Category: Marketing Method

Post #10- International Marketing

When marketing on an international level there are several environments that need to be considered,  including the economic, demographic, cultural, and political/legal environments.  Each of these environments brings its own set of factors such as cultural values.  The values within each global culture may be different, and what is excepted in one market, may be shunned down upon in another.  This is where things can get interesting.  Have you ever gone onto YouTube and searched foreign commercials?  Some of them can be quite funny.

The YouTube video below has a few foreign commercials smashed together in the clip.  I am not so sure that these commercials would make it through the scrutiny of all of our different rights activists in the US.  They are a bit more edgy. Take a look.

This Video From Michele Napier- YouTube

There is a great collection of International Marketing Blunders on YouTube.  Specifically there are print ads that don’t quite translate. As a business owner, I definitely don’t want my product name translating into a bodily function.  That’s just want happened with Ikea and their workbench.  For only $109.00 you can get the “Fartfull” work bench model.  Translation can be a pain, especially when it translates into something completely unrelated, or for that matter repulsive.  Though these blunders are funny and companies may gain publicity, and some of it isn’t good.

It’s entertaining to look at the mistakes that companies have made, some all to obvious, and some through rejection of content.  Sure there lots of failures, but there are even more successes. This is a global world. Businesses should think globally and act locally.  Conduct business and we globally aware on in all aspects, but connect and be a part of the local communities and cultures to better understand what should be done to be effective.

On the Ad Age- Global website there was a story about Heineken.  Similar to the moves that Coco-Cola and PepsiCo made, Heineken will also be making the move to Myanmar.  Why is this a big deal? The end in authoritarian policies has given marketers a opportunities for an international growth in the Asian region. This international growth for Heineken will also bring jobs to the region with a $60 million dollar brewery in Yangon, the capital city. So along with opportunity for Heineken to grow their brand and their international presence, comes opportunity for employment on a local level. Brand awareness, and brand loyalty will come. You can watch at Ad Age- Global for any new updates in this new venture.

Successful international marketing is more than merely slapping your product on a shelf across country.  It is about being responsible and and knowledgeable.

Post #9-Corporate Advertising

Image From http://ww5.komen.org/Default.aspx

Corporate advertising can be on an international level or in your neighborhood. There is a vast array of methods and a difference in opinion when it comes to whether or not it is a successful.  The above image is an example of Cause-Related Corporate Advertising.  Bank of America is not selling one specif service of product, yet they are selling thir brand as a whole in affiliated with a cause.  The Susan G. Komen For the Cure was constructed in 1982 after Susan passed away. Her sister promised to do everything she could to end breast cancer forever.  The organization has invested more than 2 billion dollars in community health, advocacy and ground breaking research. The foundations roots were started in the US, and now has a reach that is international.

Like all banks, Bank of America has seen its fair share of controversial media.  The involvement with charities like the Susan G. Komen for a Cure, stresses the companies values and benefits from the favorable publicity, while lending its financial support for the cause, which helps the overall goal of raising money to further the foundations reach. This is an example of a relationship that seems successful. The Website for Susan G. Komen is littered with corporate sponsors.  Examples can also be found here.

Corporate Advertising promotes a firm as a whole, instead of a single service or product from that corporation.  This leaf of advertising is a function of public relations and can be rather expensive with little interest on the consumer side.  Not only does corporate advertising have some critics believing that it is a waste of money, some believe that the only time corporations advertise on this level is when they are in trouble.  Corporate advertising is a controversial topic within the marketing world. When it comes to a positive corporate image, it takes more than a set of corporate ads, or a vinyl sticker of the companies logo plastered on a race car. It takes quality products or services, good corporate citizenship, solid financial relationships and practices, and a good ongoing marketing campaign supported by market research. These things will create a strong corporate image.

The Basics of Corporate Advertising There are several modes of corporate advertising including; image advertising, event sponsorships, advocacy advertising and cause-related advertising.  Each mode involves a different set of goals.

Image Advertising– General image or positioning ads, sponsorships, recruiting and generating financial support, image advertising aim to create goodwill both within the corporation and externally.  Resource generation, both human and financial, is also sought after creating more backing for the company. Lastly, creating a position or fixing an image may also be a goal.

Event Sponsorship- Corporations what their name on things that are going to make connections with consumers and create a positive company image. Selectivity can be used as to where sponsorship will be given in the aim to target specific audiences.When a sports venue, an entertainment tour, festival, fair, special cause, etc., decide to form a relationship with a corporate sponsor, both sides are putting good faith that they will withstand the positive image and not jeopardize the other companies name with the relationship.

Advocacy Advertising-Through this type of advertising, corporations typically address a social, environmental or business issue.  This is a good way for corporations to give their stance on certain topics through selective sponsorship opportunities.  An advocacy ad provides the platform to share the managements viewpoint and share they way in which a corporation operates.  Consumers often see ads where it presents an organizations viewpoint leaning one way or the other.  Depending on how this is perceived it could lead to positive of negative attention.  Additionally, If I am a company that has just had some bad publicity, I want to get my name on something that is viewed in a positive light. Hopefully, this correlation will take away the negative media about the current bad publicity and propel our corporate image into a positive light again.

Cause-Related Marketing- Companies show there support in certain charities and non profit organizations by providing sponsorship.  I just did some work with the Sanneh Foundation  which is a non profit organization started by Tony Sanneh.  The Sanneh Foundation creates hope in the lives of many individuals and instills power within communities, using soccer as a catalyst to unite communities, empower kids, and improve lives. They have inspiring goals and heroic achievements. Every time the Sanneh Foundation, or any other non profit organization looks for sponsorship,a chance is taken that both parties take by becoming affiliated with each others organizations. Both parties need to hold up their respected part by keeping positive images to have the relationship be successful.