Elections seem to bring out the emotions in people, as the recent events in the United States have shown. Supporters of Hilary Clinton, Donald Trump, and the other candidates were so passionate about their choice for president that in the wake of the results there have been protests, petitions, rallies, marches, and of course heated debates. As for the presidential candidates themselves, the elections results are a culmination of years of their campaigning including one crucial element of planning: having an understanding of the public whose vote they are procuring.
How are businesses like presidential candidates?
Businesses, like presidential hopefuls, have to spend time thinking about the market that they are wanting to capture. A lot of the time businesses will just jump into a new market because it looks favorable but, unfortunately, things aren’t always what they seem to be at the outset. The success of your expansion depends on knowing the market you are entering using extensive research. Doing a little digging on the business and social etiquette of your intended market is a good start and will definitely set you in good stead but what else can you do to get to know the market?
Understanding your electorate
Once you have set your sites on the market you want to enter, narrow it down as much as possible in terms of demographics, location and possible interests. Then you can look at the market analysis including growth rates and forecasted demand. Familiarize yourself with the currency fluctuations and business laws that will affect your bottom lines.
Consider conducting a focus group to get an understanding of how your demographic is different in the specific country you would like to expand to. Is a new approach required to reach your potential customers in this location? Looking at the history, culture, and social rules of their society will definitely help but you might also need some personal insight.
Make sure that you are ready to adapt your business: take a look at yourself and think assess whether you would like to extend your current abilities by building on or whether you would consider partnering with another business or businesses. Would outsourcing be a better solution for certain tasks than completing them yourself?
Get the “vote”
Like campaigning to be president, expanding into an international market will need to have a good understanding of their target market and what makes them tick. Their culture and customs, their social rules and their specific needs. How should the marketing strategy that you are currently using on a local level be changed for the best possible results: localization enables you to understand all the specific cultural factors so that you can expand your business successfully.
We help global brands to build their own localization success story. We can help you get the “vote” from new markets/customers by understanding the culture and needs. For more information on how Rubric’s localization services can help your organization make the best possible entrance into new markets, feel free to contact us and speak to us directly about the services we offer.
If you haven’t heard of the science fiction-horror series that is Stranger Things, where have you been? The Netflix show is set in a fictional town in Indiana in the 1980s. It follows a group of kids who find themselves in trouble after befriending a psychokinetic girl who has escaped from a sinister government agency and claims to know the whereabouts of their missing friend. Oh and it’s probably important to mention that the place they call home also just so happens to be some sort of portal to a frightful place filled with insidious creatures called ‘The Upside Down’.
It is this group of spunky school kids who are the backbone of the show, working together to battle the malevolent supernatural forces that have converged on their humble town.
When taking your brand global, you probably won’t encounter any ominous creatures but that doesn’t mean your endeavors won’t be without any challenges. Here’s how you can draw a little inspiration from a few of the TV series’ main characters:
Don’t go missing like Will
In the very first episode of Stranger Things, Will Byers disappears after encountering a monster. His disappearance actually forms the basis for much of the series. If you’re a business and you’re interested in making an international mark, you do not want your messages to “go missing” like Will Byers. If you think that you can just take your marketing plan from one region and use it in another, you’re mistaken. You’ll need to adapt your product offerings, marketing strategies, pricing and sales channels to match the needs and cultural nuances of consumers living in each region.
It’s okay to be cautious like Lucas
Being cautious is a good thing. In the beginning, Lucas was quite wary of the strange girl they found in the woods with the shaven head. It’s only after getting to know Eleven a bit, and understanding her better, that he really warms up to her. When taking a business to new markets, it’s best to do research so that you can make the most informed decisions. Marketers have a wealth of data at their disposal, which they can use to better understand their new customers. If you’re entering a region that favors Facebook, for example, it’d be silly not to use this fact to your advantage. It’s all comes down to doing your homework.
Be loyal like Mike
One of the best ways to promote loyalty is to be loyal. Localization is a great way to build a relationship with customers, and ultimately build loyalty. By taking the time to show your new customers that you care enough about them to tailor your offerings and content to speak to them specifically, you’re showing them that your intentions go beyond just making money. In the same way that Mike constantly shows his commitment to his friends, ensuring that your marketing messages are delivered in your customer’s’ native language shows them that your businesses is really interested in cementing a solid relationship with them and establishing a lasting presence in that region.
