Tips for advertising your brand in the United States.
The United States is a geographically wide, highly technological, multicultural and very diverse market, which many companies find exciting, yet also frightening.
The first thing to consider is whether or not this is a priority market for you. In order to establish this, companies are required to analyze the political, social, economic, technological, legal and environmental situation of the country and offset it with their brand to identify if it is indeed appropriate in this market.
If a business finally decides that the United States is the market in which to develop its brand, many questions arise from a communications point of view about how to do it: “Do I advertise nationally, or do I limit myself by state? Which media outlet do I use? With what message? In which season?” …Along with an endless number of other concerns and questions that at IM+C we help to answer. We also guide you in designing the appropriate strategy while executing and managing it in such a way to minimize risk and maximize your brand’s success.
To begin with, it is important to have a clear idea of the communication objective. Many companies want to start selling through their brand from day one, without keeping in mind the consumer they are trying to reach and forgetting that the initial work of a brand must be to make itself known through notoriety and frequency. It’s important to define what you want to achieve, when to achieve it and how to achieve it all the while establishing limits in terms of time and money spent as well as the number of dedicated staff members to invest in.
The next step is to study who your consumer is. Nowadays the impact level of advertising on the consumer is enormous and in order to attract their attention, it’s essential to understand their needs, problems, purchasing behavior and above all, why they would buy your brand instead of a competitor’s. To establish this, it’s necessary to know who these direct, indirect and complementary competitors are, as well as knowing what communication activities they carry out. This will clearly help to identify strengths, threats, weaknesses and opportunities which is key to the success of any brand.
Once you have reached the above conclusions, you must work on a message that can correctly communicate the mission and values of the brand, telling its story in the most attractive way possible and in the language of the target audience (which is not always English, and although it depends on the generation, in the U.S. there are 60 MM Latinos of which 41 MM speak Spanish at home).
The message needs to be communicated through the right media outlets that correspond to the initial objectives. This selection of media outlets must consider the level of reach over the target audience, the costs of its formats and of course its interactivity and possibility of measuring results. This is one of IM+C’s specialties for which it is recognized, because finding the perfect cohesion and integration between the message, the creativity and the media is not within everyone’s reach.
After launching a message in the media, today more than ever thanks to technology, it has become easier to effectively measure results in shorter times, which helps in making optimization decisions and improving subsequent communication campaigns.
As such, it is important to ask yourself before executing any communication campaign what are the tools that will help and if these tools are within the reach of the selected media.
The more data and information that can be obtained about the results, the less risk and insecurity there will be. This is a major reason, along with the level of reach over the target audience and innovation, why digital media is increasingly the channel of choice for brands and why traditional channels are less and less popular.
Platforms such as Facebook, Instagram, Google, LinkedIn and newer ones such as Amazon, offer powerful possibilities with a high level of advertising segmentation, interactive formats and powerful optimization tools.
However, because of the way they are designed, a high level of technical knowledge and constant attention is needed to maintain results at an optimal level, which is why it is advisable to rely on experts such as IM+C who are able to bring such skill to the table.
In short, these are some of our recommendations here at IM+C. And remember, if all the work is done efficiently it is very likely that the consumer will organically promote the brand in the U.S. and it is here where perhaps one of the most important yet forgotten parts of advertising arises: consumer loyalty, generation of “Brand Ambassadors” and “Word of Mouth” are what really ensure that a brand remains recognized in the medium to long term.