HOW TO: Set your sights overseas
Amanda Alexander, Whichmedia
There's no magic wand for instituting your first international campaign just a practical and efficient approach to information gathering, with meticulous attention to detail, an openness of mind to acknowledge and embrace the business and cultural differences and a willingness to research the new marketplace(s) carefully, rather than opting for an unsatisfactory quick fix.
Don't assume that whatever works in one country can automatically be rolled out internationally. A template-based approach isn't sufficient, so research your creative concept to see how it is received internationally.
Whilst you will be prepared for considerable international marketplace variances within your sector, in large countries such as the US, the media and marketplace can differ significantly from state to state.
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