An intentional strategy must be used when launching a marketing campaign in a new language market. What colors, images, or words will be memorable to the local audience? Which might be insulting? Even the most carefully thought-out campaign might fail without a sharp cultural eye. Here are our top ten suggestions for adapting a corporate website, product packaging, social media campaign, or advertising message across cultural boundaries.
1. Analyze the original content
A market specialist should review your source content for any metaphors, phrases, or notions that could not be universally understood, such as some sports analogies and visuals. Having this input before localization starts can help you determine whether to change parts of your original campaign’s content to be more universally appealing or to focus on localizing certain sections so you can maintain consistency across different markets.
Due to this additional preparation, your localization provider is now able to advise you on the metaphors and imagery that will work best in the target language and society. In a perfect scenario, the author of the source text would also have writing experience that is appropriate for a global audience.
2. allow enough time and budget
Localizing marketing takes time. Expectations about timelines and expenses should differ from those for translating technical or standard business documents. The meaning of marketing copy is typically more ambiguous and subject to cultural interpretation. Extra care must be taken with headlines, taglines, and creative content, which typically involves transcreation. Additionally, you should rely on linguists who are familiar with your brand voice because worldwide marketing content needs to have a consistent style.
3. determine target audience
Before sending the linguist your content, decide whether the project is worldwide or regional. Your target languages will be determined by this as well as your budget. You might take “global” Spanish into account if your audience is international. Choose certain regional Spanish translations if you’re exclusively targeting Latin American audiences (i.e. Peruvian Spanish, Colombian Spanish, etc.).
The habits, tastes, and lifestyle of your target audience must be reflected in your marketing content for it to be effective. It’s crucial to examine the benefits and drawbacks before selecting a “global” version of a language like Spanish. Although using “global” language can save you money, it could not have the desired impact because it is too neutral. You should weigh the advantages and disadvantages of each scenario.
4. Define the desired style and tone
Are you using formal or casual communication? Does each sort of communication have a separate target audience? Should the style of the translated material follow that of the original or be more regionalized? Set this up in advance to maintain consistency.
5. share the knowledge
Your localization partner must comprehend the text’s purpose, goal, target audience, and brand voice and style in order to consistently deliver copy that matches your standards. To get the idea across clearly, a comprehensive translation lexicon and style guide are essential.
6. review an early sample
Establish a review team in advance, ideally with a reviewer for each language who will join from the start. By examining a sample of the localization piece early in the process, you can ensure that your localization partner is on the right track. You should verify the style and tone at this point. Reworking style takes a lot of effort, so it’s preferable to make the correction straight away.
7. expect a lot of feedbacks
Ngôn ngữ mang tính chất chủ quan. Đối với ngôn ngữ trong marketing hay những văn bản mang phong cách riêng, phản ứng của người đọc khá rõ nét. Khi bạn lên lịch trình công việc, hãy để một khoảng thời gian cho bước tinh chỉnh cuối cùng, sau khi đã phân tích, tổng hợp, và sửa theo nhận xét về bản dịch (nếu bạn có nhiều hơn một người hiệu đính).
8. use universal symbols
Standard symbols that have been authorized by the International Organization for Standardization (ISO) are used in many nations, particularly in Europe. The European Union (EU) allows the use of symbols for things like recycling, shelf life, and ironing, which saves a lot of space and complies with local regulations.
9. know that slogans are tricky
Slogans and taglines need a great deal of work and time to localize, and they may need to be altered somewhat or dramatically in the target language. A worldwide slogan is uncommon since it’s difficult to find one that resonates in every market. The “I’m Lovin’ It” slogan, which was used in the majority of nations, was not developed by McDonald’s until 2003.
10. beware of space limitations
Recognize that different languages can have quite different requirements for spacing. For instance, most other languages will occupy more space if English is the source language. Therefore, once localization is finished, packaging and its corresponding instruction sheets that have restricted space may need to be altered. You should plan extra time for this, or even better, think about localization when creating the application and create enough space for the target languages.
The right partner is the first step in effective localization of marketing
When you have a team that clearly understands your brand and the local market, your marketing campaign is guaranteed to aid in the expansion of your company. With a team of linguists that are conversant in the target language and culture, TRANSCREATIO is constantly ready to offer clients the most thorough localization services, accompanying customers on the way to conquer the international market.
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