Where does local marketing fit into a global growth plan? If you’re a marketer who’s been charged with crafting your company’s next steps for world domination, you can’t ignore local markets. Companies that hold global market share in their industry are doing one thing right: they’re owning the market at the local level in a number of different countries. Here’s a closer look at how growing global companies successfully handle local marketing.
Set the Compass with a Global Growth Strategy
The tone of your local marketing initiatives should be set by a global growth plan. Understanding your objectives for each market starts with clear business objectives, revenue targets, and budgeting. Translate these insights into a multi-country brand strategy. Unite your strategy with company goals and values, and then give your team the flexibility to market to each country effectively. One helpful analogy is “different voices singing the same tune.”
Consider Unique Format and Delivery Requirements
Best Buy is best known in the United States as a big-box retailer. But their expansion into the Chinese market revealed that the local market there prefers smaller stores with a focus on a narrower product offering. As a result, the company has revised their strategy for launches and marketing in China to better serve customers. Understanding format, packaging, and delivery preferences is an essential part of effective local marketing.
Targeted In-Language Messaging
Your brand manual provides clear guidance on issues like tone, key benefits, and linguistic choices. This framework is useful for crafting global campaigns and determining the goals of each new marketing initiative down to the country, regional, or market level. Think about localizing campaign content at three levels. The first is conceptually: does your messaging and creative concept work in the market? The second is with respect to layouts and visuals. Finally, it’s important to think about language both in terms of the overall tone and craft of a piece, as well as the language present in the final materials.
Put the Right Infrastructure and Processes in Place
For marketers, launching new market penetration initiatives in new languages requires a different skill set than marketing domestically. Marketers need to consider questions related to the overall positioning strategy, project management, collaborating with local partners, language translations, and cultural sensitivity. As a result, companies with reliable infrastructure and clear processes come out ahead. Whether this means a straightforward translation management system or experienced management who understand the local market having decision rights, planning ahead will provide your team the support it needs when the pressure is on.