photo of Traci BrowneTrade show consultant and freelance business writer Traci Browne advises event organizers to localize event apps if you are looking to draw an international audience.

Traci has operated Red Cedar Marketing, a trade show consulting company, for almost 10 years, advising clients on how to increase publicity, sponsorship, and exhibit sales for shows. She is also the author of the book The Social Trade Show.

Localization, which includes translation as well as adjustment of content to take into account different cultural nuances, will make international attendees feel more welcome and increase the value of the experience for them.

If you don’t have the budget to translate your entire app, Traci advises you to at least localize those parts that are the most important, such as the schedule, session descriptions, and speaker bios. Push notifications, which are used to give attendees important information in advance of an event, should also be translated into the same languages in which you are localizing your app. International attendees should be notified about the existence of the localized app as soon as they register.

Of course choosing a language services partner with expertise in technology as well as translation and localization is an important part of the process.

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