By Sarah J
April 4, 2023
Why testing your localization is key when entering new regions
Here at GTH, we’d like to think we know a thing or two about localization. We’ve translated over 80 million words in over 65 different languages for brands who have strategically planned to make inroads into new, foreign regions. And when we talk about translations, we’re not simply referring to translating the words, but the context itself.
Let’s jump right into why localization is key to your business, especially if you’re going to make waves in a new country.
You’re running a successful business and you uphold the number one rule, which is to put the client or customer first. A lot of the brands we work with, such established game operators, affiliates, and a host of other firms in a multitude of industries believe in this rule. Thing is, a lot of them also stumble when it comes to localization.
What’s localization? Glad you asked. In the next section, we’re going to cover what localization actually is, and how it’s not just an important factor in expanding your brand, but vital!
What is localization?
To answer that question, let’s first of all talk about what localization isn’t. Localization isn’t the simple translation of your website into the language of the target market you’re attempting to launch in. Google Translate can do that for you, but good luck on your launch if you’ve gone Team Google Translate.
Now let’s take an in depth look at what localization actually is.
To start with, it’s good to lay all our cards on the table and we can do this by telling you that localization does include the translation of content.
Shocked?
Carry on reading.
Translation of content is a very small part of what localization is. There’s so much more going on under the localization hood.
Learning from your mistakes is key, but if you can learn from the mistakes of your competitors, that’s better, and sweeter at the same time.
Everyday, brands are stumbling and failing their launches in the new geos they’re targeting, and the reason? They’re failing to translate their global purpose into localized efforts.
Let’s take a closer look at one big brand who got it oh so wrong when trying to launch in China.
Localization gone wrong: Marks & Spencer
Let’s take Marks & Spencer as an example of a company implementing localization, or not.
Marks & Spencer is a truly global brand, but like many massive brands before it, M&S got it oh so wrong when it thought it could penetrate the Chinese.
Marks & Spencer believed they could crack China, solely on its brand appeal. The company went further down the rabbit hole when it also believed all it needed to do – being Marks & Spencer after all – was translate their website into Mandarin.
Follow us as we take you on a localization history journey back to 2008.
Marks & Spencer entered the Chinese market with all the bells and whistles you would come to expect from an international brand.
They literally went all out and opened their 40,000 square foot flagship store on West Nanjing Road, which is Shanghai’s premier shopping street. Think Oxford Street in London, Fifth Avenue & 57th Street in New York.
They were really pulling out all the stops, for this was the first Marks & Spencer’s in mainland China, plus it was the largest in M&S store in all of Asia.
Great, right?
Let’s jump forward 8 years to answer that question.
In 2016, Marks & Spencer closed down their flagship store.
Not so great anymore, right?
Let’s jump forward 2 more years.
In 2018, Marks & Spencer announced they would be closing down their online sales in China.
So, how did a brand like Marks & Spencer fail in China?
The answer is easy.
They failed to adapt to the culture of their Chinese consumers. Marks & Spencer’s failure to adapt and localize with their new market meant dwindling sales and eventual closure.
If M&S had tested the market before jumping right in, things may have been different. But instead of doing that, they simply thought they could sail in on their name as well as their translated website alone.
Marks & Spencer aren’t the only brand to have failed miserably. Huge brands like Mitsubishi had the “Pajero” failure. We won’t get into that right now, but go ahead and look up how laugh out loud that disaster was for them.
Localization and the ultimate test drive
We’ve helped hundreds of businesses successfully move into China and dominate the market. GTH understands every market and culture. That’s a bold statement. So, how do we know what works and what doesn’t?
We test.
That’s right, we use functional testing coupled with linguistic testing to check the quality of the content. Thing is, we’re not just looking at the grammar or searching for typos. We delve a lot deeper than that.
Culture is everything, and what is even more interesting is that in some larger countries, the culture shifts from one region to the next.
So, when a brand comes to us and tells us they want to target a country, we don’t look at the size of the brand in question. We look at the country or the area of a country they’re targeting.
If you believe that your brand will expand into new territories simply based on the new translations you’re injecting into it, we’re sorry to say you’re mistaken.
Looking to expand? Try out our FREE localization QA audit!
At GTH, we’re big on testing! To prove this, we want to test your website to see if it passes all of our localization checks. Once we’ve tested your site, we’ll provide you with an audit on just how localized it really is.
Simply click here, fill in your details at the bottom of the page, and we’ll do the rest!
The LQA audit is key as it will show you if you’re communicating with your clients or customers (in different geos) properly.
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