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IMC ReportIntegrated Marketing Communications

Objective

Market entry

Introducing a brand to a new country, region or audience.

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Market entry introduces a brand to a new country, region or audience where few people know it yet. A newcomer has to spend to be heard, so an integrated plan builds awareness and credibility through advertising, press relations, local sponsorship and local creators. It adapts the message to local language and habits while keeping the brand recognisable, and makes the brand easy to find and try.

  1. 1 Objective
  2. 2 Audience
  3. 3 Message
  4. 4 Mix
  5. 5 Run
  6. 6 Measure
The integrated plan cycle: Objective, Audience, Message, Mix, Run, Measure, then back to the objective.

Every integrated plan starts from its objective, here Market entry, and comes back to it once measured.

What matters when choosing

  1. Local insight into media habits, platforms and buying behaviour, rather than assuming the home market's mix will travel.

  2. Partners with real local relationships: the press, creators, sponsorship rights holders and publishers.

  3. Copy written or adapted by native speakers and checked against local rules on language and advertising.

  4. A budget set for the new market from its own objectives, not a share copied from the home market.

  5. Measures in the new market itself: awareness and share of search to steer, trial and first customers to prove.

Questions to ask vendors and agencies

  1. What do people here already know or assume about brands from where we come from?

  2. Which parts of our brand must stay the same everywhere, and which can change locally?

  3. Who on the ground will check language, rules and cultural fit before anything is published?

Common mistakes

  1. Translating the home campaign word for word instead of adapting it.

  2. Spending like an established brand: too little, spread too thinly to be noticed.

  3. Using the home market's platforms and channels when the local audience is elsewhere.

Typical disciplines

Platforms that fit (2)

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