3 tips for adapting your marketing strategy for the Brazilian culture | Need-to-know

Webcertain’s Online Consumer Behaviour Report looks at the cultures of 38 countries – check it out here: https://bit.ly/3k0gdD8

Did you know that Brazilians are quite open to buying from international brands?

Not only that, but brand loyalty is quite high, so if you manage to earn the custom of a Brazilian shopper, you may have just gained them for the long-term.

This makes Brazil a very attractive emerging market for global brands.

If you want your brand to succeed in Brazil, you need to tailor your marketing activities to the Brazilian culture.

Let’s look at three ways you should adapt your marketing strategy for Brazil.

First of all, be aware that in B2B settings, decisions tend to be made by just a few senior people.

This means that your marketing strategy has to focus on these senior decision-makers.

There’s little point in targeting personas in more junior roles, as they don’t have much input into purchasing decisions.

So, if you’re a B2B brand, make sure that your content, messaging and style reflects the seniority of your target audience.

Secondly, be aware that Brazil is a collectivist society.

This means the culture is very different from more individualist countries like the US and the UK.

In collectivist societies like Brazil, people see themselves as part of a group, rather than a standalone individual.

They’re loyal to their group, strive for group harmony, and consider the wellbeing of the group to be very important.

When targeting people in Brazil, you should therefore emphasise how your product or service can benefit the group.

Celebrity endorsements work well in Brazil, since celebrities are seen as influential members of the group – and people are quick to copy their behaviours.

Looking more at B2B, make sure to spend time nurturing a personal relationship with your prospective clients, as interpersonal relationships are seen as very important.

And finally, be aware that people in Brazil like to have a lot of product information available upfront.

This is because they like to conduct in-depth research before making a purchase, so make sure to offer plenty of information about your product or service online.

Just remember that they want to see specific statements, rather than vague generalisations.

They often want to know in-depth about your product features, and for this reason product demos are popular.

Do you have any questions about adapting your marketing strategy for the Brazilian culture? Let us know in the comments below!