Mastering Multilingual Marketing

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...




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>


</target>

</trans-unit>

<trans-unit id="073c8ab6“ element="body">

<source>


</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

Mastering Multilingual Marketing

Documents

translation validationhappy

translation memory10

translation budget

translation review resources

printready marketing

cost savings

global branding

global consistency