5 Important Tips for Expanding Your Brand Globally

With the power and reach of the internet continuing to grow, it’s difficult to consider any one brand as domestic anymore.  It’s very easy for a consumer to stumble up0n a brand from a foreign country while browsing on the internet.  Therefore it has now become almost required that marketers make adjustments and take their brands internationally.

According to an article by Michelle Markelz of the AMA, here are five tips marketers should remember when trying to take their product/service globally:

“1. Evaluate Your Offerings and Existing International Reach

  • Consider your product differentiation and competitive advantages. What are international customers already buying or choosing? Build on your successes.”

” 2. Select Your Target Markets Wisely
  • Consider your budget first; this will always be a limiting factor. Narrow down the five to seven key countries and/or cities you want to target. If you have data on where your customers or leads are already coming from, pay attention to patterns in those numbers to help focus your efforts.”

” 3. Regionalize and Localize Your Message
  • Identify existing messages and advertising within your target markets and review it for quality translation, cultural sensitivity, and relevance. Remember, idioms rarely translate clearly, and make sure any acronyms or English-exclusive words are not misunderstood.”

 “4. Utilize Digital Marketing to Widen Your Reach
  • Use online global geo-targeting and ad boosts. Target leads who are similar to your existing customers. On the international level, Facebook is still the best application to do this, says Navitas. Using the lookalike feature, you can target prospects who are similar to your current customers.”

 “5. Engage Brand Advocates
  • Connect positive experiences of current customers with prospective customers.

  • Gather testimonials. Your already-satisfied customers in international markets are your best marketers. Leverage them as influencers.”

By following these five guidelines, marketers will already put themselves in a more advantageous position.  Additionally, they can save a lot of money that could have been spent on pointless or unsuccessful campaigns in other countries.  Expanding globally is a very difficult task, but if you take the time to really evaluate your market and find those that will truly enjoy your product/service then success will follow.


How Not to Launch a New Product

As part of my graduate experience, I’ve been challenged with coming up with new innovative product ideas, and the marketing plans that will help them to succeed.  However, my peers and I have never had to do a real product launch and for that reason I wanted to provide the perspective of a real life professional.

In the article by Geoff Cunningham Jr, he talks about how differentiation is the key to launching a really successful product.  The typical marketing factors (distribution, manufacturing, etc.) are also important but if you’re going to separate yourself from the competition and attract a following you must differentiate. To do so, he says marketers must ignore these three mindsets:

-“We are leaving out (fill in the blank) important audience.”

“What if we alienate or anger this or that brand/person with our new brand?”

“Our product is better than XYZ product and we need to tell them all the reasons why.”


Source: Hubspot

The importance of differentiation for marketers lies within the word itself, “different.” It’s necessary for marketers to do away with the thought process that Cunningham speaks of in his article because it will allow them to stand out and get the attention of their audience.  For more on this article, click the author’s name above or for another perspective from Hubspot, click the above picture.