Why aren’t our marketing campaigns performing as expected in France, Italy, or Spain?
Strategies for success
So, you’ve put in the time, effort, and resources to launch marketing campaigns in France, Italy, or Spain, and yet, the results aren’t exactly wowing you. Frustrating, right?
What’s going on? Well, marketing in Southern Europe isn’t just about throwing your message out there and hoping it sticks, it’s about understanding why it might not be sticking in the first place. Let’s see it a little bit closer:
Each market wants to feel seen, heard, and understood.
One size does not fit all
Here’s the deal: France, Italy, and Spain are not just three different countries on a map, they are three distinct cultures with their own quirks, preferences, and ways of connecting with brands. So, if your campaign is a “copy-paste” job from another market, it’s no surprise it’s not landing as expected.
Think about it like this: you wouldn’t serve pasta with ketchup in Italy, right? (Unless you’re ready for a dramatic response! 🍝) The same goes for your marketing. A generic approach doesn’t work here, because each market wants to feel seen, heard, and understood.
In France, it’s all about sophistication, tradition, and quality. French consumers love a brand that feels authentic and has a bit of depth to its story. If your message comes off as too flashy or shallow, you might lose them faster than you can say “croissant.”
In Italy, emotion and connection are key. Italians appreciate a good narrative that makes them feel like they’re part of the story. If your campaign is too transactional or lacks warmth, they’re likely to scroll past without a second thought.
In Spain, it’s about community and local pride. Spanish consumers want to know how your brand fits into their lives, their traditions, and their social circles. If you’re not tapping into that sense of belonging, your campaign might be missing its mark.
Have you ever tried to tell a joke in a foreign language and it just didn’t land? Marketing can feel like that too.
The cultural disconnect
Have you ever tried to tell a joke in a foreign language and it just didn’t land? Marketing can feel like that too. If your message doesn’t align with the local culture, it might come off as tone-deaf or, worse, irrelevant.
In Southern Europe, you need to go beyond translation: you need to adapt. Congrats! Transcreation is your new best friend. It’s about tweaking your message, your visuals, and even your tone so that it fits with the local audience. You don’t want your campaign to feel like it was built for another market and then shoehorned into France, Italy, or Spain. You want it to feel like it was made just for them.
Be the brand that understands them.
Local competition is tough: so BE DIFFERENT
Here’s another hard truth: in Southern Europe, the competition isn’t sleeping. Local brands know their audience, and they speak their language: both literally and figuratively. So, if your campaign is getting lost in the crowd, it might be because you’re not standing out enough.
What can you do? Be the brand that understands them. Use insights into consumer psychology, cultural norms, and regional trends to craft a campaign that doesn’t just advertise but connects. Show them that you’re not just another company trying to sell something. You’re a brand that understands their lifestyle, their values, and what really matters to them.
The core message can remain the same, but how you deliver that message in each market can vary.
One campaign, multiple tweaks
Now, I know what you’re thinking: “Does this mean I need to create three entirely different campaigns for each country?” Not necessarily! Sometimes, all you need are a few strategic tweaks. The core message can remain the same, but how you deliver that message in each market can vary.
For example, a campaign that highlights luxury and craftsmanship might work across all three countries, but in France, you’ll want to emphasize heritage and quality. In Italy, you might focus more on the emotional connection to that luxury, and in Spain, you could highlight how it brings people together.
Measurement matters: What’s working and what’s not
Finally, you can’t fix what you don’t measure. One reason your campaigns might not be performing as expected is that you’re not tracking the right metrics. Are you looking at engagement rates? Conversion rates? Local sentiment? These can all give you insight into whether your message is hitting home or falling flat.
At TIP, I help businesses identify where their campaigns are getting stuck and develop solutions that make sense for each market. With the right tweaks and a deeper understanding of your audience, you can stop wasting resources and start seeing the results you want.
Ready to turn things around?
Marketing in France, Italy, and Spain doesn’t have to feel like a guessing game. With the right cultural insights and a tailored strategy, you can connect with your audience in a way that feels genuine—and yes, profitable!