Why Traveling The World Will Make You A Better Marketer

The best marketers are those who can empathize with their audience the most effectively. It’s no surprise, then, that traveling often makes us better at our crafts. By exposing ourselves to more people, we’ll be better equipped to speak to a variety of audiences. Traveling for marketers is as continued education is for more technical fields - and certainly much more fun!

To take full advantage of your travel to enhance your marketing ability, it’s important that you view every experience as a chance to learn about how other people view the world, what their priorities are and how they communicate with others near them. Sorry to disappoint, but this isn’t an argument in favor of sitting on a beach in Tahiti for a week reading a book and hanging out with your spouse - in order for travel to help you improve as a professional, you’ll need to go meet the locals.

Feeling shy, or not sure where to start? Focus on these observational cues on your next trip abroad:

Local Marketing And Trends

Paying attention to prices when you’re traveling can be a drag, but it’s important. To expand your marketing prowess, pay attention to more than just how much your sandwich costs, though - look at market trends within the country, city or even neighborhood you’re in, and explore what is causing that behavior.

For example, a particularly interesting market that every country has is housing. If you’re traveling to a tourist destination, odds are that their housing marketing is tied to tourism, and is more volatile than non-tourist countries. Look at the real estate advertisements and notice the language that’s used for now houses.

Consider why that language is used, and how effective it is - what are big brands using, what are smaller brands using, and why? While this task may require a translator (thanks, Google), it’s well worth it. It’s rare that I come back from an international trip without a better understanding of language, persuasion and engagement tactics, which is a vastly superior souvenir to sunglasses and keychains.

Body Language

There is some body language that is universal, such as smiling - even those born blind do it without being taught. However, there are a variety of body movements that are used in language that are particular to cultures. Making a point to observe these differences will not only give you a better understanding of the people you are visiting, but will also highlight the details of unspoken language in your own culture. Notice small details as well - such as how most people walk, as well as the more blatant body language signs, such as those of respect, greeting and attention.

These lessons will educate you in how to behave at various events in the best way possible, including client meetings, networking parties and one-on-one chats with your superiors. By taking note of how to position your body to set the mood, you’ll be more in control of how others perceive you and behave in your presence.

Engagement And Inclusion

In our everyday lives, it’s usually rare that we feel like an outside - which is why it’s so important that we force ourselves into being the ‘other.” By doing so, you see first hand what those around you can do that will make you feel included, safe and welcomed, through both words and actions. You’ll also be able to see what makes you feel the opposite of those positive feelings. By noticing these small nuances in human behavior, you’ll be better prepared to make those around you - such as visitors to your store or facilities, new clients and new hires - feel at ease.

Pay attention to the questions you’re asked when you’re around those in other cultures as well, and take note of your gut reaction - as well as theirs, when you ask your own questions. This is essentially a crash course in getting to know those outside of your own demographic - and, possibly, crisis management if you accidentally faux pas.

Traveling will always be important for those who work with a variety of different kinds of people. As a marketer, it’s critical that you develop a keen sense of empathy for everyone in your audience. With globalization affecting more industries every day, it’s time to go meet the people you’re talking to!
