Going global offers big opportunities, but why does your B2B marketing sometimes miss the mark internationally?
At duomedia, our multinational team helps you understand the global landscape and find the fix.
Coca-Cola's approach to international markets
Think about Coca-Cola’s “Share a Coke” campaign. By featuring local names on their bottles, they created a sense of personal connection worldwide. This campaign’s global rollout highlights the importance of tailoring marketing approach. With the careful selection of names relevant to each local market, Coca-Cola made sure their message resonated with diverse audiences.
With “Share a Coke,” it’s the “sharing” that’s the thing.
How big of a difference can it be?
Consider another approach, the one adopted by Frito-Lay in 2024. In the U.S., their “Taste of Super Bowl” campaign featured NFL stars like Rob Gronkowski, Marshawn Lynch, and Troy Polamalu, making it one of their biggest campaigns of the year. Simultaneously, Lays in Europe centered their marketing around the UEFA Kick-off, featuring football legends David Beckham and Thierry Henry.
Left: Frito-Lay’s U.S. Campaign featuring NFL stars Rob Gronkowski, Marshawn Lynch, and Troy Polamalu.
Right: Lay’s Europe Campaign featuring David Beckham and Thierry Henry.
Now, imagine if Lay’s had simply copied and pasted their campaigns. A Super Bowl ad featuring American football stars would surely fall flat in Europe. Not to mention the word “football” that resonates differently in the U.S. and in Europe. This small linguistic and cultural difference can show a fundamental lack of local understanding.
Cultural differences in B2B communication
In the B2B world, the consequences of a “copy-paste” approach can be equally detrimental. Consider a Belgian tech company wanting to connect with businesses in Japan. Simply sending out technical specifications wouldn’t be effective. Japanese business culture highly values building long-term trust, often starting with proper introductions and a demonstration of respect (Hall, 1976; Hofstede, 1980, 2001).
Similarly, at international trade shows, a touch of personal warmth can make a significant difference. For a German software company meeting potential partners in Brazil, taking the time to initiate small talk and showing personal interest can be more effective in building strong relationships and business opportunity (Schneider & Barsoux, 2003).
How to communicate with international and local B2B audiences
- Build a core message framework: create a messaging framework that makes your communication clear, targeted, consistent, and aligned. Develop around 3-5 key messages that reflect either your value proposition or your brand identity, and then pick the best for each conversation.
- Tailor your language: Adapt your word choice, tone and style to resonate locally. Don’t be afraid to get a little local expertise here; chatting with a local agency can give you invaluable insights.
- Consider local values: Research the cultural nuances and business priorities of each target market. When you speak to their values, your message truly resonates.
With 20+ years of experience, duomedia helps our clients tailor their message to their target audience. Our multilingual and multicultural team combines market research, storytelling, and strategic PR to help you to get noticed and make impact.
Ready to make your PR more “found in success” and less “lost in translation?” Reach out to us below to learn how we can help you build meaningful connections worldwide.
Talk to duomedia if you’d like our help to make your next campaign stand out.
