lingua franca

Lingua Franca

Gee Ranasinha Print

If you’re a regular reader of this blog, then you’ll know that it’s rare for me to blatantly promote my company’s services. However, today I’m making an exception, so if you choose to stop reading right now then I’ll totally understand. We’ve just launched Qarto, an online transcreation portal for businesses and organizations that need a quick and easy way to localize documents or artwork. So, what’s “transcreation”? Well, a good explanation can be found here. Fundamentally, it’s taking a document’s content from one language and totally re-creating it in another, in such as way so that the reader isn’t even aware that the text actually originated from another language. Transcreation is not simply translating text from one language to another. It’s about creativity and originality, not a ‘word-for-word’ transcription, employing the destination language’s cultural and linguistic nuances. Qarto takes the concept of transcreation even further, in two clever ways. Firstly, the system is an online service that effectively streamlines the whole localization process. If you have ever had to translate a document, you’ll know that the production process is often a nightmare. Appointing and then sending documents to translators, chasing people with phonecalls and emails, getting the translated text …

get more sales leads from website

Increase Sales Leads From Your Website

Gee Ranasinha Business, Communications, Marketing, Print, Sales, Website

Is your website little more than a glorified brochure? Even worse, are you using pretty much the same text on your website that features in your printed materials? If your company has a website because you would like to generate sales leads from it, then there are a number of factors to consider. Firstly, that few companies can reasonably expect to compete in today’s business world without exploiting internet-based marketing tools. Secondly, that unless you can appeal directly to your target prospects, you run the risk of them visiting your website and not realising how your business offering relates to them. The way that the internet is used has changed dramatically over the past few years. With the wealth of information now at hand, prospective customers are more aware, more informed and more demanding of their suppliers than ever before. The days of painstakingly researching every scrap of information contained in a company website have long gone. In the same way as TV ads have been getting shorter in duration, your website needs to hit HARD, and hit ACCURATELY, since your competitor is just a mouse-click away. Text used in a sales brochure has a different job to the text …

DRUPA 2008: The Last “Mega” Tradeshow?

Gee Ranasinha Advertising, Business, Communications, Marketing, Print, Sales, Technology, Website

Most of the last couple of weeks saw KEXINO in the German city of Düsseldorf attending DRUPA, the world’s largest tradeshow for the printing industry. Talking to exhibitors, it’s clear that most had the feeling that attendee numbers were significantly down compared to DRUPA 2004. Of course, the exhibition organisers tell a different story. We’ve been saying this for some time now, but we firmly believe that the writing’s on the wall for the ‘traditional’ tradeshow exhibition format. The truth is that the profile of show attendee has drastically changed over the past few years. Manufacturers no longer need to wait until a tradeshow to launch their new products or services when the web can give them instant exposure to their targetted demographic. Tradeshow visitors are more clued-up on what to see – and what’s not worth seeing – and do their booth visit plans well in advance of ever setting foot in the exhibition centre. In short, most tradeshow organisers provide much less value to both exhibitors and visitors than before, because they’re running the show in the same way that they’ve done for the last thirty years. Unless they radically change the way they organise tradeshows, many manufacturers …

PDF files

Taking the ‘P’ Out Of PDF

Gee Ranasinha Print, Technology

As you might have seen, Adobe is now shipping Acrobat 9, after announcing it at DRUPA. Apart from the fact that the “Standard” and “Pro Extended” versions are available for Windows-only, some noteworthy features are: The ability to embed video (FLV or H.264) into PDF, including mark-up features Content management via PDF Portfolio feature 256 bit encryption Content-only softproofing, including online collaboration on acrobat.com Ability to check PDF standards compliance. I was invited to a pre-release conference call and demo a couple of weeks before the announcement, and I must say that the demonstrations of the new “PDF Portfolio” features, integrating websites, Flash and QuickTime content, etc. were impressive. Impressive, that is, if the PDF file is the final destination for the file’s content. But what about PDFs destined for the print industry? PDF, as we all know, stands for “Portable Document Format”. By including the ability to embed movies and Flash animations, hasn’t PDF suddenly become a lot less portable? OK, virtually any Mac and PC out there today can handle Flash, but what about other OS’s, such as Linux, where (going on past performance) Adobe’s Flash support has been pretty flaky? Furthermore, what happens with all those handhelds …