On the Edge Live London

Wolfestone Translation
Wolfestone TranslationWolfestone Translation
10 steps to export marketing
success
On The Edge Digital 2014
Anna Bastek Msc B.Eng (Hons) ILM CIM CMI
Co-founder and marketing director of Wolfestone
How many of you currently export
your product/service?
10th largest city
in China is
bigger than
London
What we do
We help businesses to succeed internationally by
• Overcoming language barriers
• Maximising international marketing campaigns
• Translating documentation and videos
• Providing interpreters for meetings and events
And we are busy winning business awards!!!
On the Edge Live London
Who we are
• Strategic partner of Chamber of Commerce
• Vice Chair or Exporters Association
• Chair of Association of Translation Companies
• Open to Export partner
• Write for Guardian, Marketer
• Run an Export blog
On the Edge Live London
The whole world speaks English – NOT!
Less than of the world population speaks English
as first language
27%
6%
of the internet is English speaking
of customers would rather buy products and
services in their own language
72%
For of customers language is more important
than price
56%
Top languages on the internet
Language acts as a barrier to trade
• UK companies lost up to of
potential business
£16bn
Step 1
Analyse existing enquiries
Analyse!
• Where are your enquiries coming from?
• What can you learn from Analytics?
• What enquiries are converting?
Step 2
Learn and educate yourself
Speak to people and learn!
• Invest your time!
• Don’t make mistakes someone else has made!
• Webinars
• Newsletters
• Blogs and articles
• Conferences
• Networking with other exporters
• Courses
In the toolkit we will send you the list of the top resources
Step 3
Plan your language strategy
What are your business touchpoints?
Where is language strategy essential?
Options for overcoming language barriers
• Professional language company: all skills under one roof,
quality. Use of technology will give you discounts, speed
and consistency.
• Freelance translator. Cheaper but reliability issues. Limited
capacity. (eg. hurricane)
• In-house staff – what is the true cost of them not doing
their job? Can be false economy. Max £200 day savings.
Not qualified linguists.
• Distributors. Be careful with brand consistency and
quality. Are they qualified linguists? You have no control
over the brand messages.
Website localisation
Language drives us, excellence defines us.
CAT tool analysis
Saved 18%
Step 4
Avoid common mistakes
‘It takes a tough man to make a tender chicken’
Frank Perdue’s slogan
translated into Spanish
as
‘It takes an aroused man
to make a chicken
affectionate’
Language drives us, excellence defines us.
‘Come alive with Pepsi’
‘Pepsi brings your ancestors
back from the grave’
Language drives us, excellence defines us.
More mistakes
IKEA launched a kids workbench called ‘Fartfull’ failed in the US
Never translate marketing messages -
transcreate them!
• Transcreation means getting across the message and
emotional impact
• Language is not just words – it’s concepts, metaphors and
idioms (eg. sweets, rugby)
• Important in advertising with character limit eg. Google
Ads, subtitling
• OK
• ‘Middle finger’
• One
• Sexual insult
• Hitch-hike
In Southern Sardinia or Northern Greece you will invite a fight.
Consider local culture
What to localise?
• Company slogan
• Localised units, currencies, dimensions
• Layout, images, colours (Cardiff)
• Product names
Localise product names
Translation isn’t easy!
Language drives us, excellence defines us.
Step 5
Set up in-country website
Can’t I just ?
• Google Translate breaches Google's Webmaster
guidelines
• Your website won’t be indexed
• IP address not local
• Your brand won’t seem serious or committed
• You might offend foreign customers (eg. woman driving)
Website localisation
• Focus on top pages first
• Remember about in-country domain
• Tone of voice guidelines
• Don’t extract the text for translation into Word
• Language expansion
Case study
• 10% of overseas enquiries before translation
• Once one language had paid back the investment, they
moved on to the next
• Website translated in to 5 languages
• New export 25% of turnover
Step 6
Plan multilingual SEO
Multilingual SEO
• Done in parallel to website translation
• Identify keywords before you translate
• On-site optimisation (tags, images)
Step 7
Get traffic
What are the right channels?
• Every country is different
• Mobile users – Egypt 70%
• In Russia Google AdWords won’t work – Yandex
• CIM - LinkedIn vs Facebook
• Cold calling in Germany
Step 8
Carry out in-country review
• Get your customers, agents, distributors (not staff!)
• Must be objective, external
Test before launching!
Language drives us, excellence defines us.
Step 9
Start selling
Find a solution for dealing with foreign
enquiries
How will you communicate?
Ukraine interpreter
Step 10
Review your results
Example of excellent website ROI
• A Canadian company Group Anderson, well known in
North America for its agricultural and forestry products,
invested $5,000 to localise its website into Polish, Russian
and German.
• Turnover increase of $3 million in just one year in Eastern
Europe.
600% ROI
Actions!
• Leave your card to receive a FREE ‘Action plan’ template
• Schedule 1h next week to fill it in!
Questions?
anna@wolfestone.co.uk
0845 000 0083
Anna Bastek Msc B.Eng (Hons) ILM CIM CMI
Co-founder and director of Wolfestone
1 de 45

