Businesses and non-profits are motivated to reach out to all segments of the Hispanic community, but what are they losing when they do a rush job of their Hispanic marketing and communications? Targeting a segment other than general-market should always require some thinking and planning so that the communications are not simply a translation of your standard info or sales pitch. Many large and small businesses and organizations are guilty of simply translating their English marketing content and hoping it will work for the Hispanic market. We know this because we have worked with many businesses and organizations as they try to capture a larger share of the Spanish-speaking market – and we often see three main reasons why so many of them are not reaching their sales or organizational goals with the ‘quick and easy’ approach (which of course is never quick nor easy in the long-term):
1. There is a lot of sub-standard Spanish translation being performed by professional translators and by in-house staff who are tasked with translation. Making language mistakes is one of the best ways to show Hispanic consumers that you don’t understand them or are not sincere in your attempt to engage them.
2. Messages, concepts and text created for general-market are usually not relevant or engaging for the Hispanic market.
3. Messages, concepts and text created for general-market are often not strategic or optimized from the start. Why base new communications and tools on content that is not very effective in the first place?
In the end, a lot of time and resources are lost in the short and long-term when Hispanic-market communications are not designed properly. And doing it properly does not have to require a complex or costly process.
What can be gained even when general-market content is being translated for the Hispanic market? If there is urgency for Hispanic-market content, then we urge our clients to at least allow us to optimize messages and content as much as possible during the translation process. It’s not an ideal process, but it will greatly improve the communications value of translated content and tools. This simple solution can buy the client necessary time to work with us to develop a real strategy. Or even if they choose not to develop a Hispanic-market strategy, they will still be doing better than many of their competitors!
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Vision Hispana Newspaper | Tel: 510-863-4982 P.O. Box 1411. Alameda, CA 94501