Indie Insights: Tips for Scaling Local Relevance Across the U.S. Market

Whether a brand is entering the United States for the first time or looking for new ways to reach and engage US consumers, it’s important to have an understanding of the unique nuances that make up this sizable and diverse market. Entering a new market can feel like a minefield – a single misstep could be enough to cause a social explosion or leave lasting damage that’s imprinted on a brand's reputation. But if marketers grasp the distinctions of the market, there’s plenty to gain. 

In this discussion, we invite an array of independent agency leaders from the Worldwide Partners (WPI) global network to provide detailed localisation tips and advice for key US regions, some unparalleled advice on how to make the most of these ventures. 

Collectively, these voices amplify a resounding message: for brands about to enter the market, a nuanced, community-centric approach – reflective of the nation's diversity – is not merely beneficial, but essential. 

Addressing Multicultural Populations

The one thing that defines every state in America is its diversity. And nowhere is that more apparent than in New York City. As the most populous and multicultural city in the country, New York’s five boroughs are each filled to the brim with their own intricacies. Headquarters to the United Nations, it’s a centre of international diplomacy and relations, while remaining high on the world entertainment and fashion podium. 

New York – for Jeremy Simon, EVP at Lippe Taylor – is defined by its fast-paced, innovation-driven ethos, each area presenting distinct characteristics that shape consumer interactions. “Convenience is often prioritised as the ultimate luxury,” he confesses. He suggests marketers “understand [the] brand, [the] brand values, and then triangulate that with a regional approach to the United States versus a blanket national approach.” 

He describes it as a cultural playground, noting that if you strive to align with nuances, “there’s unlimited opportunity to carve out your brand’s role”. Jeremy’s strategy of leveraging on-the-ground contacts at Lippe Taylor and proprietary data tools has ensured granular insights in crafting region-specific campaigns that resonate with local audiences. 

Dallas, Texas is the base for marketing agency Moroch and its chief media officer, Jacqueline Hoyos. For her, the agency’s location is an anomaly in and of itself. “Its proximity to Mexico, economic growth, internal migration patterns and central location all contribute to its unique makeup.” She notes that the top three markets in Texas actually have over 50% of their population made up of multicultural consumers, making them a core focus for businesses looking to drive growth. “Culture runs deep in our cities, each with its own unique spin.” There is a need for brands to better understand culture at a local level in order to make the right investments with their marketing dollars while helping to speak to audiences through messages that resonate and produce more emotional and authentic connections. “This nuance is more important than ever in a world of maximum media consumption and noise. That precision is what sets strategy apart,” says Jacqueline. 

Moroch’s recent work with their client, transit agency, ‘DART’ in collaboration with Erykah Badu, desired to elevate the relevance of public transportation. Being a Dallas native herself, Erykah coupled her birthday with the rollout of bus and train designs, inspired and improved by the artist herself. 

Avoiding the Obvious Tropes 

The seaport city of Seattle, well known in the Western world for its large tech industry with Microsoft and Amazon headquartered there, is also home to Hydrogen president Mary Knight. Mary emphasises that it can’t be defined as one place. “We’re known for big, urban tech centres, but there are also smaller rural areas,” she explains. “A Seattle image of water and trees doesn't work in Spokane. Portland is almost a different country to Eastern Oregon.” 

Above all else, she hopes brands will avoid stereotypes. “Don’t localise unless you’re absolutely sure. We’ve all seen orcas or women doing yoga on a paddle-board. The evergreen trees grown west of the Cascades are completely different from those that grow on the east side. Locals will see through it in an instant,” says Mary. 

Media Consumption Varies Drastically

When most people think of the US, the first places that come to mind are New York, LA, Chicago, and other major cities. Yet these metropolitan areas only account for a portion of the entire US population – and the country's spending power. Less densely populated and even rural areas should not be overlooked by brands. But in addition to having differing needs, values and mindsets, these populations consume media differently as well.  

