4 Things Your Brand Needs to Go Global
With the foundation of a solid web presence, companies are expanding their brands to global markets. Consumers have created a demand for product internationally. Now, the expanding advertising industry easily allows you to advertise anywhere to targeted audiences. If you are thinking about taking your brand global, there are a few key factors that need to be taken into consideration before launching your campaign.
What Your Brand Needs to Know About Going Global:
Is it culturally appealing?
It’s important to consider culture when it comes to advertising. Certain advertisements can be found offensive, racist or demeaning to a culture if it is not presented in the right way. When taking your brand overseas, it’s important to do research about the type of people and cultures in the area you plan on releasing ads. A negative advertisement can create a bad brand image and in the long run, create a decline in international sales. Your goal is to appeal to everyone.
Is your campaign customized?
When taking your campaign international it’s important to realize that every audience is different. The demographics and psychographics are unique in each location you plan on advertising. In order to connect with the consumers, it needs be tailored to them. Whether it’s creating a new character or a new layout, it should be created with the target market in mind.
Does it meet the consumers’ wants and needs?
The wants and needs of consumers may be very different when going abroad. Find out what they are interested in purchasing and have your advertisement reflect that. It will draw attention and make consumers attracted to your brand.
Does it translate?
This seems like a simple question, but many companies fail to overcome language barriers. The advertisements and slogans must translate to something understandable and culturally appropriate. Pepsi entered the Chinese market with their slogan “Pepsi Brings You Back to Life.” It translates to “Pepsi Brings Your Ancestors Back from the Grave” in Chinese, which is offensive to a culture that values their ancestors.
These steps are just a few things to consider when entering a global market. There are so many ways to get creative and make your international advertising a success.
Contact LoBo & Petrocine today and we’ll strategize a unique in-bound marketing campaign for your brand!
*This post was contributed by our intern, Talia Cohen