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What Does Language Translation Really Entail?

Fri, 17 Apr 2026 09:51:52 GMT

Far more than swapping words — translation is an act of bridging entire worlds.

When most people think of translation, they picture a dictionary — a word on one side, its equivalent on the other. But anyone who has ever tried to translate a poem, a joke, or a heartfelt letter knows the truth: language is not a code to be cracked. It is a living system shaped by history, culture, emotion, and context. Translation, at its core, is the art and science of carrying meaning across that divide.

"Translation is not a matter of words only. It is a matter of making intelligible a whole culture." — Anthony Burgess

The linguistic layer: structure, grammar, and vocabulary

The most visible dimension of translation is linguistics. Every language has its own grammar — its rules for constructing sentences, indicating tense, marking gender, expressing plurality, and more. English uses strict word order to convey meaning; Turkish relies on suffixes; Mandarin depends heavily on context and tone. A translator must not only know what words mean but understand how those meanings shift when assembled differently.

Vocabulary itself is a minefield. Languages rarely have perfect one-to-one word correspondences. Portuguese has saudade — a deep, melancholic longing for something or someone absent — for which English has no single word. German offers Schadenfreude, the pleasure derived from another's misfortune, now borrowed wholesale into English precisely because we lacked an equivalent. A good translator decides: do you borrow the foreign word, explain it in a phrase, or find the closest approximation and accept some loss?

Vocabulary - Finding equivalents where none may exist

Grammar - Restructuring meaning across different syntactic rules

The cultural layer: context that words alone can't carry

Language is the product of a community. Every sentence carries cultural assumptions about social roles, shared history, and unspoken norms. Translating a Japanese business email requires understanding a whole framework of hierarchical politeness that simply does not exist in English in the same form. Translating an Arabic proverb means deciding whether to keep its unfamiliar imagery — and let readers feel the foreignness — or substitute a culturally equivalent saying from the target language.

Humor is perhaps the greatest cultural test. A pun in one language rarely survives translation because wordplay is rooted in the specific sounds and double meanings of a particular tongue. Skilled translators often create entirely new jokes that produce the same comic effect, rather than explaining the original — because explanation, as any comedian knows, kills the laugh.

The tonal and stylistic layer: voice and register

Translation is also an act of writing. A translator must not only understand the source text but reproduce its voice. The compressed, staccato rhythms of Hemingway demand a vastly different approach than the ornate, breathless sentences of Proust. Poetry complicates this further: should a translator preserve the rhyme scheme, the meter, the literal meaning, or the emotional texture? Often, it is impossible to preserve all four — and every choice is a kind of small loss.

Register matters equally. A legal document must be rendered with technical precision; a children's book must feel playful and natural in the target language; a medical consent form must be clear, unambiguous, and culturally sensitive to the patient's context. The translator calibrates not just what is said, but how it would naturally be said to this particular audience.

Every translation is an interpretation. The question is not whether meaning will change, but how — and by how much.

Machine translation vs. human translation

The rise of neural machine translation — tools like Google Translate and DeepL — has transformed the field. These systems are remarkably good at conveying surface-level meaning quickly and affordably, and they continue to improve. For everyday practical needs, they are often sufficient: understanding a restaurant menu, getting the gist of a news article, communicating basic information across a language barrier.

But machines still struggle with the deeper layers. They miss irony, misread ambiguous idioms, flatten stylistic nuance, and stumble on culturally embedded references. For literary, legal, medical, or diplomatic translation — where precision, nuance, and trust are paramount — the human translator remains indispensable. Many professional workflows today use machine translation as a starting draft that a human then edits and refines, a practice known as post-editing.

The ethics and fidelity of translation

Every translator faces a fundamental tension: fidelity to the source text versus accessibility to the target reader. A highly literal translation preserves the original's structure but can feel alien or even incomprehensible. A highly free translation reads beautifully but may drift far from what was actually written. Translators speak of being "faithful but not slavish" — staying true to meaning, intent, and spirit, without being trapped by surface form.

There is also the matter of power. Translation has historically been used to colonize, convert, and control — rendering foreign texts in ways that served ideological agendas. Today's translators are increasingly attentive to this history, asking whose voice is centered, whose cultural knowledge is assumed, and whose worldview is quietly imposed through word choice.

Translation as an act of empathy

Ultimately, translation is an act of empathy. It asks the translator to inhabit another mind — to understand not just what someone said, but what they meant, felt, and assumed when they said it — and then to find the words that would produce a similar understanding in a reader who may live in an entirely different cultural world. It is one of the most humanizing things we do with language: refusing to let the accident of birth in one tongue become a barrier to understanding those born in another.

Whether you are reading Dostoevsky in English, watching a subtitled film, negotiating a business contract across continents, or simply using a translation app to ask for directions in a foreign city, you are benefiting from this ancient, nuanced, and deeply human craft.

Calling Yourself Global Doesn’t Make You Global

Tue, 03 Mar 2026 20:22:08 GMT

In boardrooms across the country, the word global gets used easily:
Global strategy.
Global workforce.
Global expansion.

But putting “global” on a website doesn’t make an organization global.

According to our CEO, Susanne Evens, “True globalization is not a checkbox. It’s a discipline.”
And it requires far more than running your website through an automated tool.

Global Is a System, Not a Slogan
Susanne has lived and worked in multiple countries. She’s helped companies expand into new markets, navigate compliance requirements, support multilingual workforces, and localize products for international buyers.

What she sees (especially regionally) is this: companies calling themselves international while offering nothing in another language - no localized materials, no cultural adaptation, and no global compliance strategy.

That gap is where risk lives. And it’s exactly where AAA Translation consults.

Who Susanne Wants to Help (And Why)
AAA Translation’s 2026 strategic focus is intentional:

HR leaders
Expanding internationally? Hiring multilingual employees? Managing global teams? HR must ensure policies, onboarding, and internal communications are legally accurate and culturally aligned.

Marketing executives
Campaigns that resonate in one city may fall flat or even offend abroad. Localization protects brand equity.

Legal & compliance teams
Certain countries require multilingual labels, warnings, disclosures, and documentation. “Close enough” is not defensible.

International business units
If operating across borders, messaging, contracts, and brand positioning must be consistent and correct.

This isn’t transactional translation. This is risk mitigation and growth strategy.

What Globalization Really Requires
Imagine a U.S.-based consumer brand expanding into Germany, India, or Mexico. It’s not just about translating packaging. It’s about asking smarter questions:

How is your product perceived culturally?
Are your visuals appropriate?
Do colors carry unintended meaning?
Are your labels legally compliant in that country?
Are multilingual warnings required by law?
Do children (or adults) even use products like this there?
Is your sourcing aligned with regional business norms?
Are you respecting the local regulatory environment?

This is localization - not literal translation.

And it affects everything:

Marketing campaigns
Employee handbooks
HR documentation
Legal contracts
Compliance materials
Training programs
Event interpretation
Website UX
Product labeling

Global success depends on understanding culture as much as language.

Culture Drives Behavior
Culture drives engagement, and it shapes how people interpret messages, visuals, and meaning. When a business crosses borders, it enters another’s cultural context. It must be understood, respected, adapted to, and spoken clearly.

There are over 7,000 languages in the world, and culture is the deeper layer. Culture is where most companies misstep.

The AAA Translation Difference
Most translation firms are reactive: a document arrives, they translate it, done.

Susanne operates differently. She consults upstream:

Should this be localized?
What markets are you entering?
What regulatory standards apply?
What is your brand perception abroad?
Are you unintentionally creating risk?
Is automation being used where expertise is required?

That advisory lens is what positions AAA Translation as an industry leader, not just a vendor.

If You’re Calling Yourself Global…

Ask:

Do we have multilingual compliance materials?
Is our website professionally localized?
Are our employee resources accessible to multilingual staff?
Have we evaluated cultural alignment in our marketing?
Do we understand the legal implications of expansion?
Are we relying too heavily on automated translation tools?

If any answer is unclear, it may be time for consultation, not just translation.

Global Growth Requires Global Intelligence
Being global isn’t about scale. It’s about strategy. And strategy requires expertise.

Under the leadership of Susanne Evens, AAA Translation is helping HR leaders, marketers, legal teams, and executive leadership move beyond the illusion of globalization and into structured, culturally intelligent expansion.

Because global isn’t what you call yourself. It’s what you build.

If your organization is preparing to expand internationally or already operating across borders, let’s start with a conversation about where you truly stand.

Email Susanne or call 636-530-1010 today. Go global for real!

Multilingual Video Production: Creating Video That Travels Well

Wed, 04 Feb 2026 16:32:54 GMT

Video is one of the most effective tools for engaging global audiences, but only when it’s done right.

As companies expand into international markets, multilingual video production has become essential. Yet many organizations still assume that translating a script or adding subtitles is enough to make a video work across languages and cultures.

It isn’t.

“Language accuracy is critical, but it’s only the starting point,” says Susanne Evens, our CEO. “If the tone, visuals, or delivery don’t align with cultural expectations, the message can miss entirely - or worse, damage trust.”

What Is Multilingual Video Localization?

Multilingual video localization goes beyond word-for-word translation. It adapts video content so it feels natural, credible, and engaging to audiences in different regions and cultures.

That includes

Language and terminology
Tone and emotional delivery
Pacing and structure
Visual cues and symbolism
Cultural norms around authority, humor, and persuasion

“A video that works beautifully in English may not resonate the same way in another market, even with a perfect translation,” Evens explains. “Culture shapes how people interpret meaning - not just what they hear, but how they feel about it.”

Subtitles, Voiceover, or Dubbing: Which Is Best?

One of the most common SEO searches around multilingual videos is “subtitles vs dubbing vs voiceover.” The answer depends on your audience, not your budget line item.

Subtitles:

Cost-effective and fast, but lacks localization
Ideal for regions accustomed to on-screen reading
Can distract from visuals if overused

Voiceover:

Preserves original speaker
Requires careful casting for tone, gender, and authority
Often preferred for training or instructional content

Dubbing:

Creates the most immersive experience
Must match timing, emotion, and cultural expectations
Common in entertainment and consumer marketing

“There’s no universal solution,” says Evens. “What matters is understanding how your audience consumes content and what feels authentic to them.”

Cultural Mistakes That Undermine Global Video Performance

Even well-intentioned brands make costly missteps when localizing video content. Common issues include:

Humor that doesn’t translate
Overly aggressive calls to action
Visual symbols with unintended meanings
Editing styles that feel rushed or overwhelming
Narrators who lack cultural credibility

“These aren’t small details,” Evens notes. “They directly affect engagement, comprehension, and trust - especially when video is someone’s first interaction with your brand.”

Why “One Video, Many Languages” May Fail

From an SEO and performance standpoint, a single master video translated into multiple languages can underperform. Engagement may drop, completion rates fall, and conversion suffers.

The most successful global brands:

Adapt messaging region by region
Adjust tone and pacing per audience
Involve language experts early in production
Treat localization as brand strategy, not post-production cleanup

“The goal isn’t just to be understood,” says Evens. “It’s to be believed.”

Multilingual Video as Brand Protection

Search engines reward relevance, engagement, and trust - and so do audiences.

Culturally adapted video content:

Improves viewer retention
Strengthens brand credibility
Reduces reputational risk
Increases ROI on global campaigns

When done correctly, multilingual video doesn’t just travel - it performs.

Make Your Video Work Across Languages and Cultures

If your video content is meant for global or multilingual audiences, translation alone isn’t enough.

AAA Translation helps organizations think strategically about multilingual video - from language selection and cultural adaptation to subtitles, voiceover, and dubbing - so your message resonates everywhere it’s seen.

Start with strategy, not subtitles.

Whether you’re creating marketing videos, training content, or global communications, your message deserves to resonate everywhere it’s seen. AAA Translation helps you avoid costly missteps by ensuring your video content is accurate, culturally appropriate, and emotionally aligned. When the world is watching, let us help you be heard, exactly as you wish, in any language.

Now is the time to have a global partner at the ready! Call us today at 636-530-1010 .

2026 Priorities: What to Translate and Localize First for Maximum Impact

Tue, 20 Jan 2026 17:09:46 GMT

In 2026, global audiences expect instant access, clarity, and cultural relevance. With content volumes growing fast, the key question isn’t whether to localize—it’s where to start. Prioritization is everything.

1. Customer-Facing, Revenue-Driving Content

Start with what directly impacts trust and conversion. Websites, landing pages, product descriptions, and e-commerce checkout flows should always come first. If customers can’t clearly understand what you offer—or how to buy—you risk losing them immediately.

2. Customer Support & Help Content

Self-service is now the norm. FAQs, chatbots, help centers, and troubleshooting guides should be localized early to reduce support tickets, improve satisfaction, and show commitment to global users.

3. Legal, Compliance, and Safety Materials

Privacy policies, terms of use, consent forms, and regulatory content must be accurate and culturally appropriate. In 2026, regulatory scrutiny and consumer awareness continue to rise—this content protects both your business and your customers.

4. Product UX and In-App Content

Buttons, menus, notifications, onboarding flows, and error messages shape the user experience. Localizing UX content early ensures your product feels intuitive—not foreign—in every market.

5. Marketing Campaigns with Regional Impact

Global campaigns rarely succeed without local adaptation. Prioritize high-growth or strategic markets and localize messaging, visuals, and tone to resonate culturally—not just linguistically.

6. Training and Internal Communications (When Scaling)

As distributed teams expand globally, translating training materials, SOPs, and internal updates becomes critical for consistency, compliance, and performance.

The 2026 Takeaway

Translate what builds trust, drives revenue, ensures compliance, and shapes user experience—first. Then scale strategically. Smart localization isn’t about translating everything at once; it’s about translating what matters most, at the right time, for the right audience.

Choose us for your translation and localization needs and benefit from 25 years of proven expertise delivering accurate, culturally nuanced language solutions. Our long-standing client relationships and consistently high satisfaction rates reflect our commitment to quality, reliability, and results. We combine experienced linguists, thoughtful localization strategy, and personalized service to help your message resonate clearly and confidently in every market you serve.

Celebrating 25 Years of AAA Translation: A Journey of Language, Culture, and Connection

Wed, 03 Dec 2025 20:19:30 GMT

For a quarter of a century, AAA Translation has been bridging the gap between languages, cultures, and businesses worldwide. What started as a passion for breaking down communication barriers has grown into a trusted global partner for companies seeking expert translation, interpretation, and localization services.

As we celebrate 25 incredible years, we want to take you on a journey through our milestones - moments that have shaped who we are today. From navigating industry shifts to embracing cutting-edge technology, this blog will share the highlights of our story and the lessons we've learned along the way.

Join us as we reflect on past highlights:

1999

Translated for Pope John Paul II during his visit to St. Louis.

2000

German Language Communications was renamed to AAA Translation.
Started translating sports related books for Meyer & Meyer Sports Germany – and we continue to do so. Books include learning & training sports such as soccer, football, baseball, skiing, running, yoga, Krav Maga, shooting, fencing, horseback riding, swimming, volleyball, hockey, Pilates, cross-country skiing.

2003

AAA Translation provided multiple interpreters and technical equipment for an International Conference held at St. Louis Union Station. Vice President Cheney was in attendance, therefore the security was massive with sharpshooters all over the roof of Union Station.

2005

AAA Translation was incorporated.

2006

Susanne Evens, Founder & CEO of AAA Translation, becomes President of St. Louis – Stuttgart Sister Cities.
Susanne Evens joins the board of the World Trade Center St. Louis.
First AAA Translation ad in the Yellow Pages.

2007

Translated the RCGA (St. Louis Regional Chamber and Growth Association) Executive Summary into German.

2008

Accomplished a large scale project translating into Urdu, Khmer, Hindi, Italian, Tagalog, Bengali, Korean, Malay, Taiwanese, Cantonese, Bahasa, Mandarin Chinese.

2009

Susanne Evens is a featured speaker at the International Business Conference at the University of Missouri, St. Louis.

2010

St. Louis Stuttgart Sister Cities 50th anniversary – Stuttgart Mayor threw out 1st Pitch at St. Louis Cardinals game, the game was 20 innings long and took 6 hours 53 minutes.
Schlafly Brewery and Calwer Eck Stuttgart Brewery created an anniversary beer.

2011

Translated the Team Manual for the American Pool Players Association.

2012

Susanne Evens is a featured speaker at the Women in International Business, University of Missouri, St. Louis.
Confidential translations accomplished for the Vatican.

2015

AAA Translation is chosen as Arch Grants official translation and interpretation partner .

2016

Susanne Evens is featured in the St. Louis Business Journal.

2017

AAA Translation becomes the thirteenth St. Louis Mosaic Project Ambassador Company .
AAA Translation selected for a Grammy Nomination Audiobook Project .

2020

AAA Translation Contributes to Healthcare Equity During Pandemic .
St. Louis – Stuttgart Sister Cities Marks 60th Year Since Its First Partnership In Germany.

2021

Susanne Evens is featured in Authority Magazine as Living Proof of the American Dream .

2021

Susanne Evens is an expert contributor to Welcome to the U.S.A. – You’re Hired by Betsy Cohen.

2024

Susanne Evens featured on Audacy Podcast .
Susanne Evens featured as a woman leader in Small Business Magazine .

Partner with AAA Translation

As we commemorate 25 years of bridging languages and cultures, we look forward to the future with the same passion and dedication that brought us here. AAA Translation remains committed to empowering businesses, fostering global connections, and breaking down communication barriers with excellence and innovation. Thank you to our clients, partners, and team members who have been part of this incredible journey; here’s to the next 25 years of culture and connection - no matter the language.

When Words Go Wrong: Notable Translation & Localization Errors of 2025

Wed, 05 Nov 2025 18:29:56 GMT

Words move faster than ever, and in a world with an increasing need for reliable translation, sometimes words crash - spectacularly.

Despite the rise of AI and machine translation tools, 2025 proved once again that language still demands a human touch.

Here are some of the year’s most notable translation and localization misfires, and why they remind us that professional translators remain essential to global communication.

Legal AI Lost in Translation

A multinational firm relied solely on AI to translate its legal contracts into German. The result? Missing key legal phrasing that changed the meaning of clauses, leading to contract breaches and costly court battles.

Lesson: Legal language is precise. Even one mistranslated phrase can shift liability and land a company in litigation.

From “Eligible” to “Obligated”

A US health department’s Spanish translation of “eligible for vaccine” became “obligated to get the vaccine,” sparking public confusion and backlash.

Lesson: In healthcare, clarity saves more than reputations - it can save lives.

“Child of Cow” and Other Menu Mishaps

A hotel chain in Japan used machine translation for its English menus, serving up items like “Child of Cow” instead of “Veal” and “Piglet Flesh Soup.” Tourists were horrified.

Lesson: Cultural context and culinary nuance are not optional. They’re the difference between appetite and alarm.

Lost in (Tourist) Translation

A tourism app in France mistranslated “attractions touristiques” as “distractions,” leaving English-speaking visitors baffled and social media amused.

Lesson: The smallest linguistic slip can turn marketing gold into meme fodder.

“Return Freely” Policy Backfires

A South Korean e-commerce site translated “Free Returns” as “Return Freely (No Approval Needed).” Customers took it literally, causing a wave of fraudulent returns and a total policy overhaul.

Lesson: Clarity in commerce equals trust, and fewer chargebacks.

Luxury Brand, Lost Promise

A German automaker’s new Arabic slogan was meant to inspire confidence: “It will never let you down.” Unfortunately, it hit the market as “It will abandon you.”

Lesson: Even prestigious brands can’t afford poor localization. Translation errors can tank a reputation faster than a test drive gone wrong.

Gaming Gone Wrong in Brazil

A Chinese gaming company launched in Brazil using a mix of European Portuguese and AI-generated slang. Players found the language confusing and insulting. The result was poor reviews and plummeting sales.

Lesson: Localization isn’t just about translation. It’s about understanding people.

K-Pop Subtitles Hit the Wrong Note

A global streaming platform mistranslated the lyrics of a top K-pop group, turning poetic phrases into awkward or offensive lines. Fans noticed instantly, prompting public apologies.

Lesson: In global entertainment, accuracy meets artistry, and fans always spot the fake notes.

Dangerous Healthcare Mistranslation

A hospital in Canada used auto-translation for Punjabi aftercare instructions. “One pill daily” became “one pill when pain starts,” leading to misuse and potential medical risk.

Lesson: Human-reviewed medical translation is a matter of patient safety, not convenience.

Refugee Aid Lost in Translation

NGOs supporting Ukrainian refugees in Poland engaged the use of free online tools for urgent materials. Phrases like “emergency shelter” were mistranslated as “prison camp,” spreading unnecessary fear among families in crisis.

Lesson: In humanitarian work, words carry the weight of hope, and mistranslations can break trust instantly.

Partner with Translation

At AAA Translation, we know that one mistranslated word can change everything, from a customer’s trust to a company’s bottom line. That’s why our translators, interpreters, and localization experts do more than convert language; they protect meaning, intent, and reputation.

Whether you’re translating legal contracts, marketing campaigns, medical materials, or digital content, we help you avoid costly errors and communicate with confidence. Accuracy isn’t optional when the world is listening. Let us help you be heard, exactly as you wish to be heard, in any language.

What CVBs (Convention and Visitors Bureaus) and Event Organizers Need to Know When Preparing for Large-Scale Conferences

Tue, 07 Oct 2025 17:03:03 GMT

Hosting a large convention is as much about logistics as it is about programming. From airport runways to keynote stages, every detail matters. Below is a checklist of ideas for meeting planners that can mean the difference between a chaotic experience and a world-class event.

Flight Logistics and Airport Collaboration

Early planning and communication: Work with airlines and airports early to align capacity with demand. This includes coordinating with airport operations teams and offering attendees clear guidance on travel, timing, and contingency plans.
Airline lift and flight capacity: Understanding available flight volume to the host city is essential. Airlines can add routes or increase seat availability if given a 90 - 120 day lead time.
Airline partnerships: Just as you negotiate room blocks, negotiate with carriers for bulk rates, group upgrades, and even additional lift.
Joint ventures and international alliances: For international conventions, leveraging airline alliances can dramatically increase flight options.
Cost and value adds: Ask about bundled services like lounge access, baggage waivers, and loyalty perks to improve attendee experience and reduce costs.

Airport Demand and Traffic Flow

Slot management: Collaborate with airport leadership to anticipate high-volume arrival windows and manage runway and gate usage.
Forecasting demand: Use registration data and analytics to anticipate arrival spikes. This supports everything from baggage claim staffing to shuttle scheduling.
Consider secondary airports: Redirecting even 10 - 15% of attendees to nearby airports can significantly reduce congestion.
Enhance ground connectivity: Invest in reliable rail, bus, and shuttle service to move attendees smoothly from airports to city centers.

Ground Transportation and Venue Logistics

Work with experienced vendors: Transportation management firms can handle everything from driver staffing to DOT permits.
Centralized pickup locations: Designating hubs at top hotels keeps things organized and reduces chaos.
Staggered arrivals and route planning: Schedule staggered arrivals to prevent bottlenecks.
Venue coordination: Partner with venue security and operations teams to streamline traffic flow at drop-off zones, entrances, and exits.

Conference Interpreting – Best Practices

For international events, conference interpreting is more than a courtesy - it’s essential. Highly trained interpreters, supported by specialized booths and technicians, transform a multilingual gathering into a truly global experience.

For Interpreters

Professional interpreters are linguists trained to perform under pressure, balancing speed, nuance, and cultural sensitivity. Their work includes:

Prepare in Advance: Reviewing agendas, scripts, and technical vocabulary weeks ahead of time.
Know the Subject Matter: Studying industry acronyms, jargon, and branded terms to ensure consistency.
Test Equipment Early: Checking microphones, headsets, and booth conditions before attendees arrive.
Work in Pairs: Rotating every 20 - 30 minutes in simultaneous interpreting to avoid fatigue.
Use Clear, Neutral Delivery: Preserving the speaker’s intent, tone, and emphasis without distortion.
Take Organized Notes: Using shorthand for names, numbers, and details in consecutive sessions.
Stay Professional: Arriving early, dressing appropriately, and keeping content confidential.
Manage Pace and Breath: Staying aligned with the speaker’s rhythm for maximum clarity.

For Event Organizers

Organizers provide the conditions for interpreting success by planning ahead and coordinating with technical teams:

Hire Interpreters in Advance: At least 4 weeks prior to the event in order for them to be properly prepared.
Provide Materials in Advance: Share presentations, bios, and terminology lists early. Interpreter preparation and study time is necessary and included in the fee structure.
Arrange Proper Equipment:
Soundproof Booths - Positioned with a clear view of the stage and slides.
Interpreter Consoles - Allow interpreters to manage multiple language channels.
Headsets & Receivers - Wireless systems attendees can tune into.
Backup Systems - Extra headsets, batteries, and channels for redundancy.
Brief Speakers: Encourage them to speak clearly, at a steady pace, and share scripts when possible.
Schedule Interpreter Breaks: Build in rotations and downtime to preserve quality.
Ensure Good Visibility: Position booths so interpreters can see presenters and slides.
Allow Pre-Event Coordination: Give interpreters time to meet speakers, clarify terminology, and test gear.

For Technicians

Behind the booth, technicians are the unsung heroes of conference interpreting:

Setup and Calibration: Assembling booths, distributing receivers, and configuring audio channels.
Live Monitoring: Ensuring volume, clarity, and channel feeds remain stable throughout sessions.
Troubleshooting: Quickly fixing headset or microphone issues to minimize disruption.
Post-Event Support: Dismantling, testing, and preparing systems for future use.

Together, interpreters, organizers, and technicians create the invisible infrastructure that keeps international conferences flowing seamlessly.

Interpreters in Action: Before, During, and After the Event

Arrival: Helping international attendees navigate airports, lost baggage, or shuttle directions.
Check-in and registration: Explaining credentials, schedules, or last-minute changes in real time.
Sessions and workshops: Delivering simultaneous interpretation so no one misses a message.
Departure and troubleshooting: Assisting with missed flights, delays, or unfamiliar procedures.

