We live in a worldwide world where clients may get their hands on any product or service they desire in minutes. Everything is just a click away. To pique their interest, you must go out of your way to provide a personalized and one-of-a-kind user experience. A localization plan is an excellent first step toward conquering the worldwide market.
The competitive international market requires firms to constantly differentiate their offerings so that no two brand experiences are the same. You can’t target individuals with varying likes and preferences with the same marketing campaign; that’s why several firms have chosen to optimize ads for unique target populations.
According to a quantitative study, around 75% of respondents prefer to acquire goods with content written in their home dialects. Compared to English-only alternatives, personalized commercials outperform by more than 86%. It’s no surprise that the following five brands choose to prioritize their localization efforts.
Top 5 Brands That Nailed Localization Strategy
Without a doubt, Apple is the world’s most popular brand. It has created a brand in the United States by promoting its product inventory as trendy, pricey, and incredibly wanted.
Steve Jobs was the driving force behind the “I’m a Mac” advertising localization campaign. Despite a financially troubled history, the company would become one of the world’s largest, competing with Microsoft and Google. Even though most of the corporation’s marketing strategies were successful in the Western world, they were not as well received in the East. For example, insulting others, particularly competitors, is frowned upon in Japanese society. As a result, the Japanese would have decided that the “Mac vs. PC” campaign was tacky and unpleasant. As a result, Apple needed to take a different approach.
The corporation did not take direct shots at Microsoft as it had done in the past—it did not just “Easternize” an American advertisement by translating its wording. Apple hired two comedians who had previously appeared in Rahmens, a popular local film. They ran commercials that portrayed PCs as ideal for formal settings while expressing that Macs were intended for those who wanted to have fun—and the target group enjoyed the commercials! If Apple, while deploying advertising and marketing localization, had merely translated the content, it would have been a tremendous flop. The corporation spent time researching what appeals to Japanese consumers and altered its advertising requirements to reflect the cultural expectations of its target population.
Coca-Cola was one of the few worldwide brands that had managed to grab a global audience for over a century. The company’s marketing and content localization abilities were highlighted during the “Share a Coke” campaign, first introduced in 2013. Instead of including its logo on product bottles, as the corporation had become accustomed to, it would type “Share a Coke with John.”
Coca-Cola would utilize common English names such as Mary, Sarah, and Jack on each label. More significantly, in regions where these names are not widespread, they localized their content by publishing names appropriate for specific areas to identify with the people.
Their most impressive accomplishment came in China, where citizens believe it is impolite to refer to others by their first names. The Chinese like to address one another by surnames and honorary titles. In place of names, Coca-Cola used terms such as “classmate” and “close friend.”
The technique enabled the marketing localization services that worked on this campaign to overcome cultural barriers while maintaining the authenticity of their product awareness campaign.
3. Kentucky Fried Chicken
KFC’s headquarters are in Kentucky, known for its distinct Southern American cuisine. Nonetheless, Kentucky Fried Chicken is a prized treasure in China, millions of miles to the East, even though the company launched its first location in 1987, only four decades ago.
KFC executives in China decided not to replicate the American business model. As a franchising opportunity, for example, American investors focused on pushing additional products to fulfill their profit margins.
Because food quality had to be consistent throughout all stores, there was little room for creativity. However, because Chinese culture adores food, quality had to take precedence over all else. Rather than offering the same menu, the managers altered the items that piqued the residents’ interest by introducing products that fit the usual Chinese taste. KFC was a huge success; many residents still consider it their favorite fast-food restaurant.
The organization’s objective is to provide clients with the films and documentaries they want to watch, and consumer tastes and preferences are heavily influenced by where they live. Because no one will view a movie in a language they do not understand, Netflix ensures that subtitles are translated depending on the demands of its target populations. The homepage and movie recommendations also change depending on the user’s location and language settings.
Netflix’s attempts to create content illustrate the company’s dedication to app localization. The firm has made enormous investments in creating original Netflix programs, films, and documentaries during the last decade.
Netflix releases content that is aware of cultural and political influences. For example, Queen Sono, the company’s popular African drama series, chronicles the life of a secret agent in post-apartheid South Africa who is dealing with her mother’s death, a well-known political activist. The show has received widespread praise for being accessible and relevant to the lives of ordinary post-colonial Africans.
Nintendo is a Japanese video game business that has produced some of the most successful platforms in the industry. Coming from Japan, the Western gaming public has long been dissatisfied with Nintendo’s video game translation attempts. The gaming experience was dramatically damaged when the video game was adapted to Western society. Rather than personalizing and rebuilding the game for a specific audience, Nintendo is re-creating the same gaming experience for everyone.
Nintendo created its localization flow. To maintain consistency between the native and localized versions of the game, localization occurs concurrently with development.
To Sum Up
As demonstrated by the five examples in this article, a localization strategy can be a critical component for successful business growth. As a result, the largest and most established companies heavily invest in it. When it comes to enticing worldwide customers, marketing localization services can help you with a few simple clicks to localize your website.
Localizing your marketing activities and products will help your brand’s worldwide audience feel more connected and aligned. A corporation that fails to consider its target customers’ cultural and social preferences risks publishing insensitive advertisements that irritate the public. If your brand identity upsets customers (for example, failure to translate product labels or adapt prices to local currencies), they are more inclined to choose your competitor’s products and services. Ensure you follow in the footsteps of localization titans such as Coca-Cola, Nintendo, Apple, KFC, and Netflix since the worldwide audience is yours to take.