How to reduce the risk of failure of international advertising campaigns

International advertising is tricky. You have to navigate fundamentally different market segments, languages ​​and cultural nuances. Even giant companies like Dolce & Gabbana sometimes fail to take these issues into consideration. If you are looking to expand your market to include international customers or customers, several factors should be considered, including how well your product is received, how well your marketing language translates, and how cultural differences impact benefits. which you need to focus on.

So how can you reduce your risk of failure in international ad campaigns? Here are six steps to increase the success of your next global marketing campaign.

Search, search, search

Doing research isn’t new in marketing, but when it comes to creating international campaigns, it’s essential to take the time to thoroughly research cultural norms, values, privacy issues, and even regulatory issues that may be different from those in your area. region.

Consider surveying local audiences or working with a local team to better understand who your audience is and what’s important to them.

For example, when the toothpaste company Pepsodent tried to market its toothpaste in Southeast Asia, it focused on the ability of its products to whiten teeth. The problem? Locals chew nuts to darken their teeth, so the whitening benefits have fallen flat.

Make sure the benefits you’re focusing on are things your international audience cares about.

Hire a local consultant

The English language includes dozens of idioms that don’t make sense when translated. Origin stories and childhood stories vary by region. A local consultant who understands the nuances of local language and culture can ensure your ad campaign is well received.

Colgate learned this the hard way by launching a toothpaste in France called “Cue”. What they didn’t know was that Cue is also the name of a French pornographic magazine.

Look for international marketing consultants who understand your brand, the local market, and the popular culture of the region.

Partner with local brands or businesses

Local distributors, brands or affiliates who already know your audience can be an invaluable resource when advertising to international consumers. They may be able to help you navigate local regulations and ensure your campaigns reach consumers in your new market.

Partnering with local distributors, in particular, can give your brand a sense of authenticity with local consumers who might view foreign brands with some level of suspicion.

Create different ads for different markets

Ad campaigns don’t tend to move to other markets as well. With varying demographics, different brand perceptions, and unique social values, success hinges on treating each geographic location as its own market.

You wouldn’t use the same ad to target both Gen Z and Baby Boomers, would you? So you can’t expect the same campaign that works in the US to be effective in South America.

Automaker Ford discovered this when marketing its Pinto car in Brazil. Why? Well, in Brazilian Portuguese Pinto means “small male genitalia”. Not the look they were looking for.

Creating unique ads aimed at a local audience increases your chances of success.

Create a long-term advertising plan

Successful advertising campaigns are not created overnight. The incredible success of a campaign may seem like an overnight success, but in reality, that campaign is often based on years of customer awareness and brand building through content marketing, social media, print media and other advertising methods.

An international advertising campaign simply won’t reach the same heights as local campaigns reaping the benefits of years of advertising. For a more effective campaign, create a long-term plan and be prepared to invest more resources for the same results in international markets.

Reconsider your expectations

Successful international advertising is just one step in developing a successful international marketing campaign. It is also important to ensure that your strategy does not place unrealistic expectations in terms of return on investment.

Entering a new market requires careful attention to your new audience and attention to cultural norms and translations. To reduce the risk of failure, companies need to do thorough research, be willing to listen, and partner with people who understand the local market.

Neil Patel is the co-founder of Neil Patel Digital. He is a New York Times bestselling author and was recognized as one of the Top 100 Entrepreneurs Under 30 by President Obama and one of the Top 100 Entrepreneurs Under 35 by the United Nations.

Marilyn J. Hernandez