BlogCase StudiesThree Projects and Their Particular Problems Part 2 – the Marketing Database

Three Projects and Their Particular Problems Part 2 – the Marketing Database

Three Projects and Their Particular Problems Part 2 – the Marketing Database

The client

A new client had a series of very large spreadsheets of marketing text for their  online shop, to be translated from English into a range of languages. Their extensive range of leisure and pet products was new to us and the text consisted of just short phrases and item descriptions.

The Challenge

The size of the translation project was significant, and the nature of the lines to be translated (short descriptions or odd phrases, with little or no context and no reference material) meant that painstaking and patient translators with an interest in the products would be needed.

There were also inconsistencies in the original text, which had been compiled in a short period of time, adding to the potential confusion.

Product names which work well in English would not be appropriate when directly translated, so an acceptable solution needed to be found which the client would be happy with for an overseas audience.

The text, though primarily of a marketing nature, also included technical descriptions of certain products and their features  - some items were even humorous, which is always a challenge for translation.

 

The solution

As there was a significant amount of repetition in the text, translators with a CAT tool were needed. This would enable us to reduce costs for the client as far as possible and to ensure delivery could be speeded up while retaining consistency. Not every project is suitable for CAT tool use, but this very large set of repetitious spreadsheets was an ideal candidate.

We selected translators from our database who we had worked with successfully over many years and who we knew would enjoy working with the products described but would also have the necessary attention to detail to make this project a success. Our linguists were thorough and logical, pointing out many errors in the original text and ensuring that every product description and its associated subtext was consistent.

A large number of queries were generated in this project, leading to improvements in the original text as clearer explanations were chosen which made it easier for the reader to understand the intended meaning, in English as well as in the translation.

All queries and text changes were regularly circulated between the translators by our Project Management team, to ensure all the foreign language versions were consistent.

Product names and light-hearted elements which did not directly translate were transcreated into versions suitable for the intended market, retaining alliteration and humour where required. All suggested changes were approved by the client before inclusion into the new text.

 

The end result

The sheer volume of out-of-context phrases and sometimes inconsistent product descriptions could have caused a nightmare for translation. However, by selecting the right linguists with the necessary attention to detail, and also proofreading the final documents in-house, we ensured accurate, linguistically sensitive translations which were consistent and appropriate for the customer’s needs. Complete Customer Satisfaction.

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