Global marketing of a product does not mean that the product is just marketed to the global market – the local market must be considered and maintained at the same time.
It is just as important to understand the needs of your local market as the global one and develop a suitable approach to the marketing of your product. You understand far more easily how your local market behaves than a market in an overseas country. Your local market is ready and waiting for you to approach them with a new product line. You can promote it easily in the language that you both understand. You know what medium of advertising works to attract your local customers whether it is a television campaign, a shopping mall marketing event or a street event where prizes are given away as a promotional stunt.
Going global and reaching out to customers far and wide is a complex undertaking. You have to learn what sector of the global market you are targeting. It might differ from the characteristics of you local market. You will have to get a team of NAATI translators on the job translating you product into suitable languages with appropriate style and tone to suit your global customers.
For global marketing to work you have to have a global team out on the job learning about your potential market so that the certified translation services you choose to do your translation work know what calibre of language to use in translations.
Most important is being actively involved in any marketing approach so that you are aware of any problems that may arise including the monitoring of any immigration translation services you use to help you get across your marketing messages to your potential customers.
When a marketing campaign has been completed, whether to your local or overseas customers, it is important to call a meeting to appraise the campaign so that any mistakes can be corrected before any future campaigns are initiated.
It would seem very surprising if tourist operators did not consider translating their publicity materials into other languages as tourism today is a truly globalized market. People don’t want to miss out on what the world has to offer so by hook or by crook they will get to those tourist destinations that intrigue them, whether it’s the orangutans of Borneo, Tahitian dances or a coral reef. Once they reach that destination, language could well be a barrier if key information has not been translated into any other languages commonly used by tourists who frequent that particular tourist attraction.
Tourism translations done for travel agencies, hotels , tour operators and other businesses who offer tours or services to tourists means that more potential customers are likely to be attracted to that destination because they believe communication will be easier. Websites today are one of the prime promotional tools and are of particular relevance to tourists if certified translation services have translated them into the most commonly used languages
Here are tips for translating tourist related information
1. Use Appropriate Language
Complicated language is not required in the tourism industry. Texts need to be translated into simple but eye catching language that showcases what is on offer. NAATI translators have the flair and understanding of tourism concepts.
2. Use persuasive marketing language
A good tourism translation will market the product so that it is attractive to the potential customer and it will persuade them to take up the offer. Immigration translators know how to use words effectively to capture an audience and do well translating tourist related literature.
3. Don’t forget your client
A focused tourism translation will translate a text that suits the audience as some cultures need to be targeted using a specific style and tone.
4. Don’t omit essential details
A tourism translation can be a challenge as some tourism products may require a price list. A good translation will include prices converted into the currencies of their expected currencies so that the customer can evaluate what they are getting for their money.
Business is getting ever more global, or at least the prospect of increasing a business’s potential market is tempting more and more businesses outside of their usual market place. This is fine when the new market understands the language used by that business, but usually this is not the case and expansion involves translating all marketing material into both the language of the potential new customers as well as take into cultural differences, too.
This can be a challenge as most businesses are not well equipped to cope with translations, let alone adapt those translations to a specific, new cultural market. Most businesses which intend expanding overseas will use an experienced translation services provider to take on the task of translating their requirements. The question then for global marketers is what translation services they should be looking for?
Businesses in Australia should first make sure they use accredited NAATI translation services as they will provide a quality translation service. Your chosen NAATI translators may be able to help you create a global brand strategy. This should include your logo, fonts, tagline etc and ensure that they are consistent throughout your anticipated market region. Basically, you want to ensure that your business is recognized throughout the intended market. Not all translation services are set up to provide this sort of service and you will need to work with them to make sure you get the sort of brand uniformity you want. Your translation service provider in Australia should be able to help develop a style guide which serves as a reference point for all your international offices.
A good global translation service provider should be aware of the pitfalls of straight translations. When it comes to marketing, this often just doesn’t work. What is called transcreation is a creative adaptation of translation which takes into account cultural differences as well as local dialect and other nuances which a straight translation just doesn’t easily mesh with. The whole aim of your expansion drive is to be able to reach as many new potential customers as possible, but they have to know what you are trying to sell them as well as feel interested in your product, whatever it is. A good NAATI translation service, which has translators immersed in the target culture you wish to sell to, is a fundamental requirement for the budding global marketer.
Video marketing is very popular and can be very effective. If this is something that you have used with your original market and wish to use in your new international market of course it will have to be adapted to that market, which means that the translation service provider must be capable of providing a culturally and linguistically appropriate video which gets across the message you want to make.
In Finland, most people speak Finnish and English but there is another language called “Finland Swedish” that is also spoken. While the majority of Finnish citizens speak Finnish as a first language, a significant minority also speak a dialect of Swedish, either as a first or second language. Most Finnish people, like many Scandinavians, have a good understanding of English and find it easy to travel in English language countries like Australia. However, the picture changes when any official documentation is required. Generally, any Finnish person seeking to apply for jobs in Australia or for a visa will be required to produce a number of documents, which will probably be in Finnish or Swedish.
If you are thinking of coming to work in Australia and your native language is Finland Swedish you will need the skills of a NAATI translation service. NAATI translators provide translation services that ensure the translation matches the necessary requirements to gain permission to work in the country. Generally, finding a Finnish English translator is not particularly easy, but any Finnish person who has documents in Swedish will probably find that they will find adequate document translation services, either in their own country or in Australia itself.
Studying the geography and history of the two countries it doesn’t take much of an imagination to believe that the Swedish language would be quite widespread in Finland. At one point in time, Finland was even incorporated into the territorial boundaries of Sweden. Finland’s proximity to Russia meant that the country was always under pressure in relation to language preference but in the end adopted Swedish, which was given official status in the then independent Finland.
