How would the planning of a promotional program differ for a global brand vs. a regional or local
brand? Provide an example.
Global brand marketing is a strategy that involves discovering the needs of potential buyers
outside your home country and across the globe. This process often involves new market
research and an analysis of where your product/service will be successful. This can include
translating your social strategies across multiple languages or changing your food menu to
cater to the preferences of a particular region.
Local marketing is much more centralized and focused on a small target audience. This
means that for a localized marketing strategy, the end goal is precise, which is why you want
to choose a particular group of people to reach it. Not all products work well anywhere in the
world, and that’s why choosing a particular area can help you save money, time, and energy.
Once you do the research and establish what your target markets are, you narrow it down
and begin to brainstorm campaign ideas. Remember – without the right research results and
statistics, you are much less likely to reach the target audience you’re looking for. But it's also
important to include various purchasing preferences for each country (such as multiple
currency options.) And to consider cultural norms and expectations. ( SEO Design Chicago,
2023)
A great example of this would be Mcdonalds, they change their menu to cater to regional
specialities. Some of these choices include a Ebi Filet-O Shrimp Burger in Japan, a Pineapple
Oreo McFlurry in Columbia, or a McShrimp in Russia and they have pasta in paris. (SEO
Design Chicago, 2023) They take care of the consumers wants and needs and carefully assess
the target audience, competition, strategies, offerings, and more in order to cater to multiple
markets.
