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Worldwide Marketing Coordination: How to Make Your Brand Stand Out During Summer Mass, Multi-Region Events

Workflow Consulting | June 30, 2014

How to Make Your Brand Stand Out During Summer Mass, Multi-Region Events

An extremely busy season of summer sport has kicked off, and this year in particular, sponsors and partners around the world are in the midst of launching their global marketing campaigns to capitalize on the buzz. 

Orchestrating print, digital, radio and TV across multiple countries is no easy task, particularly with multiple languages and countless cultural considerations to weigh, says Steve Puttock, Managing Director at Schawk.

On top of this creative and organisational challenge is the need to collaborate with creative agencies, media agencies and even printers in an integrated multichannel production project for each piece of content. How can a smart global operator tackle such a complex undertaking?

Be attuned to cultural and language requirements. 
Large brands that operate in multiple regions are no strangers to the hurdles of culture and language. The true balancing act comes when companies increasingly want to capitalise on national pride and capture the zeitgeist around a major development, such as a country’s football team winning a World Cup game or medals being awarded at the Commonwealth Games.

It’s one thing to come up with a brief visual tweet – such as the oft-cited Oreo Super Bowl blackout image, or Lego’s response through social to the Felix Baumgartner stunt – since English is often expected as the root language of these brands as well as their established, central feeds. 

Preparing a variety of templates with set spaces for tailored, language specific copy can provide a valuable shortcut, which may cut down on time. It is also worth considering global timezones: some of this summer’s major sporting events won't conclude until the early hours in Europe, for example.

Train your team to react swiftly to time-sensitive events.
When looking to tailor an international email to respond to a global event, for example flights and hotel deals in the winning country, companies will need to react quickly with a cross-territory campaign in a short space of time. 

Preparing a variety of templates with set spaces for tailored, language specific copy can provide a valuable shortcut, which may cut down on time. It is also worth considering global timezones: some of this summer’s major sporting events won't conclude until the early hours in Europe, for example.

While the process of regionalising global campaigns across multiple creative formats may initially seem daunting, the key to successful execution lies in careful planning, and making sure any partners and suppliers on the ground are well briefed and understand their timescales and deliverables clearly. 

For more tactics, read “How to Capitalise on Summer Mass, Multi-Region Events for Brand Standout,” by Steve Puttock, Managing Director at Schawk.