Tag Archives: adaptive translation

Do You Care Enough About Translation?

At Rhubarb Fool we consume all kinds of media with about as much enthusiasm as we attack a certain fruity, creamy dessert…

Inevitably, we come across all sorts – magazines,

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books, logos, apps, supplements, maps, and more, all in different languages. But something else that varies wildly is the quality. And all too often the place where the quality is sorely lacking is in the translation.

It’s almost understandable – perhaps some businesses are more concerned with their home-based audience, or maybe others are just too comfortable communicating only in English. These concerns, together with the distance that foreign languages seem to have in comparison, mean that translation takes a back seat.

It all too often feels like a poorly executed afterthought, with the results being little better than something run through Google translate. And there is just no excuse for alienating members of your target audience in this way. At least, in our opinion there isn’t.

Think about taking the time to make a delicious meal. You go to the finest deli in town (or, let’s face it, Waitrose) to source the very best ingredients money can buy, consult a complicated recipe, and pay attention to detail to make sure every stage is executed perfectly.

Now imagine looking at that delicious meal you’ve just created, and pouring cheap tomato ketchup all over it before serving it up to someone. That’s a little like what getting

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a substandard translation is like. However sparkling the English copy is, however brilliant the design, it’s all for naught if the translation doesn’t convey that.

The fact is that, with English being such an important world language, we’re all a little bit too used to everyone speaking it. It’s so easy to say ‘but they’ll understand the English anyway – why bother with the translation?’ It’s worth bothering because the extra effort to identify with target demographics on their level fosters more meaningful connections.

The effort doesn’t go unnoticed by consumers, and more importantly, you can establish your company as a brand that does things properly –

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do you really want to ever put your name to something below par?

At Rhubarb Fool we have a deep respect for the importance of translation, and its slightly more nuanced sister, transcreation. Catch up on some of our other blog posts for more insights.

Marketing a small business on a shoe-string with Rhubarb Fool Part II

Follow Rhubarb Fool‘s top tips on marketing a small business

2. Look local

Sometimes it’s difficult to see the wood for the trees. Sometimes it’s difficult to see the trees for the wood. You don’t always have to think big when it comes to your marketing efforts. Look around you at what’s in front of your nose. Find out what’s going on in your community. Sponsor your local under elevens football team, participate in a fun run, or sponsored swim. Print bookmarks and leave them at the local library. Think about your ideal customer and where they might want to spend their time. Then identify the opportunities to bring your marketing message to their attention.

3. Collaborate

Establish links with local, non-competitive businesses and establish joint purpose by cross promoting. You can use coupons, joined up website links, shared promotions or social media platforms. By collaborating with other businesses in your community, you can extend your customer base by allowing your company to travel new pathways to the market place.

4. It’s nice to Network

There’s a lot to be said for just getting out there. Shake people’s hands, share a coffee and establish some acquaintance. Personal networking can be a resource heavy activity and the results it can deliver will probably be better measured over the longer term. But personal relationships still have an important role to play in the fabric of commerce. Moreover, a strong commercial network can help any business person deal with the commercial peaks and troughs that are a factor of any business’s development.

5. Put yourself at the lectern.

Public speaking is something that a lot of people will endeavour to avoid. But in

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starting your business, you’ve already stuck your head well and truly above the trench. Look a little in your community and you’ll find no shortage of organisations that offer opportunities to qualified, subject-matter experts, who are able and willing to deliver talks and lectures. So leave that comfort zone behind you and volunteer.

And remember. No-one is going to expect you to

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deliver something from the after dinner circuit. You just need to be clear, informative and helpful. And there’s one important fringe benefit. Like many things in life, the more you do it, the better you’ll get and the easier it will become. Before you know it, you’ll be the local authority in your field.

6. Turn some heads

The public relations sector has changed markedly over recent years, largely as a result of technological advancements. It’s now far easier than it was to interact with the different forms of media around you. Look and you’ll find that there are plenty of media outlets around you that are looking for a story. Find out how such a story could help your company and make it happen.

Rhubarb Fool Translation services

Translators or Transcreators?

When it comes to marketing your brand, adapting your message for your specific target audience is key.

Your voice needs to be clear and on-brand. Translation services rarely provide that function.

Nowhere is this more important than when it comes to marketing a brand. Marketeers and content generators love nothing more than peppering their paragraphs with flowery speech, obscure idioms and even slang.

This is why sometimes straight translation is not enough (I have mentioned before in a previous blog the perils faced when a translation house decided to translate House of Fraser to Fraser’s Home. I still shudder at the thought).

Here at Rhubarb Fool we prefer to work with a network of transcreators. These are not dry,

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technical documents we are translating after all.

At Rhubarb Fool, we rely on our transcreators to think about our audience. Consider the tone, usage and syntax and most of all how the content will best play out in their native language.

