padrino o patrocinador (online marketing)

English translation: endorser/sponsor

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
Spanish term or phrase:padrino o patrocinador (online marketing)
English translation:endorser/sponsor
Entered by: TravellingTrans

16:13 Nov 30, 2014
Spanish to English translations [PRO]
Marketing - Retail / Web purchasing
Spanish term or phrase: padrino o patrocinador (online marketing)
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
Berni Armstrong
Spain
Local time: 10:28
endorser/sponsor
Explanation:
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
Selected response from:

TravellingTrans
United States
Grading 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.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +1referrer
philgoddard
4 +1recommender
neilmac
3 -1endorser/sponsor
TravellingTrans


Discussion entries: 14





  

Answers


26 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): -1
endorser/sponsor


Explanation:
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


TravellingTrans
United States
Native speaker of: English
PRO pts in category: 4
Grading 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.
Notes to answerer
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 comments on this answer (and responses from the answerer)
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
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3 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
padrino o patrocinador
referrer


Explanation:
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(s):
  • 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.

    https://www.sofi.com/referral-program/
    Reference: http://www.betus.com.pa/about-us/referral-bonus-rules.aspx
philgoddard
United States
Native speaker of: English
PRO pts in category: 4

Peer comments on this answer (and responses from the answerer)
agree  AllegroTrans
20 hrs
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16 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
recommender


Explanation:
(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)
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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 ...


neilmac
Spain
Local time: 10:28
Native speaker of: Native in EnglishEnglish
PRO pts in category: 8
Notes to answerer
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 comments on this answer (and responses from the answerer)
agree  Rachael West
3 days 1 hr
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