Marketing Products and Services Outside Your Local Market

Working in translations many of my clients work within the marketing industry and a large percentage of the work we undertake is to provide a localised version of a marketing communication campaign into specific languages. Typically this involves taking pre-existing copy for (usually) a pre-existing product or service and adapting it to fit the language of the desired non-native market. This can often be a complex process and there are many examples of companies that have gone through the localisation process of their products and services only to realise (often too late) that what they have produced is not suitable or, even worse, insulting to their intended market.

This article examines the various approaches organisations may adopt when looking to expand from their domestic market and also looks at localisation strategies they can use to aid in the success of their international marketing efforts. The main themes will focus more on the written word and the actual process of translating a marketing communication message, and does not take into consideration other issues that will affect the localisation process, such as the technological issue that may be present when developing a marketing strategy in a non-domestic market.

At this point it is worth what motivates organisations when promoting and selling their products and services into non-native markets. Typically, marketing products in markets outside the domestic domain fall into 4 categories. In the first approach, companies undertake what can be referred to as infrequent foreign marketing. Here companies will use foreign markets as a means to eliminate surpluses which an over saturated domestic market is unable to absorb. Here marketing activities may be very short term and may only require a minimal amount of translation and localisation. Alternatively, companies may believe that there is enough of a sustainable foreign market on an ongoing basis and will adopt regular foreign marketing activities. In this instance the domestic market is still the main focus, however, often by the use of middle men and agents, companies who use this approach are able to service both domestic and international markets simultaneously. The third approach is to focus on international marketing as part of a whole marketing strategy. Here international markets are seen as equally important as domestic markets. Companies will often perceive their markets to possess unique characteristics for which individual marketing strategies and characteristics will need to be adopted. The process involved in localisation and translation in this approach can be fairly complex, however, it will also allow for a closely targeted market, reaching segments that perhaps a more uniform approach may not reach.

The fourth approach is to view the world as a single market. Referred to as global marketing, this approach standardises its processes and activities to offer a common product or service through all the markets they serve.

It is worth considering which approach your organisation or, if you are working on behalf of someone else, your client is adopting. These different approaches will affect the overall process of how you implement your marketing strategy and will also involve varying amounts of resources. Although advances in technology have made the deployment of a targeted message more cost effective, individual translation will need to be processed by a human and therefore marketers and business managers will need to consider the potential ROI (return on investment) that an approach such international marketing will generate versus the resources needed to process this strategy.

Fundamental to the successful launch of a marketing campaign into a non-domestic market is a good understanding of the nature of that market. If, for example, your objective is to launch a specific product or brand into a new market, analysis should be undertaken into the suitability of the existing brand’s identity (e.g., colour, shape, text) in the existing market. What works well from a branding perspective in one market may be disastrous in another, and there are many examples of companies who have launched an international campaign based around a specific domestic campaign only to discover that the brand that is at the heart of the message carries an unsavoury name or connotation. At the very least we suggest a brand name analysis should be undertaken prior to launching a brand into a new market.

It’s also worth noting the other cultural convention of your proposed target market. Colour, for example, can play a key role in a company’s identity but this identity may have many different connotations depending on the target market. It is also crucial to understand how your market responds to messages. Some markets may respond very positively to a less formal approach when delivering a message, whereas more conservative markets may see this approach as sloppy or unprofessional.

A common approach in copy writing is to use analogies in an attempt to make the reader draw similarities with the product or service under discussion and an existing, perhaps well known product or service. Often these analogies will be based on an understanding of an entity that is known to the reader in the existing market, but may be unknown or alien in the new proposed target market. Examples are comparing physical size of somewhere to a geographically known location in the domestic e.g., “an area the size of Birmingham” etc.

Because of the subjective nature of translation, whenever undertaking any translation assignment it is vital to use a translator who is not only an expert linguist but also an expert in their respective field. Using a technical translator to localise a marketing brochure selling financial services just will not do. Translation of marketing material goes beyond the literal and involves the ability to interpret the essence of the message. Translators who are used to translate branding and corporate identity need to distil the message, taking the key elements and present it in a language that the target market will respond to. In this instance, using mother tongue translators based in the country of origin is vital.

In summary then we suggest that, as a minimum, prior to launching a marketing message into a unknown market, initial research is undertaken into the feasibility of using the core message (be it the brand or what ever is at the heart of the communication) within the market. It is likely that business leaders and managers will have already determined that there is a need for a particular product or service in a specific market and that their product or service can successfully fill that need. It is then the job of the marketer to communicate this product or service to the desired new market.

Direct Marketing Products – Good, Better, and The Best

When a home business owner is considering which direct marketing products they want to sell several questions should come to mind:

1. How much manual labor is involved per sale?
2. What are the operating expenses for my business?
3. If my goal is X amount per month, how does that break down?

I Didn’t Work This Hard For The Man

Running a business demands work, but the home business community all agrees that we’re after a certain lifestyle. We want the time with family and friends that our job makes impossible.

Setting aside the time it takes to set everything up, what sort of time demand will my new business ask of me daily?

Different home business opportunities will insist you only need to spend 2 hours per day but no two people work exactly the same way.

