Today’s Topic talk is from Steve Stiles, Associate Program Coordinator at The Strive Group. Steve is going to talk to us about knowing your audience. Steve, the floor is yours…
I found an interesting article in a recent Business Week issue titled “Cultural Tastes Affect International Food Packaging.” A quick summary of the article includes:
- Cultural differences greatly affect how food product packaging is perceived and how products are sold in various countries.
- The material, size, imagery, color and quality of a product’s container can significantly influence how a product is perceived in other countries and cultures.
- Some executives are hesitant to change their strategy or even their brand to conform to international cultures. In many cases, all it took was enough market research to turn a risky decision into a successful campaign.
Ultimately, what I was able to take from this was how important it is to know your audience. There are plenty of social media campaigns where success is based on how well marketers can deliver a message to their target audience. The great campaigns have hinged on a combination of many factors, including timing, credibility, and even luck. I remember in Direct Marketing we learned specifically for social media campaigns to keep the overall look and feel consistent (logos, color schemes, formatting, etc). This article shows that in terms of going international, it might be a good decision to be open to change certain aspects of your brand to appeal to different audiences.
My industry is mainly focused on retail marketing and supply chain management. Coincidentally these were two of my marketing electives my senior year so my transition into the industry has been a bit smoother than if I hadn’t taken those two courses. Although there hasn’t been much social media incorporated into the industry (not yet at least), I’ve noticed that the goals and strategies are still very similar to any other division of marketing.
Something to think about today…
Associate Program Coordinator at The Strive Group