Generate a list of slang terms and colloquialisms in foreign markets to make translation simpler. Your designers need to use buzz words, popular colors and appropriate images for target demographics when translating marketing materials. Remember that the shelf life for slang terms is often brief: today's "tight" will quickly become tomorrow's "tubular" (or the foreign-language equivalent).
Prepare for direct translation issues as you convert marketing materials for a global audience. There are many English phrases that do not translate directly into other languages, creating awkward wording in advertising. Create multiple phrases that address the topic of an awkward sentence before submitting materials for printing.
Submit marketing translation projects to graduate classes familiar with international business. Programs like Purdue University's Center for International Business Education and Research offer students chances to work with companies on translating materials for new audiences (see Resources below).
Utilize business translation software for basic marketing materials needed in major companies. SYSTRAN and other software companies offer packages for businesses that want to plug in slogans, product descriptions and customer testimonials into foreign languages (see Resources below).
Outsource the translation of your marketing materials to a specialty firm with international credentials. PUSH International provides translation and interpretation services for companies looking to expand into new markets (see Resources below).
Employ at least two translators when converting marketing materials from foreign markets. One translator should conduct a preliminary translation of competing materials as well as in-house publications in a foreign language. Additional translators can check work for accuracy and suggest different phrases that make more sense.
Establish a demographic profile for foreign markets before you translate marketing materials. Your team should translate international posters, brochures and Web pages directed at this target market. Utilize buzz words in these materials as you translate your own materials for a particular market.
Adapt marketing materials to print, television, radio and Web publications during translation. A long description of your product that works well in magazine ads won't work well in a television spot. Run through each translated phrase with your staff to ensure brevity and accuracy.
