Expanding your business into new markets is an exciting endeavour, but it comes with a host of challenges.
One of the most critical aspects that can determine your success in these new territories is the effective localisation of your advertising campaigns. Ad localisation isn’t just a buzzword; it’s the key to unlocking the hearts and minds of your target audience in unfamiliar landscapes.
Speaking Their Language
Imagine browsing the internet and stumbling upon an ad that resonates with you not only linguistically but also culturally. That’s the magic of ad localisation. Language is the heart of any culture, and speaking your audience’s language goes far beyond mere translation. It’s about understanding the nuances, idioms and cultural references that make your message truly resonate. An ad that feels like it was tailor-made for the local audience establishes an immediate connection and builds trust.
McDonald’s recently recreated their ‘Raise Your Arches’ UK ad for the Middle East market with help of Studio M, part of Publicis Groupe Middle East. A loving tribute to the original, it’s an almost shot-for-shot remake, full of the same personality as the original but with some key differences backed by local insight – the cast, wardrobe and some of the characters were all revisited to transport this clever ad from an office that could be Manchester or London to one that could be Dubai or Doha.
Cultural missteps can have dire consequences for your brand reputation. What might be humorous in one culture could be offensive in another. Ad localisation involves navigating cultural norms, taboos and values. A well-localised ad demonstrates your respect for the local culture and positions your brand as one that understands and cares about the unique needs of the market.
Procter and Gamble made the mistake when they looked to expand into to Japan. To promote their Pampers nappies with the same imagery they’d used in the US with storks delivering babies. Unfortunately, this failed to resonate with the local market as they learned that in Japanese folklore babies are delivered in peaches floating down the river – not storks.
Making Your Message Relevant
Ad localisation isn’t just about translating words; it’s about adapting your message to fit the context of the new market. What might be a selling point in one region could be irrelevant in another. By localising your ads, you’re able to highlight the aspects of your product or service that matter most to your new audience. This relevancy can significantly boost engagement and conversion rates.
Take Netflix, for example. They make small but mighty changes to the content of their campaigns to reflect the viewing habits of the region. Netflix remains actively engaged in staying attuned to shifting local market preferences by leveraging insights into cultural influences, interests and entertainment trends.
Standing Out in the Crowd
Entering a new market means facing competition from both local and international players. To make a lasting impact, your ads need to stand out. Localisation provides you with the opportunity to create ads that feel like they belong, yet still offer a fresh perspective. A localised ad can capture attention amid the sea of generic campaigns and position your brand as a unique and valuable solution.
The NHS initially ran a nationwide blood donor campaign highlighting shortages with the message “Blood stocks are low across the UK, please help”. Shifting tactics after poor initial response, they later employed localised ads specifying “Blood stocks are low in Birmingham, please help”, resulting in improved donation rates.
Building Brand Loyalty and Longevity
When your audience feels understood, they are more likely to develop a sense of loyalty towards your brand. By investing in ad localisation, you’re investing in building long-term relationships. When consumers feel that your brand genuinely cares about their needs and aspirations, they’re more likely to remain loyal and become advocates, spreading the word within their communities.
5 steps to localising your ads:
- Research: Dive deep into the new market’s culture, language, values and preferences. Understand what makes your audience tick.
- Localisation Strategy: Craft a comprehensive strategy for ad localisation. Decide whether translation, transcreation, or a combination of both best suits your goals.
- Content Adaptation: Modify visuals, wording and messaging to align with the cultural context. Be prepared to change imagery, colour schemes and even taglines.
- Local Expertise: Collaborate with local experts, translators, and marketers who understand the market intricacies.
- Testing and Optimisation: Continuously test and optimise your localised ads based on real-time data and feedback.
Ad localisation is the bridge that connects your brand with new markets on a profound level. It goes beyond language and speaks to cultural values, aspirations, and dreams. When done right, ad localisation has the power to transform your business from a newcomer to a trusted brand that resonates with diverse audiences. As you embark on your journey into new markets, remember that the investment you make in ad localisation today can lead to exponential returns tomorrow.
If you’re taking the big step into new markets, speak to Harrison Carloss for effective marketing strategy support to help you have maximum impact.