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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Promotional Incentive Campaigns – Perils and Precautions

Needless to say, it is a huge responsibility for marketing to make the right moves to position their brand in the best possible light. In the area of promotional and loyalty incentives, this endeavor opens the door to countless product possibilities, the challenge being to cull down the choices to best fit the specific promotion’s business goal, target audience, and the marketer’s ROI objective.

As if this task isn’t daunting enough on its own, it is just as important to the marketer what they DO NOT choose to represent their brand as what they do choose. Today’s promotional incentives market is a truly global construct, with products coming from every corner of the earth. China still dominates the hard goods category, but more and more products are coming from emerging economies. This globalization is for the long term betterment of the industry, however it also means the marketer must be more vigilant than ever in choosing their branded items. There is always a new latest and greatest product, but quality control can differ greatly from supplier to supplier, regardless of the country of origin.

One doesn’t have to look any further than the McDonald’s Shrek glass promotion in 2010. 12,000,000 glasses were produced and sold at participating McDonald’s for $2 each. It was soon discovered that traces of cadmium were present in the ink graphic on the glasses. Cadmium has been proven to cause cancer. To mitigate the brewing Public Relations disaster, McDonald’s announced that a refund would be given and recommended that the glasses be returned, and a $3 refund would be issued for each glass. Were the Shrek glasses produced in a land “far far away”, with production facilities and standards that were not in line with the CPSC (Consumer Product Safety Commission) and FDA? No, the glasses were produced right here in the U.S. Yes, this is an extreme example, however caution must be exercised when your brand is applied to an incentive, or associated with merchandise.

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