Reaching Your Global Customers

1
Reaching Your Global Customers

• Presented by Jennifer Peterson
• Chief Marketing Strategist
• Wavelength Marketing, LLC

2
Global Marketing

• Marketing across borders is formidable
• Opportunities are great
• Mistakes can be costly
• Poorly designed strategies can damage brand
  images and corporate reputations

3
Keys to Success

• Commitment
• Planning
• Patience

4
Objectives

• Share best practices
• Market entry
• Translation
• Reaching buyers
• Avoid common mistakes
• Global marketing methods
• Improve current efforts

5
Develop a Global Strategy

• Align global marketing plans with corporate
  strategy
• Not doing so is the most common mistake!
• Elements of a global strategy
• Goals
• Product/Service to Export
• Target market based on research, not just
  desire
• Accurate evaluation of company, buyers,
  competitors

6
Develop a Global Strategy

• Elements of a global strategy cont
• Internal and external resources
• Realistic expectations for results
• Appropriate funding
• Marketing approach and tactics
• Educate entire company about the global vision

7
Know Yourself

• Goal attracting loyal, repeat customers
• Action a product/service offering that is
• Needed
• Clear
• On brand
• Appealing

8
Know Yourself

• You need to know
• Unique Selling Proposition
• Competitive differentiation
• Current presence in target market(s)

9
Know Your Market(s)

• Identify demand and potential
• Resources
• Current contacts
• World Trade Center of Central PA
  (www.wtccentralpa.org)
• US Government Trade Portal (www.export.gov)
• US Department of Commerce (www.commerce.gov)
• Trade and Industry Groups

10
Evaluate Competition

• Who are they?
• How are we the same?
• Or different?
• Look for areas of opportunity

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Evaluate Customers

• Develop a customer profile
• Do they want what we have?
• Will they use it and how?
• Is restructuring required?
• How will they want us to support it?
• Are they fluent in my language?
• Do they use my currency? Do they use my means of
  payment?
• How do we know?
• www.corporateinformation.com
• www.knowthis.com/internl.htm

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Corporate Resources

• Internal processes are critical to success
• Leadership involvement
• Global Dream Team
• Is it necessary?
• Who needs to play?

13
Global Dream Team

• Establish a team dedicated to global success
• Executive Committee
• Marketing/Sales
• Logistics
• Operations
• Finance
• Research
• Technology
• Cultural

14
Successful Market Entry

• Get company-wide commitment
• Regardless of your title or role
• Research and map out the journey
• Formalize the planning process
• Proper funding
• Do not underfund
• Stick to the original plan

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Successful Market Entry

• Stick with what you know
• Package for differentiation
• Size it for the market
• Re-evaluate the opportunity if substantial
  redevelopment or re-engineering is required
• Determine your global marketing method
• Globalization
• Glocalization

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Globalization

• One brand, one voice, one message, one look
• Economics of simplicity
• Benefits
• Lower costs
• Consistency

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Globalization

• Negatives
• Cant connect with different cultures
• Prevents true differentiation
• Is this for you?
• Cost effective
• Everything to everybody

18
Glocalization

• Control from the center without losing nuances
• Brand, strategy and methods are determined by
  corporate
• Messages are tailored for local audiences
• Local creative hot shops
• Or centralize

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Glocalization

• Benefits
• Provides flexibility
• Resonates with individual cultures
• Improved ROI
• Negatives
• Can be expensive
• Requires the RIGHT external resources
• If done improperly can alienate customers in
  specific markets

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Glocal Best Practices

• Use input from local regional markets
• Use a lead agency for high-level strategy
• Insist on consistency
• Logo, tagline, art direction
• Select visuals carefully
• Adhere to strict creative guidelines
• Create a resource of approved materials

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Marketing to Buyers

• Establish a connection
• Product tailoring
• Message tailoring
• Appropriate media
• Repeatedly reconnect
• Test and evaluate to ensure message and media
  appropriateness
• Stay in touch

22
Translating Your Message

• Correct translation is necessary for success
• The risks
• Alienate
• Confuse
• Create negative impressions
• Turn buyers off

23
Translation Best Practices

• Engage professionals
• Translation expertsAmerican Translators
  Associationwww.atanet.org
• Translation Getting it Right, a Guide to Buying
  Translation
• No software or online services
• Dont rely on in-house resources

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Translation Best Practices

• Translation partnerships
• File formats
• Technology
• Quality Assurance
• References

25
Translation Best Practices

• Avoid US clichés, slang, acronyms
• Consider graphics vs. words
• Account for word variances
• Use humor carefully

26
Media and Advertising Strategies

• Key elements for successful campaign
• Market planning
• Customer insights
• Creativity
• Media execution
• Integrated brand strategy

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Media Best Practices

• Creativity is not enough
• Messages must resonate
• Rely on local creative inputs
• Evaluate all possible channels
• Purely local vs. national trades
• Hybrid approach

28
Media Best Practices

• Patience is a virtue
• Factor in a 3-year lead-time for FULL new market
  penetration

29
Getting Started

• Step 1 Plan for constant change
• Step 2 Prepare to continually monitor
• Global competitors
• Currency vaslues
• Emerging technology, impact on business
• Changes in media outlets
• Regulatory environments