Global Marketing

Marketing to The Spanish Consumer

How can brands appeal to their customers?

Consumers don't think about what differentiates the brand they use from its competitor. They don't see tangible differences between brands anymore.

So how do we reach the average consumer? How can we make them loyal? Research.

In early January, I was lucky enough to sit down with an employee from McCann WorldGroup in Barcelona, Spain, and gain an insight into what captures the Spanish consumer's attention. Some of McCann's biggest clients include Loreal, IKEA, Coca Cola and other big brands.

Research is a fundamental tool that fuels McCann Worldgroup to attract consumers to their campaigns. During my time at McCann, I was introduced to Simon Sinek's Golden Circle theory that opened my eyes on how I can be a better marketeer and understand the typical consumer.

you do.

How you do it.

Why do you do what you do -> What is your purpose?



Consumer's don't care about the “what” and the “how”.  If you focus on the “what” and the “how”, your customer will be out the door before you even get to the product. Consumer's are attracted to the “why”. They are interested in knowing what drives the brand. You need to tell your customer the purpose of your brand to get them to buy your product over the thousands of alternatives available in the market.

For example, if your purpose is to stop animal testing, start with that and tell them how they can help animals by buying your product instead of company X's. See how far that will take you!

With globalization, the world is becoming a smaller place and it seems that everybody's tastes are starting to converge. It is easy to forget that every market is still different and every market has different needs.

Brands play a meaningful role in people's lives. If your brand can be empathetic, you will get through to your customer.

In the Spanish market, consumers would rather buy a product that looks and feels Spanish, rather than one that is American or English.

Click here to view this ad in English.

We've all been to IKEA. IKEA is an international brand, reaching millions of people all over the world. So how can they attract the Spanish consumer? The ad above shows us how IKEA personalized their audience's experiences buy giving them a stay in a hotel to try their mattresses. Can you get more personal than that?

Some tips to consider before you launch your marketing campaign in Spain:

  • Use social media. Individuals in Spain love their social media platforms and will engage with your brand through platforms such as Instagram, Twitter, etc.
  • TV ads are still popular and widely watched.
  • Appeal to the people. Make your campaign have a Spanish flair to it that will make consumers feel the brand is from Spain and for Spain.
  • Avoid the word “Spain”. Words like “us” and “our country” is more appealing to individuals.

People are trying to move away from advertisements that are being thrown at them.

It is what you do with your brand, and how relevant you can make your brand among your target consumers that will get you noticed.





For more information on the Spanish market, click here.