Globalizing Music-Audio Sales
How translation and localization affects your results on international markets
71% of potential foreign customers prefer to buy products accompanied by content in their native language
60% say language is more important than price
Read: translation could improve your sales and margins
•English•Japanese•German•Spanish•French
•Simplified Chinese•Italian
•Portuguese•Dutch•Korean•Arabic
•Russian•Swedish
20% of UK’s exporters lost international business due to language and cultural differences
Source: British Chamber of Commerce
Only 33% of companies that placed least value on language skills had an annual export turnover above $750,000
Source: A 2004 survey by the British Chamber of Commerce, in conjunction with the BBC Language Survey
Companies considering language skills important were doing much better in generating business
Source: A 2004 survey by the British Chamber of Commerce, in conjunction with the BBC Language Survey
• 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
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
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
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
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
Distributors
• Inexpensive• Project management on distributor’s side• Vendor management on distributor’s side • No control over processes• No control over resources
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)
• 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
Questions?
+48 89 614 11 00
Marek Makosiej
Managing Director of ATL (Audio Technology Localization)