Positioning Localisation at the Heart of the Global Information Society TILP Breakfast Meeting 22 May 2003

Agenda What are you trying to accomplish? Who do you need to talk to? What should you communicate that’s relevant and meaningful to them? How do you deliver your message in a way that will spur them into action?

What are you trying to accomplish?

Who do you need to talk to?

What should you communicate that’s relevant and meaningful to them?

How do you deliver your message in a way that will spur them into action?

What Do We Trying to Accomplish?

Our Goal To create awareness of and demand for localisation services Educate on localisation What localisation is > Why it’s important > Why they need to do it Create interest in localisation services What localisation service providers offer > Why companies can’t do it themselves > Why they need to hire your services

To create awareness of and demand for localisation services

Educate on localisation

What localisation is > Why it’s important > Why they need to do it

Create interest in localisation services

What localisation service providers offer > Why companies can’t do it themselves > Why they need to hire your services

Challenges to Overcome Consortium of companies Limited marketing resources Existing image issues

Consortium of companies

Limited marketing resources

Existing image issues

The Business Climate is Right The current market climate creates opportunity for us to make localisation highly relevant for the marketing community With the global political and commercial turmoil, companies are looking for greater security and control The world-wide recession has placed companies under incredible pressure not only to reduce costs and increase efficiency, but also to grow sales revenue The recent expansion of the EU has created tremendous new international commerce opportunity

The current market climate creates opportunity for us to make localisation highly relevant for the marketing community

With the global political and commercial turmoil, companies are looking for greater security and control

The world-wide recession has placed companies under incredible pressure not only to reduce costs and increase efficiency, but also to grow sales revenue

The recent expansion of the EU has created tremendous new international commerce opportunity

(Re)Positioning Localisation Reach out to a new audience Marketing professionals Talk about yourselves in a new way More relevant and compelling to this audience Create Localisation Buzz What everyone in the industry is talking about

Reach out to a new audience

Marketing professionals

Talk about yourselves in a new way

More relevant and compelling to this audience

Create Localisation Buzz

What everyone in the industry is talking about

Who Are We Talking to?

An Evolution of Target Audience If we want localisation to take root as a larger marketing strategy, then we need to target senior marketing management Decision makers Budget holders Span multiple departments Corporate International Internet Software/Web Developers Marketing Management

If we want localisation to take root as a larger marketing strategy, then we need to target senior marketing management

Decision makers

Budget holders

Span multiple departments

Corporate

International

Internet

Connecting with Marketing Managers They are: Intelligent, experienced, savvy marketers Are NOT technically inclined Incredibly busy and struggle with too much information and offers To get (and keep) their attention you have to address the critical needs of this marketing executive: Brand Customer/consumer Bottom line

They are:

Intelligent, experienced, savvy marketers

Are NOT technically inclined

Incredibly busy and struggle with too much information and offers

To get (and keep) their attention you have to address the critical needs of this marketing executive:

Brand

Customer/consumer

Bottom line

Key Motivators Will Vary Widely The key motivators or business challenges will vary widely Industry or category Level of e-commerce Stage of internationalization We need to understand the specific audience’s situation and tailor our localisation message and solutions to be most relevant Manage Localize Internationalize Strategize

The key motivators or business challenges will vary widely

Industry or category

Level of e-commerce

Stage of internationalization

We need to understand the specific audience’s situation and tailor our localisation message and solutions to be most relevant

How to Create a Buzz?

Word of Mouth Marketing You can build the broadest exposure for localisation through buzz - word of mouth Inspire others to share your ideas They’ll do the marketing for you Focus on the influencers who will quickly see the value in localisation services and in turn spread the idea throughout the marketing community “ Bees” – Marian Salzman in Buzz “ Sneezers” – Seth Godin in Unleashing the Ideavirus

You can build the broadest exposure for localisation through buzz - word of mouth

Inspire others to share your ideas

They’ll do the marketing for you

Focus on the influencers who will quickly see the value in localisation services and in turn spread the idea throughout the marketing community

“ Bees” – Marian Salzman in Buzz

“ Sneezers” – Seth Godin in Unleashing the Ideavirus

Word of Mouth Marketing Word of mouth (buzz) marketing is an ideal way for you to reach marketing managers Marketing managers are most influenced by: Colleagues and professional associates Their marketing team and reports Marketing agencies and management consultants Business/marketing news, research, books, etc.

