A recent United Nations report found that more than half (57%) of the global population doesn't have regular access to the Internet. The good news, however, is that Internet access in developing markets is increasing, with various platforms for content available.
United Through Games
One of the first hurdles content brands have to overcome when they approach a new market is how to relate to a new audience. Cultural differences are abundant, and western brands looking to break into growth markets need to be mindful that what works in their home market may not translate directly to a new market.
One example of what brands can do is launch their content during an event of national or international scale. Examples include the Olympic Games, the FIFA World Cup, or the ICC Cricket World Cup.
Each market may have a different national sport. Football and baseball rule in the United States, but ice hockey has a passionate fandom in Canada. In Great Britain, rugby is the sport of choice. However, in growth markets, soccer and the Olympics are a safe bet.
International sports events are a strong hook for brands expanding into new markets. Those events provide a captive and engaged audience open to marketing as long as it provides something of use.
The key here for brands is localized content. Tying any content to a national team and creating a promotion around the success of the team (or, if possible, the personalities from the national team) shows consumers that your brand understands their interests and is willing to engage with consumers on a more personal level.
For example, during the soccer World Cup in South Africa in 2010, Puma created the Africa Unity Kit (the world's first continental football kit) for Africa teams that had competed in the Africa Cup of Nations. That showed that Puma understood the pride the fans of these teams had from their participation in African football... and that Puma was proud by association.
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