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Posts Tagged ‘Hispanic marketing’

• We are not a race. We are a mix of races and blood lines from many countries. There are Blacks, Whites and Mestizos, (mix of various generations between bloodlines of natives and Spaniards) So, there is no such thing as a Hispanic race.
• We all have various degrees of bilingualism. Some read, speak and write Spanish and English. Many do not. These different skills are also found within the same household. So, neutral bilingual materials and content make sense for key decisions where several members have a say.
Tacos or Mariachis do not necessarily appeal to all Hispanics. In fact, such association offends some.
• Millions come from families that were settled in the US hundreds of years ago.
• We tend to be very loyal to brands when these show they really care about our dollars.
• Many have passports and like to travel overseas.
• We spend a lot of our budget in food because we cook at home, so we value flavors, spices, homemade food and well equipped kitchens.
• We celebrate achievement in formal education. However, we need to do better at researching educational scholarships, grants and opportunities.
• Many of us are self employed. We come with a strong entrepreneurial background and spirit.
• We are younger consumers. We need housing, clothing, education, news, entertainment, etc.
• We need to do better at understanding the value of long term planning and getting some types of insurance.
• We need to do better at understanding philanthropy and the beauty of volunteerism.
• Many were abused by predatory loans. Trust in financial institutions was shattered and it needs to genuinely be rebuilt.
• Many live on tight budgets while they send money overseas to help their families in their native countries. There is not only pride and honor in doing it, but there is a need to do so. This translates into less opportunity to save here.
• There is a lack of understanding about the benefits of political participation and how the US legal system works.

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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,

 

Martha

 

 

 

 

 

 

 

 

 

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It may be baseball season, but you might have a more important ‘pitch’ on your mind. You know that the Hispanic consumer group is the fastest growing market in the United States. In 2011 US Hispanics numbered 52 million (up from 50.5 million in 2010).  It is the fastest growing segment of the consumer market and has increased 3.1% since 2010. So, you’ve made the excellent business decision to market directly to this community by translating your marketing materials into Spanish. But how do you begin?

Glad you asked, because this is where we can help you!  There are some very practical guidelines to keep in mind when hiring a translation company:

  • Do your homework – you need a translation company with staff that understands the culture as well as the language – remember, over 20 different countries are considered Hispanic; who are you trying to reach? Be careful not to lump all Hispanics together, there are cultural differences that affect buying habits.
  • Understand the motivation of this customer; don’t assume it is the same as your English-speaking customer! For instance, family is the nexus of Hispanic culture, and this directly impacts the what, how, when, and why of their purchasing.
  • Take into consideration the demographics: age, education, income, gender, even ancestry play a part in defining the Latin consumer.
  • Hire a translator that knows the phrasing Hispanics know, the words that are already familiar to this community.  The ones that ring clear as a bell and hit home.

Check out this great article, it really speaks to the points I am emphasizing (and probably articulates them much better than I do!). The article cites some significant statistics from the 2010 Census:

  • Sixty-six percent of Hispanics in the U.S. are of Mexican descent.
  • The median age of Hispanics is 27.4, compared to the U.S. average age of 36.8.
  • Hispanics have an average of four children per household, while non-Hispanic households have an average of two.
  • Hispanics made up 16 percent of the U.S. population in 2010. By 2050, it is projected that 30 percent of the population will be Hispanic.

My reliable teams at Galindo Publicidad are literally “hand picked”. They are qualified specialists and experts in the language translation business. We make it our business to stay current with the cultural milieu of the Hispanic consumer, from wherever they may come. We know that it only takes one wrong word to throw off an entire marketing campaign. Conversely, we understand the correct and best phrasing to get your message out in a clean, clear, and dynamic way.

We want to be your translation company for the years to come, we really do. But, if you do have a great relationship with another Language Services Provider, nurture it, ask the right questions, and make sure they keep delivering and ‘get’ the important things I mentioned above.

As ever,

Martha

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As 2011 is coming to an end, I have been reflecting on the amazing year we have had here at Galindo Publicidad. And it’s always satisfying to know that whatever is new and exciting for us means new possibilities in growing your business, too!

Some of the best news we’ve had this year is in our strategic partnerships. Through our alliance with Don Quijote, we offer you Immersion Language courses around the world.  Through New Energy Horizons Regional Center, we can provide a fast track path to immigration for those of you living overseas who want to move to and invest in an existing and approved business in the U.S.  

Programs like these don’t just assist with fast, legal immigration, they attract the foreign capital to the U.S., creating jobs and helping to grow the economy and stabilize business ventures. Do you have friends who would like to make a life in the U.S as permanent residents?  Your associates or friends may thank you for telling them about an opportunity to cut through the lengthy and time-consuming red tape of the standard US immigration process.  Let’s talk! Let’s take advantage of win/win EB-5 programs like these!

In 2011 we also brought you news about the fastest growing consumer group: the U.S. Hispanic market. We assisted you in translating your message and your materials to languages that expand your market to… well the possibilities are endless.

I have given thought to our new clients this year as well as you who have been with us for years, and we are so happy wand proud we have been able to help you. As the holiday lights go up and the festive spirit fills the air, I feel such goodwill for all the peoples of the world. There’s not much need to translate Happy Holidays and Happy New Year – the sentiment speaks for itself!

Our 2012 New Year’s Resolution for the coming year is to remain right on point with new developments in translation and the technology used to make them accessible to you. We will be here to help you make your products and services available to a wider-than-ever target niche, through one of the most powerful tools you can use to engage any audience: skillful translation.  It’s going to be a great year!

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When you are planning your marketing campaign—and you are marketing to potential customers in  more than one language by now, right?—remember that it’s not enough just to translate your copy word for word.  Our brains synopsize images through words at practically the speed of light; maybe even faster, and while it is up to you to write excellent marketing copy, it’s up to us at Galindo Publicidad to take your words and the images they convey to the intended public and shape them to the culture you are reaching for. As business people, we really only get one chance to make that first impression.  The words we use convey images in the minds of our target market and all it takes is one wrong word to take that image from something great that will prompt a purchase, to something that either confuses, or worse, offends!

Cultures vary so widely in what’s normal and acceptable; your product may be viewed as a necessity in one country, yet in another country they may scratch their heads and think “Well, why would I want to buy that?” You have options then. Once your market research points towards Asia, Latin America, Africa or Europe, write your copy to create a need in the mind of your target market, addressing the actual opportunities, or  in some cases (but very few) realize that your product is not something that culture would ever use.

I’m thinking about the old cliché “You can’t sell ice to an Eskimo.”  Well, maybe you can and maybe you can’t; but if you’re going to try, you definitely want the right translation team to convey your words with the original intent, yet in a way that will ‘fit’ for that culture. We have the tools, understand the hows and  whys, and you can trust us to guide you through this confusing maze.

It only takes a few words to put an image in our minds, to powerful effect, right? You can have absolute faith when working with our professional native translators; we take that bigger picture into consideration and we won’t let you misstep! I do not want to sound like a broken record, but yes our translators don’t just know the language you need them translating into, they understand and breathe  the culture, too.

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