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Top Localization Strategy Examples to Visualize Global Growth

Erica Haims
May 17, 2022
6 min read

The key to developing a successful localization strategy is through visualization of your global growth journey. You can use localization examples from brands that have already seen their evolution to mastering global growth.

Following in the footsteps of brand journeys from concept to launch to adoption to profit, you can imagine the success available via your international expansion. By focusing on localization done right, you can explore all of the possibilities and even avoid pitfalls along the way.

All too often localization, globalization, and internationalization are reactions to consumer discovery or user feedback. Instead, have your initial business plan accommodate the necessary outcome to profit in international markets using examples of localization strategy done right.

There are success stories of companies that are currently applying smart localization practices that allow them to thrive in the competitive global digital landscape. Visualize the infinite reach your products have and the customers who live all across the globe becoming your most loyal customers and advocates.

Exploring the globalization campaigns of companies that have conquered the markets you are looking to expand into, including your competitors, is a great place for inspiration.

There is a wealth of success stories available that you can apply to your international game plan. Here we will review examples of localization strategy international campaigns where brands optimize costs, show respect for local cultures, and comply with regional mandates that impact their localization strategy. All with effective partnerships and agility.

Manifest The Return on Global Growth

This is not to say that global growth is without risk. So to satisfy your C-suite executive’s mind, there is the argument for the return on the value of tailoring your product and/or service to the global customer.

Smart localization implementation requires a highly specialized technology stack, local language professionals with subject matter expertise, and collaboration at every level of your organization. You make your case by proving the value of international investment by referring to the successes and failures of so many brands that have taken the journey before into the global marketplace.

Interpret Your Product to Gain International Trust

Essentially, your product’s value must be translated for the global customer. Your consumers, wherever they may live, are going to want to understand what problem your product or service will solve in the context of their culture.

This may include the language that the product is available in, the necessary added features, and marketing that is digestible wherever it is consumed. Fortunately, there are endless examples at our disposal to apply to our own goals for international success.

Take Your Journey Glocal

Today’s global marketplace is touchless, cashless, and digital. The result is that we are now following a glocal model. Glocalization roughly translates to global when possible, and local where necessary. This term was introduced before the pandemic to address the evolution of localization in the digital age.

We have entered into a new phase of globalization that is forced to continually adapt to the connected world with the flexibility to overcome obstacles brought by pandemic restrictions, political climates, economic barriers, and overall a heightened sense of international awareness.

Common Strategic Elements

When looking at the brands that are currently thriving in the global marketplace, all have these three commonalities. We can get a deeper understanding by highlighting these strategic elements and applying them to your global game plan:

  • Global Mindset  – Always anticipate your globalization, don’t wait for globalization to happen.
  • Agility – Expect the unexpected and plan to respond respectfully and impactfully with immediate action.
  • Partnership – Strategic partnerships throughout your entire organization and strong partnerships with language suppliers and translation technology infrastructure providers.

Top 3 Localization Strategy Examples

With all that said, here are our top 3 localization strategy examples that should be used as, well, a great example!

Eventbrite: Connecting Events in a Virtual Global World

One company that transformed into a lifeline during the pandemic is Eventbrite, with a mission “to bring the world together through live experiences.” This event management and ticketing platform is an excellent example of an agile, global mindset with an aligned vendor partnership.

eventbrite_HQ_photo

Evenbrite reported a revenue of $55,9 million for the first quarter of 2022, which is 101% up compared to the equivalent quarter of 2021. They were well equipt to support the sudden shift to virtual events, giving attendees the ability to access events on the other side of the globe from their very own homes.

Now with the return to live events, Eventbrite has brought the world together with the universality of its platform. Applying an API solution to their translation infrastructure to bolster Eventbrite’s global initiatives with an automated process. This brings the speed and agility necessary to service that in 2021 serviced 5.4Million events in nearly 180 countries.

Coinbase: E-Commerce as the Great Global Connector

We can examine a recently implemented globalization strategy example with cryptocurrency company Coinbase: Their globalization strategy is “Go Broad and Go Deep”. Placing key leadership roles throughout the world brings the ability to quickly respond to the global crypto marketplace. This furthers their ultimate goal to advance economic freedom with their technology. Cryptocurrency is what brings the cashless, touchless, and universal currency that the recent pandemic has made a vital element for the global economy.

Proving that there is a new dependency on trusted cryptocurrency, they have raised a total of US$547.3 million in funding that will foster their global expansion initiatives. Here we can see where having the flexibility to adapt to the evolution of the global economy and establish strategic internal partners throughout the world in order to pivot quickly to the multitude of global economies.

Vida health: Efficiency at the Center of Continuous Localization

Healthcare is in a constant state of evolution with each advancement in science and medicine.

Vida Health

For Vida Health, continuous localization is the best game plan for an effective localization strategy that is focused on saving lives. Cutting 15% – 25% on translation costs by leveraging translation memory is a great way to stay agile to quickly respond to their users.

Vida Health reported last year that they were able to more than triple its revenue as they are the first chronic disease management platform to launch a full-stack Spanish experience for their app to serve the Spanish-speaking population in the United States. They understood that the key to healthcare accessibility is communication that can be best understood in the native language who are receiving care.

Global Mindfulness Equals International Prosperity

International profitability is due to strategies that are globally minded, truly agile, and the alignment with trusted partnerships throughout the world. Look to the brands that have already achieved success with global expansion and discover if these examples of successful strategies will apply to your business model.

There are so many new opportunities to explore when you expand into new markets with inspiration from smart businesses that have missions to serve their customers throughout the globe in multiple languages.

Erica Haims

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