With decades of experience advising global companies on their multi-market communications strategies we can provide you with some key pointers to consider when launching media campaigns in new geographies
In an increasingly globalized and competitive world, expanding your company’s strategic communications into new markets can be critical to expanding your brand.
However, knowing when to take this important step is crucial to ensuring your success.
As a global PR agency, we have advised many clients in multiple markets.
With some of our clients, we started working in several markets at the same time (16 Latin American markets simultaneously with Canon), while with others, we have expanded into new markets over time (with Gen Digital – which includes the Avast, Norton and other brands – we started out with Brazil and Argentina and later added Colombia and Mexico).
We have extensive experience in advising companies on strategic multi-market communications and over the years have gained important sights that could be useful to businesses that have not yet taken that next step.
You may be interested: Maximizing global impact: the benefits of hiring a global PR agency
Here are a few key thoughts to take into consideration for getting the timing right and for knowing how to replicate and adapt positive experiences seen in other markets into new ones, helped by a team with local knowledge.
But when is the best time? Like everything in life, there is never a “best time,” but there are some factors to consider:
1. Current Market Saturation: If your company has achieved significant share in its existing markets and growth is beginning to stagnate, it may be time to explore new opportunities. Expanding your reach will allow you to diversify and reduce dependence on a single market.
2. Identify Demand: Conducting market research to identify demand for your products or services in other regions is essential. If there are clear indications of interest and need in a new market, it may be a sign that the time to expand has come.
3. Operational and Financial Readiness: Before embarking on expansion, make sure you have the necessary operational and financial resources. Expansion requires significant investments in marketing and communications, infrastructure and human resources.
4. Competition and Opportunities: Analyze the competitive landscape in the new market. If you find an untapped niche or a clear competitive advantage, it may be the perfect time to make a move.
Replicating and Adapting Good Experiences with a Local Team
Once you have decided to expand, it is vital to not only replicate successful strategies from your original market, but also to adapt them to fit the new environment. This is where a global PR agency, with a local team, plays a crucial role.
1. Global Outlook and Local Talent: A local team provides strong insight in each individual market’s culture, preferences and behaviors. This knowledge is invaluable for adapting your marketing and communications strategies and adds even more value when backed by a global team that brings best practices and valuable trend intelligence.
2. Cultural Adaptation: Marketing and communication campaigns that worked in your original market may need to be tweaked to resonate with the new audience. The local team can steer these changes, ensuring that the message is relevant, assertive and effective.
3. Apply best practices: Build on strategies that have proven to be successful in the past, but have the flexibility to adapt them. For example, if a digital campaign has been particularly effective, use it as a base, but adapt messages, graphics and channels to suit the local user.
4. Continuous feedback: Implement a continuous feedback system with your local team to adjust and improve strategies in real time. Constant communication and a willingness to make changes are critical for success in a new market
Expanding your communications to a new market is a significant step that requires careful analysis and meticulous preparation.
Identifying the right timing and having a strong local team to both replicate and adapt your previous experiences can make the difference between success and failure.
As a strategic communications and press agency, with our own local structure in each Latin American country, we are here to help you navigate this process and ensure that your message effectively reaches every corner of the world. Together, we can go further.
Are you ready to expand into a new geography? Let’s talk!
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023).
