Advertising agencies and PR firms have specific and unique needs when it comes to translation. From press releases to ad copy, advertising translation requires a developed knowledge of not only a language, but also the cultural background behind the words.
Advertising translation can be a key way to expand your international client base — if you know the tricks of the trade.
Remember these tips when translating your advertising materials:
1) Know your audience.
Before you begin translating your copy, decide who you want to target. Who will be the most receptive audience for your message or product?
Be as specific and thorough as possible when choosing which audiences to target. For example, if you’re considering a Spanish translation, think about which Spanish market you’re aiming for: South America, North America, Europe? There are several different dialects within the Spanish language. You don’t want to be promoting the same ad in Spain that you would in Mexico.
Also, consider the age of your audience as this will likely affect the copy being translated. Maybe you want to invest in two separate translations; one for a younger audience and one for a more mature demographic.
The more you narrow down your focus and pinpoint your target market, the better the chances you’ll receive a translation that actually attracts buyers.
2) Expand your options.
There are dozens of ways to reach international audiences, so expand your advertising translation materials to cover new and varied channels of communication.
Print advertising and press releases are solid standbys, but translating your website content and publishing press releases or blogging about a product in other languages can be an immediate way to reach thousands of far-flung readers.
You might consider starting a profile on social networking sites like Twitter or Instagram specifically catering to speakers of another language. Or launch an email marketing campaign. Remember to include these newer forms of media in your advertising translation plans.
3) Focus on localization.
In the marketing industry, localization is the adaptation of all elements — from design to cultural references — for a specific audience. Little changes in an audience can mean big changes in response rates and sales numbers.
Even if two groups speak the same language, they might require different translations for advertising. Ads for a “torch” in the UK will leave American readers confused unless the word is changed to “flashlight.”
Localization can solve these issues, from common words to date formats and measurement conversions.
4) Consider the whole package.
There’s more to translation for advertising than just the text. Remember that graphics, layout, and design can be just as important to grabbing the attention of an international audience.
These changes not only affect the feel of any marketing material — sometimes they are also necessary for the translation’s legibility. You might need to make allowances for the direction in which the language is read, or the physical space that a different script or alphabet takes up.
The design specialists at Accredited Language can customize the look and feel of documents and websites for a specific audience to make the right statement in any language.
5) Keep an open mind.
If you’re looking into translation for advertising, chances are you already have an idea that works well in its original language and that you might be attached to.
It’s important to maintain a degree of consistency throughout any marketing campaign – that’s what makes your brand, company, or product recognizable in any language. But remember that what works in one language may not always be right in another.
Keep your target audience at the forefront of your mind in any advertising translation project. Staying open to new ideas will make sure your message isn’t lost in translation.
How Accredited Language Can Help
If you’re ready to get the ball rolling on advertising translation for your company, contact us today and start reaching a whole new market!