Translation business is “thriving”
Multilingual marketing services are in growing demand as the world flattens and more Michigan companies export goods and services. Translation businesses say they are thriving despite fierce competition.
“It’s a good business these days with everything going global,” explains Lori Ann Elzerman, founder of Expert Language Services in Rochester Hills. “With the slowdown of the U.S. economy, companies are trying to sell their products abroad.”
Elzerman, who confesses her own lack of foreign language expertise, focuses her business on technical automotive documents and human resources materials, as well as on marketing pieces for advertising agencies. It specializes in multi-language projects, often translating one document into 14 others.
“Basically, if you were interested in a Lincoln MKX and walked into a dealership in Central America, you would pick up something we translated,” she says.
Other services include interpreting for business meetings, corporate training, voice-over services, scripts and Web site translation, which is growing at a fast rate. Consulting goes hand-in-hand, as in the case when Elzerman was given a memo to translate regarding snow removal and ice that wasn’t applicable that time of year in Brazil.
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