effective world - institute of-intercultural-competence_en_us_2015_0430
TRANSCRIPT
Online Marketing
Marketing Systems and Services
Technology
Customer Care
Institute of Intercultural competence
Design and Video
Institute of Intercultural Competence
What Do We Do?
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The Institute of Intercultural Competenceprovides companies with intercultural knowledge and support in order to optimise the acceptance of international marketing activities in diverse cultural contexts.
The continuing success of the cooperation with our clients and partners is based on the considerable know-how we have gained from our own culturally diverse local offices, from our marketing research in this field and from our long-term practical experience.
Canada l China l France l Germany l Singapore l Spain l Turkey l USA
How Do You Benefit?
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Your customer should feel at home
Cultural insecurity or, in worst cases, negative connotations can disturb the good feeling that a visitor has when visiting your website or social media portal and this will subsequently effect the chances of a successful contact or sale.
The total acceptance of your website or social media presence in every cultural setting will increase the positive response to your products and services.
Consequently, more leads will be generated and the brand‘s image will benefit.
How Do You Benefit?
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Nomen est Omen
Just the “wrong“ choice of a brand or product name as perceived by some of the company‘s local market customers could lead to a communications and sales fiasco and finally to financial disaster.
Establishing the intercultural acceptance of a brand or product name will guarantee thesuccess of the name when it is first launched.
How Do You Benefit?
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The value of an impartial assessment
Marketing staff are given unbiased information and evaluations, completely free of any trendsin power politics or the personal tastes of your international colleagues.
Consequently, you gain long-term return on investment and the sustainability of your decisions.
Our Serviceseffective.framework
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Achieve maximal acceptance in each different cultural context.
The effective.framework is an intercultural adaptation of a website for a target market(s) or culture.
The effective Intercultural Competence Center uses parameters such as usability and imaging to improve your website‘s local value.
effective.frameworkWorkflow and Processes
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Structure
Target groups
Message
Definition: current status
Project planning
Country specific information
Cultural dimensions
Cluster analysis
Framework 1
Framework 2
Localisation of the website
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Intercultural adaptationResults
Presentation and consulting
Analysis Application Workshop Implementation
…
Our Services effective.brand
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Optimal brand and product names
effective.brand uses scientifically-based linguistic analysis to examine existing and new brand and product names with regard to their global acceptance.
Our method analyses the ease of verbalisation and tone, the perceived connotations of the phrase or name in each target country and target language, as well as checking whether any similar brand or product names already exist.
effective.brandScreening and Results
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Linguistic screening
is applied to
The word
Similar terms or expressions
Words that sound similar
Similar brand or product names, not only those used by the competition, but also in all commercial sectors
Pun or play on words
Syllables
The word as used in different dialects or sociolects
Phonological and phonetic examination
Screening results
Connotationsno negative connotations or perceived meanings of the product or brand names
Toneachieve maximal acceptance by users in the target markets (the appropriate manner in which to address the target audience).
Existing brandsscreening to identify and avoid any duplication or overlaps with existing brands
effective.brandWorkflow and Processes
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Linguistic screening:which terms or names need to be checked and in which languages?
Definition of the relevant languages and the extent and depth of the screening method to be used• Online• Analogue
Allocation of tasks
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Reporting of results
Recommendations in the event of any linguistic or phonetic problems
Presentation & consultation
Agree project description and goals with the local country teams
Monitoring during the whole duration of the project
Setting the goal Planning Briefing Presentation of results
* Arabic, Bahasa-Indonesia, Bulgarian, Chinese Cantonese, Chinese Mandarin, Chinese Min Nan, Croatian, Czech, Danish, Dutch, English, Finnish,French, German, Greek, Hindi, Hungarian, Italian, Japanese, Khmer, Korean, Malay, Norwegian, Pashtu, Persian, Polish, Portuguese, Romanian,Russian, Spanish, Swedish, Tagalog, Thai,Turkish, Urdu, Vietnamese
Our Services effective.consulting
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An independent evaluation
The Institute compiles a detailed analysis, assessment and recommendation for a marketing strategy and advises on the most appropriate way to connect with diverse cultures, countries and a specific target audience.
