{"id":117130,"date":"2015-08-07T23:04:00","date_gmt":"2015-08-08T04:04:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/what-ronald-mcdonald-can-teach-us-about-glocalization\/"},"modified":"2024-12-19T16:40:18","modified_gmt":"2024-12-19T21:40:18","slug":"what-ronald-mcdonald-can-teach-us-about-glocalization","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/what-ronald-mcdonald-can-teach-us-about-glocalization\/","title":{"rendered":"What Ronald McDonald Can Teach Us About Glocalization"},"content":{"rendered":"<p><a href=\"\/wpe-content\/uploads\/2015\/08\/ronald-mcdonald-new-version.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5907\" src=\"\/wpe-content\/uploads\/2015\/08\/ronald-mcdonald-new-version.jpg\" alt=\"What Ronald McDonald Can Teach Us About Glocalization\" width=\"860\" height=\"340\" \/><\/a><\/p>\n<p>I love to travel, but no matter the destination there\u2019s always one ever-present to-do on my vacation itinerary: a visit to McDonald\u2019s. Now don\u2019t get me wrong, I\u2019m just as conscious about my daily McNugget intake as the next person, but what McDonald\u2019s has done with their international expansion is unmatched by any other brand. They\u2019ve perfected the art of \u201cglocalization,\u201d that is, <a href=\"http:\/\/eccsf.ulbsibiu.ro\/RePEc\/blg\/journl\/538dumitrescu%26vinerean.pdf\">thinking globally and acting locally.<\/a><\/p>\n<p>Visit an Australian Macca\u2019s and you\u2019ll find the McOz, India boasts the McAloo Tiki, Canada is home to the questionable McLobster, while France holds the honour of their McDonald\u2019s selling McBeer with breakfast. And let\u2019s not forget all about Norway\u2019s offensive McAfrika, as much of a gastro-gaffe that was.<\/p>\n<p>While some will argue this hyper-localized strategy is damaging McDonald\u2019s ability to lower operating expenses at scale, it\u2019s fair to say that market customization is one of the ways the McJuggernaut has been able to aggressively grow into the world\u2019s largest fast food chain. So what can we learn from the Golden Arches playbook? Well, by embracing a glocal attitude, ambitious brands can make it easier to connect with a foreign demographic and capture new revenue streams.<\/p>\n<p>This kind of strategy can even apply to digital campaigns and ecommerce companies, where online user habits vary from country to country. Did you know <a href=\"http:\/\/www.viadeo.com\/\">Viadeo<\/a> is the most popular professional network in France ahead of LinkedIn? Or that <a href=\"http:\/\/www.taobao.com\/market\/global\/index_new.php\">Taobao<\/a>, a marketplace website operated by Alibaba, accounts for over <a href=\"http:\/\/www.economist.com\/news\/leaders\/21573981-chinas-e-commerce-giant-could-generate-enormous-wealthprovided-countrys-rulers-leave-it\">60% of the parcels delivered in China<\/a>? How about the fact that Brazil is leading the global e-shopping trend with <a href=\"http:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/za\/Documents\/consumer-business\/za_generating_growth_through_ecommerce_24112014.pdf\">81 percent of its consumers willing to order from international websites<\/a>?<\/p>\n<p>Of course, with any glocalization strategy comes the need to talk the local language, to go \u201cnative\u201d as it were. Paid media can\u2019t be overlooked in any digital marketing plan, but when it comes to going glocal down in Acapulco and generating a shiny new lead pool, <a href=\"\/services\/content-strategy\/\">an effective content strategy<\/a> is the first step in speaking to different cultural nuances before spending media dollars.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f24e1678ddb'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f24e1678ddb');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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That somehow their lives will be enriched by purchasing said offering, unless it happens to be <a href=\"http:\/\/www.fastcompany.com\/3040931\/how-the-e-commerce-gag-ship-your-enemies-glitter-became-a-viral-hit-and-then-a-nightmare\">a mail order glitter bomb<\/a> that solely exists to bring fist shaking mutiny to a suburbia near you. It doesn\u2019t need to be emphasized that language is the way in which we effect cross-cultural connections and customized digital content is the mechanism through which we communicate at scale.<\/p>\n<p>The \u201cHow\u201d in launching a content strategy that caters to international markets all begins with research. Research your audience, the socio-political status of the country, buyer behavior, digital usage, regional laws, holidays and customs, the most popular websites, social networks and apps. Connect with local freelancers for ideation and translation where needed. Heck, you could even travel to the destination for an immersive experience that will acquaint you with that perfect new consumer.<\/p>\n<p>Ultimately content will flow from your robust research and guide the deployment of a bespoke strategy. This isn\u2019t a one-size-fits all approach and marketers shouldn\u2019t get complacent in assuming the same campaign will work across demographics. <a href=\"\/local-marketing-platforms\/location-pages\/\">Uniquely local landing pages<\/a> should be developed for key locations, SEO optimizied to take into account internet speeds, search behaviours, language, currency and design preference. Meanwhile, we can also add Facebook Location pages (formerly &#8220;child&#8221; pages) and geo-targeting for linguistically tailored social posts &#8212; doing the same for display networks \u2013 to circumnavigate the time-consuming exercise of creating multiple social profiles geared towards each new market.<\/p>\n<p>Just as HSBC became synonymous as \u201cthe world\u2019s local bank,\u201d your brand positioning should be that of a retailer on the doorstep of every nation, ready to service this decade\u2019s burgeoning consumerism. Sure the planning and execution of such a glocal strategy can seem like a Sisyphean slog in its early stages, but if successful, your brand\u2019s return on investment will know no boundaries.<\/p>\n<p><em><strong>For more information on how you can introduce a local strategy into your global marketing plans, feel free to\u00a0<a href=\"\/contact\/?form_id=6\">get in touch with a DAC team member.<\/a><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I love to travel, but no matter the destination there\u2019s always one ever-present to-do on my vacation itinerary: a visit to McDonald\u2019s. Now don\u2019t get me wrong, I\u2019m just as conscious about my daily McNugget intake as the next person, but what McDonald\u2019s has done with their international expansion is unmatched by any other brand. [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":101900,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.85,"reading_level_needs_review":"0","footnotes":""},"categories":[2903],"tags":[],"class_list":["post-117130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Ronald McDonald Can Teach Us About Glocalization | DAC<\/title>\n<meta name=\"description\" content=\"Thinking globally and acting locally is the glocalization strategy all ambitious brands should adopt. 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