In 2020, Sherlock Communications was named one of the most creative agencies in the world by Global Creative Index, and we have continued to push ourselves further ever since.
Latin America is a wonderfully rich and diverse region, full of potential rewards for brands from around the world. But making your mark is easier said than done! Planning a successful PR and digital marketing strategy in Latin America frequently presents international brands with all sorts of cultural and operational challenges.
In our experience, it’s easier to obtain excellent results in Latin America when diverse people from different backgrounds work together. The reason is simple: while “Latin America” may sound like a homogeneous block, it is in fact a blanket term for a region that is rich in plurality – which can be both a blessing and a challenge for newcomers.
Understanding the region’s cultural similarities and differences allows for a more accurate approach, and local knowledge should play an important part in the strategic planning of your objectives. We at Sherlock Communications are a diverse and multicultural international team of dedicated professionals, who combine our expertise with a deep knowledge of the many different realities present in Latin America.
If you are planning to launch your company in the region, here are 5 useful tips which we always share with our clients.
1. Partner up with NGOs and other companies
Partnering with NGOs and other companies that promote a better living environment in Latin America can lead to stronger relations, strategic communication and win-win relationships. Having an NGO as a partner allows potential clients to see you as a company that pushes for improved conditions in Latam, boosting your organisation’s reputation.
Partnerships are most successful when each side leverages their core capabilities, contributing resources to achieve their shared objectives through combined efforts.
2. Provide on-the-ground support to your local teams
Sherlock strives to provide on-the-ground support to our clients’ local teams, integrating seamlessly with their international marketing and comms department, allowing us to move between territories and tactics quickly and effectively.
It is important to understand the international marketing plans and objectives of each client, and provide them with a local strategy that will work in each target country.
3. Creative communications
Knowing what you want isn’t enough; you need to know how to communicate it too. Creative, precise messaging can act as a multiplier in any commercial strategy.
Bear in mind that creativity does not happen overnight. But it is a skill which we all possess, and which can be developed over the course of daily activities like walking, engaging in interesting conversations, and seeking out leisure spaces. Making time for these activities is how we reach that “eureka” moment, and add some creativity to our communication strategies.
4. Get to know your customers’ needs
“The customer is always right”; so the saying goes. But in order to figure out what the customer wants, you need to get to know them properly. The closer your relationship with your users, the easier it will be to meet their demands, and stop the competition from getting the upper hand.
To this end, establishing channels of dialogue – i.e. emails, chats and surveys – is crucial for assessing your customers’ opinions and needs.
A close, trusting relationship with the client will invariably lead to positive results, since the client will trust your experience as a professional.
5. Don’t fall behind on new trends
Technology moves faster than some companies can react. Don’t get left behind in the market! Keep an eye on new trends, and consider how best to take advantage of them. A public relations agency will not only take care of building ties with traditional media, but also carrying out specific campaigns for social networks, which can boost your message exponentially.
A 360 strategy can result in broader coverage, in which messages can be diversified across different channels and reach more audiences, increasing your chances of converting potential customers.
A PR consulting agency’s role is to anticipate, analyse and interpret public opinion, while evaluating attitudes and decisions which may affect the company, for better or for worse. Having an active listening to the different audiences both in traditional media and in social networks is essential to know if you are going in the right direction or if it is necessary to redirect the strategy.
Sherlock Communications is a Latin American marketing and public relations consulting agency, and is considered one of the most creative agencies in the region. If you would like to learn more about our services, please do not hesitate to contact us. We want to know more about you!
