10 businesses we admire for brilliant global marketing
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4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/33857/10-Businesses-We-Admire-for-Brilliant-Global-Marketing.aspx 1/14
10 Businesses We Admire for BrilliantGlobal Marketing
by Hannah Fleishman
November 30, 2012 at 2:00 PM
Just a few weeks ago, we looked at the ins-and-outs of Facebook's new Global Pages -- a
platform for brands to easily share region-specific content with international markets.
Dankeschön, Facebook. No longer is global reach reserved for deep-pocketed brands, nor is it
an incredible hassle for already over-burdened social media and community managers.
In fact, a global presence is possible for any business with a creative strategy and an
understanding of world markets. To give you an idea of what a great global marketing strategy
Inbound Hub ≡
Inbound Marketing
MARKETING SALES
INSIDERS OPINION
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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looks like, we've compiled some brands that
totally "get it." Take a look at ten companies
which have traveled successfully across the globe
with their marketing!
1) Airbnb
Airbnb is the Craigslist of apartment rentals. The
company, launched in 2008 out of San Francisco,
has taken its national service to 192 countries for
users to rent short-term apartments from other
users. How did this start-up grow up so quickly?
Unlike Craigslist, Airbnb has a fun, more user-friendly website that showcases the brand's
transparent, trusting personality. The website is now available in 21 languages with consistent
information, style, and personality to appeal to like-minded users across cultures. Notice the
carryover between this page, for example:
And this page:
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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You're looking at Airbnb's mobile app page in both German and English. The brand tailored the
headline to fit the language: in English, it reads '...at your fingertips' but in German it reads '...on
your cellphone' using the less formal term for cellphone, 'Handy'. The brand tweaks its content
to best suit the culture, but it's still obvious which brand you're interacting with regardless of
language. And I think this global focus is working -- in 2011, Airbnb rentals in Italy saw a
946% increase and the UK at 748%. The company also opened 9 overseas offices in the
past 4 years to accomodate its growing global presence. Having a strong, consistent voice
across languages is a key factor when going global.
2) Rezdy
Some companies may not be trying to attract global markets directly, but if their clients are, they
better know how. Rezdy is an Australian-based reservation software designed to make online
booking smoother for tourists and agents alike, a valuable tool when over 60% of travellers
make reservations online. Though Rezdy's clients are Australian-based, they need to cater to
their clients' international visitors. Click on the screen shot to check out this fun video on
Rezdy's homepage:
The first feature the video spotlights is 'Internationalisation.' The video walks us through how
easy the service is for users, but is sure to emphasize the language and currency customization
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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tool upfront. Even if your company is marketing to other regional companies, consider their
global customers as if they were your own.
3) World Wildlife Foundation
WWF took its Earth Hour initiative, a voluntary worldwide event where participants turn off their
lights for an hour to show how easy it can be to battle climate change, and brought it to
Norway's mobile audience (1 in 4 Norwegians have 3G mobile access).
Scandanavian countries like Norway experience extreme daylight hours throughout seasons,
making the country ready for WWF's Blackout campaign. Using digital agency Mobiento, the
nonprofit placed the Blackout Banner across Norway's top media sites to promote Earth Hour.
With one tap of the banner, the screen went black. Finger swiping the black screen slowly
revealed the Earth Hour countdown. The banner attracted roughly 1,000,000 impressions and
the campaign received three 2012 MMA Global Mobile Marketing Awards.
Case: Black out rich media banner for WWF Earth Hour from Mobiento.
Have a cool idea? Don't be afraid to try it out on one international market -- just make sure it's
the appropriate audience. Also, don't be afraid of the dark.
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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4) Durex
The UK-based condom manufacturer is number one in the industry with 34% market share
across 130 countries. Sure, sex sells, but how does Durex sell such a taboo product in
foreign countries? All jokes aside, Durex is sure to play it safe. The company developed an
internal platform for its marketers from different countries to connect and discuss the brand's
presence overseas.
Anna Valle, head of global marketing for Durex, said of the online community, "It will help us to
share the global vision, to engage, and be more consistent." Discussion among marketers
fuels localized campaigns with an overarching brand personality -- risque. For example, check
out this recent image Durex shared on Sina Weibo after President Obama had been re-
elected. (Fair warning: if you don't like raunchy and/or political humor, don't click.) 12 hours
after being posted, the image was forwarded 43,000 times with over 12,000 comments.
5) Pearse Trust
With offices in Dublin, London, Vancouver, and Atlanta, Pearse Trust has grown to be a global
authority on corporate and trust structures. But it takes more than offices all over the map to
reach an international audience. That's why Pearse Trust keeps content flowing on its
Facebook page that engages its various markets. In this screenshot below, you can see
Pearse Trust posts daily content featuring international affairs relating to the company's
practice.
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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Within 3 days, Pearse Trust made daily Facebook posts, leveling out external articles with
Pearse Trust content, featuring news from Germany, Ireland (where they have a Dublin office),
and the UK (where they have a London office). This is a great example of focusing on common
interests shared among your company's various markets while making the content relateable to
customers by region.
6) McDonald's
We all know it's a successul global brand, so unlike their menu, I'll keep it light. While keeping
its overarching branding consistent, Mcdonald's practices 'glocal' marketing efforts. No, that's
not a typo. McDonald's brings a local flavor, literally, to different countries with region-specific
menu items. In 2003, McDonald's introduced the McArabia, a flatbread sandwich, to its
restaurants in the Middle East.
