Taking your business global isn’t just about logistics and customs—it’s about getting your message right in markets that don’t know you yet. Export marketing campaigns can make or break international growth. Some brands thrive by understanding local needs and cultural nuance, while others fall into the trap of “copy-paste” marketing.
In this article, we explore why some export marketing strategies soar—and why others crash—with real-world examples and lessons from industry leaders.
Cultural Adaptation, Not Just Translation
Channel Strategy Based on Local Behavior
Consistent Brand, Flexible Execution
Clear Value Proposition for the Local Market
On-the-Ground Insight and Partnerships
Let’s look at some examples.
Why it worked: Cultural adaptation
When McDonald’s entered the Indian market, it faced a challenge: over 30% of the population doesn’t eat beef, and many are vegetarian. Instead of pushing its iconic Big Mac, McDonald’s developed localized menu items like the McAloo Tikki and Chicken Maharaja Mac.
“Think globally, act locally” wasn’t just a slogan—it was a product strategy.— Harvard Business Review
McDonald’s also adjusted pricing and marketing to reflect Indian middle-class values and dining habits. The result? One of the brand’s strongest performing international markets.
Why it failed: Ignored local shopping behavior
Tesco launched its Fresh & Easy chain in the U.S. with a £1 billion investment but closed it after just six years. Despite strong UK retail success, Tesco misread American shopping habits—such as larger basket sizes, preference for service counters, and reliance on weekly shopping rather than quick daily trips.
“Tesco failed to listen to U.S. consumers. They created a format that didn’t resonate.”— Business Insider
Lesson: Success at home doesn’t guarantee traction abroad—market fit is king.
Why it worked: Market-by-market strategy + digital UX
Spotify didn’t just translate its app—it partnered with local telcos, offered country-specific pricing, and curated regional playlists. It used data-driven localization to deliver personalized content that felt native, not foreign.
Spotify launched in each country only when it had tailored marketing, licensing, and content plans.— TechCrunch
Their export marketing was laser-focused: understand user behavior, deliver locally relevant value, and maintain brand clarity.
Why it failed: Wrong customer insight
Home Depot brought its DIY model to China—only to find that Chinese homeowners prefer “Do-It-for-Me” services. The DIY culture never developed in the same way due to labor costs and cultural values.
Even with huge brand recognition, the campaign flopped.
“We assumed that the market would behave like the U.S. It didn’t.”— Former Home Depot Executive (CNBC)
Export success doesn’t just depend on product quality or price. It hinges on how well you understand the market you’re entering—and how willing you are to adapt your message without losing your brand identity.
If you’re serious about growing internationally, you need a team that understands both digital storytelling and international market dynamics.
Matrix Internet is an experienced export marketing agency helping Irish businesses thrive globally with smart design, digital strategy, and market-tuned campaigns. Let’s build your next success story.
By Matrix Internet
By Jeff Sheridan
By Iñaki Castellet Hernández