In Birmingham Alabama, where you’ll find president of advertising agency o2 ideas, Bill Todd tells us that media consumption is dominated by social media, with Facebook and X (formerly Twitter) in the lead. “TikTok still has a label of ‘taboo’ for most parents, but the reality is, many parents [themselves] are on TikTok.” 

In Boise, Idaho, home to Stoltz Marketing Group, media consumption is more traditional than in other parts of the country. “Out-of-home tactics are more effective, or at least remain an important part of the media landscape due to Idaho’s rurality and average age of population,” said Krista Detwiler, Stoltz’s sirector of strategy. 

Agility and Flexibility are Key

In San Francisco, you’ll find a tech and innovation melting pot, according to co-owner of Odysseus Arms, Franklin Tipton. “The entire world seeks to move here, and interestingly, nobody who lives here is actually from California,” he says. “We’re all migrants.” It’s for this reason, Franklin believes, that it’s such an extremely modern and progressive place. He warns that things age quickly in SF, “But the entire ‘nimble’, ‘agile’, ‘lean’, interactive’ workforce today is modelled after SF tech company behaviour. Marketing departments that move fast like tech companies are going to be better informed and better connected to their consumer, with better results.”

Odysseus Arms’ experience with Taiwanese phone case maker Rhino Shield, has illustrated the power of adaptability in voyaging unfamiliar terrain. Rhino Shield already had success in Europe and Asia, but wanted to tackle the US market. By swiftly developing a campaign tailored to American sensibilities, the brand successfully carved out a niche in the competitive US market in only six weeks, helping to “land and expand” their business.

Hylink Group is a Chinese company that works to help brands enter the US market, based in Los Angeles. Humphrey Ho, Hylink’s CEO, believes that California can make or break a brand, explaining that “succeeding in this state, or somehow being adopted as a Californian’ brand, can enshrine your success nationwide.”

For Humprey, one of the cardinal sins a brand can make is bringing their brand book from abroad. “Brands have to rewrite much of their brand book when coming to the US,” he tells us. “Pretty much the only thing [you should bring] is the name and spirit of the brand. Be ready to change your logo.”

The Reality of Spillover Cities

Over at digital marketing agency Coegi, director of innovation Savannah Westbrock, comes to us with a blend of experience. “I live in one of the major US metros that cross state lines, like Kansas City, St. Louis and Memphis,” she tells us. “The spillover of these regions into neighbouring states is common throughout the US and will affect things like regulations, taxes and product distribution maps – all of this in addition to requiring a nuanced consumer journey view.” She explains that like her, many will own a home in one state, yet work in another, impacting how she plans her shopping, entertainment, [or] selects healthcare providers, and travel. 

For Savannah, the diversity of people, cultures, experiences, languages and histories, gives ample opportunity for brands to showcase their creative side. “People will view brands more favourably when they feel represented or spoken to authentically versus being treated as 1-in-336 million.” She advises that while consumers seek authenticity, they are also becoming increasingly aware of data collection and privacy, stating - “relying on algorithms for personalisation isn’t going to work for long.”

This pioneering spirit recently helped a global healthcare brand seeking to connect with US Spanish speakers on a sensitive issue. Recognising the multitude of dialects and accents across the nation, Savannah knew how important tailored messaging would be. By enlisting local influencers who embodied the cultural essence of their communities, the brand forged authentic connections that eliminated linguistic barriers.

The first step to marketing a brand within the United States is to respect how vast and diverse this country is. Not every brand can address the unique nuances of each area and accomplish a city-by-city, state-by-state or even region-by-region component. And the reality is, not every brand needs to. For those brands entering the market for the first time, and even established American brands looking to grow, the best place to start is identifying a small number of markets that are most important and testing a highly localised effort. As Jacqueline explains, “Don’t try to boil the ocean by having 210 hyperlocal strategies that feel surface. Instead, double down in areas that you know are most authentically tied to your value proposition and audience connection, then allow that to speak for itself.”