Partner with AAA Translation

For large-scale events, it takes a village - the whole village. At AAA Translation, we partner directly with CVBs and event organizers to deliver flawless multilingual experiences.

Event-Ready: Our interpreters thrive in fast-paced, high-pressure environments, from airports to registration desks, keynote stages, and breakout sessions.
Culturally Fluent: We go beyond words to capture tone, emotion, and nuance, ensuring every guest feels seen, respected, and understood.
Experience-Enhancing: From calming chaos to solving travel hiccups, our interpreters elevate satisfaction at every touchpoint.

Successful conferences aren’t just well-run, they’re well-received. Partner with AAA Translation to ensure your event speaks everyone’s language, from arrival to departure, no matter the language.

Bridging Worlds: AAA Translation Supports Global Gathering of Seventh-day Adventists

Wed, 03 Sep 2025 20:55:34 GMT

When Explore St. Louis required expert, compassionate, and culturally fluent interpreters for a massive international event, they turned to AAA Translation. We were proud to provide on-site interpreting services for the General Conference of Seventh-day Adventists , an event that attracted forty thousand visitors from around the world to St. Louis.

Seven Languages, One Seamless Experience

Our interpreters delivered real-time interpretation in Chinese, French, German, Japanese, Portuguese, Russian, and Spanish , ensuring attendees from across the globe could engage fully, whether attending sessions at America’s Center or navigating the bustling corridors of Lambert International Airport.

Interpreting goes beyond words. Our team captured tone, body language, and cultural nuance, creating a genuine sense of welcome for every guest.

“I was so impressed with their professionalism, their abilities, and the personal connections they made with so many of the convention attendees. They made a big difference at the Airport and America’s Center.”

~ Explore St. Louis

When Words Matter Most

The human impact of interpretation became clear in moments when travel-related issues arose. Our Spanish interpreter shared two unforgettable experiences:

Upon Arrival: A woman from the Seventh-day Adventist group lost her luggage, a stressful start to any trip! Our interpreter assisted her in filing the report and even coordinated with the airport chaplain. What followed was an extraordinary act of community outreach, local Catholic colleagues brought clothing for the entire family. Compassion transcended language that day.
Departure Day Challenges: When a couple from Mexico missed their flight due to long lines , our interpreter assisted them in rebooking their travel, securing a discounted hotel stay, and ensuring they arrived at their shuttle, all while offering calm, reassuring support. The couple was so moved that they offered prayers in gratitude.

These stories highlight what makes on-site interpretation invaluable . It’s the ability to respond in the moment with empathy, clarity, and cultural competence.

Partner with AAA Translation

Events like these remind us that language access isn’t just a service; it is a vital aspect that enhances experiences and connects individuals on a deeper level. Our interpreters do more than just facilitate communication; they enhance the reputation of the host city, help guests feel seen and supported, and contribute to the success of a global event.

Our interpreters are

Responsive in Real-Time: They navigate urgent, fast-moving situations with clarity and a calm demeanor.
Culturally Attuned: From gestures to tone, they recognize the unspoken elements of communication.
People-Centered: Whether offering comfort, coordinating logistics, or bridging misunderstandings, our interpreters lead with empathy and professionalism.

We ensure that conversations are not only understood, but truly felt, no matter the language.

Transcreation is Powering the Next Wave of Brand Expansion

Tue, 05 Aug 2025 15:13:30 GMT

The internet has made it easier than ever to reach customers across the globe. The new, very real challenge is reaching them effectively.

To thrive in international markets, it takes more than translating a few taglines. It takes a deep understanding of language, culture, and context. That’s why a growing number of companies are turning to transcreation, which is the art of adapting messages to resonate emotionally, culturally, and linguistically with diverse audiences worldwide.

From Word-for-Word to World-Ready

Standard translation has long been a staple of international business. But when it comes to marketing, customer engagement, and brand storytelling, literal translations often fall short. What sounds catchy in one language may sound awkward, or even inappropriate, in another.

Transcreation is the solution. It blends translation with creative strategy to retain intent, tone, and brand identity, while adapting language and cultural references for local impact. With transcreation, companies go beyond translation to present messaging that makes an impact in every language.

The Global Growth Push

Brands invest in transcreation because more customers come from outside traditional markets. Some of the biggest drivers include

E-commerce Expansion : Selling globally is easier than ever, but converting browsers into buyers requires trust, which starts with language that feels native.
Digital-First Business Models : SaaS platforms, online education, and virtual healthcare tools are gaining traction in multiple countries simultaneously, requiring cross-cultural clarity.
Social Media’s Borderless Influence : Brands today are global by default. Viral content often reaches audiences far beyond a single language or region, and does so quickly.

The High Cost of Mistranslation

A mistranslated slogan or an unclear product description doesn’t just confuse; it can undermine credibility and cost sales. Worse, it may signal a lack of respect or understanding for the local audience.

Transcreation helps brands avoid such pitfalls by creating locally relevant, emotionally intelligent content that aligns with audience expectations while staying true to the brand’s core.

Partner with AAA Translation

At AAA Translation, we specialize in helping companies successfully navigate the complexities of global communication. Our approach goes far beyond basic translation. We work closely with your team to deliver multilingual solutions that are

Industry-Specific : Our linguists are experts in your sector’s terminology and context.
Culturally Aligned : We consider tone, idioms, values, and cultural nuances.
Strategically Supported : We help with global-ready content for websites, marketing, legal, and technical communications.

Reaching a global audience starts with one simple truth: People respond to messages that feel like they were tailor-made for them . Transcreation ensures that it happens everywhere your business goes. Partner with us to ensure your message is conveyed accurately, securely, and professionally, no matter the language.

Weather Translation Injustice: Language Shouldn’t Be a Life-or-Death Barrier

Mon, 07 Jul 2025 16:50:45 GMT

When disaster strikes, every second counts - and every word matters.

From hurricanes and wildfires to winter storms and heatwaves, weather emergencies demand rapid response. But for millions of people in the United States who don’t speak English fluently, life-saving weather alerts have at times been lost in translation - or never translated at all.

The National Weather Service (NWS) suspended its multilingual weather alert translations for approximately three weeks in April 2025. This pause began after the expiration of its contract with an AI-based translation provider that had been supplying translations in languages such as Spanish, Chinese, Vietnamese, French, and Samoan since late 2023. The service was reinstated by the end of April 2025, following the renewal of the contract .

The temporary halt raised significant concerns among experts and community leaders, who warned that the absence of translated alerts could endanger non-English-speaking populations during severe weather events. The reinstatement of the service was seen as a critical step toward ensuring equitable access to life-saving information for the nearly 68 million U.S. residents who speak a language other than English at home.

This “pause” in weather translation injustice was a failure to deliver timely, accurate weather warnings to Limited English Proficient (LEP) communities.

Overlooked Voices

Non-English-speaking communities are at risk when there is a lack of accessible alerts and emergency information concerning weather-related dangers, forced to rely on social media hearsay or delayed translations. When multilingual weather alerts were cut , increased costs and logistical challenges were imposed upon vulnerable communities.

Weather translation services being reinstated is a huge step forward for equity and emergency preparedness.

The Impact of Reinstating Multilingual Alerts

The return of multilingual weather alerts signals more than a policy change. It’s a public acknowledgment that language access is a matter of justice .

At this time, weather services across the U.S. are working to

Provide real-time alerts in multiple languages, including Spanish, Chinese, Vietnamese, and more.
Collaborate with community organizations to build trust and ensure clarity.
Use human translators and cultural consultants instead of relying solely on AI tools.
Distribute emergency preparedness materials that are clear, accurate, and culturally relevant.

These actions don’t just save lives; they empower entire communities to protect themselves.

What’s Next: Accountability and Action

The reinstatement of weather translation services is a major win, but the work isn’t over.

Now is the time to hold agencies accountable, invest in long-term multilingual infrastructure, and ensure no one is left out of life-saving communication again.

Because while the storm may be the same, the risk is not equally shared unless we make it so.

Partner with AAA Translation

Translation companies like AAA Translation are part of the emergency ecosystem. Language service providers play a key role in closing the communication gap. At AAA Translation, we’re proud to support companies and agencies seeking

Multilingual readiness tools for emergency management
Language-inclusive protocols
Real-time translation for evacuation orders, shelter information, and emergency updates
Community education campaigns that build resilience before disaster hits

We believe translation is about more than words. It’s about dignity, safety, and inclusion.

Partner with us to ensure your important emergency messaging is conveyed to all accurately, securely, and professionally.

The Future of AI Translations: Balancing Innovation with Accuracy

Wed, 04 Jun 2025 18:23:08 GMT

As artificial intelligence continues to evolve, businesses increasingly turn to AI-powered translation tools to bridge language barriers. While Google Translate remains a popular option, the future of AI translations is much broader, with advancements promising greater efficiency and accuracy. However, despite these improvements, AI translations still present risks that businesses must consider. Professional translation services remain essential for business communication.

Confidentiality Concerns in AI Translation

One of the biggest challenges with AI-driven translation tools is data security. Businesses must be cautious about where their sensitive information is processed. Many free or cloud-based AI tools store data to refine their algorithms, raising concerns about confidentiality and compliance.

Why Go Pro: Professional translation services implement strict security protocols, ensuring that sensitive business data is handled securely. With encryption, non-disclosure agreements, and human oversight, professional translators provide a level of confidentiality that AI tools cannot yet guarantee.

AI Accuracy vs. Business Needs

AI translations are improving, but accuracy remains a major concern, especially in industries requiring precise language, such as legal, medical, and technical fields. AI models struggle with context, cultural nuances, and idiomatic expressions, leading to translations that may be technically correct but miss the intended meaning.

Why Go Pro: Human translators bring contextual understanding and industry expertise that AI lacks. Professional translation services ensure that documents, contracts, and marketing materials convey the right message without errors that could lead to miscommunication or legal issues.

The Role of Human Expertise in AI-Assisted Translation

AI tools like Google Translate, DeepL, and Microsoft Translator are increasingly using machine learning to improve their output. While these technologies are impressive, they still require human oversight to correct errors and adapt translations for specific audiences.

Why Go Pro: Many professional translation services now use AI-assisted workflows, combining the speed of AI with human expertise. This hybrid approach ensures efficiency while maintaining accuracy, cultural sensitivity, and brand consistency.

Formatting and Business Presentation Challenges

Business translations often require more than just words, they need to maintain formatting, branding, and layout consistency. AI translation tools do not preserve document structures, leading to additional time-consuming revisions.

Why Go Pro: Professional translation services provide ready-to-use documents with original formatting intact, saving businesses time and effort in post-translation adjustments.

The Future: AI as a Tool, Not a Replacement

The future of AI translations is bright, with advancements in neural machine translation (NMT), real-time voice interpretation, and AI-powered localization. However, AI will not replace human translators—it will serve as a tool to enhance their efficiency.

Why Go Pro: Businesses that integrate AI-assisted translation with human expertise will achieve the best results. A professional translation partner ensures that AI is used effectively while maintaining the accuracy, confidentiality, and cultural nuance that only human linguists can provide.

Partner with AAA Translation

At AAA Translation, we leverage both cutting-edge AI tools and expert human translators to deliver precise, culturally relevant translations.

We understand the appeal of AI translation services - quick, cost-effective, and increasingly sophisticated. However, even the best AI tools can struggle with nuance, industry-specific terminology, and cultural context, leading to errors that may impact clarity and professionalism. That’s where we come in. Our expert linguists can meet you halfway by providing thorough proofreading and refinement of your AI-translated documents, ensuring accuracy, consistency, and a natural flow that truly resonates with your audience. This hybrid approach allows you to leverage AI’s efficiency while maintaining the quality and precision that only human expertise can provide.

While AI translation is evolving, human expertise remains critical for business communication. Partner with us to ensure your message is conveyed accurately, securely, and professionally, no matter the language.

The Vatican: A Multilingual Epicenter of Faith and Diplomacy

Fri, 09 May 2025 18:21:50 GMT

Since 2012, AAA Translation has been truly honored to provide translation services for The Vatican.

Multilingualism allows The Vatican to engage effectively in international relations, issue statements, and respond to global events in various languages.

The Vatican, the world’s smallest independent city-state, is not only the spiritual center for over a billion Catholics but also a hub of linguistic diversity.

Despite its diminutive size—just 44 hectares—the Vatican plays a significant global role, requiring a multilingual approach to its communications, publications, and diplomacy.

Languages in Vatican Publications

The Vatican publishes in numerous foreign languages to reach its global audience. The official newspaper, L'Osservatore Romano, is published in several editions, including:

Italian (the daily edition)
English
French
Spanish
German
Portuguese
Polish
Malayalam (for the Indian Catholic community)

In addition, various official documents, such as papal encyclicals, apostolic exhortations, and catechisms, are translated into dozens of other languages depending on the significance and intended reach of the content. For example, major Church documents may be published in over 30 languages , covering Latin America, Africa, Asia, and Europe.

The Vatican also maintains a Latin version of key documents and liturgical texts, as Latin remains the Church’s official language.

Languages Spoken by Pope Leo XIV

Pope Leo XIV speaks English, Spanish, French, Italian and Portuguese, and can read Latin and German, according to the National Catholic Reporter .

Why Language Matters in the Vatican

The Vatican’s commitment to linguistic diversity is not just about communication; it's also symbolic of the Church’s universality. Efforts to translate papal messages and theological texts into many languages underscore the Vatican's desire to reach all faithful, regardless of geography or native language.

Moreover, Vatican Radio and the Vatican News portal broadcast and publish content in over 40 languages , including Swahili, Chinese, Arabic, and Tagalog. This extensive multilingual media presence ensures that the Pope’s voice and the Church’s teachings resonate in even the most remote corners of the world.

Learning foreign languages empowers us to connect with the world, embrace diverse cultures, and unlock endless possibilities beyond borders.

Celebrating 25 Years in Business: A Journey from Immigrant to Global Success

Thu, 01 May 2025 03:36:07 GMT

This year marks a significant milestone - 25 years in business. It’s a moment to reflect on the journey, the challenges, the triumphs, and the countless lessons learned along the way. What started as a dream - filled with uncertainty and risk - has grown into a thriving global enterprise.

Starting from Scratch

Like many immigrants, I arrived in a new country with hope, ambition, and very little else. I didn’t know anyone. There was no safety net, no established network, and no clear roadmap. What I did have was an unwavering belief in my vision and the determination to succeed.

The early years were filled with long hours, late nights, and moments of doubt. But each challenge became a stepping stone. I learned to navigate the business landscape, build meaningful relationships, and - most importantly - create something of value.

Growing Organically

In a world where rapid expansion and overnight success stories dominate headlines, my business took a different path - one of organic growth. No shortcuts, no major investments - just steady progress fueled by passion, persistence, and a commitment to excellence.

Every client, every partnership, and every opportunity were earned through trust and hard work. Over time, those small wins added up to something much bigger—a reputation for quality, integrity, and innovation that transcends borders.

A Global Presence

What began as a solo endeavor has now become a global business, serving clients and customers across multiple continents. The journey from a single office to an international presence has been humbling. The impact of our work, the jobs created, and the lives touched along the way make all the struggles worthwhile.

I am deeply grateful to the incredible team, partners, and mentors who have played a role in this success. No one builds a business alone, and I am fortunate to have had the support of so many along the way.

Lessons Learned

Reflecting on 25 years, a few key lessons stand out:

Resilience is everything – The road to success is never smooth. Challenges will come, but perseverance is what separates success from failure.
Build relationships, not just transactions – Genuine connections and trust will always be the foundation of a sustainable business.
Never stop learning – Adaptability and a willingness to grow are essential for longevity in any industry.
Give back – Success is even more meaningful when you lift others up along the way. Mentorship and community impact have become core to my mission.

Looking Ahead

As I celebrate this milestone, I am filled with excitement for the future. The world is changing, and with it, new opportunities are arising. The next chapter will be about innovation and continuing to create value on a global scale.

To those just starting out: know that success is possible. It may not come overnight, and it won’t always be easy—but with hard work, resilience, and a commitment to your vision, you can build something truly remarkable.

Thank you to everyone who has been part of this journey. Here’s to the next 25 years!

Accurate Translation of Pet Food Labels Matters: Global Examples

Mon, 07 Apr 2025 18:19:14 GMT

The pet food industry is a multi-billion-dollar global market, with brands expanding into diverse regions to reach pet owners worldwide. Consequently, language barriers and cultural differences can create significant challenges when translating pet food labels. A small mistranslation can lead to regulatory issues, consumer confusion, and even pet health risks. Professional translation and localization are essential across global markets for a number of important reasons:

Pet Safety - Clearly Understanding Ingredients: Directly translating ingredients without consideration for terms used in each culture could lead to damaging misunderstandings. For example, in the United States, "chicken meal" is a common ingredient in pet food, referring to rendered chicken meat and bone. However, a direct translation into French as "repas de poulet" could mislead French consumers into thinking it refers to a prepared meal rather than a pet food ingredient.
Regulatory Compliance - Meeting Different Standards Worldwide: Each country enforces distinct labeling laws for pet food. In the European Union, labels must comply with FEDIAF (European Pet Food Industry Federation) guidelines, requiring clear declarations of additives, vitamins, and mineral content. In contrast, Japan’s pet food regulations emphasize detailed nutritional breakdowns, meaning a direct translation from English could lead to non-compliance. A UK-based pet food company entering the Japanese market must ensure its labels adhere to local requirements or risk product recalls and legal penalties.
Cultural Differences in Pet Care - Building Consumer Trust: Cultural attitudes toward pet care vary by region. In Germany, many pet owners prefer organic, natural, and holistic pet food options. A brand marketing "all-natural" pet food in Germany needs to be cautious with its translations, as certain terms like "organic" ("biologisch") are strictly regulated. In Brazil, pet food advertisements often highlight high-protein content, as local consumers prioritize muscle-building nutrients for their pets. Translating marketing materials without cultural adaptation could result in messaging that does not resonate with local buyers.

Avoiding Ethical and Legal Risks: A Hypothetical Translation Error

Imagine a pet food company expanding into South Korea and translating "beef and vegetable mix" directly into Korean without localization. Due to linguistic nuances, the phrase could be misinterpreted as "beef with mixed vegetables for humans," misleading consumers into thinking the product is suitable for human consumption. This could lead to regulatory pushback, consumer complaints, and potential legal action. This example underscores the necessity of professional translation services to ensure clarity, accuracy, and cultural relevance in pet food labeling.

Enhancing Market Success: Adapting to Local Preferences

Localization extends beyond words—it includes imagery, colors, and even packaging formats. In Mexico, pet food brands often highlight flavors like "carne asada" (grilled meat) or "pollo rostizado" (roast chicken) to appeal to local tastes. In contrast, Scandinavian countries prioritize sustainability; labels emphasizing eco-friendly packaging and ethically sourced ingredients perform better. Adapting labels and marketing strategies to fit these cultural nuances ensures a stronger market presence and increased consumer loyalty.

Partner with AAA Translation

At AAA Translation, we understand that the proper translation and localization of pet food labels are critical for pet safety, regulatory compliance, and consumer trust. The pet industry’s global reach means that brands must carefully consider linguistic, cultural, and regulatory factors when expanding into new markets.

Investing in expert translation services ensures accurate messaging, legal compliance, and a competitive edge in diverse regions. Brands that prioritize professional localization will not only avoid costly mistakes but also foster stronger relationships with pet owners worldwide - no matter the language.

Our clients say it best:

“Everything was great, thank you so much! Our group loved your Spanish interpreter, and she was a lifesaver!

Thanks again for your last minute help”

~ Happy AAA Translation Client

Translating Knowledge for the Next Generation

Mon, 03 Mar 2025 23:48:15 GMT

Education is the foundation for nurturing curiosity and inspiring the next generation of scientists, researchers, and innovators. AAA Translation takes immense pride in making scientific knowledge accessible to children worldwide, ensuring that language is never a barrier to understanding.

Our team’s approach was to combine linguistic precision with a collaborative spirit. We focused on three key elements to bring the project to completion with the highest level of quality.

Specialized Expertise : Life sciences demand a high level of subject matter knowledge. Our translators are not just language experts; they are familiar with scientific terminology and possess the necessary skills to make complex concepts understandable and accessible.
Cultural Sensitivity : Words have different connotations in different cultures. We ensured that each translation was culturally appropriate, avoiding misunderstandings and ensuring the material would be relatable to the young audience.
Client-Centered Collaboration : We went the extra mile by learning a new software tool to facilitate our work with this client’s full team, ensuring seamless communication and collaboration throughout the project.

The impact of translating educational materials into multiple languages extends far beyond words. It opens doors for children worldwide to explore the wonders of science, sparking curiosity and enabling them to dream big. By ensuring these materials are accessible in their native languages, we help to create a more inclusive and educated global community.

We are excited to partner with MilliporeSigma, a company that is dedicated to life science and giving back to the communities in which its employees live and work.

Our client’s words speak volumes about the impact of our partnership:

“Working with AAA Translation has been an amazing experience. They have expert translators and employees, who present a high level of work ethic and engagement. Susanne Evens’ leadership and her willingness to accommodate client requests, in our case learning a new software tool to be able to collaborate as a team, is something you strive for in a new translation/localization partner. Our projects are translated/localized into 10 languages which is a huge undertaking, but not a problem for AAA Translation. I am honored to work with such a professional company, and I am excited to see how we will collaborate together in the future.”

Partner with AAA Translation

At AAA Translation, we believe in breaking down linguistic barriers to connect people with knowledge. Whether you’re in the life sciences or any other industry, our team is ready to help you share your message with the world. We can bring your vision to life—one language at a time.

Website Localization: Key Benefits and Strategies

Fri, 07 Feb 2025 17:50:07 GMT

A business’s website often serves as the initial point of contact for customers, partners, and travelers across the globe. A well-localized website can effectively bridge the gap between an organization and international markets, while an inadequately localized one risks alienating potential audiences.

Why Localization Is Essential

In a November 2020 Report Can’t Read, Won’t Buy – B2C , researchers surveyed 8,709 consumers in 29 countries to analyze their preferences for a customer experience in their mother tongue versus a foreign language such as English. Their findings highlight the importance of localization:

65% prefer content in their own language, even if it’s poor quality.
67% tolerate mixed languages on a website.
73% want product reviews in their language, if nothing else.
66% use online machine translation.
40% will not buy in other languages.

These statistics underscore the importance of offering content that resonates linguistically and culturally with diverse audiences. Localization is not merely an operational enhancement; it is a strategic investment in growth.

A website tailored to reflect cultural preferences instills trust and fosters stronger connections with international audiences. Proper localization ensures that messaging aligns with the values and expectations of diverse visitors.

AAA Translation client, Explore St. Louis , is an excellent example of how localization can transform global engagement. Their Chief Marketing Officer shared the following:

"AAA Translation did a great job translating our website. They were so easy to work with, and they helped us understand how to make our site easier for foreign audiences to use. Now it’s available in six languages, and we can help even more people find and explore our beautiful city!"

This testimonial highlights the impact of professional localization services - not just by making websites accessible but by creating meaningful experiences that resonate with audiences from around the world.

Strategies for Creating a User-Friendly Localized Website:

Analyzing Website Traffic
Website analytics can reveal the geographic locations of visitors, providing insights into which languages are most relevant for translation efforts. Prioritizing these languages allows businesses to focus resources efficiently.

Designing for Multilingual Needs
Technical considerations are crucial when preparing a site for localization. For example, some languages, such as Arabic and Hebrew, read right-to-left, necessitating design adjustments. Others, including Chinese and Japanese, require additional vertical space to accommodate complex characters. Beginning the website design with the necessary flexibility will simplify future localization efforts.
Placing Language Links for Accessibility. To ensure ease of use, embed language selection links in a prominent and consistent location, such as the top-right corner of the landing page or website header. This placement makes them easily visible and accessible for users, regardless of their familiarity with the site.
Adapting Beyond Language. Localization extends beyond translation to include cultural adaptation. Key adjustments include
using culturally appropriate imagery and color schemes;
formatting dates, currencies, and time zones according to local conventions; and
modifying tone and formality to align with regional norms.
Including Promotional Content. Marketing materials, such as promotional banners and seasonal campaigns, should also be localized to engage international audiences effectively.
Ensuring Accuracy and Sensitivity. Poorly translated or culturally inappropriate content can harm a brand’s reputation. Collaborating with professional linguists who possess cultural expertise minimizes the risk of errors and ensures content resonates with the intended audience.

Why Partner with AAA Translation?

Effective localization requires a combination of linguistic skill, cultural knowledge, and technical expertise. AAA Translation ensures that websites and other business documents deliver seamless, culturally relevant experiences for a global audience.

By investing in localization, businesses can expand their reach, foster trust, and establish stronger connections with diverse markets. It is a critical step toward achieving long-term global success. Whatever the challenge, AAA Translation is here to help share your vision with the world - one language at a time.

How Language Translation and Localization Services Can Help the Food Industry Thrive

Tue, 28 Jan 2025 05:28:07 GMT

“We love working with AAA Translation – the Spanish translations of our publications are completed in an accurate, timely manner and are well received by our customers!”

~Nutrition Matters

The food industry is no stranger to challenges - supply chain disruptions, labor shortages, and the complexities of global operations are just a few of the hurdles. Clear and effective communication is critical to navigating these uncertainties and maintaining growth.

For food businesses expanding into international markets or managing diverse workforces, professional language services offer indispensable solutions. Here’s why investing in translation/localization can help a food business prepare for and thrive amid all the uncertainties.

Challenge: Properly localized food nutrition labels

Localized food nutrition labels are vital for clear, accurate, and culturally relevant dietary information. They ensure compliance with local regulations, prevent misinterpretation of allergens and serving sizes, and build trust through cultural sensitivity, enhancing consumer safety and loyalty.

