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[ELECTRONIC MUSIC]

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Welcome to this video-lecture
of Live Text Access:

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Training for real-time
intralingual subtitlers.

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My name is Julia Borchert.

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This is Unit 4 Entrepreneurship
and service competence.

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Element 1:
Management and interpersonal skills.

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This lecture is about
basics of customer acquisition.

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The materials are created
by SUBTI-Access and ZDF Digital.

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This is the learning outcome:

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Identify possible clients
and sponsors in his or her country

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of real-time intralingual
subtitling service.

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In this video-lecture
I will talk about a few aspects

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of customer acquisition management
rudimentary at first.

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After that more into detail
about strategies,

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which are speech to text-job-related.

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And at the end
I will sum everything up shortly.

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First of all a few words

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about customer acquisition management
in general.

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Customer acquisition management
is a set of techniques

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used to manage customer interests
and inquiries generated by marketing.

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Customer acquisition management
can be considered

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as the connection between advertising

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and customer relationship management
to acquire new customers.

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The first step of any basic customer
acquisition plan

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is to identify
quality potential customers.

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And that's what we are focusing on
in this lecture.

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But at first a few more points
about customer acquisition

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and business management in general.

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When you want to find clients
and get new jobs,

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a relationship with the prospects
needs to be established.

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You need to identify their needs

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and check if your product
fulfills those needs.

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The goal of this process
is to create a systematic,

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sustainable acquisition strategy,

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that can evolve
with new trends and changes.

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Customer acquisition is therefore
about winning new customers

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for your company
or your services, you are providing.

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There are various methods for this,

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which are roughly divided
into cold and warm canvassing.

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In cold calling, there is no contact
with the potential customers yet.

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It means for example calling
or visiting a possible customer

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to try to sell them something without
being asked by the customer to do so.

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In warm acquisition,
a relationship already exists,

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for example, a prospect
receives your newsletter.

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What strategies are useful
to identify possible clients

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as a speech to text interpreter?

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At listing different strategies
to identify possible clients,

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I have to make a distinction
between different jobs

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of real-time intralingual
subtitling services.

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I distinguish between
client acquisition for TV stations,

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speech to text for big events

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and speech to text
for individual disabled people.

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The way to identify
and find possible clients

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is for every kind of job
slightly different.

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But what all
client acquisition strategies

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have in common is following:

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It's unavoidable
to make a good planning

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and a careful market analysis.

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So you get an overview
of providers,

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products, products already offered
and what is asked on the market.

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Make researches who is offering live
speech to text services

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or live subtitles.

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This way,
you can identify possible clients.

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Like providers, channels, organizer,
promoter, companies and so on.

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The government regulations
of accessibility

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in the respective country
must be checked.

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This way you can maybe also spot
jobs or clients,

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who you didn't had in mind.

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A good research is necessary
and very important.

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Check supporter, sponsors,
associations, public tenders,

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trade fairs, events,
current debates, and so on.

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And of course get in touch
with others in the industry.

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Due to direct exchange
of information,

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it is easy to stay up to date.

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It is important to attract attention.

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How do you attract attention
as a provider?

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First of all, it is good to have
a meaningful internet presence.

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For example with a good structured
website, which is easy to find.

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Keep in mind
that it's very important

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to create this website
accessible for all.

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Because some possible clients
maybe depend on this.

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For example private disabled people,

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who wants to assign you
for accessibility services.

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This refers especially
to speech to text jobs

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for individual Deaf
or Hard of Hearing people.

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What else is important
to attract attention?

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In these times
a lot of exchange

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and information retrieval
is happening at social media.

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You can follow
for example associations

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and attract attention due to
commenting or reposting their posts.

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Of course you need an own profile
and be active.

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Sign up in online business networks
like LinkedIn.

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Here you also can connect with others
and catch attention.

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Unavoidable in this industry
is to participate at trade fairs,

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exhibitions and conferences.

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There you can establish contacts,
get to know the structures

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and of course attract attention.

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Like I mentioned before
one method of customer acquisition

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is cold calling.

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When you have identified
possible clients or sponsors,

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you can get in touch with them
even when they don't know you yet.

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This can happen for example
through Emails.

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You can write a direct message
or send a form of newsletter.

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And of course you can call
or pass by personally

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and explain what you are offering
and how important accessibility is.

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Maybe some potential clients
are not aware of it.

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Another marketing tool
is to make sponsoring

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at trade fairs and conferences.

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That point is interesting
for companies above all.

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When it's an event with a big reach,
a lot of people become aware

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of your real-time intralingual
subtitling or speech to text service.

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When there are public tenders,
participate.

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Even when you won't win it
and get the job,

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people get to know you and maybe
keep you in mind for other offers.

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Public tenders are a very important
way in this industry to get a job.

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Especially for Live-Subtitling
for TV or big events.

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How do you find out about tenders?

