Everyone has been through this. Everything needed to be done since yesterday. There is a crazy deadline to meet. In the rush to roll campaigns out and conquer new markets internationally, what could go wrong with a quick machine translation, right?
“How hard can it be to get them right? Plus, I won’t have to pay the high price this translation company is charging me for just three words! Nobody’s gonna know. How would they know?”
Source: USC Annenberg School
“Eat your fingers off!”
Kentucky Fried Chicken’s Chinese tagline definitely made an impact in the 1980s. In fact, people are still talking about it in online articles published as late as 2023. Except that, no company wants to become a viral meme or an example of what not to do.
As history would like it, sometimes everyone does end up knowing when corners are cut. It is the harsh reality that some businesses have to face when they underestimate the importance of using high-quality translation and transcreation services. And as it often does, history keeps repeating itself.
Despite having stores around the world, IKEA keeps its products’ Swedish names. This can be tricky, as they need to constantly check that these names don’t translate poorly. For instance, a children’s desk named “Fartfull” (meaning “speedy or full speed” in Swedish) caused a bit of a stir when introduced in the UK.
When creating a new campaign, marketing teams optimize keywords and create the best titles, subtitles and copy to bring traffic to ads and convert their audience into customers in a specific language. Similarly, when marketing and translation teams work together to adapt digital marketing campaigns for different markets, they need to have the same level of attention to detail, demographic research and creativity in their new target languages. If not, they will at best fail to bring conversions, and at worst damage your brand image.
The high price to pay far outweighs the benefits of saving a few dollars.
The consequences:
- Legal documents: A single mistranslated phrase could lead to a costly legal battle.
- Advertising: A humorous tagline that lands flat in another language could leave your audience confused.
- Medical information: An incorrect dosage instruction could have serious health implications.
- Labels, packaging & nutritional information: Labels with the wrong information can be harmful to consumers with food intolerances.
- Health & Safety guidelines: Keep your global teams safe with documentation they can read in their native language.Choosing the Right Translation Service Partner.
More importantly, there is a high chance that your consumers will question the quality of your products and/or services if something as basic as translation cannot even be done correctly.
Choosing the Right Translation Service Partner
- Experience: Your translation partner should understand the specific cultural nuances of your target audience(s) and the terminology specific to your industry.
- Quality Assurance: You need to rely on your translation partner to have a robust quality assurance process in place, led by experienced translators and subject matter experts.
- Client Communication: Good customer service should include clear communication and close collaboration. Your account manager should be willing to work closely with you to understand your specific needs and goals all while requesting any additional reference assets as needed. A transcreation request often requires the full context of the campaign: creative concept decks, marketing discussions, and visuals, among others.
At LAT Multilingual, we believe in quality. We focus on delivering exceptional human translations that capture the essence of your message in your target language. In addition, we offer a comprehensive suite of multicultural marketing services to help you adapt your message and branding for your target audience.
- Transcreation: Going beyond simple translation, transcreation involves adapting your message to fit the target culture while maintaining the essence of the original content.
- Localization: We can localize your marketing materials, including websites, social media content, and marketing collateral, to ensure they are culturally appropriate and visually appealing for your target audience.
We want to build long-term collaborations with our clients. Building trust and achieving brand success requires a partner who understands the importance of getting the translation right the first time.
The ROI of Quality Translation
We get it. Budgets are tight. But here’s the thing: when you choose quality translation, you most often save money. By ensuring a clear, impactful message that resonates with your target audience, you will:
- Increase your sales and market share
- Enhance your brand reputation
- Build stronger customer relationships
Ready to take your communication to the next level? Contact us today and discuss how we can help you navigate the exciting world of multilingual marketing.
