Global marketing: the role of local market reviewers

Local input is invaluable when your business is expanding overseas. Before considering launching a brand or product in a new market, it’s essential to spend time on the ground getting face-to-face with your potential customers.

But having identified the opportunities in your target market, local input doesn’t end there. When you’re planning an international marketing strategy, local marketers are a vital part of a successful launch and on-going marketing campaigns.

Why you need local market reviewers

In some cases, a company may consider using a local marketing agency to develop campaigns in that country. But generally most UK marketing teams prefer to centralise all global marketing and use the services of a translation provider to translate and localise their global campaigns. While the translation provider uses native-speaking translators with industry-specific experience to translate content, local input from someone on the ground is essential.

They will help your company stay connected with local customers, ensuring that all local knowledge and expertise is captured and that the translated content is adapted accordingly. As well as reviewing and validating translations for the target market, they’ll also ensure that the final content still retains the brand messaging, values and identity.

Local marketers – who should be on your team?

To review marketing translations and support local marketing campaigns, it makes sense to appoint a review team from within the business. If you don’t have a local marketing team, a customer-facing employee such as a sales manager would be a good choice. You’re looking for people who understand the local market, know how customers like to be communicated with, and can see the value in localising marketing content for their specific market.

Most importantly they will also understand the global brand. Therefore they’ll be able to review content and provide feedback that helps to adapt it for their local market while preserving the brand identity and core messaging.

Initially they can provide input and feedback about your source content. For example, they can review existing marketing content (in English) and feedback their thoughts on whether, once translated, it will work in their local market.

Then, when content is translated, they’re best placed to review the translations, provide any feedback and ultimately sign off on the final translations.

Top tips for establishing an effective review process with local teams

  • Appoint a champion in each market to lead the review team. Your champion can offer guidance to other reviewers and answer market-specific queries from the translation team.
  • Appoint a select number of reviewers in each market and try to keep the same review team wherever possible to ensure consistency in the type of feedback and preferences in terms of style and tone of voice.
  • Complete a thorough briefing with the reviewers to confirm roles and responsibilities, and the process to follow.
  • Ensure a detailed understanding of the requirements of each market in terms of style, tone of voice and terminology to establish a detailed style guide and glossary.
  • Establish guidelines for reviewers with a consistent approach to providing feedback on translations.
  • Engage with the champions as a group on an on-going basis to share feedback.
  • Share glossaries, style guidelines and queries from the translation team with the reviewers to ensure that they are fully briefed to complete the review task.

Case Study: Liaising with Domino’s local reviewers to facilitate translation approval

Our client Dominosupply coding and marking solutions to 120 countries worldwide. Domino send marketing content on a weekly basis, which not only requires translation and localisation but also needs a quick turnaround.

To do this we first established a review process with their network of local market specialists. Guidelines were developed so that the reviewers knew exactly what they were looking for and how to measure quality and success.

With their support we created brand, style and tone guidelines to be used by our translation team, as well as glossaries of terminology to identify the approved industry and company terms and phrases used throughout each translation project.

To help us capture market-specific requirements in terms of style and tone of voice, we also ask local reviewers to complete localisation briefs. This information is included in our market-specific style guides, which our team of linguists use when translating and localising content.

These style guides and glossaries are reviewed with the markets on an on-going basis to ensure they are kept up-to-date. With Domino, we schedule regular teleconferences to share feedback, discuss upcoming projects and continually improve the market review process.

If you want to discuss how we can work with your local teams to ensure translations are in line with your international marketing strategy, please get in touch. Call +44 (0) 1926 335 681 or email

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