Waseem Saddique
offers further advice on getting your British brand into the Brazilian market
Many British brands are able to add a vast knowledge of
digital marketing and advertising to the Brazilian economy, however, many
Brazilian advertising executives suggest that British businesses lack the
understanding of Brazilian interests in order to take their digital advertising
to the next level.
Many British brands that have tried to penetrate the
Brazilian market have done so by creating a frenzy of ‘hype’, without
delivering a product or service to back up the hype, or that appeals to
Brazilian culture.
How can this be
improved?
In the first instance, British brands really need to
understand the people they are aiming their brand at. Many Brazilian
advertising experts recommend adding some ‘Brazilian flavour’ to an advertising
or marketing campaign.
Waseem Saddique comments: “there are many ways that British
brands can make themselves more attractive to the Brazilian consumer. One such
way is to Sponsor major Brazilian events using the digital element that British
brands utilise so well.”
For example, the Rio de Janeiro Carnival takes place every
year and provides the perfect platform for British brands to advertise and
market themselves to the whole Brazilian nation, using digital marketing and
incorporating that Brazilian flavour, which will appeal to the Brazilian
culture.
The Brazilian nation also loves its football and with the
FIFA World Cup set to arrive on Brazilian shores in 2014, this scenario is
perfect for British brands to really establish a solid advertising or marketing
campaign using digital media to its full potential.
If there’s one thing that Brazil and Britain has in common,
it is the love of football. Therefore, this puts a British brand in a much
better position to understand Brazilian culture as they share a common passion.
In 2016 Brazil is also set to host the Olympic games and
with Britain hosting the 2012 Olympic games, another common theme is already in
place for British brands to break into the Brazilian market.
There is in fact
so much that British brands can learn about Brazilian culture over the coming
years that will help them to establish a strong advertising and marketing
presence in the Brazilian nation, particularly through the use of digital
promotion.
As a note of caution, what British brands need to be wary of
is assuming that because they are from an established Western nation that will
be enough to ensure the survival of the brand because the demand for Western
products is high.
However, without adding that touch of Brazilian ‘flavour’ to
an advertising campaign or to a product or service, the Brazilian consumer is
very unlikely to be won over. Pure ‘hype’ alone will do very little to impress
or have an impact. The British brand needs to give itself a ‘Brazilian edge.’
