The podcast for global marketers to hear experts talk about opportunities and challenges in increasing multilingual lead gen and revenue. Explore the highs and lows and then delve into best practices for strategies, technologies, processes and quality for translation, transcreation, localization and more.
Episodes
Wednesday Mar 23, 2022
Wednesday Mar 23, 2022
Once again, the tables are turned as our host Wendy Pease shares a podcast she recently appeared on as a guest – Conquering Chaos.
Host Josh Santo (Senior Product Marketing Manager at Parsable) and Wendy talk about global business in the manufacturing industry and how to handle language for non-English speaking customers, vendors, and employees.
Whether you’re in the manufacturing industry or not this is a great episode!
LINKS:
If you’re a leader in the manufacturing industry, follow the Conquering Chaos podcast for more great episodes - https://parsable.com/conquering-chaos-podcast/
Parsable - https://parsable.com/
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Josh - https://www.linkedin.com/in/joshsanto/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Mar 09, 2022
Wednesday Mar 09, 2022
Jean-Pierre Degembe, Global Director, Sourcing – Golf for Wilson Sporting Goods, regals me with stories of golf from around the world as we talk about his experiences with adapting golf products and marketing for different regions.
Learn why in France the words – wood, shaft and putter are not translated and why they are in Canada.
If you are planning a golf vacation, you’ll hear about the different ways people play golf in Japan, Malaysia, France, in the US and more!
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Jean-Pierre - https://www.linkedin.com/in/jpdegembe/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Feb 23, 2022
Wednesday Feb 23, 2022
Chris Curtin has had an incredible career in marketing for Disney, HP, and Visa.
In this episode, he explains how good marketers have to start with having a good sense of self and how they take the complex and make it simple.
With this understanding they can focus on making the future brighter than the past.
We discuss some marketing missteps that Disney made and how they adjusted for success. And, how they handle localization and translation.
And he gives fantastic examples about Visa welcoming visitors, Ray-ban Sunglasses building sales through affiliation, and Alibaba recognizing the importance of red envelopes.
Relevant articles about Chris:
https://www.digitaltrends.com/wearables/visa-payment-ring-rio-2016/
https://www.cnbc.com/2017/03/13/visa-pay-with-sunglasses.html
https://www.sportsbusinessjournal.com/SB-Blogs/Breaking-News/2020/06/Chris-Curtin.aspx
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Chris - https://www.linkedin.com/in/christophercurtin/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Feb 09, 2022
Wednesday Feb 09, 2022
Evan Nierman, Founder & CEO of Red Banyan, is no stranger to difficult situations.
He’s not Olivia Pope nor is he Ray Donovan, yet he helps people get through crises, in countries all over the world!
His stories are fascinating, and his ability to navigate language and cultures is impressive.
LINKS:
https://www.amazon.com/Crisis-Averted-Strategies-Protect-Reputation/dp/1642252573
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Evan:
- LinkedIn - https://www.linkedin.com/in/evan-nierman/
- LinkedIn - https://www.linkedin.com/company/red-banyan-group
- Twitter - https://twitter.com/RedBanyan
- Facebook - https://www.facebook.com/RedBanyan
- Instagram - https://www.instagram.com/redbanyanpr/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Jan 19, 2022
Wednesday Jan 19, 2022
Fernando Maroniene reminds us that business is business everywhere yet paying attention to details delivers success.
In this episode, we have an in depth discussion about how he helped drive efficiencies with content creation across the region to support the local sales efforts.
His insights and experience on content creation, translation, and quality can help every country head or marketing person.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Fernando - https://www.linkedin.com/in/fernandomaroniene/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Jan 12, 2022
Wednesday Jan 12, 2022
Adam Blanco, Founder and Managing Director at e8/Q Technologies, thrives in situations with political volatility and emerging markets.
He joined the Peace Corp to go to Russia during their emerging capitalism journey.
Now, he consults with companies in the Balkans and Ukraine.
Adam’s insights into when to enter, how to succeed, and when to get out in markets lacking infrastructure, laws, financial support, banking systems captivated me.
