Your company is preparing to launch a product across international markets. The problem? You’ve only prepared the product to launch on the American market. What is worse? You aren’t using translation technology to help you prep for the launch and for the product rollout.
The truth is, the right translation technology can help make your global product launch a whole lot easier. Here’s a couple of ways that the right technology can benefit your business.
Design Your Campaign for Global Markets
One of the most important ways that translation technology can help prepare your campaign for an international rollout is the ability to design a campaign specifically for local markets.
Language is one of the basic feature that you can start applying to your campaign. It starts with the local language.
Let’s say, for example, that you want to roll out a product in the Middle East. Yes, the type of Arabic you use (Egyptian, Levantine, Gulf, Iraqi, etc.) will depend on what markets you’re interested in pursuing. The dialect of Arabic will change various colloquialisms and culturally acceptable language that you can use.
More importantly however, your product needs to handle writing text from right to left, not just left to right.
A good translation technology will do more than just transplant your text into a new language-it will help you work to make your campaign the right fit for the target market.
Go Further Than Just Translating Your Campaign
The best translation services do more than simply translate-they help to preserve your brand across global markets.
When you need to prepare for a product rollout across international markets, you need to prepare for more than just a single product drop.
Take, for example, the first time Coca-Cola was marketed in China. The translation was sloppy at best, and localization was nonexistent–the brand name was sometimes translated and marketed as “Bite the Wax Tadpole”.
Probably not the impression Coca-Cola was hoping to leave during their marketing campaign.
A good translation technology will help you actively engage with an iterative translation process to help you decide how best to communicate your brand in a new market.
Otherwise, you may have to rely on a translation that’s out of touch with what your brand is trying to communicate for a long time, degrading your brand and image.
Make Internationalization Part of the Process
Part of the key to a great international product rollout is making internationalization part of the process from the very beginning.
This way, you can control for a variety of factors and problem solve as issues arise so that there’s no lag time between your desired product launch and the actual rollout date.
This is why it’s so important that you apply translation technologies from the start. If you know you’re going to go international, a translation service can work with you every step of the way to ensure everything from your strategy to your language is on the money.
Manage Your Budget from Day One
In addition, if you make translation technologies an integral part of your rollout, you can control important variables in the process.
Like your budget, for example.
If you plan to run a global campaign, you need to be clear on what your budget is from the start. Unfortunately, if you fail to plan for local markets and have to scramble, it’s easy to significantly exceed your budget.
At that point, though, you won’t have any choice if you want your product to make it to international markets on time.
Translation services can help you be crystal clear on how you’re spending your money and what services you actually need from the very start. They use tools that help count and account for all the tasks that need to be done. They will issue word counts to translate, pages to desktop publish, hours to recapture images, compile software and any other tasks needed.
The sooner you involve your language service provider, the fewer issues you’ll have to fix later.
Ongoing Quality Assurance Tools
Among the best features of translation technology is that it allows you to closely control the quality of your marketing copy and other translation-related tasks.
The technology works by comparing source files to newly translated text and the amount it took to get the transcreation, translation, review and edit to complete.
You can also provide the system with a pre-approved glossary of terms and formatting preferences to ensure that the final content you get is consistent with your terminology.
Leverage Centralized Language Assets
Finally, translation services allow you to leverage centralized language assets.
Once you translate and localize any part of your content, you can use it as a language asset to save time on future translations and localizations.
For example, you can use completed and approved content to create a central database of translations and a glossary of commonly used words and phrases. Since this is centralized and accessible in real time, you can make sure that everyone has access to the language you want in your product.
With software localization, you can also save dialog box sizing for each language since text tends to grow after undergoing translation.
Transcreate for Individual Markets
Technology however is not a solution for everything. The use of the right localization strategy is an important step before translating for a new market.
To understand why that is, let’s look at other impressively embarrassing failures in global marketing.
Coors had a slogan, “Turn It Loose,” which they had translated into Spanish to market for a Spanish-speaking audience. Here’s the problem: “turn it loose,” when directly translated into Spanish, is a colloquial term for having diarrhea.
Similarly, Colgate tried to launch a new toothpaste in France called Cue. What they didn’t realize is that Cue is the name of a French porn magazine.
Even when you apply the best technology, product rollouts can fall flat when you fail to do your homework on the local market. A translation technology coupled with the right language transcreation services can help you avoid certain embarrassment and get it right the first time.
Do You Need Translation Technology?
If your company needs translation technology to streamline your product launch, you’ve come to the right place.
We offer comprehensive translation and localization services so that your business can stand out from the competition in all the best ways.
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