Translation Project Management: From Priority to Profit

Doug Bonderud

Doug Bonderud is a freelance technology writer with a passion for telling great stories about unique brands. For the past five years, he's covered everything from cloud computing to home automation and IT security. He speaks some French, is fluent in Ancient Greek and a master of Canadian English — and yes, colour needs a 'u'.

Prioritization Let’s say everything goes according to plan. You hire a great translation service, localize your brand perfectly, and find a way to capture the spirit of your slogan in another language. Things are looking up—orders are flooding in, and management wants to expand into several new markets to capitalize on your recent success. Suddenly, translation project management becomes crucial as translator requests pile up and growth continues unabated. So, how do you balance profit and priority?

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Restaurant Menu Translation Do’s and Don’ts

Melıke Uzun

I’m a native Turkish translator living in Turkey. I have a degree in translation from Istanbul University. I have translated 6 novels, but primarily focus on technical, IT, medical, and legal texts.

restaurant menuBackground information, along with context, is always helpful when translating a website, app, document, or any other piece of collateral. In the restaurant industry, having the proper background information is a must, since mistakes can easily confuse customers and damage a restaurant’s reputation. With social media and review websites readily accessible, anything funny, ridiculous or terrifying can quickly spread online. And that may not be the kind of virality you want for your business. Here we present some examples of what to do – and what not to do – when it comes to restaurant menu translation.

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Centralizing Global Marketing: 10 Techniques

Chelsea Baldwin

Chelsea Baldwin is a professional business writer and online marketing consultant who specializes in helping business grow their brands and optimize their sales funnels with effective content. She used to hold a corporate position in international marketing, but gave it up to work more closely with companies while traveling the world.

World with power button

Localized marketing can offer better conversion, but localized campaigns at a global scale are hard if you want to grow without multiplying your team. The following techniques are your best bets for centralizing global marketing in your business:

 

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Latin Is Alive and Well and Living in Your Vocabulary

Mim Harrison

Mim Harrison is the author of three books on the English language, Wicked Good Words, Smart Words (both, Penguin/Perigee) and Words at Work (Walker Publishing). A longtime professional writer and editor, she is also a producer of specialty books that are published in cooperation with leading cultural institutions. Her interest in languages began during her misadventures as a college student abroad.

Galileo: The Starry MessengerHard to believe, but 2600 years ago the notion of Latin as any kind of language—living or dead—was laughable. Barely anyone spoke it, other than a few people in Italy. For those who have never had a love of amo, amas, or amat, if the language had never gone beyond its hilltop Italian borders, that would have been just fine.

But if you speak English (or Italian, Spanish, Portuguese, or French), there’s Latin on your tongue. A dead language? You probably use its derivatives every day.

 

 

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Image Translation: What You See Isn’t Always What They Get

Doug Bonderud

Doug Bonderud is a freelance technology writer with a passion for telling great stories about unique brands. For the past five years, he's covered everything from cloud computing to home automation and IT security. He speaks some French, is fluent in Ancient Greek and a master of Canadian English — and yes, colour needs a 'u'.

Colors to indicate image translation It goes without saying that high-quality translations are the best way to get your company’s message across in a new country. If you’re unsure whether your slogan translates effectively or has the same effect in another country, you can hire a professional translation service, be clear about what kind of result you’re looking for, and not be afraid of new cloud-based translation technologies. Simple, right? But what about images? What about colors? Could these change—or even hamper—the effect of your marketing abroad?

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How to Write for Machine Translation

Vijayalaxmi Hegde

Vijayalaxmi is a member of the marketing team at Smartling. Prior to joining Smartling, she led the language services market sizing project at industry research firm, Common Sense Advisory. She is also a trained journalist and has written for publications in India (where she lives) as well as abroad. She is a plain language and tech enthusiast and speaks Kannada, English, Hindi, and Bengali – listed in the order she learned them.

control panel imageMachine translation quality, as we all know, has yet to reach acceptable levels in many languages. The ways in which we use language in real life, and the idiosyncrasies of each language, are not easy for a machine to learn and reproduce.

If you are going to use machine translation (MT), you might get better results by writing in a way that machines can understand, by using controlled language.

 

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Why a Game Translator Is Essential to Winning Over Gamers

Amy Rigby

Amy Rigby is a freelance writer and world traveler who divides her time mostly between the San Francisco Bay Area and Cusco, Peru. She has a fascination with words, language acquisition and all things animals. Her writing specialities are marketing, travel, photography and technology.

A gamer playing World of Warcraft on a computerPicture this: you’ve spent hours conquering demons and slaying monsters, and you’ve finally rescued the princess and beat the game—only to have this translation appear on your screen: “Congraturation. This story is happy end.” That’s exactly what happened to many people playing the English version of the Japanese game Ghosts ‘n Goblins, highlighting the importance of having a good game translator on your team before you take on an international market. Though quality translation is essential in any industry, the following is why it is especially important in game environments:

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Cultural Differences: Taking Translation to the Next Level

Doug Bonderud

Doug Bonderud is a freelance technology writer with a passion for telling great stories about unique brands. For the past five years, he's covered everything from cloud computing to home automation and IT security. He speaks some French, is fluent in Ancient Greek and a master of Canadian English — and yes, colour needs a 'u'.

The World FlagEvery company has heard stories about poorly done translations. For instance, when frozen vegetable brand Green Giant debuted in Arabic-speaking nations, the company was stunned by poor sales—until it learned the name of its beloved mascot had been translated as “Intimidating Green Ogre.”

But, beyond mistranslations, literal-to-figurative blunders, and attempts to make brand names sound the same in other languages, it’s also crucial for businesses to consider more subtle cultural differences when designing a global campaign.

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Hispanic Heritage Month: Link Roundup

Alina Poniewaz

Alina is a member of the Smartling marketing team. She recently moved to Boston from the San Francisco Bay area, where she managed training/community content for a SaaS company. Before making the jump to technology, Alina's passion for the written word led her to the world of book publishing where she worked in both marketing/editorial capacities. Linguistics fun fact: Alina's last name is a Polish word that has seven different translations in English (although it's most commonly translated as "because").

Since today is the last day of Hispanic Heritage Month, we thought we’d put together a list of pertinent links from Smartling and around the web. Check them out in the post below.

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Marketing Organization – Picking Your Team for Global Expansion

Sharon Hurley Hall

Self-confessed word nerd Sharon Hurley Hall has the perfect job - as a professional writer and blogger. In the last couple of decades she has worked as a journalist, a college professor (teaching journalism, of course), an editor and a ghostwriter. She finds language fascinating and, in addition to English, speaks French, Spanish and a smattering of German.

Global expansion is dependent on forming the best marketing team and organizing an effection workflow.As a business owner, you need to think globally, and marketing organization maintenance is a key part of that. In an interview in Forbes, Strauss Group President Dan Schwabel talks about the global entrepreneurship revolution, where global markets are available to even micro-businesses thanks to the reach and accessibility of the web.

According to Business News Daily, there’s one thing all businesses need to think about, whatever their size, and that’s organizing a marketing team dedicated to your expansion plans. It’s your marketing team who will create the external image for your company that will help your expansion achieve success.

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