Session 3:

How to Optimize Your Media Spend Abroad

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Presenters

DIRECTOR, ADVERTISING INTELLIGENCE

MICHAEL REYNOLDSDIRECTOR,

AI CLIENT SERVICES

COURTNEY BRICKER

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This session will cover…

Why many brands fail to break global markets

How to develop clarity into competitive landscapes3

1

Understanding market, cultural, and local industry issues2

Key steps to staying relevant in new markets4

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Why Many Brands Fail

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Global & Local Competition

WORLD MAP of BRANDS

LATAM MAP of BRANDS

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Language Barriers

There are more than 150

languages that are spoken

by at least 10,000 people in

India.

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Cultural Norms

Local issues such as politics, culture, society, etc.

Barbie in China

Since Barbie is not a cultural icon in China as she is in America, Chinese

consumers couldn’t care less about Barbie-branded products

Mattel didn’t understand what Chinese girls want - the Chinese concept

of “femininity” is very different from that of American.

Brand recognition was not strong, costs were too high to justify buying

brand name dolls in China.

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Cultural Norms

Laser (bottled draft beer) & Foster’s in

Vietnam

Laser, a high-end beer alternative, did not understand the language and

used the word “bia tuoi” (fresh beer) in their slogan, which led to the

misunderstanding that it was a product for low income earners

Advertising was stunted due to a competitor owning the biggest

advertising channel for alcoholic beverages (Heineken)

Foster’s piqued interest with their slogan ‘the Australian styled beer’ but

soon lost it when it didn’t adapt to the local needs as its targeting and

branding turned consumers away.

Local issues such as politics, culture, society, etc.

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Cultural Norms

Mulberry Christmas ad

“blasphemous’ commercial offended many

Christians, caused complaints

intended to poke fun at the effect of

consumerism on Christmas rather than mocking

or denigrating Christian belief

Local holidays and events.

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Corporate Brand Guidelines

With numerous global offices, brand teams, agencies, franchises, and partners, it’s important to ensure marketing is:

On message

Following guidelines

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Understanding market, cultural, and local industry issues

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Establish Basic Market Knowledge

The Local economy.

What local economic and political issues affect

the market and consumers?

Have there been changes in consumption?

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Establish Basic Market Knowledge

Advancements.

Are there new technology and product

features to be aware of?

Examples of technology advancement/ adoption

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Establish Basic Market Knowledge

Social issues.

What social issues are local consumers

most concerned about?

Socio-economic

Community & arts

Education

Sustainability

Clean energy / environmental

Healthcare & technology

EDUCATION

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How to develop clarity into competitive landscapes

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Competitive Landscape

Messaging

Spend

Positioning

Obtain visibility into what your competitors are doing, including:

New markets may be saturated –

Understand the landscape and

react quickly and efficiently to

breaking competitive threats.

Hotel Industry in France

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Key steps to stay relevant in new markets

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Creative Tracking

Understand who is advertising, where

they are advertising, and what they

are saying

Intelligence to help you respond to

competitor activity and develop

successful communication strategies

Competitive intelligence services, which enable advertisers to unite global teams and stay ahead of competition

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Media Spend Tracking

Compare global market to spend to

your competitors

Access fully harmonized media

spend from over 80 markets

Stay on top of competitive media dollar activity to optimize your own spending strategies and habits

Identify creative executions that

receive the most spend to properly

position messaging

Analyze how spend is allocated by

market, advertiser, product, media,

publication, and occurrence

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Insights & Analysis

Make sense of the competitive data around you to understand market trends and how to stand out from the crowd.

Define, inspire, and direct

your marcomm strategies

through custom analysis of

brand behavior and

communication activity

Gain a complete picture of

brand proficiency,

competitor activity, market

trends, industry evolutions,

and other aspects necessary

to achieve meaningful and

impactful insights

Analyze paid, earned,

and owned media

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Example: Infant Formula Claims Analysis

Included in communicationsMissing in communications