Editor’s note: Pieter Jansen is a data expert at international data firm BoldData, Amsterdam. 

If your products and services are successful in your home country, there’s nothing stopping you from entering foreign markets. Right? Well, maybe. If you jump in with the same plan you used at home, the initial results may disappoint you, leaving you wondering:

  • What went wrong? 
  • Is the message clear?
  • Did we forget something important?
  • Why is our target group not feeling our brand?  

In this article I will share six tips for bridging cultural differences and creating a successful marketing campaign.

1. Look beyond language

You’ve got a great EDM ready to send out. It’s just a matter of translating. But wait. Do you want to avoid unpleasant or embarrassing situations? Then it pays off to invest a little more time in getting to know your target group. Your message – even if the translation is flawless – might be misunderstood because of cultural differences.

Storks and diapers

It happens to the best of us – just ask Proctor & Gamble. In the 1970s they used an image of a stork and a baby for the introduction of Pampers in Japan. Great idea, right? Except in Japan, storks have no association with babies! Japanese parents just saw a strange combination and ignored the diapers.

Avoid assumptions

Do you want to introduce your products or services into unknown territory? Then simply translating your e-mail is not the right solution. First, check if there is a market demand for your services. Avoid assumptions. Just because your service is a hit in the Netherlands doesn’t mean the German market is waiting for your initiative. For example: a license plate check to retrieve the damage history of second-hand cards might work well in the Netherlands but not in countries where a license plate is linked to a person and the car – or countries where the privacy law doesn’t disclose this information.

2. Pay attention to the greeting

In the Netherlands it’s common to be on a first-name basis when communicating with both companies and consumers. But this is absolutely out of the question in Germany. There are two ways to say you in German: Sie (formal) and du (informal). Always use Sie. Moreover Germans seldom use first names when communicating with a business partner, even if they are followed by last names. Subsequently, Germans use professional titles in their opening greeting. For example, if you’re writing an e-mail to a CEO you would say, “Sehr geehrter Herr Direktor.”

3. Check Hofstede’s cultural dimensions

When it comes to navigating unknown territory, every country has its own norms and values. The Dutch organizational psychologist Geert Hofstede developed a model that maps out cultural differences based on six dimensions: power distance index; individualism vs. collectivism; masculinity vs. femininity; uncertainty avoidance index; long-term orientation vs. short-term normative orientation; and indulgence vs. restraint. It’s an easy way to compare your culture against the culture of your target group. 

Act normal, but not everywhere

When you check the Hofstede model, northern European countries score high on individualism, while southern Europe is strong on collectivism. Self-development is a great angle for a marketing campaign in northern Europe, but not in Spain, which is considered a collectivist culture.

The model also shows that northern European countries have a strong feminine culture. In contrast to countries with a masculine culture, they’re not easily impressed by celebrities and status. Just act normal. American campaigns packed with celebrities recommending the greatest thing ever will not work in feminine cultures. Introducing your product in a masculine culture? You can safely exaggerate it a bit.

4. Use local channels

While LinkedIn is the network for business contacts and B2B marketing, don’t forget local channels! Xing, a European career-oriented social networking site, is popular in German-speaking countries.

Sending out an e-mail campaign? Make sure your data comes from local sources. By doing this you are working to ensure your e-mail list is fully compliant with local data protection laws and all opt-ins are acceptable. In Europe there are big differences in privacy laws when it comes to e-mail marketing. Avoid a fine by going local!

5. Watch out for stereotypes

As mentioned, there are cultural differences between even European countries. Germans are punctual, the French are chauvinistic and the Spanish love their siestas. Of course these are stereotypes, so don’t overdo it! The Germans are pretty proud of their punctual reputation, but the eternal siesta is a sensitive matter in Spain. And not everyone in France wears a beret and striped shirt. 

6. Out of office

Before hitting the send button it’s not a bad idea to check the holidays in your country of choice. Many European countries celebrate Labour Day on May 1. Not a great day to send out your campaign.

Many French people take their summer vacations in August, which essentially causes most of France to shut down during that month. Many smaller companies are closed for the entire month. Want to reach out to SMEs? Wait until school starts!