Taking part in an international trade show is a strategic opportunity to attract new clients, strengthen partnerships and present your products or services to a global audience. But success depends on more than logistics and booth design — your company’s communication must be linguistically and culturally adapted to your target markets.
In this article, we explain which materials you should translate before a trade show, how to do it quickly and effectively, and why human quality control remains essential, even when using AI-based tools.
1. What should you translate before the trade show?
You don’t need to translate everything, but some materials are essential for making a strong impression and enabling international visitors to engage with your company. The most strategic items include:
- Brochures and product sheets (printed or digital)
- Corporate or commercial presentations (PowerPoint, PDF, Keynote)
- Roll-ups and booth signage
- Product labels and packaging (if applicable)
- Visitor FAQs or info sheets
- Apps or digital interfaces used at the stand
Having these materials available in the languages of your key markets (e.g., English, Spanish, French, German) shows professionalism and readiness, and allows visitors to quickly understand your offer.
2. How to work fast without compromising quality
Tight timelines are common before a trade show. To meet deadlines without sacrificing quality, the best approach is to combine:
- Clear prioritisation of the most impactful content
- Use of CAT-tools and AI to speed up the process
- Final review and adaptation by professional human linguists
At CONSENSO, we deliver fast and reliable translations in multiple languages, with full consistency and quality control — even for large or urgent projects.
3. Why human quality control is still critical
Technology can speed up translation, but only human experts can ensure:
- Terminological accuracy aligned with your industry and brand
- Cultural adaptation to the target audience
- Grammatical correctness and natural flow
- Detection of errors, ambiguities or inconsistencies
That’s why we always include human final review in every language, even when using AI-enhanced tools.
Conclusion: communicate clearly, sell better
Trade shows are showcases of excellence — and clear, professional communication is part of that excellence. A poorly translated brochure or a sign with errors can undermine your message. But well-written, fluent and localised materials inspire trust and interest immediately.
At CONSENSO, we help you translate your materials quickly and professionally, so every international contact becomes a real business opportunity.
