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Going global without the borderline challenges

Coordinating a global marketing campaign and driving awareness of your product, services or company narrative in unfamiliar territories can sometimes be a daunting prospect.

Language barriers, cultural differences and legal or regulatory issues can all be potential obstacles for today’s global marketer. A campaign that drives results in one region may not even get into first gear in another, and the challenge of delivering engaging consumer or employee campaigns at a local level across multiple territories can seem like an impossible task. This is where EMS comes in.

We hold the view that one of the best ways to secure international brand recognition is through a bespoke mobile exhibition tour, and we know this because we’ve helped some of the world’s biggest brands achieve exactly that.

From the complex terrain of the Middle East to the cultural subtleties we’ve experienced first hand in places like Russia, our understanding of the global environment and our unrivalled network of suppliers makes it possible for us to deliver seamless and meaningful marketing campaigns, hassle-free for our clients, all over the world.

Here are a couple of examples that prove impactful global marketing is possible when you have a safe pair of hands behind the wheel.

Quenching thirst throughout the Middle East

We delivered a campaign recently – which drove striking results – for a malt beverage producer, which was aiming to engage with a younger demographic in Saudi Arabia.

A truck from our wide-ranging fleet was designed and equipped with the client’s product to create an immersive experience for young men interested in cars. Eight state-of-the-art driving simulators allowed teams to compete against each other and participants were served chilled beverages throughout the session, helping to associate the product with a younger target-market. Externally, there were four marquees to create a designated zone for spectators and participants.

We were able to host 17 different events in three cities over a five-week period, resulting in fantastic feedback and more than 36,000 bottles of the drink being sampled across the tour. Working with our suppliers, we managed the roadshow campaign end-to-end, securing spaces at shopping malls and universities throughout the region and reaching thousands of potential customers as a result.

What’s more we were able to build the internal environment in Dubai, which ensured the most efficient use of the client’s budget and allowed the tour to commence as soon as it was ready.

Internal communications across 12 countries

Another stand out campaign is one we orchestrated for a market-leading logistics provider. They challenged us to help them deliver their internal communications strategy throughout the company’s multi-site locations in 12 countries across Europe, the Balkans and the Middle East.

Drawing on our relationships with international shipping agents and brokers, we implemented a far-reaching and multi-lingual campaign, delivering the global internal messages to more than 35,000 employees.

The exhibition vehicle itself, a 40ft custom-designed truck, was designed to reflect the company’s internal brand guidelines and enabled us to support the delivery of a fully immersive and interactive employee engagement experience.

Don’t leave it to chance

With a little creativity and expertise, it is possible to make your marketing campaigns resonate in multiple countries.

It’s important to consider a range of things including the logistical challenges that come with conflicting international laws, border crossings, work patterns, public holidays, driving hours and seasonal weather conditions to name a few. However, rest assured, we can and do help.

Even if one of our vehicles experiences an issue mid-tour, we are able to call upon our foreign contacts to deliver a speedy repair and get the exhibition back on the road safely. After all, the show must go on!

At EMS, we provide a complete end-to-end solution to take all of the hassle away and provide campaigns that deliver impressive results, wherever and whenever they may be. In our view, no other global roadshow agency can compete with the network of suppliers we’ve established in markets around the world, so if you need advice on the best way to go global with your marketing efforts, contact us.

We’re really good at connecting brands with international audiences - over the last decade we’ve operated roadshows in over 40 countries worldwide.

Logistics is our game - so if you are interested in extending your brand reach - get in touch.


Cassie Kendrew

Cassie Kendrew View Full Profile

Cassie Kendrew first joined EMS in 2011 and has over 15 years’ industry experience in marketing and project management, both at home in Europe and within the vibrant Middle East region. As Commercial Director for EMS, Cassie’s unparalleled blend of operational understanding, logistics management and marketing insight has enabled multiple global brands to deliver key marketing campaigns and leading employee engagement tours.

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