If there is one thing we know about a marketing strategy is that the same actions will never have the same effect on different audiences.
While the term “tropicalization” as defined by the Merriam-Webster Dictionary website reads “to fit or adapt for use in a tropical climate, especially by measures designed to combat the effects of fungi and moisture” tropicalizing is not a term too far away from the advertising world: strategies might not be adjusting to tropical climate, but they need to be adjusted based on where and to whom we are trying to relay a message.
In advertising, tropicalization can involve adapting visual elements such as colors, images, and graphics to suit local preferences and cultural norms. It may also mean adjusting language, tone, and messaging to ensure they resonate with the target audience.
Why is Tropicalization Important?
Tropicalization is especially important in countries or regions where there are significant cultural differences or language barriers: Mazda, for example, was unable to sell their model “LaPuta” in Latin America without changing the name given that those Spanish speakers literally be riding a car called “The Prostitute”.
By adapting the advertising strategies and brands to suit the tastes and preferences of the target audiences, we ensure that our campaigns will be effective and improve their chances of success.
How Can I Adjust My Strategy?
Adapting to a new audience is not simple. The first step in tropicalizing an advertising campaign is to perform market research. We should be able to understand the local culture, language, customs, values, and social norms. Conducting surveys, focus groups, and interviews with our audience can provide valuable insights into what resonates with them.
Once we know our audience and have defined WHO we are talking to, we can work on adapting the messaging and language of our campaign. Adapting the message may involve translating it into the local language or using colloquialisms and expressions familiar to the local audience. We should as well adapt the visual elements- changing the color scheme, images, or graphics – to better resonate with the target audience.
Once the messaging is adjusted, we should identify the most effective media channels for reaching the target audience. Selecting the media – either regular or social media – where we will share our message can make a difference.
Once we are sure that the message is fully localized – this means all translations are accurate, all visual elements are culturally appropriate, and that it meets local advertising regulations – we need to test and refine. Once the campaign is live, we should monitor its effectiveness and adjust as needed. Collecting data and feedback from the target audience can help us ensure that the campaign resonates with them and allow us to adjust to improve its effectiveness.
I am NOT Planning to Expand Outside My Country. Why is Tropicalization Still Important?
Believe it or not, audiences in the same geographic area can be quite different based on other factors such as age, culture, and personal beliefs. Knowing who your audience is and how to deliver the message can be the difference between succeeding and staying behind.
