If you are creating websites, brochures and other marketing materials for your company, you spend a lot of time and effort getting the words and the message just right. This is because the message you present may mean the difference between success and failure for your business. But what happens if you are planning to sell your products or services in another country, with a different language and culture? Who do you trust to translate your website, your brochures and other marketing materials?
It’s a big decision, to be sure. To help you make this choice, we would like to present our approach to marketing translations. This covers how we handle marketing topics in our translation agency, how we ensure quality and what steps we take to achieve customer satisfaction.
Marketing translations in general – and our project flow
One main difference that distinguishes marketing translations from technical or legal translation services is the creative use of language. Whereas the translator has to stick exactly to the original sources in the case of a technical manual or a legal contract - with almost no room for creativity - marketing translations not only allow, but even require, the inventive and playful use of language. We often refer to "transcreation", "cross-market copywriting" or simply "creative translation" when talking about marketing translation services. The main difference is basically in the range of deviation permitted from the original wording, as defined by the customer. The translated text must be as persuasive and entertaining as it is in the original language. Your goal with these texts is ultimately to persuade potential customers or inform a foreign market about your products and services.
For your marketing translation project, we hand-pick our experienced, creative and native translators who have in-depth knowledge about the target market. We discuss the important and specific parameters of your assignment with you. This covers who you want your texts to appeal to, i.e. the audience you would like to target; whether specific requirements exist regarding language use, and so on. Technical details will also be clarified. These include whether you have special requirements for the length of the translated text (e.g. for a software interface that only allows a certain amount of characters, or a brochure, in which you have only a limited amount of free space for the foreign texts, and so on), and we inform you about relevant characteristics of the target language, which you have to bear in mind (coding matters, if any, fonts, writing is right-to-left, etc.).
After all this, your translation will be finished and delivered to you within the time frames discussed.
We have streamlined processes to ensure, in every respect, impeccable and professional marketing translations and transcreation services. Contact us and see the quality of our work for yourself. We look forward to you inquiry.
Some good reasons to choose us for your marketing translation project
Exceptional features of our marketing translation services provide you with added value when compared to basic translation services. Some of these are:
#1: When translating brochures, our translation agency can work with the original source files, saving your company time and money with our turnkey translation solutions. Thanks to our technical infrastructure and in-house specialists, we can translate documents in every file format commonly used in marketing. These include the mandatory MS Office formats, Adobe program files, QuarkXPress and even AutoCAD, as favored by architectural companies.
Choose our translation company for your marketing translations!
#2: No matter what country you happen to be selling in, your message is as clear, engaging and persuasive as it is in English. A refined feel for language is necessary for foreign-language translations of marketing texts. Marketing texts only generate success for your company if the translators doing the work possess the appropriate professional know-how and also have excellent knowledge of the cultural and linguistic background of the target country.
#3: Numerous graphic designers and marketing companies place their trust in us for specialized translations of marketing materials. From these cooperation projects, we have obtained in-depth knowledge about the graphic perspective of marketing work and are fully aware of difficult situations you might be facing when editing foreign language texts. Our clients profit from our knowledge in these areas when we share this with you in the form of competent advice.
That’s the added value our marketing translations provide for you.
What we can deliver
Marketing translation services cover a virtually endless range of materials that may be translated or used as the basis for transcreation. This is especially true in today's digital world, in which new methods of marketing communication are evolving almost on a daily basis.
We can provide you with the creative translation of
- newsletters, blogs, press releases
- catalogues, brochures
- websites, web shops
- and many more.
Contact us with confidence if you need any of these materials to be translated into a foreign language. At our translation agency, all languages of the EU and all world languages are available.
We look forward to your inquiries.
Why are marketing translations important?
The 2014 February issue of Common Sense Advisory pointed out that the vast majority of buyers only purchase products and services if their description is available in the reader's native language. Marketing translations allow you to
- inform your potential clients about the advantages of your products and services
- reach out to a wider clientele
- maintain effective communication with a foreign market
- keep clients and partners updated about your company, products and services
- increase sales and revenue
- present yourself in the native language of a foreign market, thereby establishing trust and increasing your availability
The importance of knowing your target audience in the case of marketing translations
If you are selling to a foreign market and would like to have your materials translated, it is very often the case that several parameters need to be clarified regarding your target audience so that we can create highly professional marketing translations for you. Besides technical questions, we have to know about the intended target audience for your foreign language texts. The narrower the niche is, the more details have to be observed. Obviously, a company selling skates for teenagers would use a completely different style in its marketing materials than an insurance company aiming for international expansion. Most of the time, the English language materials give us a very good picture about what style needs to be achieved. But a language does contain cultural differences and nuances that cannot be seen from the source texts alone.
(i) One example for this is the formal and informal style in some languages. Whereas in English, you might address your readers simply with the personal pronoun "you", this can be more difficult in German, French or Italian, where there is a clear distinction between informal and formal style. In these markets, it would be committing a faux pas in several business niches to use informal speech or writing, when formal is expected.
(ii) Phrases and proverbs not existing in the target language. Direct translation of any phrase or proverb that is connected to a very specific idea or notion in the English language can be problematic. Even if a corresponding translation does exist, would that communicate the same message you intended to convey? The same applies for slogans and word plays.
(iii) The checking of any creative product and/or company names in terms of coincidental meaning in the respective foreign language is highly recommended. Even if your legal department has checked the availability of a brand name in a target market, it may well be unwise to use that very name in this market. Our translators inform you about such situations during the translation process.
We are not only able to support you by correctly translating your marketing materials into several foreign languages but we have also extensive knowledge about the culture of your target markets. This enables us to assist you with useful advice and competence, when creating your foreign language materials.
Contact us with confidence for your marketing translation project.