Montreal Events

Over the past few years, Cvent has grown its international presence by hosting educational events in Canada, Australia, and the United Kingdom. Why did we pick these locations? As English-speaking countries, they were the most economical next step. How did we do it successfully? Other than having our event planner watch hours of Monty Python and Baz Luhrmann movies to gain insight on British and Australian accents, the key factor was to localize our message.

We understood early on that we could not engage international prospects with the same messaging and content that we use in the U.S. For one thing, the terminology isn't the same: “attendee” vs. “delegate,” “utilize” vs. “utilise,” “color” vs. “colour," and so on. Plus, being strictly U.S.-centric would alienate international prospects. We wanted international prospects to know that we understood them well enough to speak their own language—literally.

So, we researched, talked to existing international clients, and consulted with colleagues who had experience living or working in other countries. We also made sure we had a good grip on the logistics of our events as they applied to international destinations (conversion rates, time zones, daylight-saving time practices, etc.). Armed with this knowledge, we adapted our sales and marketing approach accordingly.

Our international efforts are still a work in progress, but we know one thing is sure: remaining static in campaigns is simply not an option when expanding to other markets. If you're looking to expand your international presence, it's imperative to localize your messaging in order to be successful. Check out a few of these resources we found useful:

Tips for Localizing Your Website (make websites functional for international users)

American English vs. British English for Web Content ("internationalise" your vocabulary)

Earth Calendar (be aware of holidays and celebrations in your target area)

Time and Date (calculate current/past/future times in various time zones)

And don't forget to visit Cvent at one of our product seminar luncheons, now being held throughout the United Kingdom and Australia during March and April. Visit our online calendar to register for a complimentary luncheon, where you’ll learn more about Cvent's software and industry best practices.