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Top 3 Tips for International Marketing Success

Top 3 Tips for International Marketing Success. Laura Sonderup, Managing Director Hispanidad February 28, 2013. Tip #1 – Recognize Your Barriers. Cultural barriers Symbolism and humor doesn’t “travel” well.  Values also tend to differ between cultures.

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Top 3 Tips for International Marketing Success

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  1. Top 3 Tips for International Marketing Success Laura Sonderup, Managing Director Hispanidad February 28, 2013

  2. Tip #1 – Recognize Your Barriers • Cultural barriers • Symbolism and humor doesn’t “travel” well.  • Values also tend to differ between cultures. • In the U.S., “The early bird gets the worm” while in China, “The first bird in the flock gets shot down.” • Language barriers • Generic language category (e.g., Portuguese) vs. specific version spoken in the region (e.g., Brazilian Portuguese).

  3. Tip #2 — Understand the Consumer’s Value Orientation • Cognitive styles • How does the target audience organize and process information? • Negotiation strategies • Deal-focused vs. relationship-focused cultures • Value systems • What does the consumer accept as evidence?

  4. Cultural Communication Styles

  5. Tip #3 — Corporate Clarity • Growing global demands for corporate transparency • Organizations must be more ethical in their business operations, while assuming greater social responsibility. • Several companies have learned this lesson the hard way: • Nike - alleged sweatshops in Indonesia • Nestlé - marketing baby formula in Africa

  6. Tip #3 — Corporate Clarity (cont.) • To avoid errors and ensure maximum effectiveness, consider the following: • Gather as much information as possible on the country/market that you are targeting and the people who live there • Places of origin, income, gender, age, religion • Advertising regulations • Learn about people’s relationship to the product or service • Have they used this product or service? • Are they familiar with the brand?

  7. And finally… • While breaking the rules may be the best solution, find out what the rules are first! • Being aware of, and sensitive to, regional customs and preferences doesn’t mean mimicking them. • Leverage subtle visual cultural and ethnic identity cues: • Values • Symbols • Traditions • Track your results and responses. • Listen to the feedback you are getting from your audience; tweak the message and run it again.

  8. Contact Information Laura Sonderup 303.239.5235 Lsonderup@heinrich.com

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