Steps for Global Success in International Marketing

I could say we are all familiar with the 'global' concept localization of a global campaign but this should be so much more than simply changing the language of an advertisement or press release. Before any sales drive and promotional activity can start, some basic questions need to be answered. At a fundamental level, what fit is there between the products you want to sell and those items the market will buy? Development of a product/sector/country matrix that recognizes the differing stages of development in each territory will ensure that effort is focused on those products, sectors and niches that will generate the best returns....

I feel when developing your communications strategy, it is essential to research and understand local communications channels. Does any trade press exist in your key trade sector? What works best, above or below-the-line, or both? What exhibitions might be useful? How important are personal relationships? What are the key trends affecting the product or service you want to promote in each territory? The answers to these questions will drive every element of the campaign, from creative concepts to marketing methods used. It is therefore vital to ensure that your co-ordinating agency is flexible and media neutral – an approach that will allow it to adapt its communications model to each market without undue weighting to any one particular marketing technique.