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Mastering Multilingual Marketing

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

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Mastering Multilingual Marketing

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  1. simplify your marketing translation complexity Mastering Multilingual Marketing

  2. Contents • Global to Multilingual Marketing • Philips Lighting Case Study • Process & Tool Demo • Statistics • Philips Lighting Benefits • Lessons Learnt

  3. Global Marketing Evolution • Domestic Marketing • International Marketing • Multinational Marketing • Global Marketing

  4. 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

  5. Considerations before going multilingual • Product portfolio • Product specifications • Pricing • Examples or references

  6. 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?

  7. Without aligning expectations...

  8. Without aligning expectations...

  9. Without aligning expectations...

  10. Without aligning expectations...

  11. 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

  12. Philips and/or Creative Agency Lionbridge & Relate4u In-Country Translators Philips In-Country Reviewers Review Source Handoff Source InDesign File Prepare XML Master File Translation Analysis & Quoting Localize Translations Approve Changes Quality Control Check Layout & Update TMs Printing / Publishing Project Closure

  13. typical publications

  14. typical publications

  15. local variations – product portfolio

  16. local variations – additional information

  17. 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>

  18. 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>

  19. 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>

  20. Case Study statistics

  21. Case Study statistics

  22. 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

  23. 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

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