Tag Archives: media

Expand Your Brand at the Festival of Media

On April 15, more than 700 of the world’s top media professionals will come together in Montreux, Switzerland to exchange ideas, best practices and the latest research in the field. The sixth edition of the Festival of Media promises to be the strongest yet, building on success that started with the Festival’s launch in 2007.

Several factors set the Festival of Media Global 2012 apart from other types of media industry events—and offer key advantages for attendees.

The Top at the Top
From the beginning, The Festival of Media Global has attracted industry leaders. A quick skim of the 2011 list of attendees reveals the large amount of CEOs, directors, presidents and other key executives that attend. For top media professionals, this offers a rare opportunity for high-level interactions with your peers, which include both attendees and speakers. This is particularly true for Latin America. Executives from media agencies, advertising agencies and top brands from every major market in the region attended in 2011 and even more are expected in 2012.

Rich Range
One of the challenges in finding the right media event is focus. Often, an event’s focus can be so specialized that an attendee will only find peers in their specific industry whom they already know. In sharp contrast, the Festival of Media Global attracts professionals from all forms of media—Internet, broadcast, print, out-of-home—and industries. Food, autos, consumer electronics, computers and video games were among the industry sectors represented at recent editions of the Festival. And of course, every major media agency around the globe makes sure to attend.
The Festival’s diversity extends beyond industry to include geography. Executives from over 40 countries attended in 2011 and an even broader selection is expected for 2012. 
As such, firms looking to expand their brands or reach new markets may well find the contacts that can help open doors.

Digging Deep
The theme for this year’s Festival of Media Global 2012 agenda is “When data becomes insight: the beauty in numbers and the science of storytelling.” As such, the Festival’s agenda will feature speakers that will explain how to get the most out of the wealth of consumer data that’s available so as to improve storytelling and maximize ROI. After all, every campaign in every medium is a story. And the better you tell it—and the more it connects with the needs of the audience—the more impact it will have. This theme reflects the kind of agenda that the Festival sets every year: in-depth explorations of the key concerns that affect the world’s media, advertising and marketing professionals. As such, attendees will complement their contacts with the insights needed to impact their daily efforts.

To find out more about the Festival of Media, please visit its Web site or its Facebook page.

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Using Content to Think Outside the Banner

Is content king? Some believe this 100%, others see it as a big myth. We’re not sure if content is king, but we do know one thing: it can deliver results that rule.

The Challenge
A major brand in the healthcare industry wanted an outside-of-the-banner approach for their next campaign. This meant going beyond the usual ad formats to engage users and prospective customers. While lots of ad formats can gain attention, engagement is about keeping a customer’s attention—and getting them to interact with the brand. According to studies done by Adobe, Microsoft Advertising, Nielsen and other firms, higher engagement with ads or greater “dwell” time leads to better response and ROI.

The Solution
The campaign was to run on iG, the top content-producing Brazilian portal that draws 29 million unique users per month. iG is a respected provider of information across a variety of channels, including health. We saw a great opportunity to create a subchannel within iG that would specialize in the area of expertise for the client. The client created the content. They made it independent, fresh and interesting, NOT an advertorial to sell products. The client also varied the type of content. Rather than just copy and photos, they developed high-impact content that included informational videos and slideshows to maximize the power of the web medium.

But having great content in place was only the first step. We also had to draw people to it. So we created specific banners that ran in a variety of sections within iG and that appealed to multiple market segments: men, women, families, etc. The banners were customized to each section, promoting specific products and inviting users to click to find out more. Once a user clicked on a banner, he or she would end up at the client’s subchannel. There, he or she would discover lots of fresh content related to the product while also seeing ads for a variety of other products. 

The Results
The client set specific engagement metrics: click-through rates (CTRs), overall traffic to the channel, page views and time spent. The campaign produced powerful results in all of these areas, as well as more engaged users.

The Takeaway
Consider content as a tactic. It allows you to go outside of the banner and engage customers to build relationships that can deliver results that extend beyond a single display campaign.

To find out how we can help you use content to create a winning campaign, contact us at info@usmediaconsulting.com. To get the big picture on Brazil’s media market, click here.

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6 Spanish Translation Tips for Stickier Sites

One of the interesting findings of AOL’s 2010 Hispanic CyberStudy was that online Hispanics prefer English-language media. This is partially because most web content is created in English, but it’s also due to quality. Significant numbers of Hispanic respondents said they felt that Spanish-language Web sites were less comprehensive and of poorer quality than their English-language counterparts. I edited Spanish-language translations for Rodale, publisher of Men’s Health and Prevention magazines. My books produced 1.1 million in sales and $35 million in revenues in 5 years. Here’s what I learned about connecting with Hispanics when translating products for them.

Don’t translate, “transadapt.” You spent time crafting your original copy to pull in your audience with wordplay, clever turns of phrase and fun cultural references that also delivered SEO. You have to make the same message work for Hispanics, but on their terms. Literal translations of wordplay won’t work. Neither will cultural references that Hispanics won’t get.