Solution: Work with professional translation and localization experts to create accurate, compliant labels tailored to local markets. Use quality assurance measures like native speaker reviews and regulatory checks to ensure precision. High-quality localized labels foster trust, promote safety, and position brands as inclusive and culturally aware, driving loyalty and market growth.*

Challenge: Fostering Inclusive and Productive Work Environments

In the food industry, a diverse workforce is the norm. Multilingual employees play a vital role in keeping operations running smoothly. Providing translated training materials, safety guidelines, and internal communications is key to building and maintaining an inclusive workplace.

Language translation services also support career development by delivering resources in employees’ native languages, empowering them to grow within the organization and increasing retention rates.

Solution: Partner with translation experts to create inclusive materials that empower workforces, regardless of their native language. Providing interpreting services to non-native employees during annual or monthly meetings ensures inclusivity, clear communication, and equal access to important information, fostering a more cohesive and equitable workplace.

Challenge: Dealing with Supply Chain Disruptions

Supply chain disruptions continue to affect the food industry, from sourcing ingredients to distributing finished products. Clear communication with international suppliers, manufacturers, and logistics partners is essential to prevent costly mistakes and delays.

Professional language services ensure that contracts, compliance documents, and shipping instructions are accurately conveyed across languages. This level of precision strengthens relationships with global partners and builds a more resilient supply chain.

Solution: Use professional language translation and localization services for critical supply chain documents to ensure clarity and compliance in every region that the company operates.

Challenge: Expanding Market Reach with Culturally Tailored Messaging

When expanding to new markets or introducing products internationally, success depends on more than just translating words. Understanding cultural nuances and local preferences is vital for creating a connection with the target audience.

From marketing campaigns to food labels, professional translation and localization ensure that brands resonate with diverse customers. By adapting the messaging to each market, a company can build trust and loyalty without compromising brand integrity.

Solution: Invest in culturally sensitive translations for marketing materials, product packaging, and menus to expand global presence and connect authentically with customers.

Why Partner with AAA Translation?

The food industry requires precision, adaptability, and cultural understanding. AAA Translation provides strategic services to help food businesses with clear messaging that is culturally relevant and impactful. Our clients say it best:

“AAA Translation has taken on several highly complex food-related marketing collateral and technical translations crossing several languages – from German and English into English, Spanish, and Brazilian-Portuguese for the IFS Food Safety and Quality Standard. Their translations have been accurate and delivered on time, which meets our needs as one of the world’s largest Food Safety Standards. Their support has been world-class.” ~ IFS North America

Whatever the challenge, we’re here to help share your vision with the world—one language at a time.

*The Canadian Consumer Packaging and Labeling Act requires that all labels be bilingual in English and French, and that the following information appear on the package/label of consumer goods sold in Canada:

Product Identity Declaration: describes a product’s common or generic name, or its function. The declaration must be in both English and French.

Unique Summer Vacation Customs Around the World

Wed, 19 Jun 2024 08:58:20 GMT

Summer vacations are often associated with beach holidays and road trips, but there are countless unique ways to enjoy this season around the globe. Each culture brings its own flavor to summer, creating memorable experiences that go beyond the typical. Take a journey to discover some of the most unique summer vacation customs from various parts of the world.

1. Finland: Midnight Sun and Midsummer Festivals

In Finland, the summer solstice, known as Juhannus, is a major celebration. The phenomenon of the Midnight Sun, where the sun doesn’t set, provides endless daylight for festivities. Finns typically escape to their summer cottages by lakes, light bonfires, and enjoy sauna sessions. Juhannus is marked by a mix of relaxation and revelry, with traditional foods, folk dances, and time spent in nature.

2. Japan: Hanabi Taikai (Fireworks Festivals)

Japan's summer nights are lit up by spectacular fireworks festivals known as Hanabi Taikai. These events are deeply ingrained in Japanese culture, with some of the most famous festivals taking place in Tokyo, Osaka, and along riversides. Locals and tourists dress in traditional yukata (light summer kimono), enjoy street food from various stalls, and gather to watch the intricate and colorful fireworks displays.

3. Italy: Ferragosto

Ferragosto, celebrated on August 15th, is a national holiday in Italy with ancient roots dating back to Roman times. This holiday marks the peak of the summer vacation season. Italians often head to the beach, mountains, or countryside to escape the heat. Many businesses close for the day, and cities like Rome and Florence empty out as residents and tourists alike take part in feasts, fireworks, and outdoor activities.

4. Iceland: Camping and Exploring Under the Midnight Sun

In Iceland, the Midnight Sun provides almost 24 hours of daylight, allowing for endless exploration. Camping in lava fields, hiking on glaciers, and soaking in geothermal hot springs are popular summer activities. The long days make it possible to pack in many adventures without worrying about nightfall, creating a magical and unique vacation experience.

5. Sweden: Midsommar Celebrations

Sweden’s Midsommar is one of the most important holidays, celebrated around the summer solstice. Swedes gather with family and friends to raise and dance around the maypole, adorn themselves with flower crowns, and enjoy a traditional feast of pickled herring, new potatoes, and strawberries. It’s a time of joy, music, and connecting with nature, often spent in the countryside or by the water.

6. Peru: Inti Raymi (Festival of the Sun)

In Peru, the ancient Incan festival of Inti Raymi, celebrated on June 24th, marks the winter solstice in the Southern Hemisphere. The city of Cusco becomes a vibrant stage for reenactments, traditional music, and dance performances. Visitors from around the world join in this colorful celebration to honor the sun god, Inti. The event culminates at the historic Sacsayhuamán fortress with elaborate rituals and displays.

7. Mongolia: Naadam Festival

Mongolia’s Naadam Festival, held in July, is a centuries-old celebration featuring "the three manly games": wrestling, horse racing, and archery. This national holiday is a unique blend of sports competition and cultural festivities. Nomadic families from across the country gather to participate and celebrate, offering visitors a chance to experience Mongolian traditions, hospitality, and the vast beauty of the steppes.

8. India: Monsoon Magic in Kerala

While summer in India can be extremely hot, the monsoon season brings a refreshing change. In Kerala, the arrival of the monsoon transforms the landscape into a lush, green paradise. Travelers can enjoy houseboat rides through the backwaters, Ayurvedic treatments, and the festival of Onam, which features elaborate feasts, traditional boat races, and cultural performances, celebrating the harvest and the homecoming of the mythical King Mahabali.

9. Scotland: Highland Games

The Scottish Highland Games, held from spring to autumn, are a highlight of the summer. These games, rooted in Celtic tradition, feature unique events such as caber tossing, tug-of-war, and hammer throwing. Attending the Highland Games allows visitors to experience traditional Scottish sports, dance, and music amidst the stunning landscapes of the Scottish Highlands.

Conclusion

Summer vacation customs around the world offer a vibrant tapestry of cultural diversity and traditions. From the endless daylight of Iceland’s Midnight Sun to the colorful festivities of Peru’s Inti Raymi, these unique experiences provide a fresh perspective on how to enjoy the summer season. Exploring these customs not only enriches our understanding of different cultures but also adds unforgettable moments to our travel diaries. So, this summer, consider stepping off the beaten path to immerse yourself in one of these extraordinary traditions.

The Significance of Proper Localization: Navigating Pitfalls for Global Success

Wed, 15 May 2024 19:34:02 GMT

In an increasingly interconnected world, businesses aiming for global expansion must prioritize localization to resonate with diverse audiences. Localization, the process of adapting products or services to suit specific regions or cultures, is not merely a translation endeavor but a strategic goal. This white paper explores the importance of proper localization and identifies potential pitfalls to avoid in achieving effective global engagement.

Cultural Relevance:

Localization ensures cultural sensitivity by aligning content with local norms, values, and preferences. It transcends language barriers, resonating with audiences on a deeper level and fostering genuine connections. Neglecting cultural nuances can lead to misunderstandings, alienation, or even offense, hindering market entry and reputation.

Enhanced User Experience:

Properly localized products provide a seamless user experience tailored to regional expectations. From user interfaces to customer support, localized content enhances usability, increasing customer satisfaction and loyalty. Failure to adapt can result in frustration, diminished user adoption, and loss of competitive edge in global markets.

Market Access:

Effective localization facilitates market access by addressing unique market dynamics and consumer behaviors. It enables businesses to capitalize on local trends, preferences, and purchasing habits, thus gaining a competitive advantage. Without localized strategies, businesses risk being overshadowed by competitors who resonate more deeply with their target audiences.

Brand Perception:

Localization influences brand perception, shaping how a company is perceived in different markets. By demonstrating commitment to local communities through culturally relevant content, businesses build trust and credibility. Conversely, poor localization can damage brand reputation, eroding trust and hindering long-term growth prospects.

Legal and Regulatory Compliance:

Localization ensures compliance with local laws, regulations, and standards, mitigating legal risks and liabilities. From data privacy to product labeling, adherence to local requirements is essential for market entry and sustainability. Neglecting compliance can result in costly legal disputes, fines, or even market expulsion.

Pitfalls to Avoid in Localization:

Overreliance on Machine Translation:

Relying solely on machine translation without human oversight can lead to inaccuracies, awkward phrasing, and cultural insensitivity. While automation expedites the process, human linguists and cultural experts are indispensable for ensuring quality and context accuracy.

Ignoring Cultural Nuances:

Failing to understand and incorporate cultural nuances can result in misinterpretation or offense. Colors, symbols, gestures, and humor vary widely across cultures and must be carefully considered in localization efforts to avoid unintended consequences.

Inconsistent Brand Voice:

Inconsistent brand voice across regions can dilute brand identity and confuse consumers. Maintaining a cohesive brand narrative while adapting to local contexts requires strategic planning and coordination to ensure brand integrity.

Underestimating Technical Challenges:

Technical challenges, such as software compatibility, encoding issues, and platform limitations, can impede effective localization efforts. Thorough testing and collaboration between localization teams and technical experts are essential to overcome these obstacles.

Conclusion:

Proper localization is imperative for global success, enabling businesses to forge meaningful connections, enhance user experiences, penetrate new markets, and safeguard brand reputation. However, navigating the pitfalls of localization requires careful consideration of cultural, linguistic, technical, and regulatory factors. By prioritizing effective localization strategies and avoiding common pitfalls, businesses can unlock the full potential of global markets and drive sustainable growth.

Experience AAA Translation’s world-class services tailored to your global engagement needs. Trusted by top companies worldwide across industries covering manufacturing, travel, finance, healthcare, and life sciences, we are the premier choice for professional translations. www.AAATranslation.com

Strategies for Navigating Online Simultaneous Interpreting with Finesse

Wed, 17 Apr 2024 13:43:54 GMT

During online multilingual meetings, observing proper speaker etiquette is pivotal to fostering a successful and seamless experience. Interpreters serve as conduits, helping communication among cultural and linguistic diversity.

Outlined below are essential tips aimed for speakers to effectively convey their message while collaborating with interpreters:

Ensure a Stable Internet Connection: Use hard-wired ethernet connections for enhanced stability. Wi-Fi or hotspot connections are ill-suited for meetings requiring interpretation due to susceptibility to interference.
Opt for High-Quality Microphones: Using plugged-in microphones of superior quality is imperative. Built-in microphones on devices often do not meet the standards necessary for interpreters to accurately convey your message.
Cultivate a Controlled Environment: Mitigate external distractions and noise sources. Disable push notifications on all devices to keep focus during the meeting.
Position Your Camera at Eye Level: Enable interpreters to clearly see your facial expressions and body language.
Adjust Lighting Conditions: Ensure adequate lighting, preferably natural, to optimize visibility. Position yourself facing the primary light source for best clarity.
Share Documents and Presentations in Advance: Enhance interpreter performance by providing materials beforehand, helping seamless integration of your content into their interpretation.
Conduct Rehearsals with Interpreters: Schedule preparatory sessions to familiarize interpreters with your speaking style and address any technical or linguistic challenges prior to the main event.
Maintain Exclusive Use of Speaker Microphones: Minimize disruptions by ensuring only the speaker's microphone is active, alleviating overlapping voices and outside noise that may hamper interpretation.
Specify Language Usage: Clearly communicate the language you will be using, enabling participants to select the proper audio channel for best comprehension.
Exercise Caution with Pre-recorded Content: When presenting pre-recorded videos, refrain from altering the playback speed, as this may compromise the interpretation quality.

By adhering to these guidelines, speakers can effectively collaborate with interpreters, fostering an environment conducive to meaningful cross-cultural communication and engagement.

Trade Show Success: Elevate Your Brand & Boost Your Presence Globally

Mon, 05 Feb 2024 18:23:13 GMT

In an increasingly interconnected global marketplace, businesses are continually seeking opportunities to expand their reach and set up a presence on the international stage. Trade shows serve as pivotal platforms for networking, displaying products, and forging lucrative partnerships. However, the success of a company at trade shows is contingent upon its ability to communicate effectively with diverse audiences. This white paper clarifies the importance of localizing materials for trade shows and how this strategic approach can elevate a company's global presence.

Important Language Trends for 2024: What’s Next in Translation and Localization

Mon, 15 Jan 2024 18:19:50 GMT

Cultural Sensitivity and Inclusive Localization:

Localization efforts are becoming more attuned to cultural nuances, with a focus on creating content that is not only linguistically accurate but also culturally sensitive and inclusive. Different cultures may have varying perspectives on gender roles and expressions. Translators need to be sensitive to these cultural nuances to accurately convey the intended meaning while respecting cultural differences.

AI and Machine Translation Advancements:

The utilization of Artificial Intelligence (AI) and Machine Learning (ML) in the localization processes has experienced significant growth. Within translation workflows, AI and ML contribute to enhanced efficiency and have made considerable advancements in accuracy. While this technology continues to learn and evolve, it is also progressing in its ability to adapt content to context and cultural nuances.

However, amid all this technological advancement, the essence of our industry still lies in its human touch. The human element in translation and localization is invaluable. We serve as cultural interpreters, bridge builders, ensuring that every translated word resonates with its intended audience, all the while harnessing the power of AI and ML to optimize our productivity.

Quality Assurance and Post-Editing:

Quality assurance practices and post-editing services are gaining prominence to ensure the accuracy and cultural appropriateness of translations performed with AI. Human involvement remains crucial for refining machine-generated content.

Example: One of our clients used AI to translate the word “Welcome” into 26 languages. 11 translations were correct. The rest were missing accent marks, some used the incorrect gender or the meaning itself was different. This single word can have many different meanings in other languages.

Cultural Sensitivity and Inclusive Localization:

Example: We are updating many of our client’s employee handbooks and other materials so they are inclusive and culturally sensitive.

Multilingual SEO and Content Optimization:

Businesses are increasingly focusing on multilingual SEO strategies to reach a global audience. A rising trend involves embracing regional languages and dialects. This transition extends beyond mere linguistics; it's cultural. It revolves around celebrating diversity and amplifying more voices on the global stage. To accomplish these objectives, we must provide specialized and localized content.

Moving Past Subtitles: Exploring the Cutting Edge of Video Localization

Our engagement with video content is evolving beyond mere observation; it's about creating an immersive experience. The current approach to localizing video content involves adjusting every aspect, from graphics to interactive features, to connect with global audiences. This process blends technology with creativity, breathing life into stories in any language.

Example: We have been subtitling many training videos over the past few years. Subtitles are the text that appears on the screen to convey the spoken dialogue or narration of the video. Subtitles can help to improve the comprehension, retention, and engagement of the viewers, as well as to make the video accessible for people with hearing impairments or language barriers.

Rise of Remote Interpreting Services:

Remote interpreting platforms were gaining popularity, allowing businesses to access interpreters quickly and efficiently. Video and phone interpreting services allow individuals to engage with interpreters online rather than in person, offering a mutually beneficial arrangement. It not only eliminates geographical constraints but also provides access to a global pool of linguistic talent, all while maintaining cost-effectiveness and efficiency.

Example: We manage many legal depositions, court hearings, or employee benefit meetings. They used to be in person only, but over the past few years they shifted to remote video interpreting opportunities.

Global Regulatory Compliance:

Companies are placing greater emphasis on ensuring compliance with global regulations related to data protection and privacy, especially when dealing with multilingual content.

Multilingual compliance also involves an organization aligning its operations with legal and regulatory standards across different regions. This requires consideration of diverse languages, cultural nuances, and distinct legal frameworks. The organization must comprehend and adhere to laws related to data privacy, financial transactions, taxation, anti-money laundering (AML), and more, all in multiple languages.

Localization for E-Learning:

With the growth of online education and e-learning platforms, there was an increased demand for the localization of educational content to cater to diverse linguistic and cultural audiences.

The eLearning localization process involves customizing digital educational content to align with the linguistic, cultural, and regional preferences of a specific target audience. This encompasses the adaptation of online courses, eLearning software, training materials, and multimedia presentations to ensure that the content remains relevant and understandable for learners from diverse backgrounds.

Example: At the onset of Covid, we provided remote video Spanish language instruction for a local elementary school.

Emerging Markets, Unfolding Possibilities:

Emerging markets represent more than just novel territories; they embody an entirely new arena of cultural intricacies and languages, presenting fresh opportunities and challenges for translation and localization. Crafting content for these varied markets demands a profound cultural comprehension of their traditions, inhabitants, and distinctive ways of life to guarantee that offerings align with their specific requirements. As businesses expand into new markets, there is a growing demand for translation and localization services for rare and emerging languages.

Example: Within the last two weeks we translated into the Dakota and Ojibwe languages!

In conclusion, the translation and localization sector represent a dynamic fusion of technological advancements and the indispensable human element. Beyond mere word translation, we are forging connections, delving into cultures, and unlocking a realm of possibilities.

The industry's commitment to embracing innovative technologies while appreciating the intricacies of diverse languages and cultures positions it for dynamic expansion and heightened significance in the global market.

If you have a translation or localization project, our team of experienced professionals is prepared to support you! We are your reliable source for enhancing culturally diverse communication.

Prost! Your Guide to Savoring the Authentic German Oktoberfest Experience

Wed, 20 Sep 2023 16:42:47 GMT

Whether you have German heritage or not, you’re likely to get caught up in the fall celebrations of Germany’s Oktoberfest. A little of its history and current German practices – To Know Before You Go – will help you to get the most out of your celebration.

The Beginnings of Oktoberfest

According to The German Way , the original Das Oktoberfest celebrated the marriage between Princess Teresa (Therese) of Bavaria (1792-1854) and Prince Ludwig I (later king of Bavaria) on October 12, 1810. Throughout the following week, townspeople enjoyed grand banquets, concerts, parties, balls, and a horse race. Due to its success, the Bavarian royal family held another race the following year, which became an annual Oktoberfest tradition. The royal family passed the management of the event to the Munich city fathers to create a widespread community celebration whose delights spread to neighboring country sides and expanded to two weeks or more.

The Fest continued with great popularity through the years, including the featured horse race as part of the activities through 1960. Only wars – Napoleonic and World Wars – and disease – cholera, Spanish flu, and COVID-19 – have stopped the people from celebrating fall, harvest, family, food, and … beer!

Oktoberfest Today

The 188 ^th event is taking place on the Theresienwiese in Munich from 16 September to 3 October. Held on 85 acres, Das Oktoberfest is the largest folk festival in the world, set to attract nearly 5 million people this year. Make no mistake, while this is a celebration, it is also a business: nearly 900 companies have applied to be part of Oktoberfest 2023. 474 businesses were approved this year, including 140 from the catering trade, 138 fairground businesses, 196 market traders and several service businesses. There will be 39 businesses at the Oidn Wiesn, 14 of which are gastronomic, 23 showmen's shops and two market traders. Last year, 5.6 million liters of beer was served, all figures according to the official Oktoberfest website . This year, a liter of beer will cost between €12.60 and €14.90, resulting in an estimated €77M in sales.

As the home page describes,, each Oktoberfest “begins with a parade led by the Munich mayor and the ‘Münchner Kindl’ (Munich child, the city’s mascot, usually portrayed by a girl). Then comes the ceremonial tapping of the first beer keg at 12 noon. That honor goes to the mayor, who shouts out the traditional cry of ‘O’zapft is!’ (‘It is tapped!’) Only then can the start flowing and the festivities begin.”

The Oktoberfest grounds, which resemble a state fair, are enclosed by a fence and offer security through Die Polizei (police). Dozens of rides and attractions fill the grounds. Admission to the area is free; rides, table reservations, food and beverages are available for purchase. AAA Translation has helped many Americans who are planning to visit the Oktoberfest to fill out their applications to reserve a table at one of the many beer tents, as those are only provided in German.

Visitors can easily spend multiple days at Das Oktoberfest with unique happenings every day. Organizers continue to balance tradition and enhancing the festival with new and interesting attractions. For example, this year, Paulaner Beer opted to serve all-organic hens at its Paulaner Festzelt, said msn.com . Roasted chicken has been among the most popular festival foods, but the organic hen cost 20.50 euros ($22), about 50% more than the nonorganic hen.

Additional food and drink abound at various Festzelte or Beer Festival Tents, which are more like buildings. Visitors may buy ox roasted on a revolving spit, famous “fish on a stick” or Steckerlfisch , pork Bratwurst , Knödel (Bavarian dumplings), or cake and pastries. Two popular beer tents are Hofbräu-Festzelt , run by the famous Hofbräuhaus and Löwenbräu-Festzelt , the “lion’s brew” tent, displaying a large lion above the entrance to welcome all – specifically soccer fans.

Three other tents of note are:

Wiesn-Festzelt is the largest and oldest tent. Rich with history, it features hearty brass music and dance floors for polka-ing and beer from stone mugs.
Hacker-Festzelt is warm and welcoming, featuring many familiar scenes from Munich daily living in the city.
Marstall Festzelt honors the equestrian roots of the Oktoberfest, following in the “gallop-prints” of the Hippodrome. The Marstall, a court riding-school built by Leo von Klenze, gathered aristocratic equestrians 200 years ago.

Oktoberfest Throughout Germany and Beyond

For those who would like to experience a true German Oktoberfest outside Munich, try:

The Cannstatter Volksfest ( Cannstatter Wasen ) in Stuttgart is the second largest beer festival and fair in Germany, with about 4.5 million annual visitors. It starts a week later than Oktoberfest.
Also consider the Cranger Kirmes in Herne, North Rhine-Westphalia; the Rheinkirmes in Düsseldorf, and the Freimarkt in Bremen in northern Germany.

An estimated 100 Oktoberfest events happen around the world, happening in areas as far-reaching as Yokohama , Japan ; Windhoek, Namibia ; Melbourne , Australia ; Cordoba, Argentina ; and Blumenau, Santa Catarina, Brazil, says Nice News . Wherever you travel, k eep in mind AAA Translation for culture and localization questions to best enjoy your cultural interactions.

Uniting World Citizens Through Soccer (Football) and Other Sports

Tue, 22 Aug 2023 19:05:55 GMT

Athletic competition has been universally appreciated around the world and throughout time. Since early recorded history, audience members have been entertained by events such as the Aztec’s Ullamaliztli in Mexico and the long-distance races of the Olympic Games in Greece. These types of sport laid the groundwork for modern matches, like the recent Women’s World Cup soccer games in Australia.

Today’s audiences are drawn to the drama, athletic prowess, and excitement surrounding the soccer game – before the players hit the field, as they play, and after the countdown clock finishes.

In the finals of the 2023 Women’s World Cup, Spain opposed England in an all-Euro match. Both teams faced challenges ahead of the game: Spain dealt with the team’s protests against their head coach and the Royal Spanish Football Federation (RFEF); then it lost several key players who didn’t advance to the last game after qualifying to play. England too, was missing principal players when the Lionesses’ all-time leading goal scorer and the starring midfielder announced their retirements. However, the match held promise with extraordinary returning talent on both sides.

During the game, dashing plays – such as Spain’s single goal and England’s near-goal – kept the interest of the fans high, while they lamented the significant injuries to players in both uniforms.

Post-game, the euphoria on Spain’s side held controversy with the unanticipated kiss from RFEF president Luis Rubiales on midfielder Jennifer Hermoso. Meantime, England’s Manager Sarina Wiegman showed obvious misery at her second consecutive World Cup final loss.

The entertainment value of games like these has increased the popularity of soccer worldwide, bringing with it the demand for materials to learn this game, teach it, and coach teams. Players and coaches find it critical to learn secrets of successful athletes and staff by studying their performance careers, especially in sports manuals and other books.

For more than 20 years, AAA Translation has been translating hundreds of sports books for Meyer & Meyer Sport Germany. The topics of these range from fencing to yoga, yet the majority have been about soccer. These books are intended for those with casual interest in the game as well as players, trainers, and coaching staff wanting to shape high-achieving players and teams. One example of our book translation projects is Pep Guardiola: The Philosophy That Changed The Game, found on amazon.com here .

Since the inception of the brand-new St. Louis City Soccer Club (STL CITY SC), AAA Translation has been translating editorial articles for the club and provided German interpreting services when hosting Bayer Leverkusen for CITYPARK'S Historic Inaugural Event in 2022.

Sharing the enjoyment of this game and other sports has been part of the mission of our company, as it unites the world’s citizens. If you or your company are interested in translation of materials related to sports or sporting events, we would be glad to assist you.

Enlisting a Localization Firm Might Have Averted the Ban on the Barbie Movie

Wed, 09 Aug 2023 15:39:08 GMT

The $1.03 billion in ticket sales* at the global box office confirms that the new Barbie movie has done a lot of things right to please its audiences. Higher ticket sales in the United States were anticipated because of the multi-generational appeal of the 60 ⁺ -year-old toy, but to the surprise of some movie critics, it has generated mass interest worldwide. Several of the movie’s themes translated cross-culturally, such as the role of men v. women in the modern world – as well as “ordinary,” real-life struggles women have – resulting in high ticket sales in Mexico, China, Australia, and the U.K.

One item that did not translate well, however, was a seemingly avoidable one – and one likely remedied with video-editing. The offensive film clips caught the attention of the Vietnamese government, specifically the head of the Department of Cinema. This organization oversees licensing and censoring of foreign films.

The administrators were not offended by the references to the objectification of Barbie, Ken's role or the inclusion of Asian actors, feminist themes or that the 'Ordinary' Barbie in Vietnam may look different than what was presented in Barbieland. Instead, it was something visually simpler with more complex interpretation.

