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Expanding into latest international markets is an exciting but daunting challenge. With over two many years in PR, I have navigated the complexities of diverse cultural landscapes and have seen first-hand how a PR strategy that works in the UK may fail to resonate in, for example, the US, Asia or Brazil. The key to a successful international PR campaign is understanding and adapting to the unique characteristics of each market.
So how do you ensure your PR strategy is optimized for international markets? In this text, we’ll look at how to elevate your PR to meet the demands of an international audience. Drawing on inspiring examples from leading brands and our own successful expansions into different markets, we’ll provide you with insights that can allow you to scale your small business effectively.
Understanding the latest market
Before entering a latest market, it’s crucial to conduct comprehensive research. This involves delving into the culture of the region, consumer behavior, current market trends, and the competitive landscape. For example, conducting targeted surveys can shed light on customer sentiment toward your competitors and discover key pain points your audience faces. This knowledge allows you to tailor your PR campaigns to those specific needs.
It is equally vital to understand the local culture. The best example is Uber’s Adaptation to the Indian Market offering money payments and auto-rickshaw options. This local approach has brought significant media attention and found resonance with the Indian audience, highlighting the importance of cultural adaptation in PR strategies.
Localized content and messaging
A one-size-fits-all approach to PR and communications rarely works when entering latest markets. The success of your PR efforts depends on your ability to adapt your content and messaging to the local context. Here’s how you possibly can make sure your PR campaigns resonate with latest audiences:
- Customize your content: Use market research insights to tailor your messaging. This involves adapting your brand’s tone, style, and content to adapt to cultural and linguistic preferences local audience. For example, in Germany, where directness is valued, a direct approach could also be simpler; whereas in Japan, a more subtle and respectful tone could also be preferred.
- Hire Local PR Experts:Working with local PR firms may be helpful. They have a deep understanding of cultural nuances and can assist craft messages that are each culturally sensitive and engaging. They also offer insight into local media landscapes and consumer behavior, which can assist inform PR strategy.
- Consider cultural significance:Recognize and respect local holidaysmilestones and cultural events. Tailoring your PR campaign to these vital moments can increase audience engagement. For example, incorporating local stories and references into your campaign shows your brand’s commitment to understanding and appreciating local traditions.
- Be sensitive to local norms: Make sure your campaigns don’t inadvertently offend or alienate local audiences. Be aware of cultural sensitivities and avoid using stereotypes or images that might be considered inappropriate.
A superb example of localized content in different regions is the Snickers “You’re Not You When You’re Hungry” campaign, which ran for over six years in 58 markets. While the message remained the same around the world, its presentation has been adapted to different marketsFor example, viewers in the US saw the famous Betty White Superbowl ad in 2010, while in the UK the campaign was launched via Twitter (now X). National newspapers picked up the story, and the campaign, consisting of just 25 tweets, reached over 26 million people.
Building relationships with local media
Fostering positive relationships with local journalists and media professionals is key to gaining favorable coverage. If you are unfamiliar with local media in your latest area, a quick online search can allow you to discover key newspapers, TV stations, radio channels and news outlets.
Spotify’s launch in India in 2019 is a perfect example. engaging local media with appropriate campaigns and participation in social media trendsSpotify has gained significant media exposure and built a strong following, achieving over 100 million streams among over 55 million energetic users in India by December 2023.
Face-to-face interactions, equivalent to conferences and product launches, can even significantly improve media relations. Research shows that 61% of individuals imagine that direct involvement the handiest marketing channel.
My team has seen how useful these interactions may be by attending major conferences equivalent to Latitude59 in Estonia and Money20/20 in Amsterdam and Thailand. These events provide invaluable opportunities to meet with media representatives through co-located events, partnerships with the organizers, and pre-booked meetings. By building relationships in these venues, we were able to collaborate on articles and send out invitations to our media eventswhich further strengthens our presence in these markets.
Using Sponsored Content
Content sponsorship is one other effective strategy for penetrating latest markets. By sponsoring sports teams, events, TV shows, or online content, you possibly can increase your brand’s visibility and control the narrative presented to your audience. Sponsored content allows you to maintain creative control while providing quick exposure in key media.
For example, our own experience with sponsored article in IBTimes significantly increased our visibility as we expanded into the Asian market. The article highlighted our strategic move to incorporate a wholly owned subsidiary in Hong Kong, effectively targeting a specific audience interested in market expansion and financial operations. It demonstrates how a timely paid article may be simpler than waiting for latest media coverage, especially when immediate visibility is key.
By combining paid and organic PR activities, you possibly can maximize your brand’s impact in latest markets and communicate your message more effectively.
Leveraging influencers and local supporters
Influencers play a key role in expanding your brand’s reach into latest markets. Their trust among followers can significantly increase the credibility of your product. To leverage this, discover influencers who align with your brand values and offer them exclusive access to your products. This strategy helps build trust and effectively engages latest customers.
While global celebrities can boost a brand’s visibility, working with local influencers and advocates who truly connect with your audience can have a greater impact. For example, “Nothing beats a Londoner“the campaign effectively used local athletes to connect with young Londoners, resulting in a significant increase in searches for Nike products.
Another great example is the fintech company Wise, originally founded in Estonia, which specializes in international money transfers. To promote its international Visa debit card in Brazil, Wise recently launched National campaign with the participation of local influencers and brand ambassadors. Positive media coverage and high level of commitment indicate that this localized approach is already proving effective.
Developing a local network
Just as leveraging local influencers and advocates is key to establishing a brand, developing a solid local network is just as vital. A powerful network can open doors to future partnerships, provide useful insights, and offer resources that are key to navigating the cultural and regulatory landscapes of a latest market.
When we expanded to Estonia, we experienced the power of a local network first-hand. Through e-Residency Program in Estoniawe were able to quickly and efficiently establish our company and operate globally from a digital hub. But the advantages didn’t stop there. The program introduced us to key stakeholders, connected us to local media, and even gave us a platform to share our news. This network helped us ease our way into the market and laid the foundation for sustainable growth.
By actively cultivating relationships with local business leaders and government agencies, your brand can gain the support and credibility needed to expand into latest markets. Partnering with local chambers of commerce, industry groups, and other community organizations can even allow you to stay informed about market trends and opportunities, making your PR strategy even simpler.
Monitoring and measuring success
Last but not least, the ongoing monitoring and evaluation are essential to assessing the effectiveness of your PR strategy. Set KPIs to track progress against goals and measure ROI. Use tools like Google Analytics, social media monitoring, and sentiment evaluation to track engagement, brand awareness, and media reach.
As mentioned, successfully entering latest markets requires a well-researched and strategically tailored PR approach that adapts to local consumer needs and cultural nuances. By applying the insights shared in this text, you can be well-equipped to effectively navigate international landscapes, build brand awareness, trust, and credibility in latest geographies, and drive sustainable growth for your brand.