Example: once I had a lead for a chapter about back pain written in second person. It more or less said, “You’re dancing up a storm at your high school reunion when the back pain hits. Suddenly ‘Twist and Shout’ has a whole new meaning.” Cute, but how many Hispanics go to high school reunions? How many know the song ‘Twist and Shout’? To be safe, I changed the scenario to a Tito Puente concert. Back in the 1990s Puente had name recognition with most U.S. Hispanics and they are more likely to go to a concert than a high school reunion.

Pick top talent. I continually tested freelance translators with a background in advertising or editorial copy, around 500. I picked 3. To save time, try to recruit freelancers who were Hispanic market copywriters or Latin American editors who worked on adapting American magazine brands for their markets. They understand how to “transadapt” copy.

Test them. If you’re a Hispanic market professional, it’s likely that you are skilled in both English and Spanish. Send sample copy to your pool of prospective talent. Try around 20-30 people. Give them a deadline for handing in the sample. If you can prepare guidelines and a glossary for them to follow, even better. Grade the samples according to quality, how well they followed your guidelines and glossary and their professionalism in hitting your deadlines. Translators who won’t provide a sample for free are easily eliminated. You also don’t want someone who doesn’t follow your guidelines or is late. That behavior will repeat itself if you hire them, believe me.

What else to look for in the samples
:
>How they adapt wordplay and slang
>How they handle cultural references: do they catch the ones that won’t work and substitute new ones? Or do they leave in references that Hispanics won’t get at all?
>How they handle titles: Some of your titles are tied to your brand equity and can’t be changed, but other ones should be changed so you resonate with your audience. Did the translator pick up on this or not? What kind of suggestions did they offer?
>Did they ask questions while preparing the samples? Good translators will ask you about your target audience, which terms can’t be translated and other specifics. The bad ones inevitably never ask questions—they do what they want and generally hand in weak samples.

Vocabulary. Ideally, you want to create a glossary for the translator, even for the sample. Hispanics have regional differences when it comes to food terms and terms for objects. For instance, a “bicho” is a bug to most Hispanics but it’s a vulgar term in Puerto Rico. You need to review your copy to identify key terms that need to go into the glossary with preferred translations. And don’t be scared of synonyms. In Spanish, beans are “frijoles” in Mexico and Cuba, “fríjoles” in Colombia, “caraotas” in Venezuela, “porotos” in Argentina and Chile and “habichuelas” in Puerto Rico and in the Dominican Republic. You can pick one main term and 2 synonyms—for example: frijoles (habichuelas, porotos)—and connect with most of the audience. If your site has a lot of food terms, create a simple synonym glossary, put it on a separate page and add a tagline that links to it.

Offer resources. I edited a number of health books offering herbal remedies and supplements, but I thought Hispanics would have a tough time finding those products in their local stores because of language barriers. So I researched Spanish-speaking health food stores around the country and included a list of them in the back of these books. Online, it’s easy to add links to resources to help your customers learn more.

Where’s the ROI in all of this? Rodale books were sold via direct mail. When I arrived there, a big problem was the return rate. Many readers returned the books because they had trouble understanding or relating to them—lost revenues for a company with a 30-day money-back guarantee. With my approach in place, return rates dropped by 50%. Unhappy customers became happy customers who paid for their books, and the company made more money. If your site becomes stickier, obviously your bottom line will benefit. And the glue of sticky sites is great content that users relate to and enjoy in their native language.

To learn more about how we can help you leverage the power of U.S. Hispanic media, contact us at info@usmediaconsulting.com.

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The Boom Within the Boom

It’s not news that Latin America is hot. Tons of stories cover how the region boasts a spiking GDP and how Brazil is the number 7 economy in the world. There’s also the overall ad spend in Latam, up 21 percent in 2010. But the news media seem to have skipped over themselves in covering this story. Meaning this: right now, Latin American media are surging more powerfully than they ever have before. Here are 4 quick takeaways about the state of Latam media right now—and in the future.

 

Print Has Power
While newspapers and magazines in the U.S. and Europe took some severe hits in circulation and ad revenues in recent years, Latam newspapers and magazines grew impressively. And they’re going to keep growing.
Here’s a look:

 

Online Surges Strongly
The Latam media boom’s biggest blast may be happening with this sector. For years, online advertising was the region’s ugly duckling, but one big swan is now emerging. The numbers say: 


TV Still Looks Good
The region’s leading medium is still on top—and breaking records. Crunching numbers reveals: 

 

OOH Gets Out More Often
Out-of-home (OOH) advertising is another power performer in the Latam media market, boasting its own share of impressive numbers. 

  • Big and getting bigger: In 2011 the overall OOH ad spend in Latam is $1.2 billion, projected to double to $2.3 billion by 2016
  • Eye on Brazil: Despite restrictions on outdoor advertising in cities like Sao Paulo, the country still has a $464 million OOH market
  • Digital doings: Digital OOH is growing rapidly in several Latam markets but is hottest in Brazil, spiking 58% in 2010 and set to grow by 60% in 2011

  
To learn more about how we can leverage this media boom for your company, contact us at info@usmediaconsulting.com.

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