Advertising, Marketing & PR

International Customers

North East England - international gateway

In the North East we are exceptionally well served, for so small a region, by international gateways: Newcastle International Airport (7,834 scheduled international flights in 2007 to more than 30 destinations, carrying more than 2 million people), Durham Tees Valley Airport (23 international destinations), the Port of Tyne (regular scheduled services to the Baltic, Scandinavia and North West Europe) and the East Coast Mainline Railway (carrying visitors between London and Glasgow/Edinburgh, including many from Gatwick and international origins).

International marketing

One NorthEast Tourism - the regional tourism organisation - and England's North Country - the agency responsible for promoting the North of England overseas - have both been working for several years to influence international visitors to visit our region. We have everything it takes: our coast, countryside, shopping, nightlife, activities, walking, cycling and our fantastic heritage all appeal hugely to our international visitors. The table above lists just the top few countries that visit each year, and their value to the local economy. Imagine what would happen if we could get visitors to spend just one more day in the North East.

But, as a business, how do you go about winning international customers and benefiting from a share of this marketing activity?

Research

Research shows that a key element is communicating in international customers' own languages - not necessarily fluently, but making sure they are made aware that they are welcome and that help is available for them should they need it. It can be as simple as translating key elements of your website, your menu and the most important things to see and do in your area into the top languages of your international visitors.

Like all customers, international visitors need confidence to buy. Imagine it was you, looking for accommodation or entertainment in a foreign country. Which would you book: the hotel or attraction that advertised itself at least partially in English, or the one that only promoted itself in its own language?

Research shows that "Internet users are seven times more likely to view a website if the information is available in their own language" (VisitBritain Germany) and that "Users are six times less likely to buy from an English speaking website, if their English skills are poor". Forrester Research shows that customers are four times more likely to buy online (buy a holiday or accommodation) if you address them in their first language.

What can you do?

Training staff to welcome customers in their own language, and providing useful, professionally translated help cards can make an enormous difference. Overseas customers don't expect you to be able to speak fluently, but they are hugely impressed and reassured by a welcome and the translation of basic facilities - like the fire safety information, and the local attractions and events - into their own language. You can access translation services and information about learning new languages through the Regional Language Network North East (RLN) - www.rln-northeast.com. You may also be surprised to find what languages your current staff already speak, many more people than you realise have some capability in a language other than English.

If you only do one thing, translate key parts of your website into the languages of our top international visitors: German, Norwegian, French, Dutch and Italian. It isn't as expensive or as difficult as you think and you can even download international symbols and translations for free from the Toolkit.

The Regional Language Network North East

As a region we are exceptionally blessed with help for international trade. The Regional Language Network North East exists solely to help businesses improve their communication and cultural skills for both their international customers and staff, and to get the most from multicultural diversity. They have produced a set of factsheets for tourism businesses and their is packed full of information and tools to help you communicate effectively and profitably, and to be aware of the cultural differences that can give you a competitive edge.

Other help and guidance

www.welcometoexcellence.co.uk
These are a range of Welcome courses designed to give tourism businesses a quality, competitive edge.

www.uktradeinvest.gov.uk
This is the website for the government organisation designed to help UK businesses successfully trade abroad (and international businesses trade here).

The North East Regional Trade Team
The NE Regional Trade Team from UK trade and investment can help your business prosper.