Cross Cultural Marketing Intention vs Perception PCMA2011


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Core principles & tactics to steer clear of cross-cultural/boundary marketing mistakes that can damage your brand or marketing program. Presentation delivered at PCMA Convening Leaders 2011 annual convention. Written by Jeannine Woodyear and Oliver Hone

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  • Sure, IT pros in Brazil may well enjoy Playboy and hope for women to realize their full potentialBut what may be appropriate in Brazil is offensive to much of the rest of the worldReally about brand association
  • Where you on the right track?This marketing ploy references Chinese New Year and the Year of the Rat to sell a device that kills rodents. this is potentially offensive to ethnic Chinese who may see it as callous exploitation of their culture. the sign also confuses solar calendar 2008 with the Year of the Rat, which follows the lunar calendar
  • Like flags, national symbols are often very sensitive. Did you know that the orchid happens to be the national flower of Singapore ?
  • Oftentimes people just want to be heard. They want to feel understood and they want to be respectedYet they also want to know that you’ve learned your lesson
  • Cross Cultural Marketing Intention vs Perception PCMA2011

    1. 1. Cross Cultural Marketing: Intention vs. Perception<br />
    2. 2. This Morning’s Presentation<br /><ul><li>Stay clear of the dangers of marketing blunders that can result in damaging consequences. </li></ul>Examine case studies on how marketing elements can be perceived by different cultures and discover how to avoid messaging, color selection and design that can negatively affect others. <br />Explore how to adapt your message to speak to a diverse audience and create maximum impact.<br /><ul><li>Develop cultural empathy to avoid misunderstandings and a breakdown in communication.
    3. 3. Identify and repair marketing mistakes that caused cultural offense to a specific culture.
    4. 4. Devise marketing tactics to create culturally savvy pieces which attract and appeal to diverse</li></li></ul><li>Agenda<br /><ul><li>5 principles for cross-cultural effectiveness in marketing
    5. 5. 9 tactical considerations
    6. 6. Fixing the blunders
    7. 7. Final thoughts
    8. 8. Questions?</li></li></ul><li>What Do We Know?<br />Oliver Hone<br />Marketing Director<br />IMEX Exhibitions<br />Jeannine Woodyear<br />Global Field Marketing Lead<br />Microsoft<br />
    9. 9. Cross-Cultural Marketing – Why Bother?<br />Business Opportunities<br /><ul><li>World today is more global and connected as ever, multi-culturalism is the new norm
    10. 10. Events marketing has to appeal to a much wider catchment area than ever before
    11. 11. Must create buy in and empathy, not remove it or put target audience off
    12. 12. Being sensitive to cross culture can only maximise effectiveness</li></li></ul><li>The ‘Classic’ Marketing Blunders<br />
    13. 13.
    14. 14.
    15. 15.
    16. 16. No - Va<br />“WON’T GO”<br />
    17. 17.
    18. 18. What does it mean to be cross-cultural?<br />(what doesn’t it mean?)<br />
    19. 19.<br />
    20. 20. 5 Principles for Cross Cultural Effectiveness in Marketing<br />
    21. 21. 5 Principles for Cross-Cultural Effectiveness<br />Context is King<br />Time-zones Matter<br />When in Rome…<br />What Happens in Vegas, Doesn’t Stay in Vegas<br />The Consumer is in Control<br />
    22. 22. 5 Principles for Cross Cultural Effectiveness in Marketing<br />Context is King:  everything about a person’s past impacts how they see the world…and your communications<br />
    23. 23.
    24. 24.
    25. 25. Microsoft sponsors Jiad?<br /><br />
    26. 26. <ul><li>Practical solutions: </li></ul>Make sure you are monitoring your communications so that you know what is being said/done<br />If the individual elements of your campaign/program (e.g. trailers, sneak previews, etc) are open to misinterpretations due to historical, political, or cultural context, consider altering and/or launching at the same time<br />Take time to ensure online metadata properly constructed as it can lead to embarrassing contextual errors<br />5 Principles for Cross Cultural Effectiveness in Marketing<br />
    27. 27.
