Marketing a product in different countries is no easy feat, because getting all the necessary in-country approvals and making sure the messaging, terminology and tone are consistent in all languages can lead to significant overruns. One of our clients, a company in the cosmetics industry, had to overcome exactly that challenge. But how?
The company was launching a new product that would be sold in various countries throughout Europe, and the product’s microsite landing page, labels and advertisements all had to be available in six different languages. Plus, web content had to be search-engine optimized. A project like that involves a lot of people. And without one person coordinating them all, things can get messy.
One account manager, one centralized workflow
Backed by internal teams of specialists covering various services and disciplines, our account managers are able to tailor versatile and centralized workflows that cover all stages of the content-creation process, extending all the way to approval management.
When it came to our client’s project, our account manager called on our translators specialized in marketing to work on the microsite and product labels together with their linguistic reviewers, who simultaneously implemented the keywords that our iSEO specialist identified as essential for an excellent search-engine ranking in each country.
Meanwhile, our transcreators carefully recreated the advertisement slogans and microsite headers. For each language, they developed three different versions of each, using different phrasing or imagery that would work well in each culture while retaining the original core message. In short, our transcreators came up with a smorgasbord of options for each slogan or header.
These, together with the translations of the microsite body text and product labels, had to receive stamps of approval from our client’s regional managers before we could call the project finished.
Approval management — a conversation to the very end
One of the largest challenges in multilingual product-marketing campaigns is approval management. There can be conflicts of opinion, and because most people have slightly different workflows, it can be difficult to maintain an overview of the project. But through our account managers, the approval process is a breeze.
We sent our transcreations and translations to our client’s respective regional managers. But once we later received their feedback, we didn’t simply forward it on; our account manager contacted the regional managers when necessary to discuss their comments as well as the texts overall to get an even better understanding of how our language specialists should proceed.
What’s vital here is dialogue. Throughout the approval process, our account managers know the only way a centralized workflow can succeed is if they keep the conversation with the regional managers going until the very end — one of the largest benefits of having a central hub for product marketing in many languages.