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Adapt your product and marketing strategy for local markets. Win your local customers with the right business strategy. Avoid pitfalls. PocketSquareMedia.co
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International Marketing Tips By: Wayne Chen
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡ Companies operate in international markets must adapt for local differences: § Language § Culture § Legal § Regulatory § Pricing § Advertising § Venues
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡ Same products across all territories can lead to failure if the product does not meet § Habits § Expectations § Requirements § Regulations § Pricing § Presentations
Maharaja Mac -‐Chicken -‐India
Big Mac -‐Beef -‐USA
¡ Adapt § Buy local § Sell local § Win local
¡ Develop local marketing § Gather market intelligence § Modify standards § Identify demographics
¡ Enables you to adapt to local needs without developing different products
¡ Examples: § Chassis, time, currency,
language, images, content, colors and user experience
¡ Packaging information must reflect local requirements § Hire a local or culture agency
to ensure product and operating instructions are accurate
¡ Example § Product graphics and colors
must conform or fail to meet acceptance
¡ Drive local relevant messages, creative ads, and offers. Retains value and strengthen of your brand and product § Focus on market education § Adapt MarComm strategy § Customize emails,
newsletters, ads, publications, direct marketing and social media
¡ Choose different channels to market helps you break into new markets and grow your business
¡ Local distributors and agents provides local market knowledge and contacts to boost market entry § Websites § Social Media § Print Ads § Local marketing
360 Marketing Integration
Blogs + Social
Networks Web /
Mobile Ads
Inventory Marketing
Radio / TV
Direct Mail
Billboards
E-‐boards
Vehicle Marketing
Press / Media
SMS / MMS
WOM
Contact information ¡ Wayne Chen ¡ [email protected] ¡ www.PocketSquareMedia.co
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!