Our CEO/CMO, Amy Lofgreen, was asked this question on optimizing your marketing spending across borders. Here is her response:
Partner with Regional Experts
At Lofgreen Marketing, we have found that partnering with national or regional experts at the outset of a campaign is crucial for both effective management and optimization of a multinational marketing budget. By involving these experts before planning any photo or video shoots, we gain valuable insights into the local culture and preferences, which helps us avoid potential cultural issues and ensure our message resonates.
We believe that, fundamentally, people are more alike than different, and our core messages should tap into universal human experiences. For example, the love moms have for their kids is a powerful, relatable theme across cultures. However, to make sure our images and visuals connect with local audiences, we must be culturally sensitive. This often means using multiple model sets to reflect diverse communities accurately.
Once we have our visuals, we hand-pick images that best reflect the specific community where the campaign will run. We then review the core message with our national and regional experts to make any necessary adjustments. This collaborative and culturally nuanced approach not only helps manage and optimize the budget but also often leads to international campaigns outperforming those in the U.S. By tailoring our strategies to local sensibilities while maintaining a universal message, we ensure our campaigns are both effective and efficient on a global scale.
To read the rest of the article and what other experts had to say on the topic, click here.
