It is not easy to launch your products to an International market. Even large companies struggle when they run into obstackles such as language barriers and cultural barriers. To penetrate a global market you need to promote in the local language. The advertising material need to adjust to serve the local customers. It is even wiser to hire local employees to do the job. They speak the domestic language and they know the culture. It is hard for an American to adapt in no time to while having a 9 till 5 in a foreign country.
How to launch a business in new and emerging markets?.
It is quite important to know the market you are serving. The commercial goals need to be written down precisely. The business plan should be written in terms of what the marketing goals are?. New trends that is coming up can be seen by businesses by studying the new music, movie or fashion cultures. Adidas made a huge impact amongst the hip hop fans. All the B-Boys dress in these clothing brand. It is just unimaginable to hear that not a single fan bought Adidas sneakers at least once.
How you are going to reach the customers?.
What marketing channels you are going to use?. To reach your audience. You need to create a style guide that shines a true image of your brand personality to the an International market. It is important to keep your brand's image when operating on the International market. If you are going to reach customers through the social media sites then you need to define the targeted audience first. And write compelling marketing material which is helpful for the prospects.
Write marketing material in the local languages.
Do not translate. Learn the local slang when appealing to sub-cultures. You can not promote the Adidas sweatsuit to a kid in The Bronx, N.Y.C who is a hip hop fan with slang that is appealing to a Malibu surfer. This means you need to know the cultures and sub-cultures. Learn the ways of the local cultures. There are also common markets. You can reach party people of all the sub-cultures with creating ad for the television if you are the marketing department of the brands like Bailey's or Heineken.
You can not leave the social media untapped.
Local market penetration is possible when you focus on the market segment to promote your products to. Through social media site like Facebook and Twitter you can get shares for your marketing material. You can set up ad campaigns on sites such a Facebook or LinkedIn when you are promoting products or looking for employees. Depending on geography and demographics you can get relevant pricing for the clicks with pay-per-click. Create compelling messages that is easy to read and remember. Make slogans and create images with suitable colours which is entertaining.
Run a focus group for your business.
This means you can gather small amount of people who never bought your company's product and gather information about their needs and ideas on what need the products should satisfy. You will find out what problem your products should solve and what features should be more advanced to supply the demand in the near future. These discussions can give you insights what slogans the representives of the focus group prefer and and also how they want to be reached. You can talk with these people of the focus group what information you have gathered through the surveys of the marketing research.
Get insights through website and social media analytics.
These analytics will give a good portion of insights where your traffic came from. Which ad generated the most traffic from social sites and which website got what type of traffic. The traffic might be traffic from the US, UK or Germany. This will give you an idea what the quantities traffic it is. This means when successful ad campaigns are seen by your marketing employees. They can rinse and repeat those traffic ads. These analytics will give you an idea of the engaging customers and what webpage they have explored and left without buying and even how long they been on a certain webpage.
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