hampton01-23

International Marketing : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 1 International Marketing “Going Global” Massachusetts Software and Internet Council

Speaker Profile : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 2 Speaker Profile Stewart Hampton 13 years in International Telecommunications Marketing / Prod. Mngmt. Business Development (APAC) Current Freelance Focus: ID Market penetration opportunities/strategies. Develop Business Cases Marketing Team Management Contact: +1 978 335 1712 StewartHampton@Hotmail.com Profile

Purposes Today : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 3 Purposes Today Understand the Motivations to go Global. Sensitize Ourselves to Global Marketing Issues. Lessons from the Field (4 Ps of Marketing still work?) Purpose

Big Numbers : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 4 Big Numbers 20% of the world's population is Chinese and 75% of those are Mandarin speakers. 85% of Web Pages are in English but only 45% of the Web's users are native speakers. (IDC) By 2003, only one third of the projected 603m internet users will be English-speaking. (GlobalSight) Motivations

Global or Globaloney? : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 5 Global or Globaloney? Level seasonal/US market fluctuations. Expand customer base and increase sustainable business growth. Extending product/ service lifecycles… (possible) Motivations

May be good for your health… : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 6 May be good for your health… Worker productivity up to 20% higher at exporting firms vs. non exporting.* 9% less likely to shutdown than comparable non-exporting businesses.* Related to “smoothing” factors mentioned? * Source: SBDC Motivations

So we decide… : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 7 So we decide… “We the globe can compass soon,Swifter than the wandering moon.” (Shakespeare) * William Shakespeare about the power of fairies to circle the earth in no time. Motivations

Paint with a Small Brush : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 8 Paint with a Small Brush Have a clear product value proposition, but… Assume the target country, markets, segments are unique until proven otherwise. Evaluate whether market is: Ahead, Behind, Just different? A place to make money or… A “Test lab”: lessons fed back into design. Win Reference Accounts Sensitize

Cultural : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 9 Cultural Country-by Country sensitivity Language/Interpretation Meetings Dress Protocols Expectations “If I'm conversing with you, I'll speak your language. If I'm buying from you, you speak my language.” (Japan.Inc. article) Sensitize

Local Consultants : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 10 Local Consultants Can be expensive but you can buy: Sage advice based on deep local knowledge. Indirect knowledge derived from other clients engagements. Short cut access to decision makers, investors, and inside process information. Credibility with large target customers. hmmn… this won’t be cheap… Sensitize

Product Design Definition : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 11 Product Design Definition Design with localized languages in mind: don’t hardwire English. Allow local SI plug-in value add. Allow for easy re-branding. Simultaneous multi-country release. Country / Industry standards Remote Supportability Sensitize

Communication is Key! : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 12 Communication is Key! Time zones Cultural Language Email Telephone Person-to-Person Trust Sensitize

Japan Experience : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 13 Japan Experience Relationship with right local partner is key. Right means: has access to your target market, is respected, is motivated. Hi language barrier and high cultural. High quality/support expectation, but when you win the business you’re IN! Cost of doing business very high but customers can afford to pay Lessons

What Worked in Japan : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 14 What Worked in Japan Offer a Stable/Reliable Product at Premium Price Technically Differentiate Brand Leadership Position Strong Local Presence Strong Channel Partner in Japan Personal Relationships Lessons

What Didn’t Work in Japan : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 15 What Didn’t Work in Japan Product Quality & Support are key. Demos without product close behind. Must show constant innovation path (future!) Marketing important but… Just have a great technically sound product and design engineers to prove it. “free evaluation system please…” Needed hunters, not farmers Lessons

Take Aways… : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 16 Take Aways… Be Clear on Motivations to go Global. Critical to Sensitize Ourselves to Global Marketing Issues. Lessons Indicate: 4 Ps of Marketing still apply +1 P: People are key to success! Conclusions

Thank You & Good Luck in ’03! : 

1/13/2009 Stewart Hampton: Asia Pacific Marketing & Business Development Services 17 Thank You & Good Luck in ’03! Contact: +1 978 335 1712 StewartHampton @Hotmail.com End