The Rice McWrap: Learn PR from Corporate Giants
Did you know that in China, McDonald’s sells Rice McWraps? Or that they sell Teriyaki Mac Burgers in Japan?
Have you ever tried Mexican Coca Cola? As opposed to American Coca Cola, MexiCoke is sweetened with cane sugar – in the United States, high-fructose corn syrup is used. Using cane sugar yields a more natural tasting cola.
Why do multinational corporations modify product availability and preparation for different countries? Well, they’re applying the business method of product adaptation.
In product adaptation, companies adapt to foreign markets by altering a product in order to ensure success. The populations of different countries have different tastes, different likes and dislikes, and different legal regulations. Therefore, smart companies adjust accordingly.
A commonly circulated warning – that is, in fact, a myth – about the potential dangers of international marketing, is the story of the Chevrolet Nova. The myth claims that since “no va” means “doesn’t go” in Spanish, the Chevrolet Nova did not well in Spanish-speaking markets.
Though this story is a proven myth, its lesson is still valid. If you neglect to study and understand the population that you’re attempting to sell to, your results may be unfavorable.
The same advice is applicable to successful PR. To have some piece of information reach the public, one must understand the public. And today the public is most easily and efficiently accessible through social media outlets.
Forbes Contributor Michael Ellsberg wrote about how experience with PR and social media led him to have a revelation about PR that he called the “Tim Ferriss Effect.” In attempting to generate interest for his book “The Education of Millionaires,” Ellsberg took a few different PR approaches.
His book landed a three-minute segment on CNN. He wrote a piece related to his book for the New York Times. And lastly, he guest authored a post on Tim Ferriss’ blog – a man Ellsberg describes as “one lone dude in SF obsessed with fat loss, female orgasms, and lifting Russian kettle bells.”
Ellsberg was astonished to see that his post on Ferriss’ blog generated by far the most interest – more than what was generated by both CNN and the New York Times. He realized that it’s much easier to connect with a relatively small, passionate audience (such as that of Ferriss) as opposed to a large, more apathetic audience.
In PR, there is no preexisting one-size-fits-all method to approach an audience. Rather, you need to take the time to understand and acquaint yourself with your audience, and adjust your approach accordingly. Be willing to think outside the box and swap the McRib for the Rice McWrap.
Why do you think smaller and more passionate audiences are more likely to respond to PR publicity? Share your ideas below or on Twitter @ryanlawlessness