Part 2 of a 2 Part Series
Once your international direct marketing campaign foundations are established, it’s time to look at country-specific creative concerns.
As mentioned in International Media Campaigns Part 1, there are some key factors that need to be taken into account when setting up your media campaign for international initiatives. But what are the things to keep in mind for creative media and development?
1. Consistent Message - It’s imperative that your company brand and message stay consistent globally. That’s why it’s helpful to hire an advertising agency that has a global reach. Take BKV, for example: although our main direct marketing offices are in Atlanta and Kansas City, we’re also apart of ICOM – a network of independent advertising and marketing agencies spanning more than 50 countries. By having direct contacts in most countries, we’re able to provide specific direct marketing solutions for international clients and their audiences.
2. Branding Message - It’s important that content is translated properly. This includes copy across all media: ads, landing pages, and the website design itself. One bad translation can deteriorate the trust of an international audience. If resources aren’t available in-house, and budget allows, try using a translation vendor or service such as ALTA or WordBank.
3. Cultural Awareness - Besides just the translation of copy, is the subject matter appropriate and logical for the selected international market? This becomes increasingly important as you move into culturally sensitive markets. Recently, a court in India ordered 21 technology companies (including Google and Facebook) to remove content it deemed offensive, so it’s a good idea to have someone well-versed in the local culture of your target audience take a look over proposed ad copy.
4. International URLs - For SEO purposes, having a country-specific URL will increase your search engine rankings and shows international users you have a vested interest in their geographical location. Country specific URLs should not just redirect to your primary URL. Rather, they should go to a website that is in the countries native language with proper translations of services, products, and capabilities. The international site should have appropriate images, and should function just as the main site would.
And when you combine all the preparations for an international direct marketing campaign with the creative media considerations outlined here, it should result in a solid international media campaign with: