Global marketing is a powerful tool and a competitive field. It is difficult to take a product and market it to an entire planet. There are some companies that have done this to great success such as Coca-Cola, McDonald’s, and Starbucks. All of them household names with locations across the globe.
But the interesting thing about marketing, even global, is that it differed from country to country. Wherever you go you will find various different marketing techniques being employed to entice customers to spend their hard-earned money. Today we want to take a tour around the globe and examine some of these differing techniques. We will also examine how effective or ineffective these strategies actually are.
The United States of America
It is easy to forget that the USA, while called one country made up of states, is really 50 countries slapped together. Each state is gigantic. Bigger than most countries. And yet they all fall under one flag. And this shared heritage makes it easy to market to a large population.
To many outsiders, America looks like one big Disneyland. Everywhere you go you are bombarded with advertisements, slogans, logos, and free-samples. The country is the epicenter of capitalism. America makes use of the most basic marketing tactics. But they are basic because they work.
You have your cheap and corny TV adverts, playing around the clock on a number of stations. You have radio adverts and billboards everywhere. America loves to use happy, smiling imagery with bright colors and over the top actors. The idea is to create a positive association with the products being marketed. And it often works. It does mean that people visiting America are often overwhelmed by the constant stream of marketing.
Germany takes a more subtle approach to its marketing tactics. The German people are industrious and logical people. They are creative and strong-willed and don’t waste time on frivolous adverts. This is why you will find German marketing techniques often are direct and to the point.
Germans don’t need all the fluff and filler when they want to find zuckerfest geschenke für kinder or a new car or Xmas gifts. This means companies can focus more on the product. This is great for consumers as you are presented with all the needed information to make an informed purchase.
You will find that Germany uses less physical marketing as well. While there are still bus-stop adverts, billboards, and posters, they are in smaller numbers than America. Think of it like Times Square vs a Library. One is subtle, quiet, and filled with the needed information. The other is a museum of adverts and bright flashing slogans.
The United Kingdom
The UK has been the focus of the world’s attention for a while now due to Brexit. They have spent four years trying to get a deal sorted. But we mention Brexit as it is a great look into the advertising techniques of the UK.
In the UK, you will find advertising is everywhere, but it is a lot subtler than in the USA. Think of it as a middle ground between Germany and the USA. There are plenty of bus adverts and posters. But they aren’t as in your face or direct. British TV also has stricter regulations about TV adverts as well. Generally, the commercials you see in England are a lot more polished and professional. Not just anyone can get their advert on TV as the prices for it are a lot higher.
Since the nation is so small compared to the USA, any company can really market themselves to everyone. So that means there is a lot more competition. This is why it is mainly the big companies that use traditional advertising techniques.
Brexit is a prime example of how the UK uses more subtle advertising. The Leave campaign employed a lot of stealth marketing tactics to get people on their side. Utilizing a lot of social media and interviews rather than direct marketing. This sort of tactic can be seen a lot in the UK.
Australia is a beautiful land. White sandy beaches with crystal clear waters. Beautiful wildlife and stunning scenery. And the marketing strategies of Australia seem to match this. Like the USA, Australia is filled with cheesy commercials and visual imagery in public. Albeit to a lesser degree, it is still present. But rather than using slogans and catchphrases, Australia banks more into visual imagery.
A large percentage of the Australian population is made up of immigrants. So businesses over there try to appeal to these people by presenting them with images of the traditional Australian dream. Sexy models running along beaches. Beautiful sunsets viewed by a loving couple. Family BBQs in the summer sun.