marketing

Webinar: Taking Your Marketing Campaign Global

November 18, 2010 by Acclaro
Category: Marketing

You've spent hundreds of hours and thousands of dollars (and gained a few grey hairs along the way) on creating your latest marketing campaign. Whew! You're done, right? Well, think again. Now your boss wants to take that campaign and launch it into seven new language markets. What should you do? First and foremost, you should join Acclaro for the complimentary webinar "Translating Marketing Campaigns" on Thursday, December 2, 2010 at 9am PST/noon EST.

We'll highlight useful examples and cover the basics of marketing translation by answering the following questions:

  1. What is the core process for translating most types of marketing content?
  2. What should you, the marketer, do in order to ensure your marketing campaign is successful around the globe?
  3. What factors most impact the cost and likelihood of success?

Here's a sneak peak at one topic we'll be discussing: the ideal linguist and why you need this professional linguist (and not your second cousin's ex-girlfriend who happens to speak the target language) to "transcreate" your marketing content:

ideal-linguist

Luxury Gone Global

A rising tide raises all boats. We’ve all heard the old adage before. Yet somehow the intensity and global gloom of this last recession had many of us doubting that it would ring true this time, that the regular tidal patterns would ever return.

It may come as a surprise, then, that one of the categories that has bounced back significantly in 2010 is luxury goods.

The tide has risen for this sector in general and global luxury sales are projected to grow by 10 percent this year (via The Financial Times). LVMH, Swatch, Richemont (owner of Cartier, Montblanc and Hermes) and Burberry are a few of the “boats” enjoying the rising tide. Each of these companies has performed better-than-expected in 2010 and their shares have risen sharply.

Big brands are the biggest benefiters from this trend, according to consultant Bain, because they were able to respond to the global financial crisis by opening new stores and continuing to invest. Globalization has been the key to many of these brands’ success.

Though the U.S. has definitely seen growth in luxury goods sales this year (around 12%, according to FT), Asia harbors the brightest potential for the industry in 2010 and 2011. According to forecasts by Bain earlier this year, China was likely to finish 2010 with a 15% increase in year-to-year revenue growth; as this year draws to a close, estimates are more along the lines of 30%, and China is poised to become the world’s third largest luxury market in five years’ time (FT).

Translating Humor: Achieving the Universal Chuckle

October 21, 2010 by Alyssa Paris
Category: Translator's Corner, Culture

Translating HumorHere’s a challenge for all of you who speak more than one language.  Pick one of your favorite jokes in your native tongue, one that usually gets a good laugh, and recount it in another language without embellishing the humorous elements. Limited success? Not a surprise. Humor is so very hard to translate.

If you've ever watched a subtitled comedy in a movie theater with natives, you know exactly what I’m talking about. I remember watching an American comedy in a movie theater in Bordeaux a few years ago, and feeling rather sheepish when my hysterical, resounding laughter met total silence.  Finally, towards the end of the film, I had grown so embarrassed (it seemed I was distracting quite a few individuals from enjoying the film), I attempted to stifle my cackling with a scarf, to no avail. Now one could deduce from this scenario that I have a very strange sense of humor, but (luckily) the film was a huge success in the States, leading me to believe that it’s more of a lost-in-translation issue. I walked away from the cinema with two observations: that the level of (American) English in that movie theater was modest at best, and that the subtitles were poor renditions of American humor.

Advertising in Europe, Part Two

german-beer-advertisementIn the first part of this blog entry, Advertising in Europe, Part One, we saw that English is understandably prominent in signage promoting tourist activities. We also saw that it is used in music advertising. So, continuing on our bike tour of Berlin, let’s see where else English is used as a “polyglot marketing tactic” in out-of-home advertising. 

When you think of mass marketing with a bit of flair, you may also think food and beverage, especially alcohol. This multi-story scaffold mesh ad for Beck's beer features a German headline that is a play on words and roughly translates to: “Better a cool beer than a refined pilsner.”

The tagline is in English: “The beer for a fresh generation.” That’s a lot of expensive ad space promoting a well-known German brand partly in English, in Germany (Becks was originally owned by a local family in Bremen in northern Germany until 2002; now it’s owned by the Belgian-based beverage giant InBev). 

Perhaps you want a little nosh with your beer? You may be tempted to get a German bratwurst, but then you see a poster for Subway, the American sandwich franchise.

