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Post COVID19: Tourism and Translation

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As much as it is important to focus on the current circumstances with the COVID19 pandemic, we must be wise to prepare for our world post COVID19. As a Torontonian, I have experienced first-hand how the city and the surrounding Greater Toronto Area (GTA) has shifted from phase one to phase three. This includes: reopening retail stores, restaurants, spas etc. As our world slowly transitions into the new “normal”, we must address how to approach certain properties. This blog will specifically explore the world of tourism post COVID19 and how translation agencies can help tourist areas increase profitability.

 

What Does This Look Like?

The most popular tourist destinations across the world are: France, Spain, Italy etc. Since these areas are known to welcome millions of people each year, they greatly profit off tourism. The most popular tourist locations provide services in English in addition to their native language to cater to tourist demographic. For example, a restaurant in Rome will offer an English translation of their menu. Various geographical locations looking to increase tourism should invest in translation services because language is one of the driving factors in travel and tourism. For example, it is challenging to find English translations in Ukraine, overall decreasing the number of tourists. This is where language service providers come into play. Translation agencies can work closely with businesses in areas that are looking to increase tourism. For instance, implementing the most popular languages (i.e. English) in restaurants, shopping centres, sightseeing tours etc. Consequently, this will create a sought-after travel destination, attract tourists, and increase overall revenue for the country.

 

Wrapping it Up

In conclusion, it is important to plan ahead for post COVID19 and assess how our world is going to adjust to the new “normal.” As the current climate of the pandemic improves, language service providers are an integral component in aiding the travel and tourism sector to regain and help build the economy.

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Translation Companies Collaborating with Government Agencies

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Immigrating to a new country is an emotional journey for many families. Aside from the struggles of leaving their home country, many new comers experience difficulties of integration in regard to: language barriers, culture shock, and devaluation of foreign credentials. This blog will focus on language barrier struggles that immigrant families endure and how translation companies and language service providers can aid immigrants by collaborating with government agencies.

 

What Does This Look Like?

Many posts have been circulating on social media platforms depicting the translation struggles of immigrants and children of immigrant parents. Examples of this may include young children translating immigration, medical, and employment documents. The following link to the Huffington Post illustrates some powerful anecdotes of these struggles: https://www.huffingtonpost.ca/entry/translating-immigrant-parents-kids_n_5a43e516e4b06d1621b6948e?ri18n=true

 

Given the linguistic barriers, institutional government sectors including: health, education, employment etc. should collaborate with language service providers to help immigrants with their translation needs. For example, institutions should provide a translation option for individuals when administrating immigration paperwork. This helps newcomers better understand what is being asked of them, alleviate the stress of interpretation on children of immigrant parents, and provide the government with more accurate information.

 

Wrapping it Up

In a country like Canada where over 200 languages are spoken, language service providers are an integral component in aiding immigrants in assimilating to a new country and bridging the gap of language barriers.

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Language Service Providers: Compromising Profit for Business?

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As a result of the COVID-19 pandemic, many businesses have shifted their work to a digital platform. This newfound change presents both benefits and challenges in increasing revenue and profitability. This blog will explore the challenge of compromising profit in order to gain business.

 

What Does This Look Like?

Some Canadian language service providers (LSP) have, or will begin to, lower prices for their services in order to gain more business and satisfy clientele. Procurement people love the idea of low prices; although lowering prices can do more harm than good. Lowering prices means lowering profitability and driving small players out of business in some cases. For example, a language service provider may offer perspective clients 40% off of their services in order to gain moderate profit. However, lowering the price of services inevitably correlates to lowering the quality of translation, customer service, and the reputation of the LSP.

As discussed in a previous blog, Nimdizi Insights Research statistics presents the top factors that are important to companies when purchasing localization; namely: on-time delivery, quality of translation, and customer service. These factors will be compromised if LSPs lower their prices, consequently pushing away purchasing professionals.

 

Wrapping it Up

In conclusion, language service providers in Canada should hold the line on pricing, value the profession, and offer moderate pricing on their services. I will leave you with this quote from Benjamin Franklin: “The bitterness of poor quality remains long after the sweetness of low price is forgotten.”

