Crossing the Divide: Marketing across Cultures

In the English speaking world we often take for granted the fact that we can put up marketing in English and it will be widely understood. Whilst there are some variations between geographic areas UK vs US English (for example) - overall one can expect there to be a level of understanding.

And it is often easier for non-US countries to market into the US as there is so much media coming out of the US that many of us learn more about the US than any other English speaking country.

However when we get into marketing campaigns in countries whose first language is not our own, or even countries that are not the US, it takes a significant amount of extra work to understand the market we’re communicating into.

It isn’t really enough to plug a campaign into ChatGPT and to expect results.

You really need to learn about the culture.

Take, for example, Mexico. The 13th largest country in the world by land area, and 10th largest by population. I like to feel that I know the country reasonably well - I’ve spent a considerable amount of time in the country, my wife is Mexican, and I speak passable Spanish.

But, as with any culture, it has nuances and niches that I still haven’t learned.

As a culture with such a diverse geography and culture, it is easy to miss things.

In the UK I often find myself having to explain and reexplain many of the weird “in-jokes” and nuances we have in our culture. Monty Python and Doctor Who, for example, when it comes to popular media. And why it’s a bad idea to suggest someone from Dudley or Wolverhampton is “from” Birmingham.

But, likewise, I had to be taught who Luis Miguel is. A national icon in Mexico, but almost completely unknown in the UK. I was also bemused to learn that there is a national argument (mostly between Mexico City and the rest of the country I am told) about whether quesadillas need cheese in them. (I’m on the team that says they do need cheese by the way, it’s in the name!)

This means that when we’re marketing into other countries and cultures there are opportunities and risks that we miss if we don’t learn more about that culture.

For example, anyone in Mexico will be able to tell you why “Se compran colchones, tambores, refrigeradores, estufas, lavadoras, microondas, o algo de fierro viejo que vendan” is so frequently used in comedy there. Whereas, someone from outside the country, will merely be confused as to why everyone is playing this recording of a girl talking about buying microwaves. And they’ll also know why Gloria Trevi is such a controversial figure, whereas an outsider might think she’s just a singer-songwriter worthy of a sponsorship deal.

There’s also another very important aspect to consider here: if you learn about marketing in other cultures you can identify ideas that have worked there that may well work in your own country.

Dr. Simi

One of my favourite marketing strategies in Mexico, for example, is the one from Farmacias Similares. They’re basically a budget pharmacy brand, but they have become so much more, with “Doctor Simi” plushies being commonplace (and frequently thrown on stage at concerts) and, even, a theme park-style brand in the historical centre of Mexico City.

The brand is loud, unashamedly obnoxious, and extremely effective.

The lesson here? Localisation of marketing efforts isn’t just about accurate translation: it’s about understanding the culture you’re marketing into.

Else, at best, you’re missing opportunities. And, at worst, have the potential to run into a scandal.