When it comes to a professional translation, Finland Swedish is not identical to the Swedish that is found in Sweden, so if any certified translation services are required, the translator needs to be able to understand the nuances between Finland Swedish and the Swedish spoken in Sweden. Grammatically, not many differences will be found between the two languages, but the vocabulary differs somewhat due to the evolution of the language Finns that speak Swedish are small in number in Finland but there are sufficient speakers to mean that under Finnish law it shares the same status as Finnish.
Why does anyone want to become an expert – not just those who are professional translators?
There are 3 simple reasons for the desire to become an expert
1. To be accorded status in the eyes of colleagues;
2. To be paid the best possible rate for their expertise;
3. To gain access to and choose the best clients.
The workplace is where status is very important and any move by an employer to recognize the quality of an employee’s work is a way to enhance this status. Once ones expert knowledge has been developed to its highest possible level there is no looking back as this ownership of knowledge is yours to share with whoever you wish. Once a professional translator has been labelled an expert, professional translation services may well be prepared to offer top dollars to access the expertise.
All translation companies are after expert NAATI translators as they are not only recognized by the Australian government for offering sound and genuine translations for an array of documents that the government may require from foreign nationals wishing to come to live in Australia, do business in the country or take on a course of study at an Australian educational institution.
Translation business is set to grow globally
The professional translation services industry globally is set to expand by 2018 to $39 billion. Investors are realizing the gains that can be made from investing in such specialist translation arms as document translation and visa document translations. These areas are expanding rapidly hand in hand in the expansion of the global marketing for labour, goods and services.
There is one company called “Transfluent”, whose purpose is to connect 50,000 translators with the ever increasing demand for foreign translations such as company promotional material and emails. In fact there is no better time for an expert NAATI translator to find lucrative work with professional translation services which provide the expertise to do translation work. Moreover it is no better time than to turn from being a professional translator to an expert professional translator.
If you run a business which makes or sells a product or provides a distribution network for products that either originate overseas or are to be sold overseas, you will need to use a translator at some time or other. A NAATI translation is one that has been approved to undertake accurate translations that any business you are dealing with overseas will accept. Whether you are intending on translating your website into many languages or trying to boost your sales a NAATI translator can do all the accurate translation you want. In fact, NAATI translators cover all the languages and will do translations for a variety of purposes.
Many businesses don’t realize that they are not reaching all their potential clients because their product descriptions, marketing tactics and websites are all in English. Even though English is a commonly used language in business there are still many people who have ready cash to spend and are looking for suitable products to buy but they don’t speak English so use only businesses in their own language when it comes to purchasing. Some businesses or even eager consumers will try to translate product information using online translation tools. These are not always accurate so can be misleading but NAATI translators go the extra mile and ensure the meaning is conveyed accurately and clearly to the potential buyer. In the end your business will grow if you use a NAATI translation.
It might be a surprise to know that only 40% of those who use the Internet globally do actually search for products in English and approximately 25% of Internet users know any English at all but they are still out there searching for well priced products worldwide.
In some countries such as Britain it has been estimated that sixteen billion pounds are lost in business revenue yearly by companies because they fail to market their products in other languages. No doubt there are similar statistics for other primarily English speaking countries such as the US, Australia, Canada and New Zealand. This is why employing the services of a NAATI translator in Australia, for example, may change the business potential of your company forever as your market grows.
In Australia, you can generally be certain that a NAATI translator meets exacting standards of translation quality, but not all NAATI translators or translation service providers who employ NAATI accredited translators may suit your requirements. So how do you find the translator you want at the right price?
You will be most likely to choose a NAATI translator for all formal translations, e.g. for translating birth and marriage certificates, but not all translations necessarily require a human translator. If you want to make an enquiry by email, for instance, with someone overseas who doesn’t speak the same language as you, then you can use any one of a number of free translation sites on the internet. They are not very accurate, but if accuracy is not essential, and all you want is the general idea of what is being communicated, they are certainly fast and free.
Using a translator that is based in the town or city where you live is rarely important, because most providers will have an online facility where you scan a document and send it by email or upload the document on to a specific place on their site. This gives you considerable more choice of who to use and how much they are likely to cost. There are some situations in which you may want to talk to the translator, especially if the project is likely to be lengthy or ongoing. Then you may wish to use a locally based translation company.
When you have narrowed down the choice of NAATI translation service providers you can then provide an idea of what you want translated and ask for a quotation. Many translators will ask a fixed price for relatively straightforward documents like qualification certificates, employment contracts and birth or marriage certificates, but it is always best to check that they specialise in the language you want.
Not all NAATI translators handle the full range of document types just like they may only offer a limited range of languages. If you have particular translation needs, such as legal document translations you should check that the translator you are thinking of using has particular experience with that type of document. Marketing translations are another area where the choice of translator is important. Marketing translations should be culturally appropriate so the translators not only need to know the language well, but have some depth of experience in the culture of the intended market, too.
Finding a suitable translation service to translate your correspondence or documents can be a confusing process. In theory, every translation service should be able to provide a similar level of expertise, but in practice this is rarely the case, and it pays to do some research before you finally commit your documents to a particular service provider. The following are some tips to help you make that all important decision.
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Effective language translation needs to be a lot more than just translating a body of text word for word. The translator needs to understand the culture of the two languages and its nuances as well as straightforward conversion of vocabulary. Here are 5 tips which are part of any good translation service.
Continue reading “5 Tips for Effective Language Translation”
Australia changed the way it managed skilled migration a few years ago, making it easier in some ways to attract skilled workers in a number of occupations where there was an existing skill shortage. Some of the overseas migrants come for a year or two then return to their own countries, others love the life here and go on to apply for permanent residence.
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