Thanks to the internet, global reach isn’t an incredible hassle for already over-burdened marketing managers, nor is it a longer reserved for deep-pocketed brands. In fact, a global presence is possible for any business with an understanding of world markets and a creative strategy
- 1 What is perfect global marketing?
- 2 13 Businesses We Admire for Brilliant International Marketing
What is perfect global marketing?
To give you an idea of what a great global marketing plan looks like, we have compiled a list of brands that totally “get it.”
From adapting their social plans to translate across multiple languages to changing their menus to appeal to the cravings of a diverse group of everyone, these brands are taking certain steps towards creating a solid attendance across the globe.
So if you are looking for inspiration on how to craft an expand your business’ reach successful and international marketing strategy, check out these examples from 13 successful businesses.
13 Businesses We Admire for Brilliant International Marketing
1. Red Bull
Austrian business Red Bull does such a great job with global marketing that many Americans assume it is a local brand. How?
One of its most successful methods is to host extreme sports events all over the global. The Red Bull Indianapolis Grand Prix to the Red Bull Air Race in the UK to the Red Bull Soapbox Race in Jordan, the brand’s great event marketing plan takes them everywhere.
Aside from events, Red Bull is packaging also plays a part in its global application.
“Red Bull really looks like a creation from a global economy. It does not look like a traditional American soft drink – it is not in a 12-ounce can, it is not sold in a bottle, and it does not have script lettering like Coke or Pepsi. It looks like European. That matters,” makes clear Harvard Business School professor Nancy F. Koehn in a 2000 article. Though it is since diversified its product option since that article was distributed, the fact remains that Red Bull’s consistent packaging has made this brand go global.
Airbnb, a community marketplace for people to list & book accommodations around the world, was established in 2008 out of San Francisco, California.
Since then, Airbnb has developed to 1,500,000+ listings in 34,000+ cities worldwide. A large contributor to the business’s explosive global success? This is Social media.
In February 2015, Airbnb launched a social media plan around the hashtag #OneLessStranger. The business referred to the plan as a “global, social experiment,” in which Airbnb request the community to perform random acts of kindness for strangers, and then take a photo or video with the person & share it using the hashtag.
Just two weeks after the launch of the campaign, over 3,000,000 people created content, worldwide engaged, or were talking about the campaign.
3. Dunkin Donuts
In occasion you missed it, National Donut Day was June 3rd. And while we were taking our hands dirty with a Boston cream (or two) here in the states, Dunkin Donuts China was serving up a seaweed donuts and fresh batch of dry pork.
With over 3,000 stores in 32 countries outside of the U.S., Dunkin Donuts has evolved its menu to satisfy the sweet tooth of its global clients.
Korea’s Grapefruit Coolata or Lebanon’s Mango Chocolate Donut or Russia’s Dunclairs, it is clear that Dunkin Donuts is not afraid to celebrate cultural differences in an exertion to strengthen its international presence.
Like Dunkin Donuts, Domino’s has prioritized menu novelty as a means of fresh batch of dry pork and increasing international interest x.
“The joy of pizza is that sauce, bread, and cheese works fundamentally everywhere, except maybe China, where dairy was not a big part of their diet until recently,” explains Domino’s CEO J. Patrick Doyle.
By making a conscious exertion to gain a better understanding of the preferences of the markets it is trying to break into, Domino’s is able to provide pies diverse enough to gain international notice.
Some businesses may not be trying to draw global markets directly, but if their customers are, they better know how. Rezdy is an Australian-based booking software designed to make online booking smoother for tourists & agents alike.
The first element the video spotlights is ‘Internationalization.’ The video walks us through how easy the service is for customers, but is sure to emphasize the currency and language customization tool upfront. Even if your business is marketing to other regional businesses, consider their global clients as if they were your own.
6. World Wildlife Foundation
WWF took its Earth Hour creativity — a voluntary worldwide event where members turn off their lights for an hour to show how easy it should be to battle climate change — and brought it to Norway’s mobile audiences.
