Greece. Dubai. Jordan. These were just a few exclusive locations of the luxury resorts who solicited my agency for localisation work over the past month. And beyond the exciting new learnings about the Dead Sea and Petra (of which there were many!), I was reminded of some crucial considerations we must observe when localising luxury… Read further
past month, I started translating a fascinating (and deeply insightful!) book
about marketing within the luxury business.
One of the
key principles behind the book is that we can learn a lot from luxury brands in
their approach to customers and sales, and – crucially – how the exclusivity,
style, and reputation of a luxury brand can influence its customers.
Why do some brands
become stars, earning a well-deserved front seat in the lives of their
consumers, while others trail along hoping to catch their prospects’ eye?
have you ever tried watching the TV show FRIENDS in your second language?
For those of
you who have attempted this, you may have noticed that jokes that don’t
translate are cut out entirely from the series.
The reason this is done?
Because if you truly want to create something that is specific to an audience, the words you use, the humour, and the references will take on a completely new dynamic as they translate across cultures, customs, and linguistic boundaries.
that goes into a good marketing translation is consistently and critically
underestimated. High-profile campaign communications put your reputation at
stake, and a cultural mishap can result in irreparable damage to a brand image,
not to mention considerable financial losses. So why is marketing translation
Let’s go back to the original content. You likely have a dedicated team, who research and craft the copy together. The campaign then probably goes through several people and numerous rounds of revisions, with everyone taking time to make sure the final copy is perfect. Marketing copy can go through several writers, editors and whole marketing and research teams over weeks, months and even years before final approval is given.
launch an online business in a new country, maximum visibility and optimum
conversion are of the utmost importance. The only way to achieve these
objectives is by connecting with your prospective customers. So why are so many
international businesses and large-scale organisations still not localising
their content for their new target audience?
The best way to get ahead of the competition is to learn from their mistakes. The vast majority of market entry errors are made when companies fail to put themselves in their consumers’ position. If you are a Russian internet user looking to buy a new electronics product, you are far more likely to spend more (if any) time on a website in your native language.