Introduction
How businesses function has been completely transformed by technology, and most companies now manage their operations without any problems, even when their offices are spread out across different regions. Global corporations often establish frameworks that help them establish a standard operating procedure across different geographies. However, different locations have distinct demands and customs; therefore, businesses must modify their marketing and promotion strategies accordingly. This allows multinational corporations to establish themselves abroad, interact with local customers, develop distinctive brands, and take on local enterprises. This study examines the methods a few global businesses use for marketing promotions outside the United States.
Nike Brand Campaign in Africa
Nike is a well-known international company that manufactures footwear and sportswear. The organization manages worldwide marketing and sales activities, designing and producing its goods. Since its founding in the US, Nike has expanded to become one of the biggest sportswear firms in the world. Its remarkable success may be attributed mainly to its marketing and advertising activities. In every nation they operate in, the company’s marketing strategy revolves around “player advertising.” As a brand, Nike may establish a presence in the local market by supporting an athlete with a solid connection to the community.
For example, Nike signed a South African athlete embroiled in a dispute over her naturally high testosterone levels and utilized her in African commercials. Athlete Caster Semenya is from South Africa and has competed in many international tournaments, including the Olympics, where she won two gold medals. The athlete became the centre of controversy when rumours about her testosterone levels and physical characteristics spread via the media, indicating that she was more male than a woman. Nike has a history of using athletes who are controversial or who are in challenging circumstances to promote its goods both domestically and abroad.
Another instance is the case of Kenyan-born Eliud Kipchoge, the world’s fastest marathon runner of all time. Nike collaborated with Kipchoge to introduce the next Nike sprinting shoes (Mcguire, 2021). Since the shoes have designs in the Kenyan flag’s colours, marketing them domestically and beyond Africa will be easy. Nike can effectively advertise its goods and operate brand campaigns inside the targeted locations in the US and regionally because of their partnerships with famous athletes from the region. Nike’s sports marketing strategy is ideal for its goods since it recognizes that promoting national pride is a vital advertising objective.
Apple’s Brand Campaign in Europe
The iPhone, iPad, AirPods, AirTag, Apple Watch, and other digital devices are among the many products for which the American multinational firm Apple is famous. The corporation launched a marketing campaign called “Privacy” in 2019 that focused on privacy issues. Although the campaign began in the United States, it progressively spread by installing billboards in different countries around Europe. For example, the billboard in Hamburg stated, “Betrays so little about Hamburgers as a Hamburger,” making some allusion to the city’s citizens. In contrast, the poster in Berlin said, “Welcome to the safe sector.”
Apple intentionally used the messaging on the billboards to appeal to the people living in these locations and promote their privacy campaign. Apple is a business that upholds stringent privacy protection standards in its digital products when privacy is a significant issue (Owen, 2019). Despite being an American firm, Apple was able to establish a connection with local customers in Europe by using local terms and customs in its billboards. The campaign ran nationwide on billboards and TV commercials because of the company’s significant market dominance in the American area. Although the campaign’s effectiveness is still being assessed, it has increased profit margins in the European areas from the start of the campaign until 2021.
Starbucks’ Brand Campaign in Asia
Another American business that has become renowned around the world among those who enjoy coffee is Starbucks. The global network of coffee shops has expanded its operations to all continents. However, their strategy in Asia, particularly in China, differs from other parts of the continent. Starbucks used social media marketing on Jiepang, one of the Chinese social networking sites, when it entered the Chinese market and aimed to become one of the leading coffee brands (Johnson, 2011). Those who checked in at Starbucks locations throughout the holiday-themed promotion will get complimentary larger beverages. The social media campaign was very effective since it mainly focused on users in Shanghai, China, where more than 20,000 people visited the coffee shops in less than a week.
In order to further establish its relationships with various communities and cultures, Starbucks is well-known in the US for using in-person advertising campaigns and seasonal favourites. The company uses branded coffee cups as one method for achieving this. Starbucks is well-established in the United States, but it is still establishing relationships with Chinese culture and competing with other local enterprises in China, which accounts for the differences in the company’s approaches in the two places. In addition, it collaborated with Tencent to introduce the “Say it with Starbucks” campaign, which aimed to advertise a recently added feature on WeChat that enabled friends to exchange redeemable coffee vouchers at any Starbucks location. It was a creative way to commemorate the Chinese New Year custom of exchanging cash in red envelopes with one another. Within the first two months of the campaign, 1.2 million gift certificates were distributed, earning widespread praise for its performance. Both in America and in other countries, Starbucks always seeks to integrate itself into the local cultures in order to achieve some influence in those regions.
Conclusion
The examples provided in these articles make it clear that a business’s intended customer base significantly impacts its marketing and advertising activities. Even though a business operates internationally, it still has to adjust its marketing efforts to the local target to be relevant in that specific market by connecting with the needs and culture of the target audience. When choosing advertisements in various parts of the world, the local target audience has a big say, whether via billboards, athlete endorsements, or social media campaigns.
References
Johnson, L. (2011). Starbucks China taps check-ins for first mobile ad campaign. Retrieved on August 3, 2022, from https://www.retaildive.com/ex/mobilecommercedaily/26351
Mcguire, J. (2021). The new Kipchoge Nike collection has dropped. Retrieved on August 3, 2022, from https://www.runnersworld.com/uk/gear/clothes/a35477678/kipchoge-nikecollection/
Miller, C. (2022). Apple takes on data brokers and auctions with new ‘Privacy on iPhone’ ad campaign. Retrieved on August 3, 2022, from https://9to5mac.com/2022/05/18/appleprivacy-on-iphone-new-ad/
Owen, M. (2019). Apple ‘Privacy. That’s iPhone’ campaign billboards reach Germany. Retrieved on August 3, 2022, from https://appleinsider.com/articles/19/07/25/apple-privacy-thatsiphone-campaign-billboards-reach-germany
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