Globalizing Music-Audio Sales - NAMM 2015 H.O.T. Zone Presentation by Marek Makosiej
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What do Apple, Microsoft, Dell, Samsung, Logitech and many others do as a core part of their marketing and document management strategies that the majority of those in the pro-audio and music industry fail to do? What do Avid, Shure and just a handful of others industry do that they are so successful in increasing their global market share and their international customer base? Discover the missing link between you and your clients - translation and localization - and learn why and how to implement your multilingual content strategy and tools to increase your revenue in a much faster and efficient way. Education for pro audio and music manufacturers' representatives about how – with translation and localization services - they can grow their businesses globally. Learn about an important and relatively unexplored way to boost sales from international markets.
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Globalizing Music-Audio Sales - NAMM 2015 H.O.T. Zone Presentation by Marek Makosiej
- 1. Globalizing Music-Audio Sales How translation and localization affects your results on international markets
- 2. Marek Makosiej Managing Director at Translation and Localization Companies
- 7. ou sell your products on international mark
- 8. Do you translate your content?
- 9. What do you translate?
- 10. Why do you translate?
- 11. Why don’t you translate?
- 12. Do you plan to translate in the near future?
- 13. he World Is Not Enoug
- 14. nglish is NOT ENOUGH
- 15. 27%
- 16. Just 27% of the Internet users speak English
- 17. 6%
- 18. Less than 6% of the world population speaks native English
- 19. 71%
- 20. ign customers prefer to buy products accompanied by content in
- 21. 60%
- 22. them won’t buy from you if you don’t meet that exp
- 23. 60%
- 24. 60% say language is more important than price Read: translation could improve your sales and margins
- 27. 13 languages that matter most Read: allow you to reach 90% of the world’s online wallet
- 29. exporters lost international business due to language and cultura Source: British Chamber of Commerce
- 30. $38 bln
- 31. 33%
- 32. that placed least value on language skills had an annual export t Source: A 2004 survey by the British Chamber of Commerce, in conjunction with the BBC Language Survey
- 33. sidering language skills important were doing much better in gene Source: A 2004 survey by the British Chamber of Commerce, in conjunction with the BBC Language Survey
- 34. Are you avoiding hurdles for your export?
- 35. Are you prepared for global expansion?
- 36. Do you have language and translation strategy?
- 38. • Where are you selling to now? • Where do you want to sell to in the next 12 months? • Where do you want to sell to in the next 24 months? • What are the local markets that bring you the most revenue? • What are the local markets that bring you the least revenue? • What are the markets you see the greatest potential in, yet you are not getting as much revenue as you should from yet? • What are your main business touchpoints in the order of priority? Questions that you need to ask yourself first
- 39. How - Service Provider and Process
- 40. Professional Language Service Provider (LSP) • All necessary skill under one roof • Consistency • Processes (e.g. quality control) • Project management • Vendor management • Technology and tools • Industry/product type focus
- 41. Freelancer • Industry/product type focus/expertise • Usually just 1 language combination covered • Project management is on your side • Vendor management is on your side • Availability issues • Reliability issues • Limited volumes • No review by another linguist
- 42. Single Language Vendor (SLV) • Many of the advantages of an LSP • Usually just 1 or 2 language combinations covered • Project management is still on your side • Vendor management is still on your side
- 43. Regional Language Vendor (RLV) • Many of the advantages of an LSP-MLV • Language combinations of a given region covered • Project management is still on your side • Vendor management is still on your side
- 44. In-house • Expensive • Time- and resource-consuming
- 45. Distributors • Inexpensive • Project management on distributor’s side • Vendor management on distributor’s side • No control over processes • No control over resources
- 47. Translation Memory Tools (CAT) • SDL Trados Studio • memoQ • memSource
- 48. Terminology Management Tools • MultiTerm • qTerm
- 49. Quality Assurance (QA) Tools • XBench • QA Distiller
- 50. Project Management, Vendor Management and Workflow Tools • Plunet • XTRF
- 51. Education! • Ask your language service provider for consultancy • Talk to experts from translation industry • Read about translation and localization • Go to translation conferences (LocWorld) • Become a member of one of translation organizations (GALA)
- 53. Act Now!
- 54. • Speak to your decision makers (unless you are the one) • Involve your potential LSP partner in the educative side of the whole endeavour • Let them show the value of translation to the decision makers • Leave your card to receive a FREE action plan template and language toolkit • Schedule 1 h when you are back from NAMM to fill it in
- 55. Questions? atl10n@atl10n.com +48 89 614 11 00 Marek Makosiej Managing Director of ATL (Audio Technology Localization)