thirteen Businesses With Brilliant Global Marketing Strategies
Guess what? Global marketing and advertising is no longer reserved for brand names with deep pockets, nor is it a huge hassle for already over-burdened marketing and advertising managers.
In fact , a global existence is possible for any business having a creative strategy and an understanding of world markets.
What exactly is Good Global Marketing?
Worldwide marketing is the act associated with focusing a product on the needs of potential buyers in other countries.
Like most types of marketing, even though, a global marketing strategy comes down to something: audience. Knowing who needs your product, in what type to deliver it to them, and how to do it in a way that strengthens the particular brand are core components of awesome global marketing.
Typically, a global marketing strategy needs a business to do new market research, identify countries where the business’s product might be successful, and then localize the brand to reflect the needs of those neighborhoods. However , localization is not consistently necessary. Some brands adopt a global standardization strategy rather.
In contrast to localization, where there’s a more differentiated marketing method of each market, global standardization provides significant cost benefits as a result of less messaging plus fewer campaigns.
However , the main element is in knowing when a global standardization strategy will be effective. Because it banks on a universal appeal despite cultural or even locational differences, you’ll need to research whether customers use or think about your products in different ways depending on their market. If there’s no difference between the usage and understanding from country to country, a global standardization approach is practical.
Choosing localization or global standardization is one aspect of creating a great global marketing strategy.
To give you an idea of what a great global online marketing strategy looks like, we’ve compiled a listing of brands that totally “get it. ”
From changing their social strategies to translate across multiple languages in order to adjusting their menus in order to appeal to the cravings of a diverse group of people, these manufacturers are taking positive steps towards creating a solid presence around the world.
So , if you’re looking for inspiration on how to craft a successful worldwide marketing strategy and expand your own business’ reach, check out these types of examples from these successful companies.
Worldwide Marketing Strategies
- Red Bull
- Dunkin Donuts
- World Wildlife Foundation
- Pearse Trust
- Blameless Drinks
- Unger and Kowitt
1 . Red Bull
Austrian company Red Bull really does such a great job with worldwide marketing that many Americans presume it’s a local brand. Just how?
One of its most successful techniques is to host extreme sports events all over the world. From the Reddish colored Bull Indianapolis Grand Tarifs to the Red Bull Surroundings Race in the United Kingdom to the Crimson Bull Soapbox Race in Jordan, the brand’s powerful event marketing strategy takes all of them here, there, and just about everywhere.
Aside from events, Reddish colored Bull’s packaging also plays a part in its global charm.
“Red Bull really looks like a product from a global economy. It doesn’t look like a traditional American soft drink — it’s not in the 12-ounce can, it’s not sold in a bottle, and it does not have script lettering like Pepsi or Coke. It appears European. That matters, ” explains Harvard Business College professor Nancy F. Koehn in a 2001 article. Although it’s since diversified its product selection since that will article was published, the truth remains that Red Bull’s consistent packaging has assisted this brand go global.
2 . Airbnb
Airbnb, a community marketplace for people in order to list and book accommodations around the world, was founded in 08 out of San Francisco, California.
Ever since then, Airbnb has grown to 1, five hundred, 000+ listings in thirty four, 000+ cities worldwide. A large contributor to the company’s mind blowing global success? Social media.
Within January 2015, Airbnb released a social media campaign throughout the hashtag #OneLessStranger. The company known the campaign as a “global, social experiment, ” in which Airbnb asked the community to execute random acts of food for strangers, and then have a video or photo with all the person and share it using the hashtag.
Simply three weeks after the release of the campaign, over 3 or more, 000, 000 people worldwide engaged, created content, or even were talking about the marketing campaign.
3. Dunkin Donuts
In case you missed it, National Donut Day was last June. And while we were getting our own hands dirty with a Boston creme (or two) here in the states, Dunkin Donuts China was serving up a fresh batch of dry pork and seaweed donuts.
With over a few, 200 stores in 36 countries outside of the U. S i9000., Dunkin Donuts has advanced its menu to satisfy the particular sweet tooth of its global customers.
From Korea’s Grapefruit Coolata to Lebanon’s Manga Chocolate Donut to Russia’s Dunclairs, it’s clear that Dunkin Donuts isn’t afraid to celebrate cultural differences in an effort to strengthen the international presence.
Similar to Dunkin Donuts, Domino’s has prioritized menu development as a means of increasing worldwide interest and awareness.
“The joy of pizza is that bread, sauce, and cheese works fundamentally everywhere, other than maybe China, where dairy products wasn’t a big part of their own diet until lately, ” explains Domino’s CEO L. Patrick Doyle.
“And it is easy to just change toppings market to market. In Asian countries, it’s seafood and seafood. It’s curry in India. But half the toppings are standard offerings all over the world. ”
By making a conscious effort to gain a much better understanding of the preferences from the markets it’s trying to break into, Domino’s can deliver pies diverse enough to gain worldwide attention.
Some companies may not be trying to get global markets directly, but if their clients are, they will better know how. Rezdy is an Australian-based reservation software made to make online booking softer for tourists and real estate agents alike.
Though Rezdy’s clients are Australian-based, the company needs to cater to its clients’ global visitors. Click on the screenshot to look at this fun video on Rezdy’s homepage:
The first feature the video spotlights is “Internationalisation. ” The video walks us through how easy the support is for users, but is sure to emphasize the language and currency customization tool upfront. Even if your company is marketing to regional companies, consider their particular global customers as if they were your own.
