*Racing Establishment of a Race/ Sport Brand Jockey Involvement essential. They are the only marketable assets within the industry and no one has leveraged this since the 1970s. Point System for Jockeys *Hospitality – Touch on briefly Other sports are constantly innovating their apparel offering. Horse racing is not. (New Apparel) Corporate Sponsors of Jockeys, Horses, Events and Track Fan apparel and Preakness Products *Technology – Touch on briefly Text-2-Win Campaign
Communitech Strategic Marketing Peer Topic
Things to ConsiderWhen Marketing Your Product Outside of Canada Communitech Peer-to-Peer Marketing Group Matt Duench Sandvine @mduench
Today’sTopic • About Me • A Bit About Sandvine – Sandvine Business Intelligence • Why Go Global? – Global Marketing Considerations • How? – Think Global, Start Local – Channel Marketing – Localization: Adapting to Local Culture • What? – A Spotlight: Africa, Its not a Country – The World’s Fastest-Growing Economies – The Opportunities • Your Product. The Next Move
About Me@mduench • Managed a global reseller network consisting of partners with coverage in over 85 countries • Launched geography-specific marketing campaigns in Germany, UK, France, Denmark and Brazil • Planned and executed sponsorship of and exhibition at international events • Support local sales force and partners through pre-sales activities and international campaigns
A Bit AboutTrusted global telecoms vendor Sandvine• >500 employees• HQ in Waterloo, Canada• Support, Services and Sales enabled through regional staff & strategic partnersDeployed by >200 CSPs worldwide,serving >400 million subscribers• Any access technology, any scaleMarket share and innovation leader• Market leader in Network Policy Control• Delivering more powerful solutions, faster
Sandvine Products I work with communications service providers around the world to help them gain the intelligence from their network necessary to spot opportunities to improve the quality of service for subscribers, reduce costs and increase revenue.
Why Go Global? • Controllable Elements (Micro) Global – Language and Translation Marketing – Price and Payment MethodsConsiderations – Research • Uncontrollable Elements (Macro) – Competition – Legal Restraints – Cultural Considerations – Government Controls, Weather – Customer Behaviors The environment within which a marketer must implement marketing plans differs dramatically from country to country and region to region. It’s up to the marketer to adjust & adapt.
How?Think Global, • Market Research Start Local • Select a Test Country • Develop your Marketing plan – Start in English – what has worked domestically? – 次にカスタマイズ • Leverage The Canadian Trade Commissioner Service What unique solution does your product provide? Can success be replicated internationally?
How? Channel • DirectMarketing – Localized Marketing Plans – Local Sales Staff – Local Distribution • Channel Partners – Existing Contacts and Customer Relationships – Training and Support – Scale Local partners can be a great asset to achieve scale and leverage existing channels of distribution.
Why GoGlobal? • Start in English, Then Regionalize • Consider Local Marketing Mix – Consult trusted translation companies – Social, Support & Customer Communications – Google adwords (Where applicable) – Regional & Local Events/Conferences – International Trade Publications – Regional list brokers for DM campaigns • Test, Then Test Again! – The ideal marketing mix Replicate initial marketing success, adapt to achieve ideal mix, then regionalize marketing activities to refine focus.
What? A Spotlight:Africa, Its not a Country There 54 countries that make up the African Continent – with a population of more than 1-billion people, it’s the second-most populous continent in the world.
What? A Spotlight:Africa, Its not a Country Senegal Nigeria Did you know: With a population of ~170-million people, Nigeria is the 7th most populous country in the world.
What? World’s Ten Fastest- Growing Economies Intense investment in infrastructure is expected to be a key area of economic opportunity and growth for several countries in Africa.
What? Infrastructure - Telecommunications and PowerNew mobile networks are leapfrogging older access technologies with some mobile sites powered entirely by diesel due to remoteness and poor electrical infrastructure.
What? Mobile Communication Africa is becoming upwardly mobile. Savvy marketers are those who can repeatprior mobile marketing successes and replicate that success in emerging markets.
What? MobilePenetration While much of Africa is under-penetrated, the evolution of mobile networks and adoption of smartphones is expected to drive a whole new world of consumer behaviors
What? ApplicationsStreaming, messaging, browsing, banking and education apps will begin to drive the bulk of usage on mobile devices
What?mBanking It’s estimated that only 20% of African families have bank accounts – acting as the main catalyst to a mobile banking industry expected to be worth ~$22 Billion by 2015
What? EducationCompanies in the eLearning and Education space can expect to havesuccess leveraging internet-connected devices such as tablets and e- readers.
What? Your Product. The Next Move FACE OFTHE RACE 24
References De Waele, Rudy. (2013). Mobile Opportunities in Africa, Engaging with the Next Billion, ForumOxford, http://www.slideshare.net/rudydw/mobile-opportunities-in-africa Slides 6, 7, 8, 9, 13, 21, 23, 32, 34, 43, 47, 62, 72