Posts Tagged ‘Hipanic marketing’


Some of you have heard the news already. We have another announcement to make! Things just keep getting better and better and we’re so excited to share with you that we have added a satellite office right in the heart of downtown Miami! We’re happy to have yet another way to meet our client’s needs. Our new office is at One Biscayne Tower, 2 South Biscayne Blvd., Suite 3760.

A client was telling me recently that she was feeling apprehensive about translating her marketing materials into Spanish. She knew she needed to do it and she had seen how much doing so had done for her competition, but she just didn’t know how to decide how much to translate, or what exactly to translate… and it was keeping her from doing it at all.

The trick, I told her, is to rely on the expertise of her language services provider (in this case, us!) to evaluate the needs, terms, audience, and even consider the benefits of key terms and glossary development option. Once some key terms have been agreed upon, it is the translator’s job to find the right balance of localized and globalized translation for your materials as per your business priorities.  A broader appeal approach is usually what we recommend, but there are times when that balance needs to be adjusted and that’s part of what we do at Galindo Publicidad.

A multilingual marketing campaign is a powerful communications business tool that should keep your brand and product lines consistent across the globe in any language. This is where your translation service earns their fee; it takes experts to be mindful of this balance for you. And your documents are not cemented; this kind of communication is a living, breathing, malleable thing that must change as our world changes. Check this article on Secrets of SEO Success in Other Languages http://www.seomoz.org/ugc/secrets-of-seo-success-in-other-languages-15072

I think our client was feeling much better once we agreed upon the right approach for her. We were laughing at how smooth and easy it really was to set the right course, and I’m glad we could provide just the right service for her. To discuss ways to get your project going contact us at info@translationsandmore.com and get a fast and easy quote for your company!

All best,













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We have some great announcements!

We care about our clients and always try to stay informed about what’s happening with your target audiences. I felt so honored to be among the 150 Hispanic leaders at The White House this September for a briefing on Hispanic Affairs. This was in celebration of Hispanic Heritage Month. Among the topics covered were international trade, work, education, health, and immigration reform. I came away with some great ideas on how to better serve you!

Through the enormous power of partnership and alliance, successful communication can change our world. We believe there is, even in a tough economy, an emergence of global thinking and sharing. and we work hard to develop strong strategic partnerships. Partnerships that bid and fulfill projects all over the nation.  The need for translation just keeps growing and there will never be a better time than now to position your organization to a multilingual, global market. I’ll tell you more about some of these projects next time.

There is so much to tell you this time! Many of you have asked for this, and we did it for you—we now have Paypal on our website, making it easy and fast to get your projects going. http://www.translationsandmore.com/quote.html

 And we have added a QR code (those funny-looking black and white squares you’ve seen popping up lately) to our blog. It’s very cool—you can scan information about us and how we can serve you—by saving it to your smart phone you can read it at your leisure!

We can help you get started with your translation needs so you can compete in an ever-growing multilingual world. Call us, click to us, or leave us a message and see how translating your materials can be one of the smartest decisions you could ever make.

PS—Come to the Galindo Publicidad quote page to get an estimate for your project. Oh, and in case you have not downloaded it yet, there is a free app that scans QR codes; you can get it here: http://www.appbrain.com/app/barcode-scanner/com.google.zxing.client.android

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More exciting news—we have just partnered up with one of the best Spanish language schools, don Quijote! This is a fabulous school that offers the very finest in-country Spanish courses, both in Spain and Latin America. In-country language courses immerse you in not just in the language, but the culture, too, giving you a true experience of the roots and heritage of the language you want to learn. And total immersion (you can decide how long) is also the fastest way to learn a new language.  It’s not like me to be ‘sales-pitchy,’ but really, sign up now, because the summer courses fill up the fastest.

Why Spanish? Well, let me ask you this, do you know what this sentence:   Nos interesa adquirir 100 piezas del modelo…. says? If you don’t, you may be losing business, because this customer just asked you for 100 pieces of your product! Spanish is spoken by nearly 500 million people, it is second only to English in international communication, and is the third most-spoken language in the world, after Mandarin Chinese and English. Moreover, since Hispanic consumers are the fastest-growing market segment in North America—see my previous Blog  “Is Hispanic Purchasing Power Showing You the Money?” for some stats—learning Spanish translates to good business thinking.

  • Spanish is an official language of the UN and its organizations.
  • Spanish is the mother tongue of approximately 388 million people in 21 countries.
  • Hispanic population in the USA has grown by 60% in just one decade and their buying power is expected to exceed $1.3 trillion by 2015 according to Hispanintelligence®.

