An article in the FT caught my eye this week. It was challenging companies to search for new marketers who could st and up to the challenge of taking local br ands global and who understood when local specificities make sense and when they don’t. (Read the article here)
In this networked and global market we live in, more and more br ands that are successful locally are being groomed for global roll-out, but what does it take to repeat success at the market level when you launch globally? Here are my five suggestions to help you:
1. Underst and the market
This is the basis of any new product launch and applies just as well to global roll-outs as it does to local developments. Today’s consumers are dem anding, so find out as much as possible about them, their rational needs but also their emotional desires, whether or not they are articulated.
2. Underst and the category
What does the product st and for in the eyes of your consumers? Do the consumers in the new market have the same sensitivities as the ones in the local market where it has met with success? Will the consumers in the target market perceive the same benefits in the same way?
3. Communicate based on a Human Truth
One of the similarities that brings all consumers together is their basic human values. Think parenting and wanting the best for your children. Think women and their frustration at not being considered as beautiful as the retouched models in their magazines. Think of men and their need to charm and seduce women, to affirm themselves. These are traits that can be found the world over and which can form the basis of very successful communication strategies.
4. Can you use your local heritage?
Many countries and regions have strong images that can play to inherent qualities associated with certain product categories coming from them. Think French or Italian fashion, German cars or Japanese technology. If your br and has a strong positive association with local tradition or nationality, then make use of it.
5. Don’t (just) think regional
Just because countries are geographically close, doesn’t mean their populations are similar when it comes to category usage. When planning product roll-outs, consider how alike the consumers are in terms of values, usage and behaviour as well as category trends, before deciding on the order of country launches. This way you are more likely to be sensitive to and better prioritize the markets most open to the new product launch.
Many companies have effectively rolled-out local successes to other countries in the region, if not the world, but many more have failed. What would you add to the list to increase the odds in favour of a regional or global roll-out? I would love to hear your thoughts.
For more ideas on successful innovation check out C3Centricity’s website: https://www.c3centricity.com/home/vision/