You have a great product, have arranged for export, branding, payment and distribution and all of the other important logistics in order for your product to be sold on the international market. Now it’s time to create an international marketing plan, which may includetranslating your marketing materials into one or several languages.
This is when language does matter. Not only the choice of which target countries to market in, but also the “localization” of the particular language so that your advertising is attractive and meaningful to that local target audience. Localization differs greatly from literal translation. Your customers’ interests, the price level of your product and regional,“localized” language for your slogan and website will all make a difference in the overall impact of your advertising.
A great example of this line of thinking is McDonald’s advertising in Brazil. In 2014, theMcDonald’s ad in the World Cup centered on – none other than – soccer. Their “I’m lovin it” slogan was translated into many world languages, and in Portuguese, reads as “I love all this a lot!” Most of us recognize such things as “McFlurry” and McDonald’s of Brazil has used the “Mc” tag for years now, with clever names such as McOferta (McOffers) and McLanche Feliz (Happy Meal).
Another example is a coffee creamer in Germany. When the company marketed itsgingerbread-flavored creamer with the word Gingerbread, the sales were slow. But when thatword was translated to Lebchuken in German, the sales shot up. This shows how sensitive alocal market can be. People love to have their native language acknowledged in advertising –it makes that advertising personal to them.
The solution to effectively localizing a marketing plan is local, native translators, who live and work within the interests and idioms of a particular country, or even a particular region within that country. For instance, in the US, a slogan created for California may have little orno impact on the East Coast or in the Midwest. International marketing must deal with theseissues as well, and language does matter in advertising. With nearly 3,000 translators worldwide, inWhatLanguage is your solution to meaningful, personal, and localized marketing translations.