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Quality Management for the Localization of Marketing Texts

Quality Management for the Localization of Marketing Texts. To Claudia Schumann-Hübl, my partner in 6 years of quality control.

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Quality Management for the Localization of Marketing Texts

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  1. Quality Management for the Localization of Marketing Texts

  2. To Claudia Schumann-Hübl, my partner in 6 years of quality control

  3. Within the localisation process of a larger product or a product group, we typically expect several deliverables, often with diverse tool requirements (manuals, software, help texts). • During the course of this project, also the question for marketing material localization comes up. This is a different form with other requirements; serving a different group of customers with other expectations. Therefore, special challenges arise – also from a quality point of view.

  4. What are we talking about? • Brochures • Spec sheets • Websites

  5. Whom are we working for? • Customer contacts: • Marketing Managers • Sales Specialists • >> not always the person also responsible for technical documentation • >> often someone not fully familiar with the localization business (not their core activity)

  6. Challenges: • Consistency with technical documentation (Terminology) • Corporate identity • Language & Style • Layout matters (difficult formats, complicated DTP work, expansion in some languages) • Customer expectations

  7. Clear communication beween customer and translator is crucial: • Translation memories • Reference material • Target group information • Quality of the source • Style guides • Expectations • Regional conventions

  8. Quality assumptions • Translation is not copy-writing • Translation is done by a native speaker, with expert knowledge of the subject, yet customer proof-reading is needed • Problems with the source text should be solved in advance • Consistency issues between technical documentation and marketing material should be discussed and solved in advance

  9. Quality challenges • >>We assume a translation correct in language and grammar • BUT the customer should not expect a translator to know every detail of his business

  10. Understand the psychological factors behind customer‘s criticism • ‚Politics‘ • Taste • Lack of time/resources • Expectations

  11. Help your customer to understand, what translation can do… • Correct rendering of the original • Flawless language and grammar • General knowledge of specialist area

  12. … and what not… • No copy-writing • No expert knowledge (products, features) • No term decisions • No changing of the text (editing)

  13. Internal processes help to visualize how quality is maintained • QA responsible within company • A competent and experienced counter-part for QA matters • Rules for selection of freelancers • Professional certification of PM to demonstrate their competence (CLP) • ISO certification

  14. ISO Certification • The DIN EN ISO 9001:2000 certification shows that quality processes for translation companies comply with industry standards.

  15. Questions? • Tell me about your experiences with QA matters…

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