MASTERING MULTILINGUAL MARKETING simplify your marketing translation complexity.

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 simplify your marketing translation complexity.

Documents

style slide

translations slide

language slide

country marketing managers

contents global

global centralization

global branding

global consistency