Think Global: Act Local

Reaching international audiences is often crucial to driving growth and expanding the footprint of your business. Generation Media identifies the considerations brands to need to discuss before advertising across multiple markets.

 

Reaching international audiences is often crucial to driving growth and expanding the footprint of businesses. One of the biggest challenges facing marketers who are trying to reach global audiences is to maintain the consistency of the brand’s messaging while creating marketing solutions that ‘work’ locally. While it is not easy, thinking globally and acting locally has never been more important. Each year, 130,000,000 children are born globally. That is 130,000,000 additional opportunities every single year for you to showcase your product or offering and reach a new audience. However, a one size fits all approach, will simply not cut it. Getting it right takes careful preparation and planning. It’s not enough to simply translate your existing assets into another language, and you can’t assume that the strategy you’ve been using in your home market will be relevant, or even appropriate, to audiences within other countries and cultures.

Complacency over the careful preparation and research will almost certainly mean you could be neglecting opportunities to maximise your impact, and perhaps miss a nuance of culture which requires the need to act differently. Without considering these local nuances could lead to misinterpretations and embarrassing faux pas that could tarnish your entry into a market. Beyond that, some misjudgements can even cause offence! With these warnings in mind, see below some tops tips to consider when considering global marketing communications:

Know your customer

Across Europe, local languages matter, as many parents and their children learn English at school but prefer to digest advertising in their native tongues. Even more important than language is understanding the customer’s mindset, something that varies by market and worthy of strategic thinking, when it comes to analysing the consumers path to purchase! For this reason, local insight and research is vital!

Get your creative message right

Differences between countries go beyond languages and cultural norms. If you want your brand’s message to resonate with international audiences, you have to transcreate – that is, adapt content with the local culture’s needs and preferences in mind, while keeping the meaning and essence of the brand’s broader messaging intact.

While there are cost efficiencies to balance vs. the potential additional costs, it is worth considering the value of localisations. In the long term these will prove you understand the audience’s cultures and language preferences, whilst being recognised as a ‘local’ brand/product.

Create more for less

When thinking globally, consider the opportunities to create more for less. If, for example, you’re creating a piece of unique content with one media supplier (i.e. a skinned minigame), think about how this could be adapted to be used across multiple markets to save those local markets investments in production. By thinking in this way, more of your marketing budgets can used on delivering more targeted eyeballs to your campaign. Moreover, by combining international budgets together, brands have opportunities for cross territory media deals, where ‘the whole is greater than the sum of its parts’ and combined investment have more gravitas to potentially improve costs.

Get Creative

Language and culture don’t have to be barriers. In fact brands that embrace differences both strategically and creatively can help generate innovative ideas for new approaches. Those that recognise this, can also reap the rewards by finding commonalities that exist as well as the differences. For inspiration, take a look at the numerous examples of brands discovering a global brand truth and key cultural insight, that leads to work that doesn’t simply promote a product/service, but creates a conversation

Save time, & contact Generation Media Global

Generation Media Global are the world largest independent media planning and buying agency for children’s communication. As such, we offer simplified yet strategic access to global media solutions. Our network is comprised of only the best local experts, all of whom are specialists in reaching children, families and young people. Our offering, allows for a singular point of contact, saving customers time, whilst having access to over 250+ local market experts.

For more information and for a bespoke review of your international efforts, please contact me or another member of the team: alex.taylor-smith@generationmedia.co.uk