    28. 28.
    29. 29. 2. Time-zones Matter<br /><ul><li> Avoid creating arbitrary time zone names (e.g. Eastern time, PST, etc) that have no worldwide meaning and only confuses people</li></li></ul><li><ul><li>Practical solutions: respect time differences:
    30. 30. A 24 hour deadline in North America is not 24 hours in Europe/Asia.
    31. 31. To get someone on the phone in, Tokyo, you may have to do all your calling and/or meetings at night
    32. 32. Consider adding live moderators across time-zones broadcasts. It’s not being doing systematically and thus a great opportunity</li></ul>2. Time-zones Matter<br />
    33. 33. 3. When in Rome (or Vegas or even Tokyo)….<br /><ul><li>While you might have standard way of marketing an event, take time to consider that business culture—marketing and beyond—varies from country to country
    34. 34. Take in consideration too styles and overall design approach favored by in the region </li></li></ul><li>Will Smartphone e-contacts ever replace the culture of presenting a card two handed?<br />
    35. 35. Latin American and other audiences value personal invite over “why not come?” direct mail <br />
    36. 36.
    37. 37.
    38. 38. 3. When in Rome (or Vegas or even Tokyo)….<br /><ul><li>Practical solutions:
    39. 39. Tailor to markets accordingly if possible
    40. 40. Never go lowest common denominator
    41. 41. Work in a fashion that can appeal across cultures</li></li></ul><li>4. What Happens in Vegas, Doesn’t Stay in Vegas<br /><ul><li>Explosion of social media & digital formats means communications intended for one country travels around the world at the speed of a sound bite</li></li></ul><li>32<br />
    42. 42. 33<br />
    43. 43. <ul><li>Practical solutions: </li></ul>Assume no borders in your communications; if it’s out there everyone has the potential to see and react<br />Think not about how you want to be treated but, about how your local and global audience wants to be treated<br />Make sure actions align to your brand’s values<br />4. What Happens in Vegas, Doesn’t Stay in Vegas<br />
    44. 44. 5. Consumer is in Control<br /><ul><li>Consumer really is in control and you can’t always control digital mash-ups or out of context interpretations</li></li></ul><li>
    45. 45.
    46. 46. Love<br />Loathe<br />Loathe<br />Love<br />Loathe<br />
    47. 47. 5. Consumer is in Control<br /><ul><li>Practical solutions:</li></ul>Accept that digital devices empower audiences to define the perception of your communications – you can engage, not control<br />Recognize that Netizens (e.g. those under 30) speak a universal digital language….but the rest of us are catching up <br />To orchestrate the perception of your marketing/communications you’ll need to embrace digital/social media tactics such as twitter, SMS, Facebook, blogospere, etc<br />
    48. 48. Tactical Considerations<br />
    49. 49. 9 Tactical Considerations<br />Language<br />Historical and cultural sensitivities<br />Flags, maps, geography, naming<br />Politics and religion<br />Risqué material<br />Stereotypes: racial, ethnic, cultural, or religious <br />Symbols and symbolism<br />Color<br />Numbers<br />
    50. 50. Tactical Considerations<br />Language<br />
    51. 51.
    52. 52. 7 Tactical Considerations<br />2. Historical and cultural sensitivities<br />Are particular teams represented in the image? If so, are they teams that are actually participating in this event?<br />Do the countries/regions have a mutual history that could result in this image being interpreted as commentary on a historical event, or a current situation?<br />
    53. 53. 7 Tactical Considerations<br />3. Flags, maps, geography: are often sensitive symbols of identity <br />There are many types of flags with meanings relating to nationality, politics, sports, education, fictional entities, etc. <br />Avoid showing or describing flags or national symbols, except when absolutely necessary to the point you are making. e.g. China/TW; India/Kashmir; Israel/Palestine<br />Do not use flags or national symbols to represent languages since many languages are spoken in several countries.. e.g. Canada, Belgium, Switzerland<br />Accurately reflect continents and multinational regions in which countries reside (e.g. use Asia or SE Asia not Far East or Orient)<br />
    54. 54.