Their statement, presented in Vietnam's state-run Tuoi Tre newspaper, said that the Barbie movie would not be released – in fact was barred – because of this: “We do not grant license for the American movie 'Barbie' to release in Vietnam because it contains the offending image of the nine-dash line,” says CBS news .

Within the movie’s plotline, Barbieland is separated from real-life land of the rest of the world. On the map the audience sees repeatedly water separates various countries and islands, with dotted lines indicating some borders between them. In this fictional film, the countries are not drawn to shape or scale, yet they were close enough to have the censors take notice and raise their sensitivities.

The Department of Cinema was referencing “the nine-dash line” which China has promoted as a delineation of its territory but contested by Vietnam, who claims more of these lands in the South China Sea are its territory. This line is not officially drawn, but China presents it as “Off the coast of China's Hainan Island, and runs close to the coast of Vietnam, deep into the South China Sea, enclosing the Spratly Islands. North of Borneo, near the coasts of Malaysia and Brunei, the line turns and runs to the west of the Philippines and ends just to the south of Taiwan,” defines CBS news.

The sensitivity of this border conflict is well-justified, with many decades of dispute between the countries, and not to be taken lightly. Indeed, this is a prime example where a localization firm could have been consulted to use their knowledge of localization and cultural nuances to avoid provoking ill will. In the case of these maps, had the image been drawn another way, it may have easily passed the censors and enabled more interested movie-goers the chance to enjoy Barbie’s iconic pink world, her friends, and goodwill. With international releases, using cultural experts should be a regular step in that process of release to avoid challenges like these.

*According to official Warner Bros. estimates as reported by Barrons .

How Paid Vacation Differs Around the Globe

Thu, 27 Jul 2023 16:25:03 GMT

If you’ve ever wondered why you have trouble reaching your international colleagues, check your calendars. With different paid vacation time, it may seem that some professionals are out of the office more than others. Knowing more about their policies can help you understand when the best time is to schedule your communications.

The length of total paid leave that full-time employees are legally entitled to varies country to country. Several policies are described here, including the minimum amounts defined by government labor laws, with some employer-specific requirements.

According to the 2023 figures on https://en.wikipedia.org/wiki/List_of_minimum_annual_leave_by_country , South Koreans enjoy the highest number of paid days, at 30-40 annually. Elsewhere in Asia, Japan’s policy requires its workers to begiven 26-36 paid days yearly, depending on years of service and seniority. China has a range that varies between 16-26 for different industries. Singapore offers between 18-25 days. India’s workers enjoy 35 paid days per year. In Pakistan, employees (except contract and temporary workers) receive a minimum 14 days of paid annual leave after one year – which ranks among the lowest in the world.

Across Europe, the majority of countries guarantee workers a minimum of 20 days off every year. Spain provides 22 days guaranteed (and up to 36) days annually. Germany is slightly lower at 30 vacation days per year, while France offers 5 weeks. Within the United Kingdom, England, Scotland, Wales, and Northern Ireland mandate 5.6 weeks off annually. Denmark offers 25 days.

In Scandinavia, Swedes experience 34 days of paid annual leave; Norwegians experience 35 days and Finns, 36 days. In most provinces of Canada, employees receive a minimum of 2 weeks of vacation for every year of employment. In South America, Brazil offers 26-34 days. In Argentina, paid leave ranges from 14-35 days based on time with the company. Australia and New Zealand have generous policies as well, offering 30 and 32 days, respectively.

In South Africa, the policy is a little more complicated, entitling workers 21 consecutive days, or 1 day for every 17 days worked, or 1 hour for every 17 hours worked. In Egypt, employees may take up to 21 days of paid leave but must wait 6 months before taking their first day off.

[As a comparison, federal law in the United States does not require companies to provide any paid vacation time, though most employers to offer 10-14 days off per year as part of their compensation package.]

Knowing some countries offer significant paid leave, be sure to build in extra time when anticipating responses from international colleagues. If you are curious about other countries’ paid leave policies, go to the List of Minimum Annual Leave by Country on Wikipedia .

Expanding Your Global Business Through Precise Written Communication

Thu, 27 Jul 2023 16:17:44 GMT

As worldwide supply chain challenges resolve themselves, now is the time for visionary thinking about broader expansion. An earlier blog centered on the importance of effective international communication in negotiation around constriction of services in import and export businesses. Channels of communication and transport for goods and services are opening widely – and effective exchanges are becoming the foundation of future multi-national growth or deeper presence in a specific locality.

To manage the increased global appetite for consumer goods, businesses must realize and address the opportunities currently presenting themselves through widespread interconnectedness. Clear communication between partners, manufacturers and other suppliers is essential to take advantage of innovation in transport and logistics, increased shipping capacity, and leadership changes. In short, culturally-appropriate sharing of ideas in the client’s or buyer’s native language can drive business growth.

Expressing new concepts can be difficult on its own – regardless of the language.

Skilled translators will seek to understand the context of the words before creating translations of concept descriptions and the correspondence that accompanies them. When global business entities explore growth options and act on them purposely with timely and efficient communication, they can lead their competitive landscape.

Professionally-formulated global business correspondence helps to accomplish this, avoiding errors in word choice, meaning, or word order. Precise writing in translation leads readers to grasp particularly important details of export and import workflows, personnel, or timelines in existing relationships, creating deeper bonds and desire to further business dealings.

Likewise, when establishing new relationships (especially in a new region or country), creating communication that is thoughtful, in the correct tone, and with the correct business terminology will set the stage for fewer mistakes and misunderstandings – which can happen anywhere, even with the Subject line of emails or the opening lines of formal printed documents like Letters of Credit or Partnership Agreements. In fact, some business relationship failures can be directly tied to mishandling of respectful titles, courtesies, expectations, or permissions – which can be well managed when professionals involved with the correspondence are versed in business etiquette.

Don’t leave this to chance. Rely on us if you need help structuring, writing, or editing culturally-appropriate correspondence to fuel business expansion.

Embracing Diversity & Inclusion: Advancing Business Success in Local and Global Settings

Wed, 28 Jun 2023 18:49:51 GMT

The workforce today is more diverse than ever before. According to recent research from the U.S. Census , the number of people in the United States that spoke a language other than English at home nearly tripled from 23.1 million (about 1 in 10) in 1980 to 67.8 million (almost 1 in 5) in 2019.

Furthermore, based on the 2019 data, between 30-50 percent of those individuals that are in the workforce had not yet mastered English.

It is evident that despite the widespread globalization of the workplace, organizations have yet to adopt a standard practice of providing multilingual training for learning and development.

Mentoring an up and coming interpreter

Thu, 25 May 2023 16:08:11 GMT

Kaliah and I met in 2020 through the St. Louis Hillman Scholars Program, becoming the first translation industry mentor for an aspiring interpreter for this particular program.

Kaliah, an incoming freshman at Loyola in New Orleans, has a strong desire for a career in interpretation. Despite Covid restrictions, we communicated via Zoom and met in person when she visited her home = St. Louis.

During our last meeting, she shared her excitement about leaving for a study abroad exchange program in Buenos Aires, Argentina, but expressed her nervousness about communicating in Spanish. I encouraged her, saying that immersing herself in the language was the best way to learn it fluently.

5 Best-Kept (Secret) Translation Tips

Tue, 25 Apr 2023 15:16:23 GMT

Recently, our team has been managing a significant volume of proofreading projects that are generated by free online translation tools, website plug-ins, and machine translations. These projects often require extensive rewriting or even complete recreation from scratch, with only a small number needing minor adjustments.

As an example of the critical nature of our work, our Spanish team recently reviewed, proofread, and rewrote a highly important document and their response was as follows:

"Machine translation was used for this document. It only translates words literally without understanding the meaning of sentences. Grammar differences, idioms, gender, tense, voice, and singular/plural distinctions are not considered, resulting in hilarious or nonsensical translations. The entire translation needed extensive rewriting, as this is very common in machine translations."

Introducing our new app for Remote Virtual Interpreting

Wed, 08 Mar 2023 20:06:20 GMT

AAA Translation is dedicated to expanding its growth through advanced technology and a team of highly skilled interpreters. By leveraging our powerful systems and unmatched talent, we can now provide quick and reliable remote interpreting services with superior accessibility.

Whether you require visual or audio interpreting services, third-party dial outs, virtual meetings, or telehealth capabilities, AAA Translation has a solution to meet your company's needs.

Utilizing the AAA Translation mobile app in conjunction with Zoom, WebEx, Doxy, Doxemity, ECW, and other platforms, you can experience the same high-quality service and accessibility while reducing costs and improving your bottom line.

Language Is The X-Factor For Success In Global Business

Thu, 02 Mar 2023 17:12:53 GMT

"It's important," Susanne Evens said about communication in her exclusive interview for Social Capital. As the founder and CEO of AAA Translation, which provides translation and interpreter service to countries globally, she speaks from personal experience when she says, "The world is so much smaller and we need to be able to communicate with each other, no matter where we are in this world; even in the Midwest where I am and the middle of Ukraine, we need to be able to communicate."

Rethinking your cultural business etiquette

Tue, 07 Feb 2023 16:49:49 GMT

Is Artificial Intelligence a valid option for mission critical translations?

Artificial Intelligence uses machines and computer systems to simulate the processes of human intelligence. It requires a foundation of specialized hardware and software for writing and training machine learning algorithms.

AI makes it possible for machines to learn from experience, adjust accordingly to new inputs, and perform human-like tasks. Things such as computerized chess games and self-driving cars rely heavily on deep learning and natural language processing. But who teaches the machine?

AAA Translation CEO Susanne Evens Receives Two Prestigious Awards

Tue, 31 Jan 2023 18:58:13 GMT

ST. LOUIS, MO – Jan. 20, 2023 – AAA Translation, a global and multi-cultural communication solutions company based in St. Louis, Missouri, is proud to announce that its founder and CEO, Susanne Evens, was recently recognized for her leadership with two prestigious awards: the International Business Times’ 2022 IBT Social Capital Top 100 and the 2023 St. Louis Titan 100.

Avoid Costly Mistakes by Updating Your Company's Employee Handbook

Thu, 19 Jan 2023 11:14:22 GMT

The start of a new year is a perfect time to take inventory of your employee documentation. This is the time to determine if any internal operations changed over the past year.

Are you implementing new policies or procedures?

Have you kept your employees informed?

Employee handbooks are invaluable for building consistency for your brand and operations. Depending on how they are written, they may also protect an employer against employee lawsuits. They can be a very strategic risk management tool. Small enterprises earning $1 million spend approximately $20,000 annually on employee lawsuits, while Fortune 500 companies spend an estimated amount of $2 billion in settlements alone.

Happy Holidays!

Fri, 23 Dec 2022 18:54:38 GMT

The Holiday Season, a period of quiet reflection, of warmth and love.

A time of looking back at the year gone by… and ahead, into the future.

And that’s what we do. Both privately and professionally we look back on the past twelve months, take stock and thank our clients, employees, business partners and colleagues all over the world who have contributed to what turned out to be a successful year.

It's been great working with you all and we look forward to working with you again in the next year!

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Mid-America Trade Summit keynote

Tue, 08 Nov 2022 17:27:05 GMT

AAA Founder Susanne Evens presents keynote at Mid-America Trade Summit. You can see the presentation below:

Happy Halloween & our CEO providing Keynote at 2022 Mid-America Trade Summit

Mon, 31 Oct 2022 15:15:51 GMT

You love all things pumpkin, ghost and trick-or-treat related, but do you know the origins of this spooky fall celebration? Halloween traditions evolved alongside the Celtic festival of Samhain, a pagan holiday marking the end of the harvest season and the beginning of the “darker half” of the year.

The pagans believed that during Samhain the barriers between our world and the spirit world were at their weakest, so they would light bonfires and dress up in costume to ward off wayward spirits.

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How your business can create positive experiences for everyone

bill@friscowebsites.com (Bill Sholar) — Sat, 18 Jun 2022 11:22:54 GMT

It is no secret: Remote work is not going anywhere anytime soon. With this trend beginning even before COVID-19/Corona, a little over 16% of companies worldwide now exist entirely outside of the office, and studies show... Click here for the rest of the story

Tourism is back! Are you prepared?

bill@friscowebsites.com (Bill Sholar) — Tue, 10 May 2022 22:06:47 GMT

Around the globe, more people are beginning to travel as COVID-19/Corona restrictions continue to lift and spring and summer vacations get scheduled.

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Do you know what's at stake with free online translation tools?

Mon, 11 Apr 2022 16:38:04 GMT

Over the past few weeks, our team has received numerous inquiries to proofread everything from websites to technical manuals to highly sensitive documents...

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Removing the headache out of your translation partnership decisions

bill@friscowebsites.com (Bill Sholar) — Tue, 15 Mar 2022 17:38:00 GMT

If you are doing business globally, it is crucial for you to be able to effectively communicate with your wide, diverse customer base. Did you know that nearly 75% of the internet's three billion users do not speak English?

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Grow your business globally and increase brand awareness with social media

bill@friscowebsites.com (Bill Sholar) — Tue, 08 Feb 2022 18:04:38 GMT

Social media has slowly but surely become a significant part of our lives over the years, both personally and professionally. Is your business leveraging it to spur global growth and awareness of your brand?

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My Company is Ready to Grow Globally. What’s Next?

bill@friscowebsites.com (Bill Sholar) — Mon, 10 Jan 2022 19:04:15 GMT

2022 has arrived, and one thing on the agenda for many businesses? Growth. The world is more connected now than it ever has been, which means the opportunity to appeal to global audiences is within reach. However, is your organization well-prepared for global expansion?

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Holiday Traditions Around the World

bill@friscowebsites.com (Bill Sholar) — Thu, 02 Dec 2021 11:54:39 GMT

December is one of the most festive months of the year across the globe. Various holidays celebrated throughout the world bring families, cultures, countries, and entire continents together. Here are just a few examples of global holiday traditions.

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An American Businessperson in a Global World: Rethinking Your Cultural Business Etiquette

bill@friscowebsites.com (Bill Sholar) — Wed, 03 Nov 2021 15:41:30 GMT

In the American business world, there is a generally accepted, and often unspoken, etiquette that most businesspeople follow. Be on time, dress professionally, use a firm handshake, make eye contact, show initiative, be respectful of your superiors and so on. Take a look around the world, however, and you will find widely diverse protocols that can quickly lead to cultural barriers, misunderstandings, and possibly lost revenue.

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Translating Gratitude Globally

bill@friscowebsites.com (Bill Sholar) — Tue, 02 Nov 2021 15:35:56 GMT

What sounds easier: buying a product online with information in your native language, or trying to translate information in a foreign language before making a purchase decision? Most likely, you answered that the first option makes more sense.

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Language Barriers are Sales Barriers

bill@friscowebsites.com (Bill Sholar) — Thu, 30 Sep 2021 15:47:42 GMT

The Black and Latinx populations in the US represent more than $3 trillion in spending power. It’s a number that’s growing year on year. If you’re one of the brands that has invested in understanding the cultural and linguistic needs of these audiences, good news: that slice of the pie is all yours. If not, it’s time to get serious about your cross-cultural communications before you see the impact on your bottom line – if you haven’t already. Here’s where to start .

Expanding Your Business…and Your Palate

bill@friscowebsites.com (Bill Sholar) — Tue, 24 Aug 2021 16:08:21 GMT

As the global economy struggles to deal with supply chain disruption and an international shipping gridlock, strengthening relationships with foreign partners and clients has never been more important.

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Translation and Interpretation at the Olympics

bill@friscowebsites.com (Bill Sholar) — Wed, 04 Aug 2021 20:16:16 GMT

Working with clients from countries all around the world in hundreds of different languages means we are always looking at the big picture when it comes to global connectivity and communication. During Olympics season, the rest of the world is, too!

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Translating & Localizing Your Website for International Wins

bill@friscowebsites.com (Bill Sholar) — Wed, 14 Jul 2021 12:00:52 GMT

Did you know that companies who translate their online materials are 1.5 times more likely to experience an increase in revenue than their competitors, and 40% of people refuse to purchase from websites that do not have information available in their native language?

Read more

Thinking of Doing Business in Canada? Start here.

bill@friscowebsites.com (Bill Sholar) — Fri, 04 Jun 2021 11:34:56 GMT

If you own a United States-based company and are thinking about expanding to a new market, one of the first you may consider is Canada. At first glance, Canada seems like a close cultural match to the United States – but there are unique laws and idiosyncrasies to consider.

Read about expanding to Canada

Doing Business in Canada: What You Need to Know

bill@friscowebsites.com (Bill Sholar) — Wed, 26 May 2021 18:43:49 GMT

At first glance, Canada seems like a close cultural match to the United States – but there are unique laws and idiosyncrasies to consider. For more information, read this one pager to learn more about doing business in Canada.

Continue reading

Why Translation Services are Necessary for Agricultural Success

bill@friscowebsites.com (Bill Sholar) — Tue, 11 May 2021 14:53:28 GMT

Agribusiness has become increasingly complex, with goods being shipped all around the world, making multiple stops along the way. Effective agriculture translation increases trade efficiency and is necessary for proper documentation and reporting.

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The do’s and don’ts for doing business in Brazil

bill@friscowebsites.com (Bill Sholar) — Mon, 10 May 2021 14:52:00 GMT

Understanding another country’s culture when doing business can help save time and money. This is highlighted by AAA Translation team member Barbara Dressel’s personal anecdote from when her father worked as an engineer in a factory in Brazil:

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Translation and Public Health

bill@friscowebsites.com (Bill Sholar) — Sun, 09 May 2021 14:50:24 GMT

Accurate medical information is more important, and more in demand, than ever before. Sixty-four percent of Language Services Providers report an increase in demand for interpretation in the health sector in the last year, with 59% reporting a higher demand from the life sciences, medical, and pharmaceutical sectors.

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Happy Holidays in 33 languages

bill@friscowebsites.com (Bill Sholar) — Sat, 08 May 2021 14:48:31 GMT

Risk mitigation planning. Every business has to do it – but how you do it can make or break your company.

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Let’s talk about gratitude!

bill@friscowebsites.com (Bill Sholar) — Fri, 07 May 2021 14:46:47 GMT

Danke. Obrigado. Gratitude. Placing an emphasis on gratitude in business and in everyday life has been proven to improve your relationships; but if you do not understand how to express gratitude cross-culturally, you could be doing it all wrong.

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Is your team communicating effectively across cultures?

bill@friscowebsites.com (Bill Sholar) — Thu, 06 May 2021 14:44:02 GMT

It is easy to get caught up in day-to-day business and forget that communication is about so much more than simply speaking to one another.

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What if you couldn’t read your food labels?

bill@friscowebsites.com (Bill Sholar) — Mon, 01 Mar 2021 19:59:52 GMT

Food label translators must translate from a variety of perspectives; often, they translate marketing copy, technical product information, and legal language. For example, phrases like “skinny” on health food packaging may not make sense when translated into other languages.

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How Interpreters Help Us Fight Covid-19

bill@friscowebsites.com (Bill Sholar) — Thu, 18 Feb 2021 19:57:23 GMT

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Announcing the Simultaneous Interpretation App

bill@friscowebsites.com (Bill Sholar) — Thu, 28 Jan 2021 19:53:34 GMT

AAA Translation is proud to announce that we have launched the Simultaneous Interpretation App for Smartphones in partnership with our friends at ProLingo!

Now you can access the interpreters—and associated technology—you need to run or present at global conferences from anywhere (and at a reduced cost):

No more travel expenses for interpreters
Allow conference attendees around the world to conveniently watch presentations in their native languages
View statistics and analytics after your event

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The Conference Interpreting App

bill@friscowebsites.com (Bill Sholar) — Tue, 19 Jan 2021 12:56:32 GMT

A new app is set to revolutionize the way global teams meet, communicate, and serve customers through scalable, cost-effective virtual language interpretation. The Conference Interpreting App also provides meeting data analytics that have never before been available for monitoring engagement and participation metrics of multilingual teams in real time.

Educating clients about translation & localization services

bill@friscowebsites.com (Bill Sholar) — Thu, 14 Jan 2021 18:27:16 GMT

Translation is not about changing Words. It’s about what the words mean in another language. Check out my thoughts in the Translation Confessional Podcast.

https://youtu.be/idbQ0O53b4U?t=995

Communicating To Understand: The Importance of Context in a Global Business Environment

bill@friscowebsites.com (Bill Sholar) — Thu, 14 Jan 2021 18:17:45 GMT

As the world emerges from the pandemic, the face of business will have changed forever. One of the most critical lessons to internalize and integrate into your business is that of a language enhancement strategy.

https://swaay.com/communicating-to-understand-the-importance-of-context-in-a-global-business-environment

Commentary: The importance of context in a global business environment

bill@friscowebsites.com (Bill Sholar) — Mon, 14 Dec 2020 18:28:51 GMT

The information age has given us access to global communication on an unprecedented scale. During Covid-19, people have become more aware of our interconnectedness and the need to quickly disseminate information from one culture to another.

English has been extolled as the common language of the business world, but it is dangerous to assume one language will give leaders all they need to navigate international business. Out of the world's approximately 7.5 billion inhabitants, 1.5 billion speak English . That's about 20% of the Earth's population, and it’s important to remember most aren't native English speakers. The ability to communicate at the speed of the market is what sets businesses apart and prevents language barriers from becoming business barriers.

Beyond simple rote translation, context and cultural awareness have become key players in modern business. Understanding how to communicate is just as important as what is said. As the world emerges from the pandemic, the face of business will have changed forever. One of the most critical lessons is that of a language enhancement strategy.

Language barriers can have tangible, negative effects. A report from the Economist Intelligence Unit suggests more than 64% of executives admit misunderstandings have halted international deals. These “messages lost in translation” can become the primary reason companies fail to grow internationally. Messages can lose meaning due to a lack of emotional connectivity. Translating words is one thing, but properly emoting those words is a whole other issue.

More than that, and especially during a global pandemic, accurate translation has health equity implications. If parts of the population can’t read or understand new health guidelines and mandates, we are putting entire populations at risk.

Consider the ways you are communicating with potential partners and customers. How you greet prospective foreign business executives sets the tone. Reports and presentations should include cultural nuance and an understanding of body language.

Often overlooked opportunities, such as offering multiple languages within apps and websites or setting meetings times with respect to zones, go a long way toward positive interactions, mutual respect and brand affinity. By accommodating all participants, companies become preferred partners.

Similarly, having a multilingual workforce has been proven to be a success factor in global business. When your clients can communicate with an employee who speaks their language and understands cultural subtleties, your company gains credibility that speaks volumes.

The implications of multilingual business are many. Contracts, operating manuals and important documents need to be translated precisely. Employees always appreciate receiving internal communication in their native languages. In the field of health care, patients must be able to understand treatments to which they are consenting. In manufacturing, a manual translated or interpreted incorrectly can become a safety issue. In most European countries, it is required to provide operation/safety manuals in the native language, otherwise products may get stuck in customs.

In an era when real-time translation and interpreting are beginning to make their way into our lives, it is important to remember context. Take time to assess the ways you convey messages with the majority of the world whose first language is not English. Companies that seek to thrive globally must embrace new strategies for inclusivity and understanding multicultural issues.

Susanne Evens is president of AAA Translation, a business translating company in Chesterfield.

STL TV City Corner with Sarah Thompson

bill@friscowebsites.com (Bill Sholar) — Mon, 14 Dec 2020 18:18:34 GMT

How does experiencing the pandemic change when you live in the St. Louis region as a non-native English speaker? In this City Corner, host/producer Sarah Thompson speaks with a St. Louis-based business as well as a local nonprofit organization, which have both adjusted or grown their services to accommodate the changing needs during the pandemic. Susanne Evens, CEO and founder of AAA Translation is the guest in the first segment. Julie Fox, executive director of Immigrant Home English Learning Program, is the guest in the second segment. For more information on AAA Translation, please visit https://www.aaatranslation.com . For more information on Immigrant Home English Learning Program, please visit https://ihelpstl.org .

Did you know that translations help keep us safe?

bill@friscowebsites.com (Bill Sholar) — Fri, 09 Oct 2020 19:27:18 GMT

MAINTAINING SUPERIOR SAFETY IN THE WORKPLACE

Safety materials are among the most important documents you will share with employees and consumers. As you wrap up 2020, it is a good idea to review these documents to ensure they are translated properly. For industries like manufacturing, accurate safety manuals are paramount for protecting your employees and yourself. If an accident were to occur in your workplace, these manuals are among the first things a court of law will ask for. For consumer-facing industries, ensuring all technical and safety manuals are appropriately translated for each audience – including making adjustments for cultural nuance – is necessary to comply with legal requirements in different countries; plus, with clear safety and technical documents, consumers can more easily, safely, and confidently use your products. For sensitive products, like medical devices, accurate translation of instruction sheets and other product materials is critical to patient and provider safety.

Read the full article

AAA Translation Contributes to Healthcare Equity During Pandemic

bill@friscowebsites.com (Bill Sholar) — Tue, 06 Oct 2020 17:07:51 GMT

Company Translates Imperative COVID-19 Information for Non-English Speakers nationwide

St. Louis, MO—AAA Translation, a company dedicated to providing professional translation, interpretation, localization, and global consulting services, is increasing access to important health and safety information for non-English speaking residents in St. Louis and beyond. With a client base comprised of local, national, and global organizations, AAA Translation is a trusted partner to those expanding into new markets and increasing their cultural footprint. Amid the pandemic, organizations all over the world have turned to the translation company for help. By increasing access to vital communications, the team at AAA Translation is helping the nation’s healthcare systems support the health and wellbeing of community members. After all, if non-English-speaking communities do not understand best healthcare practices in the face of a pandemic because of a language barrier, the healthcare of entire communities is affected.

“Translation is the great healthcare equalizer—especially in these times,” said Susanne Evens, CEO and Founder of AAA Translation. “The only way we can be one humanity is by understanding one another. Whether AAA Translation is called to translate a safety brochure in Brazil or translate communications that provide vital information surrounding the global pandemic to our fellow citizens, we are committed to bringing access and awareness to everyone.”