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Can’t Read, Won’t Buy

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How many times have you turned away from a service or product because you simply did not understand what was being sold? According to Statistics Canada, there are over 200 languages spoken across the country, not including English, French, or Aboriginal languages. Thus, due to our linguistic diversity, companies must accommodate in regard to language expansion to their clientele to better promote services/products and increase profitability.

 

What Does This Look Like?

Any company ranging from retailers, wholesalers, or service providers have one ultimate goal: to increase revenue. Aside from investing in flashy advertisements and having discounted sales, companies should invest in an alternative marketing tactic that is guaranteed to boost business. Namely, this is collaborating with language service providers (LSP) or translation professionals to expand their language coverage in order to reach a larger demographic. In Canada, we typically translate from English to French and tend to disregard other demographics and language needs.

To provide a concrete illustration: A business ran by an East Asian family that solely speaks Mandarin would like to purchase products from a wholesaler. However, the wholesaler only provides services in English, therefore cannot sell to that specific cliental. This example demonstrates the need for companies to expand language coverage in order to accommodate to various demographics, consequently increasing revenue and stimulating business growth.

 

Wrapping it Up

Conclusively, Canada is a multicultural nation that continues to grow in linguistic and cultural diversity. Therefore, companies should expand language options to better accommodate to clientele needs.

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The Growing Importance of Translation Services

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Due to the COVID-19 pandemic, precautionary measures have been placed to ensure the health and safety of our global community. These restrictions have altered the work place across various fields. In the translation and localization industry, our work has predominantly shifted to a digital platform (i.e. virtual meetings, webinars etc.) As a result of the major shift to a cyber workplace, communications become increasingly difficult due to language barriers. For example, an American-based English speaking company and a European-based German speaking company will lack effective communication due to the linguistic divide. Thus, language service providers are an integral component in bridging language barriers and assisting companies with business interactions.

What Does This Look Like?

As our world shifts to a cyber platform, many translation applications will be made available on mobile phones and computers to aid with translation needs. Although machine-based translation apps may seem like an easy solution for bridging the language gap, relying on a digital software is risky as it may not consistently produce accurate results. For example, translating from English to German using a machine-based translator such as Google translate will not generate an exact translation. Other factors besides direct word-for-word translation such as: cultural context and emotion must be taken into consideration when translating from one language to another in order to produce the most precise results.

Wrapping it Up

In conclusion, human translation services and localization specialists are required in a digitalized world to aid businesses in overcoming linguistic barriers and reaching their goals.

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Media and Digital Content Translation: Reaching a Broader Audience

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Language barriers are one of the top factors in reduced traffic for any form of content. This blog will specifically focus on media content translation; that is, televised series, music, movies, websites, etc. Generally, people are limited in their media content intake due to language barriers, thus reducing overall traffic. For example, one of Netflix’s top series “La Casa de Papel” or better known as “Money Heist”, was not only extremely successful because of the plot, but due to the wide range of languages it was offered in, which consequently increased the number of viewers.

The Statistics

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According to data released by Maps of World in 2017, China ranks number one in the top ten countries with the most internet users. The statistics suggests that media content produced by other countries should include a language translation option for the most popular languages spoken in the top countries with the most internet users. For example, Canadian based content could be translated to: Mandarin, Hindi, Portuguese etc. in order to attract a larger demographic and produce profitable sales.

What Does This Look Like?

Translation service providers can aid media content creators in reaching a broader audience and increasing overall revenue. This relationship is equally reciprocal as both parties benefit from the services. These services may include: subtitling/captioning movies, website language translation, and live-streaming translation.

Wrapping it Up

In conclusion, language service providers (LSP) are an integral component in the expansion of media content. Broadening the option of languages on digital platforms is a guaranteed method to attract traffic and increase revenue growth.

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AILIA Webinar: Translation Buyer Perspective in Today’s Business Landscape

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AILIA is hosting a webinar on Wednesday July 15, 2:00PM EST with Senior Manager and Employee Training, Amy Dicks. The topic of the webinar is examining a translation buyer’s perspective in today’s climate. Essentially, we as translation and localization providers are interested in the purchasing professional’s input regarding buying translation services (i.e. price, customer service, quality of translation etc.). Listening to the buyer’s counter-narrative of the localization industry can aid providers to improve their tactics and further excel in the industry.

