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International Marketing Matters Successful international


communications Surely the easiest way to avoid failure in international


communications is to have a strict policy for standardised activity? This might appear the obvious solution but what about cultural sensitivities and differing perceptions of customers around the globe? Ceris Burns, international marketing specialist for the cleaning industry, considers the factors that affect the degree to which international communications can be standardised or should be adapted.


Companies usually decide to standardise their international mar- keting communications because it’s a way to reduce costs. There are benefits of economies of scale for example in creative work, media buying and by replicating successful programmes in other countries. A second benefit comes from the fact that customers feel that they receive additional value from a brand that is consis- tently and widely recognised. Your products and services may, for example, be used because your company is perceived positively by your customer’s suppliers and own customers and not just because your price is right.


Consistent branding reinforces awareness in the customer’s mind and breeds familiarity from which follow confidence and loyalty. When travelling overseas, isn’t it always comforting to find that the local bar stocks your favourite beer or to know there’s a well known fast food brand around the corner just in case? The same confidence applies in the business world as well. The Internet also enables companies the world over to make standard products and services available to customers and gives smaller companies the chance to compete on equal terms with the big boys.


Standardised advertising can be easily used when the main content involves visual messages, if music is a key component or if well known symbols are incorporated. On the other hand, advertisements don’t transfer well to other countries when, for example, written or spoken language plays an important role or if humour is used specific to a particular culture.


Communications adaptation


Cultural differences are the main reason for companies to adapt their communications. Customers in different countries respond in different ways to communications and this has to be taken into account. A study* into the content of advertisements in local lan- guage magazines in Hong Kong, Japan, Korea and Taiwan showed that the use of western language and people was affect- ed by the product type and country of the customer, product/ser- vice origin and manufacture. It proves that it is difficult to stan- dardise in these situations as the message would most likely be misunderstood and it could even cause offence. With increasing international travel and business, there is likely to be more similar- ity of ideas, cultures and language in advertising, but for now, in some countries more than others, this is not yet the case. The way that women are depicted in advertising can also be significantly different**. In China, for example, women are shown as product users and men as having product authority. This does not follow in Singapore where women tend to appear as the spokesperson for a product and to be the providers of information.


There are other local reasons why companies might need to adapt their communications. It’s not just a case of changing your creative idea and message. In some countries, for example, there are legal constraints as comparative advertising is prohibited and specific offers such as ‘up to 25% off’ are not allowed. The method of delivery of your message may also need to be adapted. We might take the national press for granted in the UK but in some countries it doesn’t exist, meanwhile, in others there may be low levels of literacy so your message is not understood. If you run a promotion, the perception of the value of the offer or prize and the type of prize that would interest a customer, may also differ between countries.


Often brand names need to be changed to ensure a successful launch into new markets. I’m sure we all know of high profile blunders due to a product name not translating well into the target market’s local language. There was the Nova car which flopped in Spain because in Spanish ‘no va’ means it doesn’t go. Similarly a UK hygiene company recently had a lucky escape when it was about to launch its new ‘Mist’ fogging service into Germany. ‘Mist’ translated into German means dung! Names can also have positive or negative connotations across boundaries and it is definitely worth the modest investment to get your product or service name checked out.


If you have access to colleagues or business contacts in your target market, a sensible approach to getting your communications right would be to set up a working group. Shared knowledge about local research, product and marketing knowledge and consideration of any local sensitivities, will go a long way to avoiding the pitfalls mentioned above and to getting your product or service to market safely and quickly. To share your views and experiences of international communications email Ceris at:ceris@cbimarketing.co. *Neelankavil et al (1996) ** Siu and Au (1997)


Ionator scoops Italian award


The Activeion ionator EXP, the handheld chemical-free cleaning tool that ionises tap water into a powerful, bac- teria-killing cleanser that also kills the swine ‘flu virus, has won the Italian AFI- DAMP Green Award 2010 for Eco-Design and


Innovation for environmen- tal sustainability.


Recently launched in the UK and Europe by Activeion (Europe) GmbH, based in Switzerland, the Activeion ionator EXP is slightly larger than a conventional trigger- spray bottle. It is simply filled with tap water, with no added chemicals. Technology within the ionator


temporarily converts the tap water into ionised water which, when sprayed on to surfaces such as glass, stainless steel, laminates, wood, natural stone or


marble, breaks down dirt, grease, food residues, and other soil to leave the surface sparkling clean and almost totally free of pathogens. The ionised


The Activeion ionator EXP, the handheld chemical- free cleaning tool that ionises tap water into a


powerful, bacteria- killing cleanser that also kills the swine ‘flu virus, has won the Italian


AFIDAMP Green Award 2010 for Eco-Design and Innovation for environmental sustainability.


products for the professional sector. The Clean Green Award is AFIDAMP’s annual event highlighting companies that have contributed to the cleaning industry with their innovative environmentally beneficial products.


Activeion won the award in the cleaning tool category, shortlisted by a panel of highly-qualified technical experts from the international cleaning industry.


“It is an honour for


water reverts to being ordinary tap water after 45 seconds.


AFIDAMP is the Italian association of manufacturers of equipment, machines and


Activeion technology to be so recognised by such a distinguished panel of experts,” said André G. Krell, general manager of Activeion (Europe) GmbH. “We are proud that our innovative approach to cleaning, our remarkable cost-saving benefits and the ionator’s ability to reduce the use of environmentally damaging chemicals has earned this prestigious award.” www.activeion.com


M


Thousands of fl oors. One mop head. P A h D . c


longer replacement intervals and ultimately less cost. Which is great news for your business. And your balance sheet.


S For years of perfect performance, it must be a Miele. Call 0845 893 0755 or visit www.miele-professional.co.uk


With its unique gentle wash action, the Miele PW5064 washing machine signifi cantly extends the life of mop heads and cleaning cloths. And it gives you perfect disinfection time after time. Miele products are engineered to keep performing wash after wash, year after year. Meaning less downtime,


September 2010 C&M5


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