The coronavirus outbreak has increased the logistical barriers for medical interpretation. One organization AAA Translation has worked with during the pandemic is Compass, a startup focused on addressing social inequity in healthcare through their free SMS-based triaging platform which was created at St. Louis’ Washington University to increase clinical efficiency, diagnosis, and healthcare accessibility in vulnerable areas. The company’s primary focus in recent months has been responding to the lack of accessibility to COVID-related information in low-income, and densely immigrant populated urban areas. With the help of AAA Translation, Compass is able to translate COVID-related risk assessment questions in six additional languages to allow for broader access to ESL and non-English speaking populations. In addition to their work with Compass, AAA Translation also provides translation and interpretation services to large hospitals and healthcare systems, translating intake forms and HIPAA compliance documents into other languages with the goal of sharing important information to those who need it most.

“Our entire team is extremely thankful to AAA Translation for their assistance in helping us better achieve our goal of providing access to healthcare,” said Chris Gibson, Managing Director at Compass.

In addition to their work with healthcare systems, AAA Translation has been offering complimentary translation services to a variety of community organizations in order to quickly and effectively create and disseminate COVID-related communications for non-English speakers. So far, their work has included video translation for global audiences, employee information distribution in different languages, and a variety of comprehensive interpretation services for organizations and companies throughout the St. Louis region where AAA Translation is based. To date, AAA Translation has provided over $10,000 worth of pro bono services to the Metro West Fire District, STL Juntos, St. Charles County Department of Public Health, and the Missouri History Museum

“As a linguist, I feel strongly that we (translators) have a responsibility to utilize our skills and knowledge to share and interpret vital information so that all may understand what’s going on in relation to COVID-19,” said Evens. “If there are community members who do not understand what’s going on or are not able to receive proper treatment in hospitals due to the language barrier, the numbers of COVID-19 cases will increase – it’s that simple.”

A disproportionate number of minorities are hospitalized, and this is due, in large part, to language barriers around proper safety precautions. Evens and the team at AAA Translation hope to continue their important work so that those facing translation challenges and those greatly affected by the pandemic are able to receive the same quality treatment and have access to information at the same rate as native English speakers.

“It's about equity,” said Evens. “It's about providing life or death information to our country’s most vulnerable.”

About AAA Translation

Founded in 2000 by Susanne Evens, AAA Translation provides translation, interpretation, global consulting, and additional services to help businesses grow in an increasingly connected global economy. 40% of their clients are St. Louis based, 40% are national, and 20% are global; those numbers continue to grow as the company takes on new clients interested in expanding into new markets. AAA Translation understands the ever-increasing translation, interpretation, cultural awareness, and communication needs of businesses, governments, educational institutions, and individuals, and works to provide customers with highly skilled professionals providing these services at competitive prices. From communicating life-saving health information to mitigating litigation risks by properly translating operating manuals, AAA Translation helps leaders protect their businesses and their people, become more culturally aware and sensitive, and facilitate expansion in a changing global marketplace. For more, visit: aaatranslation.com .

How to stay globally connected in an uncertain environment

bill@friscowebsites.com (Bill Sholar) — Fri, 07 Aug 2020 11:20:15 GMT

In the midst of the uniquely global experience of COVID-19, businesses large and small are paying more attention to the ways they rely on global commerce to function. Whether you have a single overseas vendor or entire branches dedicated to global business, you’ve likely already experienced challenges communicating with departments, suppliers, manufacturers, employees, and more working in other countries. As uncertainty continues to surround large-scale economic reopening, yours and countless other companies are preparing for these challenges to continue.

The need for human interconnectivity and cultural awareness has never been more important. Regardless of the evolution of the pandemic, the world will continue to be comprised of people. People from all walks of life and areas of the globe. People who are both leading companies and purchasing goods and services from companies. People who want to be heard and understood, and who want their interactions with your company to be more than transactional – they want them to be relational.

My questions for you are…

Are you speaking to the multicultural masses in a way they’ll respond to – not just by speaking their language but also by understanding their culture?
Is your message to potential business partners, talent, and consumers across different countries and cultures being effectively received?
Do you understand the unique culture and intricacies of localization within your target markets?
Are your brand, products, and services being accurately represented and communicated to audiences in other countries?
When your company’s messages are adapted for diverse audiences, is the context translated, or only the content?
Are you prepared to quickly disseminate information in various languages as you inevitably have to adopt new procedures and policies?
Are you communicating in a way that connects with people from other cultures, and builds relationships instead of just transactions?

”AAA Translation allowed the St. Louis County Department of Public Health to communicate important health safety messages to all members of the community during the COVID-19 global pandemic. Being able to message directly to our non-English speaking neighbors not only provided a timely information flow, but allowed for the building of meaningful relationships with media and community partners. AAA Translation was a valued partner in assuring individuals from every background had the information necessary to make informed decisions about their family’s wellbeing.”

-Metro West Fire Protection District

Services

C ultural Significance

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.”

– Nelson Mandela

As the world contends with the implications of privilege, we’re reflecting on the class divide that language presents. Expecting your international—or even US national—audience to understand your message in your language can be considered an oppressive assertion. At AAA Translation, we strive for a world where information is cross-culturally accessible. We celebrate the linguistic diversity that highlights the vast diversity of the human experience itself. Will you join us?

Team Profile

Say a big hello and hola to Carolina, English-Spanish Certified Translator! Located in and a native of Argentina, Carolina has been delivering precise and culturally conscious translations for AAA Translation clients for nearly two decades. With experience translating for the medical, technical-legal, and Human Resources sectors, Carolina is proficient in working with complex documents and regulatory requirements, helping businesses communicate effectively with US Hispanic employees, clients, patients, and partners. As a proofreader, she has an eye for detail and delivers ready-to-print files with a complete mastery of written Spanish and a constant awareness of the different Spanish varieties and dialects in the Americas.

Founder and CEO of AAA Translation shares her story of success and helping the immigrant community in St. Louis

bill@friscowebsites.com (Bill Sholar) — Mon, 18 May 2020 19:59:33 GMT

Susanne is also helping the immigrant community during COVID-19. Evens noticed that access to language translation was lacking with some local organizations. She started donating important COVID-19 messaging in multiple languages……..

https://stlpartnership.com/susanne-evens-shares-story-on-helping-to-strengthen-the-st-louis-immigrant-community/

Coronavirus Crisis – Getting Lost in Translation

bill@friscowebsites.com (Bill Sholar) — Mon, 16 Mar 2020 16:45:30 GMT

Declared a pandemic by WHO, North American healthcare providers are planning to see an influx of patients in the coming weeks and months with a COVID-19 diagnosis. This respiratory illness in medical settings can be a translation disaster for those seeking medical care in a location where their primary language is not spoken.

The challenges of a global health outbreak within medical settings.

As concerns for those who may have the virus rise, medical professionals are left to diagnose and treat patients despite their language. What should physicians do if these potential coronavirus patients do not speak English?

Translating from one language to another is a tricky business, and when it comes to interpreting between a doctor and patient, the stakes are even higher.

Beyond diagnosis and treatments of a non-English speaking patient, there are problems within the medical settings that will need interpreting and translation assistance. One of the first problems many may stumble upon is the difference between insurance systems, and there needs to be someone who can explain it to them — such knowledge can help prevent cultural differences from affecting a patient’s treatment.

Language services on demand for medical Institutions facing a global outbreak is ever-growing!

Language service providers like AAA Translation provide on-demand access to professional interpreters who are extremely versed in communicating both on location and virtually. We have a team of interpreters who are available 24 hours a day - 7 days a week and in 235 languages.

Given the highly contagious nature of the coronavirus, some healthcare providers are meeting with their patients remotely via video-conferencing platforms like Zoom, GoToMeeting, WebEx, Skype, or some telemedicine platforms. Can physicians involve an interpreter on calls like these? The answer is yes. Again, these interpreters are available 24 hours a day, seven days a week, in more than 235 languages.

With the Help of our Interpreters Your Global Business Will Not Suffer Among Travel Bans and Growing Health Concerns

bill@friscowebsites.com (Bill Sholar) — Mon, 16 Mar 2020 16:41:48 GMT

As global concerns rise among the outbreak of COVID-19, AAA Translation has received request as businesses are updating their continuity plans and are looking to know how we plan to move forward in the coming days and weeks. We believe this information might be valuable to you as well.

AAA Translation expects little business impact since our translation teams live in their native countries around the world, quarantines and travel restrictions have no impact on our remote workforce. We are confident in our trained linguists and other specialists who are always available to fill in for others in the event of illness or other personal matters, just as in the normal course of our business.

We are working around the clock to take all required measures to prepare for the anticipated higher volumes of work as global travel bans increase and in-person meetings decrease.

If your business is struggling to meet the demands among this public health crisis, we are here to help.

We provide on-demand OPI – over the telephone and video - access to professional interpreters. These interpreters are available 24 hours a day - 7 days a week and speak over 200 languages.

Our over the telephone interpreting services (OPI) start at $1.70/minute without any minimum fees nor monthly retainers. We simply provide you with an 800 number and a unique access code and in less than 30 seconds you are connected with one of our expert interpreters, keeping your global business humming. For more info please call +1.636.530.1010 or email info@aaatranslation.com.

Coronavirus Deepens Its Toll on Global Business

bill@friscowebsites.com (Bill Sholar) — Fri, 28 Feb 2020 17:14:28 GMT

Declared a global health emergency, the fast-spreading Coronavirus, which has infected more than 60,000 people across the world is impacting businesses, tourism and so much more. With numbers being released daily on the impact of this respiratory illness formally dubbed COVID-19 by the World Health Organization, tensions are rising worldwide with not only healthcare officials, but businesses involved in international travel and affairs.

Travel Bans and Businesses Stranded.

Currently, there are no direct airline services to China from the United States and many other countries, and the U.S. government has banned most foreign travelers who have recently visited mainland China. Dozens of airlines including American Airlines, Delta Air Lines, United Airlines, Air France, British Airways and Lufthansa, have suspended all flights to mainland China at least through the end of this month and in many cases longer.

But still, business must go on despite these ever-growing travel obstacles.

As the U.S. government also releases advice on avoiding travel and large group meetings, businesses are beginning to plan for conferences, meetings and ongoing daily operations in virtual settings.

What does your business working in a virtual setting look like?

For many, traveling to international locations is a daily or weekly operation to meet your business priorities. However, with flights grounded and travel advisories increasing, the need for interpreting in a virtual setting have become a reality for many.

From video to audio, AAA Translation is prepared to offer you a solution that accommodates all your language service needs. Whether it be an in-person interpreter to come to your offices, or an experienced interpreter on the phone or via audio technology, our experience at a time like this aligned with our expertise, provides you with the tools needed to reach your business goals, even virtually.

On Demand Services.

We provide on-demand access to professional interpreters who are extremely versed in communicating both on location and over the telephone. These interpreters are available 24 hours a day - 7 days a week and within 235 languages.

Your global business? We can keep it moving despite the travel restrictions and healthcare crisis unfolding.

...... to be continued

Keeping Your Business Growing Without the Loss of Your Own Voice

bill@friscowebsites.com (Bill Sholar) — Thu, 30 Jan 2020 17:05:29 GMT

Your Growth. Your Hire.

Expansion and growth are an exciting time for so many companies, but as they expand globally, a whole new set of challenges presents itself. From language barriers to culture context obstacles, expanding a business into new markets or collaborating with an overseas partner to promote, sell and grow your business is not easy.

Extensive research and communication with potential partners who may not even speak your language are among some of the most time-consuming tasks of growth on a global level. Often times to reduce those challenges, companies make a quick hire for someone to project manage the expansion and growth. It seems like a very logical hire, but was it the best hiring decision?

Put yourself sitting in a meeting at your dream European location with your new hire who is bilingual and set to help you take on the growth of your business. They have say at the table across from you and dreamed, planned and advised on what regions or partners would be ideal to engage with for the desired growth of your business. However, once they begin to take on these tasks and meet with potential clients for your business, your voice, your vision, and your passion is completely cut out of their sales pitch and while you are no more the presenter, selling your product or service to potential partners, you’re sitting on the sidelines completely clueless on what is being said about your company in another language.

You would want to know what is being said and how what’s being presented is reacted to —but most importantly, you should be the one making the deal, not your new hire. Now we begin to see why the best hire may actually be an interpreter by your side (and on your side), making your own voice heard.

Your voice. Their language.

An experienced and high-quality interpreter has many years of training and experience to take a professional approach at both verbal and non-verbal communication. Beyond the training to memorize long sentences and communicate accurate translation, they are experts at finding the best cultural references of specific idioms for the language they are interpreting into.

In contrast, even though an employee who is also familiar with the subject matter and also happens to be bilingual might seem like a perfect option, they may not be prepared to handle stressful situations or convey the speaker’s entire message. A professional interpreter is trained to follow any discussion objectively.

Your hire. Your Choice.

So! You’re convinced. Now what? How do you find a skilled professional interpreter—in the right location, for the right languages, and with the right industry experience?

That may sound like a lot of extra time and effort—and for you, it would be. But for a professional, vertically integrated language service company like AAA Translation.

How to Translate Keyword Research

bill@friscowebsites.com (Bill Sholar) — Tue, 27 Aug 2019 16:45:36 GMT

To develop content and optimize for search engines, keyword research is an essential task. Keyword research identifies the words, phrases, and language of real search engine queries, allowing content creators to develop assets that speak to the interests and passions of their audience.

Marketers, website owners, and businesses all rely on effective keyword research as part of an overall search engine optimization (SEO) strategy that attempts to place them among the top ranking sites for various queries. But, is it possible to develop a strategy which is global by translating keywords and ranking for multiple languages?

This post considers the ways that translation can be an effective addition to your SEO strategy by converting keywords from one language to another in order to grow an online audience.

As normal text, keywords can, of course, be translated with algorithms. Still, since the exact language of queries are region- and context-specific, you may find that machine learning attempts to translate your site do not make it global-ready. In fact, they can result in your site performing at less than its best by including terms that are unpopular even while technically correct.

For example, for English users it may be popular to look for local establishments with the simple query [marketing agency] and reviewing the results. But, in French, [commercialisation agence] may not be as popular depending on the user who may use simpler terms to find similar results. You would find that those searching for a [marketing agency] could be as high as many thousands whereas [commercialisation agence] is much lower despite widespread interest such entities by other query terms.

If you rely on literal and one-to-one translation for your keywords through an algorithm, you are likely to experience lower user engagement, lower traffic, and, overall, lower interest in your product. It is important than to make keyword research in multiple languages a priority when seeking to optimize a site for a new audience with the help of trusted translation team.

Though they are normal text, keywords can be most effectively translated into a new language through custom keyword research. Remember that effective keyword research involves getting familiar with the words, phrases, and language of real queries launched in search engines. As such, an expert translator can conduct keyword research in multiple languages, giving your site a competitive advantage through insight into your audience's unique turns of expression.

The first step your localization expert will make is to identify the topics of particular interest to your target market. They will include all the important aspects and goals of your business in making a list of suitable topics. In addition, they will use search engines to identify popular terms that real users actually type.

For example, if you were an agency looking to expand your market into the U.S., they would list these popular terms for inclusion in your search engine optimization strategy in English:

[marketing agency definition]
[marketing agency near me]
[marketing agency for seo]

From this initial list of suggested, popular queries, they would dig deep into the performance of these keywords in order to gain more advanced insight into how your pages should position your product in English. Through statistics and analysis provided by tools like Keyword Planner by Google and Ubersuggest, your localization expert would rank keywords by difficulty and search volume.

You can use their insight into the competitive landscape of the terms that foreign users launch into search engines to plan content and pages specific to a region. This will help you make a custom website for the foreign market with terms that will lead to greater engagement, higher traffic, and more sales overall.

Foreign markets, just like domestic ones, prefer sites that are optimized for the actual terms they use. Users are experts at identifying lack of context and poor optimization, and they will choose to bounce from sites that are not tailor-made to their interests in quality ways.

While a mechanistic approach to translating keywords may lead to more trouble than help in giving you terms not in common circulation or which don't fit the context, the expert translator's approach is holistic. It leverages insight into the target language through fluency and assures that the new terms you use for a foreign market are as accurate as they are high-performing.

While keeping your message the same, a translator is poised to take your content and optimize both for foreign language searches but also for the passions and interests of your target audience. Assumptions and cultural sensitivities to language vary widely from region to region, making the need to have an expert translator on board who has knowledge of the local sentiment inherently useful for your global outreach.

Only fluency in the target language and culture can correctly and effectively translate the content and keywords of your website without leading to errors in performance or expression that could cost you time, traffic, and money.

For businesses that seek to launch products and campaigns on a global scale, AAA Translation offers fluency and expertise. Hiring an expert translation firm to handle your transition from one language to another is a smart choice for a company who wants to not only translate keywords, but optimize for an entirely new audience.

AAA Translation is a leader in global languages and consulting that specializes in helping businesses cross language and cultural boundaries with confidence.

98’ AND NOW, CULTURAL ISSUES IN DISNEY’S MULAN

bill@friscowebsites.com (Bill Sholar) — Tue, 20 Aug 2019 18:42:44 GMT

DISNEY’S MULAN DOES NOT HONOR TRADITION

If one has lived in a particular society for some time and come to understand its language, its roots, its traditions, one sometimes wonders what new chances can be taken on cultural classics. Such is the case with Mulan. Recently, we have become aware of a trailer teasing a live-action version of the Disney’s take on the fourth century poem, Ballad of Mulan. With it, we observed the same (or at least a similar) lack of attention to cultural contingencies that make it quite controversial with Chinese audiences.

Most adaptations require some fidelity to the original work on which the adaptation is based. They don’t require transliteration as much as a holistic understanding of the text and its context. In short, adaptation demands translation as much as it requires a human rendering of the social climate, passion, and history in which it exists. While anyone can try their hand at changing a classic to fit modern styles of consumption and new tastes, we must remain vigilant that we are not losing the soul of the work in our attempts to modernize cherished stories.

This complexity, context, and cultural contingency is best addressed by an experienced localizer who understands the language as abstractly as they do personally, always knowing and making the work of translation into the interpersonal and political act that it is.

In the most general way, the issue with the Mulan of today remains unchanged from the 1998 version, and it seems no attempt has been made to change its status as a cultural flop abroad. This issue is the lack of cultural sensibility about the source material, what it means to those who cherish it and how it translates to their experience of the world.

Simply because all three versions (the 2019, 1998, and fourth century) feature a woman at their center does not mean they bring the same meanings of empowerment to the Chinese audience. As students, many of the viewers of the coming and past Mulan films by Disney were asked to recite the poem as part of their education. It symbolizes female power as much as family. Instead, Disney has chosen twice to depict Mulan in the twist of a romantic subplot which takes away from its powerful message about female empowerment, independence, and ability.

In addition, Mulan strays from its roots in folklore and national identity. We predict that the live action version will be met with the same political and personal offense that the first film brought. In fact, because the first film was such a widespread failure, it may not even make it to Chinese shores. Perhaps that is for the better as Chinese audiences will be spared a live action interpretation that strays so far from its inspiration.

For businesses that launch products and campaigns on an international scale, AAA Translation offers expertise and fluency in cultural sensibility, history, and context. Hiring an expert translation firm to handle everything from marketing copy to interpersonal emails is a savvy choice for a company that does not want to lose esteem and favor to costly international mistakes.

AAA Translation is a leader in global languages and consulting that specializes in helping businesses cross language and cultural boundaries with confidence.

Lindbergh Love Story

bill@friscowebsites.com (Bill Sholar) — Thu, 01 Aug 2019 19:45:03 GMT

Missouri History Museum Exhibit, with translations by AAA Translation

If you happen to be in St. Louis, Missouri be sure to visit this exhibit at the Missouri History Museum and notice the bilingual exhibit translations courtesy of AAA Translation. This exhibit runs through September 2, 2019.

HUMAN TRANSLATION VS. ARTIFICIAL INTELLIGENCE

bill@friscowebsites.com (Bill Sholar) — Wed, 17 Jul 2019 17:28:45 GMT

WHITE PAPER

AAA TRANSLATION

HUMAN TRANSLATION VS. ARTIFICIAL INTELLIGENCE

LANGUAGE PROCESSING IS NOT PROFICIENCY

According to experts, language processing is how artificial intelligence tools like Google Translate attempt to understand and transform language. Machines use statistical models and algorithms of usage in order to attempt to understand human expression. This should be considered a second- tier approach to translation. Most experts agree that although machines reply to queries and transform lexical input, they do not comprehend meaning in an abstract sense. Tools translating on a statistical basis thus open themselves to error in style, tone, and connotation at frequent intervals (depending on the complexity of the language involved).

Most businesses require more than high- functioning guesswork based on probabilty. They need exact translation. They demand the transition from one native expression to another to be lossless and non-literal. While anyone can request that Google Assistant transform a foreign menu item into known words, we must all remain aware that machines do not yet understand language in a strict sense (though they are excellent at giving that impression).

Context, complexity, and constraint remain the domain of the human translator who comprehends abstractly, making successful translation independent of the literalism and blandness machines have introduced.

In its most advanced form, natural language processing (NLP) is responsible for the widespread misunderstanding that machines “speak” and “translate.” This subset of artificial intelligence is deceptively named considering machines process each term independent of their order to “naturally understand” commands and texts.

Simply because you can ask Google for the [weather in Denver] or [Denver weather] does not mean that you can rely on language processing for the fluency that international business and branding demand. Language depends on the order of words (syntax) to produce abstract meanings, and this is another sense in which we must admit the actual limits of this decade’s favorite machines.

The truth is that artificial intelligence requires humans to fill in when a mathematical lack of understanding betrays itself through awkward phrasing and fallback replies. (To bad there is no citation for the witticisms that Siri can parrot.) When, however, an expert, human translator approaches a high-stakes sales document for an international company, they consider the culture and context of language while summoning their own creativity to write words that abstractly mean the same thing across time, space, and culture.

For businesses that deal internationally, stakeholders and professionals must still rely on the good sense, authentic fluency, and creative capability of human translators. Hiring an expert translation firm to handle everything from marketing copy to interpersonal emails is the smartest choice a firm can make if they value their clients' experience of their brand.

AAA Translation is a leader in global languages and consulting that specializes in helping business cross language and cultural boundaries with confidence.

Download a print-formatted copy of this report

International Trade Show Tips

bill@friscowebsites.com (Bill Sholar) — Fri, 24 May 2019 18:22:01 GMT

Whether you are entering overseas markets or looking to expand your brand’s global footprint in general, exhibiting at international trade shows can be a critical factor in your global success.

Here are some tips to help you succeed:

Budget more time planning for an International Trade Shows than a domestic one!

Obtain visas and or passports weeks sometimes months in advance – for example, China and Brazil require business visas for US citizens.

Arranging flights and accommodations may require more time as international trade shows attract a larger number of attendees than domestic ones.

Cultural competency training to learn about proper dress code, local business etiquette, rules of small talk, shake hands or not.

I was once a witness of an American-Japanese meeting where the Americans were doing the best to perform a spectacle of deep bows in front of the Japanese while the Japanese were extending their hands for handshakes. Both sides wanted to be courteous and recognize the other side’s custom. In today’s inter-connected world situation this is standard.

Localizing collateral material and banners. Make sure to allow space for language translation as some languages expand during translation, like German and Spanish. Use proper colors, fonts, graphics with local people dominant to the region.

Translate business cards: English on one side and the local language on the other side. Remember, your phone number, address or company’s social media account may not be enough. For example, WhatsApp, less used in the US, is widely popular anywhere else and substitutes regular cell phone communication. In China, on the other hand, probably nobody will be impressed with your Facebook or Instagram following, but you can get ahead with opening a Weibo or Renren account.

Interpreters are of utmost importance

Make sure to have at least one bilingual person in the booth at any given time. If you have a bilingual employee, then he or she might be a good option. Otherwise, hiring a professional interpreter for the trade show is a smart move. English is widely spoken in international business but using a client’s native tongue is a professional courtesy and can help you make connections faster, thus saving money in the long-term. We have seen it repeatedly.

Be sure to provide accurate price quotes for your products including CIF (customs, insurance, and freight) for the local market.

Always include product samples in your luggage in case of an emergency. The original shipment may be delayed in shipment. It may seem like an extreme precaution, but your team will be an in extreme predicament if they are stuck in the booth without any samples at all (do double check airline transport regulations and customs laws beforehand.)

To conclude, being represented at a trade show requires preparation. The earlier you engage the right localization team the better, thus staying ahead of the competition.

At AAA Translation, we have localization experts and local teams ready to make your trade show a success.

Remember: A 2014 survey by Common Sense Advisory (“Can’t Read, Won’t Buy”) found that 75% of 3000 global consumers indicated that, when faced with a choice between two similar products or services, they would choose the one offered in their native language.

Client Testimonial:

Just arrived in the office from the FESPA trade show in Germany.

The response to the banners your company interpreted for us was remarkable. Several individuals told me they were very good and accurate. One person asked if we had a partner in Germany, because they thought the German banner had been done by a local.

Thank you again for the wonderful work your company provided.

BBC Industries, Inc.

How to effectively write for translation

bill@friscowebsites.com (Bill Sholar) — Mon, 18 Mar 2019 00:00:00 GMT

Writing for translation is more complex than it sounds - the way a text is first written can either make or break it in terms of final translation quality.

You probably already know how many things might go wrong: incorrect translation stemming from a badly written text can result in misunderstandings, lowered sales, offending your potential clients, or even law suits. But there’s something that can make translating easier from the start.

Here are some tips:

1. Develop a style guide and stick to it: is your brand vocabulary flowery and creative? Or simple and straightforward and focused on the goal? Relatable and witty or dry and professional? Once you are aware of these things, your message will be cohesive, and it will become visible in the translation as well.

2. Share the resources . Share the style guide with the translators, they will be thankful and will be able to stay on brand, instead of having to guess your intentions. Is there anything in the text that might be unclear for non-native English speakers? Include a link to a definition. Pictures and websites speak a thousand words. Something that is obvious for you might be a bump for your translators.

