Canadian Universities, for example, compete heavily to recruit international students. Expanding into foreign markets can lead to substantial returns, but also brings unique challenges. This holds true for marketing and advertising. The following tips describe some common obstacles and how to avoid them:
Do your research. Not as simple as it sounds. What is The New York Times? Now, what is Argumenty i Fakty? What may sound like a legal plea is in fact Russia’s largest newspaper. The point is that we are often unfamiliar with the media landscape of other countries. Determining what media to use for your international campaign requires careful investigation. Be aware that reliable statistics (i.e. circulation) can sometimes be difficult to come by in countries that lack auditing bureaus. The best solution is to find an unbiased local source.
Don’t get lost in translation. When the Dairy Association endeavored to expand their “Got Milk?” campaign into Mexico, the Spanish translation read “Are you lactating?”. To avoid a similar misstep, it is always wise to double check translations and review final copies before your ad goes to press!
Factor in the hidden costs. Taxes vary country to country, so verify them with the publisher up front. And when dealing in foreign currency, don’t forget to factor the exchange rate and wire transfer fees into your budget.
Be wary of deadlines. Correspondence with publishers slows down significantly when you are working in different time zones. Since it may take a day or more to receive a response, being very specific and clear in all communications is critical. After accounting for the time difference, shorten the material deadline by at least a day. Give yourself this buffer in case any unforeseen problems arise.
Keep these tips in mind when planning your next international
advertising campaign and remember to diversify.
Integrating multiple mediums like print, digital, out-of-home, broadcast,
and social media can really amplify your reach!
At Publicitas we specialize in helping Canadian Advertisers plan and execute international campaigns.
For more info contact Doug St. John at doug.stjohn@publicitas.com or 1-416-363-1388 ext. 229