And learn why Russians are more apt to say they are “normalna” (so-so) rather than “great” when you ask them how they are doing.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Adam -
- LinkedIn - https://www.linkedin.com/in/adam-a-blanco-1412743/
- Email - aablanco@e8qtechnologies.com
- Website - www.e8qtechnologies.com
GloMusic: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Jan 05, 2022
Wednesday Jan 05, 2022
Nick Leighton, executive coach, international marketer and author of Exactly Where You Want to Be: A Business Owners Guide to Profit & Happiness (www.exactlywhereyouwanttobe.com), brings adventure and fun into the world of global marketing.
As an owner of a creative agency founded in old Dubai, he hired a diverse team to achieve their goals, won large international contracts, and then sold his agency to be with his wife in Southern CA.
Listen to this fun episode where we talk about his “Champagne Moment” in a hijacked helicopter while hosting international journalists in Pakistan, riding in a car high speed chase in Moscow, and how he met his wife at the Playboy Mansion.
You will be edutained!
Links:
TAAN - https://taan.org/
PRGN - https://prgn.com/
Exactly Where You Want to Be: A Business Owners Guide to Profit & Happiness - https://www.exactlywhereyouwanttobe.com/
Buy the book - https://www.amazon.com/Exactly-Where-You-Want-Happiness-ebook/dp/B0764TRZNJ
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Nick - https://www.linkedin.com/in/nickleighton/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Dec 22, 2021
Wednesday Dec 22, 2021
Omer Menashe, CEO at eMojo (https://www.emojo-digital.com), explains why Israeli companies must think global from the start – with a small population there just isn’t room for growth.
Over the last 10 years, he’s gone from owner of a start-up in Tel Aviv servicing local companies to now being based in New York City and managing over $10 million in ad spent each year. He expanded globally by reaching out to people in his network to schedule 45 meetings for his first week in New York.
He admits the first step is the hardest yet if someone wants to grow, they can do it.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Omer:
- LinkedIn - https://www.linkedin.com/in/omer-menashe-251a4b35/
- Facebook - https://www.facebook.com/omermenashe
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Dec 15, 2021
Wednesday Dec 15, 2021
In today’s globally connected world, the expansion opportunities for American businesses are arguably unlimited. Yet surprisingly, only 1.5% of small businesses in the US export their products or services internationally. Tapping into the benefits of exporting represents a significant growth avenue for entrepreneurs willing to navigate the international trade landscape. And there are countless resources to help you get started.
In this episode of The Global Marketing Show, Andy Karellas, Executive Director of the State International Development Organization (SIDO) and Director of International Affairs at the Council of State Government, shares his best advice for businesses considering international expansion, from “why to export” to “how to export” to “who can help you export.” And he explains how at the core of any successful expansion effort is thoughtful attention to the language and culture of the target market.
The Export Advantage
American products and services command respect – and often premium prices – in international markets. This advantage, combined with data showing that over 50% of consumers will pay more for information in their native language, creates a compelling business case for localization and international expansion.
The benefits of exporting extend far beyond simply increasing your customer base. Businesses that export:
Grow 5-7% faster than non-exporting companies
Pay 18-20% higher wages, on average
More easily weather economic downturns
Andy explains that the last point is particularly compelling. In the previous US recession, companies that did not export saw revenues decline by 7% while exporting companies grew by 18%. The numbers are proof that expanding internationally effectively provides a hedge against domestic economic fluctuations.
Resources at the Ready
Small businesses don't have to navigate international markets alone, he adds. Extensive support systems exist at both state and federal levels.
"Jump right in," Andy advises. "Don't be afraid to ask any and all questions – there's no wrong or dumb question. It's mapping it through and just kind of getting a good understanding of each [resource]. And that's all that’s needed for an export strategy, which the states and all partners, especially the Commerce Department, SBDCs, our trade offices, can guide you through."
He suggests starting with these resources:
- State Trade Offices: Each state has dedicated resources to help businesses export. You can find your state's office through the SIDO directory at sidoamerica.org.
- US Department of Commerce: The Commercial Service has specialists to guide businesses through market selection, pricing strategies, buyer identification, and shipping logistics.
