How business translation services and localisation helped a dance company expand into global markets.
Rolling out an established brand in new countries needs careful planning, so Popdance’s founder and chief leg warmer-wearer Sue Wybrow contacted Atlas for some cultural and localisation advice.
Popdance teaches adults, teens, children and tots fun dance routines to pop music from the 80s, 90s, 00s and current tracks. It’s a chance to let your hair down, get active, and have some fun.
The original brand has expanded to include Popdance Fit, Popdance Kids, and Popdance Parties, among others. And it looks like they’ll be going worldwide.
Shaping the project with our expertise
We recommended only translating small, key sections of the English website to keep costs down and ensure the content could be controlled and updated more easily.
We also suggested it would be a good idea to research the cultural context of target markets to find out what life is like for children in these countries. Key questions that needed to be answered included: Is there a similar or comparable kids’ party culture? Do children do after-school clubs? Are there organisations like Brownies, Beavers and Scouts?
We were delighted to help Sue with her plans for Popdance world domination!