3 considerations for local advertising in a global brand
Today, more businesses than ever are trading globally. From multi-national service providers to small family stores, the internet, mass communication and affordable global shipping have opened new markets around the globe for practically every business.
Even traditional brick-and-mortar shops aren’t held back by location anymore. With customers around the world only a click away from your business, almost anything can be bought and sold online or over the phone, no matter where you’re based.
We’ve covered the benefits of localised marketing before here. A global brand can use those tactics to tap into an international market, earning more customers, more store visits and more sales.
But there are drawbacks to consider too - chief of which is exactly how to advertise and market to such a diverse global audience.
In this post, we’re going to look at some of the key considerations for local advertising with a global brand.
Matching Products To Regions
Whether you operate globally or across one region or country, it’s unlikely that every product you sell will perform equally as well in each area. Different customers have different tastes, cultures and customs which can affect sales, and sometimes the country itself will determine which products succeed and which don’t.
As examples, foods popular in one area may not be eaten in another, people living in warmer countries likely won’t buy the same clothes as those in colder climates, and the values and priorities of your customers may vary from region to region.
It’s important to think about local pricing too, as well as what you advertise in each area.
Many global businesses adjust their prices to suit the cost of living in their target countries, making pricing fair and helping to avoid pricing some customers out of their products. This approach works particularly well online, where it also prevents customers from circumventing higher prices with fake shipping addresses or by purchasing from another region’s website.
Communicating With Your Customers
Before going global, most businesses only need to speak one language. Opening yourself up to new international markets, however, means handling outbound and inbound customer communications in multiple languages.
It isn’t necessary to communicate in every language, of course. Large businesses often opt for a selection of the most common languages - English, Spanish, French and Chinese, for example. Some limit their inbound customer communications to just a handful of languages while translating their advertising and website into many more.
Speaking the language of your customers can help to build trust in your brand, and can also cement your place as a ‘local’ business. People are much more likely to communicate with you and to interact with your brand if you give them the opportunity to do so in their language.
A Global Brand Identity
Despite offering different products in different areas and adapting your advertising to speak multiple languages, it’s important to maintain a cohesive global brand identity.
From worldwide marketing campaigns that share similar imagery and promotions to maintaining a unified brand voice, website design and ethos between regions, a consistent brand identity can help to tie all of your localised businesses together.Doing this allows brands to maintain the same standards and the same approach to customers, no matter where they operate.
With the same logo and branding applied in every region, your customers will be able to identify your business wherever they travel too, building brand recognition with customers around the world. While the language you use and the exact prices and products may change, keeping a consistent global brand identity is how a business builds its reputation and grows an international customer base.