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Best Practices When Localizing And Translating Marketing Materials
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Best Practices When Localizing And Translating Marketing Materials


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The Internet is your gateway to the global market place. Immediately after connecting your Web site to the World Wide Web, you have access to previously untapped markets. With the right marketing …

The Internet is your gateway to the global market place. Immediately after connecting your Web site to the World Wide Web, you have access to previously untapped markets. With the right marketing tools and tactics, every company, no matter how small or large, can make its products and services available to millions and millions of potential consumers worldwide.

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  • 1. Localization and Translation Best Practices: Successfully Marketing Your Brand to a Global Audience Chris Raulf Marketing Manager ENLASO Corporation ENLASO Webinar November 2007
  • 2. What we’ll cover in this Webinar.. 1. Introduction to Localization and Translation 2. Defining Markets 3. What to Localize? 4. How to Approach a Localization Project 5. Publishing Tools 6. Search Engine Optimization ( g p (SEO) )
  • 3. 1. Introduction to Localization and Translation
  • 4. Industry lingo… Locale “Combination of language, cultural preferences character set Combination language preferences, set, and other information that describes a particular target market or audience.” Translation “The process of converting all of the text of words from a source language to a target language. An understanding of the context or meaning of the source language must be established in order g g g to convey the same message in the target language.” Localization (L10N) “Process of adapting a product for to a specific language or Process culture so that it seems natural to that particular region. Among other things, localization considers language, culture, customs and the characteristics of the target locale. locale
  • 5. ..more lingo… Internationalization (I18N) “The process of generalizing a product so that it can The handle multiple languages and cultural conventions (i.e. currency, number separators, dates, etc) without the need for redesign.” Globalization (G11N) “The “Th process th t addresses b i that dd business i issues associated with launching a product globally, such as integrating localization throughout a company after g g g p y proper internationalization and product design.”
  • 6. ..and some more lingo. Machine translation (MT) “A technology that translates text from one language to another using terminology another, glossaries and advanced grammatical, syntactic and semantic analysis techniques techniques.
  • 7. 2. Defining Markets
  • 8. Why you should consider localizing your marketing materials or localization in general. • Stay ahead of your competition - trend is multilingual and international • Tap into new markets p • Return on Investment – $10 return for every $1 spent in 2001 – $25 return for every $1 spent in 2007 • Required by law • E Etc.
  • 9. Local US Markets • Over 100 languages are spoken in the US US... • Spanish is the most common language amongst non native non-native English speakers • Nearly 50% of this populace identifies itself as having limited English skills / 14 million people • Request our recorded Webinar: A growing market: Non-English speakers in the US g p
  • 10. Demographics • Relative US population by language Data: US Census Bureau, 2000
  • 11. In vitro diagnostic (IVD) medical device industry regulations y g • Required languages - Europe Country y Language g g Country y Language g g Austria German Luxembourg French, German, Liezeburgish Belgium Dutch, French, German Malta Maltese or English Czech Republic Czech Netherlands Dutch Denmark D k Danish D i h Norway Norwegian Estonia Estonian Poland Polish Finland Finnish, Swedish Portugal Portuguese France French Slovakia Slovak Germany German Slovenia Consumer: Slovenian Greece Greek Prof: or English Hungary Hungarian Spain Spanish Iceland Icelandic Sweden Swedish Ireland English Switzerland French, German, Italian, Italy Italian Romanish also acceptable. Latvia Consumer: Latvian UK English Prof: or English, German Liechtenstein German
  • 12. Example markets • Europe – 27 countries with 23 languages – 6 additional countries coming – Represents 445 million consumers – Which languages for your products? Typically, 10-12 • A i core l Asia, languages – Simplified Chinese – Traditional Chinese – Japanese – Korean
  • 13. A sample from back home…
  • 14. Trend is Multilingual and International • Many large US corporations already generate 50% or more of revenues from the international marketplace.
  • 15. How Many Can You Reach?
  • 16. Internet Age • 50% of internet users worldwide do not speak English as their first language. • O Over the next two years, this number will increase to 66% percent, and growing….
