6 Tips for Making A Global Brand Locally Relevant

As we learned in our recent webinar on the importance of data in today’s communications rulebook, PR pros need to put as much effort into reaching the right audience as they do in crafting a brand’s story – wherever that audience might be. We tapped Asia Mernissi, the director of business development in North America at Datawords Group, for her insights on how brands can best connect with region-specific audiences in the most personalized way. Read on for her insights.

Datawords Group

1. First and foremost, make sure that every touchpoint – from product descriptions to Instagram posts – is translated and transcreated into the local language. Next, make sure to invest in a quality translation. This seems obvious, but often in the rush to get into a new market, quality is overlooked. We all know when we see a poor translation: a word used incorrectly or an idiomatic phrase that falls flat. While these linguistic errors can sometimes be endearing, they actually can do real damage to a brand, making it appear amateurish, careless or even cheap to a shopper.
   • A quick note: Translation is the literal act of translating. Transcreation is making sure that the words accurately convey the intended meaning in a way that makes sense to your local audience. Localization (commonly incorrectly used interchangeably with transcreation) is actually the step before transcreation. It’s the process of understanding how your product, industry and offering are perceived in a given market; it’s knowing what is culturally appropriate and what isn’t.
2. Be sure that whomever you choose to do the translation really understands your brand voice. Effective, standout copy – especially for ads and social posts – needs to be both locally appropriate and consistent with your brand. We all know how hard it is to develop a strong brand identity! The best way to do this is to share your visual and voice guidelines, glossaries and any product or company info you have. It helps your content partners in forgeign markets really understand what your brand is about and create top-notch copy.
3. Confirm that your brand is present where it matters. This means your products are available in the online marketplaces people shop most and that you’re optimizing for the right search engines. Google isn’t the top search engine everywhere.
4. Don’t forget social! Instagram, TikTok, etc. are among the top ways people find (and decide to try) new brands. Help them shop your product by speaking their language.
5. People search differently in every market, so invest in a robust keyword analysis for both your paid and organic strategies. Certain terms, i.e. “blue mascara,” may be a highly searched term in one market, but not even in the top 100 in another market. Using the right keywords will help people find you. Doing this from day one is critical to get the traction and sales your brand needs.
6. Country > language. Identify the specific countries you want to target first and then group by language. For example, this means targeting France, Canada and Belgium, not French. Focusing on the language can actually cause more work down the road because the French in each country could vary, meaning you will need to adapt content accordingly.

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Insider Guide to Miami Art Week 2021

After a year hiatus, Miami Art Week is back and bigger than ever. From the return of the industry’s top annual fairs to artist-centric activations and exciting events, there’s no shortage of things to do all around the city this December. Whether you’re looking for the best spot to stay in, enjoying a quick drink between shows or grabbing a bite on the go, consult our city guide for local recs across the board. Plus, get a peek at some of the most sought-after event invites this year.

Where to drink, dine and stay

Monterrey Bar & Cafe Standard at The Standard Spa, Miami Beach 

This South Beach icon has just opened two new options for drinking and dining: Monterrey Bar and Cafe Standard. Monterrey Bar serves up elevated bites and classic cocktails, while Cafe Standard offers a plant-forward menu for all-day dining.

Monterrey Bar

Hotel Greystone

This new Miami Beach hotel just opened in the fall, offering guests a place to stay and enjoy art and design on Collins Avenue. Make sure to grab a bite at Sérêvène and enjoy Executive Chef Pawan Pinisetti’s menu blending Japanese ingredients and French techniques.

CHICA Restaurant

Chef Lorena Garcia and 50 Eggs Hospitality Group's collab, CHICA, is a Latin American favorite located in Brickell – and a great place to dine and drink if you find yourself on the other side of the bridge. 

The Bath Club

Miami’s oldest membership club, this chic venue offers everything from beach and pool accommodations to wellness programs and a great F&B program.

The Bath Club

Faena Miami Beach

Faena has all the bases covered: the luxury hotel features multiple dining and drinking options (great nightlife included), as well as plenty of art around the property and the beach. Artful activations abound this week. 

Baia Beach Club

Baia is a go-to for fantastic Mediterranean fare in the beautiful Mondrian South Beach. Enjoy a meal in the restaurant or by the pool, taking in those bayside views. 

Terrace at Baia Beach Club

Hoja Taqueria

Grab a quick bite inside the Generator Miami at this traditional taco spot. Enjoy Mexican fare and a curated cocktail list seated indoors or out, and check out their options for private dining, too.

The Goodtime Hotel

You’ve likely seen shots of Dave Grutman and Pharrel’s The Goodtime Hotel all over Instagram, so you already know it’s a must-visit. Book a stay or hang out at Strawberry Moon, a Mediterranean restaurant, bar and day-to-night swim club.

Where to get ready

Primp like a local at favorites including Dashbar, IGK, Lash Society of Miami, Daphne's Beauty Lounge, Mano Nail Salon and Root & Bark Beauty. 

Where to get a pre-event sweat in 

Whether you need to detox or are staying true to your routine during Art Week (kudos), add these cult-favorite workout studios to your list: JetSet Pilates, Anatomy gym, Tremble – or enjoy a nice run on the beach.

Events to have on your radar 

Here are a few hot (read: invite-only) happenings that will be the buzz of Art Week: 

November 29: Chanel invites guests for an immersive experience to discover Five Echoes es Devlin 

November 30: Ruinart hosts its Unconventional Bubbles Garden Party at the Miami Beach Botanical Garden

December 1: Vogue and Mytheresa host a sunset soiree on a super yacht 

Louis Vuitton expands its Objets Nomades collection by transforming its Miami Design District stores into an immersive installation, highlighting new pieces for 2021. The brand is set to host various events throughout the week.