The Importance of Tailored Messaging

Over the years I have encountered so many organisations who do not understand the importance of tailored messaging when embarking on international marketing. The corporate messaging is XYZ and that is the way it is supposed to be, it has been approved by the management and therefore cannot be changed. What they fail to understand that the messaging they have approved works in their domestic market, but will not necessarily work in an international market. This is imperative to understand when engaging in international marketing. Unfortunately, this is a very common mistake. 

So, what needs to be done? First of all, have a corporate understanding of that messaging needs to be localised for the customer to understand and relate to your brand. I have said so many times, marketing must start taking ownership of these things and educate the organisation, but that is for a whole other blog (or two as I am very passionate about this subject). Messaging must be localised, it is that simple, by doing this it does not mean you compromise the corporate messaging, quite the opposite, you tailor it so that other audiences will understand and embrace the brand. 

What needs to be done on a tactical basis, first of all, identify which is the target audience. Step one in this process is to properly identify and segment your target audience, you might even go as far as micro-segment. I had to do micro-segment in South Africa.  This is also where the messaging is being overlooked, the messaging cannot be the same at the beginning as at the end of the customer journey. How will someone who has decided to buy the product react to messaging that is all about raising awareness about the product? There also needs to be a clear strategy in how to deal with new and existing customers, take care of your customers. It is always cheaper to retain a customer than get new ones. 

Research needs to be undertaken as to what resonates with the market. For example my agent in Pakistan had designed a banner that was outside the hotel where I was due to have a presentation. On the banner there are three very clear messages to the customers, or in this case parents and students who were encouraged to come and listen to my presentation and speak with my as well.

I will give some examples of how to tailor the messaging, these are examples I have learned. In South Africa, it is important to emphasise the opportunities available, value for money, it does not have to be the cheapest but the best value. In Brazil, Colombia, and Venezuela it is opportunities and reputation, coupled with learning British English as that is seen as posher in those countries. Once you have established what messaging resonates with the target market, it is very easy, you just change it accordingly. Make sure it is consistent and clear, that crucial to get right. If not, you will waste a lot of money and potentially risk your reputation in the long-term. There are many examples where major corporations have gotten the messaging wrong. This is also where the translation into the local language that is was referring to in my previous blog comes in. This further adds to the localisation of the messaging and allows customers to relate to the product or service.  

Messaging is very easy, think about it this way, we all want to feel special, personalised messaging is the same as tailored messaging to a market. We all feel special when we get something personalised, why deny the potential customers in international markets the same feeling? 

Thank you for reading my blog, it really means a lot to me that you take the time out of your busy day to read my blog.