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International marketing fails are legendary — and show that even mega brands can blunder big time when they try and take campaigns beyond familiar borders.
When Pepsi tried to introduce the slogan “Come alive with the Pepsi Generation” into China, the translated message apparently was read in Chinese as “”Pepsi brings your ancestors back from the grave.”
“Got milk?” — the famously successful tagline for the California Milk Processing Board — didn’t go over so well in Mexico. The Spanish version was interpreted as “Are you lactating?”
The need to get localization and translation right is more urgent than ever as digital and mobile brands can cross geographies at lightening speed compared to companies producing packaged goods. With a digital commodity that’s gaining traction, breaking down geographic doors is the next logical step. But it’s not just about translation (although you certainly want to get that right).
It’s far more about understanding the cultural differences that are going to help you break into that next lucrative market. How you onboard customers may vary differently from one region to the next. Monetizing tactics may vary considerably as different markets can respond distinctly. And the user experience may need to be adapted accordingly.
This webinar will help you understand how you can truly “think global and act local”. VB Insight’s Director of Marketing Technology Stuart Rogers and a stellar panel will share essential best practices and tips on how to approach the vagaries of international marketing in a tech-driven age.
Don’t miss out!
In this webinar, you’ll learn how to:
- Re-think campaign creation at the regional level — and the global one
- Effectively use in-market experts to drive better impact
- Make your branding as world-ready as possible.
- Use metrics to show the truest picture of your campaign’s effectiveness
- Enhance the customer experience through added local flavor
Stewart Rogers, Director of Marketing Technology, VB Insight
Dave Fish, SVP, Expert Services, MaritzCX
This webinar is sponsored by Lionbridge.