International Marketing Case Study Blunders & Tips to Prevent Them
If you follow marketing then you likely have seen brands make the sometimes fatal mistakes of branding an entirely wrong message. It happens more often than not, and even the most established brands have made a few blunders when it comes to branded messages in another language. If you are considering global expansion, then consider the following case studies before making that leap of fate.
Language & Cultural Differences:
Coca-Cola a brand that is recognized by many cross-cultural consumers, which ran into trouble with their brand name in its initial debut in China. Coca-Cola was rendered as ‘Ke-kou-ke-la.’ Unfortunately, this company didn’t make this discovery until thousands of signs has been printed, with the phrase “bite the wax tadpole” or “female horse stuffed with wax”, depending on the Chinese dialect. Coca-Cola then went on to research over 40,000 Chinese characters and found the closest phonetic equivalent “ko-kou-ko-le”, which can be translated loosely to mean “happiness in the mouth.”
Going along with the lines of carbonated soft drinks, in Taiwan, the Pepsi slogan “Come alive with the Pepsi Generation” was written as “Pepsi will bring your ancestors from the dead.” (Yikes!)
The most infamous of case studies, is when GM introduced the Chevy Nova in South America, they were clearly unaware that “no va” really means “it won’t go.” After GM figured out why they were not selling any of their vehicles, they went on to rename the car ‘Caribe’ in the various Spanish markets.
Ford also had a similiar problem in Brazil when the Pinto flopped. The company discovered that Pinto was the Brazilian form of slang for “tiny male genitals.” Ford pried all of the nameplates off the cards, and substituted Corcel, which means ‘horse.’
Branding
Whether you are a large brand or a start-up when you are going to take the leap for global markets consider the translation and its meanings. Here are a few tips to help you as you grow your business:
1. Make sure that you research every market and possible language translation meanings. You want to ensure that your market will give you a positive response versus a negative one. These types of mistakes can be really costly, and for a smaller enterprise it can be crippling.
2. Test your ‘slogan’ or ‘branded message’ in a focus group if possible in the proposed markets. When you come up with the messages consider testing them in markets that speak the same language, or in that particular country. Don’t just go in blindly.
3. Don’t just consider your slogan think about imagery, and the over all branded message. The simple asthetics such as color, the people in the background, or even the spokesperson should be taken into consideration. There are rules of engagements for each international country, the last thing you want to do is offend someone with a creative color scheme that works in the United States, but would offend others in another market.
These tips are simple and straight-forward, but there is more than what meets the eye. We take measures in working with our clients especially as it relates to marketing and branding. Before you begin your expansion into the global market, consider what we have outlined above. Happy Marketing!!
Effective Sales Pitch Techniques For Your Link Building Strategy
In a previous post we covered, Three effective steps to link building for your SEO strategy. This article serves as a continuation as you learn to develop a greater list of websites and pages for your desired links. Often times web-masters run into difficulty in locating contact information and opening the opportunity for a conversation.
At this stage, you will have to hunt for ways to reach the owner. Often (not always) there maybe a contact page that results with potentially a phone number (very lucky), e-mail address (lucky), contact form (let’s hope they read it), or even a physical address (don’t bother – last resort). And if all else fails, then you will have to search deeper and look through domain records. For record locator’s, we recommend and utilize WHO.IS (http://who.is). This information uncovers data on the name, address, and email of the domain owner. This data is publicly available and we advise that it be utilized with proper and professional intentions.
If the aforementioned fail, then you may have to become the borderline ‘investigator.’ Search through the website to find all possible links to the websites Twitter, Facebook, or other relevant social networks. This method may establish a connection and open the opportunity for a relevant link.
Formulate a Sales Pitch
Why should the website owner give you the link? Unfortunately, there is no ‘one-pitch-fits-all’ template. Each pitch must be customized to the website and written on a personal level. Otherwise, please don’t expect a response.
