How to Use Visual Storytelling in Regional Marketing?How to Use Visual Storytelling in Regional Marketing? https://www.visualstorytell.com/wp-content/uploads/2021/04/Regional-Marketing_thumb.png 366 222 Shlomi Ron Shlomi Ron https://secure.gravatar.com/avatar/906bcce31d9695cb030087534b5f0f6e?s=96&d=mm&r=g
Do you market your products globally? If so, how do you customize your visual storytelling strategy to local markets?
I often talk with clients about the importance of adapting your visual story to your actual customer experience to maximize response.
Makes sense, right? But you’d be surprised how easy it’s for a global brand to over-automate and disregard the local nuances.
During my career, I have worked for various global brands like IBM, Nokia and American Express, driving global campaigns in various regions. It was mission critical for us at the global side to work closely with local teams to ensure an optimal blueprint for adapting our global stories to local stories – a practice that is also called glocalization.
That’s why on this episode of the Visual Storytelling Today podcast I explore How to Use Visual Storytelling in Regional Marketing?
To help me unpack this exciting topic, I talked to Jacqueline Elboghdadi, Regional Senior Marketing Director at Alshaya Group – a leading international franchise operator that delivers great shopping, dining and leisure experiences – based in Dubai.
We talked about her journey, the process of adapting visual stories around global brands to various regional markets, success metrics, key examples, and much more.
Watch the full video recording of this interview:
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You can also listen to the audio podcast of this episode.
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Some of the questions I asked Jacqueline:
- Can you share a bit about your backstory and what was that magic moment that made you decide to pursue a career in marketing?
- A question I asked all my guests. How do you define visual storytelling?
- Can you describe the end-to-end process you take when translating a global visual storytelling strategy for P&G/Alshaya products into local markets to keep them relevant?
- Can you show 2-3 examples of successful adaptive visual storytelling campaigns (you’ll share your screen with examples)?
- What are the common challenges you face in your brand adaptation process (AKA Glocalization)?
- What are the typical success metrics you set for your campaigns and how do you measure them?
- What would be your top 3 tips for creating adaptive visual storytelling campaigns?
- And much more!
Are you running global campaigns? How are you localizing your visual stories?
Shlomi Ron is the CEO of the Visual Storytelling Institute (VSI), the primary think tank that brings the gospel of visual storytelling from the world of art into marketing. A digital marketing veteran with over 20 years of experience working both on the agency and brand sides for Fortune 100/500 brands such as Nokia, IBM, and American Express. He started VSI to combine his marketing expertise with his passions for visual stories stemming from interests in classic Italian cinema (cafePellicola.com) and managing the estate of video art pioneer, Buky Schwartz (BukySchwartz.com). At VSI, he helps brands rise above the communication noise through visual storytelling consulting, training, and thought leadership. Select clients include La Mer, RTI International, Cable & Wireless, Pearson Education – to name a few. He currently teaches Brand Storytelling at the University of Miami’s Business School. Thought leader and speaker at key marketing conferences. He is also the host of the Visual Storytelling Today podcast, which ranks in the top 10 best business storytelling podcasts on the Web. His book: Total Acuity: Tales with Marketing Morals to Help You Create Richer Visual Brand Stories. What makes a good story? He always says "The magic happens the moment your brand story mirrors your customer’s personal story." Outside work, he is a nascent bread baker, The Moth fan, and longtime fedora wearer likely to jive with his classic Italian cinema interest.All stories by: Shlomi Ron
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