Speaking with one voice
In any communications plan, you must know who you are talking to and why.
There will be contexts where a team or league wants to hone in on a specific market – perhaps ahead of a fixture in that country or during an important national holiday. And there are also times when it feels like the whole world can unite around one message.
The decision to work towards a universal social strategy or create distinct channels will depend on several factors, like the nature of your business, your target audience, and your marketing goals.
A universal social strategy works best when your target audience is global and has similar needs, behaviours, and preferences across the board. It allows you to maintain consistent brand identity and messaging everywhere, reducing the need for extensive localisation efforts.
Distinct channels are more suitable when there are significant cultural differences between markets, and the target audience has distinct preferences and behaviours. In this case, differentiating your content and messaging can meet unique local needs.
Most organisations will want to find their own balance. If your target audience is primarily based in one place but you have a significant presence with distinct cultural differences elsewhere, then the best fit may be a universal strategy.
Ultimately, the key to success is understanding who you are trying to reach and determining what will land best with them. A thoughtful, logical approach can help your brand communicate in the right way in the moment – no matter where you happen to be.
Ready to take your international strategy to the next level? Get in touch now to understand how WePlay can develop a targeted, localised strategy that meets your growth marketing ambitions. Don’t wait, contact us today and let’s start growing together!
