Is your advertising message well received in the Hispanic market?
Careless translations are an easy way to destroy an advertising campaign. The investments you’ve made on your advertising campaign to develop a finely tuned marketing message can quickly be lost without expert advertising translations. What’s more, inaccurate translations or culturally insensitive messages can tarnish your brand – ultimately destroying the bottom line.
** The most destructive advertising mistake is being culturally insensitive. Whereas brand names not being localized or slogans being mistranslated can often be funny, or at least memorable, insulting your prospective audience can lead to irrevocable damage.
Advertising is an art form. To successfully grab the Hispanic consumer’s attention, an advertisement must be relevant, interesting, and provide evidence of value. Brand and product perception in the eyes of this consumer is key to having them pay attention, remember, and react to what is being advertised. Before investing time and money into advertising within a new market, it is important to understand advertising expectations and do your homework:
- Speak the Language
- Check out the competition
- Be respectful
- Test your Campaign with Market Research
- Expect the Unexpected and establish a crisis management plan.
Often, advertising mistakes occur when companies fail to translate their brand or product, their ads are translated carelessly, or they did not recognize that once a local ad was translated for another market, it became culturally insensitive.
A native speaking marketing expert can tackle the nuanced task of your advertising campaign, allowing you to maintain the integrity of your message while creating a culturally sensitive and appropriate translation.
I am sure that, eventually, technology may be able to provide near-perfect translations but today, to reach and approach the Hispanic Consumers in the right way, companies will need more than demographics, and have by their side a professional Hispanic communications experts team.