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English to Portuguese: Word-of-mouse success story - When 7 = 350,000,000 General field: Marketing Detailed field: Advertising / Public Relations
Source text - English Imagine you’re the head of marketing at a theme park, and you’re charged with
announcing a major new attraction.
What would you do?
Well, the old rules of marketing suggest that you pull out your wallet. You’d probably spend millions to buy your way into people’s minds, interrupting them with TV spots, billboards by the side of the highway, and other “creative” Madison Avenue advertising techniques.
You’d also hire a big PR agency, who would beg the media to write about your attraction.
The traditional PR approach requires a self-congratulatory press release replete with company muckety-mucks claiming that the new attraction will bring about world peace by bringing families closer together.
That’s not what Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort, did when she launched The Wizarding World of Harry Potter.
Other large entertainment companies would have spent millions of dollars to interrupt everyone in the country with old-rules approaches: Super Bowl TV ads, blimps, direct mail, and magazine ads.
Instead, Gordon told just seven people about the new attraction.
And those seven people told tens of thousands.
Then mainstream media listened to those tens of thousands and wrote about the news in their newspaper and magazine articles, in TV and radio reports, and in blog posts.
Gordon estimates that 350 million people around the world heard the news that Universal Orlando Resort was creating The Wizarding World of Harry Potter theme park.
All by telling just seven people.
Translation - Portuguese Imagine que é Director de Marketing num parque temático, e é incumbido de anunciar uma nova e grandiosa atracção.
O que faria?
Bem, as velhas regras de marketing sugerem que invista, abrindo os cordões à bolsa. Provavelmente gastaria milhões comprando formas de entrar na mente das pessoas, interrompendo-as com spots publicitários na televisão, cartazes nos lados das auto-estradas, e outras técnicas publicitárias “criativas” tipo Madison Avenue.
Contrataria ainda uma conceituada agência de Relações Públicas (RP), que implorariam junto dos meios de comunicação para que escrevessem sobre essa atracção.
A abordagem tradicional de uma RP exige um press release auto-congratulatório repleto com todos os”manda-chuva” da empresa, reivindicando que a nova atracção trará benefícios para a paz mundial, através da aproximação das famílias.
Não foi o que Cindy Gordon, vice-presidente no Resort Universal Orlando, de parcerias com novos media e marketing, fez quando lançou o Wizarding World de Harry Potter.
Outras grandes companhias de entretenimento teriam gasto milhões de dólares interrompendo toda a gente no país com abordagens baseadas nas velhas regras: anúncios na Super Bowl, dirigíveis, mailings, e anúncios em revistas.
Em vez disso, Gordon falou desta atracção apenas a sete pessoas.
E essas sete pessoas contaram a dezenas de milhares.
Os meios de comunicação de massa ouviram essas dezenas de milhares de pessoas e escreveram sobre as notícias nos seus artigos de jornal e de revista, em reportagens de TV e de rádio, e em blogues.
Gordon estima que 350 milhões de pessoas em todo o mundo ouviram a notícia de que o Resort Universal Orlando estava a criar o parque temático The Wizarding World de Harry Potter.
Tudo isto apenas dizendo a sete pessoas.
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Years of experience: 16. Registered at ProZ.com: Jul 2009.
My name is Sílvia Dias and I am Portuguese. I have been working in the translation field for about two years now. I have worked as the Portuguese Editor for two editions of Trivial Pursuit. In these projects, I was also working as a translator, a writer and a proofer.
I am a perfeccionist and I put all my attention, heart and soul in what I am doing, for my main goal is to deliver a good work and please the client. I have also translated some texts for Microsoft and Marketing e-Books. I never missed a deadline, I am competent and responsible.
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