Why Localise

01. Intro

From our office in Taipei and with an experienced international team, we are the perfect partner for Taiwanese businesses who are aiming to break into Western Markets, and Western firms who are entering Taiwan.

Gremlin Works is a full service agency, able to support clients from initial market research, through web design and brand development and global marketing execution.

We work with both B2B and B2C firms, and have a proven track record in driving success for our clients.

02. Standardization vs localisation

Finding the balance between standardization and localisation is the key to any localisation strategy. Using the same campaign globally is clearly going to involve economies of scale and lower initial costs. It will also be much easier for the brand to retain consistency and possibly gain higher brand recognition. Usually, firms that use a standardized approach will have a single, centralized marketing team.

Localisation involves taking into account the inherent differences from market to market. To do this, you must first understand your target audiences and market-specific requirements, and then adjust your marketing and business strategies as appropriate. Typically we see two scenarios for localisation, a centralized marketing department employing the services of a local agency, or a large firm large enough to justify a local marketing team for each market.

03. Getting it wrong

Proper localisation can save a company millions. Why? Because the cost of offending a group of consumer by insensitive marketing messages can be very expensive and in some cases permanent, leading to costly efforts in terms of re-positioning.

Huge Western companies such as Pepsi, Chevrolet and Colgate have made costly blunders where standardized messaging went down badly in local markets. In recent years, Brazilian, Indian and Chinese firms have returned the favour.

When Starbucks began selling Lattes in Germany, they were disappointed by initial sales. Investigation revealed that ‘latte’ is German slang for a male erection. Starbucks learned the localisation lesson the hard way!

The Jolly Green Giant made a similar mishap in Arabic, when their ‘localised’ name translated to ‘Intimidating Green Ogre’.

There are many more examples of the costs of getting it wrong, but we prefer to focus on the benefits of getting it right.

04. Effective

As any digital marketer worth their salt can tell you, the key to an effective campaign is being able to properly segment and deliver a message that each segment cares about. This is at the heart of localisation.

Rather than just thinking about the risks of not doing it at all, or indeed doing it wrong, companies should view localisation as a necessary investment in doing business in a market. Like any sound investment, the initial outlay is justified by the future gains. In the case of localisation, the gains come in the form of a more appealing brand, more effective advertising and more loyal customers.

localisation shows local clients that you care about them. Even within the United States for example, many firms localise by state or region because this brings additional value to your product and shows that you respect local culture, and traditions.

05. The balance

As Wal-Mart and others have discovered, successful localisation hinges on getting the balance right. Too much can dilute a brand and lead to escalating costs. Too little leads to a dwindling market share and shrinking profit.

Striking the right balance means understanding which markets justify localisation, and which elements of a business should be localised. Far from being an all-or-nothing game, localisation takes many different forms.

In our initial consultation with you we can talk through these variables and give you a clear idea as to how we can help you to localise in Taiwan, all the way from researching your target audience to marketing execution.