6. World Animals Foundation
WWF took its Earth Hour initiative — a voluntary worldwide occasion where participants turn off their own lights for an hour to show how easy it can be to battle climate change — plus brought it to Norway’s mobile audience.
Scandinavian nations like Norway experience extreme daylight hours in different seasons, producing the country a prime applicant for WWF’s Blackout strategy. Using digital agency Mobiento, the nonprofit placed the Blackout Banner across Norway’s top media sites to advertise Earth Hour. With a single tap of the banner, the screen went black. Little finger swiping the black display slowly revealed the Earth Hour countdown. The banner captivated roughly 1, 000, 000 impressions and the campaign received three MMA Global Mobile Marketing Awards back in this year.
Have a cool concept? Don’t be afraid to try this out on one international marketplace — just make sure it’s the appropriate audience. (Also, don’t be afraid of the dark. )
seven. Pearse Trust
With workplaces in Dublin, London, Vancouver, Atlanta, and Wellington, Pearse Trust has grown to be an international authority on corporate and trust structures. But it requires more than offices all over the map to reach an international audience.
Essential Pearse Trust keeps content flowing on its Fb page that engages the various markets. In this screenshot below, you can see Pearse Trust posts lots of content showcasing international affairs relating to you can actually practice.
It also levels out exterior articles with Pearse Trust content, featuring news through places like Germany, Ireland (where it has a Dublin office), and the U. Nited kingdom. (where it has a Greater london office). This is a great example of focusing on common interests distributed among your company’s different markets while also making the content relatable to customers by region.
Nike has been able to evolve its global presence through the careful selection of international sponsorships such as its previous long-standing relationship with Manchester United.
Although sponsorship spending could be fairly unpredictable — need costs tend to surge due to triggers like championships plus tournaments — these relationships have certainly helped the particular brand capture the attention of the global audience.
Nike’s NikeID co-creation platform serves as another strategy that the company is using to appeal to international marketplaces.
By putting the strength of design into the hands of the consumer, Nike has the capacity to deliver customized products that align with different cultural choices and styles.
Everybody knows McDonald’s is a successful global brand, so unlike the menu, I’ll keep it light.
While keeping its overarching branding consistent, McDonald’s practices “glocal” marketing efforts. Simply no, that’s not a typo. McDonald’s brings a local flavor, actually, to different countries with region-specific menu items. In the year 2003, McDonald’s introduced the McArabia, a flatbread sandwich, to its restaurants in the Middle East.
McDonald’s has also introduced macaroons to its French menu:
And additional McSpaghetti to its menu in the Philippines:
This “glocal” method has helped put McDonald’s at #9 on Interbrand’s Best Global Brands 2014.
10. Innocent Drinks
Innocent Drinks is the leading smoothie company in the U. K., but that’s not the only place you’ll find its products. In fact , Innocent products are now accessible in 15 countries across European countries.
And despite its widespread reach, the company’s “chatty branding” remains consistent across the panel. For instance, the website is very uptempo, with contact information that reads “call the banana phone” or “visit the fruit towers. ”
While global enlargement and rapid growth can sometimes distract a company from constant branding, Innocent Drinks offers managed to remain true to by itself. By ensuring that the brand’s voice is interpreted the same way around the world, Innocent has the capacity to create a more recognizable brand.
11. Unger and Kowitt
The phrase “glocal” can be defined as “Think Globally, Act Locally. ” But what happens when you switch the two around.
Whoa, fasten your seat belts — literally. Unger and Kowitt is a traffic ticket law firm based in Fort Lauderdale protecting drivers in the state associated with Florida. Not very global, right? Well, Unger and Kowitt understands that America is a melting pot and that Florida is usually bursting at the seams with various cultures and languages.
Though a domestic service, the business website is available in English, Spanish, Portuguese, and Creole. With these options, Unger and Kowitt can cater to Florida’s almost 3. 5 million Floridians who speak Spanish, Colonial, or Creole. Don’t lose out on expanding your client base — sometimes you don’t have to look much to attract international company.
Coca-Cola is a superb example of a brand using global marketing efforts. Though a sizable corporation, Coca-Cola focuses on small community programs and invests a lot of time and money in modest charity efforts.
For example , in Egypt, Coca-Cola has built 650 clean water installations in the rural village of Beni Suef and sponsors Ramadan meals for children across the Middle East. In India, the brand sponsors the particular Support My School effort to improve facilities at local schools. Not to mention, the brand name sticks with selling an emotion that can’t fail to find a way out in translation: happiness. At this point, tell me this doesn’t look like fun:
As of 2018, Spotify was newly considered one of the best worldwide companies in the world, according to Interbrand. We’ve all heard of Spotify (no pun intended), but how did it instantly, and so quickly, expand through Sweden into other countries?
Spotify’s business model is focused on helping you find something new.
It’s one thing to select a genre of music to hear — it’s another thing to choose a “mood” to listen to. The particular screenshot above is section of Spotify’s “Browse” page, where you can listen not just to “country” and “hip-hop, ” but additionally music that caters to your own “workout” or “sleep” choices.
By changing how they explain their content, Spotify will get users to listen to music that goes beyond their favorite genres, and instead satisfies behaviors and lifestyles that people share all over the world. This allows international artists to access listeners from other countries simply because their product is being grouped a different way.
Spotify now provides offices in 17 nations around the world.
If you have global dreams for your business, you need to discover what customers in different communities have in common — and how to localize your product for these different markets. Your first step? Take inspiration from one of the businesses over.
Editor’s note: This post was originally published in January 2019 and has already been updated for comprehensiveness.
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