Everyone wants to expand their business outside the borders. After fulfilling all the legal requirements of the foreign country, the businesses start their operations. People in foreign lands speak different languages, so the question is how they can make people know about their products and services. For this, they spend a large amount of money on marketing campaigns. If marketing messages are communicated in their native language, people will be more inclined to their products. Therefore businesses must go for marketing translation services so that people can know about their products and services and use them.
Marketing Blunders
Apart from marketing translation services, transcreation services can help businesses that want to address diverse cultures. By avoiding literal translations and embracing cultural adaptations, companies can mitigate the risk of marketing blunders and build stronger connections with their target audiences globally. They translate and recreate the content that resonates with the target market. Transcreation of marketing content will help to avoid any big blunders. No doubt that transcreation is a tricky task but if you take the assistance of a professional transcreation agency, then you can avoid errors in transcreation that can sometimes be very embarrassing.
Transcreation Services in Marketing
Translation errors in marketing translation services can sometimes amuse you and at times you get offended. Big global companies can afford the marketing blunder however small companies can lose their marketing share easily. You must be wondering what the solution is. Transcreation services help to avoid marketing blunders. With the help of these services, you can send the translated message in its original essence.
Let’s have a look at some of the marketing blunders done by some global companies.
- When translating the marketing slogan for the new ballpoint into Spanish for the Mexican target market, the phrase “It won’t leak in your pocket and embarrass you” was rendered as “No se filtrará en tu bolsillo y te embarazará,” using “embarazar” for embarrassment, which means to soak.
- Another translation blunder in history was when Pepsi tried to tap into the Chinese market. When they translated their slogan ‘Pepsi brings you back to life’ it was translated as ‘Pepsi brings your ancestors back from the grave’. This was one of the worst marketing blunders that were made by the giant company Pepsi.
- Braniff International Airways made another major blunder with their slogan “Fly in leather” when it was translated into Spanish, reading as “Fly naked.
- The giant car company Mercedes-Benz entered the Chinese market with the brand name Bensi which means a rush to your death. The car company realized its mistake immediately and altered its name to Ben Chi. This name goes perfectly with the car company. It means the dashing speed.
- One of the automotive car industry Ford found a dead body in the car. They try to make sales through this case and try to highlight its excellent manufacturing. For this reason, they signed an ad campaign that says every car has a high-quality body. When they try to translate the slogan. The slogan is every car has a high-quality corpse. It was against the image that Ford wanted to portray.
- UK brand HSBC ran a marketing campaign a decade ago. They spent lots of money on a brand tagline that was Assume nothing. When translating it into other languages, it ended up conveying the meaning “Do nothing. To remove this error, they spent money again to change the tagline which was The World’s Private Bank.
- KFC, a renowned food chain, entered China on the wrong foot. When translating their slogan “Finger-licking good,” it was translated as “Eat your fingers off.”
Professional Editing is Important for Transcreation Success
We check the errors in the translation through a professional editing service. In the same way, these services help identify the blunders in transcreation services. Moreover, it provides cultural insights and leads to copywriting. Let’s find out how professional editors can help.
- They analyze and identify the graphics, inappropriate humor, and any such inappropriate message before it reaches the target audience.
- Professional editors can also transcribe your message in a way that resonates with the target market.
- They also try to maintain consistency in different languages. Additionally, they make sure that your message remains consistent in different markets.
By using transcreation with a professional editing service, you can convey your marketing message to the masses effectively.
Wrapping Up
Transcreation is time-consuming and requires more effort than translations. However, these extra resources, time, and effort will give you rewards in the form of business expansion. To get state-of-the-art transcreation services, you must hire a professional transcreation agency. These companies have a team of native translators who can convey your intended message in the first attempt. Moreover, they use editing services to remove blunders from transcreation services.
Global companies of the world spend large amounts of money on running marketing campaigns. What use are these campaigns if they do not communicate your intended message to potential customers? So are you ready to use transcreation services to avoid marketing blunders?
