It’s been a while since we had a guest post so I am happy that this week Angelo Ponzi from C³Centricity partner PhaseOne, based in Los Angeles, has shared one of his most popular articles on taking local communications global.
If you’re a global advertiser or have done research on global advertising, you know it’s not easy to launch a global campaign.
Year after year, many br ands launch global campaigns only to have them fail. Sometimes it’s the message that doesn’t translate. Other times, a product name or slogan just doesn’t translate around the globe — or worse, it offends the target audience. Or, perhaps the behavior the br and is trying to influence just isn’t relevant.
What are the pitfalls that must be avoided and what strategies do you need to have in place in order to set the stage for a successful global campaign?
Benefit of a Global Campaign
There is a strong argument for implementing a creative campaign on a global scale. When it works, it provides br and stewards with a high level of control. It also ensures consistent implementation of a br and strategy, and it saves money — a lot of money. When it works, it can work BIG. Take for instance Unilever’s global work for their Dove br and and their Beauty campaign. This global work beat the odds, changed the way people think of beauty, and changed the way we as advertisers communicate about beauty.
Regardless of the br and, all br ands — even regional or local ones — need to think globally. Why? Because a br and’s image or reputation is only one post, tweet, blog, pin or share away from being talked about on a global basis. Social media has changed the way we market, but more importantly, it has changed the way we need to think.
It’s difficult enough to create relevant communications that include a strategic message, strong theme and a br and story that appeals to the target audience in one market. Creating one that appeals to multiple cultures is extremely difficult. One size fits all does not apply here folks!
Important Considerations: A Common Voice Spoken in Many Languages
What are some of the important considerations when beginning to think about a global approach? Certainly, humor or the use of slang when trying to establish a br and across borders does not always work. For example, humorous TV spots that aired in the UK didn’t make audiences giggle as it traveled across borders to other English and non-English-speaking countries. Keep in mind, the joke or “shtick” doesn’t always travel well from country to country. The use of humor may also be impacted by cultural values, etiquette, language and dialects, as well as social economics of the audiences. Individually, these are all important considerations to be researched when developing campaign strategies and creative executions. Br ands must learn to have a common voice that can be spoken in many languages.
In addition, you should take into consideration your international competition, since they are most likely exploring global and local (“glocal”) approaches as well. But, while you’re looking in the rearview mirror at your primary competitors, don’t forget to look out in front for those local br ands that are already entrenched and may already be the leaders in the market. Know where your br and st ands in the market. Are you a challenger in one market and a leader in another? How you speak to your target audience will be different based on your market position, making it even more difficult to identify a distinctive message that is relevant globally from market to market.
Define your br and’s core personality, including the tone in which you speak to your audiences, and keep it consistent. Identify a common motivation or need across cultures that speaks to their aspirations, not just your br and’s product benefits. By doing so, the overall culture of the br and remains constant and familiar to the audiences throughout the world.
Key Factors for a Successful Global Campaign
In examining the factors in developing and implementing a successful global campaign, we have found that it becomes clear that there has to be almost precise alignment across five different market factors for success. If even one of them is off, the campaign and its investment are at risk.
As we explore these five key factors, ask yourself the outlined questions and answer them honestly as you assess the possibility of your global campaign.
#1. Your Br and’s Equity
Does your target audience think about your br and the same way across all markets (i.e., do they have the same associations)? Do the br and’s values and its personality resonate at the same levels across all markets? Is awareness high and attitudes strong in one market while they suffer in another? If so, then there is a high level of certainty that the same advertising will not work in both markets.
#2. Your Br and Market Share / Market Position
Do you have consistent market share in each and every market in which you compete? In reality, it is much more likely that your market position varies by market. Whether you’re a strong leader with few challengers working to grow the category and retain market share or a challenger against stronger br ands trying to steal market share, it is almost impossible for the same kind of creative and messaging to work across all of these situations.
#3. Competitive Actions
In examining the competitive environment, a number of variables must be considered. How many competitors are there? Very crowded categories require different actions from less-crowded categories. What is the level of spend by competitors? Some competitors are more dedicated to certain markets, investing greatly in them. Are they buying market share? Are you prepared to compete? What are your competitors claiming? We often see that the claims competitors make vary by market. Just because your message is perceived to be different in one market doesn’t mean it will be distinctive on a global scale. What are the environments in which your br and will compete?
#4. Category Penetration / Maturity
One of the biggest mistakes marketers make today is assuming that the advertising they create for well-established br ands within very mature markets will work in markets where the category as a whole is just emerging — those markets from which future growth will come. What they are forgetting is that the audience’s familiarity with the category dictates how much you have to explain versus what you can assume they will already know.
#5. Target Audience / Cultural
We as human beings are complex. Yes, there are some core things that tie us together: we all have needs that we strive to satisfy. But even then, what our needs are and how they are expressed vary, with much of that driven by culture. More times than not, global campaigns fail by not taking into consideration the cultural differences between the markets. This is particularly true when humor is involved. What one culture views as funny could be offensive to another. Culture can also impact how our target audiences approach the category. One example is cleaning products — what “clean” means varies across cultures. We also see great variance for games and toys. For example, are they for independent enjoyment or do they bring people together?
To help lay the foundation for global campaign success, a research study that examines your br and in your current and planned markets is essential, as is the same research on your competitors to see how they have succeeded and failed so you can learn from their efforts. Underst anding where you st and and where you intend to go versus your competitors is essential to creating a successful and lasting global br and strategy.
Get thinking about what’s important in developing a global campaign. Do your homework. Invest the time ( and money) to underst and your target audience country by country.
Before you start ask yourself, “What campaigns have been successful on a global basis? How did they do it? And, which ones failed and why?” Learn from it. Now go take over the world.