Word of mouth (buzz) marketing is an ideal way for you to reach marketing managers

Marketing managers are most influenced by:

Colleagues and professional associates

Their marketing team and reports

Marketing agencies and management consultants

Business/marketing news, research, books, etc.

Requires A Contagious Idea The key to creating a contagious buzz is a compelling idea We have to concentrate the “localization” message to be immediately compelling and relevant to a marketing executive

The key to creating a contagious buzz is a compelling idea

We have to concentrate the “localization” message to be immediately compelling and relevant to a marketing executive

And Proactive Management Buzz doesn’t initiate by itself. It requires a catalyst – in this case, a highly strategic, deliberate PR effort And the momentum must be proactively managed to grow and sustain interest Requires expert PR capabilities and innovative, creative ideas that will get your idea heard by the right people Understand the media Connect to a bigger story or trend Be creative Be aggressive and persistent Show passion and zeal

Buzz doesn’t initiate by itself. It requires a catalyst – in this case, a highly strategic, deliberate PR effort

And the momentum must be proactively managed to grow and sustain interest

Requires expert PR capabilities and innovative, creative ideas that will get your idea heard by the right people

Understand the media

Connect to a bigger story or trend

Be creative

Be aggressive and persistent

Show passion and zeal

PR Campaign Start spreading our “localisation idea” through articles in targeted marketing and business publications Industry Business Marketing

Start spreading our “localisation idea” through articles in targeted marketing and business publications

Online PR Campaign It’s often easier and faster to get published online Digital marketing news websites Industry / trade specific sites Email newsletters

It’s often easier and faster to get published online

Digital marketing news websites

Industry / trade specific sites

Email newsletters

Industry Research Publish research that will grab the attention of marketing managers and the media Survey of internet marketing managers on current and future localisation investments Benchmarking on the localisation of customer support content and processes online Partner with a research publisher (e.g. Jupiter, Forrester) Credibility Access to analysts Distribution to target audience PR opportunities

Publish research that will grab the attention of marketing managers and the media

Survey of internet marketing managers on current and future localisation investments

Benchmarking on the localisation of customer support content and processes online

Partner with a research publisher (e.g. Jupiter, Forrester)

Credibility

Access to analysts

Distribution to target audience

PR opportunities

Events Industry conferences Captive audience of marketing professionals Put localisation on the agenda Hot new topic or emerging trend Value to the attendees Provide credible, objective speakers International marketing manager, research analyst, industry expert, marketing consultant Guerrilla tactics – seed the discussion

Industry conferences

Captive audience of marketing professionals

Put localisation on the agenda

Hot new topic or emerging trend

Value to the attendees

Provide credible, objective speakers

International marketing manager, research analyst, industry expert, marketing consultant

Guerrilla tactics – seed the discussion

Events Mini-events, breakfast/lunch sessions, or e-seminars Small, single-topic, 30min-1 hour, local, free events Partner with industry association or service provider who has a loyal audience Localisation awards event PR assistance to get media coverage

Mini-events, breakfast/lunch sessions, or e-seminars

Small, single-topic, 30min-1 hour, local, free events

Partner with industry association or service provider who has a loyal audience

Localisation awards event

PR assistance to get media coverage

Localisation Website Localisation website that is specifically targeted to marketing professionals NOT for localisation professionals Clear, simple, compelling Plain English - not industry-jargon and technology-speak Not a sales pitch - objective, credible source for information

Localisation website that is specifically targeted to marketing professionals

NOT for localisation professionals

Clear, simple, compelling

Plain English - not industry-jargon and technology-speak

Not a sales pitch - objective, credible source for information

Localisation Website Information to help marketing managers more effectively build and manage their international marketing communications Tangible solutions to specific marketing challenges Proof points through case studies and market research Data on localisation service providers

Information to help marketing managers more effectively build and manage their international marketing communications

Tangible solutions to specific marketing challenges

Proof points through case studies and market research

Data on localisation service providers

How to Make It All Happen?

Making it Happen It’s not going to happen overnight! It will require considerable amount of effort to build momentum Contract some PR expertise Assign a small internal task team to own the campaign Set your goals and prioritize Track your successes - and failures

It’s not going to happen overnight!

It will require considerable amount of effort to build momentum

Contract some PR expertise

Assign a small internal task team to own the campaign

Set your goals and prioritize

Track your successes - and failures

Discussion