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THINKING GLOBALLYWITH YOUR PRODUCTMARKETINGCarole Gunst – Gunst & Associates –www.gunst.com
Why Market Globally? Customers are global Our customers have offices around the world, youshould too Internet makes you...
Typical Situation #1 Me: “Im giving a presentation on "ThinkingGlobally with your Product Marketing" As anEMEA guy, do yo...
Typical Situation #2 Me: “Im giving a presentation on "Thinking Globally with yourProduct Marketing". Got any tips I can ...
Marketing Tips Present a local face to your customers Interview in-country customers on topics of localinterest and post...
Marketing Tips Holidays are different so pay attention to them Time zones are different so schedule for that What you c...
Marketing Tips Monitor your global brand online to measureattitudes and the impact of your programs Use social media to ...
Content Tips Eliminate colloquialisms Edit marketing copy to eliminate U.S.-specificreferences, i.e., HIPAA and Sarbanes...
Graphic Tips Reduce the use of text in images If you’re working with machinetranslation, i.e., Google Translate, they wo...
Legal Tips Advertising Regulations: advertising related tocertain types of products are subject to approvalby various gov...
Design Tips Work with an international design firm and in-country managers to understand perceptionsof colors and symbols...
Website Tips Make Your Shopping Cart Global: whenaccepting payment from global users, offer thepayment amount in one curr...
Website Tips Secure Website Extensions: i.e., .nl, .de, etc. inadvance of launching your site Choose the Right Search En...
Social Media Tips - Facebook Facebook: Either create one page or many One brand page: lets you target updates bylocation...
Social Media Tips - Twitter Twitter: If you expect to tweet in multiplelanguages, you should create multiple Twitteraccou...
Social Media Tips - YouTube YouTube: While creating video content invarious languages is a huge task that may notbe possi...
Marketing Tips - Measure Your marketing department, along with yourlocalization vendor can conduct a quarterlyreview of y...
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Thinking globally with your product marketing

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Thinking globally with your product marketing

