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Enjoy! Please note that this is not based on actual events.
If your company is expanding to operate in multiple countries then you will, sooner or later, need a Global Marketing Manager. This role is very different than that of the local Marketing Manager.
Generally speaking, Global Managers Marketing should report to Chief Marketing Officers or the Chief Executive Officers. You might ask why do you need a Global Manager? The answer really lies in your company’s objectives as to why it’s expanding globally.
It will be the responsibility of your Global Marketing Manager to enhance your company’s international market share and profits. To that end, a successful Global Marketing Manager should assist in developing products/services that meet the international demands along with providing valuable input on pricing strategies.
Another area where the Global Manager Marketing will be actively engaged in is the localization of your content as your company begins to set up the new operations. In this regards, the localization of your content should be error free and be very considerate of your company’s culture, terminology preference, internal/external policies, and how the localized content will be perceived in the new marketplace.
For more information, contact us for a free consultation session.
So you’ve worked really hard for the last 20 years and have created a company that the Chinese are after. Should you sell it to them? This question is tougher than it sounds. Imagine selling your company to another organization right here in the USA! Now add complexities to this scenario that are 200 times more complex. Saab and Hawtai Motor Group are the perfect example!
After spending a lot of time and money in agreeing to a joint partnership where Hawtai would own 29% of Saab, the Chinese government “forced to terminate the agreement” according to Saab. The time and money that were spent on language services such as document translations and interpretations should not be underestimated.
A company that has more than 500 employees and is involved in manufacturing autos will have lot of documents and content that have to be translated before an agreement to joint partnership can ever be reached.
If you’re thinking about an Exit Strategy for your company, don’t bet on a Chinese acquisition unless you have done the following:
In all these situations, you will need localization/translation services and possibly interpretation services as well. Having your own language services provider that understands you and your company philosophy/culture will go long ways in making sure your interests are protected. Spending a few thousand dollars on localizing content is a very smart investment when you see what’s at stake, your entire company and its future!
Choosing your language services provider can be a time-consuming process, especially if you are not familiar with the industry.
We’ve created this blog/report to alert you to the common problems that can hinder the translations process and not allow your projects to flow as smoothly as they could. Setbacks, as we know, result in loss of productivity and ultimately loss of profit.
If you have experience working with language service providers, this report will help your company recognize past problems and improve your interactions in the future.
Because the language service industry is quite unique and may be unfamiliar to most companies, it can be hard to recognize that you are not getting the optimum value out of your current provider.
Below are some useful tips to keep in mind when selecting a language service provider for your company.
We will be the first to admit that in our industry, most of the companies promote that they have the same capabilities, knowledge and experience. Therefore, one would think that if you line up four or five vendors that offer similar services and guarantees of quality, you should be able choose the one with the lowest bid, right?
Well, not if you believe that cheap is never good and good is never cheap.
You likely had a few expectations before purchasing your car or home that were unique to your particular needs, lifestyle and family.
In fact, you most likely ended up choosing the dealer or agent who made you feel most comfortable and offered the best value. And while you likely didn’t have corporate pressure to save dollars when youchose these services, your own sense of economy likely kept you from buying that Mercedes or that mansion on the hill.
A translation company that gives you a quote that is much lower than other vendors may tell you they have special tools, processes or people to get the cost so low, but you would be wise to “look under thehood” before buying.
Examples we’ve heard from clients who initially went the bargain-basement route include:
Are we saying that the priciest quote from your two or three vendors would have given you the best translation? Not necessarily. Just like cars and homes, language services also have a market rate that is fairly consistent. At EPIC Translations, we do our best to ensure our clients receive a fair price that accommodates their budget, without compromising our quality standards and procedures.
Unless you are requesting a single translation, and you are certain you will never need translation services again, chances are exceptionally high that you will end up establishing a relationship with your translation vendor.
Just like the car dealer or realtor you ended up choosing because they were “a good fit,” so should your translation vendor be a “good fit” for you and your company’s culture. Ask yourself: “Would I want to work with this person and their company into the future?”
While smaller companies are easy to work with and provide a personal touch to the service they provide, they often do not have the resources necessary to complete large projects with aggressive deadlines. Larger corporations may have seemingly endless resources, but how easy is it to reach the person who is handling your project when you have questions?
One of the ways we at EPIC Translations are working hard to distinguish ourselves is by offering more value to our clients, in the form of an unheard of Guarantee and a transparent tracking system that allows clients to follow the stages of their project. No smoke and mirrors here!
We have the resources of a large corporation, but with the operating philosophy of a small company where each client has a dedicated project manager who not only works hard to complete your projects, but to build relationships as well.
Your company may have more translation cost-saving assets tucked away than you realize, especially if you are relatively new to translation services.
If you spend two hours on the phone each time your translation vendor needs a source or reference file that time will add up considerably raising the cost of the translation project. A little planning to ensure that the translations company has all the resources they will need can go a long way toward cutting cost and time for a given project.
