4.6 Theme 4: Worldwide practices in addressing cross –cultural differences in marketing communications

4.6.1 Subtheme 1: “From smallest to largest” and “from largest to smallest” approaches

The crucial idea of this subtheme refers to the method “from smallest to largest”, that implies adaptation to every single nation, considering target market features and preferences. Or “from largest to smallest” method that means adjusting to already existing marketing communications to national settings (Oosthuizen, 2004).

It was asked: “Do you create ad for every single nation with regards to its mentality or you adjust already existing ad to Russia and Ireland?”

Although the marketer of Hotel Chain “S” noticed cultural differences between Irish and Russian tourists, the content is the same due to limited budget.

“We actually don’t. We know that the ideal advertising campaign would include cultural difference and it would be perfect if you could make a different campaign for each market. However, we have a specific budget …therefore we just have a global campaign…with the same content for everyone.”

Travel Agency “I” adapt main content to the certain markets, but not specifically for Irish and Russian tourists. In literature review it was mentioned that most brands build their marketing communications so that they are not completely “localized” or “globalized” and somewhere between these two methods (Oosthuizen, 2004).

“…In certain markets you might want to see more scenery. So if you live in German city or French city, you want to get away from the cars and that people like seeing scenery rather than people. And we know that American like seeing castles because they don’t have castles in America, so they like to see castle. We do adjust a message for different markets over the overall theme. We know that British consumer would like to visit the pubs in Dublin and they may like to have social engaging, while the visitors from France might want to study scenery and just sheep and caws rather than people. We have mix of contents that we customize in a market. In digital media you have more flexibility to use different forms of communications”.

Under Theme 1 and 4.3.1 Subtheme 2: “Cultural awareness about differences and similarities in marketing”, Travel Agency “R” mentioned that adaptation is required for creation communication message for Irish or Russian market,

4.6.2 Subtheme 2: Emotional appeals

In literature review it was noticed that the globalized approach to marketing communications creates difficulties in perception for countries different to Western, because sometimes such approach are unable to fairly evaluate marketing content from the perspective of the local peoples of the country. (Farquhar, 2000)

If there is no “empathy” and excitement then the strong conviction due to reflection of shared values and concerns is not possible. It is important to create content which customer will find relevant (Oosthuizen, 2004).

The following question was asked to explore this subtheme: ”What mostly appeals (images, destinations) to the emotions of audiences (create emotional bonding)?”

Hotel Chain “S” highlights company’s characteristics in advertising. On the one hand, this might be assessed from 2 different perspectives: it is a standard technic which attracts tourists, who look for something unusual, usually relaxing place for their holiday. However, referring back to theory, it is might be more beneficial to investigate what exact kind of images are more appealing to different countries, what particularly people like to see, whether it is history or scenery, or something else. On the other hand, marketer noticed some preferences of Russian and Irish tourists, but company doesn’t have enough budget to adapt advertisements.

“…each company has to use what they have, we use history, since we have been here for a lot of time with the same staff, and location at the same time, but you have to play with what the company has…”

“…According to our experience, I would say luxury versus location. Our Russian guests want to see that we offer luxury in all ways, art in the interiors, expensive excursions, etc. On the other hand, Irish guests usually prefer (or complain about) views or/and locati…I also noticed that it is important to show Russian guests that we have SPA…”

In a similar way Travel Agency “I” approached that question:

“…they expect to have a certain standard which motivate you to come here...Emotional is much more important either that you made feel welcome, that you enjoy…target something special. We often do this using music, through that sense of fan, being part of it…”

Additionally, company is aware about currency fluctuation and visa concerns for Russian tourists, therefore company cooperate with British partners. This goes closer to theoretical statements that “empathy” and country’s concerns should be reflected (Oosthuizen, 2004). However, nothing particularly is being created for Irish audience.

“…I encountered many Russian that like going skiing and locations…Not direct access . We don’t directly market to them...So even China where we do a lot of business still don’t have direct access to Ireland… Ireland is small…We target through Britain as they can easier access to Ireland on boat… Because of visas …the barrier to attract…And currency issues...We focus more on resources...on existing established markets which are growing…as resources become available, we will look into other markets specifically…Russia would be one …But not it is not a priority market, because there isn’t direct access...the level of knowledge of Ireland in Russia would be very low. We are small and little Ireland. It is easy to market when we already known in large markets.”

Travel Agency “R”.

“…Few years ago we created website promoting Ireland in Russian to the Russian language audience...We were working very close with the marketing director of one luxury company here. His research showed him that the most what create reaction for the Russian audience is anything associated with tradition, history and not even historical facts ... The staff which were founded in 1673…and something which was destroyed in Soviet time, previous shape of anything…that disappeared with October revolution… communism…They were destroyed”

“That association for modern Russian people with success is something you can’t buy…because you can’t buy tradition and heritage…You can reintroduced It to their lives.”

For Irish:

“…far wittier, clever about the end user, the consumer and they like short little sounds…far more humour in them...and they tend to be more sarcastic about the consumer and with consumer themselves…they laughing a little bit at the consumer and with the consumer…”

For both Russia and Ireland: “…Another thing I think …warm, nostalgic, family oriented images …”

Thus, the approach of Travel Agency “R” also matches theoretical statements that “empathy” and country’s concerns should be reflected as well as something that creates emotional bundling (Oosthuizen, 2004).