Advertising in Europe, Part One

To Translate or Not to Translate, That is the Question

Walk around parts of Continental Europe and you may think you’re actually in the States or the U.K. due to the amount of English used in out-of-home advertising (e.g. billboards, scaffold banners, bus shelters, subway and bus posters, etc.). Glance at this Berlin subway advertisement below and you'll notice the headline is actually in English. Is English really taking over the world and replacing European languages in local advertising? Well, yes and no. It really depends on where you are.

berlin-ubahn-advertisement

In France, where Francophile-centric laws dictate what must be in French (mostly everything), you won’t see very much English in advertising, even in cosmopolitan Paris. However, in northern Europe and Germany, there is quite a bit of English – everywhere. Many people, especially those of the last two generations, are highly fluent in English and use it on a daily basis for business. That said, most ads are not exclusively in English; they combine two languages to form a polyglot marketing tactic. Advertisers get attention by portraying their brand as cool and youthful, but at the same time throw in some native language to get specifics across.

How To: Reach Locals by Going Local

October 6, 2010 by Acclaro
Category: Marketing, Localization Tips, Culture

Translation is not just about sharing a message across cultures and languages, it's about relevance. And true relevance is more than words it's content.

Confused yet? Welcome to the world of content marketing localization. It's the fine art of producing, not just translating, targeted content for specific local audiences. Take, for instance, some of the blog content on your corporate site. Some of it might be perfect for translation for your international websites: details about product launches, global company news, thought leadership and trends. But what about that post about the walk to benefit the American Red Cross? Or that local celebrity endorsement of your new service?

content marketing challenges

None of these make sense to translate, and the typical reaction would be, "Great, fewer translation costs!" But companies that don't fill that content gap might be missing out on two key factors in a strong content marketing plan: engagement and volume. These are the top two challenges for B2B marketers this year, according to a group of 1,000 marketers surveyed by MarketingProfs and partners. (Read full report.)

Tips on Latin American Localization

September 23, 2010 by Acclaro
Category: Marketing, Website Translation Services, Localization Tips

latin america mapWe hear a lot about localizing marketing content for U.S. Hispanic consumers — but what about the hundreds of millions of potential Spanish-speaking customers south of our borders? A few tips on marketing to Latin American Spanish-speaking audiences, from a localization professional via Mediapost:

  • All gestures are not "OK." In Latin America, to give the OK sign they use a hand with index finger and middle finger raised, with the palm of the hand facing the person whose hand is used. But in the U.K. that same symbol is equivalent to giving someone the middle finger!
  • Dollar bill, y'all. Here in the U.S., the dollar sign ($) refers to U.S. dollars. But in Latin America, it could also refer to the local currency in other countries (e.g., Argentina). Also, just like Europe, numbers are written differently —  $2,335.47 in the U.S. vs. $2.335,47 in Latin American Spanish.

 

Of course, these are both items that your translation agency should know well! Don't get caught off guard by having to catch these yourself, or misunderstand the scope of your project. When it comes to marketing, more has to change than simple document text translation.

YouTube Adds 4 New Languages

September 7, 2010 by Acclaro
Category: Website Translation Services, Multimedia, Technology

YouTube, which already supported two dozen languages, has added four new languages (Croatian, Filipino, Serbian and Slovak) to its lineup, Wired reported last week. The supported languages are supplemented by a script translator that allows viewers to see machine-translated video captions in over 50 languages.

The Google-owned video sharing site was English-only until as late as 2007, when it expanded to Europe, Brazil and Japan, adding a slew of languages (image courtesy of Wired):

youtube's languages

YouTube apparently intends to continue this global expansion trend, hoping to add as many as 12 more localized versions by the end of 2010. (Hebrew, which didn't make the cut this time around because of the complication of its bidirectional script, might get another chance.)

Spanish Language Bloggers a Growing Consumer Influence

September 2, 2010 by Acclaro
Category: Marketing, International & Global Translation Services

latismThe number of Hispanic women starting blogs hit a peak last year, with 63% of Latina bloggers founding their blog in 2009, according to the LATISM Bloguera Survey, which questioned 939 respondents in the United States and Latin America.

There's been a steady increase in the number of blogs authored by Latinas since 2006 to date, and projections indicate that the number will continue to increase throughout 2010, the study found.

"Through blogging, they have planted themselves right at the epicenter of merging worlds: between tradition and modernity, between off-line and on-line, between English and Spanish, between American and Latino cultures," observed Ana Roca-Castro, Chair and Founder of Latinos in Social Media (LATISM).

