Answering the challenge of collateral management and marketing outside the United States
Successful marketing campaigns outside the US demand something very challenging of marketing management: a way with words in languages you do not speak.
If you are selling in a country, you must market to the customer in their language, in the way that will help your sales force win as much business as possible. And it must be done in such a way that the minutiae of language, format and messaging is managed meticulously, whilst the bigger picture your management requires of you – most notably return on marketing spend – is monitored to ensure you are sending the right deliverable to the right customer. Having numerous owners and agencies will not give a cohesive view, and in fact, makes the marketing organization responsible as the one discernible point of control – something most managers find very difficult to manage.
However important it is to maintain the integrity of a global brand throughout a company's many audiences, all marketing organizations know that once campaigns leave the US, customization is essential. A global brand must be an unassailable starting point, but a campaign will not thrive – or even survive – without considering the needs of the individual customer.
So, the question is: how do you most effectively manage a global marketing campaign to all your different audiences from the US?…
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