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Posts Tagged ‘Localization’

 

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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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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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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For some time you, our clients, friends, and supporters, have read our blogs about translation, and how much the simple practice of translating your marketing materials into other languages can help grow your business. But there is yet another way to add value to your marketing dollars, both in your native language and the niche language of your potential new customers. And that is Captioning.

Every now and then, a fresh and exciting way to do the business of selling our business comes up, and  captioning fits that description for me. Businesses are already learning that captioning opens a whole new arena of ways to reach audiences of any economic strata. Using captioning is the vanguard of marketing to come; marketing that is inclusive of everyone.  And that, in any language, spells out success!

Imagine the added numbers of consumers you could reach simply by close captioning your native-tongue and already-translated pieces. Many people are unaware of just how significant the market, and the current push for, closed captioning has become. There are people all over the world, who speak too many languages to list, that are advocating for more extensive and expansive closed captioning. It is a very interesting, on trend topic.

How can captioning in any language  be used to help your marketing efforts? Do you use commercials? Infomercials, webinars, Youtube?

A few examples include: captioning on all TV shows; even if there are no hearing impaired in a household, captioning can offer the option for one person to watch a program without disturbing another. And of course if there are hearing-impaired in the household, and you advertise on TV, then your message, through closed captioning, is reaching so much further!

Closed captioned TV commercials also help the hearing public learn more about products and services on the market by allowing those words absorption through sight in addition to sound.

Here is an article for further reading that gives some very persuasive reasons for why closed captioning is so in vogue on Youtube: http://www.reelseo.com/youtube-closed-captions-seo/

As I write this, the FCC is receiving more requests every day, advocating for broader legislation requiring captioning on more venues. Soon captioning may just be the law. Why not jump over your competition now? Reach out. Contact us for more information about how easy it is to caption or subtitle  your infomercials and commercials, webinars and Youtubes, in any and many languages!

Happy Holidays to You All,

Martha

Tell us, have you had an experience when closed captioning where you didn’t expect to find it made your experience a richer one? We love hearing your thoughts, comments, and experiences.

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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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