As a marketing expert in the hospitality industry, you are no doubt well aware of the challenges of servicing an eclectic selection of clientèle from across the globe. Translation and interpretation issues can often cause embarrassing moments for your guests, not to mention members of your staff. A misunderstood request or even a mispronounced word can have disproportionate consequences, as you well know.
While most errors may not lead to devastating results, the gamble of using a non-professional for the task of translating your establishment’s brand elements is, in itself, a high-risk proposition.
Why Hire Professionals?
One of the biggest mistakes a restaurant or hotel can make is to assume that one of its bilingual staff can “handle” any translation needs that might present themselves. This might actually work for minor tasks, but even there the risk of damaging your brand’s reputation is too great to ignore. For larger tasks, using an internal resource is akin to shooting yourself in the foot intentionally (and internationally 🙂 )!
The first reason to hire a professional translator is obvious: accuracy. A seasoned translator is the only sort of person you want handling your marketing material, for example. Imagine printing and distributing a brochure about your restaurant that is full of errors and doesn’t capture the essence of the content in the target language. Picture, if you will, a stunning view of your hotel against a setting sun accompanied by “Our location will take your breath away.” Beneath it, in another language, a translation that, in effect, says “Our place will stop you breathing.” That’s what you’re risking if you use an unprofessional resource for your marketing collateral!
The second reason is a bit more subtle. Choosing the right words, as you know, is a critical component of marketing. Words with similar meanings might work, but only that “perfect” word will express the emotion you intend to convey – and this is where a professional translator familiar with sales and marketing materials can contribute in an extremely desirable way to the quality of your published content. Inappropriate words used in ignorance are not likely to be forgiven or even tolerated by your guests and potential customers. But they will be shared on social networks!
The third reason is consistency. You want you marketing pieces to have the same tone and appeal because consistency is one of the keystones of branding. The “message” must be faithfully retained in every single piece of copy that you distribute to prospective clients.
The table below will give you a brief glimpse into the types of content we can translate for you:
|Advertising and Sales Copy Translation||Translating social media posts (Facebook, Twitter, Google+, LinkedIn)|
|Professional Multilingual Email Marketing Templates||Slogan Translation|
|Localising Marketing Collateral such as Brochures||Multilingual Menus|
|Translating Digital Content (your website for example)||Blog article translation|
|Video interpretation (voice-overs and sub-titles)||Custom Branding Content Translation|
The Marketing Mix(up)
Most marketers know the debacle that was the story of KFC entering China in the 1980s. Their slogan “Finger Lickin’ Good” was mistranslated as “Eat Your Fingers Off”, leading to much embarrassment and an overworked PR team! But they’re not the only ones. Coke has suffered it, Pepsi has, and even the American Dairy Association with their hugely famous “Got Milk” campaign, which went over the border into Mexico and somehow became “Are you Lactating?”!!
The Inbox Advantage
Jokes aside, marketing is serious business; and to stay in business, your marketing team has to have the right kind of firepower to complement its creative skills. So why bite more than you can chew when our professional translation teams are ready and willing to take on the most challenging tasks you can throw at them?
This is what we’re good great fantastic at providing:
- Accuracy that approaches 100% every time
- A dedicated translator for all your collateral
- Optional second quality check on request
- Effective project management methodologies implemented
- Specialists in over 100 languages (including Arabic, Chinese, Russian, German, French and Spanish) – and our repertoire constantly being added to
If you’re looking to build a long-term working relationship with a reliable service provider, call us.