Know that your business has the potential to go global, but want to research the right approach? Perhaps you’ve already branched out internationally, but want to refine your messaging. InnoVision Global Marketing understands how to incorporate respect for cultural sensitivity in marketing campaigns for global brands. We’ll explain how to take cultural sensitivity into account in marketing to maximize impact and avoid common pitfalls.
Lean on Expertise
Research your target market before commencing your expansion efforts. Learn about the culture, customs and beliefs of each geographic region you wish to expand. Lean on the expertise of someone on your team to get you up to speed.
For instance, do you have a team member from that country or someone who has studied the region from a cultural perspective? Always seek to align yourself with people who have a deep awareness and understanding of the social norms in your target market.
Find yourself lacking someone with that expertise? This is where you can utilize a built-in team of experts. InnoVision can leverage international partnerships and resources to get you the comprehensive knowledge and data you need to succeed globally.
You should never navigate international waters blindly. Having an expert team by your side, either internal or external, to guide you through cultural nuances is imperative for your success in a global market.
Adapt Your Business Model
One common pitfall of global marketing is adopting a one-size-fits-all formula. Global marketing is a nuanced process, which means you’ll likely need to make some adjustments to your product and messaging before expanding internationally. So, once you’re armed with knowledge about your target market’s local customs and traditions, it’s time to brainstorm how to adapt your business model to appeal to consumers in those regions.
Let’s take global franchise giant McDonald’s, for instance. McDonald’s has made a name for itself by serving up staples like the Big Mac and Quarter Pounder. But McDonald’s also operates in India, a country where 40 percent of the population is vegetarian and an overwhelming majority limit their meat intake.
So how does McDonald’s succeed in a country where so many people refrain from eating its primary food product? Through strategic adaptation. For example, McDonald’s sells the Veg Surprise Burger made from a potato patty, which it markets as, “A surprise that will leave you wide-eyed.”
By catering to consumers without sacrificing brand identity, McDonald’s has found success worldwide. Your brand can do the same with the right plan in place.
Refine Your Messaging
In addition to pivoting your business model, you will also likely need to refine your messaging. Some things get lost in translation. Other messages may unintentionally offend. So it’s important to take cultural sensitivities into account when marketing your brand overseas.
Let’s stick with our McDonald’s example. Respecting the religious beliefs of many Hindus and understanding consumer preferences in India, the brand clearly communicates on its site that vegetarian and non-vegetarian kitchens are kept separate.
While words matter, how they are conveyed also counts. When creating marketing materials, take care to incorporate images, graphics and designs that are culturally appropriate for your target markets.
Capitalize on Opportunity
Once you’ve invested the time, energy and effort to ensure your messaging resonates with your target audience, be sure to capitalize on the opportunity to raise brand awareness by marketing on the right platforms.
For example, think about whether consumers in your target markets spend their time watching television, scrolling social media pages, riding public transportation or frequenting certain places that lend themselves to outdoor advertising. In a busy area, like Tokyo for instance, a creative 3D billboard advertisement may draw in the crowds.
The same goes for social media. Whereas most consumers engage in some form of social media, regardless of where they are located, the most popular platforms vary depending on where you live. In fact, some platforms, are banned in certain countries altogether. So, do your due diligence to find out where consumers in your target markets are spending most of their time.
You may have heard someone ask the age-old question, “If a tree falls in a forest, and no one is around to hear it, does it make a sound?” All this to say — if you’re spending time refining your messaging, will it have the desired impact if the right people aren’t seeing and engaging with it? So find the right place to concentrate your marketing efforts to maximize your global marketing reach.
Solicit Feedback
The Greek philosopher, Heraclitus, is credited with saying, “The only constant in life is change.” The same holds true for marketing. Wherever your business operates, consumer trends are likely to shift over time. So you’ll need to learn how to reinvent and adapt your brand when necessary.
Before launching any global marketing campaign, be sure to solicit feedback from your target audience. You can do this by holding focus groups, conducting online surveys, analyzing social media analytics and the like. The important thing is that you arm yourself with as much consumer data and knowledge as you can so you’re always making informed decisions.
Uncertain where to begin when it comes to collecting consumer data in global markets? It may be helpful to have an expert team by your side to help you through the process. After all, global marketing is constantly evolving, and your brand must evolve along with it.
InnoVision Global Marketing can assist your brand in making a name for itself and remaining relevant over time. Get in touch with us so we can determine the right global expansion strategy for you.
The world is yours. All you have to do is seize the opportunity, while wisely and strategically being mindful of cultural sensitivity in your marketing. And when you’re ready, we’re here to help you make your mark in the world.
