Marketing, Advertising of Clinique

Starting an Advertising Agency in France:

First of all, the language is an obvious point on a marketing point of view. French prospects will expect content in their own language as you are marketing your products in France after all. It will be a good thing spending more efforts and money on communicating in French rather than risking annoying or upsetting the audience.

In France, it is really recent that online tools such as e-mailing marketing for example are being developed and loved by the French marketers. Therefore, if you use your email campaigns wisely then you will probably be up there with the best in the eyes of your audience.

French people are really keen on using their phones therefore SMS marketing and Apps are very popular in France. Mobile marketing is a channel that French marketers should definitely invest in. There has been a study by Médamétrie in 2010 that showed that 80.7% of people owing a mobile phone in France were interested in being contacted by companies via SMS. It definitely makes the French consumer feel more close to the company.

In comparison to other countries, in France being quirky is not always understood by the consumers. However being innovative and creative is great. French people often think that business is business and looking professional is very important. So, you have to make sure you are using the right tone and communicating the right image, yet without being boring either.

→ The image above sets out the market characteristics for the French market: 2nd largest population in the EU, 5th GDP 
in the world, but a little lazy in e-commerce.
 Image copyright Aznos.

What also seems to be a challenge in marketing in the French market is getting the message across. A Global Head of Search at Cheapflight (Shahid Awan) has stated very well: “The French language is quite complex, and time spent on ad copy is critical. It is a lot more difficult to come up with short and catchy...