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Glossary entry

Spanish term or phrase:

padrino o patrocinador (online marketing)

English translation:

endorser/sponsor

Added to glossary by TravellingTrans
Nov 30, 2014 16:13
9 yrs ago
Spanish term

padrino o patrocinador (online marketing)

Spanish to English Marketing Retail Web purchasing
I am translating a website that aids retailers wishing to set up an online store.

The original uses the two expressions above, a lot, to refer to a person who recommends a product to a friend. If that friend then purchases anything then the referrer (ugly - but my current draft) receives a reward in the form of free products or discounts.

Any idea what we call such a person (and the process involved). It is certainly not sponsorship, which is what their glossary recommended.

Cheers,

Berni
Proposed translations (English)
3 -1 endorser/sponsor
4 +1 referrer
4 +1 recommender
Change log

Dec 7, 2014 00:12: TravellingTrans Created KOG entry

Discussion

Rachael West Dec 4, 2014:
Btw... Sorry, I know you are wanting somebody to come along and say "ah, I know what you mean, it's..." but in the absence of that, this is the best I can come up with... :-)
Rachael West Dec 4, 2014:
Ok hadn't seen the extract of Spanish text... it seems it isn't network marketing, no. If you are not comfortable with sponsor, I would be inclined to use recommend/recommender as Neil suggests. So for the extract of text you have given: "Recommendation is a form of allowing a user to invite..."... The act of recommending can result in rewards given to the new users and/or for the recommenders (users who invite others).... etc.
Berni Armstrong (asker) Dec 4, 2014:
Exactly Rachel.. Some of the suggestions have been too specialised for what this involves. But that is always useful, because the Term Search engine will throw them up on any future search and they may well help someone researching network marketing. I've benefited from such situations before. I was hoping someone with experience in the field would turn up and give me the definitive term, with links to prove it, but time waits for no-one, so I will have to go for one of the offered terms soon.
Rachael West Dec 4, 2014:
Are you sure... It is about online shopping and not about network marketing? (MLM).
neilmac Dec 1, 2014:
According to my wikipedia link, "influencers" is what this type or sponsor/recommender is called and the practice is known as "influencer marketing".
Berni Armstrong (asker) Dec 1, 2014:
Exactly Phil... If I could have been sure that referrer was the usual technical term for this I'd have gladly used it. However, when I put it past my client they told me that they used that term for something else and asked me to think again. Thank goodness for my irrationality then, eh ? ;)
philgoddard Dec 1, 2014:
It's you that's reinventing the wheel, not us! I feel you've taken an irrational dislike to a perfectly good word, referrer. The dictionary definition of "reinvent the wheel" is "to take a great deal of time and effort creating something that already exists."
Berni Armstrong (asker) Dec 1, 2014:
While I appreciate.... the answers so far, it would seem that those who have answered are attempting, like I am, to reinvent the wheel. I can't believe that there is no existing accepted term for this, given that it is an essential part of online shopping. I am guessing that us older freelance translators don't buy much on-line and so we are less immersed in the "online shopping experience" ;)
Berni Armstrong (asker) Dec 1, 2014:
Robin, you got it here... Scroll down in this discussion top see some context in Spanish.
Jennifer Levey Nov 30, 2014:
Echoing phil's request "... could we have some Spanish context, please?"
TravellingTrans Nov 30, 2014:
sponsorship does not have to be about money From Merriam-Webster:
2: one who assumes responsibility for some other person or thing

considering the three forms of patron, apadrinamiento, apadrinado, padrino, it's pretty clearly sponsorship, sponsored, and sponsor

you could use referralship, referred, and referrer, but if the client has already specified a preference for sponsor in the glossary why not use that?

Here is a fairly good definition of sponsor in the general terms as it seems to apply here:

A person or organisation with some sort of responsibility for another person or organisation, especially where the responsibility has a religious, legal, or financial aspect. http://en.wiktionary.org/wiki/sponsor

