Marketing translation, also called transcreation, is an important and sensitive type of translation. It has to deal with translating marketing content, campaigns, and ads so that it does not lose its original intent and reserves the original message. Translation goes beyond the swapping of words. It is a challenging and creative process that demands the whole team to be creative and innovative. Translators should understand the gist and depth of an advert, and translate content accordingly without messing with its creativity and making it robotic. Sensory marketing translation is also a significant part of the process.
What is sensory marketing?
For those who don’t know, sensory marketing is a process that tends to engage each or any one of the senses of the potential consumers through marketing. It helps build the connection between emotions and behavioral actions of customers. This may have a great impact on the flavors, music, and aromas that are quite impactful in terms of senses. Hence this type of branding or marketing is designed and developed in a way that has a greater impact on all five senses. Each sense connects with the consumer on an emotional level.
Therefore, it is the type of marketing that often manages to strike the right balance and resonate with the consumers’ needs. However, while targeting a global customer, it is important to translate the content creatively.
5 senses that make sensory marketing translation
Human beings are blessed with five senses which include :
Sight
As a marketing agency targeting the elements such as images, colors, and design layouts may fall in the sense of sight. All these elements need to reflect the significance of the graphics and visuals that have a direct impact on the aesthetic sense of target audiences. The translation should also be accordingly imbibing a feeling of aesthetics.
Sound
The sense of sound is another important sense to consider for sensory marketing translation. Make sure the sounds that you add to your marketing content such as music, voiceover, or sound effects do not contain any lyrics or music that goes against the norms of the targeted audience. It should evoke emotions and cultural associations overall.
Smell
Incorporating the facts about smell can be tricky and challenging. It is not practically possible to incorporate scent in the marketing translation. However, you can mention certain words and use evocative language to make your audiences visualize or imagine certain smells. Using descriptive language such as fresh from the oven, brewing fresh leaves of tea, or grinding beans of coffee for a fresh aroma can help. However, you need to cross-check for the cultural preferences about certain smells and scents to avoid conflicts and a similar goes for the translation.
Taste
Similarly, it is also not possible to integrate your marketing content with the actual taste so describing the content vividly along with cultural references can help in this regard. The rich taste, zestfully refreshing, crunchy, and melting, using such mouthwatering words can help the audiences to imagine the taste accordingly.
Touch
Incorporating your content with relevant visuals and descriptive language is your best bet to make your audiences understand the concept of touch in marketing. Make sure that the texture of the relevant products is told in a way that makes the reader and user interpret the right meaning. Using silky smooth fabric or the cool sensation of polished metal, a great grip, or embracing can make it more comprehensible for translators and readers.
Why does sensory marketing translation matter?
Marketing translation services has become an important domain of the translation industry. Every business seeks a good marketing campaign followed by quality translation to expand their operations overseas and strive in the global market. While expanding the business and operations it is also important to work on good marketing strategies to have a good return on investment and opting for sensory marketing with quality translation helps with the relevant translation services very well.
Cultural implications
Marketing translation and cultural references go in parallel. A marketing campaign that has been developed without considering cultural elements and references is of no use and can make all your efforts futile. Different cultures perceive all five senses differently. Moreover, the colors, for instance, can have different significance in different countries. For example, the color indicates danger in many cultures, while it reflects good luck in China. Thus, it is important to be mindful and make use of appropriate colors and graphics as per the target regions. Professional sensory marketing translation helps integrate the relevant facts about the senses according to the target culture to avoid offense and cultural conflicts.
Emotional association
Emotions are what make a human being fragile and on the contrary, also make him powerful. A single emotion can have many hidden meanings and importance for people in different cultures. Opting for sensory marketing translation can help you establish a deeper connection with your target audiences making them explore your products and business. This hence makes the importance of sensory marketing translation even more crucial. However, seeking assistance from a professional translation company is a must to make the overall process more swift and convenient.
Long lasting impressions
Rightly integrating the facts in sensory marketing translation can create a memorable and an experience for lifetime for potential customers. A translated ad of a summer beverage that evokes the coolness or freshly baked bread or the aroma of banana bread, for instance, can make their taste buds tingle and crave their favorite dessert. Such ads hence stick to their minds for a rather longer period of time. Such is the impact of a creative translation, where with the help of a creative ad and nicely woven words, the potential customer can even enjoy a parallel dimension.
Conclusion
Sensory marketing translation targets the five senses of people with the marketing content. It is important that the businesses understand the concept and hire professional translation services with relevant experience to target the intended audience in the best effective way. The five senses such as sigh, sound, smell, taste and touch can help to develop an effective marketing content and their accurate translation can help your business grow in the global markets.