  • 17. The world has changed Ten years ago the U S stood at the epicenter of the U.S. Web universe, English dominated the airwaves, and the dollar stood supreme. Today the U.S. is p y sixteenth worldwide in the percentage of its residents with broadband access to the internet and falling way behind in connection speed, China is coming on strong, and the dollar threatens to be supplanted by the Euro as the world’s favorite world s currency. Source: On the Web Some Countries Matter More than Others Web, Quantifying the Market Opportunity for Globalizing the Web Customer Experience -- By Donald A. DePalma, Benjamin B. Sargent, and R. Michael Powers
  • 18. Global Markets / Languages 2007 Country GDP in USD % of 2007 Internet Dominant Rank (billions) GWP Users Language (millions) > 60% 1 United States 13,244.5 27.0% 205.3 English 2 Japan 4,367.4 4 367 4 8.9% 8 9% 86.3 86 3 Japanese 3 Germany 2,897.0 5.9% 50.6 German 4 China 2,630.1 5.4% 123.0 Chinese 5 United Kingdom 2,373.6 4.8% 37.6 English 6 France 2,231.6 4.5% 29.9 French 7 Italy 1,852.5 3.8% 28.8 Italian 8 Canada 1,269.0 2.6% 21.9 English / French 9 Spain 1,225.7 2.5% 19.2 Spanish 10 Brazil 1,067.7 1 067 7 2.2% 2 2% 25.9 25 9 Portuguese 11 Russia 979.0 2.0% 23.7 Russian 12 South Korea 888.2 1.8% 33.9 Korean Source: Source: Common Sense Advisory Report: On the Web, Some Countries Matter More than Others
  • 19. 3. What to Localize
  • 20. What to localize - Website / portion of Website p - Product and Service Brochures - Collateral Materials - Instructions and Directions for Use (IFU and DFU) - Product Packaging - Corporate Literature - Advertisements - Newsletters - Annual Reports p - Business cards - Etc.
  • 21. Customers prefer buying from www. g g sites in their own languages • Nearly 3 out of 4 participants surveyed by Common Sense Advisory agreed that they were more likely to buy from sites in their own languages than in English. • Global consumers will pay more for products with information in their language. • Nearly 3 out of 4 participants surveyed agreed they are more likely to buy products if after sale support is in their o n lang age own language. Source: Can t Read, Won't Buy: Why Language Matters on Global Websites Can't Read Won t By Donald DePalma, Benjamin Sargent and Renato Benianatto Common Sense Advisory, Sept 2006
  • 22. Lost in translation….
  • 23. Source:
  • 24. Source:
  • 25. 4. How to Approach a Localization j Project
  • 26. How to approach a localization project • Do it yourself vs. working with a vendor y g • Benefits of Outsourcing Your Localization and Translation Work • Vendor selection process • Request for Information (RFI) process • Pricing Structure
  • 27. Do it yourself vs. working with a vendor • Depends on the project, budget, deadline, and quality expectations. • Qualified resources: – Project Managers – Linguists – Engineers – Publishers – QA personall – Etc.
  • 28. Benefits of Outsourcing Your Localization and Translation Work • Minimal coordination efforts on your part. • Single point of contact for all languages and tasks. • The multi-language service provider supplies highly qualified and experienced subject matter linguistic resources desktop resources, publishers, engineers, quality assurance (QA) personnel and project managers. • Established localization methodology across all languages. • ISO quality standards and processes (we highly recommend to work with a vendor who is ISO 9001:2000 registered) registered). • On-time project delivery (of particular importance if you are planning a simultaneous product roll-out). g )
  • 29. Vendor Selection Process / Request for Information Process q • Be prepared to invest: – Time,, – Money, – And the right amount of effort to find the vendor (or vendors) that’s best suited to meet your needs needs. • Request for Information (RFI)
  • 30. Vendor Selection Process • Technical Competence • Experience with comparable projects - references • Total commitment to quality and customer service • Communication processes • Reliability and proven follow up y p p • Willingness to develop long-term relationship • Resource availability • Absolute clarity on price – should be within 10- 15% of median price
  • 31. Pricing Structure (1) Project level Price Project management Typically 10-15% of total costs Documentation Price Translation Per word or per page Editing Per word or per hour Proofreading Per word or per hour Glossary/terminology development Per hour or per term (entry) Desktop publishing Per hour or per page Output (PDF/film/other deliverable) Per hour or per page Quality assurance/format proof Per hour or per page Graphics and screen captures p p Per hour or per object p j
  • 32. Pricing Structure (2) Software, Web sites & Price Online help Translation/edit/proof Same as for documentation Glossary/terminology development Same as for documentation Engineering Per hour Graphics and screen captures Per hour or per object Testing (verification) Per hour Translation memory administration Per hour New words Per word Fuzzy match 60-80% of per word rate Exact match/repetition 20-40% of per word rate