3. Keep your sentences short and simple . That’s not to say you should write in Simple English. Don’t worry, a good translator will be receptive to the nuances of the text. But often you will discover that you made the original version better.

4. Avoid using abbreviations and acronyms unless you explain or define them when they are first mentioned.

5. Be careful with idioms, jokes, and metaphors . These travel badly and can be easily damaged during their trip. Real-life example: one of the translators on my team was wondering why the writer wants us to keep our heads up. Should we be looking at the sky? You cannot always foresee what will create confusion, but if there’s a chance it might, try to avoid it, or include a short explanation.

6. Most importantly, communicate, listen, and understand . Another real-life example: many moons ago, I translated a cover of an American magazine from English to German. The American manager, after seeing the original Computer Science translated as Komputerwissenshaft , asked me to shorten the word or split it into two. The only “minor” issue with that is you cannot cut a word in two in German.
His intentions were good: he wanted the German version to look as good as the English one. He just didn’t realize that English text is often shorter than other languages, which means more space is needed for expansion (sometimes up to 40%!)

As someone who knows five languages, I can guarantee you that the differences between languages often run deeper than one would assume. If the translator says that something needs to be worded differently, you might want to take their word for it. Yes, it might require a leap of faith, but that’s the reason to work only with translators you can rely on!

Can the Human Translator be Replaced with AI?

bill@friscowebsites.com (Bill Sholar) — Tue, 22 Jan 2019 18:07:03 GMT

Let’s say you have a product description, an instruction, or a website that you need to translate into a few different languages. Hiring a translation agency to do it would cost time and money. But there’s an easy shortcut that we’re all too familiar with: Google Translate. A couple of clicks and, voila, international versions of your document are now available. If you don't like Google (who are you??), there's Microsoft, Yandex, or DeepL translator. What connects them? They’re all free and automated, praising themselves for using the newest technologies, the largest databases, and the most sophisticated algorithms.

What could go wrong? Well, the Internet has plenty of examples. [ https://www.babbel.com/en/magazine/15-best-google-translate-fails/] . Even simple phrases can get mistranslated. For example, “Fall Protection” becomes "Otoño Protección" in Spanish, ie “Autumn Protection.” Apparently, we need protection from foliage.

More surprisingly, the machine can even have problems with counting. A chef for the Norwegian Olympic team was trying to order 1,500 eggs for his athletes. Who knows what Google Translator was thinking (was it?) when it translated his message into Korean as 15,000 eggs. [ https://www.thrillist.com/news/nation/olympic-chefs-eggs-google-translate-fail# ]

There’s a straightforward reason for these fails: the machine doesn’t try to understand the context, it just decodes. Every good translator will tell you that to make a good translation they need to understand what is being written. They’ll read the text first and then move on to translating. Otherwise, the translation, even if it is grammatically correct, will end up being inappropriate in tone, potentially offensive, or at the very least will sound unnatural.

Google and other Internet companies are well aware of the shortcomings of their translation services, and they are continually improving them, recently focusing on “machine deep learning.” What does that actually mean? To put it simply, the computer’s understanding of the language improves with the amount of information it processes, and the mistakes become less.

So yes, automated translations are getting better. You can decide they’re good enough for you, especially if you only need an approximate idea of what a document is saying. However, besides still being far from perfect (or even as imperfect as human translators,) machine deep learning has another very serious caveat.

Companies like Google and Microsoft note in their terms of use that they have the right to use your every entry to improve future searches. They also retain the right to use the information you provide in very different ways. That means that entering sensitive legal, medical, or HR information might violate non-disclosure agreements and result in serious fines. And even if this worst case scenario doesn’t come to pass, you will never be able to know exactly where the information you entered is available or to whom it might have been sold. Are you ready to take that risk?

At the end of the day, deep learning, no matter how well it is designed, is probably not on the side of your business.

We still don’t talk to machines as much as we do to other people. And another person can get your message across most accurately. An experienced translator who understands context, style and tone can better represent your brand. Additionally, you will need a trustworthy agency who will keep your information safe and be able to deliver translations in different languages, all of them at a high standard.

That’s exactly what we offer. We have years of experience translating for different industries and into different languages. We gained trust of multiple clients big and small and can deliver the product adapted to your specific needs. To learn more, please contact us at 636 530 1010.

Complimentary Holiday Greetings in 33 languages - feel free to use

bill@friscowebsites.com (Bill Sholar) — Tue, 11 Dec 2018 11:32:55 GMT

In a global and multicultural environment, the choice of words needs to be carefully thought out and suitable for your target audience. As you probably don’t have the time or resources to create personalized greetings for everyone, neutral taglines such as “Happy Holidays” and “Season’s Greetings” are safe bets, applicable to audiences across all regions and faiths.

To help you share the multilingual goodwill, we’re providing you with the translation of “Happy Holidays” or “Season’s Greetings” in 33 different languages:

Catalan

Chinese

Croatian

Danish

Dutch

English

French

Gaelic (Irish)

German

Greek

Hawaiian

Hebrew

Hungarian

Icelandic

Scots Gaelic

Italian

Japanese

Korean

Latin

Lithuanian

Mandarin Chinese

Persian (Farsi)

Polish

Portuguese

Romanian

Russian

Slovenian

South African (Xhose)

Spanish

Swedish

Turkish

Vietnamese

Welsh

Bones Festes!

节日快乐

Sretni praznici!

Glædelig jul og godt nytår

Prettige feestdagen

Happy Holidays!

Joyeuses fêtes !

Beannachtaí na Féile

Frohe Feiertage

Καλές διακοπές! (kales diakopes)

Hau’oli Lanui

חג שמח

Boldog ünnepeket!

Gleðilega hátíð

Laethanta saoire sona

Buone Feste!

良い休日をお過ごしください

행복한 휴일이 되십시오!

Felix feriarum

Linksmų švenčių!

节日快乐!

سال نو مبارک!

Wesołych Świąt

Boas Festas!

Sărbători fericite!

С праздником!

Vesele praznike!

Holide Ezimyoli

¡Felices Fiestas!

God Helg

Mutlu tatiller!

Chúc kỳ nghỉ lễ vui vẻ!

Cyfarchion y tymor

Happy Thanksgiving

bill@friscowebsites.com (Bill Sholar) — Wed, 21 Nov 2018 15:37:37 GMT

Thanksgiving Traditions around the World – Not just an American Holiday, Thanksgiving is celebrated around the world. Although the dates and customs are different, each country’s holiday revolves around the concept of gratitude. Click to see our Thanksgiving newsletter to learn a lot more!

Did you know?

bill@friscowebsites.com (Bill Sholar) — Wed, 31 Oct 2018 15:50:43 GMT

If visitors can't read your website, they won't buy your product or service!

72% of internet users prefer a language other than English.

80% of people say they are more likely to purchase a product or a service that is presented to them in their own language.

I'm sure you have visited a non-English website and left immediately if you didn't know the language, I know I have. Check out our website AAATranslation.com. W e drive global traffic to our site by offering languages on the top right page and in the visitors native language. Lots of times the languages are buried along the bottom of the web page stating: Choose your language (in English!).

Content localization is a true revenue driver and it will majorly increase lead generation, improved user experience, increased buyer engagement and consistent global brand messaging when translated and localized by experienced and vetted human translators.

Perfect example when trying to do it yourself:

Why Netflix shuts down its own Translation Portal Hermes

https://slator.com/demand-drivers/why-netflix-shut-down-its-translation-portal-hermes/

But where do you start?

How do you start reaching more prospects in other languages?

Great news: it’s not as daunting as you think it is.

20+ years of experience and top-notch quality has won us world-wide recognition. We offer an accredited service, with a 100% quality guarantee on all our services. Contact us for a complimentary global consultation at +1 636 530 1010 or sevens@aaatranslation.com .

“AAA Translation did a wonderful job translating the web site and it was done in a very timely manner. Thank you for all your hard work and patience with this project.” SSM Health

Bilingual employee or relative translate at your own risk

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 11:03:35 GMT

Have you ever turned to your bilingual employee or relative to provide a business translation for you? If the answer is yes, you could be making a huge and costly mistake.

You wouldn’t have your company’s tax returns prepared by business students to save money? Nor would you approve of medical students performing minor surgeries!

Our example:

A well-known St. Louis university received a grant from a technology company to create a language translation lab and employ graduate students to translate highly technical software. Not having any knowledge of the high-level technical background required, the graduate students were pulled from the project and AAA Translation stepped in and provided tailor-made translation & localization services.

It is important to know that there are vast differences between bilingual employees and translators and recognizing the difference between the two will help you avoid costly mistakes.

Professional translators are writers who produce texts that read as they were produced in the target language. Translators are fluent in their source language and are subject matter experts. They are above all effective bridges between the languages they work in; they can render the message of the original text, with appropriate style and terminology, in their native language.

The American Translators Association (ATA) gives this example of a marketing translation by a bilingual employee:

Lina’s, a pricey French sandwich chain, advertised for franchisees abroad with a text concocted by a self-proclaimed bilingual employee.
Slogan: “Tomorrow, we will expect on your dynamism.”
Response: Zero.

Ultimately, the price of failing to produce quality translations is significantly higher than performing the translations appropriately at the onset. The best way to prevent costly translation errors is to have your documents translated by professional translators. This guarantees that documents are prepared properly and will be able to withstand thorough examination. Remember, while high-quality translation services can be more expensive, they are still far less expensive than translation errors that can literally cost you millions:

http://mentalfloss.com/article/48795/9-little-translation-mistakes-caused-big-problems

Client Testimonial: Just arrived in the office from the FESPA trade show in Germany.
The response to the banners your company interpreted for us was remarkable. Several individuals told me they were very good and accurate. One person asked if we had a partner in Germany, because they thought the German banner had been done by a local. Thank you AAA Tranlsation for the wonderful work your company provided - BBC Industries, Inc.

Translation services sticker shock

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 11:02:47 GMT

Translation services have been there since the industrial revolution and its growing tremendously due to the growth of the global economy. According to a report on " The Language Services Market: 2018 " by Common Sense Advisory (CSA), the global market for outsourced language services and technology will reach US $46.52 billion in 2018. As organizations both large and small make their products and services available in more languages, CSA predicts that the language services industry will continue to grow and that the market will increase to US$56.18 billion by 2021.

The cost of translation services can be met with a measure of sticker shock.“Why,” a company wonders, “does it cost that much for someone to translate from one language to another?We already did the hard work by creating original content.Can’t they just pop it into Google Translate, and voilà?”That kind of question is quite common, and a comparable question as a response is, “Does your doctor simply use WebMD to diagnose you?”Most of us would probably lose confidence, if not become terrified, if our doctor would decide to strictly rely on WebMD to diagnose us.Likewise, using online translation apps isn’t a best practice when in need of certain types of translation.

Every culture has subtle, day-to-day customs. If you are planning to market in a global context, “localizing” all your marketing materials and website can make the difference between your product being embraced or rejected. It’s important to integrate cultural niceties and to avoid insulting your target audience in all aspects of marketing; colors, images, and translations, and even gestures and body language

The importance of a qualified and reputable translation agency

Working with a reputable translation agency is comparable to using the right doctor or auto mechanic.A cancer patient would not use her primary care physician to diagnose and treat her cancer; she would seek out an expert oncologist.A Porsche owner would not take his 911 Turboto a repair shop that only specializes in American-made cars; he would seek out an auto shop specializing in German performance vehicles.Similar to how it would be a bad idea to have the wrong type of doctor treat your ailment, or how taking your car to the wrong repair shop would not result in the most expert opinion about your car, using the wrong type of interpreter could end equally as badly.For example, it is common for someone going to the doctor to use a family interpreter instead of a medical interpreter.While the family interpreters might be sufficiently intelligent, they often lack medical understanding , may lack the ability to remain impartial in a stressful situation, or they could feel liable if information is inaccurately translated and something goes wrong. In fact, studies have shown that medical error is the third-leading cause of death for Hispanic Americans .Using a medical interpreter could potentially prevent many fatal medical errors and situations such as this one:

Is this the most expensive medical translation error?
Willie Ramirez and the $71 million word.

Willie Ramirez was only 18 and out with friends when he suddenly developed a splitting headache. By the time he got to his girlfriend’s house, he was barely conscious. They rushed him to the hospital, but he woke up paralyzed. He will never walk again. A brain bleed left him a quadriplegic for life, but it didn’t have to be that way. The hemorrhage should have been treatable, but the Ramirez family did not have access to a Spanish interpreter. So, when they told the emergency room doctors that they believed Willie was “intoxicado,” he was treated for a drug overdose. As Health Affairs explains, “intoxicado” is not the same as “intoxicated.” Among Cubans, “intoxicado” is kind of an all-encompassing word that means there’s something wrong with you because of something you ate or drank. I ate something and now I have hives or an allergic reaction to the food or I’m nauseous. Doctors only discovered the hemorrhage after days of improper treatment. By then, it was too late. The hospital, which should have provided a professional interpreter, is liable for a settlement of approximately 71 million dollars to pay for Willie’s care for the rest of his life.

It’s worth the cost

It is understandable that the cost of paying for translations or interpreting might not be a cost you initially calculated into the budget.However, it is a good practice to make a habit of anticipating that translation services will be part of your operating expenses, if you plan to reach the appropriate audience with accuracy, and if you hope to prevent costly (perhaps even deadly) errors.If you are willing to roll the dice and hire any ole bilingual person for your translating needs, we can recommend some cheap plastic surgeons for that face lift you’ve been considering.Not to worry—they are great doctors:pediatricians-turned-plastic surgeons.You’ll be in good hands.

An International Spectacle: Russian interpreter in the spotlight

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 11:01:47 GMT

An interpreter’s role in government investigation

One might imagine that interpreting begins like a game of operator. The lead person whispers something in his neighbor’s ear, who whispers something in her neighbor’s ear, and on down the line until the speaker at the end of the line delivers the message to the group, and the original messenger determines how much of his message remains intact. Whose responsibility is it to ascertain that the message does not become misconstrued with each pass? What are the ramifications for a morphed message?

Not Child’s Play

In the elementary game of operator, the stakes are low. However, translating and interpreting are ever-present necessities in the real world. Due to technology and diplomatic relations, the world feels increasingly smaller, and the topic of translation/interpretation has been thrust into public awareness with the recent debate over the transparency of the notes obtained by Maria Gross, the interpreter for the press conference in Helsinki between Donald Trump and Russia’s president, Vladimir Putin. The reason this is such a hot topic is because interpreters are not typically asked to appear in court to testify about the details of a discussion in which they have played a role—the interpreter has historically remained all but invisible due to the nature of the job.

Politician vs. Civil Servant

In order to understand the controversy surrounding this situation, it is important to clarify an interpreter’s role in the government. Unlike politicians, lawmakers, and even court reporters, interpreters are considered civil servants, who are employed by the government, but are not expected to divulge their lives as publicly as higher-ranking government officials often do. A civil servant’s job is to use his/her skills to uphold the policies mandated by the government. In the case of being an interpreter, the main component of the job is to use his/her skill-set to provide the oral translation of speech.

The Interpreting Process

Similar to the game of operator, interpreting is not an exact science. Accurate interpreting requires not only an ability to listen, understand, and speak a language, it also requires much consideration for the two cultures in the dialogue. For example, some words or concepts are not able to be directly interpreted verbatim between two languages. This concept might be a headscratcher, until one stops to consider that experiences vary from culture to culture, and language is largely determined by experience. There is a certification process for certain types of interpreters at different levels, so an interpreter at this level (interpreting dialogue between two powerhouse nations) would have the best understanding and most experience within these two cultures. Despite the credentials of this executive interpreter, expecting that a conversation, taking place in two languages between two very different cultures, would flow with the same ease and rhythm as a dialogue between close family members is not a fair expectation. Rather, the interpreting process is initiated prior to a meeting, where one party will set an agenda, and perhaps the other party will also submit items to be discussed, in order to give the interpreter an idea of where the conversation is headed, and the kinds of topics that will be on the table. During the meeting, the interpreter will take notes on the conversation, in order to provide the best possible interpretation of the words and concepts that have been spoken.

Meeting Minutes

So, why wouldn’t the notes taken by the interpreter be subject to subpoena during an investigation? To simplify the answer, the notes taken by the interpreter do not serve as an official record of the meeting that took place. The notes are uniquely for the interpreter to use for his/her own personal assistance, to help interpret or to serve as a reminder of important details within a discussion, but they are not intended to recreate an account of a conversation for later use.

The Essence of the Job

The best way to understand why many people feel an interpreter should be exempt from subpoena in a situation like this is to view the interpreter as simply an extension of the speaker—the interpreter has not come up with original thoughts or statements, rather he/she is a medium for two parties to communicate. If an interpreter is to perform his/her job effectively, it is imperative that the focus be on the accurate translation between two parties, and not on the concern with the accurate record-keeping of the conversation. If an interpreter is suddenly tasked with the burden of recreating an account of a very sensitive meeting, it would likely take the focus off the essence of the interpreter’s job—which is to interpret—and this could adversely affect the quality of the interpreting. Furthermore, in the case of Maria Gross, this is a prime example of a civil servant being pushed into the spotlight, which isn’t necessarily part of her job description and understanding, as it is for many politicians and public figures. There is a collective understanding of the existence of an ethical code for providing notes to outside parties. Interpreters need to feel secure in their ability to do their job, without the worry of subpoena and international public controversy. This is how interpreting differs from the game of operator: interpreting is not a game. Providing respected interpreting for two powerful nations is a consequential task, and the stakes are very high. In summary, the interpreter is not the court reporter, and a best practice would be that this role not be regarded as such.

Let us know your thoughts!

The Art of Translation

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 11:01:04 GMT

"The difference between the right word and the almost right word is really a large matter — it’s the difference between lightning and a lightning bug”

Mark Twain

Don’t assume that all native speakers are able to translate and just being bilingual doesn’t cut it either.

Translating takes years of experience and detailed subject matter knowledge. Translators work into their native language. They need excellent writing skills in their target language, and excellent comprehension of the source language. They must possess in depth subject matter knowledge.

Back in the day, I was a technical translator for manufacturing companies and I used to walk onto the manufacturing floor to learn the ins and outs of the respective machinery and its functionality before I even started the translation process.

So how do we do it and what do translators have to watch out for?

Tone and style of a language is the most important part of the translation process. This requires a lot of experience and know-how. Tone of voice is also of high importance. Are you thinking of translating a fun video, an operating manual or a legal document?

Synonyms can be disastrous. Certain words mean different things in other languages, they should not be used interchangeably, you may offend someone!

Cultural aspects must be taken into consideration. In order to comprehend such, translators must know all the subtle differences and live in the country the text is being translated into. Idioms and phrases hardly ever translate into other languages.

An experienced German translator knows that “There is no fool like an old fool” translates to “Alter schützt vor Torheit nicht”.

Languages are different and word-for-word translations do not work. Each language has its own style of grammar, its own style of writing, some languages don’t follow the subject verb order in sentences. Different languages, different grammatical structures.

Proofreading is a must to eliminate mistakes like missing punctuation, incorrect spelling and context errors. Our proofreaders will make sure that this won’t happen and saving you money in having to fix costly mistakes afterwards.

Therefore, we prefer to work only with translators that have a degree in translation, at minimum of five years of experience, industry specific knowledge, and they must sign an NDA with us, so you can be rest assured your sensitive material is in good hands with us.

Need help or have questions? We are happy to share our years of global business experience and our advice is always complimentary.

Call us at +1 636 530 1010 with any questions you may have and we will provide you with 10% off your next translation project.

Have a great spring. Susanne Evens, Founder & CEO AAA Translation

AAA Translation and Vidzu Media Announce Partnership

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:59:10 GMT

New Partnership Offers Video Translation Services

ST. LOUIS – Vidzu Media® and AAA Translation announce a strategic partnership between the two St. Louis-based companies. With this new partnership, AAA Translation and Vidzu Media will be able to offer video subtitles, voice-over translations and new audio, dubbing and transcripts to expand their clients’ reach around the world for small to enterprise-sized clients.

This strategic partnership between Vidzu Media and AAA Translation sets these two companies apart in today’s competitive global economy. The combined focus of the two companies and their unique, international video and motion content services will also provide businesses worldwide with a new realm of state-of-the-art communication tactics and tools.

Olympic Translation Challenges

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:58:03 GMT

Ever thought about the language challenges at the Olympics?

I have to admit, I'm an Olympic fanatic and every two years it's a thrill to watch these talented athletes compete.

We have had the privilege to translate for the IOC before and since 2003, we have translated over 50 sports books from German into English for Meyer & Meyer Sport in Germany.

If I Knew Then...

Mon, 29 Oct 2018 10:57:17 GMT

Crain's St Louis asked about mistakes that have shaped my business philosophy.

IMMIGRANT ENTREPRENEUR AWARD HONORS LOCAL PROFESSIONAL

Mon, 29 Oct 2018 10:56:13 GMT

Chesterfield Magazine

Chesterfield resident Susanne Evens, founder and CEO of AAA Translation was selected as a 2017 Immigrant Entrepreneur award recipient at the St. Louis Mosaic Project’s annual award ceremony that celebrates St. Louis community leaders. She established her Chesterfield-based foreign language translation and global consulting firm in 1994, which now offers services in 150-plus languages.

Read more at http://www.chesterfieldlifestyle.com/2017/10/25/november-2017-around-town/

Business Award

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:55:03 GMT

Susanne Evens , founder and CEO of AAA Translation, received an Immigrant Entrepreneur Award from the St. Louis Mosaic Project.

http://www.stltoday.com/business/local/business-bulletin-board/article_4323f732-9828-5d5e-931a-e3176ccecfd4.html

AAA Translation Becomes Thirteenth Mosaic Ambassador Company

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:54:11 GMT

FOR IMMEDIATE RELEASE

August 30, 2017

Contact: Vin Ko Susanne Evens

Senior Program Manager Chief Executive Officer

St. Louis Mosaic Project AAA Translation Co.

vko@worldtradecenter-stl.com sevens@aaatranslation.com

AAA Translation Becomes Thirteenth Mosaic Ambassador Company

AAA Translation has been a long-time supporter of St. Louis Mosaic Project, but is most recently contributing by joining ranks of the Ambassador Companies. AAA Translation is based in St. Louis and operates globally under its founder and Chief Executive Officer, Susanne Evens.

Since 1994, the company has offered translations services. Today, the company has evolved to provide multi faceted global solutions and services including:

Translation (for websites, print, video, technology and more)
Localization
Technology integration solutions
Foreign language video production, including creation, subtitling, voiceovers and marketing
Interpretation for conferences, trade shows, meetings, healthcare settings, tours and more
On-demand telephone interpreting
Global consulting
Language and cross-cultural training for individuals or groups

AAA Translation employs full-time and part-times individuals in St. Louis as well as contracted translators located all over the world. Translation services are provided in 150 languages at any time of the day. Clients utilizing one or more of AAA Translation’s services range from a variety of industry and size, examples being: Energizer, Enterprise Rent-A-Car, Boeing, and Arch Grants. The company offers free consultations that can be requested here.

Susanne Evens founded AAA Translation directly following the move from her hometown, Aalen, Germany. Her entrepreneurial success and immigrant experience have inspired her to live a life of giving through cultural exchange. She has been a St. Louis Mosaic Ambassador since the organization’s inception as well as having served on the boards of the World Trade Center- St. Louis, the German American Heritage Society, and The Missouri Humanities Council and Trailnet. Evens’ work has been featured in National Public Radio (NPR), BusinessWeek.com, Bloomberg Business News and many St. Louis Publications.

Going further, Evens has been the president for over 10 years of the St. Louis – Stuttgart Sister Cities program, the oldest sister cities partnership in St. Louis, established in 1960. Throughout her presidency she has organized major events and fundraisers, maintains the exchange programs between three local high schools and three high schools in Stuttgart, and three local universities and the University of Stuttgart, Germany, and has facilitated official trade delegations between the Sister Cities.

AAA Translation will continue fostering diversity and inclusion at the workplace by spreading information about St. Louis Mosaic Project by distributing literature on the programs as appropriate, participating in Mosaic volunteer opportunities, and encouraging those involved with the company to become Mosaic Ambassadors.

About the St. Louis Mosaic Project

The St. Louis Mosaic Project was launched in 2012 in response to an economic impact report that showed St. Louis was lagging in immigrant growth and highlighted the potential economic benefits of increasing its foreign-born population. The Mosaic Project is a regional initiative that is professionally managed by St. Louis Economic Development Partnership, World Trade Center and a 27-member committee. Its goal is to transform St. Louis into the fastest growing major metropolitan area for immigration by 2020 and promote regional prosperity through immigration and innovation. Learn more at www.stlmosaicproject.org .

About AAA Translation Since 1994, AAA Translation has offered comprehensive yet simple solutions for multi-faceted global businesses anywhere in the world. The company’s objectives are to provide world-wide consultation services for the global marketplace, coupled with high quality, broad-based translation and interpretation services in 150+ languages. AAA Translation uses top-of-the-line language translation technology and interpreters, backed by state-of-the-art equipment in order to provide each and every client the personal, professional service they expect and deserve. At AAA Translation, “We’ll Take You Global.” Learn more at www.aaatranslation.com .

10 languages for the Whitney Museum of American Art, New York

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:53:12 GMT

..... and the winner of the Starbucks gift card is:

Congratulations to Todd Schinsky with DAP Products, Inc.

Last month's trivia question was: What is Tsundoku?

The answer is: THE ACQUIRING OF READING MATERIALS FOLLOWED BY LETTING THEM PILE UP AND SUBSEQUENTLY NEVER READING THEM

Just another day in the Life of AAA Translation:

"When The Whitney Shop decided to make a series of design-centered postcards featuring 10 different world languages, we needed a partner who would not only make sure the translations were accurate, but the nuance of the meaning was captured. This project was as much about the look and feel as it was about the words, so we needed guidance regarding not just language, but appropriate places to create line breaks and Carol and Susanne held our hands every step of the way."

