Thanks to the international success of big brands like Coca-Cola and Visa, globalization is now a force to be reckoned with. Lately, other companies like Peloton use localization to embark on expansion missions abroad, thinking globally while keeping the focus on local relevance at the same time. Essentially, localization recognizes that different audiences have distinct values. It takes their different cultures into account, and although translation is part of the localization process, localization expands far beyond texts and phrases.
According to quantitative research, 75% of consumers prefer purchasing commodities if the content is written in their native dialect, and this is part of the reason why localization is so important to brands like Peloton.
The Peloton Localization Strategy
Recently, Peloton sales surged, and although it can partially be due to the pandemic, most of their success can be directly traced back to their localization efforts. If you’ve never heard of the brand before, here’s what you need to know:
Peloton was born as the brainchild of co-founder John Foley. In 2011, Foley envisioned fitting studio cycling classes into his crammed schedule and pitched the idea to his former colleague, Tom Cortese.
That’s where the dream of a stationary bike fitted with a digital screen was conjured up. The bike would enable users to stream their favorite classes in the comfort of their own homes when their schedule allowed it.
By 2012, Foley and Cortese had a prototype and funding in place, and with the help of Peloton’s three other co-founders – Graham Stanton, Hisao Kyshi, and Yony Feng – their dreams were turned into reality.
Today, the boutique fitness brand has more than two million fitness subscribers who all either have their own Peloton Bike, Peloton Treadmill, or a digital subscription to the service. Among fitness apps, this one almost has celebrity status.
However, they’re not the only brand in their game empowering people.
So how did they make it to the top?
Here’s how they became the number one player in their niche:
Community-Guided Product Development
This is one of the main focuses of localization: properly analyzing the needs of your target audience. The brand was avid in observing fitness trends. It works in much the same way as social listening. They then utilized the information they gained through product integration.
Featuring User-Generated Content Regularly
Highlighting the humanity and hard work of their users is something that Peloton frequently does on social networks.
Why? Well, because it offers recognition and encourages their users to keep sharing the brand on their own socials. This, in turn, effectively increases the brand’s organic reach through word-of-mouth marketing.
Again, choosing the best social platforms is part of a professional localization strategy. It’s also the basis for determining your user-generated content goals to increase brand awareness among potential audience members.
Speaking From the Heart
A critical component of a practical localization project is addressing the needs of the customers. You must address them in a tone and with a message that seems like it has been created especially for them. This means addressing cultural topics and connecting with your audience on matters close to their hearts.
It might sound a little cheesy, but it obviously worked wonders for Peloton. The fitness topic generates a lot of emotions, from inspiration to motivation, but it can also trigger anxiety and self-criticism. Therefore, Peloton leans heavily into aspirational emotions and places massive value on connection.
The only time ambitious globalization efforts can go south is when they’re not backed by effective localization strategies. Brands that fail to pay attention to the social and cultural preferences of their target audiences risk publishing insensitive content. Naturally, this can easily trigger outrage.
Simple things like translating product labels and converting prices to local currencies are just the tip of the localization iceberg. If you’re looking to capture a larger global audience, the way the Peloton community has, localization isn’t optional; it’s essential. And it’s the key to becoming a leading global brand.
Get in touch with Day Translations right now to learn more about our localization services and how we can help pave the way to your brand’s global growth!
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