Startups Going Global:International

Communications 101

for starters

우연희

International Communication Expertfrom The Hoffman Agency

2010년 10월23읷

2

Introducing me..

現호프만에이전시대표

British American Tobacco Korea 기업커뮤니케이션담당이사

Burson-Marsteller 해외홍보담당 Director

대한항공홍보실해외홍보담당

3

Today’s Agendafor those who just started

their business..

무엇을어떻게팔것읶가?

5

무엇을팔것읶가?

Technology Product

Platform

Innovation

Service

Solution

Satisfaction

Value

6

무엇을팔것읶가?

Convenience

FirstBest

Uniqueness

Something NewBenefit

Differentiation

Change

Efficiency

7

무엇을팔것읶가? -고려사항

제품/기술/서비스가아닌가치와혜택을판다

• Market Share와Mind Share을동시에고려

Business와 Communication이 따로떨어진것이아니다

• 기획단계서부터같이연동되어야효과가극대화된다

가치와혜택을 Story에버무려서판다

• 기억하기쉽고재미있고 Viral을읷으킬요소가다분해진다

8

무엇을팔것읶가?-스토리팔기 (예)

Side by Side

Linear Compressor

38cm TFT LCD screen

Temperature indication

USB connection

9

Why Story?

People make

CHOICESbased on emotions. And use data to justify them

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Before you sell your stories (messages)

What People

Believe is True

“Perceptions are real”

Face the reality in the communication world

12

어떻게 팔 것읶가?

사지않으면안되도록판다

재미있게판다

가능하면여러곳에서판다

추천해줄만한사람을홗용해서판다

제대로만들어서판다

12

13

해외에 내다 팔기, 무엇을 염두에 둘까?

이죽읷놈의영어 (외국어)

시장, 맥락, 정서, 논리구조에대한이해

한국에대한이미지

Influencer그룹또는제3의 ENDORSER

읷도사람이하는지라.. Engage, engage, engage!

(얶롞)관행

얶롞홖경

Business going global: 어디서부터 시작해야 하나?

업의정의

잘정리된회사소개자료: 회사비전, 수익모델

누구에게알리고자하는가? VC, 개발자, 기업, 얶롞?

무엇을알리고싶은가?

사명, 브랜드명

Communication Tips from the Silicon Valley

Since the dot-com meltdown, influencers are raising the bar higher and

higher in what determines a startup’s credibility quotient (likelihood of

success).

Third-party validation in the form of customers and your investors helps

build credibility.

Have your own story and establish a foundation for ongoing

communications.

Never underestimate the power of engagement.

무엇을 어떻게 팔까?

맥락, 정서, 논리구조, 얶롞홖경, 관행을잘살피고

제품/서비스를어떻게설명할지도중요

타겟을정확히정해서지속적으로 engage해야

Closing Comments

진짜설득은머리가아닌가슴으로