How does your localisation strategy support your global retail goals?
Localised marketing is a great way for large global brands to connect with their customers. From local competitions and events to region-specific products and offers, even the biggest international businesses can localise and focus their marketing to good effect.
For many large businesses, marketing activity is often best planned on a global scale and then optimised for a local audience later. This can mean, for example, arranging the same events all around the world, just with a distinctly local flavour, or offering big seasonal discounts across your business with the discounted items varying by location.
But, however you decide to handle localisation, a key consideration is being consistent within your brand. It’s well-established that customers buy from brands that they connect with and that resonate with their values - no one buys from a marketing channel, after all. Having consistent branding and marketing across every section of your business is essential for building a loyal customer base, and it’s through this that local marketing can support your entire business.
Building this consistency
...within your local marketing while operating on a global scale can be tricky, however. Not only do the retail goals of your global business need to be communicated effectively to ensure that you’re all pulling in the same direction, but local branches will need access to brand guidelines, marketing materials, and other resources necessary for following your plan.
It can be a complex task, ensuring that each local arm of your business sticks with the overall marketing plan that you’ve set. But often a team with access to local knowledge can do a much better job of localising your marketing than your distant head office could ever do.
...is essential for keeping costs down too - particularly if your local offices are expected to pay for their own marketing campaigns. In the past, Papirfly helped Elkjøp Nordic to lower the cost of their international direct mail marketing. Working with Papirfly, they now produce all of their direct mail in-house rather than using external agencies, representing a significant saving and allowing them to customise and localise their marketing better than ever before.
It’s also possible for local marketing to inform and drive global strategy, using local success to strengthen the wider business.
Any well-performing event or local campaign that isn’t part of your global marketing plan can be rolled-out across other regions if you choose, and successful local campaigns, repeated and backed up with funding and resources, can often be some of the most effective. As success brings more money and more spending on marketing, this success can eventually be replicated across your business in every location.
A great example of this comes from Coca-Cola and it’s “Share a Coke” campaign that first launched in 2011. Originally limited to Australia, the idea was to put names on to cans and bottles of Coca-Cola alongside marketing that encouraged the giving and sharing of drinks between friends and family.
In just one summer, Coca-Cola easily beat their own sales expectations and so made the decision to roll the campaign out to other countries. Eventually, the campaign reached more than 70 countries, was translated into many different languages, included names from around the world, and ended up as one of the company’s most recognisable and successful marketing strategies ever.
You can read more about the success of “Share a Coke” on the Coca-Cola website.
The Coke campaign shows how the success of one idea can be expanded to other markets to great effect. Localised marketing, properly supported, can help global businesses to build their brand and earn loyal customers around the world.