Spain
Marketing a Business in Spain
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Marketing a Business in Spain
The international transition of a business is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of Spain; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.
Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas, in a country like Spain, is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.
Advertising and Sales promotions in Spain
The main international advertising agencies are present in Spain. Large local firms, as well as numerous smaller agencies, are also able to offer services in the field of advertising. The standards are high, as Spanish professionals in the field have a strong reputation.
Spanish consumers are avid readers of newspapers and periodicals, which provide an effective means of advertising new consumer products, but circulation figures are not high by European standards. Advertising in TV may be more costly, but far more effective.
E-commerce is still not widely used in the country as it is in Britain, and the potential is huge. Having an effective company website is compulsory.
Hundreds of trade fairs are held each year in Spain. Fairs have an important role in the economy and they are an effective way to marketing in Spain, in particular for industrial goods.
Cultural Sensitivity
Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.
As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.
Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.
Spain is the Latin country par excellence, however considering it as unique entity is a mistake. Regionalism is strong in the country, with several regions asking for independence. Make sure your marketing in Spain is tailored on the profile of the region you are targeting, gathering as much information as possible BEFORE embarking in a business adventure in the country.
Some common traits are the traditional basis of the society, which is the family, as usual in Latin countries. Family is the basis of the social structure and includes both the nuclear and the extended family, which sometimes provides both a social and a financial support network.
However, Spain has recently gone through a in-depth change. In the last decade familial networks have become less tight. The greatest changes have occurred inside families, between men and woman, and the parents and children because the values that inspire these relations have changed. Today, it is less common than previously for family members to work in a family business, as personal preferences are important and university education is general.
Traditional traits like Machismo, which is the word for male dominance, and the culture of old men who created it has changed dramatically and it is now regarded as obsolete and offensive.
Spain has become a very equalitarian society, the birth rate is the one of the lowest in Europe, and women are present at university and work.
Religion feelings are still strong in Spain. The majority of Spaniards are formally Roman Catholic, although different religious beliefs are accepted. Religious traditions are still felt, although they manifest more like a cultural event than a religious one.
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