Currently, we are on our way to Seattle to get away from all the work that we have been doing. But last week one of our team gave a speech, at the Capital City Club about what he has learned about global marketing, and how European marketplaces differ from US markets. Sloan Newman has worked in several areas of the marketing mix including; advertising, digital marketing, events and public relations, and he has a brain that never stops looking at marketing and how different cultures and products advertise to different audiences. He is going to share some of his thoughts and insights from his recent speech to a board of different senior marketers.
I am now on my way as a professional speaker, in all honesty, I laughed at my friends when they joined the Toast associations when we were in school. But I have been told that I have a decent voice, and I do like to engage with audiences. When I was asked to discuss what was going on in the digital market place in Europe, I thought that it would be a simple discussion about how Europe has different attitudes towards website design. However, when I walked into the designated hall I saw that my sign for my discussion said, “Global Marketing.” With four years abroad working in marketing, I am aware of different attitudes towards marketing and advertising, but I am not qualified speaker on Global Marketing. But if I have learned anything from the mentors in my life it is that if you aren’t fully aware of what is going on then you ask the audience and ask them to fill in the blanks.
In this case, I did try to reinforce some important differences that exist between England, France and Germany and how those differ between the US and each of these countries. However, I have included some of these differences below as well as the audio from the meeting. I would appreciate any insight that you guys could offer.
In the United Kingdom, the messaging is direct and is usually used with aspects of emotional appeals. The United Kingdom is very stringent about how and what can be said in their advertising and at what times of the day certain messages can be carried on their televisions. And with Ofcom, the independent regulator and competition authority for the UK communications industries, they can pull and fine companies who provide improper advertising. English humor is very specific and can easily backfire if not done properly. As of this week it is a growing place of opportunity for agencies that specialize in product placements in television. The integration of mobile phone marketing is also much more effective than in the US.
In France, visualization is a key aspect to French marketing. Much like Japan, advertising in France is more about the visual imagery more than the messaging. This is truly a market where sex sells. And creativity is growing in the digital community due to large investments in infrastructure. While France was slow to embrace the possibilities of Internet, it is now ranked 24th in the world to be ready for the Networked World (Hutchinson, Harvard).
Germany is the market place that I have found that most reflects the United States. They are English friendly and much of the print and above the line advertising marketing techniques do follow and mirror American techniques. That means that informational selling points and rational decision-making are a common technique for marketing in Germany.
I have also included the audio from the discussion, which you can download here. speech_08_03_11
- Global Marketing VP Allison Johnson Is Leaving Apple (macstories.net)
- Global Market for E-mail Marketing to Reach US$15.7 Billion by 2017, According to a New Report by Global Industry Analysts, Inc. (prweb.com)
- Here’s how the bubble meets gravity: The world has room for just nine more Googles… (zdnet.com)
- Beyond World Market: Global Shops You Might Not Know Shopper’s Guide (apartmenttherapy.com)
- Germany is competitive on a relative basis whether it’s productivity, standard of living, or prices (businessinsider.com)