Over the course of 2011, TrendyMinds has been fortunate enough to work with several clients on an international level. Whether they’re new to the market or old-timers on the scene, international audiences require a different approach and a decent amount of research.

To avoid a cross-cultural blunder and embarrassment for both agency and client, be sure to cover all the bases. Just because characters in the movie Austin Powers use the term “randy” on a regular basis, doesn’t mean it’s appropriate in the UK.

Here are some things to consider when launching an international campaign:

1. Regional Laws – Do your research to make sure your campaign abides by regional regulations on products, advertising and sales tactics. For instance, promotional tactics, such as contests, deals and premium offers are usually regulated differently across borders. So are comparative advertising (best or better) and competitor name usage.  Make sure you won’t be breaking any local laws before you get started.
2. Culture – Everything from hand gestures to colors can take on a different meaning in another country. This is one of the most important components of international communications. Not only are you speaking to new target audiences, but they may hold beliefs and lifestyle habits that are unfamiliar.
3. Tone – Some countries tend to push the envelope, while others are super conservative. Know your boundaries. But if you can push the limits, do! Sometimes it’s these ideas that get the most attention. 
4. Language – No, I don’t mean the difference between French and English. I mean, languages aren’t always the same in different parts of the world, especially for slang terms. While you can do all the research you want, it’s important to have resources on the ground willing to review your work for accuracy.
5. Time – It’s an obvious one, but time differences are easy to overlook and vitally important to client communications. If you’re planning a conference call, afternoons are probably off limits for most clients. Same goes for deadlines and launch dates.
6. Awareness – While your brand may be top of mind in the U.S., overseas could be another story. If consumers don’t know who your client is, name recognition and education become primary objectives. This is especially important for startups.
7. Delivery – Don’t forget to think about the difference in advertising outlets in new territory. For example, transportation modes in the U.S. lure many agencies into developing radio or billboard campaigns. But in the UK, it’s a whole new ballgame (Think tube advertising on posters, lifts and elevators.)

This list is just a start. From new websites to public relations, international clients require more than a simple Google Translator.