As the country – and the world – wait with much anticipation to see who will win the most coveted job in US politics, we’ve been just as spellbound as everyone else. It’s safe to say that this presidential race tops them all as far as dramatic flair, last-minute floor-crossing and social media battles go. Winning over an entire population isn’t a simple, nor easy, endeavor. In fact, capturing the hearts, minds and votes of millions is a lot like the localization process. Whether you’re a diehard Democrat or staunch Republican, there are lessons to be learned from the way Clinton and Trump have played their cards.
Currying the favor of an audience that consists of 319 million people requires a strategic approach.
You can bet your bottom dollar on the fact that both parties have an army of staff dedicated to building a strategy that’ll win them the Oval office. While their approaches differ wildly, they both know that a sure fire way to lose supporters is to champion or condemn a cause that’s close to the heart of their followers. While some of the presidential candidates are better than others when it comes to putting their proverbial feet into their mouths, both know that they need to equip themselves with accurate information about their supporters: their demographics, their financial standing and their belief systems. The localization process is much the same. Instead of winning votes, you need to win the patronage of your new market. This calls for a foolproof strategy that’s based on accurate data, and importantly, takes cultural nuance, sensitivity and context into account. In short, you need to cater to your market in the way that appeals to them the most.
The key to wooing a population lies in the degree you’re able to tailor your message.
Both Trump and Clinton know that their keynotes, addresses and debates are that much more effective when they address the issues most topical in a certain area. In other words, they’re masters at rolling out a targeted approach that resonates.
If you’re expanding your brand into several foreign markets, you can’t afford to adopt a one-size-fits-all approach. Each market segment needs to be catered to in a way that’s tailored to its unique characteristics. The language and dialects you use, the price point you sell your goods at, and the channels you add to your marketing mix are just some of the things that need to be aligned to the unique characteristics of your market.
The most effective way to gain traction in a new market is to base your USP around its most pressing needs.
Both Trump and Clinton are masters in painting themselves as their supporters’ biggest ally. They know when to emphasize a certain solidarity or belief, and when to play others down.
In the same vein, the success of your localized brand, product or service is that much greater when you build it around the things your market cares about most. For example, Starbucks changed their formulaic store layout for their customers in China, adding extra seating and areas for groups in order to accommodate the fact that Chinese patrons see drinking a hot beverage as a social occasion. The brand further adapted their offering in line with their Chinese patrons’ preferences by adding tea and other popular Chinese beverages to their menu. By integrating their brand into the established culture, instead of expecting the Chinese market to adapt to their offering, Starbucks have successfully penetrated the Asian market, and continue to expand Asian operations due to their success.
We’re a Localization Service Provider that helps leading local and international brands to get their message across – no matter who their audience is. Download our latest eBook, ‘The Ultimate Guide to Global Product Expansion’ to learn about the best way to approach a brand new market.
Image Credit: pexels.com