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Marketing a Business in Mexico

The international transition of a business is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.

Localizing for the Mexican Market

If you want to heighten your chances of success in the Mexican market, then take this time to get acquainted with localization and why you should localize for the Mexican market. Localization is the applied concept of tailoring your business, product, content, and/or marketing messages to suit the nuances of your target market. In laymen’s terms, localization is about going global by going local. It’s similar to what was discussed earlier, but here it is now as one identifiable concept.

Why does localization matter if you plan to go global? Generally speaking, if you’re trying to do business or at the very least, market a message to a foreign audience, then localization comes into the picture. Localization is routinely employed by global businesses of all sizes belonging to all industries that plan to have or have operations in and with foreign markets.

To formulate a successful or at the very least, ‘passable’ international business strategy, you would have to take into account regional and local factors. The native language usually comes into mind first and overcoming language barriers requires translation. But in this case, you would have to localize your Spanish translations as native Mexicans inevitably speak a different regional variation of Spanish compared to Spain and other Latin American countries.

But as significant as language barriers are for foreign businesses in entering foreign markets, localized translations only part of the picture. Every market is going to be different and the same notion applies to the Mexican market. That’s why it’s ill-advised by everyone to adopt a one-size fits all approach if you plan to go global.

They have their own distinct consumer behavior, market culture, different attitudes towards specific marketing channels (Ex. radio, TV, social media), and even aesthetic preferences. In short, you would have to invest more time in conducting thorough market research and preferably, get in touch with a localization expert that specializes in the Mexican market.

Advertising and Sales promotions in Mexico

According to data provided by the National Chamber of the Publishing Industry, more than 420 newspapers and 1600 magazines are published in Mexico. Many magazines are industry-specific.

Advertising in Mexican print media is usually more expensive than in the UK. Advertising rates are generally commensurate to those of large international cities.

Advertising on billboards is also common in Mexico. There are more than 100 billboard companies in Mexico offering various kinds of billboards, ranging from plain paper billboards to electronically controlled billboards.

According to data provided by Medios Publicitarios Mexicanos, there are over 130 advertising agencies, 40 market research companies, 8 direct mailing companies, 20 sales promotion agencies and 8 direct marketing agencies.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.

As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.

Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.

Who is starting marketing in Mexico must bear in mind that the centre of the social structure in the country is the family. Mexicans consider it their duty and responsibility to help family members. For example, the will help find employment or finance a house or other large purchase. Most Mexican families are extremely traditional, with the father as the head, the authority figure and the decision-maker.

Mexican society and business are highly stratified and vertically structured. Hierarchical relationships means that people respect authority and look to those above them for guidance and decision-making. Rank is important, and those above you in rank must always be treated with respect.

'Machismo' is the Spanish for 'masculinity'. Even if things are changing it still marks the Mexican society. It means Mexican males generally believe that nothing must be allowed to tarnish their image as a man. Making remarks to women should not be seen as harassment.

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