Our world is a big mix of different cultures, traditions, and people. When you move from one country to another, you discover new rules and customs. But even within a country, different areas can be very different from each other, including neighborhoods with their own unique ways of doing things. So, global marketing is well worth exploring.
Now, think about how hard it is to create a global marketing plan that connects with people in all the different places where your product or service is available. It’s not an easy task, and many brands have faced challenges or failed when trying to expand globally.
The process of making a global brand strategy is quite similar to what companies do in their own country. The big difference is that the campaigns need to be made for people whose lifestyles might be unfamiliar to you.
Let’s talk about some strategies and principles of global marketing and global branding.
What is Global Marketing?
Global marketing means a company is promoting its products or services all around the world. The whole world acts as one big market. So, whether you see an ad in one country or another, the company’s message and how they sell things are mostly the same.
Here are some important things about global marketing:
- The company plans and organizes its marketing efforts from one main place, like its headquarters. It’s not like each country does its own thing.
- The products or services offered by the company are pretty much the same everywhere. Like, if you buy a can of Coca-Cola in different countries, it’s made the same way.
- The ads and how the brand looks are also very similar in all countries.
Global marketing works well for things that people all over the world might like. Companies use this approach when they find out that their products or services could be popular worldwide.
Global marketing vs International marketing
Global marketing and international marketing both aim to create marketing plans that reach people worldwide, but there’s a key difference. The former uses one strategy for the entire world. It treats it like a single market. On the other hand, international marketing adjusts its strategy for different countries. Marketers who know specific regions modify activities to fit various markets, languages, and cultures.
In our global society, it’s not always a choice between global and international marketing. A global approach can be flexible. Managers may need to customize their approach for different aspects of the business. They may use different brand names for the same product in various countries or market the same brands with different product formulas.
Market Research Report 2023
In the past, only big multinational companies could reach people worldwide. Now, even small businesses can do it through online stores or websites. Small and medium businesses make up 90% of the global economy, not just the well-known big brands.
Whether you sell things, offer services online, or promote something like an ebook or app, local businesses can grow a lot by reaching a global audience. For business owners, this means changing their focus to run marketing campaigns that catch the attention of people in different parts of the world.
Now, let’s talk about a market research report from the CMI team. They found that the global events industry market is expected to grow by 12% from 2023 to 2032. In 2022, it’s estimated to be worth $1,190.4 billion, and by 2032, it might reach $1,752.9 billion.
The events industry market covers planning and organizing all kinds of events, like conferences, trade shows, weddings, concerts, and more. It includes services for event planning, venue management, event technology, marketing, and ticketing.
This market brings people together for different reasons, like networking, learning, entertainment, and business. It’s essential in areas like business, tourism, hospitality, and marketing. The industry is always changing, especially with new technologies. Recently, there’s been a shift to virtual and hybrid events, partly because of the COVID-19 pandemic. Virtual events let people participate from anywhere, and hybrid events mix in-person and virtual parts.
The events industry is growing, and there are several important reasons for it:
Experiential Events: More people want events that give them unique and interesting experiences. These events go beyond the usual and include things like interactive activities, live shows, and personalized experiences.
Networking and Collaboration: Events are great for meeting people and working together. You can connect with others in your industry, find potential clients, and make partnerships that help businesses grow.
Corporate Events and Conferences: Companies use events a lot for different reasons. It can be for launching new products, having important meetings, or training sessions. Events help companies share their messages, showcase what they offer, and connect with important people.
Marketing and Branding: Events are essential for marketing and building a brand. They help businesses show off who they are, reach more people, and get new customers. Events create memorable experiences and build a positive image for a brand.
Personalization: People now want events that are personalized for them. This means events that are tailored to their interests and preferences. Technology helps event organizers do this by creating custom content, personalized agendas, and suggestions for networking.
And So On…
Event Technology Advancements: Technology is changing how events happen. There are now platforms and apps that help manage events, virtual events that people can attend online, and cool experiences like augmented reality and virtual reality.
Tourism and Destination Events: Events also help cities and countries attract tourists. They organize events to show off their culture, sports, or entertainment. This brings in money for hotels, restaurants, and other businesses in the area.
Social Media and Influencers: Social media and influencers are a big part of how events are promoted now. Organizers use platforms like Instagram and work with influencers to create excitement, interact with attendees, and make the event known to more people.
Entertainment and Live Performances: Events with music, festivals, and live shows are still very popular. People, especially younger ones, love going to events for entertainment and cultural experiences.
Things to Consider When Marketing Globally
Create a website or page for your event registration. Include important details, like:
- Add a date and location. Inform attendees of the event’s date, time, and location.
- Mention the cost of attending the event.
- Give a succinct summary of the event’s objectives.
- Share the schedule of the event so attendees know what to expect.
- Introduce the speakers with short bios.
- Include a way for attendees to reach your support team.
For more details like pre-reads, recommended hotels, maps, or things to do in the event location, send additional information via email. If it’s an online event, use Livestorm for registration. For in-person or hybrid events, tools like Carrd or Swipe Pages can help create these pages easily.
