Going global is a huge and exciting leap forward for your business. It can open doors to incredible new opportunities so it’s important to get it right and not end the adventure before it’s even begun.
You might think a translation is simple and easy however there is a lot more to it than meets the eye. When marketing a product the company puts a lot of effort in to the little tricks such as play on words, idioms, SEO and site graphics. A standard translation from a machine will not take this in to account therefore all of the skills we use to market a product in one language must be done in the other language. Different terminology and idioms might not have any significance in another culture so research is crucial.
Over the years so many companies have made the fatal mistake of having a literal translation of slogans which make absolutely no sense in the foreign market. Let’s take a look at some marketing disasters by well-known companies.
In the 1980’s the fast food restaurant KFC expanded it’s franchise to China however it didn’t start off well. The translation of their famous slogan “Finger-lickin” good was translated as “Eat your fingers off”.
When Coors marketed their “‘Turn it loose” campaign in Spain it was translated as “Suffer from diarrhoea” which doesn’t quite go down well with beer consumers.
So when you want to expand remember translation isn’t straightforward, you need to know the country as well as the language. You need to have translators who know a lot more than Google translate, they live immersed in the history and culture of the country so are the perfect candidates to kick off your business globally.