Going Global: The Considerations of a New Market
Localisation versus translation; it’s a conversation I’ve had many times while working in a team of German and English copywriters as we write side by side for our DE and UK audiences, and something that will only become more relevant as we look to the future of potential expansion into other countries. What is the difference between translation and transcreation? Why can’t we say the same things to everyone?
Wayfair is in the process of expanding to new territories, with Ireland as one of the options on our horizon. Wayfair’s copy team are, in a way, the ‘gatekeepers’ of Wayfair’s messaging, tone of voice and brand identity etc — so naturally the thought of approaching new markets and audiences and getting it right is something that brings a little trepidation along with much excitement. Above all, we need to find a balance between resonating with new customers who are as yet less familiar with us while still maintaining a consistent brand voice that says ‘Wayfair’ no matter where in the world you are.
For the sake of this blog, I’m going to focus on Ireland as our potential next step. Considering everything the process of geo expansion entails, it’s a country that might be a somewhat unique case. On a surface level — and let’s be realistic, on a practical level if you consider the logistics of translating languages or adapting spelling and grammar as part and parcel of the geo expansion process — Ireland is very similar to the UK. Both countries use British English, house sizes are similar, neither country is spared disappointingly wet weather in the summertime, and there’s some degree of shared culture between the two. Plus, there are plenty of UK retailers such as M&S, Boots or Tesco which are immensely popular in Ireland. We won’t need to hire specialised Irish copywriters, or send content through a translations team, or completely rethink our sales strategies.
However, when you consider undeniable factors like history, politics and other nuanced aspects of culture, it becomes clear that simply lifting the content created for the UK one for one into the Irish market probably wouldn’t quite cut it every time, either. Ireland speaks British English, but Irish is the officially recognised first language. A significant portion of the country is still very rural and only accessible by winding roads with poor markings. The cost of living is high, with an ongoing housing crisis across the country. All of these elements need to be considered and respected, regardless of how directly they might impact that Instagram caption we need to write. So what is the best approach?
Naturally, a lot of it comes down to research, research and more research so that we can be prepared to deliver a universally positive experience while holding our own amongst new competitors. On a logistical level: understanding the geography, building our strategy and planning for potential challenges as we move into a new market. As a copywriter, when I am given a brief to write something for a channel or topic I’m not too familiar with, my first port of call is to research the topic, ask people who know more about it than me and check that I’m not going off course with any well-intentioned ideas. This approach also applies on a much (much) wider scale as we consider a new location, with all hands on deck.
Diversity and inclusion training is also something that should be incorporated into the process when facing a launch into a new country, ensuring that those harmless clichés or stereotypes we may subconsciously hold about a country or nationality aren’t unwittingly making their way into our marketing. One way of doing this is ensuring that the right people are on the case — people who can weigh in on the strategy, have deep insights into the topic and can flag when something that may sound great on paper should definitely never make it onto our website. As a possible future location for us, I’d be afforded a unique level of insight — I lived in Ireland until 3 years ago — but I still need to check certain things with friends and family back home to make sure my own experience wasn’t entirely subjective or is now outdated.
Having self-awareness as a large company expanding into different countries is something that will apply no matter where in the world you are launching. Striking a balance between tailoring your message in a way that resonates with your customers while also just not trying too hard, and avoiding unnecessary work that has little ROI, will be the key to success. It may take some trial and error; we can all recall that one TV ad or poster that made us cringe from trying and failing to hit the mark because it felt so forced. In Ireland’s case, for example, while it would seem tempting to incorporate messaging as Gaeilge, there is simply too much margin for error and too many cases of the use of forced Irishisms that ultimately alienate their intended audience. Playing it safe? Perhaps. Avoiding the risk of saying something insulting or just downright incorrect in a language that no one in our team is fluent in? Almost definitely.
Ultimately, the success of a geographical expansion boils down to having the right people, the right attitude and a willingness to learn and make mistakes from everyone involved. From the working team behind the scenes right down to the final content produced for the customer, a brand’s identity and values should come through in everything we do, regardless of where we are. That’s something that resonates no matter what language you’re speaking.