Considering the vast projected growth of the Spanish-speaking population in the U.S. and their spending power, these Latina bloggers are certainly something to watch for companies looking to track this emerging online consumer segment.

Facebook Beyond Borders

August 30, 2010 by Ana Yoerg
Category: Marketing, International & Global Translation Services

7 eleven facebook chineseFacebook's global user base hit the 500 million mark last month, the company reported, leaving marketers and advertisers in the U.S. and abroad wondering, how can I get a piece of that audience?

It makes sense: The purpose of social networking is to share information about yourself in an online profile, connect with others and communicate. Theoretically, fan pages on Facebook should be the perfect method for increasing brand awareness, and ads served to Facebook users should be highly targeted and relevant. At the beginning of the year, eMarketer even predicted a near-40% increase in Facebook advertising spend.

But what happens when you're dealing with an audience that is not entirely native English speakers? How do you adapt and expand your Facebook strategy to make sure you're not losing out on consumers in key language markets?

How To: Capture the U.S. Hispanic Market

"The concept of an 'average American' is gone, probably forever."

- Peter Franchese, founder of American Demographics magazine

The 2010 census was the first time that the U.S. government made a concerted effort to include all multilingual immigrant groups, and as a result it will likely show the U.S. as it is: a truly multicultural nation, a multigenerational society and a multi-segmented household economy.

2010 populationSpecifically, the new census will show numbers reflecting a large and fast-growing Hispanic population that for years many people were aware of, but never fully grasped the impact this group can have in the future. The Hispanic segement will represent over 50 million consumers with over a trillion dollars in buying power, writes Terry Soto in The Transformation of the U.S. Consumer Market (pdf).

But how do you capture and retain the Hispanic consumer? First and foremost, you need to gather market insights. Because the U.S. Hispanic is so incredibly diverse, you have to identify and understand the micro-segments within it that will be the most productive for your brand.

3 Steps for Translating Marketing Campaigns

August 20, 2010 by Acclaro
Category: Marketing

marketing transcreationMarketing materials pose a particular challenge to companies that want to sell their products or services to new language markets. Some typical concerns are:

  • How do you ensure that your translated materials maintain the impact of the original?
  • How do you name products, translate idioms and maintain consistency across languages without having to launch brand new marketing campaigns for each market (just thinking of all the costs — new creative, photography and production — can make a marketing person cringe).

The answer is marketing "transcreation" — the process of linguistic and cultural translation that makes marketing make sense whatever the target language (or languages).

Here is a quick three-step guide to generate the best marketing translations possible so your products sell just as well in Buenos Aires as they do in Beijing or Boston.

Step 1:  Assess your original campaign and content. Evaluate the goals of the campaign and, if the campaign is already in a market, look closely at the concepts, graphics and headlines to assess their cultural relevance and appropriateness in the target market. Selecting concepts, copy and graphic elements that work across cultures is key to the campaign’s success.

Why Translate Your Retail Website? A Few Factors...

The buying power of global audiences is no joke, and there is a reason why many US-based retailers are including both website translation and search engine optimization for multilingual sites in their budgets for 2010. In today's economy, you simply can't ignore potential audiences — including native speakers of other languages within your own borders!

best buy

For instance, in the US alone, there are over 43 million Hispanics with a purchasing power of more than $800 billion a year, and almost 16 million of them are on the Internet. Impressive numbers like these have driven companies like Best Buy to launch Hispanic American sites. Blue Nile and Yves Saint Laurent are also taking steps to reach consumers in other languages.

America's Changing Demographic & How To Reach Them

July 9, 2010 by Ana Yoerg
Category: Marketing, Culture

Have the past two years made an indelible impression on the American consumer? Absolutely. The retail market took a big hit, and we're only now seeing shades of recovery. woman  shopper

The good news is that the "new" American retail consumer is not necessarily too conservative, but is taking a more holistic approach, to balance what they need with what they want. They're going through a careful, complicated decision-making process for every purchase, according to analysts in a recent report on the country's changing demographics.

What does this mean for brands? More than ever, brands "need to communicate who they are in a way that’s authentic, real and accessible so people can find their way to them," they noted.

FIFA as a 'Superior Marketing Platform'?

June 21, 2010 by Aart Balk
Category: Marketing

world cup logo - acclaro blog seriesSince 1986, Budweiser has been the official FIFA World Cup beer. The sponsorship awards Budweiser brewer Anheuser-Busch global rights in the beer advertisement category to both the 2010 FIFA World Cup South Africa and the 2014 FIFA World Cup.

