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Expanding into new international markets is both an exciting and daunting challenge. Having worked in the PR industry for over 20 years, I’ve navigated the complexities of diverse cultural environments and seen how a PR strategy that worked in the UK may not work in the US, Asia or Brazil, for example. The key to a successful international PR campaign is understanding and adapting to the unique characteristics of each market.
So how can you optimize your PR strategy for international markets? In this article, we explore how you can enhance your PR strategy to meet the demands of international audiences. With inspiring examples from leading brands and our own successful expansion into different markets, we offer insights to help you scale your business effectively.
Related: 10 Expert Insights for Optimizing (and Most Effective) PR Budgets in 2024
Understanding new markets
Before expanding into a new market, comprehensive research is essential. This includes taking an in-depth look at the local culture, consumer behavior, current market trends, and competitive landscape. For example, conducting targeted research can uncover customer sentiment towards competitors and identify key issues facing your target demographic. This insight allows you to customize PR campaigns to address their specific needs.
Understanding the local culture is equally important. Uber’s Adaptation to the Indian Market Offering cash payment and autorickshaw options, this localized approach has proved highly successful. Media attention It struck a chord with the Indian audience and highlighted the importance of cultural adaptation in PR strategies.
Localized content and messaging
When entering a new market, a one-size-fits-all approach to PR and communications is rarely effective. The success of your PR efforts depends on your ability to adapt your content and messaging to local conditions. Here are some ways to ensure your PR campaigns resonate with new audiences:
- Customize your content: Use insights from market research to customize your messaging, including adapting your brand’s tone, style, and content. Accommodate cultural and linguistic preferences For example, a straightforward approach may be more effective in Germany, where directness is valued, whereas in Japan a more sensitive and respectful tone may be preferred.
- Work with local PR professionals: Working with a local PR firm can be helpful. They have a strong understanding of cultural nuances and can help you craft messaging that is both culturally sensitive and engaging. They can also provide insights into the local media environment and consumer behavior to help guide your PR strategy.
- Embrace cultural significanceRecognize and respect Local HolidaysCustomizing your PR campaigns to reflect important moments, like national anniversaries, milestones, and cultural events, can help increase audience engagement. For example, incorporating local stories and testimonials in your campaign shows your brand is committed to understanding and respecting local traditions.
- Be mindful of local norms: Be careful that your campaign does not inadvertently offend or alienate local audiences. Be aware of cultural sensitivities and avoid using stereotypes or imagery that may be deemed inappropriate.
A great example of localized content across regions is the Snickers campaign “When You’re Hungry, You’re Not You,” which ran for over six years in 58 markets. While the message was the same around the world, the presentation Tailored for different marketsFor example, in 2010, US audiences enjoyed Betty White’s famous Super Bowl ad, while in the UK a campaign was launched using Twitter (now X). National newspapers picked up the story, and the campaign, with just 25 tweets, reached over 26 million people.
Related: Beyond borders: 5 tips for expanding your business
Building relationships with local media
Building good relationships with local journalists and media professionals is important to getting positive coverage. If you’re not familiar with the local media in your new area, a quick online search can help you find major newspapers, TV stations, radio stations, and news sites.
Spotify’s launch in India in 2019 is a case in point. Local media involvement Participate in related campaigns Social Media TrendsSpotify has received significant media coverage, built a strong presence, and by December 2023, achieved over 100 million streams by over 55 million active users in India.
Face-to-face interactions such as conferences and product launches can also significantly strengthen media relations: according to a survey, 61% of people use such interactions to strengthen their relationships with the media. Direct Involvement The most effective marketing channel.
My team experienced how valuable these interactions can be by attending major conferences such as Latitude59 in Estonia and Money20/20 in Amsterdam and Thailand. These events provide invaluable opportunities to meet with media representatives through side events, partnerships with organizers and pre-booked meetings. Building relationships in these environments has led to collaborations on articles and invitations to join our own team. Media Eventsfurther strengthening our presence in these markets.
Related: Why local media is your secret to free PR
Leveraging sponsored content
Sponsoring content is another effective strategy for entering new markets. Sponsoring sports teams, events, television shows, and online content allows you to increase brand awareness and control the story you present to your audience. Sponsored content allows you to maintain creative control while ensuring rapid visibility with major media outlets.
For example, in our own experience, Sponsored Articles The IBTimes article significantly increased our visibility as we expanded into the Asian market. The article highlighted our strategic move to establish a wholly owned subsidiary in Hong Kong, effectively targeting a specific audience interested in market expansion and financial operations. This demonstrates that a timely paid article can be more effective than waiting to build new media relationships, especially when immediate visibility is important.
Combining paid and organic PR can help you maximise your brand’s impact in new markets and get your message across more effectively.
Related: Does PR really help increase sales? Yes, as long as you do it right and are patient.
Leverage influencers and local advocates
Influencers play a key role in expanding your brand’s reach in new markets. Once they establish trust with their followers, it gives your product a lot more credibility. To leverage this, identify influencers who align with your brand’s values and offer them exclusive access to your product. This strategy will help you build trust and effectively attract new customers.
While global celebrities can raise brand awareness, partnering with local influencers and advocates who have a genuine connection with your target audience can have a much bigger impact. For example, Nike’sNothing beats a LondonerThe campaign successfully utilized local athletes to connect with young Londoners and generated a significant increase in searches for Nike products.
Another great example is Wise, a fintech company originally founded in Estonia and specializing in international money transfers. Wise recently launched its international Visa debit card in Brazil. Nationwide Campaign Featuring local influencers and brand ambassadors. Positive media coverage and High engagement levels This localized approach is already proving successful.
Related: How can startups leverage influencers?
Building a local network
Just as leveraging local influencers and advocates is key to establishing your brand, building a strong local network is equally important. A strong network can open the door to future partnerships, provide valuable insights, and provide essential resources for navigating the cultural and regulatory environment of a new market.
When we expanded into Estonia, we experienced first-hand the power of local networks. Estonia’s e-Residency Program“Through this program, we were able to quickly and efficiently set up our company and operate globally from our digital hub. But the benefits didn’t end there. The program also introduced us to key stakeholders, connected us to local media, and provided a platform to share our news. This network eased our market entry and laid the foundation for sustainable growth.
By actively nurturing relationships with local business leaders and government agencies, your brand can gain the support and credibility it needs to succeed in new markets. Partnering with local chambers of commerce, trade associations and other community organizations can help you stay up to date on market trends and opportunities, making your PR strategy even more effective.
Monitoring and measuring success
Lastly, the ongoing Monitoring Analysis and evaluation are essential to measuring the effectiveness of your PR strategy. Establish KPIs to track progress against goals and measure ROI. Leverage tools like Google Analytics, social media monitoring, and sentiment analysis to track engagement, brand awareness, and media coverage.
As we’ve already mentioned, successful entry into a new market requires thorough research and a strategically tailored PR approach that adapts to local consumer needs and cultural nuances. By applying the insights shared in this article, you’ll be well equipped to effectively navigate the international landscape, build brand awareness, trust, and credibility in new territories, and drive sustainable growth for your brand.
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