Global marketing communications

Rapport International, 2014

Wendy PeaseRapport Internationalwww.RapportIntl.com

September 2014

Global Marketing Communications

Agenda

Strategy for entry important Translation options to consider Controlling QUALITY is important Marketing Communications suggestions Consider global differences SEO special considerations

Strategy for entry important

Strategy #1 Look for ActivityRemember Ed’s slide

Strategy #2 Deal in EnglishNo. 1 Fear of Exporting

Dealing with Language Issues

Skip Translation – Target English-Speaking Countries United States Canada Caribbean UK Netherlands Australia New Zealand India Hong Kong Singapore

Lost Market Only English Speaking Countries

English Speaking inCountires

Non-English Speakers inCountries

Rest of World

2000-3000 Languages in World and the Number is Decreasing

Chinese, English,Spanish, Russian, Hindi,German, Italian,Japanese, Arabic,Bengali, Portuguese,French + dozen more

1000's of languages

Languages to Talk to 60% of World (3,900,000,000 people)

English French German Spanish Portuguese Italian Russian

Traditional Chinese Simplified Chinese Japanese Hindi Bengali Arabic

Strategy #3 - Market AnalysisTraditional Recommendation

Find opportunities – well researched customer and competitive analysis allows for quick penetration and avoidance of poor market choices.

Assess Market Potential – market size, economic climates and trends, demand for product/service. Avoid “look good” markets.

Understand the business framework – legal, financial, regulatory, environmental, political, marketing practices. Get knowledgeable help.

Rank Country 1 United States 2 China 3 Japan 4 Germany 5 United Kingdom 6 France 7 Brazil 8 Italy 9 Canada 10 Russia

Rank Country1 China 2 United States 3 India 4 Brazil 5 Mexico 6 Russia 7 Indonesia 8 Japan 9 United Kingdom 10 Germany

2010 2050

Source: Dionysios Bouzos presentation at the Emerging Markets Symposium Oct 2013

Strategy #4 – Growth PotentialAnalyst Expectations

Start with BRIC Countries

Brazil Russia

India China

Big Bite to Chew

•BRIC Brazil, Russia, India, China •BRICS Brazil, Russia, India, China, South Africa •MIST/MIKT Mexico, Indonesia, South Korea, Turkey •N-11 South Korea, Indonesia, Iran, Mexico, Philippines,

Turkey, Egypt, Nigeria, Pakistan, Vietnam, Bangladesh

•3Gs Bangladesh, China, Egypt, India, Indonesia, Iraq, Mongolia, Nigeria, Philippines, Sri Lanka, Vietnam

•CIVETS Colombia, Indonesia, Vietnam, Egypt, Turkey, South Africa

•MAVINS Mexico, Australia, Vietnam, Indonesia, Nigeria, South Africa

•EAGLES Brazil, China, India, Indonesia, South Korea, Mexico, Russia, Taiwan, Turkey, Iran

•EAGLES NEST Argentina, Bangladesh, Chile, Colombia, Egypt, Malaysia, Nigeria, Pakistan, Peru, Philippines, Poland, South Africa, Thailand, Vietnam, Iraq, Saudi Arabia

Other Options

Places to Start

Mexico Indonesia South Korea Turkey

Egypt Nigeria Vietnam South Africa

Weigh ALL Strategies

#1 Incoming Action #2 English Only or Preferred

language/culture #3 Needs Analysis #4 Experts on Market Analysis

Agenda

Translation options to considerControlling QUALITY is important

Translation Options

Gist Globalization Localization Transliteration

Branding Mistakes

Got Milk

Electrolux

Option Depends on Materials

Communications – email, personal correspondence Human Resources – employee announcements,

training, newsletters Operations – spec sheets, training, manuals Research – articles on subject, patents, new product Legal – contracts, agreements, disclosures Financial – annual reports, financial statements Marketing – web, brochures, price sheets, press

releases, communications materials, business cards

Bottom Line!

Use Globalized or Localized translation for any document that has the potential to significantly affect the financial standing, legal position, safety performance or equipment operations of a company.

Controlling Quality

Well written English Clear message Present final copy for translation Allow for expansion Edit/review/test the translation Hire the right agency Allow time Track changes on future edits

Unfortunate Restaurant Names

Cabbages and Condoms

Thai Cuisine

Soon Fat

Chinese Take Away

Chickpizz

(for chicken or pizza)

Chocolate Log

Confectionery

Agenda

Marketing communications suggestionsConsider global differences

Cultural Communications

Graphics Colors – red, black and white References Jokes Formality Off limit topics

Global Culture

Off Limits Topics

New “Golden Rule”

Global Differences

Cognitive Styles Negotiating Value System Manners Eating Humor Gifts and Business Card Giving

Cognitive Style–processing info

Open versus closed

Associative versus abstractive

Negotiating – for best interest

Feeling

Value System – Basis for Behavior

Locus of Decision Making – individualism or collectivism

Sources of Anxiety – interpersonal relationships, religion, technology and law

Issue or Equality/Inequality – division of power

Manners

Touching

Greeting – Business Cards

Conducting Business

Eating

Ordering Seating Arrangements Table Manners Paying Tipping

Be Careful!

Expectations Amounts Appropriateness Logos

Guidelines

Individuals are all different Be aware of differences Be authentic Ask your interpreter or your host

Agenda

Strategy for entry important Translation options to consider Controlling QUALITY is important Marketing Communications suggestions Consider global differences SEO special considerationsSEO special considerations

SEO Particulars – Google Dominates World

In-language Content!!!

70-90% of consumers spend most or all of their time on websites in their own language.

73% of consumers are more likely to buy a product with information in their own language.

56% of consumers said that the ability to obtain information in their own language is more important than price.

42% say they NEVER purchase in other languages.

Source: Common Sense Advisory Survey & European Commission Study

Largest Search Engines

China – Baidu South Korea – Naver Japan – Yahoo Europe – Google Russia – Yandex (4th largest in the world)

Tips for SEO –

CONTENT, CONTENT, CONTENT Consider global mobile usage

Same for marketing!!! Understand local users – search terms,

preferences, competition, thought leader Make it culturally appropriate – sentiment,

language, type of content Abide by local regulations (censorship) Source right technology and talent

Thank you!Please contact me with any questions

Wendy PeaseRapport International

93 Moore Rd.Sudbury, MA 01776

978-443-2540wendypease@rapportintl.com

Global marketing communications

Business

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