If your company is interested in expanding internationally or perhaps targeting culturally diverse domestic markets, you have probably come across the term transcreation. Transcreation is a language service helping companies gain attention from diverse consumer markets by linguistically, culturally and emotionally appealing to their senses. Creating and adapting a marketing message that transcends boundaries can increase your customer base, drive sales and create an international brand awareness. Many large companies transcreate their marketing messages in order to appeal and entice consumers speaking various languages and from different cultures. Mcdonald’s approach to marketing it’s tagline in China was spot on. They changed their tagline, “I’m loving it” to “I just like it” because the usage of the word “love” in public is offensive in China. Procter and Gamble released their famous product the “Swiffer” with a tagline that read “When Swiffer’s the one, consider it done.” The company launched the product in Italy, however when translated into Italian the rhyming factor was lost, so transcreation was needed in order to retain its appeal. The tagline was changed to “La polvere non dura, perché Swiffer la cattura,” which translates to “Dust doesn’t linger, because Swiffer catches it”. Transcreation was used to depict the original message and tell consumers what the product actually does using a rhyming as well as clever solution.
Language and cultural adjustments more often than not need to be made to marketing material before being released in different markets. It is possible to maintain creative integrity when translating marketing content from one language to another. There’s a process in which to ensure transcreation is done with success, that starts by hiring a professional language service company that will pair you with a team of transcreation specialists.
Follow This Checklist to Ensure Transcretion Success:
#1. Choose the Right Language Service Company:
In order to receive professional level services you must form a relationship with a creditable language service company. Professionals will be dedicated to aiding in the advancement of your brand in diverse markets. Transcreation requires structure as well as creativity, when successfully done, your marketing message will achieve a cross cultural emotional connection. When this is accomplished, the transcreation of your marketing material is a success. Copywriters, translators, marketing specialist and graphic artists work together to develop and create transcreation perfection. This helps companies attract diverse markets while retaining their well crafted marketing concepts. Niki’s Int’l Ltd. is a language service company who wants to help your business grow in diverse markets. Through the use of transcreation, the Niki’s Int’l Ltd. team can help you create a global advertising campaign transcending the boundaries of culture and language. Their professional transcreation specialists and project managers will work with you every step of the way to ensure your transcreation project is completed with the highest quality services in the field.
#2. Provide your Language Service Company with the Following:
- A creative brief and overview of your company as well as brand and business goals you want to accomplish through the transcreation process. A creative brief is basically a cheat sheet, summarizing the vital information regarding your company and its marketing campaign.
- A copy of your logo, explanation of industry terminology used, brand copyright or trademark.
- Relevant content used in marketing materials, reference materials, important product information, original documents that have already been edited as well as corporate guidelines and specifications.
- Target audience, demographics and desired languages.
Once you have provided your transcreation team with all the necessary information needed to understand and encompass the meaning behind your brand, step back and allow them to be creative.
#3. Get Together A Review Team:
Once your transcreation project is complete, gather a small review team who is familiar with your brand. Make sure the reviewers fully understand the intention of your brands message and allow them to evaluate the effectiveness and quality of the transcreated material. Shaping marketing material to appeal to diverse consumers is difficult but can be accomplished. The most important aspect to keep in mind is hiring the right language service company that can ensure linguistic and cultural accuracy as well as provide an emotional connection with your target audience. Investing in the transcreation process can truly bring brand awareness to your company, increase customer bases and drive sales. If you’re interested in targeting diverse consumer markets, contact Niki’s Int’l Ltd. and get started today.
Niki’s Int’l Ltd. is a WBENC-Certified Women’s Business Enterprise with 20 years of language service experience. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified interpreters and translators. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at www.nilservices.com.