You have probably heard of "transcreation" frequently but might not be sure of what it entails. Transcreation is the process of adapting creative content such as headlines, slogans, CTA buttons, taglines, social media posts, and product names for a new market or culture. Unlike translation, transcreation motivates and evokes emotions in the target audience, as does the source message. A solid understanding of the target market –including the culture, customs, and values– is essential to create the desired outcome.
In this fast-digitalized world, many companies sell similar products or services; what truly sets you apart is appropriately transcreated content to boost engagement, drive sales, and increase brand awareness. Yet, how does transcreation do such things exactly? Let's take a deeper look.
1. Transcreation Helps You Reach New Markets
If you are looking to expand your business into new markets, transcreation is an invaluable tool. For this purpose, you need to communicate your message effectively to your target language as if the message has been created initially for the target audience. A well-informed transcreation company can be your guide to avoid misunderstandings or cultural faux pas and achieve better customer engagement.
One example of a successful transcreation project is Coca-Cola's launch of its "Fanta" product in Japan. Before the launch, the company extensively researched Japanese culture and the potential flavors that could be popular with consumers. As a result, the Fanta product was a massive success in Japan, surpassing the sales of Coke itself. The effective transcreation of the product name and marketing campaigns earned Coca-Cola the desired business result.
2. Transcreation Helps You Increase Sales
It's not enough to reach new markets—you also need to be able to engage with your target audience and persuade them to buy your product or service. A good transcreation company will not only help you adapt your content for a new market, but it will also ensure that your message is persuasive and sales-oriented.
In 2006, the Irish dairy company Glanbia decided to enter the Spanish market. However, they quickly realized that their original branding and marketing materials would not be effective in Spain. After working with a transcreation agency, they created a new brand identity and marketing campaign for the Spanish market. The new strategy was a success, and Glanbia increased its sales in Spain by 25%.
3. Transcreation Helps You Build Your Brand Overseas
A strong brand is essential for any business that wants to be successful in today's competitive marketplace. However, what constitutes a strong brand identity for one culture may not be the same, even the opposite, with other cultures. In this context, transcreation can help you build a strong brand by ensuring that your message is consistent across all markets and establishing trust and credibility with potential customers, leading to increased sales down the line. If you want customers in other countries to take your business seriously, you must offer them content in their language. Remember, if customers don't believe you're credible, they will not make a purchase, no matter how great your product or service may be.
An example of a brand that modified its brand identity according to a specific market is Starbucks. When Starbucks entered the Japanese market, the company realized it needed to adapt its logo and marketing materials to succeed. The original Starbucks logo, which features a mermaid, is not well-known or popular in Japan. As a result, the company created a new logo specifically for the Japanese market that features a more traditional Japanese design. The adapted logo was successful, and Starbucks increased its sales in Japan by 50%.
4. Transcreation Helps You Attract More Traffic
Adapting website content for different cultures can help businesses increase global web traffic. You must use local terminology and target local keywords to appeal to a foreign audience, improve your website's ranking on search engines and increase traffic levels. Search engines will begin to recognize your site as being relevant to users in multiple countries, and this will cause your rankings to go up. The higher you rank, the more people will see your site when they search for keywords related to your business. This increased visibility will lead to more clicks and, eventually, more sales.
In 2010, the American Express company decided to expand into the Spanish market. To do this, they worked with a transcreation agency to create a new website specifically for Spain. The website was an immediate success, thanks partly to the agency's careful use of local keywords and terms. As a result, Amex increased its web traffic by 50%.
There is no doubt that transcreation can positively affect customer service, engagement, and sales. By helping businesses reach new markets and engage with their target audience, transcreation services can play a vital role in increasing revenue. If you are looking for a way to boost your sales, consider investing in a quality transcreation service.