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On the Edge Live London

  • 1. 10 steps to export marketing success On The Edge Digital 2014 Anna Bastek Msc B.Eng (Hons) ILM CIM CMI Co-founder and marketing director of Wolfestone
  • 2. How many of you currently export your product/service?
  • 3. 10th largest city in China is bigger than London
  • 4. What we do We help businesses to succeed internationally by • Overcoming language barriers • Maximising international marketing campaigns • Translating documentation and videos • Providing interpreters for meetings and events And we are busy winning business awards!!!
  • 6. Who we are • Strategic partner of Chamber of Commerce • Vice Chair or Exporters Association • Chair of Association of Translation Companies • Open to Export partner • Write for Guardian, Marketer • Run an Export blog
  • 8. The whole world speaks English – NOT! Less than of the world population speaks English as first language 27% 6% of the internet is English speaking
  • 9. of customers would rather buy products and services in their own language 72%
  • 10. For of customers language is more important than price 56%
  • 11. Top languages on the internet
  • 12. Language acts as a barrier to trade • UK companies lost up to of potential business £16bn
  • 14. Analyse! • Where are your enquiries coming from? • What can you learn from Analytics? • What enquiries are converting?
  • 15. Step 2 Learn and educate yourself
  • 16. Speak to people and learn! • Invest your time! • Don’t make mistakes someone else has made! • Webinars • Newsletters • Blogs and articles • Conferences • Networking with other exporters • Courses In the toolkit we will send you the list of the top resources
  • 17. Step 3 Plan your language strategy
  • 18. What are your business touchpoints? Where is language strategy essential?
  • 19. Options for overcoming language barriers • Professional language company: all skills under one roof, quality. Use of technology will give you discounts, speed and consistency. • Freelance translator. Cheaper but reliability issues. Limited capacity. (eg. hurricane) • In-house staff – what is the true cost of them not doing their job? Can be false economy. Max £200 day savings. Not qualified linguists. • Distributors. Be careful with brand consistency and quality. Are they qualified linguists? You have no control over the brand messages.
  • 20. Website localisation Language drives us, excellence defines us. CAT tool analysis Saved 18%
  • 22. ‘It takes a tough man to make a tender chicken’ Frank Perdue’s slogan translated into Spanish as ‘It takes an aroused man to make a chicken affectionate’ Language drives us, excellence defines us.
  • 23. ‘Come alive with Pepsi’ ‘Pepsi brings your ancestors back from the grave’ Language drives us, excellence defines us.
  • 24. More mistakes IKEA launched a kids workbench called ‘Fartfull’ failed in the US
  • 25. Never translate marketing messages - transcreate them! • Transcreation means getting across the message and emotional impact • Language is not just words – it’s concepts, metaphors and idioms (eg. sweets, rugby) • Important in advertising with character limit eg. Google Ads, subtitling
  • 26. • OK • ‘Middle finger’ • One • Sexual insult • Hitch-hike In Southern Sardinia or Northern Greece you will invite a fight. Consider local culture
  • 27. What to localise? • Company slogan • Localised units, currencies, dimensions • Layout, images, colours (Cardiff) • Product names
  • 29. Translation isn’t easy! Language drives us, excellence defines us.
  • 30. Step 5 Set up in-country website
  • 31. Can’t I just ? • Google Translate breaches Google's Webmaster guidelines • Your website won’t be indexed • IP address not local • Your brand won’t seem serious or committed • You might offend foreign customers (eg. woman driving)
  • 32. Website localisation • Focus on top pages first • Remember about in-country domain • Tone of voice guidelines • Don’t extract the text for translation into Word • Language expansion
  • 33. Case study • 10% of overseas enquiries before translation • Once one language had paid back the investment, they moved on to the next • Website translated in to 5 languages • New export 25% of turnover
  • 35. Multilingual SEO • Done in parallel to website translation • Identify keywords before you translate • On-site optimisation (tags, images)
  • 37. What are the right channels? • Every country is different • Mobile users – Egypt 70% • In Russia Google AdWords won’t work – Yandex • CIM - LinkedIn vs Facebook • Cold calling in Germany
  • 38. Step 8 Carry out in-country review
  • 39. • Get your customers, agents, distributors (not staff!) • Must be objective, external Test before launching! Language drives us, excellence defines us.
  • 41. Find a solution for dealing with foreign enquiries How will you communicate? Ukraine interpreter
  • 43. Example of excellent website ROI • A Canadian company Group Anderson, well known in North America for its agricultural and forestry products, invested $5,000 to localise its website into Polish, Russian and German. • Turnover increase of $3 million in just one year in Eastern Europe. 600% ROI
  • 44. Actions! • Leave your card to receive a FREE ‘Action plan’ template • Schedule 1h next week to fill it in!
  • 45. Questions? anna@wolfestone.co.uk 0845 000 0083 Anna Bastek Msc B.Eng (Hons) ILM CIM CMI Co-founder and director of Wolfestone