Whitney Museum of American Art, New York

http://shop.whitney.org/gifts/world-language-postcard.html

Translation is not a word-for-word change from one language into another.

Translating ads and marketing messages are complex activities usually requiring more than just translation, it requires quite some research and knowledge. Besides the fundamental ability to understand and translate text into another language, the main skill needed-yet always overlooked-is the ability to craft, write and produce short, engaging headlines, body copy, and taglines that effectively reach their audience.

These are commonly known as "transcreations", recreating marketing messages in other languages for consumers in different regions and cultures so they look and feel tailor made for that specific country.

Contact us for a free consultation on how we can help you with your global marketing messages.

Facebook Engineer on why Translation is still hard

You know neural machine translation (NMT) is reaching the peak of inflated expectations on Gartner's Hype Cycle when engineers of giant tech companies proclaim on stage that the end game for the technology they are working on offers nothing short of making the world a better place.

On April 19-20, 2017, Necip Fazil Ayan, Engineering Manager at Facebook, gave a 20-minute update at the F8 Developer Conference about the current state of the art of machine translation at the social networking giant.

https://slator.com/technology/facebook-engineer-on-why-translation-is-still-hard/

Language is Big Business

The language industry is big business, with the worldwide language services market growing at an annual rate of 5.52%.

The Centre for Next Generation Localisation reports that localization is the 4th fastest-growing industry in the United States. And, Inc. Magazine lists the language industry as one of the top industries for starting a business.

The industry is diverse and technology-driven, with an increasing impact on both global and regional economies.

Here are three key facts to consider:
The size of the overall global language industry in 2016 is estimated at $40 Billion (USD), with estimates of up to $45 Billion by 2020.

The projected growth rate is 6.5-7.5% annually through 2018.

St. Louis Regional Chamber and Explore St. Louis foreign language video production

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:52:02 GMT

Do you know what Tsundoku means?

Email the correct answer to carol@aaatranslation.com and you could win a Starbucks gift card.

Each day, we handle many different language related projects and today we want to showcase a cool foreign language video project:

The St. Louis Regional Chamber and Explore St. Louis engaged us to create foreign language voice-overs of this video showcasing St. Louis:

How did we do it?
First, we took the English script and localized it into all the target languages. This was performed by expert in-country translators, making sure the words and phrases are common within that culture.

Because you really don't want this to happen when using Google Translate:

Not only did we translate/localize the script, we also calculated the exact time it will take to fit the new language into the allotted (English) time provided.

Language expansion/contraction - a natural occurrence
Each language has different structures. For example, Japanese could expand by up to 60% and German or Spanish can be longer than English, too. A literal translation of an English voice-over script can be too long to fit in the allotted time, and the script could sound like a horse racing commentary. We wanted to avoid that at any cost.

This is where our consultative approach helps - we can advise you on how to streamline the script. We have in-house editors who can help suggest changes to the script without changing the message, or we can also rewrite the video for each appropriate market.

Do you like my voice?
It's really important to choose a voice that is not only really nice sounding, but also fits the message. So think carefully about the type of voice you need. What language and what kind of accent? Do you want your artist to sound cheerful or formal? Always look for a voice that suits the genre of your video. For example, if you choose to make a video for an advertisement, the voice should sound lively and energetic, not boring or annoying.

For this project, we chose a lively and energetic voice.
By choosing the right voice, you'll engage your target market again and again.

The importance of the right Accent
The artist must speak both languages well, as a poor accent could ruin your credibility in a new market. The problem with the wrong accent is that the listener may be distracted by the speaker's accent, and not listen to the actual message.

We have lots of voice samples to choose from to make sure your video has the right kind of voice.

FYI - Susanne Evens, CEO of AAA Translation, has been a German voice-over artist for over 20 years.

It's all in the Details
At the final stage, you've selected an awesome sounding artist and ready to spread your message to the world.

Clear instructions before the recording session are essential. Any information on pronunciation, brand guidelines, tone and objectives are important. Re-running through these keeps things focused and on brand.

While most clients will not attend the studio sessions, really clear instructions to the studio engineer will ensure no need for re-recording.

Want to learn more or have a need for a foreign language video?
Call us for a free consultation: 636 530 1010

Keep in mind that forecasters are predicting digital marketing to rise to 69% by 2017, and continue up to 79% by 2018.

Podcast with Susanne Evens

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:47:35 GMT

Listen to Susanne Evens and MichMash podcast

Susanne Evens is the CEO of AAA Translation and a top 100 person to know in STL. We talk pretzels, alien languages, David Bowie and learn how to say "Tough Tootsies" in German.

https://soundcloud.com/mich-hancock-1/michmash-susanne-evens

When Small to Mid-Sized Companies Go Global: HR Tips for Global Remuneration

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:44:54 GMT

As global markets provide growth opportunities and expanding technology enables us to communicate with anyone around the world, more and more small to mid-sized businesses are hiring people across geographic and cultural boundaries. This new territory creates the need for global HR policies and programs, which can be tricky to navigate.

“One of the many challenges global companies face is remuneration. Global integration of pay programs requires careful benchmarking, country market pricing, cultural considerations and much more,” says Jan Schoemehl, owner and principal consultant at Growing GlobalHR Partners.

There are many factors for companies to consider related to global compensation and benefit programs, including:

Work-Life Balance

Not historically found in U.S.-based businesses, HR policies related to work-life balance are common and/or mandated by law in many international markets, including Europe. These can include flexible work time, extended holidays, equal rights, paternity leave, extending health care benefits to same-sex partners and more.

Language Laws

Laws in countries like Belgium, Chile, France, Poland, Portugal, Quebec, Turkey and more require that most employee communications— including written compensation and benefits plans —be communicated in the local language. Even if a company declares that English is the organization’s official language, it doesn’t allow them to ignore these laws. It’s important to research the laws in each country where you’ll operate and then translate all required HR documents in those areas.

Definitions

Any global pay, bonus or benefits plan should clearly define all key terms. Common words or phrases in the U.S., such as “regular,” “full-time”, “salaried” or “exempt” may mean something different (sometimes significantly different) abroad.

Cross-Border Alignment

American headquarters employees might get employer-provided medical insurance, dental insurance, an adoption-reimbursement plan and a company severance pay plan. Meanwhile, executive employees in your France office might get a profit-sharing plan and company cars. Isn’t it best to extend these offerings to all teams? Perhaps. But perhaps not. For example, the U.S. doesn’t have a broad socialized government medical care system, but France does, so this benefit isn’t needed there. Conversely, executive company cars are expected in Europe and sometimes tax-advantaged, whereas they are not the norm in the U.S. Look carefully at what you want to extend to all employees and what benefits or compensation are best to offer only in a specific country or continent.

Local Compensation Laws

Discrimination and pay laws can vary quite a bit in difference countries. For example, discrimination laws in Europe and other parts of the world can force an employer that gives a benefit to one class of workers to offer the same to all equivalent-or-higher employee groups. Laws in Europe also ban the common U.S. practice of limiting a benefit (such as medical insurance) to full-time staff. Laws in the Middle East prohibit compensating foreigners more than locals. And bonus plans that pay a significant percentage of employee compensation can trigger quirky local pay laws. Always do your research.

To learn more, contact AAA Translation or Growing Global HR Partners .

Grammy Nomination Audiobook Project

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:44:04 GMT

AAA Translation was selected to provide foreign language voice talent (in multiple languages) for a unique audiobook collaboration with St. Louis author Emily Carpenter (author of American Female: A True Tale of Adventure) ; Grammy-nominated, multi-platinum, award-winning recording engineer Carl Nappa and Nelly’s Extreme Institute Studios.

“The book takes place in multiple countries and many languages, and for the audiobook version, pronunciation accuracy was critical,” said Susanne Evens, founder and CEO of AAA Translation.

Author Emily Carpenter and sound engineer Carl Nappa will be submitting the American Female audiobook to the 2017 Grammy Awards, for consideration in the Spoken Word category.

“We are very excited to begin our Grammy nomination campaign and can't thank AAA Translation enough for their hard work and contribution,” said Carpenter.

American Female is "The Devil Wears Prada," meets "Eat, Pray, Love," while "On the Road." Middle-class, mid-career, and Midwestern, twenty-something Emily Carpenter walks into a new job that isn’t middle anything. In only slightly more time than it takes to get a passport, this brave adventuress finds herself thrust into a world of lavish luxury, corporate hijinks, and personal scandal. Jet-setting around the globe with her sociopathic boss, she discovers the line between right and wrong is generally negotiable, and almost always in a language other than English. Forced to her breaking point, Emily has to decide what is more important: her old self-respect or her new career. But first - she’ll have to survive.

Learn more about the book at www.americanfemalebook.com .

St. Louis Business Journal Feature Article about AAA Translation and CEO Susanne Evens

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:42:28 GMT

The St. Louis Business Journal recently ran a feature story on AAA Translation and the company's founder/CEO Susanne Evens, after she was selected as one of the Top 100 People to Know in St. Louis to Succeed in Business.

"Susanne Evens' story is the perfect example of how hard work and dedication can lead to success," said Mayor Francis Slay.

In addition to founding AAA Translation in 1994 and serving as its CEO, Susanne has been a leader and volunteer for several business and nonprofit organizations, including the World Trade Center St. Louis board and the St. Louis-Stuttgart Sister Cities, where she has served as the nonprofit's president since 2006.

"It's one of the oldest sister city alliances in the country. Quite an accomplishment. She's a treasure," said Lansing Hecker, Honorary Consul of Germany for Missouri and Southern Illinois.

Susanne Evens, Founder/ CEO of AAA Translation, Selected as a Top 100 People to Know in St. Louis to Succeed in Business

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:39:45 GMT

Susanne Evens, founder and CEO of AAA Translation – a professional foreign language translation, interpretation and global consulting firm founded in 1994 – was recently selected as one of the Top 100 People to Know in St. Louis to Succeed in Business. The award winners will be honored during a luncheon April 12 hosted by Small Business Monthly at the St. Charles Convention Center.

Ms. Evens founded AAA Translation in 1994 and, under her leadership, the company has grown to serve business clients around the world (from Anheuser Busch to The Vatican), working in more than 150 languages to provide translation, interpretation and global consulting services. Since its inception, AAA Translation has been committed to the community, providing resources and time in support of organizations such as Arch Grants, Circus Flora, German Heritage Society, the German School Organization, Sister City programs and more.

Additionally, Ms. Evens has been president of St. Louis-Stuttgart Sister Cities, a nonprofit organization, since 2006; a board member for the World Trade Center St. Louis; a board member for the German American Heritage Society; a board member for the German American Committee; a member of the St. Louis Mosaic Project Advisory Board and is a sought-after expert on international communications and global business development. She is a regular contributor to the BusinessWeek Alliance/Market Advisory Board, and her advice and insights have been featured on: National Public Radio (NPR), BusinessWeek.com, BrandChannel.com, Bloomberg Business News, Rankraiser.com, St. Louis Commerce Magazine, St. Louis Business Journal, CBX KMOX Radio, Pete the Planner Radio Show Indianapolis, International Enterprise Singapore and various German radio stations

Evens was instrumental in bringing two German-based companies to set up facilities and initiate trade within the Midwest. She’s also a guest lecturer at the University of Missouri-St. Louis, has served as a mentor for the Women’s Leadership Council at UMSL and was honored by the German American Heritage Society of Saint Louis in 2013 with the organization’s prestigious Friedrich Hecker Freedom Award .

“I am so honored to be among those selected and named as a Top 100 St. Louisan to Know to Succeed in Business,” said Evens. “We work with companies around the globe and in every industry to help them navigate and succeed in the global marketplace, but St. Louis is home. We are proud of the strong relationships we have built and the roles we have played in our city’s business growth.”

Learn more about Susanne Evens and AAA Translation at www.aaatranslation.com .

Want to Expand Globally? Don't Make These Costly Mistakes

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:38:37 GMT

Want to expand your organization or product line globally?

The ultimate success (or failure) of a company’s global expansion rests on various factors, from economics to regulation to competition, but the ones that typically trip companies up the most are those related to cultural and language differences. Even large U.S. companies, like Best Buy and Groupon, have fumbled overseas due to a lack of understanding of their new markets.

Despite the challenges, the potential reward for expanding globally is significant. The International Trade Administration at the U.S. Department of Commerce estimates that more than 70 percent of global purchasing power is outside the U.S.

Avoid these costly mistakes as you expand globally to help ensure your success:

1. Don’t underestimate differences, even in the same language.

Even when you’re expanding to another country that speaks the same language (such as the U.S. to the U.K. or vice versa), it pays to localize your messaging and marketing. Names for common products and services are often different. In the U.K., for example, free shipping is known as "free delivery.” And if you send an email to a U.K. customer telling them to buy some pants for their mom for Mother’s Day, don’t be surprised at your lack of sales (“moms” are mums and “pants” are undergarments in the U.K.). Going the other way across the pond, it’s important to Americanize words as well. The U.K. fashion retailer Karen Millen increased conversion rates in the U.S. by 25%, for example, simply by Americanizing their spelling and removing Anglophone terms such as “autumn.”

With this many differences, even in the same language, imagine how many missteps you can make in a foreign language. Nuances are important, and it’s critical to work with professionals who understand the culture and language of your new market.

2. Steer clear of cheap, automated solutions.

You only get one chance to make a first impression…so make sure that yours is a good one in any new global market. Be prepared to invest in hiring qualified professionals to help with localizing your company's website and marketing materials. It’s better to wait or not expand at all than to do it wrong -- the risk of offending potential new customers with poor, embarrassing and/or insulting translations from cheap, automated solutions like google translate or other machine translation is too great.

3) Don’t be insensitive to cultural traditions.

In the U.S., much can be overlooked if you have the right product or service at the right price. This isn’t the case in many other countries, where you can kill deals (depending on the area) by a culture faux pas such as bringing up business too quickly, handling a business card too casually, politely refusing a second drink, using chopsticks incorrectly, crossing your legs the wrong way or shaking someone's hand. Do your research on cultural differences ahead of time.

4. Don't assume that customers are going to be the same.

Beyond language and cultural differences, you must look even deeper at your new market’s consumer psyche. Do not assume that your customers are going to be the same or that your products or services will have the same value proposition. In the U.K., for example, they tend to place smaller orders more frequently, rather than stocking up. In India, consumers spend a larger portion of their income for basic necessities, including food, than Americans do, leaving them with less disposable income to spend on other items. Go into any new overseas market with your eyes wide open to the fact that you'll need to figure out these types of differences and adjust your strategies and tactics accordingly.

Need help as you expand globally? Contact us at toll-free at 844.293.3519 or learn more at www.aaatranslation.com .

7 Tips for Hiring a Foreign Language Interpreter

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:37:43 GMT

Just like bad translation work can hurt your company and reputation, so can hiring a bad interpreter.

How do you select a good, legitimate, experienced interpreter for your event, presentation, meeting or other needs?

Here are a few suggestions:

1. Be skeptical. A certain amount of skepticism is healthy when it comes to hiring an interpreter. Be sure to ask plenty of questions and check references.

2. Plan for backups. It’s best to work with an experienced company that carefully vets their interpreters and has qualified backup options should there be an emergency that prevents your original interpreter to work the project.

3. Make sure that the interpreter is proficient in both languages involved. Proficiency in BOTH languages involved is a must.

4. Be sure the interpreter has a vocabulary for your topic or industry. Proficiency in both languages is critical; so is familiarity and experience with the vocabulary required for your subject matter (especially if it’s highly technical).

5. Make sure they are familiar with the different cultures involved. Do they understand cultural nuances, colors not to wear, customs and other key cultural factors that may be important?

6. Make sure they are experienced. Interpreting is a unique skill that goes beyond knowing languages, cultures and vocabularies – it requires experience. Make sure that your interpreter has plenty of it.

7. Ensure that all time required is included in your pricing quote. Most companies provide reference materials at least one week prior to the assignment so the interpreters have enough preparation and research time. All this time should be included in the rate quoted for interpreting.

Want more advice or to learn about AAA Translation’s interpreting services? Contact us at toll-free at 844.293.3519 or learn more at www.aaatranslation.com .

Tips for U.S. Companies that Want to Attract Chinese Investors

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:34:49 GMT

Foreign Direct Investment (FDI) from Chinese Investors in U.S. companies has increased significantly over the past several years. However, cultural, regulatory and language barriers can make it difficult for U.S. entrepreneurs who want to tap into this potential funding source.

For those who want to attract Chinese investors, we offer several important tips:

1. Make sure you have a Chinese web presence. It’s important to not only have your website translated into Chinese, but it should also be a separate version of your site and hosted from Hong Kong. Many U.S. websites are blocked and inaccessible from China. It’s critical that your site is translated into Chinese by those who have a firm grasp on the Chinese language, culture and financial terminology. A translation program cannot adequately handle this kind of project.

2. Invest in building relationships. In China, investments are very relationship oriented. Potential investors will want to meet you and get to know your team and your company before investing. Be patient and invest in building solid relationships.

3. Go beyond google. Google is not used in China, so it is important to have search engine optimization that is tailored to Chinese search engines.

4. Translate company news and investor updates into Chinese . As you issue press releases, quarterly reports, newsletters or any other investor information, translate those updates into Chinese.

Expanding to foreign markets or trying to attract foreign investors can seem overwhelming. If you need additional advice, global expansion consulting, translation or interpretation services, please contact us at AAA Translation. We have 20 years of experience and work in more than 150 languages across all industries. Learn more at www.aaatranslation.com .

Why Can't I Just Use Google Translate for My Company's Website Translations?

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:33:01 GMT

by: Susanne Evens, Founder/CEO of AAA Translation

Don't get me wrong, Google is a very trustworthy company and has many great products, but if you have not worked in the translation industry like I have for the past 25 years, you would not know the difference.

Using Google Translate, or any other free online translation tool for personal use or to quickly understand an email is totally acceptable, but it isn't appropriate for your company's professional documents or your website.

Just recently, we pointed out to a prestigious client entering the global market that their website should be available in other languages and the answer was: Oh, it is.

Really? I didn't see it.

So I dug deeper into their site and, after a few layers, I found a link to Google Translate in English only.

I'm an English speaker, and I was able to navigate through the site, but a non-English speaker would have never found the Google link and, therefore, left the site immediately. A potential client gone!

Language options must be visible on the landing page of any global website, and the links to the languages need to be in their native language: German = Deutsch, Spanish = Español, and so on.

Caution: Never use country flags in your tool bar. Here's why:

http://wplang.org/never-use-flags-language-selection/

Here are the benefits of translating your website into other languages by professional translators:

It was found that 85% of all consumers will simply not make a purchase if information is not readily available in their native language.
70% of the world does not speak English, yet 57% of websites contain English only!
As many as two-thirds of internet users are non-native English speakers, and this percentage is growing rapidly.
Over half of all Google searches are in languages other than English.

For much more please visit:

http://tech.co/benefits-translating-website-languages-2015-07

..... to be continued, or call us if you need further guidance on how to create a global website without offending anyone. We are here to help you succeed in the global jungle. Learn more at www.aaatranslation.com .

Manufacturers: Why Using Distributors to Translate Your Materials Could Backfire

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:31:51 GMT

Translating and localizing product manuals, packaging labels, marketing materials and other documents and collateral is often a necessity for a manufacturer when they sell their products in a foreign market. Some manufacturers, especially those who are new to the localization process, lean on their local distributors to translate various documents. It seems like a logical solution – the distributor is already responsible for selling the products, they typically live in the foreign market and it will save the manufacturer time and money. However, what may seem like a simple solution is typically not the best option.

Before handing off your foreign language translation and localization services to a distributor, consider this:

Quality Standards: A distributor is responsible for selling multiple products from multiple manufacturers. Translation is not their business or their top priority. Can you count on quality results? Who is doing the translating? Are they a good writer with excellent grammar even in their own language? Who is proofing their work?

Legal Liability: If the distributor makes a mistake or incorrect translation, what will the manufacturer’s liability be?

Consistency and Branding Standards: Most manufacturers invest time, money and effort to create and maintain their brand identity and product positioning. Maintaining the integrity and consistency of a brand requires a central translation and localization effort. With multiple distributors and multiple markets, relying on distributors for translation efforts makes it virtually impossible to ensure and maintain a consistent brand identity in each market.

Reputation: First impressions count. If your first impression in a new market is clouded with mistakes or, worse yet, a big translation blooper, it will most certainly slow or halt your sales and growth opportunities there.

Rework and Reprinting Costs: If there is a problem, how much will it cost you to do the rework and reprint your materials?

Message Control: We have seen and heard of cases where distributors have edited materials as they translated them, changing the original message in a way that made the product easier for them to sell by exaggerating benefits, changing the wording on warranties, etc.

When you are expanding to foreign markets and need foreign language translation and localization help, we urge you to consider the long-term picture and work with professional translators who can help ensure quality, consistency and that the message delivered to your marketplace is exactly what you intended.

To learn more about how AAA Translation can help manufacturers in foreign markets, give us a call toll-free at 844.293.3519 or learn more at www.aaatranslation.com .

Translation Fails by Multinational Corporations: Don't Let This Happen to You

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:30:58 GMT

Cracking an international market can be tricky due to language and cultural differences. Even big multi-national corporations have run into trouble. Here are a just a few examples:

Taco Bell's new website in Japan made some headlines before it was swiftly taken down. It was apparently built using the Google Translate service, rather than a professional translator. The result? Cheesy chips became "low quality chips" and Crunchwrap Supreme became "Supreme Court beef."
Coors put its slogan "Turn it loose" into Spanish, where it was read as "Suffer from diarrhea."
The Microsoft ad slogan was translated and marketed in Japan as: "If you don't know where you want to go, we'll make sure you get taken." No wonder Macs are the best-selling computer in Japan!
In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead."
In Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off."
When Clairol introduced its "Mist Stick" curling iron into Germany, it later learned that mist is slang for manure. Not too many people had a use for the manure stick.

Want to avoid bad first impressions, embarrassment and costly mistakes like these as you market internationally and sell your products or services in other countries and cultures? Contact AAA Translation. We have been in business for 22 years, use real humans as translators (not machines) and work within clients' budgets to provide ACCURATE, timely and affordable translation services in any language. Learn more at www.aaatranslation.com .

My Neighbor Next Door is from...Finland: a Multicultural interview series from AAA Translation

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:29:40 GMT

A new article series from AAA Translation’s Susanne Evens, My Neighbor Next Door is from… aims to expand multicultural knowledge and break down divides by letting readers get to know immigrants from various countries…one neighbor, friend and/or business colleague at a time.

This month’s featured country is Finland. Finland is a Nordic country in Northern Europe, bordered by Sweden to the west, Norway to the north and Russia to the east. Estonia lies to the south across the Gulf of Finland. From the late 12th century until 1809, Finland was part Sweden. It was then incorporated into the Russia Empire as the autonomous Grand Duchy of Finland, until the Russian Revolution of 1917 prompted the Finnish Declaration of Independence.

We recently interviewed Mia Eriksson, who was born and raised in Finland and has been a full-time neuroscience student at Texas Christian University (TCU) since 2012. She also works as a teaching assistant in a chemistry laboratory at TCU.

Q. What are the cultural differences you notice between Finland and the USA?
Everything is different. Here, people always smile, which can be exhausting. In Finland, people don’t smile as much. It’s not to be mean or rude. When someone in Finland smiles, you know it is genuine. Also, Finland is much more socialistic. Education all the way through university is free, and healthcare is free. Here, you have to pay a lot for that. Another difference: in Finland people stay to themselves more than here; we value privacy.

Q. What brought you to the U.S.?
I came to the US on a student visa in 2012 to start my studies at Texas Christian University.

Q. What is something most people don't know about Finland?
Finland is actually incredibly beautiful. We have cold winters with snow, but, in fact, it is not like that year-round. We have warm summers, and it is one of the most natural and greenest countries in the world.

Q. What do you miss the most about Finland?

I miss the privacy. I miss being able to just relax and be in my own little bubble, without having to worry about people thinking that I’m being rude or that something is wrong.

Q. What is the biggest misconception you encounter when people learn where you are originally from?

We do not have polar bears!

Q. Any other comments to add?

Don’t feel weird about asking somebody about their home country. I’ve heard the standard questions a million and one times so I have answers ready to go. I’d rather people ask than make assumptions.

My Neighbor Next Door is from...Albania

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:27:08 GMT

A monthly blog feature from AAA Translation’s Susanne Evens, My Neighbor Next Door is from… aims to expand multicultural knowledge and break down divides by letting readers get to know immigrants from various countries…one neighbor, friend and/or business colleague at a time.

This month’s featured country is Albania.

Located on Southeastern Europe’s Balkan Peninsula, Albania is a small country located north of Greece, with coastlines on the Adriatic and Ionian seas. Its diverse landscape includes the Albanian Riviera along its southern coast and the Albanian Alps that cross the country’s interior. With history stretching back to antiquity, Albania is also rich in castles and archaeological sites.

We recently interviewed Elidon Lleshi, who moved to the U.S. not long ago with his wife, Alida. When he was a teenager, Elidon spent two summers in the United States as an international exchange student with a program called Kids Who Care Musical Theatre in Fort Worth. He dreamed of being able to live in the U.S. someday. Elidon's dream came true when, just as he was finishing his Master’s degree program in civil engineering in Albania, he won a U.S. Electronic Diversity Visa Lottery, allowing them to move to the United States. He now works in his profession for a construction company in Fort Worth, Texas.

Q. What are the cultural differences between Albania and the USA?

When people ask me this question, I tell them that Albania and the USA are two different worlds. In Albania, people are economically poor but emotionally rich. They do not smile or salute to strangers but they keep a conversation going for hours. People show much sincerity and less hypocrisy, except in politics. The main social cell is family, where different generations take care of each other and often live in the same house. Guests are sacred. We use a phrase from the Albanian Code expressing hospitality: “An Albanian home is God’s home and Guests’ home.”

