Product, price, place, promotion – these are the classic 4 Ps of marketing. They denote the instruments of the marketing mix, or more precisely the actual product, pricing, sales channels as well as communication and advertising. However, it is important to point out that simply making arbitrary adjustments to these aspects does not constitute a good marketing strategy. And what is even meant by “good marketing”? Moreover, does a German audience understand this phrase the same way that people, for example, in France or Japan would?
Large companies employ an entire army of marketing experts. The standard approach entails establishing in advance whether the product will be presented consistently throughout the entire world, or if regional adaptions are to be made. In contrast, small and medium-sized companies do not have the same amount of vast resources at their disposal. Fortunately, making minor adjustments in the right area is sometimes all that it takes – either by the company itself or with the help of a marketing agency, in an attempt to extend the purview and further intensify the perception of the product portfolio.
Recognizing differences
It is undoubtedly the language spoken in the respective target country or region that represents a fundamental success factor for international marketing campaigns. For example, although Spanish is spoken in both Mexico and Argentina, there are grave linguistic differences. Moreover, the language also has to be stylistically appealing to the target audience. Are you trying to address adolescents who are interested in the latest smartphone, or entrepreneurs who wish to equip a new factory with solar panels? The same applies to aspects such as pictures or colors, the perception of which is influenced by the culture of the specific target country or even the target group. One such example is the color white: in Germany, this color represents freshness and purity; however, in large parts of Asia it is regarded as a traditional mourning color. These are precisely the type of aspects that an international marketing campaign should consider.
German medium-sized businesses are usually cognizant of cultural differences and regard language as the most important aspect that must be factored in; therefore, translations are frequently managed by global or regional headquarters. Employees in the target markets possessing local expertise sometimes make additional modifications, such as to the product focus or even pictures in the corporate brochure or to the layout to ensure that the product data sheet corresponds with that particular market.
How can you measure a culture?
Tapping into the full potential offered by cultural adaptations remains challenging, since the impact thereof on product revenue cannot be measured by concrete figures and thus may result in the provision of insufficient budget or personnel resources. Culture as a “soft” factor cannot even be captured in terms of numbers. So, how is it possible to identify the overall success of marketing activities?
One helpful factor in this regard are key figures and results from various areas. The degree of internationalization is, for example, highlighted by the number of markets in which the company is represented, or the amount of foreign customers that it serves. Most companies are able to quickly provide such statistics. There are psychological factors such as how well known the company or the product is on the target market, the overall acceptance and customers’ purchase intent.
Measuring these factors is usually an extremely elaborate process and it is difficult to conduct cross-border comparisons with the results, thus resulting in estimates that are primarily subjective. Therefore, economic key figures enjoy a higher profile: return on investment, market share, gross margin and price per contact are just some of the indicators that offer detailed information about a product’s overall success. While such figures are usually compiled by sales, experts from marketing also frequently provide assistance, which highlights the importance of a healthy cooperation between the departments.
Using a new language to tap into a new market
One thing is certain – assessing the cultural impact of specific marketing measures poses a challenge, as numerous additional factors also play a role. However, the impact of a language can be measured, after all, as it usually also represents a new market. In addition, other aspects can be factored in, which are able to provide information about the before-and-after perspective or details about the impact of concrete measures on marketing within the scope of a cross-country comparison. Moreover, these analyses can help steer the marketing strategy for a specific region in a more targeted direction, thus contributing to the success of the company.
The vital role of employees
The previously mentioned key figures are not the only factors that should be addressed. As part of extensive efforts to further develop and enhance the classic 4P model, an additional “P” has been added and stands for “people”. Particularly when it comes to service-providing fields, it is the people that are actively shaping companies and are therefore becoming an increasingly significant factor.
For example, at Leinhäuser this includes not just account managers, but also the company’s network of service partners located throughout the world. Their combined knowledge represents a vast pool of in-depth cultural understanding, which serves a valuable resource that they, in turn, pass on to their customers. In addition, they are happy to provide additional information, by answering specific cultural or linguistic questions, plus are able to identify potentially problematic aspects early on in the process and even provide alternatives.
So, what ensures the success of a marketing campaign?
A marketing measure for a Japanese market should highlight other elements than, for example, a campaign in France. Impressive adjustments can be made especially when it comes to what is referred to as “promotion,” which includes communication and advertising – from the correct language, through suitable picture and color materials to identifying an appealing style. All of this is aimed at ensuring that the campaign strikes the right chord with the target audience, both linguistically and visually.
Thus, an effective international marketing strategy is characterized by making the right adjustments to the right areas. This requires applying expert knowledge, while ensuring consistency, particularly on the international level. This will enable you to increase your product’s brand recognition and therefore achieve international success. After all, each country has its own set of 4Ps – and finding the right combination thereof is the key to a successful marketing strategy.