【数字营销】在地化表达，只靠“方言梗”够吗？

Core Insights - The article emphasizes the importance of "localization" in brand marketing, highlighting how brands are increasingly focusing on smaller, more personalized markets rather than just major metropolitan areas [1][5] - Successful examples of localized marketing strategies are provided, showcasing how brands like IKEA and Heytea have effectively connected with local consumers through culturally relevant narratives and products [1][6] Group 1: Localization Strategies - Brands are shifting their focus from international cities to smaller, more personalized locales, integrating local dialects and cultural references into their marketing [1] - IKEA's campaign in Brighton featured local seagulls, using humor to resonate with the community and create a relatable brand image [1] - Heytea's "Snowy Yak Milk Tea" became a regional sensation in Tibet, showcasing the power of localized product offerings and storytelling [7][14] Group 2: Case Studies - Heytea's product name "Snowy Yak Milk Tea" incorporates local language and cultural elements, enhancing its appeal to both local and external consumers [14][19] - The brand organized offline tea tasting events in cities like Wuhan and Chengdu, allowing consumers to engage with the product and local culture, further solidifying its market presence [30] - Nike's marketing campaign featuring local athlete Su Bingtian highlights everyday life in Guangdong, using familiar cultural references to build a connection with consumers [35][39] Group 3: Cultural Engagement - Pupu Supermarket's entry into the Quanzhou market involved a culturally significant "prayer for business" ceremony at a local temple, demonstrating respect for local traditions [46][49] - The supermarket's ongoing engagement with local culture through themed activities has helped establish trust and recognition among consumers in a competitive market [49]