Use your words like Dustin
Dustin is the cute kid with the lisp. A lisp may be endearing on chubby-cheeked, curly haired adolescent but a brand looking to enter new markets can’t afford any miscommunication faux pas. Just ask Gerber, a Nestle-owned seller of baby foods. When the brand first entered Africa they made a rather embarrassing marketing mistake. Using the same packaging they employ in the US, Gerber shipped its products to Africa with the standard baby face on the label. They soon learned that low literacy rates across the continent mean that many African companies opt to put pictures of the foodstuff inside the tin or jar on the label.
Partner up with the right people like Eleven
When Eleven escapes from the covert government facility, where she is being kept as a lab experiment, she finds herself in a world she knows nothing about. Without the help of Mike, Lucas and Dustin, she probably would’ve struggled a lot more than she did. When you take your business to new markets, you’re likely experience a similar sense of trepidation. And it’s just as important for your business to partner with people who can make your transition into this new territory as smooth as possible. Local partners understand the people, the culture and the intricacies of doing business in that region. They should be seen as credible advisors. They have a wealth of information that can help you make the most strategic decisions.
At Rubric, we offer all the localization and translation services you need to ensure that your international marketing efforts always deliver the right message. Download our Marketing Messaging Guide for more insights into how you can achieve global expansion success.
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There’s a difference between describing a meal as ‘good’ and describing a meal as ‘delicious’. There’s a difference between recounting a sunset as ‘nice’ and calling it ‘magnificent’. And finally, there is a difference between dubbing a hike ‘hard’ and characterizing it as ‘formidable’.
In each of these instances, the words technically mean the same thing but the intensity varies quite a bit. Was the meal acceptable or was it really tasty? Choosing the right words to accurately convey exactly what you are trying to say is important in all aspects of life. In business, when it comes to translating a slogan, website or product brochure from one language to another, understanding the different nuances and subtleties of what the words really mean is essential.
Just because someone can speak multiple languages doesn’t mean they’re qualified to offer language translation services. We’ve compiled a list of translation faux pas to illustrate why translations should be left to the professionals.
Anyone for a naked flight?
When American Airlines wanted to advertize the leather seats available to first class passengers, they opted for the very literal slogan: “Fly Leather”. Fair enough. But when they translated this tagline into Spanish, the language got a little muddled up and the slogan was translated into: “Fly naked”.
Peaches delivering babies
Sometimes, it isn’t the actual words that are the problem. Analogies and common phrases that are popular in one country can be misunderstood in another. For example, Japanese folklore sees babies being delivered to their parents on a giant floating peach. Which explains why Proctor & Gamble’s Japanese Pampers campaign fell flat. Their packaging featured a stork delivering a baby to happy parents, which Japanese consumers had never been exposed to.
A pen that makes you pregnant
Did you know that the Spanish word “embarazar” means “impregnate”, not embarrass? When Parker Pen entered Latin America, they didn’t know this and a rather awkward translation error ensued. Their adverts were meant to read: “It won’t leak in your pocket and embarrass you”, but the confusion around “embarazar” meant that the tagline actually read: “It won’t leak in your pocket and make you pregnant.”
Your lusts for the future
Even presidents can find themselves on the wrong side of a translation mix up. When Jimmy Carter traveled to Poland in 1977, a Russian interpreter who wasn’t professionally trained in Polish was hired. Through this interpreter, the president ended up saying things like “when I abandoned the United States” (when he meant to say “when I left the United States”) and “your lusts for the future” (instead of “your desires for the future”). The mistakes were picked up and much enjoyed by the media and general public in both countries.
Bring back the dead with Pepsi
When translating their marketing copy into Chinese, Pepsi made some rather bold claims about what their drink could do. They unwittingly translated their “Come alive with the Pepsi generation” slogan as “Pepsi brings your ancestors back from the grave”.
Global expansion needn’t be intimidating. Especially if you partner with a localization company that offers all the translation services you need to become a worldwide success. Download our Global Expansion Checklist to find out exactly what you need to do to ensure you don’t make any silly translation mistakes during your international expansion efforts.
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Two guys on the internet are trying to find fame by creating videos, and providing tongue-in-cheek, sport-inspired commentary, as they cut unusual things with spoons. In one of their most popular videos, the visionaries behind the Cut Dat Commentary YouTube channel are seen cutting a grape tomato with a spoon.
But just because you can cut a tomato with a spoon, doesn’t mean that you should. Chances are a knife would work a whole lot better. Similarly, just because you could take an antiquated approach to your marketing strategy doesn’t mean that you should. Chances are that a modern, digital strategy would be a better fit.
