kelli frias's blog presents: going local

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Kelli Frias uses this slideshow presentation to provide a bite sized look at her latest blog post, called "Going Local". Using David Krajicek's "The Gentle Art of Crossing Borders" as a source, Frias tackles the issue that brands face concerning the acquisition of local trust and flavor. As the world grows more interconnected, brand grow ever larger, and before long they cross national borders. Think of how easy it is to find a McDonald's or a Coca-Cola, for example. However, big brands may soon lose out to local businesses, who thrive on local flavors and experiences that people really want. View this presentation to learn about the hurdles these brands must face, and the ways marketers can overcome them. Then, read the original blog post at http://kellifrias.com!

TRANSCRIPT

Page 1: Kelli Frias's Blog Presents: Going Local

LOCALLY GLOBAL

By Kelli Frias

Page 2: Kelli Frias's Blog Presents: Going Local

A GIFT OF THE DIGITAL REVOLUTION

Brands follow us

Successful marketing knows what consumers want

Makes consumers comfortable in new places

We love familiarity

Page 3: Kelli Frias's Blog Presents: Going Local

A PROBLEM WITH THOSE BORDERS

David Krajicek addressed those issues in AMA

The internet promotes illusion of uniformity of ideas and

tastes

“Borderless society”

Idealized homogeneity

Page 4: Kelli Frias's Blog Presents: Going Local

BORDER PROBLEMS

There is a modicum of truth to that

Many brands- McDonald’s, Google, etc. have gone

international

Many of these brands, however, neglect local flavors

Page 5: Kelli Frias's Blog Presents: Going Local

THE IMPORTANCE OF GLOBAL FLAVORS

Locality has become a marketing advantage

Allows smaller guys to compete with larger brands

Locality = Authenticity

Connection to culturally aware consumer

Page 6: Kelli Frias's Blog Presents: Going Local

Brands breed familiarity as they grow

Definite point of Marginal Return…

… people will inevitably want something uniquely culturally

familiar

Page 7: Kelli Frias's Blog Presents: Going Local

Enter idea of localized search results

Or fast food menus reflective of local cuisine

However, its still under a single corporate umbrella

Page 8: Kelli Frias's Blog Presents: Going Local

Brands should keep customers as they travel

But they shouldn’t ignore cultural sensibilities

They have to find a balance

Page 9: Kelli Frias's Blog Presents: Going Local

FINDING THE BALANCE

Requires some serious work on the marketing side

Invest in good R&D

Get the language right

Tap into a cultural ethos with advertising

Page 10: Kelli Frias's Blog Presents: Going Local

EXAMPLES

Here are some companies that have tailored to the local

market….

Starbucks

Buick

BMW

Page 11: Kelli Frias's Blog Presents: Going Local

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