Expert discussion at the intersection of localization and marketing
Kristy Sakai leads Supertext’s Los Angeles office. At LocWorld, she chaired a panel of three experts at the intersection of localization and marketing: Hilary Normanha from sports brand ASICS, Nataly Kelly from HubSpot, a software provider for inbound marketing, and Andy Andersen from Tinder discussed localization’s vital role in conquering new markets.
Creative localization as the key to building a global audience
Today, international companies aim for a seamless user experience no matter where their customers are in the world. However, this can only succeed through a combination of creative translation and in-depth cultural knowledge. Getting the words right isn’t enough – layout and design also play a significant role in capturing local markets.
No afterthought: localization as corporate strategy
Although LocWorld’s guests work in different industries, they all agreed on one thing: international companies need to make localization part of their strategy rather than just writing their content in one language and then translating it. Building a global audience requires all teams to work together, from product development to localization and marketing.
Ad campaigns: tongue-in-cheek transcreations
Frances Provine is head of Supertext’s English team. Together with Christian Artopé from the ad agency GUD, she presented LocWorld attendees with an exciting transcreation project for the BVG, Berlin’s public transportation partner. GUD.berlin has won plenty of awards over the years for the dry, witty voice it’s given the BVG. When a campaign for a new ridesharing service needed to be made available in English, the agency enlisted Supertext to ensure that its sarcastic Berlin attitude didn’t get lost in translation.
Understanding customers: what do they want to achieve?
In her presentation, Frances explained the importance of close collaboration with the customer during the transcreation process. After all, you can’t start work on a creative translation until you know your target group and campaign goals.
The right professionals for the (transcreation) job
And, of course, a successful transcreation requires translators who combine marketing knowledge and intercultural expertise with strong writing abilities – not something you see every day. But there are plenty of them to be found in our network of more than 2,000 copywriters, translators and editors. For the BVG, the result was a local ad campaign with an international impact, which proved that Germans really do have a sense of humor.