This includes:
Transliteration / translation (text analysis)
Behavioural studies, analysis of the message to be conveyed and the motivation of participants
Recommendations for preferred forms of communication
Recommendations for content (images, videos) on websites, social media platforms and in advertising (cross-cultural advertising)
Our Services effective.consulting
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Global social media
Social media are used throughout the world. It is interestingto see that most social media sites consist of the same user interfaces and functions no matter from which country the visitor enters.
However, one should not deduce from this that social media marketing works in the same way in every country. Not only does the motivation for the use of social media vary considerably from country to country, but also the preferred interactions can be very different.
The Institute can provide you with facts regarding the culturally-specific communicative behaviour of a certainuser group, with which you can then adapt your social media marketing to be even more successful in local markets.
Our Services effective.consulting
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Cross-Cultural Advertising
Cross-cultural advertising takes into consideration how cultural background and conditions can affect the way in which images, text and symbols are perceived and expressed.
The most significant aspects to be considered are real knowledge of the local culture, its code of behaviourand social practices, the forms of expression and their meaning.
The Institute provides facts and analyses that can be integrated into the creative process so that the end result suits the culture and customs of each target audience.
The simple translation of text or an exchange of images will not produce truely creative, unusual and clever ideas for online advertising. The idea itself must be suitable for adaptation for a multicultural audience.
effective.consultingWorkflow and Processes
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The taskBriefing • Where? Countries,
markets• What? Idea, message,
product, brand name • For whom? Target
group• How? Which type of
media and channel
• The idea (creative concept) or social media concept is analysed
• Development of proposals based on the target market/audience and media channels
2 4Final reportPresentation of
proposals
Discussion and agreement on a specific concept for each market, each distribution channel and target audience
3Implememntation of agreed concepts
Roll-out of the advertising campaign or social media events for each market, distribution channel and media
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• Product and/or brand names are analysed
• Research into products, designations and international marketing channels
Briefing Analysis Concept Planning Report
1
Implementation
Written and audio evaluation and conclusions on the intercultural compatability of the product or brand names in various international markets.
What Our Clients Say About Us
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The effective Institute of Intercultural Competence carried out a thorough investigation into both online and offline marketing distibution channels that would be suited for our products in a new target market.
Their service offering included an analysis of the intercultural factors to be considered when marketing our products as well as research into existing products and their designations in the market of interest.
The detailed information provided not only led to excellent results, but also played a major role in investment decisions.
Christian BunkeMarketingBott GmbH & Co. KG
Contact
effective world US Inc.
11140 Rockville Pike, Suite 411
20852 Rockville, MD
USA
T: +1 240 200 5353
C: +1 202 386 2774
F: +1 240 630 4051
www.effective-world.com
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Copyright
©2014, effective world | effective GmbH
Foto: Ernst Fesseler, 2012
Tobias Schrenk, 2015
Design: Ziran Xie, 2014
Text: effective GmbH
This presentation is the intellectual property of effective GmbH. The reproduction oruse of any content, concepts or ideas may only take place with the written consent ofeffective GmbH.
Bu sunumun telif hakkı effective GmbH’ye aittir. İçerik ve konseptler, ancak effective GmbH’nin yazılı izni ile kullanılabilir.
Cette présentation Powerpoint est la propriété d´effective GmbH et est exclusivementdestinée à la présentation. Le contenu ainsi que les idées et concepts cités dans cetteprésentation ne peuvent être utilisés qu´avec le consentement préalable et écrit de la société effective GmbH.
Diese Präsentation ist geistiges Eigentum der effective GmbH. Jede Verwendung des gesamten Textes oder die Verwendung von Teilen der Konzeption oder der Ideen kann nur mit schriftlichem Einverständnis der effective GmbH erfolgen.
Todos los derechos reservados. El contenido y la estructura de esta presentación estánprotegidos por los derechos de autor. Las informaciones o datos de la misma no puedenser utilizados ni reproducidos de ninguna forma ni en parte sin la aprobación previa porescrito de effective GmbH.
effective GmbH 是该文件中所有页面设计、页面内容的著作权人；文档中所引用的图片部分来自
于商业图库或个人相册，仅限于本文件演示用途。未经本公司授权，任何个人或者组织不得抄袭、
转载、摘编、修改本文件内容；本公司与他人另有协议或法律另有规定的除外。
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