How you can win the vote by getting to know your market

How you can win the vote by getting to know your market

Elections seem to bring out the emotions in people, as the recent events in the United States have shown. Supporters of Hilary Clinton, Donald Trump, and the other candidates were so passionate about their choice for president that in the wake of the results there have been protests, petitions, rallies, marches, and of course heated debates. As for the presidential candidates themselves, the elections results are a culmination of years of their campaigning including one crucial element of planning: having an understanding of the public whose vote they are procuring.

How are businesses like presidential candidates?

Businesses, like presidential hopefuls, have to spend time thinking about the market that they are wanting to capture. A lot of the time businesses will just jump into a new market because it looks favorable but, unfortunately, things aren’t always what they seem to be at the outset. The success of your expansion depends on knowing the market you are entering using extensive research. Doing a little digging on the business and social etiquette of your intended market is a good start and will definitely set you in good stead but what else can you do to get to know the market?

Understanding your electorate

Once you have set your sites on the market you want to enter, narrow it down as much as possible in terms of demographics, location and possible interests. Then you can look at the market analysis including growth rates and forecasted demand. Familiarize yourself with the currency fluctuations and business laws that will affect your bottom lines.

Consider conducting a focus group to get an understanding of how your demographic is different in the specific country you would like to expand to. Is a new approach required to reach your potential customers in this location? Looking at the history, culture, and social rules of their society will definitely help but you might also need some personal insight.

Make sure that you are ready to adapt your business: take a look at yourself and think assess whether you would like to extend your current abilities by building on or whether you would consider partnering with another business or businesses. Would outsourcing be a better solution for certain tasks than completing them yourself?

Get the “vote”

Like campaigning to be president, expanding into an international market will need to have a good understanding of their target market and what makes them tick. Their culture and customs, their social rules and their specific needs. How should the marketing strategy that you are currently using on a local level be changed for the best possible results: localization enables you to understand all the specific cultural factors so that you can expand your business successfully.

We help global brands to build their own localization success story. We can help you get the “vote” from new markets/customers by understanding the culture and needs. For more information on how Rubric’s localization services can help your organization make the best possible entrance into new markets, feel free to contact us and speak to us directly about the services we offer.

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How to make the most of your marketing messaging toolbox

How to make the most of your marketing messaging toolbox

The days of using a television ad to punt your brand are over. Marketing today is all about conversing with your audience; less shouting, more listening, and hopefully, conversation. Drawing your target market towards you relies on having a well-equipped marketing message toolbox at your disposal. As consumers move online, they’re bombarded with content.

In order to make your marketing messaging stand out, you have to make sure that you’re using the right combination of marketing mediums.

The wrong combination results in a diluted, non-cohesive message; the right combination, however, can combine to form persuasive marketing magic. Remember that your marketing messaging has to work in unison in order to translate the emotional appeal of your product and ultimately get people to invest in your brand. We’ll look at the tools that make for a powerful marketing toolbox. Here’s what you need to equip yourself with if you want your marketing messaging to be effective:


The love affair between your consumers and video content is a passionate one. So much so that video is reported to increase the time a visitor spends on your site by a mammoth 80% (as reported by Mist Media). Video is able to convey far more than an image or written content – and much more powerfully at that.


Our time-starved daily lives mean that culture – on the whole – is far more visually-driven than ever before. A picture can convey a message in an instant, and is able to evoke an emotional response far quicker than a blurb can. Today’s consumers don’t have the time to wade through pages of text; in order to get your marketing messaging across as quickly as possible, you’ll need to embrace the use of images in all of your marketing touch points.


While images and video are increasingly important, the copy you use remains a crucial aspect of your marketing messaging as a whole. The words you use to woo your audience need to be instantly understandable, clear and most of all, facilitate an action that will encourage them to purchase your product or service. Verbose, convoluted copy is akin to a bad date: it makes the wrong impression, has consumers itching to leave as soon as they’ve arrived, and then lives on in their memory as an experience to be avoided at all costs.

Tone and Voice

Just as important as the words you use is the way your put them together. There are countless ways of saying the same thing, but not all of them are effective.  The way your construct your copy will determine whether or not it appeals to your audience on an emotional level. Aim to convey the personality of your brand, as well as the way your product or service can benefit someone who’s reading your copy.

Learn more about winning over the hearts (and wallets) of your target market by downloading our brand new, free eBook, ‘The Psychology of Marketing Messaging’.

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Marketing messaging guide

Product localization vs. product globalization: what to consider

Product localization vs. product globalization: what to consider

Companies expand into different territories for a number of reasons – each as valid as the next. Whether due to an unstable economy, a saturated market or increased competition, countless companies set their sights on greener pastures. The allure of entering a brand new market has seen Ikea set up shop in Shanghai, Zara open its doors in South Africa and McDonalds sell burgers on every single continent bar Antarctica. These brands owe their successful global expansion not to product globalization, but to product localization. Before you set foot on new soil, you’ll need to decide the best way to go about tailoring your business and product offering to a new market.

First things first: what’s the difference between localization and globalization anyway?

Countless definitions abound, and many of them are conflicting. Here’s the down low: Globalization refers to the overall strategy of how a company develops and launches products and services globally. It involves everything that has to change in the business to optimize its chances of international success. W3C defines localization as: “The adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market.”

Deciding on the best way to adapt your product to a new market depends on several factors:

Your budget

As the catchy pop ballad goes, “It’s all about the money”. Your budget plays a massive role in deciding whether to localize or globalize your product offering. Both require a substantial investment of not only capital, but time and skilled staff too. If you’re expanding into several countries – or several territories in the same country – you’ll need to make sure that you have enough budget to localize your product to several different markets. If cash-flow is tight, choosing to globalize your brand would be the financially-savvy option. You’ll need to weigh up the pros and cons of each. If you spend money on product localization for each and every target market, how much will be left over to support everyday operations, such as marketing your business? On the other hand, if you choose to globalize your product, what are the financial implications of a brand that’s not accurately aligned with the unique cultural and societal qualities of each and every market?

Your product

This consideration is just as – if not more – important than your budget. Before investing any capital in your planned expansion, examine whether your product is suited to the markets you’d like to enter into, and what needs to be done to make this undertaking viable. As the saying goes, ‘you can’t fit a square peg into a round hole’. If you’re in the business of selling software, for example, your entire offering will need to be translated into the language of the market in question. If you sell clothing, however, the only brand touchpoint that will need to undergo product localization will be your marketing and advertising campaigns. All brands require some degree of product localization; being able to cater to a new target market requires an objective examination of your product offering in order to determine the extent of product localization you’ll need to invest in.

Your new target market

We may live in a global village, but intrinsic cultural differences remain. Regardless of whether you’re aiming to expand into a country on the other side of the globe, or into a neighbourneighboring nation, accurate product localization is always required. Even the most negligible differences can have a massive impact on the success of your business. For example, a colleague who was on vacation in South Africa found herself in need of directions. Upon asking a passing local, she was more confused than ever before. The reason? The passerby had instructed her to “Turn left at the robots.” I can only imagine what her reaction was. Chances are, it went something along the lines of: “ROBOTS? Where are these robots?” As you can see, one word (traffic lights vs. robots) caused a lot of confusion. While the US and SA may seem similar in many respects, differences do exist. Avoiding costly cultural gaffes then, relies on product localization for every single new market – no matter how similar they may appear to be.

We offer both product localization and globalization consulting and services to leading brands. Find out how we can help you to tailor your product to a new market and ensure that your global expansion goes off without a hitch, here.

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