Local Personalisation In International Waters - Guest Blog by Vicki Whetton

We've got another great guest blog for you this week. In this one, Genoa Black Brand Director Vicki Whetton cast her expertise onto the role of marketing for exporting.


VW no1We all relish the personal touch, and this is no less the case when it comes to marketing across a wide range of brands, products and services. By providing a personalised experience, particularly one that is predictive rather than reactive, businesses have a real opportunity to provide much-needed utility in an increasingly noisy world of choices.

Not only does an added personal touch allow your marketing to adapt across international waters to global audiences, but it also makes for a better customer experience, which in turn results in continued customer satisfaction and retention.

Following our recent win for Professional Services Exporter of the Year at the HSBC Scottish Export Awards in March and my own judging of the Marketing Society Star Awards, is has been clear that key to developing local personalisation, is a well structured and strategic marketing plan that can create a ‘glocal campaign’.

Essential to any type of campaign is effective research. Unsuccessful campaigns largely fail due to a lack of research and understanding into the markets you are communicating with.  Cultural sensitivities, language issues and even time zones will affect which markets you are developing a campaign for and these should all be carefully considered when developing and delivering a campaign.

MAP2Following quantitative research methods including competitor reviews, industry research and market analysis, qualitative research should then be applied with consumers and target audiences. By talking to and listening to perceptions of your brand in each region you will be able to understand nuances, behaviour and trends to help significantly in developing a campaign for this market.  Even with excellent targeting, if the message doesn’t resonate with locals in an international market, the campaign can do your brand more harm than good. We work closely with our client’s internationally based and on-the-ground teams to ensure messaging resonates well in each specific region.

Once you have identified and understood your target regions plan your channel amplification accordingly.  Whilst strong social media activity will work best in one region to spread your message, in another a press or TV ad might be the best option.  Work with regional teams to create the most insightful channel plan to reach your goals and importantly, your audiences. Similarly, campaign messaging should be localised. Cultures, languages and advertising laws differ so greatly from one country to the next, that applying a single global marketing campaign worldwide would never be effective. 

It’s not unusual for great ideas to become incomprehensible once they cross-cultural or language divides.  But by understanding the markets you are targeting, working with local teams and being appreciative of creative localisation implications a “glocal” creative campaign can be achieved. 

Wherever your campaign is launching ensure that the timing and sequence of communications is carefully planned and executed in order to achieve maximum impact, reach and coverage. And finally, most importantly, ensure your own team are well informed about your international launch, programme or venture, engaging with them and encouraging their role as international brand ambassadors, whatever their role.

For more help and tips, check out our downloadable guide on Marketing Abroad Essentials.

For help with export or international marketing contact Vicki@genoablack.com or call us 01259 743 829. 


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