International Marketing Videos

By: Anson Zong-Liscum

Here are some more videos I have added to my Vimeo account recently that I thought I would share with you as well. Some bring out the future of marketing, a look at some of the most well known international brands, and history of marketing. All bring up different aspects and important parts of marketing. Cheers.

Augmented (hyper)Reality: Domestic Robocop from Keiichi Matsuda on Vimeo.

THE BRAND RACE from 2 FACTORY on Vimeo.

The Last Advertising Agency On Earth from FITC on Vimeo.

 

Anson Zong-Liscum

Twitter: AnsonZongLiscum

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5 Reasons To Expand Your Business Internationally

Take Your Company International

Take Your Company International….. Image Via: Fotopedia

By: Anson Zong-Liscum

Today’s business world has changed dramatically from the traditional styles your bosses and older generations were taught in school.  Businesses before used to stick to being strictly domestic and stayed within close boundaries of their country. This is how most people were taught to conduct business and the only experience they gained through their past skilled experiences. Management was taught in strict, narrow minded methods on how to manage personnel within their respective countries. Many never took into account of business expanding into foreign territories and having to learn such unheard of skill sets in operating within those regions.  Managers nowadays have much more to learn and keep in mind with businesses going international.

Some of the many skill sets that international companies have to teach to their employees include cultural traditions, customs, negotiating skills, foreign environments, and historical backgrounds. With everything becoming globally connected these days every company has found the need to enrich their employees skill sets in new, necessary ways. Employees must now have much larger skill sets in order to be up to date on world business happenings and technology that is continually advancing. Companies are looking at every channel to succeed and strategic goals must include international operations. The following are essential reasons as to why your company needs to look at international options going forward.

1. Stay Competitive: No matter what industry you are involved within today you will find competition continuing to go international. If you are continually trying to improve your company then an international plan is essential to your success as well. This doesn’t necessarily mean you have to construct a new headquarter in a foreign country, but should include operational methods on how to develop relationships and satisfy international customer needs/desires. In today’s world you will always have international customers.

2. Opportunities Abroad: Just as students are taking their educational studies to foreign countries to gain even more enriching opportunities, companies will find themselves in similar situations. What you may do successfully within our own country’s border may reap an even bigger award in another country. This may include new connections, resources, financial gains, and company enhancements. The opportunities are limitless.

3. Growth As a Company: If a company wants to continue to grow and develop a strong business culture around themselves then they must leave their cozy nest as home and take risks into newer territories. As I mentioned earlier in this post company’s must look at developing new channels for their company to improve and teach their employees new essential skill sets to remain competitive in today’s international world. No company wants to be looked down upon or seen as antique in keeping up with the new standards of today’s modern world.

4. Skilled Personnel: In order for a company to succeed long term they must have a talented, intelligent, and multicultural workforce that can take them to new levels. A workforce of different backgrounds and cultures brings forth new ideas, viewpoints, and knowledge that would have otherwise been unheard of in a workforce of similar backgrounds. A multicultural workforce is enhancing in many positive aspects and helps with your company’s expansion internationally. Local employees who are knowledge about the foreign culture give you a great advantage in connections, product development, and research or long term projects.

5. Take Advantage of Technology: Technology has developed for businesses in ways unheard of. However, one main important trait it brings is it’s ability to connect the world. You can deal with customers abroad, manage projects from a distant country, and hold meetings over a video conference. With all these highly influential and useful techniques at your fingerprints why shouldn’t your company be looking at ways to utilize these options to your advantage? Technology continues to develop and that is for people and businesses to put to good use.

Anson Zong-Liscum

Twitter: AnsonZongLiscum

10 Tips to Expanding Your Business Internationally

International Business Expansion

Image Via FotoPedia

By: Anson Zong-Liscum

The business world is growing beyond national borders and expanding across whole continents. With the exabytes of information, advanced technology, and distant communication abilities available today businesses  no longer have as many initial obstacles to struggle through. The internet has dramatically changed the whole method of  doing business in another form that was unknown twenty years ago. With this incredibly growing technology international business is something every business can spin into its’ future plans.

However, expanding a business to a whole new culture and foreign atmosphere doesn’t mean instant success, nor does it mean you will find success. There are a number of criterion  and skill sets needed in order to even find this hint of success. Many business never take the time to look and dig deeper into these areas. In many cases if a business would just do some basic research they could find themselves sailing away in a treasure loaded ship instead of sitting in a slowly sinking boat headed nowhere.

I have gathered up 10 tips for you that I believe could benefit you and your company tremendously. They may seem very minimal to your overall international business strategy that you’ve probably spend hours upon months working on. Take a few minutes and see what I have to offer to you.

1. Basic Research: This many seem like a no-brainer, but you would be surprised at how many business skip this and blindingly go into a country with no realistic expectations on how the country operates. Check out the basic business background of the country and see if it is a market for your products.

2. Understand the Culture: Take some time and actually look at how people handle themselves in different situations and go about with their everyday actions. This is not like home. Things are done differently and people have drastically different cultures that your used to.

3. Learn Basics of the Country’s Language: I shouldn’t have to go further here. People will hold you to a higher value if you make an effort to communicate with them through their native languages. Take a glance at my blog post related to this topic.

4. Develop Connections Within the Foreign Country: Having a personal business connection in the foreign country can help tremendously in a number of essential areas. Try and develop some strong relationships to build upon and branch out your network to further help establish yourself in the region.

5.  Do Your financial Calculations: Does going into this foreign market seem realistic and profitable in the long run? Will you generate enough revenue to sustain yourself and be able to hold yourself against competitors during times of struggle?

6. Look at the Competitor Landscape: Odds are you aren’t the first within your industry to land on this country’s soil. Once again, research. See who your up against in the market and how you  will have to uniquely market yourself to the consumer market. Learn from their mistakes.

