viaLanguage Launches New International Marketing Translation Blog: Getting translation wrong – LocalizeThat! helps marketers ensure their message is understood

Portland, Oregon – viaLanguage, a leading provider of global translation and localization services, introduces today its new international marketing translation blog, World Marketer
(www.vialanguage.com/content/blog/marketing_blog) Designed to help marketing professionals tackle their global communications more effectively and minimize translation errors. The blog discusses issues such as the impact of improper translations and the importance of adapting a brand’s attributes in a culturally-relevant manner. Additionally, the blog will provide case study examples and useful tips.

“Translation in itself is not always the answer to language requirements, in particular where marketing or creative material is concerned. When copy needs to be adapted so it feels as if it has been written specifically for a market, or key phrases need to be maintained, literal translation is not the answer,” said Chanin Ballance, CEO of viaLanguage. “Marketers spend time honing their brand and creating a reputation in the US. The last thing they need is to ruin all that hard work by having their advertisements, brochures, websites, press releases or emails badly translated.”

As we know, international marketing mistakes can be embarrassing and potentially costly. For example, when Kentucky Fried Chicken translated their slogan “Finger lickin’ good” into Chinese, it came out as “Eat your fingers off.”

US companies continue to show interest for global expansion even during the midst of worldwide economic challenges. According to HSBC Bank USA’s recent poll, U.S. Survey on International Business, the portion of executives planning to increase their overseas sales targets rose from 49% in 2008 to 56% in 2009. Some companies are already seeing the benefits of their international marketing efforts. For the third fiscal quarter 2009, Synergetics USA, Inc. reported their international ophthalmic sales increased by 21.3%.

The top three most attractive international markets for US businesses continue to be China, India and Brazil.

About viaLanguage
viaLanguage is a leading provider of online language translation and localization services. Through the unique combination of its Online Language System (OLS), expert linguists and integration capabilities, viaLanguage offers organizations a comprehensive, affordable solution for meeting today’s increasing need for effective multilingual communications. viaLanguage services are designed to help clients quickly and easily develop the very best multilingual Web sites, software applications, marketing materials and other global communications. Since 2000, the company has earned a reputation among its clients for reliability, quality and professionalism. Clients include: Blue Shield California, Regence, A-dec, Disney, BASF, Nike, Citibank; as well as many hospitals, school districts and state governments. Corporate Headquarters are located at 309 SW 6th Avenue, Suite 1200, Portland, OR 97204. For more information, visit www.vialanguage.com or call us at 503-243-2007.

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David Thelen

Marketing

viaLanguage

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