Global marketing efforts require more than straight translation to be effective. Successful marketing to consumers worldwide involves an in-depth understanding and incorporation of language and cultural nuances to achieve the desired emotional response. This is where our transcreation services are essential. By discovering what cultural differences exist within a new global market, your company can use our native linguists to adapt content that emotionally speaks to the intended audience.
Transcreation is a mix of translation, cultural consulting, and foreign language copywriting. It’s a more adaptive and less literal process and helps clients reach their ideal global market with multilingual content that delivers the same emotional impact as the source content. Usually, this kind of work is for a Marketing client, and we’re helping them express their content in a more creative and “natural” way.
Dynamic Language can help you reach your target audience in more than 200 languages. And here are some relevant statistics to be aware of:
- 50% of US company sales come from outside the US
- 30% of sales within the US are from non-English speakers
- It only takes 12 languages to communicate with 80% of the world’s population.
- 75% of consumers are more likely to buy a product or service if there is an advertisement in their native language
Clearly, communicating on a global scale, and doing it properly, can be worth the effort.
Our transcreation process includes an assigned subject matter expert (SME) in your industry and targeted location who will work in tandem with our localization and transcreation experts to prepare your content for global market success.
What is Transcreation?
The transcreation process involves adjusting original content to create market-appropriate messaging that conforms to cultural details and local customs by addressing how cultural expectations may affect the audience’s perception. Transcreation services involve a native linguist with marketing expertise who evaluates the content’s copywriting and images to determine how to capture and convey the desired persuasive or emotive effect of the original message in the adapted translation.
When using a transcreation agency, the final product may look or read differently because the linguist needs to account for the constraints of their audience. For example, an advertising jingle that rhymes in its original format may need to be adapted to still rhyme in the target language. In this case and numerous others, adapting content using resources familiar with your target culture is very helpful and will improve the effectiveness in diverse markets.
Why is Transcreation Important?
Transcreation services can be critical to helping companies avoid serious missteps when marketing on a global scale. Languages and cultures are complex and diverse, and it’s a mistake to assume that marketing messages in one language will convey the same desired effect when translated to another.
Transcreation can help your company successfully enter global markets with the right messaging by allowing you to:
- Customize and control your message content from one language to another to help maintain the style, tone, intent, and Calls-to-Action
- Give your company a competitive edge when marketing to a global audience
- Create the same messaging and CTAs for end-users and consumers in new international markets without sacrificing content
- Evaluate the visuals of a creative message to ensure it is suitable for the desired global market
Tiers of Transcreation Services Offered
Dynamic Language offers three tiers of content transcreation services to address different project needs and budgets. We perform an initial assessment as a decision-making tool, which helps determine the best approach to achieve your company’s goals. No matter the level of service selected, you can expect Dynamic’s world-class project management and customer service throughout the process.
Tier 1 – Pre-Translation Assessment and Source Preparation
Tier 1 is best suited for clients adapting marketing materials for another culture but maintaining the basic content of your native marketing campaign. We will assess the work and identify any red flags in this tier.
Tier 2 – Copy Finishing
This process is typically performed after translation by a fluent professional in-country copywriter. Copy finishing helps the content flow in an effortless, appealing way.
Tier 3 – Full-Service Transcreation
The third tier is the process of using your creative brief to completely recreate some or all of the materials with new messaging and graphics to ensure it communicates the same tone, intent, and purpose in a new market.
Dynamic Language Transcreation Process
We’ve spent decades cultivating highly skilled and professional teams of linguists, cultural consultants, graphic designers, and copywriters to deliver superior transcreation services. However, they are not all we have to offer during this process. Each transcreation project includes an assigned subject matter expert (SME) in your industry and targeted location to ensure all aspects of the messaging are on-target for the new market.
The next step in our content transcreation process includes a Dynamic assessment to help us determine what level of service your project requires: Tier 1, Tier 2, or Tier 3. Once a Tier is determined and initiated, your project manager will usher your project through every step of the transcreation process with efficiency and professionalism to ensure top-quality results. Like every Dynamic Language service offered, we believe careful management and uber-responsive customer service are the keys to winning results.
The transcreation process often involves numerous moving parts dependent on one another to create target-ready adapted messaging. Like all Dynamic Language services, our transcreation services include cutting-edge management and translation technology to improve speed and efficiency. We bring best-in-class experience and service to every transcreation project to ensure they look, sound, and feel “right” for the intended target market.
Why Choose Dynamic Language as Your Transcreation Agency?
As a highly experienced transcreation agency, we can help you achieve your global marketing goals with the right mix of skilled linguists, cultural consultants, graphic designers, and copywriters. We approach each transcreation project with the same level of professionalism, efficiency, and care that every Dynamic Language project affords. We can help you create results-oriented marketing campaigns for global audiences – and save you time, money, and resources throughout the content transcreation process.
Ready to take your marketing global?
Contact one of our transcreation specialists today!