Today, marketers have a whole new arsenal. Here are a few things every successful marketer should have in their marketing toolbox:
We live in a visually-driven culture. For marketers, this makes the playing field a whole lot more fun because they now have a wide range of tools and tricks at their disposal to boost their marketing messages. Video content increases click-through rates and digital conversions. Marketers who don’t take note of this, and respond accordingly, will fall behind. According to Marketing Profs, 70% of marketers describe video as a better conversion tool than any other medium. The average visitor spends as much as 80% more time on a website if that site contains video, reports Mist Media.
Remember that visually-driven culture we discussed above? Well, this applies both to moving and static visuals. The reality is that most consumers would rather not spend their limited time scrolling through reams and reams of text. They say a picture is worth a thousand words, well modern marketers can use this to their advantage. And they are. Some 65% cite photos, video, illustrations and infographics as being core to the communication of a brand story and 46% of marketers believe that photographs are a critical element of their current marketing and storytelling strategies. A smart move, especially when you consider that content with relevant images amasses 94% more views than content without relevant imagery.
All of this considered – there’s still a lot of value in good, relevant content. Marketers should think of copy as a map that takes a potential customer on a journey to their product or service. Keep your messages clear and simple. Be sure that they elicit the desired emotional response. If you want to develop and nourish a relationship with your customer, content is key. Close to 80% of consumers believe that when a brand offers them content, their aim is to establish a relationship. And when consumers read a brand’s content, 70% of these consumers feel closer to that brand.
Did you know that colored visuals increase people’s willingness to read a piece of content by 80%? Why are sale signs always red? And why are most health supplements branded green? Well, it’s because people associate certain colors with certain things. Be it conscious or subconscious. As a marketer, if you’re about to build a website or design a brochure, think carefully about the emotions you want to convey, and then choose an appropriate color to convey those emotions.
Tone and voice
How do you tell a friend that their new haircut is awful or that those jeans do, in fact, make their bottom look rather large? You choose your words very carefully. This is exceptionally important for marketers who are looking to deliver a very specific message to their target audience. The tone and voice you employ must evoke emotions that will facilitate the right response.
If you’re an international brand and you want your marketing message to speak to a global customer base, you need to localize your content. Making use of our expert translation services will ensure that your message hits the mark in every language. Want to find out how to create marketing messages that people really respond to? Take a look at our Marketing Guide for some handy tips and tricks. Click below to download the guide.
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If you’ve ever been caught in a downpour without an umbrella, you’ll appreciate the value of a reliable, up-to-date weather report. Whether you’re in Singapore or Spain, Angola or Australia, the weather is likely to affect your decisions and your activities. And if you’re living in one of these countries, chances are that you’ll want that timeous, accurate weather report in your native language, be it Malay or Spanish, Portuguese or English.
AccuWeather, the world’s leading provider of weather information, is in the business of providing people across the globe with personalized weather news. Meaning that their content has to be localized to cater to the different languages, cultural nuances and the unique preferences of the many people using the service.
AccuWeather needed hyper-localization – which basically entails tailoring real-time weather data to the user’s device, location, language and dialect. This involved localizing the AccuWeather offering and gaining a comprehensive understanding of their users’ preferences and needs. To do so, Rubric had to provide AccuWeather with a 24 hour translation service; with the unique needs and cultural preferences of users in disparate regions determining how they approached the translation and localization of AccuWeather’s raw data. And because every language is unique, Rubric also had to take into account the fact that there may not be an accurate phrase for various English terms, and vice versa. This cultural sensitivity was exceptionally important.
So how did Rubric tackle this task? They removed the repetitive, time-consuming and tedious file pushing effort from the Project Manager’s (PM) workload. This made everything faster because PMs can now concentrate on high level client communications, strategic planning and risk management; allowing the translation work to be carried out in a matter of hours. AccuWeather simply has to upload a file to the Rubric portal, it gets translated by a Rubric translator, is then re-uploaded to the portal and sent back to the client, or the client is notified that it is ready. Rubric had to translate and localize news stories and ensure that everything was developed to best meet the needs of users across different markets.
The new process works like this:
- AccuWeather uploads a file.
- The file is put into the correct format and sent to production.
- The file is then assigned to a resource (translator).
- The file is translated and uploaded into the system.
- AccuWeather is notified that their file is ready either via notification or an email.
The 24 hour process means that people are getting their news on time and in their native language. To find out more about how we used our translation services to help AccuWeather, check out the following case study.
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