Q. What brought you to the U.S.?

After the 2008 world economic crises, the economic and political situation in Albania has been very depressive, and it is getting worse everyday. Corruption and organized crime are growing – this stems from the politicians down. I am so happy to have moved to the U.S. As we say in Albania, luck knocked on my door, and I won the Electronic Diversity Visa Lottery, just when I was finishing my Master studies in civil engineering.

Q. What is something most people don't know about Albania?

There are two important things that people do not know about Albania.

Most people don’t know about the old Albanian Code (Kanuni i Leke Dukagjinit), which is translated and studied in many countries. This code determined how Albanians treated each other and outsiders, blood feuds, and almost everything to institutionalize a society without many institutions. In 1945, when the communism dictatorship came into power, they banished this code. In 1990, after communism fell, some Albanians returned to this code and deformed it for personal interests.

Religion through our history and the religious harmony are very interesting too. We have a history of thousands of years that has been deformed or erased many times: from the Illyrian tribes to the modern Albanians. Like in all ancient civilizations, before Christianity there was paganism. The Illyrian tribes were touched by Christianity through the apostle Paul’s journey, three centuries before it became the official religion of the Roman Empire. After the Byzantine Empire divided from Rome, Orthodoxy and Catholicism were both present. Then, from the 15th to the 20th century, the Ottoman Empire brought Islam. Even though it was a country with a Muslim majority, occupied by Nazi Germans during World War II, it was one of the few countries where Jews were safe; they were protected by Albanians. In 1967, the communist dictator Enver Hoxha declared Albania the only and the first officially atheist state in the world. If you showed belief in God during that time, you could go to jail or be killed. After 1990, religion and believing became legal again. Today, Albanians believe in harmony through four monotheist religions (Muslim 57%, Catholic 10%, Orthodox 7%, Bektashi Muslim 1%, undeclared 25%), marry between these religions and respect all of them.

The most interesting part is that Paganism has survived in north Albania and Kosovo through all this tough religious history. In these regions, elders would ask you not to kill snakes and not to walk under the trees during the night because you might walk over a Fairy or an Ora (a destiny genie in ancient Albanian mythology).

Q. What do you miss the most?

The people and the nature. You can travel from the coastline through the plains to the beautiful mountains in less than 2 hours. If you know a trusted guide or if you have an Albanian friend you can never forget vacations in Albania.

Q. What is the biggest misconception you encounter when people learn you are originally from Albania?

When people learn I am from Albania, they ask me if I work in an Italian restaurant or work for the mafia.
The mafia prejudice is what I do not like because I think most Albanians are honest.

My Neighbor Next Door is from...Mexico: a Multicultural interview series from AAA Translation

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:21:01 GMT

A new blog feature from AAA Translation’s Susanne Evens, My Neighbor Next Door is from… aims to expand multi-cultural knowledge and break down divides by letting readers get to know immigrants from various countries…one neighbor, friend and/or business colleague at a time.

This month’s featured country is Mexico. The country’s original name, Mēxihco , is the Nahuatl term for the heartland of the Aztec Empire, namely the Valley of Mexico, and its people, the Mexica, and surrounding territories which became the future State of Mexico as a division of New Spain prior to independence. After New Spain won independence from Spain, it was decided that the new country would be named after its capital, Mexico City, which was founded in 1524 on top of the ancient Mexica capital of Mexico-Tenochtitlan.

Mexico now has one of the world's largest economies and by 2050 is expected to become the world's seventh largest economy (according to PricewaterhouseCoopers) or possibly the fifth largest economy (according to Goldman Sachs).

We recently interviewed the multi-talented Zuilma Gonzalez who immigrated to the U.S. from Mexico in 2001. Zuilma is both a professional accountant AND photographer – www.zuilma.com .

Q. What are the cultural differences between Mexico and the USA?

A. The key differences I’ve found are in the areas of traffic laws, food and education (schools).

Q. What brought you to the U.S.?

A. My husband was offered a job in Fort Worth, Texas.

Q. What is something most people don't know about your original country?

A. Mexico is not a big rural town. There are many cosmopolitan cities with industry, art, modern architecture and technology.

Q. What do you miss the most?

A. Family, friends and food.

Q. What is the biggest misconception you encounter when people learn where you are originally from?

A. I have been very fortunate to have met smart people who don’t see stereotypes. The only exception to this is a woman I met once at the gym (our kids played together at the kids’ club). She thought she could hire me to teach her daughter Spanish while babysitting for her and pay less than the minimum wage rate. I politely declined :)

Q. Where do you live now?

A. Aledo, Texas (a suburb of Fort Worth).

Q. Any other comments to add?

A. I am grateful to the United States for all the opportunities and benefits it offers to anybody who really wants to learn and grow.

Thanksgiving around the World

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:19:30 GMT

Not just an American holiday, Thanksgiving is celebrated around the world. Although the dates and customers are different, each country’s holiday revolves around the concept of gratitude.

United States
In the United States, Thanksgiving is celebrated on the 4th Thursday of November. The first Thanksgiving was celebrated by the Pilgrims in 1621 to celebrate a successful harvest in the new land. The celebration was based on harvest traditions that the colonists brought with them from England.

Israel
In Israel, the harvest festival is called Succoth or Sukkot. The celebration lasts for seven days. Succoth is a Biblical pilgrimage festival that occurs in autumn on the 15th day of the month of Tishri (late September to late October). The festival is also known as the Feast of Booths or Feast of Tabernacles, as Jewish families build outdoor booths during the Succoth celebration.

Granada
Granada, a West Indian island, holds its own version of Thanksgiving on October 25th every year. The holiday started in a unique way. It marks the anniversary of the 1983 U.S. military invasion to restore order after the death of communist leader Maurice Bishop. American soldiers who were stationed in the country the following month told locals about their upcoming Thanksgiving holiday, its signature feast, and its intention to focus on gratitude. To show their own gratitude, the people of Grenada worked in secret to surprise the soldiers with meals like those they longed for, complete with turkey and all the fixings. Today, it’s celebrated in formal ceremonies of remembrance.

Germany
In Germany, Erntedankfest, which takes place on the first Sunday of October, is essentially a harvest festival that gives thanks for a good year and good fortune. In rural areas, the harvest aspect might be taken more literally, but churches in cities also hold festivities. Although turkeys are making inroads, fattened up chickens (die Masthühnchen), hens (die Poularde), castrated roosters (der Kapaun) and geese (die Gans) are more commonly served for the feast.

Korea
In Korea the celebration falls on 15th of August, which is known as Chu-Sok (meaning "fall evening"). It begins on the 14th night and continues for three days. Koreans make a dish called 'Songpyon' unique for that occasion consisting of rice, beans, sesame seeds and chestnuts. Before having the food, the family gathers beneath the moonlight, in remembrance of their ancestors and forefathers.

China
The Chinese celebrate the August Moon festival, which falls on the 15th day of the 8th lunar month of their calendar. The Chinese believe that the moon is roundest and brightest on this day. Below the heavenly moonlight, lovers speak out their heart to each other. It is also known as Women Festival. Conventionally, women are considered similes to warm and compassionate virtues and have the gift of fertility, just like Mother Earth. Unlike the famous pumpkin pie, the Chinese delicacies consist of moon-cake. Friends and relatives convey their regard to each other by gifting moon cake.

Brazil
Thanksgiving in Brazil was introduced by the Ambassador of Brazil, who was enamored by the concept of Thanksgiving after a visit where he observed the holiday in the U.S. In August 1949, the President of Brazil, Gaspar Dutra, established the National Day of Thanksgiving. Later, in 1966, Brazil designated the 4th Thursday of November to be the day of the Thanksgiving holiday, just like the United States of America.

Japan
Celebrated on November 23rd, Kinrō Kansha no Hi is a national holiday in Japan. Derived from an ancient harvest ceremony, it is an occasion for commemorating labor and giving thanks to one another. Its modern meaning is more tied to a celebration of hard work and community involvement, hence its translation—Labor Thanksgiving Day. Today it is celebrated with labor organization-led festivities and children creating crafts and gifts for local police officers.

Iran
Mehregan, the Festival of Autumn, is the Persian version of Thanksgiving. It is a Zoroastrian festival that goes back to the 4th century BC, long before Persians become Muslims. Much of this harvest holiday has changed since antiquity, but it is still celebrated by many modern Persians. Mehregan includes family reunions across the country, prayers, a lavishly-decorated dinner table. And plenty of traditional food, served with sherbet, rosewater, almonds, sweets, apples, pomegranates and lotus seeds.

Canada
In Canada, Thanksgiving is a three-day weekend and celebrated mainly on the second Monday in October. It is often celebrated with family. It is also a time for weekend getaways for couples to participate in various outdoor activities such as hiking, fishing and hunting.

Liberia
In Liberia, they celebrate with thanks on the first Thursday of November. Freed slaves from the United States brought with them some of the American traditions when they left and colonized Liberia. They celebrate freedom and blessings from God. Traditional foods are chicken, green bean casserole, and roasted cassavas. Cayenne and other peppers are often added to Liberian Thanksgiving dishes.

Netherlands
For many of the pilgrims, England was just a layover on the way to America. Around 40 percent of the adults on the Mayflower were coming from Leiden in the Netherlands, where they lived and worked from 1609 to 1620. Celebrated on October 3rd, this day of giving thanks commemorates the hospitality that the pilgrims from Leiden received on their way to the New World. American hymns are sung and children dress in traditional pilgrim clothing during church services held on the fourth Thursday of November. Traditional foods include bread and herring.

Arch Grants Selects AAA Translation as its Official Translation and Interpretation Partner

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:17:26 GMT

Arch Grants Selects AAA Translation as its Official Translation and Interpretation Partner

ST. LOUIS, MO – March 31, 2015 – Arch Grants, a nonprofit organization that accelerates economic development and community revitalization in St. Louis through entrepreneurship and philanthropy, has selected AAA Translation as its official translation and interpretation partner. Arch Grants provides $50,000 equity-free grants and pro bono support services to entrepreneurs willing to locate their early-stage businesses in St. Louis, and AAA Translation will now serve as its exclusive foreign language translation and interpretation partner, providing pro bono services to the organization’s grant recipients.

Through its rigorously competitive Global Startup Competition (held twice each year), Arch Grants retains and attracts the most innovative entrepreneurs to the St. Louis region. This program is an aggressive effort to inspire the next generation of employers, civic leaders and philanthropists for St. Louis. Since 2012, the organization has awarded over $3 million to 55 startup businesses that were willing to call St. Louis home.

“As an organization focused on attracting international entrepreneurs to St. Louis, it’s critical that we partner with a translation service provider like AAA Translation,” said Ben Burke, director of entrepreneurship at Arch Grants. “AAA Translation is highly-qualified, St. Louis-based, and always provides accurate, timely and dependable services in whatever language is needed.”

“We are honored to be selected as Arch Grant’s official partner for all of its language translation and interpretation needs,” said Susanne Evens, founder and CEO of AAA Translation. “They share our passion for philanthropy and corporate social responsibility, and the services they provide to their grant recipients have a vital impact on our area’s entrepreneurial culture and economic vitality.”

To learn more about AAA Translation, visit www.aaatranslation.com . To learn more about Arch Grants, visit www.archgrants.org .

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About AAA Translation

Founded in 1994, AAA Translation provides professional translation, interpretation and global consulting services to help organizations succeed at both the local and international levels. The company’s core services include: accurate translation services into 150+ languages by experienced, certified translators; foreign language interpretation services using experienced, vetted interpreters and state-of-the-art equipment for worldwide conventions; and global consulting for international companies, with experts in fields that range from economics to law to religion. AAA Translation’s founder, Susanne Evens, is a sought-after expert on international communications and global business development. She is a regular contributor to the BusinessWeek Alliance/Market Advisory Board, and her advice and insights have been featured on: National Public Radio (NPR), BusinessWeek.com, BrandChannel.com Bloomberg Business News, Rankraiser.com, St. Louis Commerce Magazine, St. Louis Business Journal, CBX KMOX Radio, Pete the Planner Radio Show Indianapolis and International Enterprise Singapore. Learn more at www.aaatranslation.com .

About Arch Grants

Arch Grants is a nonprofit organization that accelerates economic development and community revitalization by providing $50,000 equity-free grants and pro bono support services to entrepreneurs willing to locate their early-stage businesses in St. Louis. Through the rigorously competitive Global Startup Competition, Arch Grants retains and attracts the most innovative entrepreneurs to the St. Louis region. This program is an aggressive effort to inspire the next generation of employers, civic leaders, and philanthropists for St. Louis. To learn more, please visit www.archgrants.org .

Media Contact:

Kelly Kirkendoll
Thrive PR for AAA Translation
kelly@thrivepublicrelations.com
817.236.6075

Ben Burke
Arch Grants
ben.burke@archgrants.org
314.305.0392

St. Louis Mosaic Project Announces Immigrant Entrepreneurship Advisory Board with Visit by U.S. SBA

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:15:02 GMT

As the St. Louis entrepreneurial community continues to gather national accolades, the St. Louis Mosaic Project announces its Immigrant Entrepreneurship Advisory Board with the visit of Administrator Maria Contreras-Sweet. This occured at a roundtable discussion on May 1 at 10:00 am at the World Trade Center St. Louis. Betsy Cohen, Executive Director of the St. Louis Mosaic Project, emphasized the importance of Contreras-Sweet’s visit as “a fantastic opportunity for local immigrant entrepreneurs in our community to share their experiences and depict the breadth of our entrepreneurial community spanning from high tech start ups to neighborhood businesses.”

Contreras-Sweet, a successful entrepreneur and business executive, was appointed to lead the SBA in April 2014. In her role as Administrator, she continues to build upon her career in both the public and private sector, championing causes in diversity, accessibility to capital, and equal opportunities for all. Prior to her appointment, Contreras-Sweet founded the first Latino-formed commercial bank in California in more than 35 years and served as Vice President and Equity Partner for Westinghouse’s 7-Up / RC Bottling Company.

According to Cohen, “this visit is another piece to the St. Louis Mosaic Project’s commitment to supporting local immigrant entrepreneurs. Our Immigrant Entrepreneurship Program takes a holistic approach to helping entrepreneurs turn their ideas into a reality. By connecting immigrants to the range of support and programming found in the St. Louis Ecosystem, entrepreneurs are equipped with the resources to grow or start their own businesses. “

The Mosaic Project’s Immigrant Entrepreneurship Advisory Board is:

Diego Abente – International Institute
Salim Awad – McQueen Awad LLC
Ola Ayeni – Claim Academy, eateria
Ed Bryant – St. Louis Minority Business Council
Eddie Davis – Center for Acceleration of African American Business
Susanne Evens – AAA Translation
Carmen Jacob – NextGen Information Services
Suchin and Shayn Prapaisilp – Global Foods, United Provisions
Raul Sanchez – Appcropolis
Geoffrey Soyiantet – Vitendo4Africa
Mark Sutherland – Elasticity
Sorin Vaduva – Serial Entrepreneur
Dr. Ibrahim Vajzovic – Real Estate, Professor
Francis Yueh – St. Louis Chinese American News
Michael Zambrana – Pangea Group

About the St. Louis Mosaic Project

The St. Louis Mosaic Project was launched in 2012 in response to an economic impact report, outlining St. Louis to be lagging in immigrant growth as well as highlighting the economic benefits of increasing its foreign-born population. The Mosaic Project’s goal is to transform St. Louis into the fastest growing metropolitan area for immigration by 2020 and promote regional prosperity through immigration and innovation. This regional initiative is professionally managed by the St. Louis Economic Development Partnership, World Trade Center St. Louis and a 22- Member Committee.

For more information about The St. Louis Mosaic Project, please visit www.StlMosaicProject.org

My Neighbor Next Door is from...Iraq

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:13:20 GMT

This month’s featured country is Iraq. The country’s name has been in use since before the 6th century. An Arabic folk etymology for the name is "deeply rooted, well-watered; fertile.” The region of the country between the Tigris and Euphrates rivers, often referred to as Mesopotamia, is the world's oldest civilization. It is here that mankind first began to read, write, create laws and live in cities under an organized government. The area has been home to continuous successive civilizations since the 6th millennium BC.

We recently interviewed a man who immigrated to the U.S. from Iraq with his family when he was a child. First, they moved to Syria in 1993; from there, they came to the U.S. in 1997. Currently, he lives in Texas.

Q. What are the cultural differences between Iraq and the U.S.?

A. The United States is a melting pot of cultural diversity. There are many types of races and religions in the U.S., and it is wonderful. In Iraq, everyone was predominantly Muslim and born in Iraq.

Q. What brought you to the U.S.?

A. We came to the U.S. to seek a better life because Saddam Hussein was killing innocent people.

Q. What is something most people don't know about your original country?

A. There are regular houses there. Nobody in Iraq lives in stone houses in the middle of the desert. The scenery is beautiful. There are big houses in the city and paved roads. People drive the latest cars and have the latest technology. There are also a lot of McDonald's everywhere, and a vast number of mountains. In many ways, it is just like the U.S.

Q. What do you miss the most?

A. I miss going to my grandparents' house and seeing my whole family there. I also miss the delicious kabobs and shwarmas. I can’t seem to find kabobs and shwarmas in the U.S. that taste the same as they did back home. The meat was so tender and juicy and had the freshest vegetables.

Q. What is the biggest misconception you encounter when people learn where you are originally from?

A. They seem to think everyone from Iraq is out to get them. They couldn’t be more wrong. Some of the nicest people I’ve ever met in my life were from Iraq.

Q. Any other comments to add?

A. Throughout my time in Iraq, I hadn’t seen any crimes committed due to religious beliefs. There are crazy people nowadays that think being a Muslim is about killing people of other religions. That is a horrible thing to do. These self-proclaimed “Muslims” could be white, black or brown. Those are the real terrorists and those are the people who everyone should avoid.

My Neighbor Next Door is from...CUBA

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:10:51 GMT

A new blog feature from AAA Translation’s Susanne Evens, My Neighbor Next Door is from… aims to expand multi-cultural knowledge and break down divides by letting readers get to know immigrants from various countries…one neighbor, friend and/or business colleague at a time.

This month’s featured country is Cuba, the largest island in the Carribean. A multiethnic country, its people, culture and customs come from diverse origins. The exact meaning of the name Cuba is unclear, but it may be translated either as 'where fertile land is abundant' (cubao) or 'great place' (coabana).

We recently interviewed one of our cherished clients, Vince Estrada. Vince is originally from Cuba, immigrated to the U.S. more than 50 years ago and works with MTS World.

Q. What are the cultural differences between Cuba and the USA?

A. Having been a Spanish colony for nearly 4 centuries, Cuban cultural and ethnic roots are predominantly Spanish, with a mixture of African brought in with the slaves to work the sugar fields after the extinction of the native Indians. Throw in some US influence owing to the geographical proximity and investments and you have the Cuban culture. I believe this synergy produced a unique culture, distinct from that of other Latin American countries.

Q. What brought you to the U.S.?

A. My unwillingness to live under a Communist regime.

Q. What is something most people don't know about Cuba?

A. That Cuba was a very advanced society in many socio-economic fields prior to the takeover by the Communist regime.

Q. What do you miss the most?

A. The gregariousness of the Cuban people, the music, the weather, the food (although I get first-rate Cuban food at home!)

Q. What is the biggest misconception you encounter when people learn you are originally from Cuba?

A. That misconception is probably embedded in the comment “but you don’t look Cuban” when I mention my origin.

My Neighbor Next Door is from...England

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:09:13 GMT

A monthly blog feature from AAA Translation’s Susanne Evens, My Neighbor Next Door is from… aims to expand multi-cultural knowledge and break down divides by letting readers get to know immigrants from various countries…one neighbor, friend and/or business colleague at a time.

This month’s featured country is England, which takes its name from the Angles , a Germanic tribe that settled there during the 5th and 6th centuries. In the 10th century, England became a unified state and since the 15th century, it has had a significant cultural and legal impact on the world.

We recently interviewed Ronnie Crowley, who now lives in Fort Worth, Texas and works with Quindigo Management . She moved here in May 2002 from England with her husband and two children.

Q. What are the cultural differences between England and the USA?

One of the biggest differences I see is how patriotic the general American is. The flying of flags at their home is something I would very rarely consider doing in the UK. I didn’t even own a union jack until I came to the USA. Another huge difference I have learned is that the average American is much more open to sharing about their personal thoughts and experiences. I’ve learned to expect to learn more about an American I’ve met today than what I know about someone I’ve known in the UK for 6 months! Americans also seem to be very interested in their heritage and where they come from and this is often part of the sharing. As a culture based on immigration, I’m guessing this is why roots are important.

Q. What brought you to the U.S.?

My husband’s job. He works for an aircraft manufacturer who is partnered with a US company to develop a new plane for both countries

Q. What is something most people don't know about your original country?

Most people are surprised to learn that some newspapers in England published daily a “page 3 girl” in them. A page 3 girl is a topless model!

Q. What do you miss the most?

Being able to buy a decent cup of tea when I’m out. Even Starbucks doesn’t teach them how to make it well. I’m always having to explain exactly how to do it -- and yes, I don’t want steamed milk!

Q. What is the biggest misconception you encounter when people learn where you are originally from?

People think that being from England, I have met the Queen or Princess Diana. It’s funny how many people have asked me this over the years! I’m not even a royalist, and there are many people I would prefer to meet. Another one would be that many people think we eat a Full English Breakfast regularly. When I lived in the UK I would only eat this when I was staying at a hotel and even then not every day.

Multilingual Websites: Don't Make These 7 Common Mistakes

bill@friscowebsites.com (Bill Sholar) — Mon, 29 Oct 2018 10:02:14 GMT

With only 30% of the world speaking English and non-English speaking business opportunities on the rise every day, more and more websites simply MUST be multilingual.

When creating a website in multiple languages, avoid these 7 common mistakes:

Don’t ignore the language preferences of your target markets.
It should go without saying but we’ve seen it ignored too many times before to not mention it here. If you want to attract a market, make sure you are speaking their language. Don’t assume that your customers speak your language well enough to skip translating your website into their language(s). In a European Commission study based on a Gallup survey of language preferences among Internet users in 23 countries in the E.U. (where people often speak more than one language), nine out of 10 said that, when given a choice of languages, they always visited a website in their own language, and 42% said they never purchase products and services in other languages. Translation: if you want them to buy, your website must speak their language.
Don’t use machine or automatic translation programs.
The results of using machine or automatic translation programs – rather than real humans who have translation experience and understand the nuances of both languages involved – is often disastrous, embarrassing and/or costly. There are so many examples to choose from. A recent one involves Taco Bell's new website in Japan. It was built using Google Translate, rather than a professional service. The result? Cheesy chips became "low quality chips" and Crunchwrap Supreme became "Supreme Court beef." It made some headlines before it was swiftly taken down.
Language translation isn’t enough – don’t skip other localization work.
Language translation is just one piece (albeit a large piece) of what is called localization. The goal of localization work is to give a product or service the look and feel of having been created for the target market AND the company, eliminating, or at least minimizing, local sensitivities. Regardless of the language used, the online experience must be culturally relevant and correct. Conduct research to understand the cultural considerations for your target audience. You may need to adapt graphics, modify content, adapt the layout (the translated text may be larger or smaller than the original language site), convert text/graphics to use different currency or measurement symbols and change formatting for dates, addresses and phone numbers, etc.
Don’t make it difficult to find your multicultural websites on your main site.
Don’t make users hunt for your multilingual websites when they land on your main one. Access to multilingual websites should be made available in the global navigation at the top right on every page of your main site.
Don’t forget about SEO.
Use a stand-alone, dedicated URL for marketing and search engine optimization purposes. You can redirect it to another one that’s more in line with your brand or URL convention. Also – think beyond Google. Google is not used in China, for example, so it’s important to have search engine optimization that is tailored to the search engines used in the countries you are targeting.
Don’t build it and then forget it.
Plan for regular updates and maintenance to ensure that your multilingual website remains comparable to your main language’s site.
Don’t build it if you can’t support customers beyond the website.
You have a multilingual website that avoids all the missteps above…but what if a customer has problems or questions? Think beyond the website and integrate your multilingual website initiatives with your internal and customer support initiatives, such as in-language phone and email support.

Need help localizing and translating your multilingual websites? AAA Translation, founded in 1994, works in more than 150 languages, and our experienced team can help make your multilingual websites a success. We provide translation/localization, interpreting, multilingual customer service support, over-the-phone interpreting and more. Contact us toll-free at 844.293.3519 or learn more at www.aaatranslation.com .

Tips to Increase Your Odds of a Successful and Cost-Effective Translation Project

bill@friscowebsites.com (Bill Sholar) — Wed, 07 Oct 2015 00:00:00 GMT

As a business owner, department head or project leader, you want your HR documents, marketing collateral or other translated materials to be accurate and timely.

Because translations done WELL are paramount to your global success, we have several tips to help you directly influence the outcome, speed and cost-effectiveness of any translation project:

Start with a well-written, simple piece. If the original marketing collateral or internal communications document is wordy, ambiguous or poorly written to begin with, the translated document will follow. Translators cannot rewrite. Their job is to accurately translate. To increase your success in the original language – and in the translated one(s) – make sure the piece is written really well.
Be careful who translates for you. Someone may be bilingual, but that doesn’t mean they are an experienced translator, understand your industry or are up-to-date on the latest, localized language nuances in the market you’re trying to reach. It’s best to work with professionals who have teams of in-country, experienced translators.
If you have preferred company lingo or branding guidelines, provide that to your translation company BEFORE the project begins.
Be careful who proofreads your documents. You may have someone on your team who speaks Spanish, for example, but the nuances of Spanish in Mexico differ greatly from Spanish in Colombia. And even if someone is from the area, if they no longer live there, they are not as knowledgeable as an in-country translator and proofreader. AAA Translation’s founder and CEO Susanne Evens, for example, no longer translates German, despite growing up there. “I still speak German often and visit Germany, but I have lived in the U.S. too long to provide the kind of accuracy that I expect and get from someone who still lives there.”

Want to get more tips or learn how you can work with AAA Translation for your next translation, interpretation or global consulting project? Contact us at 636.530.1010 or visit www.aaatranslation.com to learn more.