With a heritage dating back 350 years, Burgess Pet Care has evolved from a family-run flour milling business into one of the UK’s largest producers of high quality pet foods to the specialist pet trade, offering a strong portfolio of leading brands.
Run by a team of dedicated and knowledgeable pet owners and lovers, Burgess are committed to making the lives of pets better - by producing great tasting, healthy foods and promoting pet welfare through industry and owner education.
Burgess attended the May 2010 Interzoo Exhibition in Nuremberg, exhibiting to more than 38,000 trade visitors from 115 countries. These figures make Interzoo the world's undisputed leading exhibition for pet supplies and a major stage to launch internationally.
THE CLIENT’S TARGETS
After carrying out research, Burgess decided to have their marketing media translated into German, French and Spanish – a logical step for an English company. These languages cover markets which have similarities to our own, with whom the UK has an existing trade record and logistically, are the most favourable.
Burgess’ Managing Director, Paul Miley and Marketing Manager, Naomi Chatterley, chose to work with Talking Heads after a proposal submission based on quality, attitude and price.
Burgess required their translations to be used across a wide and varied range of marketing materials - a corporate brochure, subtitles on a promotional film, price lists, PowerPoint presentations and the company website.
TALKING HEADS’ SOLUTION
Talking Heads pitched to Burgess after visiting them, carrying out research and discussing exactly what Burgess’ overall aims were. For example, what were their targets? Of course a high quality and accurate translation is crucial, but what other services would benefit them and their business development plans? The senior team at Talking Heads bore all this in mind when pitching to Burgess, including sending over pictures of their own much loved pets!
What we did:
- Assigned an experienced Project Manager who researched the area and managed the work as a ‘key project’ throughout the project lifecycle.
- Chose linguists with specific skills to match the language, cultural references and industry specialisms.
- Researched the industry in each target country.
- Translated and proof-read around 30,000 words across three languages.
- Carried out specialised research relating to brand words that had been cleverly invented by Burgess to reflect concepts, such as ‘Fibrevores’ to describe fibre eating animals. In each language we created words by mixing two existing concepts to form one new ‘brand’ word that was immediately identifiable by customers.
- Worked with other suppliers to the client, such as art-workers, project managers and media experts when implementing our translations into film subtitles, artwork for brochures, etc.
- Typeset PowerPoint files.
- Provided Burgess with a free-of-charge online glossary, also accessed by any Talking Heads authorised staff and linguists, ensuring continuity across all vocabulary. This glossary will be built up over time and can always be referenced when carrying out new translations.
- Carried out small edits, additions and amendments after the deadline, in record speed!
THE CLIENT SAID
"We set out to make a positive and very professional impact at Nuremberg, to show we have the capability to support new export customers. Talking Heads’ empathy with our business and the speed and accuracy in production greatly assisted us in getting across our brand and company values to new leads. Many of our new customers specifically commented on the quality of our marketing including the translations." Paul Miley, Managing Director
“I needed some additional text urgently translating for the website so that it would go live in time for the international show we were attending. I didn't expect to get anything back for at least a couple of days - but TH came back with the German, French and Spanish translations first thing the next day. I was extremely impressed at the speed with which Talking Heads turned this around - it exceeded my expectations and highlights once again their professional and efficient commitment to customer service!” Naomi Chatterley, Marketing Manager
To discuss your translation or interpreting requirement call 0114 257 2077 or email info@talkingheads.gb.com
