How Isagenix Creates Experiences for a Global Audience

Get to Know Your Global Audience

Have you ever watched different versions of the same show created for different countries? Take The Office, for instance. Many die-hard fans of the American version starring Steve Carell care nothing for the original British version with Ricky Gervais. Rather than premiering the original in the United States, they completely re-made the show, knowing that the American sense of humor is quite different from that of British audiences.
There’s a valuable lesson to be gleaned here if your business wants to cater to a global audience. People in different regions may benefit from your product, but they also will have differing values, senses of humor, language, and cultural experiences. It is important to understand your global audience to the same degree that you understand your local audience.
Rather than just porting your content out to as many groups of people as possible, your content should be custom-tailored to deliver a true experience for anyone who engages with your business. This means you should be working with local teams in every region you are operating in, understanding the culture and personalities of your customers and making sure that you are communicating with them the most effective ways. By putting in the work to understand the diversity of your audience, you can create meaningful engagement on a worldwide scale.

In This Episode

• How content creation works for a global food brand.
• How to coordinate multiple teams in a complex content system.
• How to connect effectively with a global audience.
• How to develop governance over multiple regional teams.

Quotes From This Episode

We are working with people in market and translators that really know the culture versus just regurgitating words that don't necessarily mean anything to them culturally. Click To Tweet
“You have to get international teams on board with what the process is and what the governance policies are so that they’re off and running and on the right foot.” — @AmersR
“We have photographers that go into market and work with the different ethnic groups within each of the countries.” — @AmersR

Resources

• Conex 2018
• Isagenix

Content Experience Lightning Round

What is everyone’s favorite international destination and drink when you get there?
Amy’s favorite place to go is Mexico! Growing up in California, she has vacationed there since her childhood. Here favorite drink to have there is a great local margarita.
Anna absolutely loved London and her favorite drink is simply a good, full pint of beer at a local pub!
Randy’s favorite place has been Croatia, as discovered on a recent trip during the World Cup finals. His favorite drink was the local beer, but what made it so special was the experience of drinking with the locals during this special moment in their history!
See you next week!