Planning and staffing an event is no simple task.
When arranging staff, ensuring everyone knows what they’re doing, coordinating activities, and maintaining a schedule, adding another language to an event can seem daunting.
So how do you plan and prepare for a multilingual event?
1. Start by Identifying your Needs
You will need to identify your event’s specific language requirements. An obvious starting point here is the location of your event; there’s no point taking Spanish-speaking staff to an event in Germany. Your safest option will be staff who are proficient in English and an additional language. Consider creating a bilingual website and/or registration forms. Are you taking your event across several countries? Make sure you have staff that will cover all languages you will come in contact with. A well-delivered multilingual event will always drive more value and ROI than a monolingual event.
2. Think Beyond the Spoken Word
Spoken word isn’t the only way to break the language barrier. Make the most of visual content, gamification, and hands-on activities. Have event attendees participate in the local traditions, values, cuisine, and music. Suggest staff use stickers or pin badges indicating the languages they speak to make it easier for attendees. The more that event planners realise that multilingual events are as much about experience as they are about words, the better results you get.
3. Research Agencies
Once you know your linguistic needs, start researching event staffing agencies whose talent pool includes bilingual and multilingual staff. Review their past events and how they’ve overcome potential language barriers, and read testimonials and reviews to gauge their client satisfaction rate. Inquire about their recruitment process and how they assess the language proficiency of their staff.
What Are Some Other Aspects to Consider?
• NEVER rely on Google Translate or other similar apps; use a native speaker or someone fluent in the language to add a deeper level of familiarity and connection. A native speaker will also understand the cultural nuances of the target language. If you’re looking to translate promotional materials, use a professional translation services company.
• Offer simultaneous interpretation for presentations.
• Include subtitles in additional languages on videos.
• Provide cross-cultural training to staff.
• Remember to budget for interpreters, audio engineers and equipment.
Coalition Case Study: The Grand Journey
The Grand Journey was an award-winning European Immersive Dining & Theatre Experience that ran across Europe from October 2016 to August 2017.
Coalition supported Wasserman, the agency that created and delivered this experiential campaign, with creative and talent. Coalition wrote, cast, and directed the show. The show was consistent and worked across borders and cultures, working with local talent in each region. Casting spanned across Antwerp, Berlin, London, Madrid, Barcelona, and Amsterdam.
Following the success of The Grand Journey 1.0, Coalition was hired to create a one-man show for smaller events in Europe. The character of The Master Distiller was created to source 10 botanicals from around the world. A bilingual (Italian & English) actor was cast to perform this role at live events in Milan, Turin, and Naples.
Following the success of The Grand Journey 1.0, Coalition was tasked with creating a new venture focused on the artistry of food. This tour travelled across London, Madrid, Hamburg, and Amsterdam in 2017.
To learn more about Coalition’s work on The Grand Journey, click here.
In Conclusion
Conducting multilingual events can be challenging, but it is an effective way to bring people together from around the world. Hosting live and experiential events can be a critical component of a business’s success in today’s world.
