A marketing campaign is an excellent way to promote your business. It can even be a bigger boost if you run it in multiple markets at the same time. Here is a brief guide to running a great marketing campaign in multiple markets:
- Start at the beginning – If you start with the end in mind, you’ll have a much easier time creating a program that will translate well through multiple markets. Once you have decided that you want to operate in multiple markets, it’s time to…
- Decide what markets to promote your business in – This might be based on the markets that you’re already in or it can be based on the markets that you’re planning to operate in. If, for example, your Google Webmaster Tools tell you that many of your website visitors are coming from Russia, you might want to open the Russian market with a marketing campaign tailored for those customers.
- Bring in the locals – Find a marketing team that includes someone or several someones from each of your target countries. Having people part of the process right from the start will make creating portable marketing much easier.
- Plan for simultaneous launches – Make sure that your marketing software and services can handle operating in multiple locations at once. This might mean needing several services or agencies to work for you.
- Globally or locally – Some of your work and marketing can be done globally. There are other portions that will need to be done locally to be done correctly. Find the right partners to handle the local portions of your work.
- Take time to learn the culture – People in different cultures think and make purchasing decisions differently. It’s important that you and your team take the time to learn who these people are. And don’t do it all from marketing reports and big data. Travel there or, at the least, send a team that you trust to travel there and get to know who your new clients are.
- Manage tightly – Think about a global marketing campaign as being similar to a military campaign. You need to plan precisely, manage tightly, and keep close control over the activities.
- Time zones – Remember that the whole world is not on your time clock. They are all operating at different times. Plan to meet with your staff accounting for time. It will also be important to account for time and timing as items are launched.
- Holidays and holy days – Watch for major holidays and holy days in your target culture. Some holy days, like Ramadan or Lent, can affect what people can and will purchase and do.
- Be flexible – Make sure that you are light enough on your feet to change if there are things that you need to do differently. Be ready to move in a different direction at the drop of a hat.
These are only a few of the keys to how to run a marketing campaign for multiple markets.