Localization for the Rest of Us
Photo by Mike Petrucci on Unsplash
In part 10, let’s take localization out of the shadows for Globalization Motivation where we aim to oversimplify in an effort to evangelize localization, globalization, and above all, collaboration.
As a general theme in Globalization Motivation, we may use similar words to mean different things. This can cause confusion and be cost prohibitive. However, if we collaborate and educate, we can achieve success. Since localization can be a foreign term to most people outside of the industry, we can remove the mystery and translate localization. It could be helpful to look at a scenario where localization would be vital to the planning stage. In order to do that, I am sharing an example of a specific marketing deliverable.
The project
Visualize that you work for a major American corporation in the retail space and are constantly opening new stores all over the world. Your company has been tasked with launching stores in Flushing, New York (United States) and Toulouse, France. Both stores are going to open to big fanfare locally.
The brief
We begin with a project brief (a very informal one). We are opening two new stores. There will be lots of press and a big event for opening day. These markets are strong for us, so these are going to be large stores. During construction, there will be displays showing our current products featuring local businesses, newspapers, and websites. Inside the store will showcase the most current retail displays.
The markets
Flushing, NY is actually part of New York City and has a large community with roughly two-thirds of the population being foreign-born. Per a 2010 census 69.9 percent are of Asian decent. The people living there are from a variety of countries and speak many languages. It has been referred to as “Chinese Manhattan”, and you may hear people speak Mandarin, Cantonese, Korean, and other dialects and languages. Flushing is also part of Queens county, which boasts the most languages spoken in the world. With such a diverse culture, there is an opportunity to highlight the multitude of languages spoken and perhaps promote popular local restaurants featuring international cuisine.
Toulouse, France has a rich history, also known as "La Ville Rose" ("The Pink City"). French is the language most spoken. Tourists from all over the world come to Toulouse to experience the museums, wine, and architecture. It is also a hub for the aerospace industry. Perhaps we would highlight the beautiful sites and aeronautics. If the store is located where there is high tourist traffic, we may consider adding additional languages to the widely-spoken French.
Content = Image + Text
Imagery can be uniquely created and versioned. Text can be written or translated. Localization, defined as the adaptation of products, services, and all supportive messaging per market, would include a localization strategy. Conversely, if localization is language adaptation for existing content, then we may overlook the localization team if all of this content creation is unique to this one project. Regardless of how you define localization, we can see where our expertise can be a great asset. Proactive advice can add value to avoid mistakes and highlight opportunities.
Language is a component of content. Content creation and versioning has many variables and content strategy includes what is required and what is NOT required. The combination of text and imagery can drastically alter the intent. Localization teams and service providers have the expertise to advise on language execution, content alterations, cultural implications, and protect the brand as it travels. Involving these professionals upstream will add value. Since it is unrealistic to create billions of versions for every customer, the strategy is to decide what versions are required (business critical).
Content creation
In-country resources can be a satellite office, a vendor, or a consultant. Original content may not be under the umbrella of localization, but there is still a necessary contribution. There are dots to connect as a brand travels and is translated. We can use the example of opening these new stores to understand where your expertise can be relied upon or what knowledge you can gain from the execution of the project itself. Content can also be repurposed for future projects. Creating original content or picking up content later in the funnel still requires strategic implementation.
Domestic localization
If you are marketing to a region that demands hyper-localization, why can’t it be in your own country? There are contributions to the project and the translation of the brand as it travels domestically and internationally. The example of a store opening in Flushing, NY involves language and cultural implications where we could depend on our language professionals.
Utilization of globalization motivation
Implementing localization and globalization evangelization using the “Practical Global Mindset” will allow your teammates and partners to see where they can insert localization into the process to protect the ROI (return on investment) and the integrity of the brand. The organization and the industry benefits from collaboration and education. Promotion is important, as is understanding the importance of promoting ourselves. Different teams speak different languages and have unique subject matter expertise. Collaboration and partnership are the tools to clear communication, efficiency, and inspire innovation.
Interpreting localization
Visualizing the variations of content can allow language professionals to interpret our processes and priorities for our peers and partners. We all support a shared mission to ultimately sell products and/or services. Our input both protects the brand and the ROI with upstream planning when versioning content is required. This could be referred to as content localization, however that will depend on who is responsible for the content creation. Regardless of the terminology or responsibilities, language is content and a component of content. Perhaps dissecting realistic projects will allow for greater context as to the importance of proactive planning. As strategic partners, we can set our companies and clients up for success.
The objective to protect the brand and the ROI is paramount. Visualizing the execution of projects allows individuals to see where they can be a valuable contributor. Unfortunately, this doesn’t always happen because localization is often lost in translation. My hope is that by looking at the big picture, localization can emerge from the shadows and into the strategic planning phase where we belong.
Would other examples of marketing execution be helpful to advancing the localization industry? I am happy to share my insights as to where I see localization’s contributions to global success – let’s talk.