Well-targeted marketing campaigns can give your business the edge to cut through the noise in the advertising space.
Whether it is the traditional form of marketing or its digital counterpart, the key elements of every successful marketing campaign remains the same – the 7Ps in marketing (yes, I know you might have been expecting 4Ps only): product, price, promotion, place, packaging, positioning, and people. For this article, the last two Ps, positioning and people, are the main ones we’ll focus on.
Targeted marketing campaigns and scaling are not mutually exclusive. In fact, being able to optimise your campaigns by creating highly relevant creatives and copies – at scale – could very much be the game-changer for your business.
Scaling Across The Globe
Even in Singapore, people speak and communicate in more than one language. Although English is our national language, there are some who would rather be spoken to in their native language.
The power of language in marketing can be seen in this example.
Marketing Campaign Example in Singapore for Singapore
Singaporeans know that an ad is speaking to them specifically when copies or creatives are written or spoken in Singlish. Compare it to a fluent English speaking presenter with a professional accent, the one that’s more relevant and resonates with the target audience would most probably do better.
In lieu of the current pandemic, I’ll just aptly use the campaign for the SARS pandemic.
When you’re planning to create an ad for another demographic, you’ll need to consider the culture and language of the new target audience. Re-creating the marketing materials, in this case, is also known as transcreation.
Transcreation Services to Scale Your Marketing
Transcreation is under the broad umbrella of translation. It is not the same as marketing translation; it’s a tier above it.
Marketing translation services focus on adapting the text only from one language to another. Whereas, transcreation takes into consideration the marketing angle, text, images, and all the other elements of the campaign.
There are times where the entire campaign has to be changed.
Examples of World-Renowned Transcreation Works
McDonald’s Slogan in China
Mc Donald’s was wise with the transcreation of its tagline approach. The original tagline is in English – “I’m loving it”.
In China, using the word “love” in public is seen as offensive.
So instead of translating the word “lovin’”, they changed it to “I just like it” which is 我就喜欢 (wo jiu xi huan).
Red Bull Recipe And Brand Image In China
When it came time to expand into China, Red Bull made several adjustments to both the product and its packaging to ensure that the appeal of its original marketing didn’t get lost in translation… literally.
In China, the Red Bull drink is non-carbonated. The packaging also took a different style — in red, gold and a black colour combination to signify luck, wealth and good fortune which is well-understood by the Chinese target audience.
Professional Translation Service in Singapore
There are many translation services agency in Singapore that can help your business with transcreation and marketing translation work. It is important to find the right one who has the skills, experience, and knowledge in the specific marketing campaign that you are managing.