Black Friday Strategy: How to Make a Standing out Multilingual Campaign

November 26, 2019by Future Trans0
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Black Friday is just around the corner!

Black Friday is becoming a golden opportunity where all businesses are pitching their prices for the big sale, competing to attract more new customers and retaining the existing ones. 

According to The National Retail Federation (the world’s largest retail trade association), Black Friday will be the busiest day with 71 percent (116 million) planning to shop. In 2018, it generated $6.2 billion in online sales, a growth of 23.6% year over year.

Retailers’ competition was on fire, Amazon occupied the lion’s share with 24.2% of all online sales.

Black Friday: A Global Event

Recently Black Friday was not only exclusive to the US market but it has been taken to the whole world and it hits the European countries as well. 

Black Friday in the Middle East

Online stores and retailers in the Middle East have joined the Black Friday trend. Souq.com was the first to introduce the idea in 2014. Ronaldo Mouchawar, CEO and founder of Souq, decided to apply the concept of Black Friday but with a little adjustment to suit the Middle East culture.

Black Friday is an event related to Thanksgiving in the US, which is not celebrated in the Middle East region. Additionally, black is a color associated with a sad event like a funeral and it’s not culturally appropriate to relate it to the holy day Friday – which is a worship day for Muslims. Instead, Souq called it White Friday.

 

 

 

Noon, the newest e-commerce platform, has also distinguished itself from the others and started to call it Yellow Friday, which is mainly related to its branding colors.

Creating a multilingual Black Friday campaign in 2019

With e-commerce localization services, e-commerce websites can now reach customers beyond their borders. So you may have an excellent product or service, but you don’t know how to display them to international customers.

Now we will provide you with some tips to reach out to millions of customers through localizing your Black Friday campaign into other languages.

  • Respect Local Cultures

Marketers should consider that using global messages for all markets is not the best strategy at all. They should consider choosing one campaign theme and slogan for each locale, as what might be appropriate for a country might be offensive for another one. 

  • Centralize Your Translation Project

It’s quite hassled to distribute your translation among multiple translation vendors and coordinate between them. So it’s better for you to centralize your project by partnering with one translational company to handle all the translation requests and manage them through one channel.

  • Consider Designs and Images

Some elements, like images, symbols, currency, dates and times, might require localization to be relevant to the target audience.

Now comes an important question, how can you select the right translation vendor for your Black Friday multilingual campaign? 

The translation that includes localization, copywriting, and marketing transcreation is a challenging mission, as not all translation companies can handle this integrated solution. But here are some checklists that you can look for when you search for your translation vendor:

  • Specialty: They should have previous experience with localizing marketing campaigns for your industry.
  • Native Translators: Make sure that the team that is handling your project is native linguists to have a better understanding of the locale.
  • Meeting Deadlines: Time is a killer point when working with vendors, as you will use the translated content on specific occasions like Black Friday; so you have to be ready before the event.
  • Quality Process: Always ask about their quality process, and whether they are offering 3 translation phases (translation, editing, and proofreading).
  • Scalability: We agreed that centralizing your translation project will lead to better management. At the same time just make sure that your translation vendor is capable of handling additional tasks or can provide services other than translation.

Future Trans is one of the translation companies that managed to enable giant e-commerce companies like Amazon to penetrate local markets and achieve remarkable success. Our e-commerce translation solutions are based on:

  • 24/7 support system.
  • A huge pool of resources from all over the world.
  • Cloud-based translation system.
  • Scalable and fast management process.

Our previous experience of translating and localizing e-commerce includes, but are not limited to:

  • Marketing campaigns.
  • Product descriptions
  • Customer reviews
  • Product labels
  • Brand names
  • Website localization

If you are interested to know more about our eCommerce localization services and how it can benefit your global strategies, click here to get in touch with one of our sales representatives.

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