7. Government Regulations: Government’s have a dramatic influence on the business culture within their respective countries. See what kind of taxes are enforced, what types of incentives may be earned by opening a business, and your industry specific regulations.

8. Currency: Look at the history of the currency and see how it has fluctuated during different economical periods of the business world. How has its value held up and how will you price your products? Will people’s income ratios be strong enough to buy your products and how will your prices compare on an international comparison landscape?

9. Import/Export: Look at trade barrier’s and restrictions for the country. Many materials needed for developing your products and your finished products will have to be brought in or shipped.  Become clear with the trade regulations and make sure it works in your favor.

10. Set Ambitious Goals: Develop a mindset of achieving great things in a new foreign market. It can be done and if you do many of the simple things such as the ones I listed above you should find yourself sailing a few miles ahead of your competitors.

You can become successful. 

Anson Zong-Liscum

Twitter: AnsonZongLiscum

Global E-Commerce Shipping Infographic

By: Anson Zong-Liscum

So your thinking about expanding your business internationally? That is a great plan indeed and something any business should go forth with these days. Grow your business and increase your profits. However, have you looked at all the different restirctions and regulations that go along with exporting your products?

Every country contains different restrictions on what can and can’t be imported into their respective countries. Some countries may impose hefty trade tariffs and duty charges on selective produts. Does your product fit within any of these categories that could be given the big red stop sign? Going international poses both risky benefits and negative consequences that could really surprise a company when a sticky situation arises.

As an international company you must do some hefty research into what countries you are allowed to deal with and how the customers may view your products. Products will most likely be priced extremely higher in a foreign country than your own. As a marketer you should take note of all  these considerations and do essential research ahead of time. Develop a strong marketing plan to find your target markets and how your products should be sold in those respective countries due to different trade regulations that can change the market of your products.

In the end doing your research on exporting and shipping your products is crucial. Find out how successful you can be and where your product can really benefit and be most successful. Here is a great infographic that gives a great example of real world situations.

Global Ecommerce Shipping Infographic

Global Ecommerce Shipping Infographic

Image Via BorderFree

Anson Zong-Liscum

Twitter: AnsonZongLiscum

International Advertising Campaign Videos

By: Anson Zong-Liscum

Companies go through hundreds of different advertising campaign scenarios each year for different projects. A domestic advertisement will always vary greatly from an international version of the same project and usually requires a substantial amount of work to reach out a larger audience group. Composing the international version of an advertisement contains many more variables and important factors that need to be thought about before release to be as successful as can be. I was browsing around on Vimeo the other day and came across a lot of great international advertisements done by some big name companies within their respective industries. Take a look.

Advertising Reel 2012 from Rodeo FX on Vimeo.

Volkswagen – People’s Car Project – Parking from weareflink on Vimeo.

H&M, The Blues from WEDNESDAY on Vimeo.

Take a look at some of these creative advertisements and determine whether they got their message across to you. If they got it across to you do you feel that they would reach out to an international audience and give the same message?

In the meantime you can see other international marketing videos I have found to be unique and creative to my album link. Enjoy!

Anson Zong-Liscum

Twitter: AnsonZongLiscum

How to enter an international market? Your Infographic

100-Days-Infographic This info-graphic gave a really clean layout and plan on how to enter an international market. It’s definitely a time consuming task and good amount of market researching in order to be successful in a foreign market. Think you could handle such as task?

Follow me on Twitter for other great international marketing tips such as entering an international market!

Anson Zong-Liscum

Source: Marketo

Transcreation: The New Essential International Marketing Tool

Mitsubishi Ad

Image Via: Fotopedia

By: Anson Zong-Liscum

Businesses these days are no longer working just within their own national borders and dealing with just domestic consumers. These days businesses are all about becoming global and gaining as large of an international audience as they are capable of reaching out too. The term international reaches new levels each year and continues to advance into newer areas that may not have even thought would be related. With around 200 countries known to exist in the world today, the international market continues to grow and pose new dilemmas for business marketers to deal with. A major problem for many global marketers has been with languages. With hundreds of languages and local dialects it can be a huge mess quick for international marketers to direct their products accurately and efficiently towards. Many companies have fought through many of the language issues by hiring translators to literally translate the words or slogans into a direct  representation of the words. This has brought both positive and negative feedback for companies. In most case scenarios, international companies have fought through their early trial errors and dealt with them immediately. However, a new riddle has developed for marketers to learn to adapt and deal with. This is with the very recently developed word known as Transcreation.

Transcreation is defined by marketers as “ The process of adapting a message from one language to another, while maintaining its intent, style, tone and context.”  The main goal behind transcreation is to successfully transfer the same emotional appeal and cultural context of the original ad to a whole new culture. This indeed is a very difficult and time consuming task for marketers to successfully bring to an international marketing campaign. A job for a translator no longer is just rewording the same phrase into a new language, but to bring about the same important style and intention that was originally behind the meaning of the phrase. Consumers must understand the same message in every part of the world in a similar fashion that relates to their cultural backgrounds. Thus, marketers must develop a deeper understanding and much broader view of each cultural background they reach out towards. This can include everything from cultural colors, high/low context cultural traits, design orientations, distinct traits, and specific interest desires for each country. What is acceptable in a Middle Eastern culture will definitely not be acceptable in an Eastern culture. As an international marketer you must now be even that much further ahead of the curve. What worked in yesterday’s marketing techniques certainly can’t be applied to today’s campaign.  A simple translation will no longer work in today’s international marketing world.

Here’s a good source for further reading into Transcreation.

Guinness Ad

Image Via: Fotopedia

Anson Zong-Liscum

Twitter: AnsonZongLiscum