IT’S A SMALL WORLD AFTER ALL – EXPANDING INTERNATIONALLY
WHO THE HECK AM I?
Melissa FilipkowskiDirector of Advertising, Clickbooth
Email: [email protected]
Skype: Melissa.Clickbooth
AIM: MelClickbooth
GETTING IN THE “GLOBAL MINDSET”
*Source: Joy McGovern, Ph.D. – Global Mindset Institute, Thunderbird School of Global Management
CULTURAL FAUX PAS #1: PEACE OUT
INTERNATIONAL INTELLECTUAL CAPITAL
• Global Business Savvy
• Cosmopolitan Outlook
• Cognitive Complexity
Before After0%
50%
100%
Intellectual Capital Be-fore Mel's Presentation
vs. After
LET’S GET SAVVY…GBS SAVVY, THAT IS.
Testing in English Speaking Areas• UK and Canada• Going further, AU/NZ and South Africa
Expansion to Other Cultures• Mainly Western European Union nations
Hidden Pockets of Growth• Nordic region
COMING SOON TO A COUNTRY NEAR YOU
CULTURAL FAUX PAS #2: RESPECT THE CARD
COSMOPOLITAN OUTLOOK
• It REALLY is A Small World after all…
• Significant increase in cross border e-commerce transactions
• It’s becoming, or currently is “cool”
• Higher value is placed on products from another country
* Forrester study, Key Trends And Best Practices Selling Globally Via The Affiliate Channel
MASTERING THE COMPLEXITY
• Restructure, don’t replicate
• Start slow…but, be able to expand quickly
• Do it right, the first time
• Set correct expectations
MAJOR ADVERTISER CONSIDERATIONS
Feasibility• Are you legally allowed to trade?• What are the trade restrictions in the
country?
Shipping and Handling• Domestic or offshore?• Country specific payment methods?
Communication• How does the culture prefer to
communicate?• Is your entire flow optimized per country?
CULTURAL FAUX PAS #3: OUT OF TOUCH
A MINI CASE STUDY: CUSTOMER SERVICE
• Does dialect make a difference?
• How does the consumer want to communicate?
The bottom line…get involved.
A MINI CASE STUDY: REGULATION
• Regulation exists on various levels
• International doesn’t mean “safe”
• When you assume…well, you know
SEE YA REAL SOON!
Questions?