Maybe the biggest change in the new marketing era is the possibility of making a global marketing strategy. That practically means that you can move your business, product or brand to the global level, making it familiar and popular to people all over the world.
Many marketers, however, know that it is not an easy job at all. Your brand can be the most famous one in the country you are from, but going out means facing a completely different world.
Although some things are commonly used and taken for granted in our country, they can be a very serious problem abroad. German beer Warsteiner, for example, is simply not popular out of Germany because of the name starting with the word “war”. Russian vodka, however, can be accepted in other countries only if its name has been written in Latin letters because half of the world uses Latin alphabet and the English language.
Problems related to language and alphabets are not the only obstacles to global marketing. We should understand how a language sounds and the tone it creates. Have you noticed that Chinese has no special tone or implications about the feelings of the person who is speaking? Even if you do not understand German, you know if a person is happy, sad, angry or laughing. For the Chinese, that is not so easy.
You should use something else to express these feelings instead of the language or words. These are just the first steps in making a global marketing strategy.
Thanks to technology, literally every person can make its own virtual business and start working from his own living room. You should not be afraid of this type of work. As a matter of fact, some of them have made great companies with just a few employees and thousands of freelancers who help when it is needed.
They can have meetings or even parties in the virtual world. Starting the job with part-time workers can be a great saving mode and it would keep your money in the pocket for expensive things.
Going out of a small society or country can mean a very difficult process for your brand. Even if you have been successful and very popular in your country or among your customers, finding the new ones can be stressful and not always easy.
There are many forgotten businesses that have made some common brand mistakes in brand expansion and maybe not even today do we know which they are. They have simply been forgotten and lost in the bunch of new brands we see every day. Sometimes the problem is not just a lack of knowledge, but some kind of conceit which prevented them from learning and getting to know marketing strategies.
Understanding the adjustment to global marketing is nothing without understanding the importance of brand voice. Imagine that you went to a restaurant and spent a great evening there. The food was great, the waiters were nice and you were very satisfied with the price for the dinner you ate.
Everything was perfect, but the whole impression about the restaurant is more important. How will you describe it to your friends? How did you feel there? Is the staff cold and reserved, or friendly and maybe relaxed with customers? The same questions should be asked about your brand. What will people think and say about it?
After you have expanded on the global market, you should go back to the local market of a specific country where you want to sell your products. This time, it will be a place where people speak a different language, have their special habits and culture. You should understand what they expect, know, think.
They have a special behavior, culture, tradition and religion, so a lot of things you have put at the top of the list of features can be misunderstood in the country where it means or represents something different. So, apart from the great steps you have made in going out on the global market, you should prepare a great localization strategy in order to adjust your brand to the specific market.
Now, when you understand how to get closer to the local market and accept its rules and behavior, you must be prepared for multilingual marketing considerations. Accepting that the market we want to win is just an island in the sea of many different cultures, countries, languages and nations can be the first step in making a great global success. So, the question is not how you can make a breakthrough in a new market, but how to do that considering all the facts and parts of the process.
But, language is not all you need in global marketing. You
should think beyond the simple words and their meaning. You must understand the culture and nation you prepare the product for, be acceptable to them and properly adjusted for them.
You mustn’t ignore their religion or tradition, or forget about their language and expressions. Otherwise your brand can insult them or cause confusion in certain circumstances. The best marketing strategy is to brand locally relevant through transcreation, so the customers can feel that you know and understand them as if you had been born in their country.
Sometimes you will need to find those fine details which will show that you and your brand are good enough for the people in other countries. Those differences can mean success for the new brand, so start by learning how to achieve that. Go behind the words, meanings and symbols. Try to feel the culture you want to seduce.