The concept of transcreation (creative translation) has been around for some time, but recently translations agencies have started to sit up and take more notice of it. Why? Because marketing techniques are becoming ever more intuitive and audience-specific, and digital marketing requirements are driving the need for a slant in approach towards content. Hence the uptake of transcreation, creative translation services that help brands to appeal uniquely to their target customer segments in different languages and across different cultures.
The key to successful transcreation is to move the customer emotionally – so that they identify with the brand. It then follows that there is much more to the task itself – the transcreation provider, who will probably have a background in digital marketing, an understanding of what drives consumer decision-making processes, and top quality language skills, will spend time getting to know the brand, carrying out research and liaising with the client as they hone the product. This is why transcreation is charged by the hour, rather than the word, like copywriting and proofreading. However, the advantages to the client are manifold: you get an intuitively targeted, added-value product that delivers better ROI than an every-day translation service.
Many translators bring other skills to their work; transcreation experts tend to be thoroughly grounded in marketing and may have some experience in copywriting or creating content from scratch. A thorough understanding of marketing (and increasingly digital and social media marketing) is essential in transcreation because the translator will appreciate the importance of creating copy that works in today’s high-tech marketing environment.
Another factor that sets transcreation apart from straight translation is the need to get to know your business. A good transcreation provider should be able to get under the skin of your company and its products and services, become part of your team and understand the importance of writing not as themselves, but as you. This means not only getting to know your business and what you are offering your customers thoroughly, but also what is likely to drive your customers to buy from you!
To summarise, your chosen transcreation provider is something of an investment, on both sides. They invest their time in getting to know your business, your offerings, your brand, your tone of voice and style, and the right person will effectively become part of your team. They are rewarded not only by financial remuneration, but also by the quality of their interaction with your company, the trust established between you and training and feedback provided by your staff. You in turn invest in them financially, but also by providing training and education, sharing your business goals and requirements, giving feedback and working alongside your provider to grow your valuable relationship together!
