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Transcript of International Promotion. Two essential ingredients of promotion: Know your customer –Know who you...
Two essential ingredients of promotion:
• Know your customer– Know who you are talking to
• Know your product– Know what you are talking about
Product features product benefits
Promotional Mix – more than advertising alone• Sales Promotion – trade shows, sponsorships,
merchandising• Personal Selling• Advertising• Publicity & Events
Trade Shows & Expositions• A common meeting ground for buyers and sellers of products specific to a particular industry.
Can range from very local (Portland Boat Show) to national (National Marine Manufacturer’s Association) to international (Sydney International Boat Show).
What is a trade show?• Trade exhibition or fair• Product info & display
booths• 1,000 exhibitors avg.• Participants: vendors,
buyers, promoters• Usually restricted to
legitimate buyers, sellers & press
To participate (costs):
• space rental
• booth/display
• travel & accommodation
• pamphlets & giveaways
A sample of international shows
IMM – International Furniture Fair
Cologne, Germany 125,000 attendees
Tokyo Game Show Tokyo, Japan 160,000 attendees
CES, Consumer Electronics Show
Las Vegas, USA 120,000 attendees
Why trade shows?
• Collect information: market & competition• Contact government officials• Find an intermediary• Cultivate contacts
• Product demonstrations • Reach lots of prospects in a short time
frame
How to get started…• Set goals• Make a list of shows• Screen for the best shows• Exhibiting
– Booth– Exhibitor paperwork– Booth staffing & training– Lead tracking– Follow-up
Some on-line trade show directories
• http://tsnn.com
• Tscentral.com
• ExpoCentral.com
• FITA.org tsnn.com
Identifies trade shows by category, country, region.
Provides access to virtual trade shows.
Virtual trade shows
Advertising: Creative Issues
• Legal issues - e.g., Malaysian prohibitions on alcohol & tobacco promotions
• Language issues - translations, multiple languages; e.g., Malaysia Bahasa Malaysia, English, Mandarin, Tamil
• Cultural issues - products not always used in the same way; cake in Japan/U.K., laundry soap in Mexico. Different approaches to advertising creativity (“mood” vs. “benefits)
http://www.agencyfaqs.com/advertising/storyboard/Idea/1954.html
Cultural Differences between U.S. & Japanese Advertising
Japanese Advertising• Unspoken agreement• Interested in who is
speaking• Product stays behind
the scene • Suggestion & verbal
subtlety
US Advertising• Get facts straight• Interested in what is
spoken• Product is “star”
• Clear expression
Advertising: Media Issues
• Availability & restrictions
• Cost
• Coverage & media use differences
• Market Data
Traditional Media Alternatives
Newspapers*
Magazines*
Radio & Television
Satellite and Cable Television*
Direct Mail
* Including Foreign editions of U.S. Publications & broadcasts:
CNN Japan
BW Poland Vogue Russia
Cost & coverage comparisons
Business Week:
North America• Circulation = 987,369• 1 p 4C = $103,320• CPM = $104.64
Business Week
Indonesia• Circ = 25,000 (est)• 1 p 4C = $3,630• CPM = $145.20
Mass media is not available in other countries like it is in the U.S.
Print media in global markets (2000)
Top news-paper Circ.
Rate:1 p b/w
Topmagazine Circ.
Rate:1 pcolor
USA Wall StreetJournal
1.9mil
$154,814$81 cpm
ModernMaturity
20.6mil
$266,490$13 cpm
Germany Bild 4.23mil
$227,592$53 cpm
TV Movie 2.59mil
$43,909$17 cpm
Brazil Folha de SioPaulo
0.6mil
$117,812$196 cpm
Veja 1.12mil
$43,282$39 cpm
Rates are in U.S. DollarsSource: Ad Age Dataplace
www.adage.com
Coverage issues in IndiaWSJ partners with the Times of India• Pro: hi tech readers eager to read how its is
done in the U.S• Con: most IT professionals work for foreign
(not Indian) companies
Other:• 40% of India’s GDP is agricultural; these
people don’t speak English• Regional ag publications provide better
coverage than national.
Source: Media companies push into Asia. BtoB, Feb. 9, 2004.
Media restrictions in CanadaCanadian Radio-Television & Telecommunications
Commission (CRTC)
Rules on programming content:
Radio: 30% of all music per week = Canadian
TV: 60% Canadian over year
50% Canadian evening (6 pm - midnight)
Problem:
Canadian content TV brings in fewer viewers
(less advertising revenue)
Global Advertising Markets by Percentage Spending in Advertising Media (est. 2000)
United States
Germany
Brazil
Source: Ad Age Dataplace
www.adage.com
Media habits differ by country…
Tech Penetration (2000)
Internet PC Mobile phones
U.S.A. 37% 52% 33%
Germany 25.2 23.6 15.3
Brazil 3.2 6.5 n/a
Source: Ad Age Dataplace
www.adage.com
Advertising Agencies• Completely local• Company-owned (“do-it-yourself”)• Multinational (1999):
– Dentsu Inc. (Japan) - Canon (24), Nestle (7), Sony (8)
– McCann-Erickson (U.S.) - Black & Decker (26), Del Monte (5), Gillette (48), Coca-Cola (49)
– Publicis/Saatchi & Saatchi (Paris/U.K.) - VISA (29), Sony (24), P&G (46), Hewlett-Packard (37)
(# of countries) Source: adageglobal.com