A must read for Spanish translators who want to explore the U.S. Hispanic markets: Juan Tornoe’s Hispanic Trending blog.
A sample of what you can read in this blog: “But above all, please, please, please make sure the translation is correct, Tornoe says, even if it’s a matter of spending a few extra dollars to pass the package through a professional translator….”
Or this: “Also, make sure you’re aware of all translations or implied meanings of words. When Hershey’s developed a package for the Hispanic market, they labeled it chocolate blanco con cajeta. Cajeta is commonly understood in Mexico to mean a carmelized milk used in desserts. But in other Hispanic cultures, the word refers to female anatomy. There are plenty of other examples.”
P.S. Sending Press Releases to the relevant Trade publications is a very powerful strategy. Have you already signed up for the free 7-Part ecourse on Marketing Your Translation/Interpreting Services through Press Releases?>