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Top 3
Asia Travels
Marketing
From My Takeaways
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I just got back from a three-month assignment in Asia for Intel.
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My objectives were twofold:
‣Guide the regional marketing teams to create their own business marketing strategy
‣Understand regional and country needs
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I ended up spending a lot of time understanding their markets, challenges and plans.
Here are three key takeaways:
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Regional and country teams want strategic direction from headquarters.
1: Create Global Go-to-Market Plan
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They want to know:
1: Create Global Go-to-Market Plan
‣Who is the target audience
‣What resources are available
‣What is the creative concept
‣When is the major product lunch
‣Why their customers should be interested
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2: Give Geos Freedom
Delivering global go-to-market plans doesn’t mean telling regions what to do and how to do it.
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2: Give Geos Freedom
If geos don’t follow headquarters’ strategy
& creative 100%, UNDERSTAND WHY.
Sometimes what plays in Boise just doesn’t work in Taipei.
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3: Provide Messaging and Content
In addition to resources, funding and strategic guidance, the elements most needed are messaging and content.
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3: Provide Messaging and Content
Geos look to headquarters’ raw messaging as a starting point for localization and translation.
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3: Provide Messaging and Content
I also learned different geos prefer their content delivered in different formats.
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3: Provide Messaging and Content
To address this, I recommend:
Geos
Local Consumers
Corporate
Headquarters provides a standard set of content (e.g., videos, solutions
briefs, case studies)
Allow geos to localize and tune the content to their specific regional tastes
and needs.
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I also noticed that each country’s marketing execution is different.
One country may work with solution providers to reach the target audience, while another country may choose to dial up on advertising to talk to the target audience directly.
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The challenge for me is to understand the common threads among countries to provide sensible strategic guidance and create relevant content for them.
TAIWAN
SINGAPORE
AUSTRALIA
PHILIPPINES
INDIA
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What have you learned about marketing strategy from experiences abroad?
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