For Blogs: Most Bloggers are happy with content submission. A well-written, thoughtful article that is related to the industry and blog may be accepted. Within the article, you may include anchor-text links to your website. Bingo!
Direct Pitch: Webmasters are constantly working to improve their personal web presence. That is why it can be beneficial to be very straightforward with your request.
“Hi I was reading an article on jxw.com website that was discussing Nike Air Shoes. I was wondering if you could link to my website page so your visitors know where to purchase them?”
Product Trade: Often providing the product to the website owner (outreach program) is a benefit in itself of achieving links from the proposed website. At this juncture, many factors must be considered prior to making such a decision. The product value ($10, $100, $1,000) and the authority of the website and its following. The data uncovered within the initial search is important to calculate if the give-away will provide a positive ROI from the links.
Refine & Conduct a Post-Mortem
Most digital strategist and Internet marketers overlook the post-mortem concept. Spend the extra time to calculate the number of website owners that respond, and the numbers of those who accept your deal. Determine which pitch strategy based on the type of website (i.e. forums, blogs, general websites, etc.) has the highest conversion rate. Repeat, rinse, and re-use the most effective strategy.
There you have it, five effective steps to expanding your link building strategy for SEO. Contact us for your search marketing campaign. We have the experience to build your web presence.
If you liked that post, then try these...
Five Essential Components To Internet Marketing Success
The Power of Call to Action
A call to action or CTA can be summarized as a marketing message that includes a very finite and specific appeal to your target audience. In other words, your goal is to ensure that the audience takes the action following the receipt of the intended message. A call to action can be utilized in print, radio, outdoor, and television advertising. However, it is very commonly used in Internet marketing strategies that are tailored to specific audiences.
Why Create a Call to Action?
Advertising has two primary components. One is to get the marketing message in front of your audience, and the second is to get them to act upon it. Both of these elements can allow for a return on investment. We have outlined a few techniques to create your own ‘call to action’ that will have your telephones ringing, web conversations increasing, and finally your ability to innovate your profit margins with real time sales graphs.
Trial/Introductory Period:
Persuasive techniques indicate that allowing a user to try a service or product throughout an introductory time period can build loyalty quickly and help to establish credibility without the feeling of the classic buyer’s remorse.
No ‘Risk’ Purchase:
Various audiences seek out opportunities for the ‘no risk’ purchase in the event that he/she tries your product/service. Inform your audience about the simple cancellation policy within the first 15 or 30 days of initial purchase.
Price Increase:
Large enterprise organizations have been utilizing this technique to lure in more customers. Let’s face it, everyone is searching for a great deal on purchases. Let’s think ‘Black Friday’, as it is one of the retailer’s largest marketing ploy to lure mass consumers into their stores. This applies to both your brick and mortar and online stores. Consider this principle to bring in increased sales in a short period of time.
Upgrade Offers:
The automotive and consumer electronics industry are notorious for this simple call to action. Upgrades can boost sales performances with greater added-value. Upgrades can occur as a free incentive or can be furnished with paid options. After-all who doesn’t want a top of the line product/service?
Free Giveaway:
This technique is common and can be spotted in numerous marketing campaigns. Buy a computer and get the printer for ‘free.’ Buy this acne cream and we will throw in a second bottle for ‘free.’ These offers can drive high volume of sales in a short period of time.
These techniques can be combined with creative and meaningful copy that attracts your buyer. Provide a simple marketing message that will allow for your market to really hone in and listen.
Examples:
- Contact us today for a free white paper on Wealth Management
- Get a free market analysis on your home
- Sign-up now and learn how to protect yourself from identity theft
- Learn how to choose the perfect engagement ring and avoid costly mistakes
- Purchase a season pass to avoid long lines
- Read how to fall asleep if you suffer from insomnia
- Call today and find out what the IRS looks for in your tax returns
- See how we are helping small businesses manage cash flow and become profitable
A simple call to action can demonstrate a unique capability for the business and position itself for growth. Provide a solution and phrase your ‘call to action’ with the intent to attract your intended audience.
