As a Marketing Manager with responsibility for both US marketing and marketing to other parts of the world, any article focusing on launching campaigns in different territories catches my eye.
Many small companies aren’t equipped with marketing people all over the world to tailor and launch territory-specific campaigns. Typically, we’re left with trying to figure out how to turn a US-based marketing campaign into a global effort.
This article by Carat Fusion’s Mike Yapp talks about giving your campaigns a global appeal. This section is what prompted me to write about it:
“I once spoke to a group of marketing students from U.C. Berkeley. I asked them to paint a picture of an individual from the following information:
His father is a lawyer and Rotarian. His mom is a teacher and president of the PTA. He’s Protestant. His family has lived in Springfield for three generations, and he graduated fifth in his high school class.
Naturally all I got back were blank stares.
Then I asked the same question with the following information:
He wears Volcom jeans, a Quicksilver t-shirt, a Hurley cap and DC sneakers. He drives a tuner and listens to The Killers.
Bingo! Faces lit up.”
That story got me thinking – how many times do we describe our product or service in a way that entices us but not our audience? They may be interested in what we have to offer but we didn’t engage them with our description. This can easily happen when we try to stretch a campaign globally. The article talks about many good examples and is worth a read.
Does anyone else have thoughts or comments about global campaigns and global messaging?