Has your company used translation services in the past? You may discover that your company or the translation vendor for that project has an existing TM (translation memory) that could cut the cost of the current project considerably. The TM will have stored all of the translated phrases and terms from the last project, and the translated phrases can be re-used to some degree for the current project. (The TM will have to be relevant with similar terminology, same target languages, etc., and the previous translation will have to be of high quality to be re-used.)
For this reason, make sure you include post-project access to your translation memories in any contract you sign. If your translation project has a lot of text inside graphics, multimedia or PDFs that will require translation, think about the time it will take either your desktop publishing team or the vendor’s to do this work. It may be easier and more cost effective to have the language service provider complete the entire project, including the desktop publishing. However, make sure the language service providers that you choose has experience handling desktop publishing tasks.
At EPIC Translations, for example, we have highly experienced professionals solely dedicated to completing the desktop publishing portion of the project for our clients. Our clients save time and money by having us complete the desktop publishing because our rates are fair and we are then able to go back and have our editor linguists review the translation post publishing to ensure the formatting has not affected the translation in any way.
While your translation vendor may initially love the fact that you have blindly sent them EVERYTHING to be translated without giving it a second thought, this will actually present headaches if you do not intend for all of the information to be translated. Without clearly specifying what does and doesn’t need to be translated, you may find that you are repeatedly being asked to clarify your needs once the project is underway. Review what you are about to send your translation vendor and make sure everything is organized and comes with clear written instructions to compliment your verbal instruction.
For whom are you translating? Take the time upfront to understand your end users’ needs. You may discover that they prefer spec sheets in English and really only will benefit from a small percentage of support and marketing information in their native language.
We recommend that you combine this approach with your company’s overall global marketing strategy. There may be other advantages to translating large sections of the corporate marketing content, like Search Engine Optimization, brand equity, global lead generation, etc. The key is that you know exactly what business goal(s) the translation is going to accomplish before you request it.
Your translation vendor should be poised to help you achieve success in business with your translation, and not simply provide you with words in other languages.
Bottom line: The more information you can provide your vendor about the purpose of the translation, the better equipped the vendor will be to translate in a specific manner to achieve your business goals.
Whether it’s crafting a marketing message, creating a powerful advertisement, writing technical documentation, or designing a website, “audience is everything.”
In other words, you know when you see a presentation, hear a joke, or watch a commercial and you are definitely NOT the target audience, but somebody older or younger than you is. You don’t communicate the same way to your boss as you do your spouse or your children.
In like fashion, a message or copy is written specifically for an English-speaking audience in the U.S. does not translate easily and effortlessly into another language.
Just think of the variations and dialects of English spoken by people in different parts of the U.S., the U.K., Australia, India, and other parts of the world. When you travel to one of these areas, and you see local commercials that are heavy with the flavor of that region, you probably find yourself unable to follow everything that’s being said, in spite of the fact that it is in English.
The deciding factor in how English varies in these regions is, of course, that often loosely-applied word “culture.” There are endless ongoing scholarly debates about how culture and language are or aren’t affected by one another, but it should be readily apparent by the wide variations in English that culture and language are inseparable pieces to the puzzle of communication.
The message you are communicating in English is inevitably affected by your culture, and the message your audiences will be receiving in other languages will inevitably be filtered and affected by their cultures.
This process of cultural translation is called “localization”.
If you are unsure whether or not your message will translate accurately, you may wish to have it either reviewed or re-written in “International English.”
Optionally, if you have the copy that is very marketing-oriented, and you want to deliver the same impact in other languages, you should probably consider letting the translators on the project have significant leeway to re-write the message in their native languages.
If you are embarking upon a significant marketing campaign in a new locale, and plan on having several media outputs to establish heavy brand identity in that locale, we highly recommend you partner with a reputable marketing agency that has solid experience in that locale (and then have them hire us!).
Inevitably, every project is going to have updates, additions and revisions. With a little planning, you can build contingencies for new and modified text into the translation process.
What changes do you or your team know will likely take place? Are portions of the help content and documentation still being reviewed and rewritten?
Depending on the size and nature of the translation project, some of these suggestions may or may not be applicable:
Before the translation project begins, be sure to check this list. Not all may apply to every project, but in the large ones, these steps will save you time in the long run.
We know that for you and your company, translation and localization are not an insignificant part of your project budget. That is why it is important to ensure you choose the language service company that provides you with the most value by producing quality, client-ready translations within your budget.
For those who have not been so careful in their selection, there is often a horror story of discovering that the target audience was confused, shocked or offended by the resulting translation, or that a glaring mistake was found too late. We can’t stress enough the importance of organization, planning and communication during the process of a translation project.
So that’s it!
We hope this report was helpful in pointing out some important aspects of working with a language service providers. You can check in regularly at our blog for expanded commentary on the various points within this report. Be sure to add us on Facebook and Twitter to keep us on your radar and please call us with any questions.
Some businesses have enough capital and demand to create a brand that is specific to China. For example, GM created a China-only brand called Baojun with 2 local partners. GM’s reason for doing something so drastic? “Business reasons”, of course. China is the largest car market in the world and that should speak volumes. It is also worth noting that China does not have its own brand that can compete on a global level with the likes of GM, Toyota, Honda, Ford, and so forth.
