In an entertainment industry Disney is one good example being worldwide. It's best known of its products of the film studio: the Walt Disney Studios. It's been told that one of the explanations why Disney is so successful, is their intellectual property. There is no other company that has so much of well-known, cute, family-friendly, and highly marketable characters. In marketing they must have done something well for being so famous, loveable and global. People loves Disney in everywhere in the world.
In quite a latest news there were this article of Disneys newest marketing campaign where they built an entire street in London looking as an 8-bitted. This was a marketing trick of their movie Wreck-It Ralph. The street is filled with 8-bitted -looking statues and stuff. I think this is very cool way of marketing a new product especially in this kind of field.
There would be a job to do if Disney wanted to do this kind of marketing in every country where the film is published. Maybe they should do the same thing to some of Helsinkis streets when the premiere comes to Finland? I understand it would be hard and expensive to make 8-bitted streets to almost every country in the world, but that would also be a different way to market and raise interest in customers. Maybe there would be even this cute dog outside every movie theater when Wreck-It Ralph movie is on?
I was reading this one website with a few good advices to international marketing.
There was this good sentence that "Any successful firm internationally, should first obtain success locally". This is so true. You must carefully create your product before trying to hustle it to everywhere in the world, where it might not be even needed. To bring your product first to local markets is like testing if it's worth to expand over the world. And when you start expanding the product, you must think carefully: Can they afford it? Do they want it? Do they need it?
There was also this good advice about marketing a product as an foreign product. Especially if the product is something that your country is known of or the people knows that this product quality is the best in your country.
One important thing in marketing internationally is trying to find a
local partner. And for the best this partner should be a company that
already has a local credibility.
And to the end this one good example that every taste just not work to every people. It might be about where they are used to.
If someone wants to be succeed in business in more than one country, they need to think carefully about different cultures and approaches in different countries. You can't necessarily do everything like you'd do in your own country in business. First of all you need to think where you want your business to extend. Your products or services might not even be needed in everywhere in the world, so why to market it somewhere where no-one uses it? For example, would someone use skis in Thailand? I don't think so. Or maybe they do in some places but it might not be the first product to bring to the warm countries... So if your field is to manufacture skis, then think carefully why would you cell them in Thailand or why would people in Thailand buy them, if your intention is to expand over there. After you've decided where you want to market your business, you need to find about cultures of those countries. If you're producing clothing, you need to take account of clothing cultures in different countries. Every kind of clothing might not be suitable in every country. That's the situation where you need to think how to shape the clothes suitable in those countries, or is it even profitable to start making those changes and market to this particular country. So these were my first thoughts about marketing abroad. I will be writing more about this subject during our school course of international marketing.
