Storytelling is a powerful backbone to any content and brand building strategy; whether for establishing authenticity, consistency, or a stronger foothold in a crowded market. But transferring a successful campaign from one market to another is where things could get complicated. A one-size-fits-all brand story won’t necessarily engage local consumers, and any disconnect between global teams certainly won’t help. So how do you sustain your campaign’s momentum elsewhere in the world?
Jim MacLeod (Director, Creative and Digital Marketing at Extreme Networks) spoke about his experiences executing a global marketing strategy during the panel session at Lionbridge’s 2017 Global Marketing Symposium. A common complexity he raised—along with managing local micro-sites in countries lacking local resources—was how to leverage in-market success on a global scale. For example, to encourage in-market teams to adopt their content, corporate-based marketers have to figure out how to put a spin on the content’s message to fit those particular regions.
In our latest #CMOChat series video below, MacLeod joined Clint Poole, Chief Marketing Officer at Lionbridge, to talk briefly about how he has approached content relevance for his own in-market teams. If applying his recommendations to your own strategy, here are a few best practices to consider:
- Position your brand behind a universal mission: While culturally specific messages will convey different meanings to different audiences, there are others that address fundamental consumer needs regardless of culture or primary language. Try grounding your storytelling in a universal human truth ready for local execution.
- Realign your marketing resources: Brand consistency stems from strong internal relationships, so, for executing a global marketing strategy, in-market teams should feel free to communicate their needs and ideas while corporate should be open to them. Get everyone on the same page by ensuring a working partnership between globally-focused and regional marketers.
- Adopt global marketing systems and processes: Local teams may operate in different languages, but make marketing a language your entire company speaks as one. This means calibrating your brand’s core marketing activities across all regions, including technologies, KPI measurement, and employee training programs.
- Streamline your asset management: In-country teams should always have access to a healthy amount of global-ready content. Managing and distributing content and media assets centrally will help keep localized content on-brand.
Without further ado, here’s what MacLeod had to say about executing his global marketing strategy and getting all resources on board with international messaging.