There is so much to say about the importance of marketing translation services.
And so much to ask any Marketing Manager before they can decide whether we are the right supplier for them:
- Do you feel brand integrity has degraded during translation in your last foreign marketing campaign?
- Do you sometimes feel you look like 20 different companies in 20 different countries?
- Is your message inconsistent from market to market?
- Have mistranslations or culturally ineffective translations adversely impacted your brand identity?
- How about time to market? Have translation errors ever delayed the release of your marketing campaigns?
- Have you discovered too late that your core messaging was inappropriate or meaningless in certain markets?
- How about the response rates then? Are response rates for your international campaigns lower than for domestic ones?
- Has poor quality caused low open/response rates or caused embarrassment? Or had an impact on your sales people’s effectiveness at closing business?
Even if your response is yes to one of the above, you are still lucky you are not one of the unfortunate brands below:
In one marketing campaign, Coors put its slogan, "Turn it loose", into Spanish, where it was read as "Suffer from diarrhoea".
Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing sucks like an Electrolux."
When Gerber started selling baby food in Africa, they used the same packaging as in the U.S., with a beautiful Caucasian baby on the label. Later, they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave", in Chinese.
In short, it happens. But make sure it does not happen to you.
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