  1. 1. THINKING GLOBALLYWITH YOUR PRODUCTMARKETINGCarole Gunst – Gunst & Associates –www.gunst.com
  2. 2. Why Market Globally? Customers are global Our customers have offices around the world, youshould too Internet makes you global E-commerce offers opportunities to sell to anyonewith Internet access Why not? More countries mean more opportunity
  3. 3. Typical Situation #1 Me: “Im giving a presentation on "ThinkingGlobally with your Product Marketing" As anEMEA guy, do you have any tips youd like toshare that would help your U.S. counterpartsout? EMEA Guy: “Yep sure, make sure youmessage test what you are rolling out. Makesure any statements or strap-lines [taglines]you create translate into other languages orcan be understood by other cultures. Haveproduct launch review cycles that includesfolks from other geos (APAC and EMEA).”
  4. 4. Typical Situation #2 Me: “Im giving a presentation on "Thinking Globally with yourProduct Marketing". Got any tips I can share that youdsuggest as an EMEA guy?” 2nd EMEA Guy: “Yeah, definitely. I’d say that in thisincreasingly globalised world that we live in the old adage “goglobal, think local” is truer than ever before. Whilst productsmight be designed to be globally delivered, marketing mustbe locally focused – pull out the features and functions thatare more relevant and set aside those that don’t fit with theaudience.Also, Europe is many countries – many of my Americancolleagues seem to think of us as the United States ofEurope. “We’re going to localise the value proposition forEurope” they say – “change the Zeds to Esses and we’ll haveour collateral in International English”… what is internationalEnglish anyway?Make sure to travel and immerse yourself in the local culture– see how others do business and follow. This is no time to
  5. 5. Marketing Tips Present a local face to your customers Interview in-country customers on topics of localinterest and post the interview on your website Demonstrate an understanding and appreciationof the local culture in all that you do Write locale-relevant press releases in the locallanguage and release them on your website andon in-country online wire services Make local customer service accessible and easy
  6. 6. Marketing Tips Holidays are different so pay attention to them Time zones are different so schedule for that What you can ask customers to do isdifferent, i.e., they may not be able to give aquote for a press release or speak at an event Formalize Direct Marketing in some locales –i.e., Dear Mr. Smith v. “Dear Sam” Put your local address/contact info on thewebsite List local events you are participating in
  7. 7. Marketing Tips Monitor your global brand online to measureattitudes and the impact of your programs Use social media to connect with localconsumers and allow for two-waycommunications and establish a dialogue A localization partner can help withinternational social media monitoring andtranslation of these communications so youstay on top of what is being said about you
  8. 8. Content Tips Eliminate colloquialisms Edit marketing copy to eliminate U.S.-specificreferences, i.e., HIPAA and Sarbanes Oxleyregulations that don’t apply outside of the U.S. Get an in-country expert to write the copyusing basic copy points
  9. 9. Graphic Tips Reduce the use of text in images If you’re working with machinetranslation, i.e., Google Translate, they won’t workwith graphical images Allow your text to grow Make sure your layout can survive machinetranslations Web content written in English and converted toanother language, should flow into your webpage Print content may not flow as easily as somewords are just longer in one language than theyare in another, i.e., German
  10. 10. Legal Tips Advertising Regulations: advertising related tocertain types of products are subject to approvalby various governing bodies in other countries Comparative Advertising: may not be legal inother countries. Americans may use phraseslike "best" and "better" to describe products inrelation to other brands, but Germany, Franceand Belgium don’t Be Careful with Promotions:contests, sweepstakes, deals and premiumoffers (i.e., buy one, get one free) can be
  11. 11. Design Tips Work with an international design firm and in-country managers to understand perceptionsof colors and symbols with your targetaudience Color matters when designing a global-friendlysite because what a color connotes can varygreatly depending on culture. Green, forexample, can represent serenity or eco-friendliness in the United States, but in somecountries, it is associated with greed
  12. 12. Website Tips Make Your Shopping Cart Global: whenaccepting payment from global users, offer thepayment amount in one currency Share Shipping Information: post yourmethod of international shipping on yourwebsite to set your customer’s expectationsproperly Post customer service information andhours on the website
  13. 13. Website Tips Secure Website Extensions: i.e., .nl, .de, etc. inadvance of launching your site Choose the Right Search Engines: Figure outwhich search engines are used by the particularmarkets you are targeting Localize Content: Don’t just translate yourwebsite into target languages and think yourphrasing is correct. Use human translationinstead of machine translation where you can Choose Native Keywords: Work with nativespeakers trained in SEO to figure out the bestnative keywords for your website and its content
  14. 14. Social Media Tips - Facebook Facebook: Either create one page or many One brand page: lets you target updates bylocation, demographics and language. It’s easy toupdate. But, it could be confusing to users whovisit your page and find updates in multiplelanguages Multiple regional pages: takes more time tocustomize, as various logos and text should becreated for each page. But, pages will be betterfocused on each country you market in
  15. 15. Social Media Tips - Twitter Twitter: If you expect to tweet in multiplelanguages, you should create multiple Twitteraccounts. This minimizes confusion withreaders who dont speak all of the languagesyou tweet in. Dells Direct2Dell corporateblog, for example, has Twitter feeds inEnglish, Norwegian, Chinese, Japanese, andSpanish
  16. 16. Social Media Tips - YouTube YouTube: While creating video content invarious languages is a huge task that may notbe possible. Adding subtitles to YouTubevideos is a way to get around doing voiceoversfor each country
  17. 17. Marketing Tips - Measure Your marketing department, along with yourlocalization vendor can conduct a quarterlyreview of your international brandmessages, collateral materials, and language-related business practices in each market. Regularly seek client, vendor and employeefeedback regarding how your brand deliverson its promises and the evolution of yourbrands image

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