THE IMPORTANCE OF MARKETING LOCALISATION
Every marketing manager knows that if you want to expand somewhere new, you’re going to have to appear local to do so. Whether it’s from region to region or country to country, you need to provide content that resonates with your new target audience. This means that if you truly want to connect with your customers around the globe, a one-size-fits-all approach is not going to work. Each text needs to be carefully adapted to its target market and tuned in to local concepts and cultural sensitivities. Otherwise, you’re going to lose out to local businesses or giant corporations with a massive localisation budget.
SMALL WORDS CAN MAKE A BIG DIFFERENCE
Marketing localisation can take many forms. It’s words that evoke emotions and inspire people to act – which is why you need to make sure they do the same in their new language.
Take the Swedish word fika, for example. This seemingly simple word for a coffee break fills Swedes with a sense of warmth and cosiness. It brings back evocative memories of long afternoons with close friends, enjoying strong black coffee to the smell of freshly baked cinnamon buns. Using this word in your marketing materials will reach Swedes in a way that simply can’t compare with flat translations like coffee break or pause, allowing them to better connect with your brand and product. It’s these tiny details that show you care.
EMBRACING LOCAL HABITS
Marketing localisation is also about adapting your marketing message so that new customers can visualise where your product fits into their daily life. It’s about showing that you understand how things work locally, connecting with the rhythms and flows of daily life.
McDonald’s demonstrated this superbly with their 24-hour opening campaign in Spain several years ago. The brand playfully joked around with the late-night partying habits of Spaniards, announcing on billboards across the country that “coming home before three isn’t going on a night out; it’s going out for dinner.”
Localisation techniques such as these will set you apart from the rest, helping you grow and conquer new markets.
EXPERTS IN MARKETING LOCALISATION
If you like the kind of examples we’ve given you above, we can help you come up with something appropriate/a solution for your brand.
What we’ll do is take your marketing message and adapt it not only to the local language, but to the local culture, too. From currencies and measurements to URLs and idioms, we’ll painstakingly transform your content into something that looks like it was written for that particular market.
If that sounds like what you’re looking for, get in touch, and together we’ll help you break into local markets!