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Land Your Services in the US Market


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Language service providers consider themselves "localization experts." However, when attempting to expand into the US market, they often lack a strong, US-friendly marketing and branding strategy that allows them to meet the distinctive needs and wants of this unique market. LSPs from many parts of the world that want to expand into the US market need specific goals and a unique selling proposition in order to reach their "American dream." This presentation will discuss the top ten marketing elements that are critical when expanding into the U.S. market.

Presentation delivered at GALA 2014 in Istanbul on March 25, 2014.

Published in: Business
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Land Your Services in the US Market

  1. 1. @marcelajenney LAND YOUR SERVICES IN THE US Marcela Reyes, MBA Latitudes Training, Coaching & Consulting
  2. 2. @marcelajenney It’s relatively easy! • Few licenses, permits or other paperwork • No VAT • No sales tax to services • US Dollar exchange is favorable = quick return rate • Employment is cheaper and less regulated • Economy is market-oriented • private individuals and business firms make most of the decisions • The federal and state governments buy needed goods and services mainly in the private marketplace. • Population: 317 million, 3rd most populous in the world • Many different consumer markets, each with distinct tastes, purchasing behaviors, distribution systems, regulations and climates. • Business and consumer practices not only vary from state to state, but city-to-city and town-to-town.
  3. 3. @marcelajenney The Translation Industry in the US (NAICS 54193) • Boost in revenue • Rising population of non-native English speakers • Demand for website localization • Increasing globalization and trade in goods and services • E-commerce and online services • Corporate profit • Geopolitical issues • Industry revenue will increase at an annualized rate of 3.9% to 3.9 billion (Source: IBISWorld) • Low level of regulation and policy • Accreditation and membership of a recognized association is becoming increasingly important
  4. 4. @marcelajenney
  5. 5. • it’s intangible. • It’s your personality. • It’s your story. • It’s your image. • It’s how people view you and what value they believe they’ll obtain from you.
  6. 6. @marcelajenney Do you walk the talk?
  7. 7. @marcelajenney Develop your message and differentiate
  8. 8. @marcelajenney
  9. 9. • Market and sector overview • Feasibility of your service in the USA • Evaluation of your market-entry strategy • Potential business contacts/partners • Competitors (same/similar service offering)
  10. 10. @marcelajenney
  11. 11. @marcelajenney
  12. 12. @marcelajenney
  13. 13. 50% of U.S. cell phone users have smartphones 57% of Americans are spending an average of two hours per day on their mobile devices. 57% of users won’t recommend companies with poor mobile sites. By 2015, mobile marketing in the U.S. will generate $400 billion compared to $139 billion in 2012. 62% of emails are opened on mobile. Source: “The Mobile Landscape for 2014” WebDAM Infographic
  14. 14. Serve, serve, serve!
  15. 15. @marcelajenney You Can’t Spell Success Without the Letter “C” CLARITY CONSISTENCY CONSTANCY
  16. 16. @marcelajenney #ATA54
  17. 17. @marcelajenney #ATA54 27
  18. 18. MarcelaJenney marcelareyes mjenney