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Mastering Multilingual Marketing:
Streamlining Your Marketing Translation Process
Please note that the audio for this webc...
Global Marketing Evolution

          Domestic Marketing

         • Marketing fully initiated and executed in local marke...
Global Marketing Trends

                           Local brand
                         management and                   ...
Translating Slogans

      It may be possible in some cases…




      … but try these:
            "Look sharp feel sharp...
Translating Slogans

      Names and slogans that didn’t work so well…




Company confidential – distribution prohibited ...
Going Multilingual with Marketing

 What might be impacted when going multilingual?


     Product mix
     Product specif...
Going Multilingual with Marketing


              Which key decisions must be made?



                                   ...
Traditional Translation Process

     Client and/or                  Translation Project             In-Country      Clien...
Marketing Translation Process Challenges

   Client and/or                  Translation Project                In-Country ...
Marketing Translation Process Challenges

            Requirements                          • Local markets are undecided ...
Without Aligning Expectations…

                                                                     “Why are these
      ...
Translation versus Localization: Cost = Quality




            Quality                          Quality                  ...
New Translation Process
   Client and/or                    Translation Project             In-Country    Client In-Countr...
New Tranlsation Process Benefits
   Client and/or               Translation Project
       One-time upfront investment    ...
New Translation Process Benefits

                                 60% cost savings on publishing & layout tasks

        ...
Summary & Best Practices



 Request early feedback                               Don’t expect
                           ...
Machine Translation?

 And if you think Machine Translation is the answer…




 …make sure the translation server works!
 ...
Knowledge Center




                    An Guide to Effective Global
              Marketing

                           ...
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Mastering Multilingual Marketing Part 1

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Mastering Multilingual Marketing Part 1: Streamlining Your Marketing Translation Process

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Transcript of "Mastering Multilingual Marketing Part 1"

