A Partner Who Cares as Much as I Do About my Translation! - Show #11

Elliott Holloway is senior education content developer at Align, the company behind the popular Invisalign clear braces product. In this role, he creates materials to help dentists and orthodontists better understand and market Invisalign to their patients. While Align's products are today primarily sold in North America, Elliott reports a strong global footprint, with dedicated marketing teams in various international markets. 

Prior to Align, Elliott worked at Cheetah Digital, ABB, and SunTech Medical; at SunTech, he was tasked with marketing a new blood pressure monitoring device internationally, starting in China. Planning for translation and localization at the start of the campaign generated messaging that worked globally, while resonating with the local audience. 

“It is incredibly important to create genuine experiences and in order to do that, you can't take your Americanized box of stuff, pick it up, [and] import it to another country without there being some level of customization that speaks specifically to people in that country.” 

For a meaningful entrée into new markets, it’s also important to find the right partner translation agency, Elliott advises, not just a vendor. He recounts his frustrations with translation providers who failed to respond promptly or hid or inflated pricing. At SunTech, working with the company’s existing in-country distributors and sales teams proved to be a more effective approach. 

“Having a partner, that's sort of where that process starts,” Elliott explains. "If I can't get you to respond to my request or to engage with me, I’m probably not going to come back to you for things." 

Initially overwhelmed by the sheer number of people around him, and the novelty of being the only non-Chinese individual in the room, he embraced the experience with an open and curious mindset, eager to learn from the experience. 

"If you have the opportunity to experience something, say ‘yes!’ to that, go engage with something you may not have the opportunity to engage with ever again," he says. "Those are things that are going to widen your experiences and knowledge that you can bring back here to wherever you are." And it's an invaluable opportunity to learn how to break down stereotypes and biases. 

Similarly, SunTech’s trade show presence in Düsseldorf, Germany evolved over the course of a decade, from a modest 5’ x 5’ setup to an expansive double-decker exhibit, all while collaborating with the same trusted local partners. Such gradual growth and relationship-building can be incredibly fulfilling, he says, and underscores the crucial role that translation and localization play in effective global marketing. 

Elliott offers four key recommendations for marketers looking to expand internationally: 

• Start the preparation process early by initiating international conversations and building your network, even if full-scale expansion plans aren't yet solidified.
• Find a language service provider that will work as a true partner, one that cares as much about the quality and effectiveness of the content as you do.
• Build in flexibility around timelines and deadlines to accommodate potential hiccups, rather than expecting perfection.
• Collaborate closely with in-country distributors, sales teams, and other experts to ensure the messaging resonates authentically with the local audience.

Elliott’s favorite foreign word is "abuela," the Spanish term for grandmother, because of the denotative (literal) and connotative (emotional) meaning of the word. "Abuela" translates to, simply, "grandmother," he says, yet it evokes a sense of warmth and comfort for him, evoking memories of his own family. His nuanced appreciation for language is a valuable asset in the world of international marketing. 

 

Connect with Wendy – https://www.linkedin.com/in/wendypease/

Connect with Andy - https://www.linkedin.com/in/relliotthollowayiii/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com