As they prepared their marketing efforts for their next film, PAN, Warner Bros decided to incorporate flexibility into their media planning and turned to marketing analytics gathered from big data to discover new perspectives on consumer trends. By analyzing behaviors, engagement patterns and audience segments, the company changed its media plan to focus on the individual level, updating its strategies to identify the right channels and messages to meet advertising efforts. The result was a 26% increase in ROI that influenced media planning for additional campaigns. Typically, a global marketing strategy requires a company to conduct new market research and identify countries where the company's product could be successful, and then locate the brand to reflect the needs of those communities.
However, localization is not always necessary. Instead, some brands adopt a global standardization strategy. The key is to know when a global standardization strategy will be effective. Because it's based on universal appeal despite cultural or location differences, you'll need to research whether customers use or think about your products differently depending on their market.
If there is no difference between use and understanding from one country to another, a global standardization approach is practical. So, if you're looking for inspiration on how to design a successful international marketing strategy and expand your business reach, check out these examples of the world's most successful companies. Austrian company Red Bull does a great job with global marketing, which many Americans assume is a local brand. One of their most successful tactics is to organize extreme sports events around the world.
From the Red Bull Grand Prix in Indianapolis to the Red Bull Air Race in the UK and the Red Bull Soapbox Race in Jordan, the brand's powerful event marketing strategy takes them here, there and everywhere. In addition to events, Red Bull packaging also plays a role in its global appeal. For smaller brands, reaching Red Bull's level of international recognition may seem unattainable, but you can mimic the brand's strategy by offering a remarkable product that you'll be best known for and keeping the packaging the same no matter where you distribute it.
Airbnbhas grown to more than 150,000 listings in more than 34,000 cities around the world. Does it contribute greatly to the company's explosive global success? His video campaign titled “Made Possible by Hosts”.
Some companies may not be trying to attract global markets directly, but if their customers are, they better know how. Rezdy is an Australia-based booking software designed to make online bookings easy for both tourists and agents. Although Rezdy's clients are based in Australia, the company needs to serve its clients' international visitors. On its homepage, it says it works for operators and agents in more than 100 countries.
The World Wildlife Fund takes the literal approach to global marketing by having hundreds of offices around the world, each with highly localized objectives for each region. It goes global every year with its Earth Hour initiative, a voluntary global event in which participants turn off the lights for an hour to demonstrate how easy it can be to fight climate change. He specially promoted his Earth Hour event in Norway. Scandinavian countries, such as Norway, experience extreme daylight hours in different seasons, making the country a prime candidate for the Earth Hour campaign.
With the digital agency Mobiento, the non-profit organization placed the Earth Hour banner on major media sites in Norway to promote with a single tap on the banner that made the screen go black and slowly revealed the Earth Hour countdown. The banner attracted approximately 1,000,000 impressions and the campaign received three MMA Global Mobile Marketing Awards.
Innocent Drinksis the UK's leading smoothie company. In fact, Innocent products are now available in 15 countries in Europe. Try to appeal to a universal human feeling as well.
If you work in marketing in a hospital, you can appeal to grief and hope in a 1-minute video about a hospital visit; sentiments that transcend countries and languages which automatically helps you reach a global audience.
Spotifyis considered one of the best global companies in the world according to Interbrand. We've all heard of Spotify (no pun intended), but how did it suddenly and so quickly expand from Sweden to other countries? By changing the way they describe their content Spotify gets users to listen to music that goes beyond their favorite genres and instead satisfies habits and lifestyles that people share around the world; this allows international artists to access listeners from other countries simply because their product is classified in a different way. If you have global aspirations for your business you need to figure out what customers in different communities have in common and how to localize your product for these different markets; your first step? Get inspired by one of these businesses above; start small and then grow as your business grows.
Amazon originally started as an online retailer of physical books when it began operations in July 1995; it promoted itself as “The Greatest Bookstore on The Planet” and focused on competing with major in-store book retailers such as Barnes & Noble and Waldenbooks; this approach was moderately successful with Amazon holding more than 2.5 million different book titles when it went public in 1997; there was little indication that it would eventually dominate e-commerce and cloud computing as it does today. This paradigm shift has forced brands to adapt their marketing efforts or let them fade into oblivion; this change began last year after George Floyd's assassination sparked protests over racial injustice and a nationwide reckoning for symbols of The Old South and their meaning; companies had no choice but adapt their strategies or risk being left behind.