In today’s digital-first consumer landscape, physical location has become less of a factor for marcomms pros; now, it’s cultural relevance that can make or break a campaign. The onus is on brand marketers to ensure their campaigns translate well for all intended audiences, both literally and conceptually. Ashley Rosenberger, founder of Rose PR, shares some of the globally-applicable ways her team successfully reaches English and French markets in Canada.
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Thanks to digitalization, geographic distance has become an increasingly insignificant barrier to companies wishing to expand globally. That said, as many companies begin to extend their marketing efforts beyond their home base, they must consider how they should approach their marketing efforts in different countries. Given that each country has a unique culture, it is essential that companies tailor their campaigns to each market to ensure that they are well-received and effective. Below are some tips on how companies can do this.
Research the market and culture
Before launching a campaign in a new market, it's essential to research the local culture, traditions, and values. This can help you understand the needs and preferences of your target audience and how to tailor your messaging and marketing efforts to resonate with them. In addition, this will also help you understand the non-verbal cues in different countries, which is important to know when meeting journalists in person. For example, while in North America people generally greet one another with a handshake, in Asia it is more common to opt for a bow. Understanding these non-verbal cues is just as important as the verbal ones, to ensure that you are being respectful of your host country’s culture.
Hire local experts
Bringing on local experts – whether in marketing, PR, or cultural consulting – can provide valuable insights into the local market and culture. They can help you understand local nuances and avoid any missteps that could harm your brand's reputation.
Customize messaging and branding
Customizing the messaging of your pitch to suit the local culture can help your campaign resonate with the target audience. This includes adapting language to better align with local customs and preferences.
Choose appropriate channels
Different markets and cultures may have different preferences when it comes to communication channels. For example, social media may be a dominant channel in some markets, while print advertising may be more effective in others. It's important to understand the preferred channels in each market and adjust your marketing and PR efforts accordingly.
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