Glocal marketing
GOING GLOCAL
Stuart Bradbury , London-based CEO of experiential agency Brand Experience , offers insights on the importance of respecting cultural nuances , creating impactful sporting events abroad – with most recent reference to Mexico and Canada
W hen organising large-scale sporting events in Mexico and Canada , understanding and respecting cultural and social nuances is essential for success . GloCal marketing – adapting global strategies to resonate with local cultures , languages , customs and consumer behaviours – has become a necessity in today ’ s interconnected world . It goes beyond simple translation to embed cultural nuances and community values into every aspect of the approach .
Cultural sensitivity In Mexico , sports like soccer , boxing and lucha libre are more than entertainment – they are deeply tied to national pride and community identity . Mexican culture values family and connection , making inclusivity and shared experiences critical components of any successful sporting event . The Formula 1 Mexican Grand Prix , for example , is more than a high-speed spectacle ; it is a celebration of Mexican culture . The event showcases local drivers and fans who express their national pride , fostering a sense of unity and deeper engagement with the audience .
Canada ’ s multicultural and bilingual make-up presents a different set of considerations . Hockey and lacrosse hold iconic status in Canadian sports culture , but events in cities like Toronto , Montreal and Vancouver must cater to diverse audiences . In Quebec , the French-speaking community ’ s preferences must be prioritised , while in Toronto , a more multicultural audience demands messages that resonate across various languages and cultural backgrounds . A nuanced understanding of these regional distinctions ensures relevance and strengthens the connection between the event and local communities .
The Formula Woman initiative A compelling example of GloCal marketing is the Formula Woman initiative , which demonstrated how global brands can tailor their messaging to specific markets . In Mexico , the programme embraced
Above : Stuart Bradbury
Left : Going GloCal down in Acapulco can be a very different race to run than in , say , Quebec
themes of empowerment and social progress , aligning with local values of family and community . Meanwhile , in Canada , the initiative highlighted diversity and inclusion , reflecting the country ’ s multicultural identity . This strategy helped Formula Woman create an emotional connection with female audiences in both regions , transforming the campaign from a promotional effort into a movement that resonated deeply across different markets .
Key strategies for successful events 1 . Understand Local Culture : In Mexico , the focus should be on creating family-oriented , community-driven experiences , while in Canada , it is essential to address the diversity and bilingual nature of the audience . Authenticity is achieved by recognising and respecting these cultural distinctions . 2 . Localise Marketing , Don ’ t Just Translate : Adapting messaging to reflect local customs , language preferences and consumer behaviours is crucial . Simply translating a global message will not suffice . Instead , the marketing strategy must reflect local values to ensure deeper engagement and relevance . 3 . Engage with the Community : Collaborating with local athletes , celebrities and cultural figures can strengthen the emotional connection with the audience . People are more likely to engage when they feel an event is tailored specifically for them , fostering long-term loyalty and trust .
By adopting a GloCal approach and embedding local cultural nuances into their strategies , event organisers can create impactful , memorable experiences . This not only drives immediate engagement but also builds long-term loyalty and trust , ensuring the success of large-scale sporting events in these culturally rich regions . n
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