writing English text to be translated into Spanish, it is
important to note there are differences in the way some
Spanish cultures say certain words and phrases.
By Anthony Jarrett
BGC Director of Business Development
If youíre a partner, decision
maker or marketing manager in the RTO industry whose task is to
oversee Hispanic marketing copy and creative, itís important to
have the products that Hispanics want and to get the message
The average Hispanic consumer is exposed - consciously and
subconsciously - to over 2,000 messages per day, 365 days a
year, from television, radio, outdoor, newspaper and magazines.
Thatís a tremendous amount of competition for your ad message to
BGC Telecom has a
diverse product line that can give any RTO store extensive
product diversity, competitive edge and a new profit center for
2006. These products include Cingular Prepaid, Boost Mobile,
Verizon Easy Pay, Oxygen Prepaid, Net10, Tracfone, Venture PCS,
International Calling Cards, Prepaid Credit Cards, Bill Payment
Program, Wireless Reloads and a complete accessory line that can
be tailored for your specific market and customer. Many of these
wireless phones have discounted international calling rates
including calls to Mexico and other Latin American countries.
With Hispanics as the nationís largest minority, RTO
marketers should find products that are wanted by Hispanics and
know exactly where their products are being distributed. If you
are selling product in Miami where Cubans comprise up to 54
percent of the population, language use will play an important
role. Miami is one of the most diversely populated cities in the
United States. Itís a city of almost 4 million residents and
among them are Latinos hailing from eight or more Latin American
countries. Los Angeles is still the No. 1 Hispanic-populated
city in the United States with Mexicans as the Hispanic majority
at 85 percent. Prepaid products canít be overlooked when
targeting Hispanics. Standard Spanish is the way to go when
marketing, but expanding the product line in your RTO stores in
2006 to include a diverse selection of prepaid products will
prove to be profitable.
we see large enterprise companies rushing to develop
Spanish-language marketing programs to capture new sales from a
young, hip generation of Hispanic consumers who are spending
billions of dollars on goods and services. As a result, these
companies are directing millions of advertising dollars to
increase awareness and brand their products. BGC Telecom can
bring many of these products into your RTO stores.
How important is it to get it right in the Spanish language?
Extremely important, because major dollars are being invested
and expectations on the return are high. Here are a few helpful
tips that can be used when marketing to Hispanics.
When writing English text to be translated into Spanish, it
is important to note there are differences in the way some
Spanish cultures say certain words and phrases. Many times, an
English word will not exist in Spanish, and you must find
another word or phrase to communicate the same feeling. An
experienced copywriter also knows what happens to his English
text when itís translated into Spanish - it gets longer. So
write with brevity and be direct.
Ask yourself, is my ad going to speak to Mexicans or Puerto
Ricans, Hondurans or Guatemalans? Is the sales message correct?
Are my disclosures correct? Are the grammar and spelling
correct? If youíre not sure, explain your adís goal to someone
who understands and speaks the language. By doing so, youíll
lessen the chance for mistakes.
An improperly spelled word or the misuse of a phrase can
create an entirely different meaning than planned. Remember the
Chevy Nova? The name literally meant ďno-goĒ in Spanish.
Chevrolet didnít sell many Novas in the 1970s. Mazda Miata? Got
Milk? My Spanish-speaking friends will understand.
By spending time up front doing your homework and selecting a
diverse line of prepaid products youíll be sure to place your
RTO stores on the right track with millions of Hispanic
consumers. Many analysts are predicting the bulk of wireless
growth in 2006 to come in the form of prepaid and hybrid
Contact BGC Telecom for more information
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