If these aren’t reasons enough to learn or refresh your Spanish as soon as you can, think about this: some  may even want to translate Lady Gaga lyrics for practice. I write this as a joke, but there is something to be said for keeping up with what younger generations are interested in. After all, their purchasing power is no small thing, either!

We have been planning to affiliate with language schools for some time and we took the time to search out the schools we feel good about recommending to you. don Quijote measures up to our standards and I am pleased and excited to announce our affiliation. Spanish is just the beginning. Watch my blog for more languages as we continue to form key partnerships with educators in some of the most beautiful parts of the world.

So check out don Quijote (their site gives many more reasons, culturally and economically, to learn Spanish) and when you are ready, we will help you get going. Whether you go alone,  or with colleagues, classmates, family or friends, you’ll be saying “Let’s do this!” in Spanish very soon.

Yours in every language,


PS— Yes, don Quijote does offer online courses, as well.

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Here comes the holiday season again, and it seems to me I just put away my straw hat and beach towels. Is time moving faster and faster? Or does it only seem that way because, in our ever-more connected world, messages from our loved ones, friends, acquaintances, even the messages we find every day in the media, are zipping around the world faster and faster.

This makes me wonder: how do we prepare for a world that moves faster than we can say “multilingual translation?”

When I first started Galindo Publicidad, Inc., this is the question that drove us and became the core of our mission: help our clients create business communication that pushes the limits, bursts through old paradigms, and joins the exciting multilingual domestic communities and the international business world.

Global trade, international business—they depend on communication. Communication depends on effective and accurate TRANSLATION. The business that cannot successfully market its goods and services globally will soon be the business that falls behind. Companies that forge ahead use effective translation to connect with their customers in the modern business milieu across the globe.

Galindo Publicidad, Inc. offers translation services to help our clients carefully script commercials and infomercials, webinars, you-tube, and more. We target the niche you want to reach with advertisements, collateral, manuscripts, directions, and instructions that stay true to your content,  so the father in Brazil can piece together a tricycle from the U.S. on Christmas Eve, or a wife in Hungary can unveil an import motorcycle for her husband during Hanukah!

Translation is the edge that international business rides as our world interacts. As the holidays approach, the happy faces around us can say “Happy Holidays” without any words. We are thankful to promise our clients that through the holidays and beyond, we celebrate your successes. All through the year, at Galindo Publicidad, Inc. we can share our expertise and offer this most vital business tool: multilingual translations for a more connected world.

Happy Holidays to You!


We love to hear from you! Please tell us how translation has helped grow your business, or share with us your thoughts about our interconnected world; we always respond, and we encourage all our readers to comment, too!

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At the end of a stressful work week people in the U.S. often say, “TGIF (Thank God It’s Friday).” In other countries the phrase probably is something equivalent to: “TGIW (Thank God It’s Wednesday)”. That’s because the work week ends on Wednesday in Saudi Arabia, for example, not Friday.

The concept of a work week is fairly recent in human history. In many countries a six or seven day work week was standard up until the 20th century. The two-day weekend — comprising Saturday and Sunday — became U.S. law in 1940.

Customs are different in other countries. Did you know that in Muslim countries, for example, the day of rest is usually Friday? If you want to do business internationally it’s important to know what the boundaries of the working week are, because you don’t want to plan work related events  on a day that your international partner, supplier, or client considers a day of rest.

Here are some general guidelines about the working week in various countries.

. Indonesia — the largest Muslim country in the world, considers the work week to be Monday through Friday.

. Saudi Arabia, Oman — Saturday through Wednesday.

. Iran — Saturday through Thursday.

. Egypt, Iraq, Jordan, Syria, Qatar, Bahrain, United Arab Emirates, Kuwait, Algeria  — Sunday through Thursday.

 . Israel — Sunday through Thursday, or sometimes till Friday at noon.

. Lebanon — Monday through Friday, but government offices are open till noon on Friday.

In the European Union the standard work week is from Monday through Friday. Retail shops are usually open on Saturdays but closed on Sundays and evenings. Laws vary in specific countries: in France, only a very small number of shops are allowed to open on Sundays, such as bars, cafes, restaurants and bakeries, and some are only allowed to be open Sunday morning. There is a trend in many EU countries for more shops to be open on Sundays.

In Asia, the Monday through Friday work week has been adopted by most countries, although in India, the standard week for many private companies includes a half day on Saturday.

