If your business is selling hamburgers and you plan on expansion by promoting your burger with 250 oz. beef patty in a region where cows are thought be sacred and most probably your expansion will fail in a catastrophic manner.
You must be already realising what I am trying to say. For a business to grow, a robust promotion strategy and campaign is a must and in that, the most important part is deciding on where to promote your business.
This is the part which if goes wrong can prove to be a catastrophe, coming back from which can be really tough.
So before executing your promotional campaign here are a few important factors you should thoroughly check.
The Cultural Quotient
Before promoting a product in an area you have to research its cultural environment thoroughly.
Cultural environment means the preferences of the people of a specific region based on variables like their religion, perceptions, beliefs, rituals and customs and other factors like demography.
Then you have to checkmark your product with reference to adherence to these cultural variables. Only if your product does not harm these sentiments in any possible way like the beef burger above, only then proceed to check the next factor.
The Extent of Internet Penetration
Every business thinks about online promotions these days through various social media channels and marketing strategies.
But one should always check that the market he is trying to target has proper internet penetration to match the promotion standards and so much so that proper traction towards the business can be created.
If that is not the case then online promotions will be a waste of money, time and energy as no valuable results will come into scope.
So it becomes important to do online promotions in those areas where internet usage is widespread and exhaustive.
Legal codes and guidelines vary from country to country and sometimes even from state to state. The legal department of the enterprise must keep a close watch and cross-reference all decisions with reference to the prevailing law in that region where promotions are to be done.
One has to check that none of the promotional content in any way crosses any legal boundaries otherwise the enterprise will get engulfed in a legal controversy which is always bad for business.
The Political Quotient
A given region, area, state or country can be politically stable or unstable.
It is logically incorrect and unwise to indulge in businesses and related promotions and marketing in politically unstable areas because the company can get involved into hazardous scenarios and fall victim to anarchy and extremism.
Thus, the political environment must suit your business.
The Market Potential
When all the above factors are check-marked, the final step is to assess the market potential of that region.
Will your products sell in that are? If yes, then how much will it sell? If no, then why not?
If you get all the favourable answers after thorough market research then you can go ahead and proceed with your entire plan.
It is very important to have the right promotional mix for your business. Ignorance of environment specifics and other important factors such as above can result in widespread consumer hostility which will be disastrous for your business.
So always stay focussed, alert and evaluate all variables before taking each business decision.
A passionate Blogger and Digital Marketer