Ultimately it's your choice but why go against the client?
Berni Armstrong (asker) Nov 30, 2014:
Referrer ? I find the word ugly and I am not sure it is the current term. I mean this system is global involving some of the largest online retailers out there. So I suppose someone has invented a term already that is the industry standard. Sponsors doesn't seem right to me because the person recommending a site is not providing any capital in doing so. That to me is the essence of sponsorship. But then I am an old bricks and mortar store buyer in general ;)
Berni Armstrong (asker) Nov 30, 2014:
apadrinamiento El apadrinamiento es un módulo que permite a un usuario invitar a sus contactos para que compren en la tienda virtual. La acción de apadrinar (invitar a terceros) se puede premiar con recompensas para los apadrinados (usuarios invitados) y/o para los padrinos (usuarios que invitan). Cada definición de apadrinamiento implica definir una condición y se pueden definir tantos como se necesite. El cumplimiento de una condición desencadenará las acciones que se el hayan asociado. Si en la condición interviene gastar una cantidad, las compras de los apadrinados se acumulan hasta alcanzar la cantidad de la condición, teniendo en cuenta que los importes que se acumularán son los asociados únicamente a pedidos <strong>Completados</strong>.<br>En este primer paso se deben establecer los ajustes básicos y definir la condición que debe cumplir este apadrinamiento para otorgar la recompensa.
philgoddard Nov 30, 2014:
I don't see what you dislike about referrer - but could we have some Spanish context, please?

Proposed translations

-1
26 mins
Selected

endorser/sponsor

this is simply a roughly synonymous offering if you don't like referrer, and while it might not be sponsorship, you could certainly use sponsor, as padrino and patrocinador both have a meaning of sponsor, recommender is another possibility
there is no specific word exactly for this, but either sponsor or endorser should do
Note from asker:
Robin has perfectly summed up why I am uneasy with Sponsor. Endorser is more semantically interesting, but I am still hoping someone who works regularly in the field will come along and say in full confidence. "Oh you mean: XXXX" :)
Peer comment(s):
disagree Jennifer Levey : There's little in common between an 'endorser' (who recommends a product on a one-to-one' basis in exchange for a small reward) and a 'sponsor' (who provides funds to sustain someone else's activity in exchange for mass promotion of their own).
6 hrs
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "We went with endorser in the end since the person recommending is endorsing the store or the product. Difficult one to call. Thanks for all your help people. "
+1
3 hrs
Spanish term (edited): padrino o patrocinador

referrer

See the additional context in the discussion box.
I don't agree that this word is "ugly". It means someone who refers someone else, which is the case here. Sponsor, on the other hand, is ambiguous, as it can also mean someone who provides funding, which is not the case.
Example sentence:

To receive credit for a referral under the Refi Referral Bonus program, eligible referrers must create a referral program account on this page

Referrer and referee must not engage in syndicate wagering or bonus abuse by playing both sides of same game or line.

Reference:

https://www.sofi.com/referral-program/

http://www.betus.com.pa/about-us/referral-bonus-rules.aspx

Peer comment(s):
agree AllegroTrans
20 hrs
Something went wrong...
+1
16 hrs

recommender

(Although I'd usually prefer sponsor)
Recommend v.tr. 1. To praise or commend (one) to another as being worthy or desirable; endorse: recommended him for ...


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Note added at 17 hrs (2014-12-01 10:13:17 GMT)
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http://theprofessorisin.com/2012/01/17/why-you-need-recommen...

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Note added at 18 hrs (2014-12-01 10:14:18 GMT)
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In the link it refers to academic reference providers, but it could be used in other areas too.

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Note added at 19 hrs (2014-12-01 11:23:01 GMT)
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Ok, so I'm not mad keen o "recommender either. How about "influencer?
"Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.


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Note added at 19 hrs (2014-12-01 11:23:21 GMT)
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http://en.wikipedia.org/wiki/Influencer_marketing

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Note added at 1 day2 hrs (2014-12-01 18:24:16 GMT)
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"Early adopters" could be an option to consider; the wikipedia entry also calls them Lighthouses":
"An early adopter or Lighthouse Customer is an early customer of a given company, product, or technology;"

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Note added at 1 day2 hrs (2014-12-01 18:25:01 GMT)
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"Beacon" is another (IMHO silly) term employed with a similar meaning.

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Note added at 1 day2 hrs (2014-12-01 18:26:18 GMT)
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Look further afield and you find "A barker is a person who attempts to attract patrons to entertainment events, such as a circus or funfair".

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Note added at 1 day2 hrs (2014-12-01 18:28:25 GMT)
--------------------------------------------------

And, really plumbing the depths now, we have the rather negative "shill":A shill, also called a plant or a stooge, is a person who publicly helps a person or organization without disclosing that they have a close relationship ...
Note from asker:
Neil! Thanks for all your brainstorming! Whoever finds this page in future will get some great help for an article on all the different types of e-marketing. But the most recent terms added are more specific to certain contexts. Eg "influencer" would appear to be key personnel (celebrities? Youth icons? etc). Whereas my context implies any person who recommends a site to a friend and gets a reward for doing so.
Peer comment(s):
agree Rachael West
3 days 1 hr
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