Marketing Tips for New Services and Products
Many business people wonder why they have such a difficult time launching a new product or service. Most do not invest time researching two key issues: whether or not there is a viable market for what they want to offer and what the competition is already doing to satisfy the market.Why would an experienced businessperson ignore that vital step?1. Ego: They have a “great idea” and figure that all they have to do is advertise and customers will line up to

What to do When Your Advertising Doesn't Work
All too often I have heard clients say “Advertising doesn’t work for us” after a single appearance of their ad - sometimes even after trying only one media.There are a number of things you can do if you want to know for sure whether advertising works or not for you. The first of them is to give your ad a fair chance.Follow these basic rules and enjoy learning what the best way is for you to advertise. If your advertising doesn’t work, it is probable that

How To Get Your First Customer
Starting a new business is always tough. You have spent hours and hours putting your Business Plan together, sorting out the financing, arranging your office and buying equipment. And the big day arrives … you have to get out there and secure your first customer. It all looked so easy when you were planning, but now this is real and doesn’t seem as effortless as you thought.What practical steps can you take to ensure your business gets off to a flying start? an SMB owner, work closely with this expert and leverage your ongoing relationship to turn your going-global effort into an incredibly pleasant and enriching communication experience, a truly human experience. And the huge profit that is bound to result from this experience will be a welcome bonus.

1. Market Research: The very basis, the sine qua non. Everything else is based on this: all your localization effort will be determined by, and directed at, this market. Perfect market knowledge is essential to establish meaningful communication.

2. All 4 Product stages (Invention - Design - Production - Pricing) should be taken through the whole Globalization Process: Internationalization, Localization, Translation. Ideally, the product is "born international", i.e. ready to be localized for your chosen market. Even pricing will largely depend on local conditions: you don't just convert country-of-

that is bound to result from this experience will be a welcome bonus.

1. Market Research: The very basis, the sine qua non. Everything else is based on this: all your localization effort will be determined by, and directed at, this market. Perfect market knowledge is essential to establish meaningful communication.

2. All 4 Product stages (Invention - Design - Production - Pricing) should be taken through the whole Globalization Process: Internationalization, Localization, Translation. Ideally, the product is "born international", i.e. ready to be localized for your chosen market. Even pricing will largely depend on local conditions: you don't just convert country-of-

at, this market. Perfect market knowledge is essential to establish meaningful communication.

2. All 4 Product stages (Invention - Design - Production - Pricing) should be taken through the whole Globalization Process: Internationalization, Localization, Translation. Ideally, the product is "born international", i.e. ready to be localized for your chosen market. Even pricing will largely depend on local conditions: you don't just convert country-of-

nationalization, Localization, Translation. Ideally, the product is "born international", i.e. ready to be localized for your chosen market. Even pricing will largely depend on local conditions: you don't just convert country-of-origin prices into the local currency.

If the product/service already exists, i.e. has already been created, it has to be re-created for your Target Market. It must run the gauntlet of merciless scrutiny through the lens of your Target Market.

And it has been calculated that belated localization (downstream re-engineering or retrofitting) "will take twice as long and cost twice as much."

Through your global communication expert (or simply your translator/interpreter), you can initiate a fruitful dialogue covering linguistic, cultural and technical aspects with your target market - from product invention to pricing

Ferret out anything that would not be acceptable to people in your Target Market, weed it out, and replace it with features that delight them

And this leads us to...

3. Promotion i.e. connecting the product with the market, is meaningless unless it goes through