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?
Background 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.
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:
Hard 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.
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?
Machine 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.
Picture 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:
Every 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.
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.
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.