Exporting products from one country to another is often a difficult and time-consuming process. There are mountains of paperwork and Customs forms, not to mention duty and taxes and all of the other fees associated with going global. But what if you’re not exporting a product, but instead you’re exporting a program?
Then the real challenges begin.
A consistent marketing strategy and coordinated service offering are critical when planning a launch in a new country. Your new (potential) clients need to know what they’re getting in to, and as globalization forces the world smaller and smaller, there are a number of strategies and pitfalls to be aware when you cross those borders.
It’s time to take over the world
Of course, the key is research. And then there’s the questions.
Are you confident in the strength of the brand? How about the product offering? Does your research show a specific need in the marketplace you’re going to fill?
Is everyone in the office hard at work customizing and tailoring everything to fit with current overseas marketing and partner enablement strategies? Does your product offering reflects the strength of the global brand and demonstrates the unity of the product to the brand?
When going global, there’s no shortage of detail-work.
Let’s take a closer look at a specific example – here at Canyon Communications we’re working with a client in the tech sector as they prepare to launch one of their most successful programs internationally. Bearing in mind the overall brand already has a worldwide presence (and has already been wildly successful stateside), we’re working to prepare for markets they haven’t entered yet – Europe, the Middle East and Africa.
It’s been a great experience tailoring a marketing initiative to other countries, and as we get close to our launch here’s some of the great things (and tips) we’ve learned along the way:
- Translation is key – be sure to translate anything you are communicating in the appropriate language by using a local translator (this includes date format – don’t ask why, just make sure you’re there August 1, 2011, not January 11, 2008).
- Keep time zones in mind when launching e-mail marketing campaigns, programs, etc.
- Keep in mind the appropriate website domain name for that country (i.e. France uses the “.fr” extension rather than .com traditional here in the U.S.).
- Make sure your policies, disclaimers and incentives are legal in other countries. I can’t stress this enough.
- Know the culture of a specific country to know what is business appropriate when meeting with clients and executing upon marketing initiatives.
Canyon Communications has the capabilities to help businesses build or grow their business from U.S. focus to an International focus via strategic marketing plans and programs. Give us a shout to see how we’ve have helped other clients grow their brands internationally.
It’s been a great 2011 so far at Canyon. Business is up 30% – 30%!! – this year over last and we’re continuing to add great 
It is comforting to know that we are not alone in our social media missteps. 
Some of you might have read Dara’s take on SEO in the December issue of 
