Package Insert 37
Interesting facts and figures for customers and partners of mt-g.
June 2016
Services
Marketing translations – Part 2: Important tips for a good marketing translation
In our previous issue, we highlighted the differences between a translation and a transcreation and illustrated this topic at a linguistic level in order to show you how demanding translations in the marketing field are. We would now like to take a look at the organisational side and give you ten tips for making these challenging projects a success.

Work closely with your project manager
Marketing translations are always the end point in a long process chain and are often the last step required before a document is published. It is precisely because so much time and energy has gone into the processes by this point that the dialogue with the project manager should be as detailed as possible. What target group is going to read the text? How loose can the translation be? All this information will be passed on to the translators so that they can choose the right wording and in this way respond to your company's individual requirements.

Choose your translator
So that we can find the right experts for your projects, we will offer you the opportunity to have a concise and relevant text extract translated by two translators so that you can decide which version, and therefore which translator, suits you best. If you are already favouring one translator over another, a further possibility is for you to get him to translate a few extracts from your documents, assess them and then let him/her know the outcome so that the translator gains a clear idea of your stylistic preferences and can reflect them consistently in future jobs.

Factor in enough time for the translation
Publication is looming, time is tight and nerves are frayed. With marketing translations, there are some processes which cannot even be started until the translated text has been delivered. You should still try to factor in as much time as possible for your translations because translating in this field of expertise is often more art than pure 'labour' and is consequently time-consuming.

Provide reference materials and style guides
Reference materials, CI guidelines and information about campaign strategies and objectives as well as target groups will help the translator get to know your company and products more and match your communication style better.

Expect to have to fine-tune about 10%

Your marketing executives know the subtleties of the relevant documents and possess a wealth of knowledge about the company which the translator does not have. Therefore, it is entirely usual for translations to benefit from some further fine-tuning to your wishes when they come back to you. Factor this in when you start working with the translator – the more texts are translated, the better the future results will be.

Assess the translation against the original
In the correction phase, content is often changed separate from the source text. In such cases, it is difficult for our translator to understand how these corrections have come about because he/she will have made the translation based on the source text. It has proven helpful to send the customer's revisers the source text and to ask them to adhere to the original document when checking the translation.

Have the translation assessed by native speakers
If you make changes, try to ensure that they are carried out by a native speaker who is also proficient in the source language. Your corrections will then be able to be implemented more quickly and not need to be corrected by our translators first.

Use objective criteria to assess the translation
This list would not be complete without mentioning subjectivity and differences of opinion about translations and their style. Nevertheless, we believe that objective criteria can be used even with translations in the marketing field. The standard SAE J2450(*), which was developed specifically for the assessment of translation services, is helpful in this respect.

Be specific about your proposed changes
Our project managers welcome specific examples if you make corrections and changes to texts. This information can be passed straight on to the translator so that he/she can modify his/her texts to make the documents meet your expectations better in the future. The more specific the corrections are, the more accurately and precisely your translator will be able to incorporate and adopt these corrections.

Give us feedback
Please do tell us about changes you make to translations. We will then update our translation memories, pass the information on to our translators and enter general information about changes centrally in our system. To save you from having to keep incorporating the same corrections project after project, we would appreciate it if you would help us out with this so that, together, we can reduce the revision time on both sides.

Have you got a marketing text that needs to be translated? Our project managers will be pleased to advise you on how best to get your individual project under way. You can also find more information on the topic of marketing translations in our article Marketing translation vs transcreation.

(*)http://www.sae.org/standardsdev/j2450p1.htm
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