Transcreation
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Marketing Translation
Transcreation Expertise
The mission of a transcreator is to elicit identical emotions in the target market as found in the original source and to craft local messaging that is both persuasive and motivational. When embarking on the launch of a product or service in a new country, the preparation and planning involved are inherently intricate and detailed.
In contemporary strategies, a pivotal element in any such plan is commonly referred to as Transcreation – the nuanced process of tailoring a message from the original language and country or region while preserving its intent, tone, and overarching branding value. It constitutes a fusion of copywriting and creative translation. The transcreated message in the target language is designed to evoke the same emotions and convey the same meaning as the source language.
To grasp the essence of transcreation, let’s delve into the classic four W questions: who, what, when, why?
Who Transcreates?
Our transcreators are native to the country where you aim to launch your new product or service. Possessing expert knowledge of the source language, they are fully immersed in the local culture, trends, and contemporary vernacular.
Their commitment involves a thorough understanding of the branding and message your company seeks to communicate to the local population and market. They discern what resonates effectively and what doesn’t. Crucially, they have the capability to convey the original message in their local language, instigating the desired feelings in your future consumer. Understanding the needs, emotions, and aspirations of your target audiences ensures that your transcreated message strikes the right chord, leading you to victory in the battle for the consumer’s mind. This approach eliminates cultural gaffes or embarrassments stemming from a failure to comprehend sensitive cultural issues.
What Information is Essential for Transcreating my Marketing Material?
Provide insights into your vision and values, your product or service, branding, business and marketing plans (clear objectives, defined target audiences, strategy outlining your general approach, specific actions) for market entry, briefings, previous marketing material, and general information about your company.
Supply market research on the target market. Each market is unique, and what proves effective in one country may not resonate in another, even when audiences speak the same language.
Allow sufficient time! Transcreators need ample lead-time to undergo the creative process, an indispensable aspect of developing the most effective local market materials. They meticulously read and refine their new text multiple times until satisfied with the outcome.
When is the Optimal Time to Opt for Transcreation?
Opt for transcreation when you desire your message to directly and instantly resonate with the target audience, promoting your brand. It serves as the initial step in fostering new awareness, understanding, and potential sales. The audience response is positive because your message is crystal clear, and the product appears to be precisely what they’ve been seeking. Your language expert, the transcreator, delivers the ideal result, ensuring your successful launch in the target market.
Why Should I Favor Transcreation over Translation?
Translation typically adheres more closely to the source language and is better suited to instructional or straightforward narrative content. Such texts aim to guide or inform, prioritizing accuracy and clarity.
Transcreation, in contrast, centers around evoking emotional responses to a message and/or brand. The transcreator’s objective is to stir identical feelings in the target market as in the original source and to formulate local messaging that is both compelling and motivational, prompting specific behaviors from the audience. The finest transcreators leverage their artistic license and freedom to meet this formidable challenge.
