Today: “Nessun evento. Appena un cioccolato.”

 > The Situation:
My mouth is hanging open. And I do not believe what I’m staring at. Here, look over my shoulder and I’ll show you what I mean. Okay, I just finished writing the Marketing Dangerously article about Bosa Foods and their “thank you” chocolates. Now, because I typed the word “mercado” in the article, I want to make sure that this is the correct Italian word for “market,” and not the Spanish word. So how do I check? I do what I always do. I right click on the word. Then I click on “look up” in the drop down menu list that appears (in Microsoft Word). Then up pops a narrow window on the right side of my screen that provides a dictionary, a thesaurus, and (there at the bottom) a translation service I hadn’t noticed before. It asks if I want to translate from English to Italian. I click on the green “enter” arrow meaning “yes I do.” Then. Seconds later, up pops my entire MD article—written in Italian. No, no, no. Not just the word “mercado” that I wanted to check, but the whole, entire, complete article. Pay attention now, because this little discovery means a lot to “YOU.”

 > The Idea:
The idea here is translation. The ability to get our messages out to people who speak other languages—but buy what we sell. Historically, of course, it could cost a small fortune to translate our marketing messages, our product spec sheets, our how-to instructions, etc. into other languages. But now. Here it is, free of charge. The service is provided by a Microsoft partner company called WorldLingo. And, I repeat, it is free of charge. Wow. 

 > The Risk:

If you’re still looking over my shoulder, you’ll notice that there is a disclaimer below the green arrow that says, “your document has been translated using machine translation.” Meaning, a robot did it, and it may not read very well, or may contain errors. Now I’m sure WorldLingo would like to help you make the translation perfect, but a less expensive approach would be to ask someone who speaks the language in question to review your document for you.

 > The Reward:

I’ll never forget consulting with the Oakridge branch of The Royal Bank when the mall was being totally rebuilt. Business was down 50%, mall-wide, but we brought the branch back to 100% in no time. During a brainstorm one staff member said, “why don’t we put up a sign that lists all the languages we speak at this branch?” Brilliant. We did that the next day, and while there were many other bright ideas, that one alone drew enough new traffic to make a huge difference. People really appreciate being spoken to in their own language.

 > The Call to Action:

Do you (could you; do you want to) attract people who speak other languages. Why not try a little translation? By the way, “Nessun evento…appena un cioccolato” means “No occasion…just a chocolate.” Thank you, Bosa Foods.

PS – Please note that we have rescheduled our “Recession-proof Marketing” seminar in New Westminster to February 17. Click here for details.

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