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In the past few decades, globalization has been a buzzword to represent the cultural proximity and the perceived smallness of the world when it comes to marketing and branding. There are few remote places in the world where the locals have not heard of Coca-Cola or Nike since these are international brands that have the power of their name alone. However, it isn’t enough for large and medium-sized companies simply to sell their products around the world and expect people to respond to them. Businesses have to create local appeal and tailor-make their marketing to fit the tastes of a local population.
How to Be Both Global and Local
It may seem like a paradox to work both globally and locally, but many companies do it. If you have traveled overseas, you may notice that a visit to some of your favorite fast-food chains may lead you to discover surprises on the menu. In some places, McDonald’s has curry on the menu or a vegetarian option that suits local tastes. Energy drinks can be enormously popular all over the world, although they have faced controversy in the United States. Brands such as Red Bull create drinks in local flavors that will appeal to a specific market. A favorite flavor of potato chips in Thailand may not appeal to people in Nebraska, for example. That is how major brands alter their product to suit a local market.
Local Appeal in Marketing
The variation of brand offerings is most pronounced in food products because cuisine is something that tends to vary more dramatically from place to place than, for example, Nike shoes. The distinction is not only made regarding what kind of products or flavors are offered but the marketing style. The kind of infographic such as this one from Pepperdine, used in the United States, for example, looks different than those used in another society. This is not merely because the infographics need to appear in different languages, but certain images play better in specific markets than others.
Market research is needed to find the best products and marketing techniques for certain regions in the world. It may be helpful to meet with consultants in the markets you want to reach and run your ideas by them. They may be able to tell you right away if a particular product or advertisement will work or not, or may be able to reach conclusions through performing marketing research. It is best not to take too many risks when moving into a new market, but as you get to know the market, you can innovate and provide new products.
Getting Closer
Let your prospective customers feel as if your company is close by. You can do this by creating products that fit the pulse of the society where your customers live. Not only products but marketing should speak their language literally and figuratively. With some market research, you can find a way to sell your product anywhere in the world. The secret is to provide the local customer with a product they can relate to and make them feel as if your company is close by and listening to their needs.
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