Webinar: Translating Marketing Campaigns

On Wednesday, February 24, 2010 Acclaro's Dina Paglia presented a free webinar on Translating Marketing Campaigns. (Click to view.) Please note that this video is not viewable on Mac OS. We also advise that you begin the presentation at the five-minute mark.

Presenter Dina Paglia examines best practices for adapting a marketing campaign for new language markets. In translating marketing campaigns and collateral, a number of aspects need to be taken into consideration, including the images, tone, and terminology that will appeal to the target customers.

For example, how do you adapt a seemingly straightforward campaign that shows a bracelet with the headline “In The Loop”? Your target language may not have this phrase and your target cultures may not associate bracelets with loops. Enter marketing “transcreation” – the process of linguistic and cultural translation that makes your marketing campaigns and collateral make sense what ever the target language.

This webinar highlights examples, provides useful tips and covers the basics of marketing transcreation by answering the following questions:

• What are the options when developing international marketing campaigns?
• How do approaches to translation vary depending on the type of content?
• How do you build translation into the design process?
• What is the core process for transcreating most types of marketing content?
• What are the challenges that most impact the cost and likelihood of success? 

View this webinar.

About Presenter Dina Paglia

With over 10 years of localization experience, Dina provides unique insight to the localization process. Her capabilities include project management, vendor relations, client services and business development. She is currently a client development manager at Acclaro and holds an MBA in marketing from Fordham University and a BA in East Asian Studies and Spanish from Dickinson College. Fluent in Japanese, Dina has lived, worked and studied in Japan. As an Adjunct Professor at Hunter College, she teaches business English to foreign professionals.