Norway experience extreme daylight hours in different seasons, making the country a prime applicant for WWF’s Blackout plan. Using digital organization Mobiento, the charitable placed the Blackout Banner across Norway’s topmost media sites to promote Earth Hour. With one tap of the sign, the screen went black. Finger hitting the black screen slowly revealed the Earth Hour countdown. The sign attracted roughly 1,000,000 impressions and the plan received 3 MMA Global Mobile Marketing Awards back in 2012.
Have a cool idea? Do not be afraid to try it out on one international market — just make sure I i’s the appropriate audience. (Also, do not be afraid of the dark.)
7. Pearse Trust
With offices in London, Dublin, Vancouver, Atlanta and Wellington, Pearse Trust has developed to be an international authority on corporate and believe structures. But it takes more than offices all over the map to achieve an international audience.
That is why Pearse Trust keeps content flowing on its FB page that engages its various markets. In this screenshot below, you see Pearse Trust posts lots of content featuring international matters relating to the company’s practice.
It also levels outside articles with Pearse Trust content, featuring news from places like Ireland (where it has a Dublin office), Germany, and the U.K. (where it has a London office). This is a great instance of focusing on common interests shared among your business’ various markets while also making the content relatable to clients by region.
Nike has been able to develope its global presence through the careful choice of international sponsorships such as its previous long-standing association with Manchester United.
Although support spending can be fairly unpredictable — demand costs tend to surge due to triggers like tournaments and championships — these partnerships have certainly made the brand capture the attention of a global client.
By putting the power of design into the hands of the customer, Nike is able to deliver customized products that line up different styles and cultural preferences.
We know McDonald’s is a successful global brand, so unlike its menu, I will keep it light.
While keeping its overarching branding coherent, McDonald’s practices ‘glocal’ marketing exertions. No, that is not a typo. McDonald’s brings a literally, local flavor, to different countries with region-specific menu items. In 2002, McDonald’s presented the McArabia, a flatbread sandwich, to its restaurants in the Middle East.
10. Innocent Drinks
Innocent Drinks is the leading smoothie company in the United Kingdom., but that is not the only place you will find its products. In fact, Innocent products are now available in 15 countries across Europe.
And despite its widespread reach, the business’s “chatty branding” remains consistent across the board. For example, the website is very bubbly, with contact information that reads “visit the fruit towers” or “call the banana phone”
While rapid growth and global expansion can sometimes distract a business from consistent branding, Innocent Drinks has achieved to remain true to itself. By safeguarding that the brand’s voice is interpreted the same way around the world, Innocent is able to make a more recognizable brand.
11. Unger and Kowitt
The phrase ‘glocal’ can be understand as “Think Globally, Act Locally.” But what happens when you change the two around?
Woah, secure your seat belts — literally. Kowitt and Unger are a traffic ticket law firm based in Fort Lauderdale defending drivers in Florida. Not very global, right? Well, Kowitt and Unger understands that America is a melting pot & that Florida is bursting at the seams with different languages and cultures.
Although a domestic service, the firm’s website is available in Portuguese, English, Spanish, and Creole. With these options, Kowitt and Unger can cater to Florida’s nearly 3.6 million Floridians who speak Portuguese, Spanish, or Creole. Do not miss out on expanding your customer base — sometimes you do not have to look far to attract international business.
Coca-Cola is a good example of a brand using international marketing results. Although a large corporation, Coca-Cola concentrate small community programs and invests a lot of time & money in small-scale charity efforts.
For instance, in Egypt, Coca-Cola has built 660 clean water installations in the rural village of Beni Suef & sponsors Ramadan meals for someone across the Middle East. In India, the brand subsidizes the Support My School initiative to improve abilities at local schools. Not to say, the brand sticks with selling a feeling that can’t get lost in translation: happiness. Tell me this does not look like fun
According to Interbrand, H&M is on track to develop new store openings by 10-16% a year. One of the secrets fueling its global expansion plan?
With an online shop available in 22 markets, including the U.S., H&M is making everything in its power to make an easy-to-navigate, mobile-friendly online shopping.