- US Department of Agriculture: Offers specialized programs for agricultural exports.
- Small Business Development Centers (SBDCs): Partnerships between universities, the Small Business Administration, and states that provide localized assistance.
And networking through these organizations:
- District Export Councils (DECs): Comprised of approximately 108 groups across the US, these councils facilitate small business mentorship programs led by professionals with real-world experience.
- SIDO STEP Coalition: Businesses share opportunities and success stories created by the State Trade Expansion Program.
- Industry Associations: Look for specialized industry groups like the National Association of Manufacturers, which can be especially useful for building international focus groups.
- International Executive Resource Group (IERG): A global organization of business leaders with international experience.
- Soft Land Partners: Helps companies establish international operations and navigate foreign markets.
These networks provide opportunities to learn from experienced exporters, share best practices, and find potential partners for international ventures.
Financial Support Through STEP Grants
The State Trade Expansion Program (STEP) offers grants to small businesses to offset the costs of international expansion. These grants can fund:
- Marketing reports and studies
- Translation services
- Ecommerce platform development
- Trade show participation (including registration fees and travel expenses)
- Compliance documentation
Each state administers STEP grants differently, so businesses should contact their state trade office to learn specific eligibility requirements and timelines.
Understanding the Export Process
Andy believes navigating international trade is less daunting if you simply break it down into manageable steps. "There are many layers involved in that whole process, which I find extremely fascinating," says Andy. He adds that the export process isn't typically covered in depth during undergraduate business education, which is why connecting with experienced partners is so valuable.
Here are the key steps in taking your business global:
- Market Research: Identify initial target markets using data resources from the Commerce Department, Department of Agriculture, and state offices. Evaluate market potential, geopolitical risks, and trade agreements. Most importantly, research your target market’s customs and business culture down to the region, soliciting from local, in-country partners.
- Product/Service Preparation: Adapt offerings for international markets. This includes professional translation by native-speaking humans for marketing materials, product descriptions, and websites; anything meaningful to the buyer’s journey that needs to be translated into a local language requires high-quality translation. It also means ensuring that your ecommerce platform can handle international orders and display appropriate currencies and shipping options.
- Compliance and Logistics: Navigate export restrictions, country-specific import regulations, and shipping requirements. Learn about International Commercial Terms (Incoterms) to clarify responsibilities for shipping costs, insurance, and transportation risks.
- Buyer Identification: Connect with potential partners through trade shows and targeted trade missions. "That's where everybody starts relationships," Andy explains, noting that these events allow buyers to see and sample your products directly.
- Follow-up and Relationship Building: Maintain communication with potential buyers. International business often moves at a pace different from domestic transactions, requiring patience and consistent follow-up. "You might not secure a sale for six months or a year. It might take multiple trips before you finally succeed," Andy shares.
State and federal resources designed specifically to help businesses navigate the complexities of international trade can support each step in this process. The key is connecting with these resources early to develop a comprehensive export strategy tailored to your business's specific goals and capabilities.
The Path Forward
Andy's advice for businesses ready to explore international opportunities is straightforward: start by contacting your state’s trade office. They can help assess export readiness, identify target markets, and connect with necessary resources.
With proper preparation and the right partnerships, small businesses can confidently step onto the global stage, accessing new customers, diversifying revenue streams, and building resilience against domestic market fluctuations.
The resources are available, and the opportunities are abundant. For small businesses seeking growth, it's time to consider the world beyond our borders.
State International Development Organizations (SIDO) Links:
https://www.linkedin.com/company/state-international-development-organizations-sido/
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Andy - https://www.linkedin.com/in/andreaskarellas/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Dec 08, 2021
Wednesday Dec 08, 2021
Hakan Ozsancak, EVP Chief Finance and Communications Officer for Washington Institute for Business, Government, and Society, has lived in 7 countries and speaks 5 languages.
If he doesn’t feel like he fits in, it’s not “others” that make him feel different, he looks for what he can do himself to get along.
Listen to this interesting discussion about what it takes to win at cross cultural and global business.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Hakan - https://www.linkedin.com/in/hakanozsancak/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com