Top 3 Tips for International Marketing Success

Laura Sonderup, Managing DirectorHispanidad

February 28, 2013

Tip #1 – Recognize Your Barriers

• Cultural barriers – Symbolism and humor doesn’t “travel” well. • Values also tend to differ between cultures.– In the U.S., “The early bird gets the worm” while

in China, “The first bird in the flock gets shot down.”

• Language barriers– Generic language category (e.g., Portuguese) vs. specific

version spoken in the region (e.g., Brazilian Portuguese).

Tip #2 — Understand the Consumer’s Value Orientation

• Cognitive styles– How does the target audience organize and

process information?• Negotiation strategies– Deal-focused vs. relationship-focused cultures

• Value systems–What does the consumer accept as evidence?

Cultural Communication Styles

Tip #3 — Corporate Clarity

• Growing global demands for corporate transparency– Organizations must be more ethical in their

business operations, while assuming greater social responsibility.

• Several companies have learned this lesson the hard way:– Nike - alleged sweatshops in Indonesia– Nestlé - marketing baby formula in Africa

Tip #3 — Corporate Clarity (cont.)

• To avoid errors and ensure maximum effectiveness, consider the following:– Gather as much information as possible on the

country/market that you are targeting and the people who live there

– Places of origin, income, gender, age, religion – Advertising regulations

– Learn about people’s relationship to the product or service• Have they used this product or service?• Are they familiar with the brand?

And finally…• While breaking the rules may be the best solution, find

out what the rules are first!– Being aware of, and sensitive to, regional customs and

preferences doesn’t mean mimicking them.• Leverage subtle visual cultural and ethnic identity cues:

– Values– Symbols– Traditions

• Track your results and responses. – Listen to the feedback you are getting from your audience;

tweak the message and run it again.

Contact Information

Laura Sonderup303.239.5235Lsonderup@heinrich.com