If we understand what we’ll have to do in advance, our own estimate would probably be more accurate. When we have the advantage of a working system or model it is easier to break down the daily tasks, which makes it easier to anticipate how long each will take.

Why Am I Still Losing Money?

Direct marketing products require some type of advertising either by mail, email or online. While advertising can be expensive, there are many ways to promote our products with little to no cost.

Some companies pay thousands in advertising to generate millions in profits. We can expect a ratio based on our advertising and our return on investment.

It’s important to advertise without overspending. Setting the budget limit per week or per month should prevent this from happening.

What Financial Return Do I Need Per…

We usually set our goals for a new business on a per month basis to follow billing cycles. This amount needs to be broken down into daily goals. By holding ourselves accountable to the activity necessary to reach daily goals, we’ll reach the monthly goal.

For instance if we need the business to generate $10,000.00 per month, we’ll need at least 2500 per week and 500 per day on a 5 day workweek.

If I know this prior to deciding which direct marketing products to sell, it’s easier to answer my other two questions.

The Good Products

Using an online store or website, any number of common products can be sold through the drop shipping method. This is also true for many MLM businesses.

Profits are calculated on the difference between our price and the purchase price. Shipping can either be added to the customer’s price or reduced from our profits. Either way we can calculate how many items per day we would need to sell in order to reach that $500.00 goal.

In the case where the items we sell have a wide range of prices, we might need several months to determine an average order. When we have the average we’d know how many orders per day are needed to reach our goal.

The Better Products

Any item that can be downloaded, whether we created the product or not, has a more profitable margin for several reasons:
a) No inventory costs, storage costs, manufacturing costs etc…
b) No importing, exporting or shipping costs are necessary.
c) Cost per item is usually low enough to attract more buyers.

Owners of intellectual products make it a point to tell prospective marketing affiliates the profit margin on their material.

Business for e-books is booming because most marketing professionals understand how to quickly setup campaigns to move these resources. Every one of these direct marketing products represents a unique income stream; most are capable of reaching our monthly goal on their own.

The Best Products

The top tier isn’t simply reserved for items that cost a lot and produce generous income to the marketer. These are the products that perform.

Whether in the form of a physical product, a membership or an investment, these products are typically designed for increasing wealth.

People aren’t going to buy top tier products unless they have faith that these products will benefit them far beyond the purchase cost. These products stand upon a proven track record, not the endorsement of late night infomercial actors.

Finding What We’re Looking For

The law of attraction is at work for these products for two reasons:
1. The people who want them are already prepared to meet the cost.
2. Once the marketer has managed to introduce these products to the people who want them, their work is done.

Not everyone has the self confidence necessary to act upon their desire for great wealth. Most people are too timid to overcome the purchase price. The marketer can do nothing more than bringing together the people who want a product, with that product.

Network Marketing Products, Will They Make Or Break Your Business?

Network marketing products have been known to be some of the best products on the market. The network marketing business model allows for the company to cut out several levels from production of the products to the end consumers. With this strategy, comes the ability of the company to focus more intent on the quality of the network marketing products.

So there is no question why network marketing products are popular. However there is a big question from a business perspective. Does a product add to the ability for a person to attain more success in the mlm / network marketing / direct sales industry?

Now this is a somewhat controversial subject and you will get many different opinions about it. Some will say that the product a company has makes the difference between success and failure of all the distributors. From others you will hear that it doesn’t really make that much difference.

So who is right? Well, coming from more than 10 years of experience in the industry, most of the people saying that their products made a huge impact on their success, are usually some of the top income earners in their company. Many times they are saying this so that people in their organization continue to be on their autoship. There are some people who the products truly did change their life completely and in most cases these people typically stay consumers for life but never really build a business. Now of course there are exceptions to this, but in the grand scale of the industry this is pretty much the reality.

There are also a lot of people who even suggest how much success a person can have in business because of their network marketing products. You have probably heard someone say, “This product is so great, it basically sells itself.”

Well if that is really true, then I challenge the person who says this to take their product out of the box it came in, walk outside and put it down in the middle of your front yard. Now go back inside and check your company back office and see if you made any commissions. In fact leave it out there for a few days and then check your back office again. You will see that you did not make any money because the product did not sell itself.

In my opinion, network marketing products are some of the best products available. They have the ability to completely change an aspect of a person’s life, whether that be physical, mental or both. The more change a person goes through in their life as a result of the product, the more likely they will stay involved at some level with that company.

Now when it comes to building a business however, in my opinion, the product is not nearly as important as the person who is building the business. I say this because people do business with people they know, like and trust. A person will only join or become a customer if these three factors are met.

Think about outside of this industry for one second and look at your past experiences of dealing with different sales reps. There is usually some that you remember as being magnificent in answering all your questions and making sure it’s a great fit for you. There is also those ones that you actually left the store and bought it somewhere else because of the sales rep. The same applies with network marketing products and companies.

When it comes to network marketing products and the success in your business, in my opinion you have to be at least somewhat passionate about what you have to offer. This further enables your ability to attract people.

Now, with that said, since people do business with people they know, like and trust, I highly recommend you learn how to market yourself instead of your company or network marketing products. If you can learn how to brand yourself as a leader in the marketplace, you will attract far more people who want to be in business with you.

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