Minor changes can make a huge difference...

We all know it's hard to predict the success of a marketing campaign, but some failures can be prevented with a little knowledge of the local language and culture.

Historical marketing blunders

Irish manure

Consumer goods with "Mist" in the brand name are not being very successful in Germany. The Irish liquor "Irish Mist" for example never became very popular. Mist in German means manure.

Nothing sucks...

The literal translation of "zuigen", the Dutch word for 'to vacuum', has a quite different meaning outside of the Dutch market.

Love what?

Being too creative with your company name, doesn't necessarily go well in other countries...

Companies that should have thought twice

...before registering their domain names

• A database for agencies to the rich and famous called "Who Represents?" Check out: www.whorepresents.com
• Experts Exchange, a knowledge base where programmers can exchange advice and views: www.expertsexchange.com
• Looking for a pen? Look no further than Pen Island at www.penisland.net
  (Have changed their website recently)
• Need a therapist? Try: www.therapistfinder.com
  

Source: e-consultancy

Be aware of local differences

Understand the importance of a strong brand

Successful global companies understand the risk of not effectively managing the brand, as well as the processes required to achieve this. MPP Brandz research has shown that the capitalisation of a company with a well-managed brand can expect to be 200% greater than a poorly managed brand over ten years.

On the internet the brand equally plays a very important role; customers loyalty to brands becomes one of the few differentiators. But massive growth in and globalisation of online content create challenges to brand management

Read more on operational brand management

Realise a global Web presence is more than copy & paste

Web site globalisation is so much more than copy and paste or translating Web sites for various countries. Of course language and country sites are the most visible result of a global online presence. The complexity, however, is in the intelligence of combining local needs with corporate communication strategies.

Local needs go beyond translations – they go as far as localizing company messaging; local business functionality in Web forms and applications; as well as locally targeted communication to multiple audiences through a Web site, e-mail and newsletter or even print! This so called multi-faceted management stretches far beyond the need for just translating. It also involves areas like the localisation of sites and content types.

Read more on managing global websites

Know how to build a new Web site in hours

The global 24-hour economy asks for responsiveness and flexibility on both a central and local scale. Responding quickly to new opportunities in local markets increasingly determines your success. With SDL Tridion you can roll out a new Web site or marketing campaign micro site in hours instead of days or weeks without needing your IT department’s involvement. The business user is empowered to execute their online marketing objectives. The cost saving benefit is obvious but being in the market much faster than before really makes the difference.

Contact SDL Tridion

Find your local SDL Tridion office