In today's episode, Emma and Ruta are joined by Greg Landon, Head of Marketing at Leadoo, to dissect the intricacies of marketing on a global scale. Whether you're a marketer struggling with international campaigns or just curious about the challenges of global expansion, this one's for you. Let’s dive in!
Marketing globally is not for the faint-hearted. As Greg points out, "It's very hard. It's not easy." Large companies sometimes manage it well due to ample resources, allowing for dedicated teams and sophisticated market research. Smaller companies, or SMEs, however, face a steeper hill. Greg explains that even large companies like Pampers have made critical errors, like their infamous misunderstanding with Japanese consumers involving cartoon storks—a classic example of poor localization.
For smaller companies trying to go global, Greg suggests understanding that not everything will translate. He shares the example of KFC's unfortunate "Finger Lickin' Good" slogan, which was mistranslated in China to "Eat Your Fingers." It's a humorous yet cautionary tale that underscores the perils of literal translation without cultural context.
When you’re dealing with different markets, the nuances can be perplexing. As Emma highlights, company culture can vary greatly even within Western nations: "Sometimes it is as complicated as working with people in the Middle East or Southeast Asia." The real challenge is not just in getting the marketing message right, but also in learning how to effectively collaborate with teams across different cultures and time zones. This is why having someone on the ground—or at least someone who understands the local market nuances—is irreplaceable.
Greg emphasizes the importance of research. He recommends starting from a research base: understanding local competitors, market size, and persona attributes in the target country. "Without that, if you just take your current strategy and copy-paste it across borders, you're setting yourself up for a struggle," he warns.
There's a common misconception that you need physical presence in every market to succeed. Greg counters this with the idea of "virtual boots on the ground." Companies can tap into local expertise through freelancers or specialized agencies without having to hire full-time staff in every new territory. But remember: it’s about more than just translation. Understanding the cultural, legal, and competitive environment is paramount.
Sensible strategy isn't just about avoiding mistakes—it's about adopting methods that align with your company's resources and objectives. As Greg put it, "If you haven't got someone that can help with localized messaging or market research, then attempting global expansion is risky business."
Whether you're a startup or an established brand, the conversation between Emma, Ruta, and Greg offers rich insights into the challenges and opportunities of marketing globally. As Greg astutely pointed out, "Our job is to be prepared with a strategy that we plan to execute. If your product isn't fit for the market, not even the best marketing will save you."
So next time you're thinking about expanding into new territories, remember: start small, do your research, and always be ready to adapt.
Thanks for tuning into Blame It On Marketing! Until next time, may your marketing efforts cross borders as seamlessly as your internet connection!