Spread the essence of your advertising messages with our professional marketing translation service
It’s clear that nowadays we live in a globalized world, and we require reliable marketing translation services
This globalization unequivocally points to the need for a guaranteed marketing translation service.
⤷ And a company’s success often depends on its ability to break into an international market.
Any marketing campaign, no matter how successful it may be in its source country, is crippled if it cannot win over a customer base in another part of the world.
⤷ That’s why the translation must be considered an integral step in the marketing process.
This step isn’t always an easy task to tackle, though.
You must localize a marketing campaign, not merely translate it, which requires keeping cultural considerations in mind and adapting the message to your target audience.
Basic points to keep in mind when localizing your marketing campaign, included in any trusted marketing translation service
1. Avoid literal translations
Translating word-for-word rarely captures the true essence of your message.
At its worst, it can make for some pretty funny (or tragic, depending on your perspective) blunders.
➥ Braniff Airlines” slogan “Fly in Leather.”
- Which they intended to highlight its airplanes” leather seats and thus appeal to first-class customers.
- They translated it too literally in Mexico, humorously yielding the translation “Fly Naked.“
- While the translation was accurate word-for-word, ➤ it was semantically inaccurate ➤ and failed to capture the intended message.
- Apparently, not many of their first-class customers wanted to fly naked because the airline eventually went out of business.
2. Consider regional linguistic differences
Most English speakers would agree that there is often a world of difference between:
- American English
- British English
- Irish English
- Australian English
An American jeans manufacturer would not be able to market its products as “pants” in the UK.
The meaning of the word is different in those countries.
Just as English is not the same in all parts of the world, other languages vary slightly (or not so slightly) by region, too.
Words can have different MEANINGS, as well as CONNOTATIONS.
➥ In the 1970s, American Motors named its new car “Matador.”
- The idea was playing off of the undertones of strength and courage attached to the word in Spain.
- However, when they tried to market their new car in Puerto Rico under that name, the locals interpreted the term as “killer.”
- Without the positive connotations associated with that word in Spain, the name didn’t instill enough confidence in potential Puerto Rican customers.
- No one wanted to drive a “killer” on roads that were already dangerous enough.
The same goes for every other language out there.
Regional differences can make a significant impact when used correctly.
3. Be acquainted with the target culture
To produce a successful marketing campaign that is relevant to a specific group, you need to be deeply familiar with the traditions and cultural backgrounds of your target audience, although this might sound excessive.
➥ When Proctor & Gamble began selling diapers in Japan, they were confused to find that sales were meager.
- Finally, research revealed that the packaging, featuring a picture of a stork delivering a baby, was the problem.
- In Japanese folklore, giant peaches deliver babies, not storks. ➤ The image of the stork meant nothing to the Japanese parents who were buying diapers and only left them scratching their heads in confusion.
While this may seem minor, any marketing expert knows how important packaging is.
On a subconscious level, people will not be amenable to buying a product if they don’t connect psychologically with it.
A lack of knowledge regarding cultural values can also make your marketing campaign flop.
➥ When Pepsodent tried to sell their toothpaste in Southeast Asia by highlighting its teeth-whitening power.
- They were shocked to find out that people in this part of the world try to darken their teeth by chewing betel nuts, a sign of status.
- As this blunder reveals, beauty standards, as well as all other social standards, are subjective and culturally defined.
It is essential to understand what that group values and what is in demand to market to a particular audience.
4. Understand what is offensive to a region
Obviously, the last thing you want to do is offend your target market.
Unfortunately, it can be quite easy to do just that if you don’t know what locals consider offensive or if you’re not predicting how they might perceive a message.
➥ For example, when Pepsi entered the Chinese market, its slogan “Pepsi Brings You Back to Life.”
- They incorrectly translated it as “Pepsi Brings Your Ancestors Back from the Grave.“
- This translation was particularly unfortunate, considering how vital reverence for ancestors is in Chinese culture.
- Similarly, a Tesco store in England marketed its supply of bacon-flavored Pringles potato chips with the phrase “Ramadan Mubarak” (“have a blessed Ramadan”).
- Not taking into consideration that pork products are strictly off-limits to Muslims and that Ramadan is a period of fasting.
- Not surprisingly, people didn’t perceive tempting customers with forbidden food to be the most sensible marketing technique.
- The fact that the store location was near one of the most prominent mosques in the area compounded this faux ➤ Tesco apologized in response to complaints, but the damage was there.
As these examples demonstrate, a lack of cultural awareness can lead to some embarrassing mistakes with dire consequences.
Qualified marketing translators
To optimize your marketing efforts in other regions, you need to hire qualified translators who are deeply knowledgeable about both:
- the source and target languages
- their respective cultures and the marketing strategies that can enhance your campaign
SIGNEWORDS professional translation services will help you avoid mistakes like the ones described in this article and make sure that you adequately localize your content for a target market.