    55. 55. Tactical Considerations<br />4. Politics & Religion<br /><ul><li>Represent local cultural content fairly and objectively
    56. 56. Understand political/cultural issues that can be sensitive or polarizing
    57. 57. The crescent moon and star, used together, are a symbol of Islam.
    58. 58. Avoid using the crescent moon and star, or close variations, in non-Islamic contexts. </li></li></ul><li>Tactical Considerations<br />
    59. 59. The future’s bright the future’s orange<br />
    60. 60.
    61. 61.
    62. 62. 5. Risque Material<br />Tactical Considerations<br />
    63. 63. 5. Risqué Material: avoid showing people in revealing clothing (e.g arms, legs) or activities<br />Tactical Considerations<br /><br />
    64. 64. Women Realizing Full Potential?<br />
    65. 65.
    66. 66. 6. Stereotypes: racial, ethnic, cultural, or religious<br />Be aware of gender specific roles in various cultures<br />Avoid associating values with certain traits (for example, if the heroes in a game all have one trait while the villains share a different trait)<br />
    67. 67. Can you spot the cross-cultural issue?<br />
    68. 68.
    69. 69. Disrespectful imagery. Sexist.<br />Stereotyping and discriminating by age.<br />
    70. 70.
    71. 71.
    72. 72. 7. Symbols & Symbolism<br /><ul><li>Avoid showing or describing national symbols, except when absolutely necessary.
    73. 73. Do not use national symbols to represent language, since there is often not a one-to-one association.
    74. 74. Historical symbols also can be highly sensitive, and they should be researched thoroughly before being used. </li></ul>Tactical Considerations<br />
    75. 75. 8. Color: The meanings of colors vary between cultures, and a single color sometimes has multiple meanings within one culture. <br /><ul><li>Be sure to assess the meanings of color, including the colors used for text or clothing.
    76. 76. Avoid using color to convey meaning. This includes using color as metaphor, such as “red alert.”
    77. 77. Avoid using color in ways that are considered derogatory, such as referring to villains as “black hats.” Similarly, avoid using a yellow tint to portray the skin color of Asian people.
    78. 78. Do not use color as the only way to differentiate content.</li></ul>There is no color that needs to be avoided in every case, but it is important to ensure that colors are used appropriately in context – for example Euro advertising favors “white space” which represents mourning in Asian culture…<br />Tactical Considerations<br />
    79. 79. 9. Numbers: Just like colors, there are a number of cultural taboos around the use of numbers. <br />Eg. while the number 4 does not invoke feelings of fear in the US and much of the Western world… In Japan and China the number symbolizes death. In Japan the number 9 is equally unlucky.<br />Although the number 7 is lucky in much of the world, the number 8 is especially auspicious in China. <br />The US and much of Europe the number 13 has historically been avoided <br />Tactical Considerations<br />
    80. 80. Fixing Blunders<br />
    81. 81. 3-steps to Fixing a Cross-Cultural Blunder<br />Pull the offending communications<br />Own up to the mistake<br />Listen, Learn, Engage, and Improve <br /><ul><li>Building communities and relationships through social media is an excellent opportunity to build meaningful relationships & communities…to understand and be understood</li></li></ul><li>Final Thoughts<br />
    82. 82. Final Thoughts<br />Be aware<br />Do your research<br />If possible recruit a local agency in key markets<br />If not look to local contacts to help you with inside information before starting<br />Remember the language and beware straight translation<br />Where possible, do make it as localized as possible <br />If it has to work globally, avoid the tendency to go lowest common denominator<br />
    83. 83. So, can we help more?<br />