  1. 1. Mastering Multilingual Marketing: Streamlining Your Marketing Translation Process Please note that the audio for this webcast will be streamed. Presented by Bert Esselink Moderated by Paula Shannon November 13, 2008
  2. 2. Global Marketing Evolution Domestic Marketing • Marketing fully initiated and executed in local market • Primary focus on local competition International Marketing • Most marketing mix decisions in local markets g • Limited coordination by corporate marketing organization Multinational Marketing • Customize the knowledge and products for diverse markets • Differences in each market used to adapt the marketing mix Global Marketing • Identify the universal culture and restrictions to each market • Goal is to penetrate multiple places with a minimally customized marketing mix Many companies practice multi-domestic marketing for having multi domestic simply inherited decentralized structures of international marketing Company confidential – distribution prohibited without permission
  3. 3. Global Marketing Trends Local brand management and Key barrier to marketing g global marketing: g g increasingly LANGUAGE abandoned Product launches Increased focus on increasingly emerging regional or global economies Centralization & Global brand regionalization of versus local campaign content friction execution ti Company confidential – distribution prohibited without permission
  4. 4. Translating Slogans It may be possible in some cases… … but try these: "Look sharp feel sharp" – Gillette Look sharp, sharp "Don't be vague. Ask for Haig." – Haig Scotch Whisky "Nothing runs like a Deere" – John Deere “Sense and Simplicity” – Philips Sense Simplicity Company confidential – distribution prohibited without permission
  5. 5. Translating Slogans Names and slogans that didn’t work so well… Company confidential – distribution prohibited without permission
  6. 6. Going Multilingual with Marketing What might be impacted when going multilingual? Product mix Product specifications Pricing Examples or references E l f Company confidential – distribution prohibited without permission
  7. 7. Going Multilingual with Marketing Which key decisions must be made? Which Who owns Which languages the Who will How to markets will and/or translation review the ensure global run the language budget and translations? consistency? campaign? variants? process? Company confidential – distribution prohibited without permission
  8. 8. Traditional Translation Process Client and/or Translation Project In-Country Client In-Country Advertising Agency Management Office Translators Reviewers Handoff Analysis, Source File Quoting Prepare for P f Translation & T l ti Translation Editing Quality Control Conversion & Validate Layout Translations Printing / Project Incorporate Publishing Closure Changes Company confidential – distribution prohibited without permission
  9. 9. Marketing Translation Process Challenges Client and/or Translation Project In-Country Client In-Country Advertising Agency Management Office Translators Reviewers Handoff Analysis, Linguistic Creativity Source File Quoting Prepare for Scoping & Cost T P f Translation & l ti Translation Control Editing Requirements Validation Process Definition Management Quality Control Translation Memory Conversion & Management Validate Layout Translations Printing / Project Incorporate Publishing Closure Changes Company confidential – distribution prohibited without permission
  10. 10. Marketing Translation Process Challenges Requirements • Local markets are undecided if campaign will be executed • No local content check done to establish usability Definition • How to balance global branding and local relevance? Scoping & Cost • Translating marketing more expensive than technical content • Unclear what copyediting level is included in word rates Control • The “preferential changes” issue Validation Process • How many review cycles? How to avoid long delays? • Validation of translations with or without final layout? g Management • Who is responsible for validation management? p g Translation Memory • Is translation memory useful for marketing content? • How to update memories after layout and multiple revisions? Management • Avoiding translation memory pollution Linguistic • What to expect of a translator? • How is quality defined and measured? Creativity • H How t deal with advertising slogans? to d l ith d ti i l ? Company confidential – distribution prohibited without permission
  11. 11. Without Aligning Expectations… “Why are these “This translation French always so c est horrible! c’est horrible!” difficult?” “I was paid to I translate, not to copywrite!” “AARGGHH!” Company confidential – distribution prohibited without permission
  12. 12. Translation versus Localization: Cost = Quality Quality Quality Quality Quality English Translated Copy Localized Copy Locally Created Campaign Campaign Copy Copy Linguistic g Creative Cultural Commercial Close collaboration between translator and subsidiary Embed translator in creative campaign process Share branding or marketing guidelines with translators Improve consistency of messaging Company confidential – distribution prohibited without permission
  13. 13. New Translation Process Client and/or Translation Project In-Country Client In-Country Advertising Agency Management Office Translators Reviewers Handoff Prepare XML Review Source File Master File Source Analysis A l i & Localize L li Translation Quoting Translations Approve Quality Control Changes Check Layout & Update TMs Printing / Project Closure Publishingg Company confidential – distribution prohibited without permission
  14. 14. New Tranlsation Process Benefits Client and/or Translation Project One-time upfront investment Countries can provide earlyClient In-Country In-Country Advertising Agencysavings Management Office for source, for Translators feedback on adaptations Reviewers translated versions needed for local market Handoff Prepare XML Review Source File Master File Source Translators and countries both Analysis A l i & Translation Localize L li know that the output will be Quoting Translations translations Approve Quality Control Changes Translator does final check and learns from comments for future projects Check Layout & Update TMs Countries can edit translations in browser-based XML editor, have full WYIWYG and control Printing / Memories are automatically Project Closure Publishingg updated f d t d from XML export t (paragraph-based) Company confidential – distribution prohibited without permission
  15. 15. New Translation Process Benefits 60% cost savings on publishing & layout tasks 20% cost savings on translation through use of Translation Memory 10-50% reduction in turnaround time No manual file transfers by web services link between XML environment and Lionbridge Freeway g y Full visibility in translation spend and savings through Freeway Huge reduction in time spent to coordinate translation validation Happy in country marketing managers (i.e. clients in-country (i e of corporate marketing) Company confidential – distribution prohibited without permission
  16. 16. Summary & Best Practices Request early feedback Don’t expect Accept that preferential from markets on translators to be able changes will always source content and to create print-ready occur in the review of expected adaptation p p marketing copy from g py marketing translations requirements day one Avoid endless Centrally control the Decide early on which discussions about process and global translation review quality by clearly branding, but always resources, process and setting and aligning tti d li i allow for local ll f l l tools to use expectations adaptations Company confidential – distribution prohibited without permission
  17. 17. Machine Translation? And if you think Machine Translation is the answer… …make sure the translation server works! k th t l ti k ! Company confidential – distribution prohibited without permission
  18. 18. Knowledge Center An Guide to Effective Global Marketing Key Steps for Meaningful Communications around the World : Best Practices for Developing your International Online Brand Company confidential – distribution prohibited without permission
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