Create good content for your event by focusing on impressing the audience. Provide a lot of value and make them want to talk about it later. The approach depends on the type of event.
For in-person events, make sure the speaker is interesting. Create chances for people to connect, and add some fun with icebreakers and giveaways.
If it’s a hybrid event, ensure it’s enjoyable for both online and in-person participants. Use tools like Livestorm to display virtual attendees’ questions or poll results.
For online events, find ways to keep them engaging. Use features like polls, Q&As, virtual whiteboards, or sharing your screen to show videos. This will prevent your audience from getting bored.
Make a promotional video for your event to boost your marketing efforts. Decide if you want it animated or someone speaking on camera. Here’s what you should do:
- Hire experts to help with recording, animating, directing, scriptwriting, and editing.
- Ensure it aligns with your brand guidelines and that the information is clear.
- Keep it short.
- Customize the video for each platform. A video for Twitter might not work the same on TikTok.
- If you’re doing it in-house, follow current event marketing trends for a more natural feel. Use tools like CapCut or Instagram Reel templates for editing. Check out this example from Delack Media Group.
Promotion on Various Channels
Promote your event on various channels to reach your audience, wherever they are. Don’t limit yourself to popular platforms like Instagram and LinkedIn. Connect with influencers and explore offline strategies, like handing out flyers on campus. Utilize your network for word-of-mouth promotion.
Use Facebook and Google Ads for promoted ads on Instagram and Facebook. Extend your promotion to relevant blogs and Google searches.
Create a press release for media coverage. Share details about your event, mention sponsors, and provide links to promotional resources. Send it to news outlets and influencers, or publish it on your website.
Partner with influencers in your industry. People trust personal recommendations. Use tools like Google, BuzzSumo, and Twitter lists to find influencers in your niche. Ask them to promote your event, whether it’s virtual or in-person.
Capture the essence of your in-person events by live-streaming them to a broader audience. Ensure you have the right equipment and a competent team for high-quality video and audio recording. Use Livestorm to set up a registration page for the live stream and create an on-demand video version. Gate the on-demand content. It will allow viewers to watch at their own pace in exchange for their contact information.
Explore virtual event marketing:
- Use virtual event software like Livestorm for interactive virtual events.
- Features include creating customized landing pages and registration forms.
- Host recurring events for virtual conferences with multiple sessions.
- Maintain branding consistency across rooms, emails, and landing pages.
- Automate reminder emails and export attendee contact information.
- Engage participants with in-app file sharing, emoji reactions, Q&As, polls, chats, whiteboards, breakout rooms, and CTA buttons.
- Access data analytics and receive a participation report.
Livestorm simplifies the process of planning, hosting, and analyzing your virtual events.
Create a sense of urgency and excitement. Introduce different pricing tiers, including discounted early bird tickets. Releasing tickets in stages encourages faster purchases, especially for the more affordable options. Consider using a price optimization tool, like the one on Eventbrite, to automate price changes.
Encourage attendees to share their event excitement on social media.
- Invent a unique hashtag for your event.
- Plan a giveaway that requires attendees to use the hashtag online.
- Make the event experience visually appealing for platforms like Instagram.
- For virtual events, surprise attendees with a delivered gift.
- For in-person events, create photo opportunities, brand everything, and make catering visually appealing.
- Offer a discounted rate for future events to those who post online using the hashtag before, during, or after the event.
Global Campaigns From Different Companies
Airbnb, a platform for booking stays worldwide, started in 2008 in San Francisco. Their successful global strategy includes a video campaign, “Made Possible by Hosts.” It emphasizes the connection between hosts and guests. To imitate Airbnb’s approach, focus on different customers in various regions in testimonials. Basically, encourage international customers to share product photos or videos on social media.
World Wildlife Fund (WWF)
The World Wildlife Fund (WWF) has a global strategy with offices worldwide. They organize Earth Hour. It is a worldwide event where people turn off lights for an hour to address climate change. In Norway, they used a digital agency to promote Earth Hour by turning screens black with a countdown. To imitate WWF, connect with international audiences online, especially for specific initiatives like Earth Hour. Therefore, don’t hesitate to try creative ideas in one international market. Make sure it suits the audience.
Red Bull, an Austrian company, has mastered global marketing so well that many Americans perceive it as a local brand. Their key strategy involves hosting extreme sports events worldwide, spanning from the Red Bull Indianapolis Grand Prix to the Red Bull Air Race in the UK and the Red Bull Soapbox Race in Jordan. This robust event marketing approach has propelled the brand to the top of the US energy drinks market in 2021. So, focus on offering a standout product. Maintain consistent packaging and consider hosting virtual events that cater to diverse time zones and regions.
Wondering what your first step should be while going global? Take inspiration from one of the examples above. Start small, then work your way up. Or you can contact us today to streamline your global journey. Book a free consultation and let’s explore how we can help you go global.