Companies, who are expanding their business to new markets are providing not only their products and services, but also marketing materials: audio and video commercials, brochures, descriptions, instructions, learning materials, information in business catalogues and on their website. Often these materials convince buyers to make a purchase. Therefore, the quality of these materials is very important. Low quality translation resulting in unconvincing description can create doubts in the buyer and the deal may never happen. Companies deal with this differently. They may hire some outsource translator or give this task to some employee who translates besides their usual workload. Often the target language is not the employee’s mother tongue and their capability in translating these marketing materials is overrated. Many times, we have seen awkward product descriptions, that are translated with automatic translator like Google Translate. Very often the audio and video recordings done by companies themselves are ineffective. People in neighboring countries are expecting quality sound that does not question professional business capabilities of a serious company. It is clear, that recordings made in some quiet office room that later were edited by some IT specialist, do not reach that goal. Potential buyers are convinced with safe, especially already known and proven effective voice, and crystal-clear sound. That is manageable in a professional record studio with wide variety of narrator voices. Big translation and language localization agencies like SIA „DIGI MEDIA” have been providing these services successfully for years and will be able to offer the best solutions. The same proven truths are valued when company holds conferences, where they need simultaneous interpretation. Only professional, seasoned simultaneous interpreter can provide precise and convincing translation of the speech that is held by a lecturer. But awkward and bland translation will be perceived minimally, fragmentarily or even worse – not at all. And again, the situation can be solved with a translation agency, which will assign simultaneous interpreter with years of experience to the important conference. The conference will be more productive, and the company will be one step closer to their goals. Summary – product promotion materials with low quality of translation and/or arrangement that cannot clearly and understandably explain the benefits to the buyer, will most certainly guarantee that the product won’t be bought and the money that the company spent to target the new market, will be wasted in vain. Therefore, involving professional translation agency, which has experience in language localization (adapting materials to language and cultural specifics of the other country) and will provide translators who will translate to their mother tongue and who perfectly know how language is spoken on the street and the internet, for translation of strategically important materials is not just advisable, but is a must. Accordingly – adaptation of the materials will be provided in the way that will make it easier for the company to gain their goals and regain their investments. Furthermore – translation agency assigns personal project manager to every customer and in their translation software creates a database which provides constant style of expression and terminology for the next translations even if the translators are swapped. This approach means, that it is not important, which translator has done the job. It will have constantly recognizable brand communication and company’s communication style, which is very important circumstance in successful and sustainable commercial activity.
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