Global marketing communications

Global Marketing
Communications
Wendy Pease
Rapport International
www.RapportIntl.com
September 2014
Rapport International, 2014

Agenda
 Strategy for entry important
Strategy for entry important
 Translation options to consider
 Controlling QUALITY is important
 Marketing Communications suggestions
 Consider global differences
 SEO special considerations

Strategy #1 Look for Activity
Remember Ed’s slide

Strategy #2 Deal in English
No. 1 Fear of Exporting
Dealing with Language Issues

Skip Translation –
Target English-Speaking
Countries
 United States
 Canada
 Caribbean
 UK
 Netherlands
 Australia
 New Zealand
 India
 Hong Kong
 Singapore

Lost Market Only English
Speaking Countries
14%
7%
79%
English Speaking in
Countires
Non-English Speakers in
Countries
Rest of World

2000-3000 Languages in World
and the Number is Decreasing
75%
20%
5%
Chinese, English,
Spanish, Russian, Hindi,
German, Italian,
Japanese, Arabic,
Bengali, Portuguese,
French + dozen more
Other
1000's of languages

Languages to Talk to 60% of
World (3,900,000,000 people)
 English
 French
 German
 Spanish
 Portuguese
 Italian
 Russian
 Traditional Chinese
 Simplified Chinese
 Japanese
 Hindi
 Bengali
 Arabic

Strategy #3 - Market Analysis
Traditional Recommendation
Assess Market Potential – market size,
economic climates and trends, demand for product/service. Avoid
“look good” markets.
Find opportunities – well researched customer and
competitive analysis allows for quick penetration and avoidance of
poor market choices.
Understand the business framework –
legal, financial, regulatory, environmental, political, marketing
practices. Get knowledgeable help.

Strategy #4 – Growth Potential
Analyst Expectations
2010 2050
Rank Country
1 United States
2 China
3 Japan
4 Germany
5 United Kingdom
6 France
7 Brazil
8 Italy
9 Canada
10 Russia
Rank Country
1 China
2 United States
3 India
4 Brazil
5 Mexico
6 Russia
7 Indonesia
8 Japan
9 United Kingdom
10 Germany
Source: Dionysios Bouzos presentation at the
Emerging Markets Symposium Oct 2013

Start with BRIC Countries
 Brazil
 Russia
 India
 China

Other Options
•BRIC Brazil, Russia, India, China
•BRICS Brazil, Russia, India, China, South Africa
•MIST/MIKT Mexico, Indonesia, South Korea, Turkey
•N-11 South Korea, Indonesia, Iran, Mexico, Philippines,
Turkey, Egypt, Nigeria, Pakistan, Vietnam,
Bangladesh
•3Gs Bangladesh, China, Egypt, India, Indonesia, Iraq,
Mongolia, Nigeria, Philippines, Sri Lanka,
Vietnam
•CIVETS Colombia, Indonesia, Vietnam, Egypt, Turkey, South
Africa
•MAVINS Mexico, Australia, Vietnam, Indonesia, Nigeria, South
Africa
•EAGLES Brazil, China, India, Indonesia, South Korea, Mexico,
Russia, Taiwan, Turkey, Iran
•EAGLES NEST Argentina, Bangladesh, Chile, Colombia, Egypt,
Malaysia, Nigeria, Pakistan, Peru, Philippines,
Poland, South Africa, Thailand, Vietnam, Iraq,
Saudi Arabia

Places to Start
 Mexico
 Indonesia
 South Korea
 Turkey
 Egypt
 Nigeria
 Vietnam
 South Africa

Weigh ALL Strategies
 #1 Incoming Action
 #2 English Only or Preferred
language/culture
 #3 Needs Analysis
 #4 Experts on Market Analysis

Translation options to consider
Controlling QUALITY is important
Agenda

Translation Options
 Gist
 Globalization
 Localization
 Transliteration

Branding Mistakes
Got Milk
NOVA
Pinto
Electrolux

Option Depends on Materials
 Communications – email, personal correspondence
 Human Resources – employee announcements,
training, newsletters
 Operations – spec sheets, training, manuals
 Research – articles on subject, patents, new product
 Legal – contracts, agreements, disclosures
 Financial – annual reports, financial statements
 Marketing – web, brochures, price sheets, press
releases, communications materials, business cards

Bottom Line!
 Use Globalized or Localized translation
for any document that has the potential to
significantly affect the financial standing,
legal position, safety performance or
equipment operations of a company.

Controlling Quality
 Well written English
 Clear message
 Present final copy for translation
 Allow for expansion
 Edit/review/test the translation
 Hire the right agency
 Allow time
 Track changes on future edits

Unfortunate Restaurant Names
Soon Fat
Chinese Take Away
Cabbages and Condoms
Thai Cuisine
Chickpizz
(for chicken or pizza)
Chocolate Log
Confectionery

Marketing communications suggestions
Consider global differences
Agenda

Cultural Communications
 Graphics
 Colors – red, black and white
 References
 Jokes
 Formality
 Off limit topics

Global Culture
 Smile
 Off Limits Topics
 New “Golden Rule”

Global Differences
 Cognitive Styles
 Negotiating
 Value System
 Manners
 Eating
 Humor
 Gifts and Business Card Giving

Cognitive Style–processing info
 Open versus closed
 Associative versus abstractive

Negotiating – for best interest
 Faith
 Fact
 Feeling

Value System –
Basis for Behavior
 Locus of Decision Making – individualism
or collectivism
 Sources of Anxiety – interpersonal
relationships, religion, technology and law
 Issue or Equality/Inequality – division of
power

Manners
 Touching
 Greeting – Business Cards
 Conducting Business

Eating
 Ordering
 Seating Arrangements
 Table Manners
 Paying
 Tipping

Humor
Be Careful!

Gifts
 Expectations
 Amounts
 Appropriateness
 Logos

Guidelines
 Individuals are all different
 Be aware of differences
 Be authentic
 Ask your interpreter or your host

Agenda
SSEEOO ssppeecciaial lc ocnosnisdiedreartiaotniosns

SEO Particulars –
Google Dominates World

In-language Content!!!
 70-90% of consumers spend most or all of their
time on websites in their own language.
 73% of consumers are more likely to buy a
product with information in their own language.
 56% of consumers said that the ability to obtain
information in their own language is more
important than price.
 42% say they NEVER purchase in other
languages.
Source: Common Sense Advisory Survey &
European Commission Study

Largest Search Engines
 China – Baidu
 South Korea – Naver
 Japan – Yahoo
 Europe – Google
 Russia – Yandex (4th largest in the world)

Tips for SEO –
 CONTENT, CONTENT, CONTENT
 Consider global mobile usage
Same for marketing!!!
 Understand local users – search terms,
preferences, competition, thought leader
 Make it culturally appropriate – sentiment,
language, type of content
 Abide by local regulations (censorship)
 Source right technology and talent

Thank you!
Please contact me with any questions
Wendy Pease
Rapport International
93 Moore Rd.
Sudbury, MA 01776
978-443-2540
wendypease@rapportintl.com

Global marketing communications

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