Tailored Campaigns for French and Indian Markets
One of the biggest campaigns I ever led was the launch of a digital learning platform for a major multinational that had a sizable presence in France and India. It required a very different approach, as what worked in France definitely did not play as well in India, and vice versa—to say nothing of the difficulties presented by simple language issues.
The Indian market we were communicating to responded very well to messages focused on prestige and exclusivity, the privilege of being someone who had access to this extremely cutting-edge piece of learning technology. It meant we needed to find a lot of local endorsers with status in the company to sign off on and be seen using the platform to help drive adoption.
France, on the other hand, required a completely different approach, as focusing on status in this way was actually a major turnoff to test audiences. We ended up focusing the messaging much more on how their extension of the platform was tailor-made for their market, due to how much study we’d done and optimizations we went through to get the perfect solution just for them. Effort and exclusivity were the bywords for success.
Check out the full article at internationalmarketing.io