This is the second part of a four-part blog series. I will be publishing a new post every Wednesday. To see the entire series, please check here.
The idea of 70-30 is especially relevant for organizations like Betsson which are international and work across many markets, laws and cultures.
It’s a way to work that is efficient as you are encouraged to lean on the great work that has already been done, but also become innovative and culturally relevant.
When you are a marketer and you are focusing on a specific local region it is easy to think that your country is unique so you must start from scratch and reinvent the wheel. The reality is that, yes, your country is unique, but no, reinventing the wheel is not the best way to do get started!
This is where the 70-30 system comes in. I encourage local marketing managers to split their efforts this way:
70% of the local work you do, comes from a common toolkit or playbook that includes tried and tested methods and campaign that tend to work everywhere in the world. AKA - Don’t reinvent the wheel, but lean into a proven system that works. Chances are, this set of tools is going to work beautifully for you too, once you localise them.
30% of the work you do should be about local relevance. For example, this could be using themes such as Nelson Mandela in South Africa, Bollywood in India as well as very local partners… as well as avoiding branding disasters such as showing a pig on a Doodle in Arabic countries.
This should also encourage you to share learnings and build playbooks to empower your colleagues to use first and foremost what works, and beyond that to give your team the freedom to create campaigns that are locally relevant.
The goal is not to reinvent the wheel. It is to infuse local relevance with proven strategies.
Article may also be found on LinkedIn