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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You can also find the McVeggie in India or the EBI-Fillet-O shrimp burger in Japan. This glocal
approach has helped put McDonald's at #7 on Interbrand's Best Global Brands 2012.
7) Innocent Drinks
Innocent Drinks is the leading smoothie company in the UK with 75% of the market share in
2011 -- additionally, Innocent products are now available in 13 countries across Europe. The
company is known to have "chatty branding"; for instance, the website is very bubbly with
contact information that reads "call the bananaphone" or "visit the Fruit Towers."
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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The brand won the #1 spot on Headstream's Social Brands 100 for its entertaining and playful
online presence. Headstream attributes Innocent's online success to keeping the brand's
personality in tact across 13 countries. "Key to Innocent's success," they said, "has been a
consistent tone of voice -- one that's natural, honest, and engaging -- making social activity feel
like a natural extension of the company's personality."
Global expansion and rapid growth can sometimes distract a company from consistent
branding. As marketers, we need to be sure our brand's voice is interpreted the same way
around the world.
8) Unger and Kowitt
The phrase 'glocal' can be defined as "Think Globally, Act Locally." But what happens when you
switch the two around? Woah, fasten your seatbelts -- literally. Unger and Kowitt is a traffic
ticket law firm based in Fort Lauderdale defending drivers in the state of Florida. Not very
global, right? Well, Unger and Kowitt understands that America is a melting pot and that Florida
is bursting at the seams with different cultures and languages.
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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Though a domestic service, the firm's website is available in English, Spanish, Portugese, and
Creole. With these options, Unger and Kowitt can cater to Florida's nearly 3.5 million Floridians
who speak Spanish, Portugese, or Creole. Don't miss out on expanding your client base --
sometimes you don't have to look far to attract international business.
9) Coca-Cola
Coca-Cola is a great example of a brand using glocal marketing efforts. Though a large
corporation, Coca-Cola focuses on small community programs and invests a lot of time and
money in small-scale charity efforts. For example, in Egypt, Coca-Cola has built 650 clean
water installations in the rural village of Beni Suef and sponsors Ramadan meals for children
across the Middle East. In India, the brand sponsors the Support My School initiative to
improve facilities at local schools. Not to mention, the brand sticks with selling an emotion that
can't get lost in translation: happiness. Now, tell me this doesn't look like fun:
Coca-Cola Happiness Truck Brazil 30 Sec Commercial
0:00 / 0:31
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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10) Results.com
Ten points at #10 for Results.com, a business execution firm with offices in New Zealand,
Canada, and the United States. This global company knows the importance of delivering on
your promise, no matter how far that delivery may take you. On the website, Results.com says
"We have global influence" and can provide "face to face consulting to companies from around
the world."
Results.com does, in fact, bring face to face consulting to its customers. The company is
bringing John Spence, marketing consultant and guru, from Florida to New Zealand in March
2013 to share his ideas with CEOs and business managers in the region. Since November
2010, the company's website traffic has increased by 180% . I wouldn't be surprised if
events like this are generating buzz down under!
What other brands out there do a great job with their global marketing?
Image Credit: caruba
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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11/30/2012 9:09:57 PM
11/30/2012 9:23:33 PM
11/30/2012 9:53:31 PM
Dan
Wow, great list!
I've checked out Coca-Cola and McDonald's before because I know they love viral Facebook
campaigns but I will have to look into the rest :)
Cheers
Deepak Gupta
Mickey D's should have done a McCurry Chicken Sandwich in India!
Paul
The PC police gave Durex a failing grade for promoting racial stereotyping.
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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11/30/2012 11:15:45 PM
12/1/2012 12:15:31 AM
12/1/2012 1:58:47 AM
12/1/2012 6:25:01 PM
12/1/2012 6:25:27 PM
12/1/2012 7:35:22 PM
Tom Sadtler
This is a great list. It also helps if when you are on line in Europe, you do as the Europeans do.
Here's an ebook that you may find helpful "15 Tips to Improve Your European Online Presence"
Keller Coleman
Wow how exciting these companies are. Got some good ideas from them also. Great post.
Nubi
Great list. Any of these had strong marketing via mobile web?
Asipire to succeed
For internet marketing tricks and starters visit:
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Asipire to succeed
For internet marketing tricks and starters visit:
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Chandra
Great list
inspired me to extend my business
thanks
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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12/3/2012 1:25:28 PM
12/3/2012 2:41:56 PM
12/3/2012 11:58:33 PM
12/5/2012 6:27:35 PM
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12/7/2012 9:45:10 AM
nicy
that obama ad is a class one
Alex
What about Hubspot? When it´s going to be multi language?
Maciej Fita
These companies get it right because everyone from the top down and bottom up embrace the web
space. The challenge comes in when a company has been built without any internet marketing and
you have to sell upper management on why it is important for future growth.
Elizabeth
awesome list! The Coca-Cola campaigns are always innovative and fun to watch!
Marie
Excellent article with lots of helpful links. Too good to be a blog.
Mark Weyland
Its a real treat to find such companies increasing their customer base to foreign countries through
proper social media marketing techniques. if these companies can do it, then why not others, as
well?
I believe that in order to tap the proper benefits of efficient social media marketing, you need to
know the inside out of such tools and techniques. if you use online marketing tools blindly, then you
4/21/2014 10 Businesses We Admire for Brilliant Global Marketing
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may not get the desired results.
If these tips can give some useful tips then other companies can also follow their footsteps.
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