Big Brands and Marketing Localization: Real-World Takeaways

It’s the simple, universal truth: Sometimes even with the best of intentions, things don’t go exactly as planned. A brand’s efforts in marketing localization are no exception.

This is the case whether we’re talking about a sprawling organization with offices in 15 countries or a company that’s just starting to go global for the first time.

The good news is that we can learn a lot from examples of marketing localization initiatives that didn’t strike a chord with locals-helping you make the right impression with your own localized campaigns.

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Identify Your Brand and Image, Or Your Competitor Will

Recently, Jimmy Kimmel sent members of his crew to conduct a series of interviews, Man on The Street style, about the current healthcare controversy.

The interviewer’s mission? Determine if people supported the Affordable Healthcare Act or if they supported Obamacare.

The interviews were conducted somewhere in California; I don’t recall the exact city/town. During the TV segment that was shown, approximately six people gave their opinions on Obamacare and The Affordable Healthcare act.

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There Is No Total Market Here or Anywhere

Total market! Are you kidding me? Are we going back to the 60s?

Let me take you back in time just to remind you how far we’ve come in multicultural marketing and the possible detrimental consequences in brand and cultural consumer relationships should we return to this nonsensical marketing concept.

Global Product Positioning

Back in the 60s U.S. products were positioned through a global marketing strategy throughout the world, a homogenous approach effective enough to sell a widget in every country due to limited competition. In the 80s multinational corporations turned to international-regionalized marketing strategies to better serve the needs of a changing consumer world and broader competition. Nowadays, the same companies are maximizing the opportunity through an in-country positioning strategy. The latter emerged as a need for recognizing the unique differences of consumers, including culture, language, spending habits and most importantly, understanding the process as to how these individuals build relationships with brands.

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How Branding Affects Your Marketing?

Branding is what you do before you go out there to showcase your business, i.e. all the preparation work such as crafting your marketing message, discovering who your clients are, putting your services into nice well put together packages, making it all sound good and look good with your logo and graphics. Marketing is the process of going out there and showcasing your business through networking, speaking or distributing your marketing materials online or in print. Some people may see it differently, but this is how I see it and it makes it easy for me to understand the process.

Many marketing experts will tell you that the most effective way to get clients is making phone calls. And I agree one hundred percent. However, as a branding expert I have to add that if you have a good brand you will only need to put a small fraction of your marketing efforts in order to get the same results. In other words, if you have to make 100 phone calls in order to sign up 10 clients for your upcoming class, with a good brand you will probably need to make about 20 calls (or even less) to get 10 people. And as your brand gets more and more recognition over time, you will eventually get to the point where you won’t have to make any phone calls. Your clients will find you on their own, online or through the word of mouth. And you will be able to sign up not ten but a hundred, maybe even a thousand clients.

How does this work? Simple. Good branding increases your visibility and gives you more credibility. That’s why it is a good idea to start working on your brand before you even go out there telling people about what you do. Why? Because you will come across differently and your message will be received differently. You will show up in a different light that will make you shine brighter and attract a lot more customers to you. You will be more confident, your message will be crystal clear and you will inspire others.

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Brand Monitoring, Sentiment and Reputation Management: How To Keep Your Good Name

Keeping track of your brand and how others view it can provide a significant advantage, no matter what industry you’re in. Depending on the awareness of your brand, there can be hundreds, thousands or even millions of consumers, customers and prospects talking about you. Are you paying attention? It may seem daunting, but there are tools to help you do so.

Monitoring your brand helps you keep abreast of what customers are saying about you and their experience with your company. Naturally, this information can be both good and bad. What’s important is that you stay aware of what’s being said so that you can act accordingly. To accomplish this, you could manually conduct searches to find articles, posts, social media commentary and the like. That method would only prove to be time consuming and you’d likely miss numerous results in the process.

Use tools like Google Alerts and Mention for free and low cost solutions. These keyword-based alert tools send you an email whenever your selected keywords are triggered. Google Alerts is free and doesn’t have a limitation on the number of keywords. Mention is free for 3 keywords and 500 results per month. They do offer a low-priced premium plan at only $20 per month. Tools such as Radian6 or SalesForceMarketingCloud offer a more robust solution, but at a much higher price tag. The benefit is that you get a lot more data including the positive, negative and neutral sentiment of comments as well as comprehensive reporting. Plans are in the hundreds to thousands for enterprise level. Depending on the size of your business, there may be a solution that fits.

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