Category Archives: General

Adaptation, the Goose of Golden Eggs

Miami has become one of the greatest financial hubs in the US, second to only New York banking center. Florida’s banking has flourished in the last years, but what is their goose of golden eggs? How have the financial services of the sunshine state thrived?

In a word, the answer is adaptation. This does not refer to natural selection, but to opening to new markets –the Hispanic.

According to the data from the US Census, about 18% of the U.S. population, which is approximately 58.9 million, corresponds to Hispanics. Miami’s financial institutions have seen the opportunity and adapted their services and products to reach Latin American consumers. The purchasing power of this growing population plays a key role in Miami’s economy; actually, Florida’s Latin households generate $6.7 billion in buying power.

As a response to the Latin population growth both at the Southern borders and in the whole country, most banking and financial institutions have adjusted their offer to the needs of Hispanic clients. The first step they took was to bring Spanish directly into their institutions by staffing with Spanish speaking employees, internationalizing and localizing their product offerings, and culturally adjusting them to these new communities.

When Spanish-speakers come into institutions like Bank of America, Citibank, Wells Fargo or any other important financial institution in Florida, an assistant will greet them and ask them the reason of their visit. If the assistant knows they speak Spanish, he/she will immediately switch the language, which can evoke different emotions in clients, such as the following:

  • Feeling the institution cares about them.
  • Feeling safe in an environment that can be quite hostile.
  • Feeling assured that they will more easily understand the financial jargon.
  • Feeling confident enough to make questions.
  • Feeling at home.

Having a clear communication strategy is a key factor to succeed in business. Opening your market to new languages does not necessarily entail exporting products or services but adjusting to the new local market. It is of paramount importance that financial institutions generate trust and security to all their clients, including the Spanish speakers. A wise investment in translation is essential to achieve it. Baquero Translation is eager to help you reach Hispanic consumers by providing its top-notch translation services.

 

By: Andrea Chetti

FIFA Hears Women Roar!

Many well-known newspapers, such as The New Yorker, The Guardian, El País, and La Nación are posting articles about FIFA Women’s World Cup with information about each football match, details of the French cities hosting this event, different female football players’ opinion, among others. This cup has become so widely known that even Google has been dedicating doodles to the Women’s World Cup, one for each day.

The increase of media coverage of an event historically related to men, speaks about the great steps women have made towards equality. Recently, the first professional women’s league was established by the Argentine Football Association (AFA). This newly-created league will support 16 female football teams for the first time. The support means providing a place of work, i.e. appropriate facilities, and basic elements needed for training, and ensuring that, at least, 8 players have a professional contract. It is no coincidence that this success was achieved after two major events were made public: Macarena Sanchez’s claim and the national football team’s complaint. The former refers to a demand from a football player to be recognized as a worker, which led to her expulsion from the team. This event reached a large audience thanks to the posts of many newspapers, and likes and shares on social media- it even became a trending topic on Twitter. The latter has to do with a popular photo showing the national team players posing with their hands behind their ears. Argentine players made this gesture in a sign of protest for not being heard –they had claimed to have their basic needs met, such as appropriate pitches, clothing, and travel allowance with no success. The picture circulated and echoed loudly.

 

Unlike other industries or sports fields, the translation industry is an industry where women have always had a strong and world-wide-heard voice. At BT, we support diversity in all its forms and are happy to work in a gender-equal environment.

By: Andrea Chetti

Why you need to localize your website

Today’s technology and global communication have erased almost all borders and made the expansion of your brand possible. Actually, if you are proficient in the English language, you might have enjoyed most of the content developed on the web since it first started. However, it is necessary for companies to understand that in the same way they invest in a good website design, they need to take language seriously and consider good translation as a powerful tool to reach foreign markets. Localization is a process that involves not only translation but also adaptation of your message so that it can be accurately transmitted and culturally acceptable in a different culture.

“The limits of my language mean the limits of my world” said the philosopher Ludwig Wittgenstein. In our globalized world, we can understand these words as not having your website translated could limit your company by keeping foreign markets out of reach. In the same way/Similarly, the phrase “Can’t Read, Won’t Buy” simply indicates that when consumers do not find data in their language, they do not buy since they believe they do not trust their knowledge of the foreign language as much as to make decisions. Surveys indicate that 75% of consumers in non-Anglophone countries prefer to buy products in their native language and 60% never buy from websites in English only. By translating and localizing your website, your company can gain new markets and reach more prospects, not only internationally but also locally, since there are communities speaking their home-country original languages. It is necessary to count on highly qualified translators and editors to ensure that your brand’s message is adapted to a specific culture. This includes analyzing and adapting ways of expressing ideas, approaching people, meanings conveyed by certain images or colors, currency, measurements, among others.

Once your website is effectively localized, you can create a strong bond with your clientele. Offering your product in your consumers’ language shows that you care about them. Therefore, your brand’s reputation can grow bigger, and you can also have an edge over the competition.

It is possible to state that localization results in a threefold benefit: gaining new markets, building consumers’ loyalty, and increasing revenue. If we take into account that only 25% of Internet users are native English speakers, there is a 75% of foreign users who you can potentially sell to (data taken from Internet World Stats). This percentage of non-native English users corresponds to speakers of different languages, such as Chinese, Spanish or Arabic, thus, reaching one of their cultures would imply a boost in your company’s income and brand exposure.

Many factors are involved in the successful expansion of a company, but there is no doubt that translation plays a key role in going global. You can trust Baquero Translations to expand your brand effectively and to reach the heart of foreign consumers. BT has the expertise and cultural awareness needed to get your message through into another culture.

By: Andrea Chetti

Baquero Translations Ranked as a Top-Ten Language Service Provider in Latin America

CSA Research, a well-known consulting company in the language industry -which every year carries out research about language companies and their performance announced last week the top-ten ranked companies in each region. And, Baquero Translations made the Top 10 and is ranked amongst the largest Language Service Providers in Latin America and the Caribbean.

At Baquero Translations, translation is our passion and we always go the extra mile to make intercultural communication effective and accurate. Think of all the things you wouldn’t have access to if they had not been translated into your language. Think of all the things you would have access to if they were in your language. Surely, you must have missed thousands! Consider the websites, software or games you don’t pay attention to because they are not in your language.

CSA Research found that the market for language services and supporting technologies will grow 6.62% from 2018 to 2019, however, the 100 largest LSPs grew at 20.08%. Our aim for this year is 25%.

At BT, we would really like to thank and make this distinction extensive to our team of Managers, Project Managers, QA Managers, Linguists, DTPers, IT specialists, Sales Reps, and consultants for leaving their heart and soul in every project!

Juan Andrés Baquero

Director.