Get Your Marketing Strategy Right before You Venture Overseas

The News Letter (Belfast, Northern Ireland), February 18, 2003 | Go to article overview

Get Your Marketing Strategy Right before You Venture Overseas


Byline: Deborah Dundas

You've got a great product for the export market - but have you figured out how you're going to let your new market know about it? DEBORAH DUNDAS has a few tips on marketing your product in Canada

MCDONALD'S, the American based world-wide hamburger giant, knows about marketing. No matter which country you're in, you'll find the tried and true items - the Big Mac, Quarter Pounder, the Happy Meal.

But you'll also find a local twist here and there, showing that they are willing to bend a bit to make sure they give the local people a taste they're familiar with.

Here in Northern Ireland, for example, you can get curry dip for your chips - something you won't find in North America.

Knowing how to market your products in overseas markets requires a lot of market research and local knowledge of the market you're trying to enter.

There are lots of stories about bad moves companies have made. Chevrolet, the American car company, for example, has a model called the Nova. In English-speaking countries, the word would be associated with "star." In Spanish-speaking companies, however, it would translate, in an adulterated blend of Spanish and English to "no go." Not a name to excite confidence in the car. The name was changed.

Your local agents will have helped you make sure you've got your product right before you get it to market so you don't face any of those embarrassing moments.

But then there's getting the word out to the public that your product is out there, waiting to be bought.

That's where hard marketing - buying advertising, getting on radio programmes, etc, comes into play.

Using the media to promote a product in Canada is very different from doing it in the UK or Northern Ireland. The media is very decentralised, with different provinces and city areas having their own media.

There are many regional differences as well, making it a challenge for companies to develop commercials or advertising that will play well in every part of the country.

As a result, national advertising or marketing initiatives are rare and costly.

In addition, if you do want to come up with a nation-wide advertising campaign, there are two distinct languages in Canada - French and English.

In Canada there are over 450 advertising agencies. Most of the top 20 are owned by a United States or UK company.

Here's a start for anyone looking to develop a marketing campaign, whether in a specific region of Canada or across the country:

To give you an idea of what the media-buy would cost, Maclean-Hunter Publishing Ltd, one of the biggest media companies in Canada, puts out a monthly publication called "Canadian Advertising Rates and Data" - you can get it by logging on to www. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Get Your Marketing Strategy Right before You Venture Overseas
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.