But not all businesses are able to create China brand for obvious reasons. Even in GM’s case, it did not create the brand all on its own. Rather, it partnered with 2 local companies in order to spread the risk.
Most businesses will have to rely on creating a division to focus on China. This will allow the headquarters to have some control over the operation. In this case, the most important thing to keep in mind is the content you use to connect with the Chinese consumers.
In addition to having a solid content management system, you will have to ensure that your translation/localization operation is fully integrated into your content creation process. Otherwise, there is a great risk of spending lot of time and money on translations/localization and not really connecting with your target audience.
To help you get started, EPIC Translations is offering a free no-obligation consultation session. Contact us today for more information.
As a buyer of translation services, it is important to understand the main business drivers for translation services. Different companies, depending on size and scope, will have different drivers. But according to a report titled “Multilingual Communications as a Business Imperative” published by Gilbane, authors outline 9 business drivers that generate demand for translation services. These are:
In our own experiences in servicing our clients’ needs, we have certainly come across all 9 of these at one time or the other. Companies, depending on their globalization scope, tend to simultaneously have 1 to 2 of these drivers at any given time. For example, one of our client’s business driver for hiring us as a Language Service Provider was “Increasing revenues in specific vertical markets.”
It is fair to say that the more of a globalization operation you have, the more of these business drivers will come into play. Need to enhance your globalization operations? Contact us today for a free consultation session.
Once you decide that you want to take the dive in expanding your operations into another country, a lot has to happen BEFORE you can actually start operating in that country. Believe it or not, one area that will determine your success rate is how well you localize your content not only related to your products and services, but also content related to your internal operations as a company.
It should be well understood by now that your target audience is not likely to give your company importance unless content is available in their language. In some instances, you have to do further localization into a specific dialect. For example, Canadian French or Saudi Arabian Arabic.
To that end, you will experience efficiency and cost savings if you streamline your localization process. According to a study done by Gilbane and authored by Ciarlone, Kadie, and Laplante “the Global Content Value Chain (GCVC) is a strategy for moving multilingual content from creation through consumption according to the needs of its target audience. The strategy is supported by practices in disciplines such as content management and localization/translation management. The enabling infrastructure for the strategy comprises people, process, and technology.”
According to the same study, the end result of applying GCVC should make your content to be:
To that end, it is vital that you set up a system for translating/localizing content from the start when content is being created. In other words, translating your content should not be an afterthought. Rather it should be an integral part of your content creation process that relies on people, process, and technology.
There are a variety of options you have when it comes to creating a solid operating infrastructure for your localization needs. Contact us today to discuss your needs. We will help you to become more efficient and save money in the long run.
Translating content for a website requires a different technique than translating other types of documents. Therefore, it is important that you work with a language service provider who understands this difference. Goals for best website localization services vary from company to company. But generally speaking, website content has to be translated from the ‘Marketing” perspective regardless if its related to Marketing or not. This in itself is a complex undertaking that not every language service provider can successfully manage.
Depending on your website hardware infrastructure, it might also be useful if the LSP is experienced in working with the server hardware and software. In some cases, this might not be necessary if you use a certain type of content management system that allows you to simply copy and paste the content onto the website. Moreover, you have to decide whether you want to upload the content to your server yourself or if you want your LSP to do it. Having this option is quite comforting, albeit a little bit more expensive.
Want to discuss more about your website localization project? Want us to set you free from your current LSP who is invoicing your left and right without really providing best website localization services? Contact us today for free consultation!
Private equity investments in Asia
Investing in undervalued companies and assets is a fine art when doing it in your native country. Trying to do it in another country, particularly an Asian country, is much more of a challenge then you can imagine. There are various factors, such as:
In some situations, rules change from deal to deal. And yet in other situations, rules are ignored altogether. One thing that you can do to fully prepare yourself has all of the necessary information regarding a deal translated accurately. All things being equal, a good translation might save you millions of dollars and lot of visits to courts.
Contact EPIC Translations today for a free price quote for translating your private equity-related content. We will create a translation memory and terminology database free of charge for you.
Many small to mid-sized businesses are depending more on sales and revenues from outside of the USA. As a result, they’re deepening their relationship with the preferred language services provider. While this is a crucial relationship, something that’s even more crucial is taking the time to develop terminology that is specific to your company.
This will help you in a few ways:
All of the above mentioned are very important, but if I was to rate the most important reason; I’d have to say that it’s “Consistency throughout the various documents.”
When you’re targeting a market outside of the USA, it is very important to be not only accurate in your message but to show consistency as well. To that end, taking the time to develop your terminology as a reference point will go long ways in ensuring consistency in your message. Developing your preferred terminology will eventually lead to creating your company specific Translation Memory. Both will help in long-term cost reductions when it comes to acquiring translation services.
Contact EPIC Translations today to get started in developing your first terminology today!