According to FIFA President Joseph S. Blatter:

The fact that Anheuser-Busch is extending its involvement with FIFA is testimony to the immense appeal of football as a game and to FIFA as a superior marketing platform for transporting a brand far and wide around the world.

What does it mean to "transport a brand far and wide" around the world?

Budweiser (and Bud Light) is immensely popular in the U.S. home market, but outside the U.S., the brand struggles. Even Belgian-based, Brazilian-run brewing giant InBev knew better than to try infusing Budweiser into global markets.

"Europeans have no interest in drinking watery American beer. Asians generally do not want our beer. It is completely different product," said one beverage sector analyst when InBev acquired Anheuser-Busch in 2008.

Beer is not like soda. With a few exceptions like Corona and Heineken, beer does not cross borders very well.

6 Tips for SEM Localization

June 8, 2010 by Acclaro
Category: Marketing, Website Translation Services, Localization Tips

The following is an excerpt from a guest article published today on search engine marketing localization by Acclaro's founder and president, Michael Kriz. Read this article in its entirety on the iMedia Connection website.

international searchEnglish is, without doubt, the language of global commerce and the lingua franca of the internet. But while English is the most common language on the web, about 75 percent of web users are in countries where English is not the native language. They are writing, speaking, and — most importantly for marketers — searching for products and services in their mother tongue.

When taking your business into global markets, it's important to "speak" to your new target consumers in their own language, considering their cultural and linguistic preferences and communicating with them as carefully as you would with someone in your home market. In this case, going global really means going local. Hence the term "localization," which adapts a product, document, or website linguistically, technically, and culturally to the target market where it will be used and sold.

Blog, Forums Top List of Social Media in China

June 3, 2010 by Ana Yoerg
Category: Marketing, International & Global Translation Services, Culture

Forums and bulletin boards are the most popular form of social media in China, with over 60% of web users visiting this type of website every day, according to a March TNS study (pdf).

social media in china tns march 2010

More importantly for brands looking to move into the Chinese market, forums and bulletin board systems (BBS) play a big role in brand awareness, sharing of product information, promotions and product availability.

Chinese consumers use this channel as a way to evaluate if a brand is a good fit for their needs and to find out if the company is a market leader or has expertise in certain topics. Forums and BBS can also nudge new customers to try their offering, TNS found.

3 Reasons Multilingual Search Marketing is Red-Hot

May 19, 2010 by Ana Yoerg
Category: Marketing

magnifying glassWord on the street is that multilingual search engine marketing is going to dominate 2010.

Here's our take on why:

1. SEO is "cozy-ing" up to social marketing, according to a Mediapost article, which explains that marketers have begun to bundle SEO with social marketing, especially now that real-time social content (e.g., Twitter, Facebook) are indexing in Google search results.

And guess what? Real-time social updates are not just in English. In fact, with social networks growing like wildfire in countries like Japan, Brazil, and India, as well as Turkey, France, and Germany, it's no wonder that multilingual web content is exploding. Think about it: many of these users may be speaking, writing, and reading English in their professional lives and internet use, but when it comes to personal use, they're likely using their mother tongue.

4 Twitter Translation Tools

April 28, 2010 by Ana Yoerg
Category: Technology, Mobile

twitter italianTwitter has already "taken over" the U.S., transcending demographic and geographic boundaries to reach nearly everyone in the country. Okay, that may be a bit of an exaggeration. But it certainly has grown since its humble beginnings as a sketch on Jack Dorsey's notepad.

Now not only is the Twitter interface in six languages — English, Japanese, and FIGS (French, Italian, German, and Spanish) — but it is now becoming so international that tweets themselves are in multiple languages. In fact, 6 in 10 registered accounts now come from outside of the U.S., says the San Francisco-based company.

'Teutonic Cozyness' For Your Home

instructionsWho hasn't come — or rather stumbled — across a user's manual or instructions-for-use document for a foreign-made product they just bought and couldn't make heads or tails of the "translated" text? Or had to stop what they were doing and have an attack of hysterical laughter?

The value that a professional translator can add to the basic usability of such documents – let alone to the respect for the customer the manufacturer doubtlessly intends — is best demonstrated by a few choice examples of haphazard efforts in conveying such instructional contents in the target language.

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Smart, fun and useful. Acclaro shares news and tips on translation, localization, language, global business and culture.

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