 

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A senior leader with 13+ years working in large, complex organizations, Amy is a true content nerd who has been helping organizations understand the importance of translation and related best practices for her entire career. Her varied experience (in communications, learning & development, content management, and system admin, etc.) has enabled her to continue waving the translation flag in many different fields. She has established translation strategy, nurtured vendor relationships, built a francisation program from scratch, and helped educate anyone and everyone about the best ways to approach translation in a large organization. Of utmost importance, of course, is selecting a vendor and how investing in the relationship will yield much better success. A native of Toronto, Ontario, Amy spends her free time wrangling her rescue dog and 9-year-old daughter, and trying to find time to ride her horse!

 

I encourage everyone to attend this important session as it will enlighten translation and localization providers with the information needed to enhance business strategies and satisfy cliental needs. 

 

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Digital Marketing Tips for Professional Translators

There has been a drastic increase in businesses expanding their reach to international markets, which has increased the demand for professional translators in numerous fields. This is the best time for professional translators to expand their reach and create long-term business relations. The best way to do this is through digital marketing. There are various digital marketing tips for professional translators to create a powerful online presence and extend your client base.

Utilize Social Media

Social media platforms are the most effective and quicker means of reaching your target audience. There are more than 3 billion individuals currently using social media platforms like Instagram, Twitter, and Facebook.

The best thing about social media marketing is that from large multinational companies to home-based businesses and freelancers; anyone can successfully market their services with the right strategies. Moreover, it is a great way of building trustworthy relationships and forming interactions with your target clients.

Therefore, ensure you have fully updated and active social media profiles where you can work on actively building your personal brand to reach the right clients.

Create a Professional Website

A lot of professional linguistics still don’t understand the importance of marketing themselves through a website. In order to appear reliable and experienced, it is important for you to have a professional website. This is also a great way of ensuring that your potential clients can easily reach you.

Through a website, you can showcase your expertise and skills, display testimonials from your satisfied clients, and appear approachable to your potential clients.

Focus On Content Creation

Aside from creating and managing your social media profiles and website, the best way to reach out to your clients is to provide them with useful and high quality content.

This is a great way of establishing yourself as an expert in your field. The more useful information you provide to your potential clients, the more likely they are to trust you and seek help from you.

Expand Your Reach

Lastly, make sure you are present in the right places in order to expand your reach. Create profiles on Proz.com, Quora, and other such forums to reach out to a higher number of audiences. These are great platforms to showcase your expertise and answer questions related to translation services.

These digital marketing tips will greatly help you in creating a powerful online presence and help you in reaching out to your potential clients.

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Translation in Canada

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In light of Canada day, I would like to commemorate this blog to the role that translation and localization industries play in Canada. As a proud citizen of this nation, I am fortunate to see that Canada is country that embraces a wide range of cultures and languages.

 

Language in Canada

Canada recognizes two official languages: English and French. However, with our evolving climate, Canada has recently added multiple Indigenous languages to language laws in order to respect, honour, and embrace the Indigenous population. In addition to official languages, Canada is home to various ethnicities and languages. Nearly every language is spoken in Canada making it one of the most multicultural and inclusive countries in the world. With this said, localization services are prominent in Canada as they aid in translating content in order to reach a larger audience. It is about building bridges and uniting our diverse communities.

 

What this Looks Like

Moreover, Canada is home to multiple academic institutions with translation or linguistic programs aimed at producing translators for the future. This can be highly useful as localization services are in demand in various spheres: political, economic, social etc. which provides services to varying types of cliental. Thus, the localization industry is mutually beneficial and rewarding on both ends as translation job opportunities are created in order to aid for the high demand of services.

In addition, ‘AILIA’ is the association for language industries that strives to expand Canadian language companies. The main premise is to assist others, network, and share ideas in order to advance in the language industry. This is relevant to the celebration of Canada day as it recognizes language barriers and aspires to bring communities closer.

 

Wrapping it Up

To conclude, the localization industry is highly prevalent in a multicultural nation such as Canada. It embraces the uniqueness of each culture and language and strives to establish connection and unite our communities.

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