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 Closure Printing / Publishing Review Source Translation Approve Changes Localize Translations

typical publications

local variations – product portfolio

local variations – additional information

xml representation – master file ArcTone - choose your own style

xliff – master vs translation <trans-unit id="073c8ab6" element="body"> ArcTone – choose your own style ArcTone – choose your own style <trans-unit id="073c8ab6“ element="body"> ArcTone – choose your own style ArcTone - zvolte si svůj vlastní styl

xml representation – master file ArcTone - zvolte si svůj vlastní styl

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