mastering multilingual marketing
DESCRIPTION
simplify your marketing translation complexity. Mastering Multilingual Marketing. Contents. Global to Multilingual Marketing Philips Lighting Case Study Process & Tool Demo Statistics Philips Lighting Benefits Lessons Learnt. Global Marketing Evolution. Domestic Marketing - PowerPoint PPT PresentationTRANSCRIPT
MASTERING MULTILINGUAL MARKETING
simplify your marketing translation complexity
Contents
• Global to Multilingual Marketing
• Philips Lighting Case Study
• Process & Tool Demo
• Statistics
• Philips Lighting Benefits
• Lessons Learnt
Global Marketing Evolution
• Domestic Marketing
• International Marketing
• Multinational Marketing
• Global Marketing
Global Marketing Trends
• Domestic marketing increasingly abandoned
• Product launches increasingly regional or
global
• Centralization and regionalization
• Global brand versus local content friction
• Key barrier to global marketing: LANGUAGE
Considerations before going multilingual
• Product portfolio
• Product specifications
• Pricing
• Examples or references
Key decisions before going multilingual
• Which markets will run the campaign?
• Which languages and/or language variants?
• Who owns the translation budget and process?
• Who will review the translations?
• How to ensure global consistency?
Without aligning expectations...
Without aligning expectations...
Without aligning expectations...
Without aligning expectations...
Philips Lighting Case Study
Challenges
• Manual InDesign-based process
• Heavy burden on campaign managers
• No use of translation memory
• Offline review using post-it notes in PDF
Solution
• Process redesign
• Content conversion to XML
• Online Localisation Tool (OLT)
• Automated file transfer OLT-Lionbridge
Philips In-Country Reviewers
Lionbridge & Relate4u
Philips and/or Creative Agency
Handoff Source InDesign File
In-Country Translators
Prepare XML Master File
Analysis & Quoting
Quality Control
Check Layout & Update TMs
Project ClosurePrinting / Publishing
Review Source
Translation
Approve Changes
Localize Translations
typical publications
typical publications
local variations – product portfolio
local variations – additional information
xml representation – master file
<textframe width="107" height="30" left="43.6" top="160"vertical-align="bottom"> <body font="Gill Sans" font-size="25" color="rgb-icc(#CMYK,100%,55%,0%,55%)" line-height="27" trans-id="073c8ab6">
ArcTone - choose your own style
</body>
</textframe>
xliff – master vs translation
<trans-unit id="073c8ab6" element="body">
<source>
ArcTone – choose your own style
</source>
<target>
ArcTone – choose your own style
</target>
</trans-unit>
<trans-unit id="073c8ab6“ element="body">
<source>
ArcTone – choose your own style
</source>
<target>
ArcTone - zvolte si svůj vlastní styl
</target>
</trans-unit>
xml representation – master file
<textframe width="107" height="30" left="43.6" top="160"vertical-align="bottom"> <body font="Gill Sans" font-size="25" color="rgb-icc(#CMYK,100%,55%,0%,55%)" line-height="27" trans-id="073c8ab6">
ArcTone - zvolte si svůj vlastní styl
</body>
</textframe>
Case Study statistics
Case Study statistics
Benefits
• 60% cost savings on publishing & layout tasks
• 20% cost savings through translation memory
• 10-50% reduction in turnaround time
• Full visibility in translation spend and savings
through Lionbridge Freeway reports
• Huge reduction in time spent to coordinate
translation validation
• Happy in-country marketing managers
Lessons Learnt
• Request early feedback from markets on source content and expected adaptation requirements
• Don’t expect translators to be able to create print-ready marketing copy from day one
• Accept that preferential changes will always occur in the review of marketing translations
• Avoid endless discussions about quality by clearly setting and aligning expectations
• Decide early on which translation review resources, process and tools to use
• Centrally control the process and global branding, but always allow for local adaptations
• Create and maintain a benefits overview for the implementing organization
