Your Current Marketing Plan May Not Work Overseas – Copy Strategies From Spotify and Snickers to Succeed Anywhere
The views expressed by the business participants are their own.
Expanding into new international markets presents an exciting but daunting challenge. With over two decades in the PR industry, I have navigated the complexities of cross-cultural environments and seen first-hand how a PR strategy that thrives in the UK may not resonate in, for example, the US, Asia or Brazil. The key to a successful international PR campaign lies in understanding and adapting to the unique characteristics of each market.
So, how do you make sure your PR strategies are tailored for foreign markets? This article will explore how you can up your PR game to meet the needs of an international audience. Using inspiring examples from leading brands and our successful expansion into various markets, we will provide insights to help you grow your business successfully.
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Understanding the new market
Before entering a new market, thorough research is essential. This includes examining regional culture, consumer behavior, current market trends and the competitive landscape. For example, conducting targeted surveys can shed light on customer sentiments about your competitors and identify what is important to your target audience. This insight allows you to tailor your PR campaigns to address those specific needs.
Understanding the local culture is equally important. A good example is Uber’s adaptation to the Indian market by offering cash payments and auto-rickshaw options. This localization approach attracted significant media attention and resonated with Indian audiences, highlighting the importance of cultural adaptation in PR strategies.
Local content and messaging
A one-size-fits-all approach to PR and communications rarely works when entering new markets. The success of your PR efforts depends on your ability to adapt content and messaging to the local context. Here’s how you can make sure your PR campaigns reach new audiences:
- Organize your content: Use the information from your market research to customize your messages. This includes adapting your brand’s tone, style and content to suit the cultural and linguistic preferences of the local audience. For example, in Germany, where guidance is important, a direct approach may be more effective; while, in Japan, a subtle and respectful tone may be preferred.
- Contact local PR experts: Working with local PR firms can be helpful. They have a deep understanding of cultural nuances and can help craft messages that are sensitive and engaging. They also provide insights into local media outlets and consumer behavior, which can guide your PR strategy.
- Include cultural significance: Recognize and honor local holidays, important events and cultural events. Aligning your PR campaigns to reflect these key moments can improve audience engagement. For example, incorporating local stories and testimonials into your campaigns demonstrates your brand’s commitment to understanding and appreciating local cultures.
- Be sensitive to local customs: Make sure your campaigns don’t annoy or alienate the locals. Practice cultural sensitivity and avoid using stereotypes or images that may be considered inappropriate.
A good example of local content in every region is the Snickers campaign “You’re not you when you’re hungry,” which ran for more than six years in 58 markets. While the message remains the same around the world, its presentation was tailored to different markets. For example, US audiences were treated to Betty White’s famous Superbowl ad in 2010, while in the UK, the campaign was launched using Twitter (now X). National newspapers picked up the story and the campaign in just 25 tweets reached over 26 million people.
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Building relationships with local media
Cultivating good relationships with local reporters and media personnel is essential to getting good coverage. If you are unfamiliar with the local media in a new area, a quick internet search can help identify important newspapers, TV stations, radio stations and news sites.
The launch of Spotify in India in 2019 serves as an excellent example. By engaging the local media with relevant campaigns and participating in social media, Spotify gained media coverage and built a strong presence, reaching over 100 million listens from over 55 million Indian users by December 2023.
Face-to-face interactions, such as conferences and product launches, can also greatly improve media relations. Research shows that 61% of people consider such direct interaction as the most effective marketing channel.
My team saw how valuable these connections can be by attending major conferences such as Latitude59 in Estonia and Money20/20 in Amsterdam and Thailand. These events provide valuable opportunities to meet media representatives through side events, relationships with editors and pre-booked meetings. By building relationships in these settings, we were able to share in thematic pieces and extend invitations to our media events, strengthening our presence in these markets.
Related: Why Local Media Is The Secret To Getting Free PR
Using sponsored content
Sponsoring content is another effective strategy for entering new markets. By sponsoring sports teams, events, TV shows or online content, you can increase brand visibility and control the narrative presented to your audience. Sponsored content allows you to maintain intelligent control while ensuring instant visibility across all key media outlets.
For example, our experience with a sponsored article in IBTimes greatly increased our visibility as we expanded into the Asian market. The article highlighted our strategic move to incorporate a wholly-owned subsidiary in Hong Kong, successfully targeting a specific audience interested in expanding markets and financial operations. This shows how a paid-for piece can work better than waiting to cultivate new media relationships, especially when immediate visibility is important.
By combining paid and organic PR, you can increase your brand’s impact in new markets and deliver its message more effectively.
Related: Does PR Really Help Increase Sales? Yes – Do Good and Be Patient
To encourage local advocates and advocates
Influencers play an important role in expanding your brand’s reach to new markets. Their ingrained trust in their followers can greatly enhance your brand’s credibility. To take advantage of this, find influencers who match your brand values and give them exclusive access to your products. This strategy helps build trust and effectively engages new customers.
While global celebrities can boost brand visibility, partnering with local influencers and advocates who truly connect with the target audience can have a huge impact. For example, Nike’s “Nothing Beats a Londoner” campaign successfully used local athletes to connect with young Londoners, resulting in a significant increase in searches for Nike products.
Another good example is the fintech company Wise, originally founded in Estonia, which specializes in international money transfers. To promote their international Visa debit card in Brazil, Wise recently launched a national campaign involving local influencers and brand ambassadors. Good media coverage and high levels of engagement show that this approach to localization is already successful.
Related: How Can Startups Develop Influencers?
Developing a local network
Just as using local influencers and advocates is key to establishing your brand, building a strong local network is equally important. A strong network can open doors to future partnerships, provide valuable information and provide valuable resources to navigate the cultural and regulatory landscape of a new market.
When we expanded to Estonia, we saw firsthand the power of a local network. With Estonia’s e-Residency program, we were able to quickly and efficiently set up our company and operate globally from a digital hub. But the benefits didn’t end there. This program introduced us to key stakeholders, consolidated contact with local media and provided a platform for us to share our stories. This network facilitated our entry into the market and laid the foundation for continued growth.
By actively cultivating relationships with local business leaders and government agencies, your brand can gain the support and credibility needed to succeed in new markets. Networking with local trade associations, industry groups and other community organizations can also help you stay informed about markets and opportunities, making your PR strategy even more effective.
Monitoring and measuring success
Finally, continuous monitoring and evaluation is essential to measure the effectiveness of your PR strategies. Establish KPIs to track progress against your goals and measure ROI. Use tools like Google Analytics, social media monitoring and sentiment analysis to track engagement, brand awareness and media coverage.
As discussed, entering new markets effectively requires a well-researched and strategically designed PR approach that adapts to local consumer needs and cultural diversity. By using the information shared in this article, you will be well equipped to navigate international environments, build brand awareness, trust and loyalty in new regions and promote sustainable growth of your brand.
