Expanding into international markets presents opportunities and challenges. A successful end-to-end marketing strategy is key to laying the pathway for international growth. As part of your marketing strategy, it’s important to consider the three Cs in your research and planning phase - contacts, culture, and context.
Nothing beats the insights gained from on-the-ground relationships. The right contacts can open doors, navigate bureaucratic red tape, and provide invaluable local knowledge that you simply can’t get from a distance.
Establishing contacts is about forging meaningful relationships that can support your business long-term. Local partners, government or regulatory officials, and industry insiders can offer guidance on the specific challenges of the market you’re entering so you can avoid costly mistakes. The days of sending someone abroad to scope out a market in a week are over. Today, rigorous planning and making deep local connections can separate success from failure.
Every market has its own cultural norms, values, and expectations that influence how business is conducted. Failing to adapt to these can have severe consequences.
You must localise your entire marketing approach. This means understanding how to communicate effectively in a way that resonates with local audiences. Whether it’s the formality of business meetings, the importance of personal relationships, or local attitudes toward safety and regulation, cultural sensitivity is crucial.
Your business practices, communication style, and even product positioning must be adapted to fit the local market. Cultural missteps can damage your brand’s reputation and can be difficult to recover from as first impressions count.
Context: understanding market dynamics
Context includes everything from local consumer behaviour and market trends to the economic and regulatory landscape, and of course the competitive environment. Understanding a new market is not just about doing your homework; it’s about embedding yourself into the fabric of the local environment.
Every market has its unique rhythm, from how quickly decisions are made to the importance of price versus quality. You need to understand the economic conditions, navigate local regulations, and assess the competitive landscape to position your brand effectively. This isn’t about replicating your home marketing strategy; it’s about crafting a bespoke approach that fits the local context.
Leveraging resources, such as consultants or market research firms, trade associations and export and economic development partners can provide the insights you need to adapt your strategy and avoid common pitfalls. Understanding the context is the foundation upon which successful international expansion is built.
Contacts, culture, and context are the three marketing pillars that should guide the first phases of your expansion into new locations. Consideration of the three Cs will help guide you through complexities and ensure your expansion is sustainable. Each market is unique. Respecting and adapting to its nuances, sets the stage for long-term success.
Speak to us about how to own your space in a new market. We’ve been there and done it and we may well have a sweatshirt for you.
Ian Ord, CEO will be attending ADIPEC in November. Start your conversation with him on the secrets to unlocking effective international marketing now.