Key steps you can take to avoid asset wastage

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Make your creative concepts go further and protect your marketing investment by adopting a one-world, many-mindsets approach

Here’s how an effective and efficient localisation strategy can save costs and avoid asset wastage.

We understand the importance of delivering creative concepts that are on brand, on budget and on time. But what happens if your global campaign lacks cultural relevancelocal impact? Asset wastage. In other words, marketing and advertising collateral that isn’t used by local market teams and sits in a DAM, unused.fails to resonate around the world.

Respond to regional difference

Considering the time and money that goes into a centrally produced campaign, procurement teams must ensure that assets are culturally relevant and take local market requirements into account. effective in-market.

We live in an increasingly globalised world, but it’s essential to remember that consumer attitudes, values and behaviours are local. That’s why a one-size-fits-all strategy simply won’t work. If you don’t recognise and respond to regional differences you run the risk of:

Spending a significant amount of budget on a campaign that hasn’t been considered from a local perspective and ignores what people think, do and buy in each marketLocal market teams producing assets that don’t adhere to business objectives and dilute the global brandConfusing the customer journey and introducing brand inconsistencies in terms of look, feel and tone of voiceDuplicating the efforts and resources of your internal teams and external / partner agencies

Develop a localisation strategy

You can throw everything at a global campaign, but that doesn’t mean it will work in every region where it appears. And it’s not as simple as translating a few taglines. Brands that go the distance to develop an effective and efficient localisation strategy tend to outperform the competition.

That’s because every audience segment and market context is unique. And it’s only by carrying out research that you can find a bespoke solution. Start developing your localisation strategy by:

Understanding the problems your products and / or services can solve – ask questions, challenge assumptions and interrogate every target marketOnly producing assets that the local market needs by involving them carrying out upfront planning from the campaign’s inception Gathering and acting upon local insights and conducting cultural consultations to understand how you can best localise global assets Being smart and deploying proven planning methods and structured thinking – you don’t need to start from scratch every time

Connect teams and ensure collaboration

Embrace a culture of communication between global, regional and local teams – from media planning and buying to production and creative testing processes. This ensures you don’t miss any insights or expertise and that everyone is on the same page.

Find a localisation partner

Work with a trusted localisation partner to build an effective and efficient global-to-local strategy. Brief them in detail on your business objectives and they’ll draw on consumer behaviour insights and local market knowledge to ensure your content works wherever it appears, while always maintaining brand consistency.

When you work with Freedman, it’s easy to establish a universal approach. By accessing our expertise, you can develop a best-in-class approach to localisation that avoids asset wastage.