Tag Archives: NP

What was I talking about? Oh right, global marketing.

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Newman Partnership, Limited has been hitting the lecture circuit with the new some experiences and concepts. We have been talking to CEO’s and directors of marketing all the way to new students.

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

You should wait for the new iPad

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Image representing iPad as depicted in CrunchBase

Image via CrunchBase

While observational research should be used to help make important research observations about changes in the market it can also be used to help make informed daily decisions.

We at Newman Partnership use a lot of Apple products. We have yet to find a use for the new iPad in our daily work life, but that doesn’t mean that you haven’t found a use for it in your company. And we wanted to chance to weigh in on how this product before next month. Many people are considering buying an iPad or waiting until a new version becomes available. It is my opinion that Apple will launch a new version with possible forward facing camera within the next two months.

This is not wishful thinking but using simple observational techniques to make an informed decision.

Simply looking at the store advertising at Apple, combined with the current offers that are being emailed, one can generate a strong hypothesis about what is coming soon from Apple.

Screen image of the Nano

Image of the Nano from the Apple store in Charleston

In these images you can see how the screens in Apple’s stores show a new diagonal light reflection technique on their existing in-store marketing pieces (you can almost see it in the examples). But this reflective technique is not used on the advertising on the iPad, which would seem to be either a mistake in the marketing of Apple products or that they are awaiting releasing new marketing material until a new product was released.

Image of the iPad from the Apple store in Charleston

Newman Partnership, Ltd. isn’t trying to say that Apple’s tablet is better than other tablet products on the market, or that you shouldn’t buy an iPad if you have dire need for one. But that this is simply an example of using observational techniques in other areas of daily decision-making and how it can benefit others.

If you have other examples of observational research then I encourage you to write or post your comments here at Newman Partnership, Ltd.