Multilingual Marketing for Brand Preservation – A Trend That Is Taking Over
By: Rabia Tanveer
Multilingual marketing is not a myth. It is actually a very useful and successful marketing trend that has taken the business world to new heights. It is an inexpensive marketing strategy that has allowed many companies to flourish and generate more revenue. It is basically a fancy term for global marketing, but in different languages. Globalizing your company is not as easy as the companies think. You need to cover the culture, trends and the demographic style of the country before you can have a picture perfect marketing.
To help you along the way, we have made a check list of sorts to help you create the best brand image while you are using a translation service to handle all your multilingual marketing content. Keep them in mind while you are negotiating with the translation service.
Discuss and Disclose
In order to get the best possible results, your brand development team needs to sit down and talk to the translation service and discuss what you want to achieve from your multilingual marketing. Simply giving them a set of instructions is not going to cut it. You need to paint a clear picture of what you want and share the nitty-gritty of the project with the translation team because it is only then you will be able to get the results you desire to achieve.
Mingle the Minds
To get the best possible results, call a meeting of your shareholders, board of directors, your translation service and strategist and discuss what kind of content your new marketing strategy should have. Everyone should pitch in, in the end you will have a clear idea and plan through which your translation service will be able to perform according to your needs.
According to the translated language of your desire, you need to recruit a team of translators within the translation company in order to get the best results. Every translator is individual and have his or her own specialty. For example, if you want Spanish and French translations, ask your translation service to choose candidates who have the best experience, training and education in their respective languages.
According to a survey by the University of Phoenix Research Institute, 70% of the companies expected their translators to have business/finance proficiency in Spanish, whereas, 42% of the companies demanded the same level of expertise in Chinese.
Take A Test Drive
Create a mock marketing content and test the waters. This will be the perfect way through which you can see what the world thinks of your brand without doing any damage to your system or your revenue. This will also help you to make the necessary changes to your translated content and make it as perfect as it can be.
According to a survey performed in 2006, companies who test their multilingual marketing projects are more successful to get successful in their marketing venture. 76% of the companies in the USA have found success this way in Asian countries, whereas 35% of European countries were found successful in Asian countries.
Keep the Feedback Coming!
Once you have perfected a team and content, you must keep the feedback channel open. You can get a lot of work done and perfected with appropriate feedback from shareholders, marketing teams and translation services. You must keep in mind that this is a process that never ends. You will have to update, re-update and renew your content all the time. The more you improve, the better revenues you will generate.
Keep this checklist in mind and keep moving forward. Keep faith and choose a translation company that is experienced and certified. This is the only way you can ensure that your translations are of high quality, accurate and consistent.