A good transcreator, and we only employ the best, truly understands that they are marketing the brand as much as we are.

We help them as much as we can by ensuring our team are given a brand style guide first and foremost. Most of our style guides are evolving documents, and some only a page long, but they make a good reference point.

A good style guide will help with band perception, tone, language and the audience, perceived or otherwise. Brands can help on this from the outset. it’s in their interests after all.

We ensure that as much reference material as

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possible is also provided including previous campaigns in English or even the native language if any are available.

Before they put pen to paper each transcreator will spend time researching both the brand and the target market.

Other things we take into account are ensuring all our transcreators live in the country whose language they are translating into. Obvious, non? You’d be surprised.

We ensure our editors are not only language experts and experienced copywriters, but they are all renowned writers in their own right. With high-end retail and tourism being a given.

Finally, every transcreator is aided by a separate proofreader. We all make mistakes after all.

Drop us a line if you want to know more …

Travel spotlight for 2014 falls on social media and mobile

The spotlight falls on social media and mobile trends as well as how online penetration continues apace for some destinations.

A session on how Facebook is now in every stage of the travel process, from dreaming and planning to experiencing and reflecting – with a senior exec from the social network unsurprisingly drew a huge audience.

Few companies grasp Facebook’s value as a conversion tool, Lee McCabe, its head of travel, told those gathered.

Still on the subject of social, a panel organised by Travel Bloggers Unite came out firmly in favour of the impact of bloggers in the booking funnel.

Bloggers can have a positive effect on many stages of the booking cycle according to experts on the panel.

Mobile was also a theme on Day two at The Travel Tech Show at WTM with Gary Morrison, Expedia’s retail boss, leading a session on the opportunities it creates that have never before been possible.

During an ‘Are you mobile?’ session, he said it should be thought of as ‘fundamentally different’ not least because of its multi-channel nature.

A further highlight was news that Germany is set to become Europe’s biggest online travel market within the next five years according to a new report.

PhoCusWright Director, Research Luke Bujarski said that while Germany’s internet travel market currently has a penetration of 36%, lagging other countries, this is set to change.

The Travel Tech Show at WTM derives from the Technology region of WTM. The region grew by 70% between 2010 and 2012, leading the launch of ‘the show within a show’ concept. The Travel Technology Show welcomes an extra 61 exhibitors . Amadeus, Comtec, Pegasus and Dolphin Dynamics are some of the familiar reservations and booking technology firms exhibiting this year. But other sectors such as email marketing, reviews management and consumer-facing bedbanks will be represented by newcomers such as Silverpop, reputation.com and Venere.

– See more at: http://www.wtmlondon.com/page.cfm/action=press/libID=1/libEntryID=2342/listID=1#sthash.R9KpX8VR.dpuf

Rhubarb Fool

Keep taking the tablets, as mobile dominates travel

Smartphones and tablets will be the key customer service tool in travel within the next five years.

Is anything more mobile than travel?

By its very nature, travel is a mobile activity – so the travel trade is using mobile devices before, during and after trips to communicate with customers.

Although communications on-the-go offer great opportunities, travel firms must also be aware that they increase customer expectations, states the report, produced in association with Euromonitor International.

Travellers now expect real-time answers and greater customisation, wherever they are

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and at any time, before, during and after the trip.

TUI Travel, Singapore Tourism Board, and InterContinental Hotels, are among those which have spotted the potential of mobiles, says the report unveiled at the first day of World Travel Market in London.

TUI Travel’s Digital Assistant app offers customers advice before departure, during their holiday and on their return.

YourSingapore Guide app by the Singapore Tourism Board aims to enable visitors to enjoy their personalised Singapore experience as smoothly as possible.

InterContinental Hotels’ Concierge Insider Guides app offers insights provided by company concierges in its 127 world locations.

Peter Long, Chief Executive of TUI Travel Plc, said: “Mobile is revolutionising customer relationships.”

Commenting on the Digital Assistant app, he added: “This is a tool where we think we can really build that intimacy of relationship of treating the customer as an individual and that is very different from the way typically today travel providers work.”

Reed Travel Exhibitions, Senior Director, World Travel Market, Simon Press said: “The dominant role of tablets and apps has created an ‘always-on’ culture amongst consumers. Travel companies need to

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make sure they are engaging with consumers in this way and through these channels.”

Caroline Bremner, Euromonitor International Head of Travel and Tourism Research, said: “Euromonitor International forecasts global smartphone volume sales will post a 17% CAGR (compound annual growth rate) more than 2012-2017, while sales of tablets are forecast at 14% CAGR.

“By 2017, the mobile channel is expected to account for over 30% of online travel value sales. All the signs indicate that mobile will be at the core of customer relationships in travel.”

– See more at: http://www.wtmlondon.com/page.cfm/action=press/libID=1/libEntryID=2216/listID=1#sthash.QMFOXpCd.dpuf