Posts Tagged ‘Asia Pacific’

Global versus local: how do you get the messages right?

September 16, 2009

Some people melt over images of dogs; others recoil.  But, there is apparently a wide range of reactions in between.  And, one of HSBCs airport ads expresses it well.  Not only are there different emotional reactions to images: images also evoke different meanings for people.  An HSBC ad in Heathrow Airport in London shows a simple image of a pug (those small dogs with the wrinkled up faces) with three words: alarm clock, companion, accessory.    Unfortunately I didn’t take a picture.  I only wrote down the words.  Fortunately, I did that.  As I was describing it to someone without looking at my notes, I included “nuisance” among the words — guess that’s says something about what the picture meant to me.

SaaSreasons

(Click for a full-sized version)

The point of all of this is that marketing messages and images speak differently to different audiences.  Crafting messages that resonate best with a specific target audience requires localization.  For B2B audiences, it helps to know what the business drivers are for the audience: what are the goals of the company, what are the objectives set for specific organization, what are the things that keep the boss up at night.  For example, IT decision-makers across different regions adopt software as a service (versus purchasing licenses of a product) for a variety of reasons.  Understanding those reasons helps to determine the messaging that would resonate best with those decision-makers.  The data suggest cost-efficiency and ROI messages for some regions — North America and Western Europe— and time-to-market and competitive advantages in others — Asia Pacific and Middle East, Africa and Russia.

Global marketing also requires a degree of consistency.   How do you strike that balance?  My new report — Get the B2B Messages Right: Balance Global Consistency And Local Relevancy — discusses the challenge of getting the global messages right for local audiences, and provides some recommendations for how to do it.

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