global marketing communications

Rapport International, 2014

Wendy PeaseRapport Internationalwww.RapportIntl.com

September 2014

Global Marketing Communications

http://www.worldlingo.com/en/index.html

http://www.worldlingo.com/ja/index.html

http://www.worldlingo.com/zh_tw/index.html

http://www.worldlingo.com/es/index.html

http://www.worldlingo.com/zh/index.html

http://www.worldlingo.com/fr/index.html

http://www.worldlingo.com/pt/index.html


Agenda

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

Strategy for entry important


Strategy #1 Look for ActivityRemember Ed’s slide


Strategy #2 Deal in EnglishNo. 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 inCountires

Non-English Speakers inCountries

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 AnalysisTraditional Recommendation

Find opportunities – well researched customer and competitive analysis allows for quick penetration and avoidance of poor market choices.

Assess Market Potential – market size, economic climates and trends, demand for product/service. Avoid “look good” markets.

Understand the business framework – legal, financial, regulatory, environmental, political, marketing practices. Get knowledgeable help.


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 Country1 China 2 United States 3 India 4 Brazil 5 Mexico 6 Russia 7 Indonesia 8 Japan 9 United Kingdom 10 Germany

2010 2050

Source: Dionysios Bouzos presentation at the Emerging Markets Symposium Oct 2013

Strategy #4 – Growth PotentialAnalyst Expectations


Start with BRIC Countries

Brazil Russia

India China

Big Bite to Chew


•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

Other Options


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


Agenda


Translation options to considerControlling QUALITY is important


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

Cabbages and Condoms

Thai Cuisine

Soon Fat

Chinese Take Away

Chickpizz

(for chicken or pizza)

Chocolate Log

Confectionery


Agenda


Marketing communications suggestionsConsider global differences


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

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


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 PeaseRapport International

93 Moore Rd.Sudbury, MA 01776

[email protected]

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