Business Intelligence, SEO and social media are all tools designed to help you reach your target audience as efficiently as possible. However, knowing how to reach your intended audience isn’t everything. To truly affect consumers in a way that will drive them to purchase your products and services, you need to be able to communicate with them in a way that resonates within their psyche, making them feel like your marketing efforts were truly designed to take their specific needs as individuals into account. The only way to effectively achieve this is to communicate with them using their language and observing their social and cultural norms and specificities. This is no easy feat, and every year, companies spend billions on research that will enable them to communicate with different publics in a way that makes them think the company’s products and services were designed and marketed with them in mind.
Hashkey’s Cross-Cultural Marketing Program is the result of over 70 years of combined experience operating in markets that use different languages, and who live by completely different cultural and social norms.
Hashkey puts this knowledge and experience at your disposal so that once you’ve established efficient tactics to reach your target audience, you’ll be able to communicate with your publics in a way that respects their language, culture and social standards, thereby making your marketing campaigns as successful as they can be.
A good, simple example that can exemplify the importance of cross-cultural marketing research is a car developed by Chevrolet in the 1980’s: the “Chevy Nova”. The word “Nova” was supposed to make consumers think of the word “new”, and make them more curious about the new features available in this model. However, it didn’t occur to the Chevrolet marketing teams that “No-Va” means “no-go” (or “won’t drive”, “won’t move”) in Spanish. Once the car hit the huge South American markets, not only was the car a laughing stock, but sales were ridiculously low, since no one wants to buy a car whose name amounts to “won’t move” in their language.
Had Chevrolet dedicated a portion of their marketing budget to cross-cultural research, they would have never made this blunder, which cost them a huge amount of sales, and, perhaps more importantly, cost their company a lot of credibility, which is harder to recuperate than the money they lost because of the low amount of sales.