Translation or Culturalization of my marketing creative? In today’s all digital world it is very easy to fall into the online software translation trap. Translation versus Culturalization of your marketing materials is of the utmost importance. It’s not just about using Google translate or relying on an online translator to relay your message. It still takes eyeballs experience and it is a deep understanding of the goal for the advertisement. Many cultures use words differently, In one culture a word could mean a straw in another market it could mean a sexual act. Understanding the nuances of language is not something easily translated into by piece of software.
Often translations miss the mark and say things that hurt, confuse or completely missed the point of the advertisement altogether. Understanding the language is just one component of culturalizing advertising or marketing campaign. Understanding the market demographic cultural backgrounds and religious references are a big part of understanding and targeting a consumer. That is the start of creating a well rounded multicultural marketing campaign not just for international markets but also for the US market.
Designed to reinforce technology – Are your Google Ad Words or Facebook advertising campaigns performing as well as you planned? If not, have you evaluated the creative (images/ad copy) you are using to drive the campaign? Often, businesses try to cram so much information into one small ad it creates a very confusing and hard to read ad that customers just ignore.
Here are some simple steps you can take, which will help you maximize your advertisements impact:
Step 1. MESSAGE: What is the one most important point you are you trying to make? Step 2. AUDIENCE: Who are you speaking to? Step 3. VEHICLE. Is your desired audience using the advertising platform you have chosen? Answering these simple questions may seen obvious, however more often than not, in the rush to meet ad deadlines, we sometimes miss the most essential point of advertising in the first place. Who we’re trying to advertise to and what are we trying to say. Remember the K.I.S.S. rule: “keep it simple silly.” Using pull quotes or a direct call to action statement along with an engaging image or graphic will always interrupt the reader and deliver your message more effectively.
Maximize your marketing dollars with E-blasts! When designing electronic communications, or “eblasts,” you can save money by leveraging the web hosting service you are already paying for. If you have a website, you’re already paying for hosting. Instead of subscribing to an additional eblast service to host your images, you can simply upload a directory of images to your hosting web server and link to the files from your chosen email client or HTML code. This option enables you to remain in full control of your images and content while saving you money.
Another potential money saver is to actively update your current mailing list. For example, if your database is 10,000 strong and you receive 1,000 bounce backs or undeliverable email addresses, updating these addresses will minimize the number of bounces you receive. Afterall, do you want to pay for emails that cannot be delivered? If you are paying per email address, in most cases, making these updates will save you some money on your monthly bill.
Ringling College Patricia Thompson Gallery Presents Pedro Pérez
Selection of work on display through October 21
Sarasota, FL – Opening June 10, the Ringling College of Art and Design Patricia Thompson Gallery will host the work of alumnus Pedro Pérez, Class of 1996. This multi-media exhibition will include design work from his various advertising campaigns and present several projects he has completed over the course of his professional career.
An exploration of the creative process, this exhibition will lead the viewer through the behind the scenes decision-making and experimentation of advertising, culminating in several polished, completed campaigns that demonstrate the result of this foundational work.
Pérez is a founding partner of Nuevo Advertising Group and an adjunct professor of Global Brand Strategies at Ringling College. He founded his first company, Merging Point Design, Inc., with fellow students while they were attending Ringling College. This first venture specialized in custom website design and development and quickly landed some impressive local and national clients such as Sarasota’s own Van Wezel Performing Arts Hall, Lee Wetherington Homes, and Stardust Casino and Boyd Gaming in Las Vegas, Nevada. Merging Point focused on the front-end beauty and functionality of websites as well as the back-end management systems.
Verizon FIOS sells out to Frontier, Raise your hand if you’ve had serious technological issues with the Verizon Fios to Frontier transition during the past Three weeks. Take it from me, the companies should never have done the conversion on April 1. Not only did they set themselves up to be the butt of “April Fools” jokes, they seemed utterly unprepared. My experience is that there was no strategy, no redundancy planning, and no expert guidance to aid the customer service staff to help their customers. After countless phone calls, demanding that my issues be elevated to supervisors, and countless frustration, I’m happy to say our video services are now back up and running – but it took us a week back-and-forth with Frontier to make that happen, and no small thanks to my own troubleshooting.
Here are some simple steps you can take to remedy the potential problems you may be experiencing at home yourself:
First off, let’s take a walk outside your house to the location where the Internet comes into your home. Look at the Verizon/Frontier box. Is it damaged? Does everything look like it’s connected? Once you’ve determined that, take a flat head screwdriver and open the box. You’ll should see a bunch of flashing lights with a legend next to them explaining which lights are responsible for what action. Make sure you have no orange or amber or red lights flashing. Take note and then close the box.