Does the ideal communication mix for an internationalization process exist?
In our study Comunicar para crecer, we expressed the importance that communication and marketing acquire for companies. This time we talked about a communication mix strategy to take internationalize your brand.
The Communication Mix consists of the combination of all the corporate communication tools so that the company fulfills its objectives. The elements of this concept have changed with the passage of time. Although before working only 4 “p” s traditional square, promotion, price and product; some scholars added new elements to the equation such as people, productivity and quality, process and physical evidence.
Although moving the marketing mix process to the field of internationalization can be a complicated task, Carlos Trelles, CEO of Axon Marketing & Communications, gives us some advice so your probability of success may increase.
Study the receiving market: Keep in mind that not all cultures are the same and each market has its characteristic. First you must study your new target, to make possible the positioning of your brand. Evaluate your strengths and weaknesses. As well as the socioeconomic aspect of that country.
Adaptation of the product or service: Once you obtain the result of your market study, analyze which is the product of your portfolio with more chances of success with this target. One option is to modify your product or service to guarantee an adaptation.
Political and legal aspects: Remember that once you have studied the market and target, you should also study what the laws of the country are with respect to your product or service. Not only for an aspect of compliance, but also but also with the quality standards that country has.
Strategic promotion: You must study what are the best means to promote your product or service, as well as the fairs and events where your target audience is. You can also visit workshops where you will know how the competition develops locally. If you speak a language other than your local market, you must adapt all your promotional guidelines.