Breaking into international markets is a tricky business. Everything from the messages you translate to the colours used in a campaign need to reflect extensive research of a culture, its history, and its lifestyle habits.

Here are 5 steps to making sure you nail your overseas efforts.

 

1: Create a Campaign Brief

This should include research into the market and specifically:

- The target audience’s defining attributes

- Territories your brand aims to target

- Languages in which materials will be translated

- The tone and characteristics of marketing materials

- Overall campaign goals

 

2: Research Cultural Specifics

Intimate understanding of a culture is vital to a successful campaign. Be sure to uncover a region’s:

- Lifestyle habits

- Societal values

- Colloquialisms

- Regional symbols

- Weather patterns

- Geographic challenges

- Political tensions

- International relations

- Anything else that helps you better understand the area

 

3: Clearly Communicate Intent

In order for messages to make impact, materials must be transcreated to keep intent intact. Be sure to localise:

- Campaign messages

- Branding images

- Blogs an articles

- Website materials

- Any other content that may be implemented

 

4: Use the Right Channels

Not all regions use the same social media platforms or search engines. Understand how to properly reach digital audiences by:

- Researching popular social media platforms in the region

- Finding out which search engines are most widely used

- Studying the best practices for those platforms

 

5: Work with Professionals

For transcreation to be successfully implemented, hiring an experienced agency is advised. Ensure that the firm you select:

- Caters for the language you are converting materials into

- Has a history of success

- Has experience with your specific industry

- Is able to transcreate marketing copy, video content, and audio formats