  • 33. 5. Publishing Tools Maxwell Hoffmann Manager of Consulting and Training Solutions ENLASO Corporation P: (805) 494-9571 E:
  • 34. Characteristics of Marketing Documents • Image and layout is equal in importance to the content • Complex or creative layout • Sophisticated, complex graphics • Larger document size due to bigger and more graphics • Advanced use of color – Tight control over color separations often needed in the print phase
  • 35. Issues unique to Marketing hard py copy • Length of text line is a design element – Visual element may not work after text expansion k f i • Careful use of white space – Also affected by language expansion • Text line order may be determined by line length
  • 36. Most popular publishing software Layout Software • Quark Xpress – Had about 90% market share in the 1990s • InDesign (Adobe) – Introduced later, 1999. Slow performance at first, but has outpaced Quark in some areas Graphic Creation and Editing • Ad b Ill t t Adobe Illustrator • Corel Draw
  • 37. Quark Xpress History • Born on MAC in 1987; Windows in 1992 • Xtensions opened up expansion via Third Parties • Support for Tables in 2002 • QuarkXpress 7 in 2006: – OpenType O T – Unicode – Job Definition Format – Composition Zones (multi-user collaboration)
  • 38. InDesign History • Launched in 1999 • Supported Windows and MAC • First DTP product to support Mac OS X in “native” native mode, 2002 – Market share on MAC platform grew exponentially – Quark shipped a release same week, OS 9 only • First major DTP product to support Unicode (multilingual), and OpenType fonts
  • 39. Quark Advantages • Tools to “pre-flight” a document (e g check for pre-flight (e.g. missing elements) • Compositions zones allow for collaboration – Layout and graphic elements can be edited outside the layout application y pp • Xtensions have led to hundreds of third party applications for color control and other extended pp functionality
  • 40. InDesign Advantages • Unicode support for several years so multilingual work is easier – Versions before Quark 7 require the more expensive passport version – Older versions of Quark require Asian version of product to publish Chinese or Japanese • Layout styles • Creative Suite integrates InDesign with Illustrator and Photoshop for more seamless editing
  • 41. Helpful Hints • If length of key text line will determine design elements, have text pre-translated to test it in target languages • Make sure that Graphics files have editable text – Avoid converting text to an “outline” (vector art) which outline makes editing and translation impossible – Once text is converted to an outline, you cannot edit it – If you need to convert text to an outline for “special effects”, save the original text first
  • 42. Non-editable Outline text
  • 43. Helpful Hints, continued • MAC Font issues – Many Mac fonts made for OS9 will not work with OSX – Use MAC utilities (e.g. StuffIt) to compress files on the (e g MAC before transfer to maintain font integrity • General Font issues – When selecting corporate fonts for marketing, see if style is available in non-Latin and Asian versions
  • 44. Helpful Hints, continued • PDF output for print – Make sure that you have thoroughly documented your p printer’s PDF specifications. p • Multiple layers – Avoid having multiple layers ( g text, layout, g p g p y (e.g. , y , graphics) ) compressed as one layer. More difficult to edit.
  • 45. 6. Multilingual Search Engine Optimization (SEO) p ( )
  • 46. Search Engine Optimization (SEO) Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a Web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks", the more searchers will visit that site. SEO can also target site different kinds of search, including image search, local search, and industry-specific vertical search engines. Source:
  • 47. Why SEO? • Inexpensive Marketing Strategy p g gy – 20 billion searches (June 2007) – Google Network: 4 billion searches – Yahoo Network: 2 billi searches Y h N t k billion h – Microsoft Network: 1.1 billion searches – Network: 403 million searches – AOL (Time Warner) Network: 341 million searches (Ti W )N t k illi h • Effective if done right • R t Return on Investment I t t
  • 48. Rule # 1 • Don’t try to cheat
  • 49. Rule # 2 • Don’t try to cheat • Create good and relevant content
  • 50. Rule # 2
  • 51. SEO Best Practices • Keyword research – Google AdWords – Wordtracker – Keyword Discovery – Overture (Yahoo) ( )
  • 52. SEO Best Practices • Localize Key Web pages • Multilingual M ltiling al Press Releases • Multilingual eNewsletter • Link exchange • Directories • Bilingual Blogs • Search Engine Marketing (SEM or Pay-per-click advertising)
  • 53. Thank you! Any questions? • Chris Raulf (303) 516-0857 x103 • Maxwell Hoffmann (805) 494-9571 ( )