Localized marketing can offer better conversion, but localized campaigns at a global scale are hard if you want to grow without multiplying your team. The following techniques are your best bets for centralizing global marketing in your business:
1. Singular Management
Global companies have offices in different countries, creating a communication disconnect, especially between marketers implementing new ideas. Combat this by placing your chief marketing officer and her immediate team at headquarters, providing better continuity in the brand’s visual and core message.
2. Cloud-Based Management
In engaging country-specific markets, hiring to monitor the campaigns is irreplaceable. To have the best of both worlds, use a cloud-based project management platform to stay in constant communication about updates and implementation, regardless of location.
3. Regular Local Meetings
Schedule regular meetings with local staff to discuss your centralized plans and how to adapt them. Giving them access to your plans and central calendar beforehand will make the meeting more productive and keep you ahead of the game on the cultural tweaks that increase ROI.
4. Master Calendar
Make one calendar outlining the peak seasons and marketing drives for each of your targeted regions. By using this as the base for your whole team, you’ll realize where you can reallocate work without reinventing the wheel, opening up more time to expand.
Globally-recognized brands like Coca-Cola have great localization techniques, but the brand’s message is easily distinguished across language borders. Using major brands as inspiration, find where you can standardize your brand. Once this is in place, you’ll have smoother campaign deployment.
6. Branding Manual
Creating a comprehensive source like a brand manual for your brand managers to refer to will save time and money in training and revisions. It’ll also help you uphold a persuasive consistency to your audience.
7. Smooth Management
Centralizing gets a bad rap because the approvals can get clunky. Rather than requiring a single person’s approval, create a structured, tiered brand-management flow. Because local offices won’t work independently, train one or two people in each country to know your brand inside and out so they can provide guidance in the field.
8. Centralized Translation
Getting your translations from language experts in one place ensures the correct grammar, dialects, and consistency of your brand’s core message, while preserving the emotional threads that engage your audience.
9. Budget Adjustments
Centralizing can save you money, but to run a tight ship and open your budget to expand, you must adjust your budgets to reflect your new structure. With tighter finances, you’ll be able to afford better creative firms for advertising that cuts through the clutter and gets straight to your customers’ hearts.
Re-evaluate your goals, especially if you’re starting the centralization process halfway through pre-established plans. Create goals around implementing centralization, along with lofty goals to push your team to accomplish more.
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