Join this live webinar and learn how to break down borders for coveted global expansion. It’s your chance to learn from and ask questions of those who have been there before: 99Designs CMO Pam Webber, Talent Inc. CMO Diego Lomanto, and VB Director of marketing technology, Stewart Rogers.
Translation is only one stepping stone in a marketer’s path to customers in new lands.
While making sure materials are available in the local language, marketing professionals also want to convey a brand’s messaging and story according to local language, culture, and slang. That involves careful research into new countries’ cultural norms and idiosyncrasies long before launch day.
This research also should include a review of the competitive landscape: A lack of any local competitors could mean there is no market for your offering, suggests Pam Webber, CMO at 99 Designs and a panelist on VentureBeat’s upcoming webinar, “How to spell ‘success’ everywhere in the world.” It might be that residents’ average disposable income may be too low to afford your offering or there may be a lack of infrastructure – such as low-cost mobile phone service or reliable Internet connections. Either of these could create an insurmountable barrier to entry.
For the best chance at building a bridge into an international market, brands should answer a series of questions:
- Can your brand deliver its core promise to customers in different countries, with different cultures and languages?
- Is this promise relevant to international customers? Is there a need for your product or service in other nations?
- Are you prepared to invest the necessary resources to determine best practices for marketing in each target country or region?
- How would you describe the competitive market in each region under consideration?
- Are there local complementary companies you can partner with or acquire? Which approach is best suited in each country?
In order to captivate in-country customers you must thoroughly understand the culture, Anatoly Ropotov, CEO of GameSight, told VentureBeat in November.
“Once you launch a new game experience in a certain region, you have to really explain what it’s all about,” Ropotov said. “You have to really ‘culturize’ and localize the game with local landmarks, local content, and have top-notch customer support.”
Ignoring social rules and local customs can be expensive. In the 1950s, Pepsi lost its dominant market share in South East Asia, simply by changing the color of its vending machines from dark blue to light blue – a hue associated with death and mourning in the region. Alternately, KFC’s “Christmas Chicken” campaign, launched in 1974, changed the way Japan’s predominantly non-Christian population celebrates Dec. 25.
To expand beyond their domestic market, brands must do more than translate collateral. The first action item: Sign up for this free webinar to learn how to create an international strategy and start your brand’s journey toward world domination.
Register here for free, from anywhere in the world there’s Internet.
In this webinar, you’ll learn how to:
- Think globally when creating campaigns
- Find partners or acquisition targets in other nations
- Increase sales, customer engagement, and brand loyalty through translation and localization
- Gather, use, and analyze the right global metrics
- Use localized storytelling to create regional brand ambassadors
Stewart Rogers, Director of marketing technology, VentureBeat
Pam Webber, CMO, 99 Designs
Diego Lomanto, CMO, Talent Inc
Wendy Schuchart, Analyst, VentureBeat