Being aware of the laws and customs about the work week in foreign countries is important for your success in business. It’s just as important as knowing customs such as when to shake hands, or how to address someone in a business setting. It’s all part of the research you need to do if you want to have a successful business relationship with people in other countries.

At Galindo Publicidad, we care about your overall international experience and success. As language issues experts we have a deep understanding of idiomatic and cultural expressions, local customs, regional history, norms, ethnic groups, and hundreds of nuanced factors that will help you achieve your goals in your international business relationships.

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This time next year the U.S. Census Bureau is scheduled to release the results of the 2010 census, which is already predicted to show huge growth in the number of Hispanic Americans. The total number is expected to rise to 50 million, from 38 million in 2000.

That’s a growth rate of four times the general population.

With that growth in numbers comes an increase in purchasing power. Indeed, Hispanic American purchasing power surpassed $1 trillion in 2007. Hispanics now have about $863 billion in discretionary annual income, more than any other minority group in the country.

What’s even more interesting for marketers, however, is that Hispanics are very active consumers. An Experian/Univision study found that:

•  Hispanics are 38 percent more likely to buy advertised products than non-Hispanics.

•  Hispanics consistently shop more frequently than non-Hispanics.

  • Twice as many Hispanics (31% vs. 15%) are willing to pay premium prices to buy branded prescription drugs instead of generics.

Virtually every type of company and organization in the United States is being affected by the growth of the Hispanic population. That includes government, healthcare, manufacturing, food service, retail, construction, publishing, education, finance, and law, to name just a few examples. Marketing and selling to U.S. Hispanics has become so important that universities are offering programs on the subject, and advertising agencies are opening Hispanic departments.

The Census Bureau report is expected to predict continued growth in the U.S. Hispanic population, till by the year 2050 one out of every four Americans will be Hispanic.

A cardinal rule of business is to look for growth markets. These numbers tell us that the Hispanic population in the U.S. is the biggest growth market around. More smart companies will try to tap into this market as it grows bigger and bigger. It is not a matter of If, but when.

Many companies have decided this is the year they’re going to establish a presence in the Hispanic market. If you’re one of them, consider that one of the first steps in reaching the Hispanic market is to identify specifics about your target audience. You will probably realize that due to the language abilities and preferences in a household, having culturally meaningful and accurate  translations and adaptations of your marketing, training and promotional materials in Spanish is a must.

A first-rate translation company like Galindo Publicidad Inc. can help you do that. We have years of practical experience with publications addressing the Hispanic communities around the country, and we specialize in fast, accurate translations for all your needs. To enter the Hispanic market successfully, you need a skilled translation company to partner with you. Let Galindo Publicidad Inc. be that company.

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There are certain situations where it helps to have your translation company create a working glossary. A glossary is a document with definitions of key terms. A good glossary can save you time and expense due to inconsistencies, disagreements, delays, and last minute revisions. A comprehensive glossary will help translators and editors do their jobs more efficiently, because this approved list of industry terms and company stylistic preferences streamlines the production process.

Here are some tips for figuring out if you need to create a glossary.

  • If the job has a large number of pages, or is a long term one. Do you need a catalog translated? If it has a large number of pages and there are a lot of specialized terms used, you may want to have your translation company create a glossary. Likewise, if the job will include many smaller jobs stretched out over the long term, creating a glossary is a good idea. Using a glossary for larger jobs like this will eliminate costly bottlenecks, and time-consuming linguistic inconsistencies.
  • If the job uses highly specialized terms. If your industry uses a lot of terms that all parties involved may not be clear on, it’s helpful to create a glossary they can refer to as needed during the life of the project. 
  • If many people will be involved in the project over time. The more people who are involved in a translation project, the more important it is to coordinate in advance.  A glossary is especially necessary in this case, because it keeps everyone on the same page as far as the meanings of words used in the documents. You won’t have a situation where your field representative in Argentina or Mexico comes in at the last minute and changes key terms that affect everybody.

Creating a glossary will not add much to the cost of the translation job. A reputable translation agency can use skilled human translators and specialized tools to produce a few pages of key terms quickly, submit them to you for feedback and input, and do it at a  reasonable cost. Glossaries are not justifiable for all projects, however – if all you need is a small brochure translated, it’s not worth the cost of creating a glossary.

If you have manuals, or a high volume, long term translation project, however, a glossary is definitely a necessary tool to keep everybody in sync and on schedule. Investing in a glossary at the beginning will keep the process accurate and consistent, and will pay off in a successful translation job that avoids costly revisions at the end and meets all your deadlines.

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