Mastering Multilingual Marketing Part 1

Mastering Multilingual Marketing:Streamlining Your Marketing Translation ProcessPlease note that the audio for this webcast will be streamed.

Presented by Bert EsselinkModerated by Paula ShannonNovember 13, 2008

Global Marketing EvolutionGlobal Marketing Evolution

• Marketing fully initiated and executed in local market • Primary focus on local competition

Domestic MarketingDomestic Marketing

• Primary focus on local competition

• Most marketing mix decisions in local markets

International MarketingInternational Marketing

g• Limited coordination by corporate marketing organization

Multinational MarketingMultinational Marketing

• Customize the knowledge and products for diverse markets • Differences in each market used to adapt the marketing mix

Global MarketingGlobal 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 havingMany companies practice multi-domestic marketing for having

Company confidential – distribution prohibited without permission

Many companies practice multi domestic marketing for having simply inherited decentralized structures of international marketingMany companies practice multi domestic marketing for having simply inherited decentralized structures of international marketing

Global Marketing TrendsGlobal Marketing Trends

Local brand management and

marketing Key barrier to

global marketing: gincreasingly abandoned

g gLANGUAGE

Product launches increasingly

regional or global

Increased focus on emerging

economiesregional or global economies

Centralization & regionalization of

campaign ti

Global brand versus local

content friction


execution content friction

Translating SlogansTranslating Slogans

It may be possible in some cases…

… but try these:"Look sharp feel sharp" GilletteLook sharp, feel sharp – Gillette"Don't be vague. Ask for Haig." – Haig Scotch Whisky"Nothing runs like a Deere" – John Deere“Sense and Simplicity” Philips


Sense and Simplicity – Philips

Translating SlogansTranslating Slogans

Names and slogans that didn’t work so well…


Going Multilingual with MarketingGoing Multilingual with Marketing

What might be impacted when going multilingual?

Product mix

Product specificationsProduct specifications

Pricing

E l fExamples or references


Going Multilingual with MarketingGoing Multilingual with Marketing

Which key decisions must be made?Which key decisions must be made?

Which Which Who owns Which markets will

run the campaign?

languages and/or

language variants?

the translation budget and process?

Who will review the

translations?

How to ensure global consistency?


Traditional Traditional Translation ProcessTranslation Process

Client In-Country Reviewers

Translation Project Management Office

Client and/or Advertising Agency

In-Country Translators

Handoff Source File

Analysis, Quoting

P f T l ti &Prepare for Translation

Translation & Editing

Quality ControlControl

Conversion & Layout

Validate Translations

Project Closure

Printing / Publishing

Incorporate Changes


Marketing Translation Process ChallengesMarketing Translation Process Challenges





Handoff Source File

Analysis, Quoting

P f T l ti &

Linguistic Creativity

Prepare for Translation

Translation & Editing

Quality Control

Requirements Definition

Scoping & Cost Control

Validation Process Management

Control

Conversion & Layout

Validate Translations

Translation Memory Management

Project Closure

Printing / Publishing

Incorporate Changes


Marketing Translation Process ChallengesMarketing Translation Process Challenges

• Local markets are undecided if campaign will be executed• No local content check done to establish usability• How to balance global branding and local relevance?

• Local markets are undecided if campaign will be executed• No local content check done to establish usability• How to balance global branding and local relevance?

Requirements Definition

• Translating marketing more expensive than technical content• Unclear what copyediting level is included in word rates• The “preferential changes” issue

• Translating marketing more expensive than technical content• Unclear what copyediting level is included in word rates• The “preferential changes” issue

Scoping & Cost Control

• How many review cycles? How to avoid long delays?• Validation of translations with or without final layout?• Who is responsible for validation management?

• How many review cycles? How to avoid long delays?• Validation of translations with or without final layout?• Who is responsible for validation management?

Validation Process Management p gp gg

• Is translation memory useful for marketing content?• How to update memories after layout and multiple revisions?• Avoiding translation memory pollution

• Is translation memory useful for marketing content?• How to update memories after layout and multiple revisions?• Avoiding translation memory pollution

Translation Memory Management • Avoiding translation memory pollution• Avoiding translation memory pollutionManagement

• What to expect of a translator?• How is quality defined and measured?

H t d l ith d ti i l ?

• What to expect of a translator?• How is quality defined and measured?

H t d l ith d ti i l ?

Linguistic Creativity


• How to deal with advertising slogans?• How to deal with advertising slogans?Creativity

Without Aligning Expectations…Without Aligning Expectations…

“This translation c’est horrible!”

“Why are these French always so c est horrible! difficult?”

“I was paid toI was paid to translate, not to

copywrite!” “AARGGHH!”


Translation versus Localization: Cost = QualityTranslation versus Localization: Cost = Quality

Quality QualityQuality Quality

Translated CopyEnglish Campaign

Copy

Localized Copy

CreativeLinguistic

Locally CreatedCampaign

Copy

CulturalCommercial

g

Close collaboration between translator and subsidiary

Embed translator in creative campaign process

Share branding or marketing guidelines with translators


Share branding or marketing guidelines with translators

Improve consistency of messaging

New Translation New Translation ProcessProcess





Handoff Source File

Prepare XML Master File

A l i &

Review Source

L liAnalysis & Quoting

Quality Control

Translation

Approve Changes

LocalizeTranslations

Quality Control

Check Layout & Update TMs

Changes

& Update TMs

Project ClosurePrinting / Publishing


g

New Tranlsation Process BenefitsNew Tranlsation Process Benefits





One-time upfront investment for source, savings for

translated versions

Countries can provide early feedback on adaptations needed for local market

Handoff Source File

Prepare XML Master File

A l i &

Review Source

L liTranslators and countries both Analysis & Quoting

Quality Control

Translation

Approve Changes

LocalizeTranslations

Translators and countries both know that the output will be

translations

Quality Control

Check Layout & Update TMs

Changes

Translator does final check and learns from comments for

future projects& Update TMs

Project ClosurePrinting / Publishing

Countries can edit translations in browser-based XML editor,

have full WYIWYG and controlMemories are automatically

d t d f XML t


g updated from XML export (paragraph-based)

New Translation Process BenefitsNew 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 time10-50% reduction in turnaround time

No manual file transfers by web services link between XML environment and Lionbridge Freewayg 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


Happy in country marketing managers (i.e. clients of corporate marketing)

Summary & Best PracticesSummary & Best Practices

Request early feedback from markets on

source content and expected adaptation

Don’t expect translators to be able to create print-ready marketing copy from

Accept that preferential changes will always

occur in the review of marketing translationsp p

requirementsg py

day one marketing translations

Avoid endless discussions about quality by clearly tti d li i

Decide early on which translation review

resources, process and

Centrally control the process and global

branding, but always ll f l lsetting and aligning

expectationsresources, process and

tools to use allow for local adaptations


Machine Translation?Machine Translation?

And if you think Machine Translation is the answer…

k th t l ti k !


…make sure the translation server works!

Knowledge CenterKnowledge Center

An Guide to Effective Global Marketing

Key Steps for Meaningful Communications around the World

: Best Practices for Developing your International Online Brand


International Online Brand

Business

Mastering Multilingual Marketing Part 1