The boutique translation agency: small is beautiful
In the latest translation news, yet another year of mergers and acquisitions is in full swing in the language industry. TransPerfect’s recent acquisition of Semantix bolsters its share of the Nordic languages market. TransPerfect is now the biggest translation company in the world and is looking to increase its customer base considerably aiming to reach a billion-dollar turnover by the end of the year. We can expect to see many more challenger agencies snapped up by rapidly growing multinational groups as part of their merger strategies. Could the boutique translation agency be next on their menu?
Mass market companies
For decades, businesses have turned to the world’s largest, usually American language service providers: global translation agencies offering a standardised service with a hefty price tag. The bigger the better, right?
Thousands of project managers and salespeople work day and night in Super Agency offices across the globe. Global Business translation services have opened up new markets for mass market companies by communicating their clients’ brands in every language under the sun. Global brands offering corporate, pre-packaged translation solutions – but at what price?
But, for most businesses, a presence isn’t enough. International enterprises lose out when their product or service isn’t as relevant as a local competitor’s.
As businesses seek relevancy and knowledge of their niche market, they are going small. In a David and Goliath scenario, a boutique translation agency continues to outmanoeuvre larger rivals delivering their clients the competitive edge with a human touch and perfect timing.
Large groups are finding themselves stretched, having to offer affordable rates for an ever-increasing range of language services.
What is a boutique translation agency?
A boutique translation agency brings the same type of niche services as a boutique law or PR firm. A boutique language agency can build closer client relationships and adapt to the client’s ever-changing needs. Boutique language service companies often provide client consultancy and are fast-paced and flexible enough to act as an extension of the client’s team.
Rather than trying to break through the bureaucracy of working with a large firm, with a tight, skilled team, a boutique firm reacts quickly providing rapid solutions to their clients’ problems. In addition, their compact size gives boutique firms the freedom to quickly navigate market trends and industry developments to offer innovative cutting edge services, fast.
Unlike large agencies that focus more on bulk project management, a boutique translation agency can give each client individual attention and does not try to meet every need. A small firm can offer quality language services, true expertise and excellent service. A boutique firm knows its target language, culture and industry inside out.
Boutique marketing translation agency
A boutique marketing translation agency is based on one simple concept: that translating marketing material takes more than just language skills – it takes real marketing know-how. For clients working with Asian languages, a specialist firm’s mastery of context and culture is key.
What’s more, boutique firms understand their target market and can offer more than language skills. Each member of the specialised team brings deep expertise across specific subject areas or industries, like marketing, technical or medical translations.
Many boutique agencies offer more than simple document translation by going even further to help clients gain relevancy in their local market. They offer services like creative writing, Linguistic Quality Assurance (LQA) App Translations and SEO optimised localisation services.
With a small firm, clients have much more than a specialised expert on hand. A boutique firm also brings a personal service.
Put simply, boutique companies know their clients. So instead of making clients choose from pre-packaged services, they learn their core values, goals and work style. Then, their service is built directly around the clients’ needs.
Since boutique agencies are small, they try hard to keep their business running and go the extra mile. That desire to earn and keep a client drives them to deliver excellent results consistently. They work with a wide range of highly trained, specialist translators and take quality control seriously. It’s not just a box to check – it’s their relationship with you.
Companies are often surprised to learn they can actually save money with a boutique firm. That’s partly because small firms tailor solutions to the client – not the other way around.
Smaller firms often elect to employ trusted linguists with extensive experience in their target market. Specialist Translators likely live in the country whose language they specialise in and receive payment in their local currency.
This allows a boutique agency to keep quality high and costs low. Translators are happy with generous rates in the local currency and stay with the agency long-term forming highly successful workgroups. On the other hand, clients are thrilled with the quality and value.
Why choose a boutique translation agency?
Customer satisfaction runs high when an innovative and agile team invests in their success. In an ever-changing, evolving world, a small firm can offer the most personalised solution. Clients who want to be relevant today, tomorrow and for years to come will continue to choose the company that evolves with them. With the winning combination of quality and value, boutique translation agencies are here to stay.