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The easiest way is
to make researches on the internet.

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There are special platforms
where tenders are published.

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When you receive newsletters
of internals of the industry

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read them carefully.

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Sometimes also on this way

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providers call for tenders
and the participation.

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And of course on trade fairs
and conferences

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the chances are good
to hear about tenders.

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Furthermore public tenders
can be found at social media,

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the personnel contact to others
and networking.

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As for events it is very helpful
to have a clear picture

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of which potential customers are out
there and who could use this service.

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This could be
an organization or an NGO,

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that organize events which also
include deaf

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or Hard of Hearing participants.

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Or international events,

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where not all participants
are fluent in English.

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These could be contacted
and then you can also explain

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why it is important their meetings
are accessible for everyone.

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Mentioning for example the UNCRPD.

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The convention on the Rights
of Persons with Disabilities.

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This is the first comprehensive
human rights treaty

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of the 21st century.

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Another opportunity to get a job
is due recommendation.

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Of course it is necessary here that
you have already done a good job.

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When the feedback was positive
you can get references.

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Besides that, once you start
to work as an interpreter,

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you will usually create
a circle of clients you work for.

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And this will grow
once you do more and more jobs.

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Colleagues among themselves
exchange jobs or refer to clients

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if they cannot do jobs themselves.

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So it is important to have a good
relationship with your colleagues.

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Another good strategy
of getting experience

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and getting in contact
with other people and organisations,

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is to ask fellow interpreters
if you can attend a meeting

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just for practice purposes.

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So sit in the background
and also practice during a meeting.

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Other helpful points
that you need to keep in mind,

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which help you to get in touch
with potential clients:

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Keep your website
or your job-profile updated.

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When jobs were fulfilled add
them to your portfolio.

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As a speech to text interpreter
you need to check the information

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through organizations
and agencies regularly.

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There you can find Hard of Hearing
or Deaf clients

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via the user's organizations.

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Disabled people
ask there for an interpreter.

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It's helpful to have the user's point
of view in mind.

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So let's have a look.

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Deaf or Hard of Hearing users can
contact speech to text interpreters

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for daily support or special events.

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The most users are booking people

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with whom they already
had good experience.

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Or from whom they know that they
did a good job for another user.

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The community is well connected

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and they exchange information
with each other.

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Users can also apply to organisations
and ask for interpreters there.

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They often offer to check

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which registered interpreter is
free to work for the time in demand.

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On some national interpreters
authority websites

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you can see how many speech
to text companies there are,

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their names and also in which
area of the country they operate.

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Each country has their own system.

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In some countries only the way
via an organisation is possible.

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So that the client or user
can't chooses by itself

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a speech to text interpreter.

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In some countries the deaf
and Hard of Hearing people

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are granted a certain number of hours
of speech to text per year.

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[SHE COUGHS]

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Sorry. An example of Denmark:

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When there disabled people like deaf
or Hard of Hearing people

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do political work within disability
at national and international level,

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they can book speech
to text interpreters for free.

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But unfortunately this is often
unrecognized even by the authorities.

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So this can often
a struggle for the user.

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Summary.

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Customer acquisition management
can be considered

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as the connection between advertising
and customer relationship management

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00:15:18,920 --> 00:15:21,920
to acquire new customers.

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00:15:21,960 --> 00:15:26,720
The first step of
any basic customer acquisition plan

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00:15:26,760 --> 00:15:31,680
is to identify quality potential
customers and their needs.

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00:15:35,960 --> 00:15:41,240
A careful market analysis
is unavoidable and very important.

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00:15:41,280 --> 00:15:45,520
To appear as a provider,
you need to attract attention

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00:15:45,560 --> 00:15:48,840
through various techniques
and strategies.

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00:15:48,880 --> 00:15:55,000
It's necessary to stay up to date
and be present at the internet,

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at conferences,
fair trades and other events.

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To have the user's point of view
in mind could be helpful.

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This other perspective
can enable new ways of thinking.

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Exercises.

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The exercises for this video-lecture

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are in the trainer's guide
and at the PowerPoint file.

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[ELECTRONIC MUSIC]

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LTA - LiveTextAccess.

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Universitat Autònoma de Barcelona.

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SDI - Internationale Hochschule.

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Scuola Superiore
per Mediatori Linguistici.

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ZDF Digital.

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The European Federation
of Hard of Hearing People - EFHOH.

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VELOTYPE. SUB-TI ACCESS.

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European Certification and
Qualification Association - ECQA.

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Co-funded by the Erasmus+ Programme
of the European Union.

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Erasmus+ Project:
2018-1-DE01-KA203-004218.

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The information and views
set on this presentation

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are those of the authors
and do not necessarily reflect

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the official opinion
of the European Union.

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Neither the European Union
institutions and bodies

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nor any person acting on their behalf
may be held responsible for the use

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which may be made
of the information contained here.