Multi-cultural marketing

Marketing to the USA

The US has always been the land of opportunity, where fortunes have been made and great businesses built. For more than a century, it’s also been the breeding ground of the world’s greatest, most iconic brands.

But from the time the first European settlers arrived, making it in the US has required endeavor, innovation, diligence – not to mention hard-nosed confidence. And, as the entrepreneurial fever took hold in the States, good sales skills were essential to their success. While the country grew and markets expanded, so did the opportunities for those who understood how to market to the masses.

Even though today’s business environment is light years away from those early settler years – and not forgetting the difficulties endured as this cultural melting pot continues to develop – looking back at how the country was formed gives us insight into what’s required to make it in the US. Even if the techniques and technologies have changed, many of the old values and attitudes to business success still hold true. Those who succeed are those who can live those values, adapt with the times and master today’s technology and techniques.

Americans are born marketers. Whether they are marketing to consumers or other businesses, Americans know better than most that a great product doesn’t guarantee success. Indeed, good marketing is its own business value in the US.

This is one of the first challenges facing foreign companies looking to enter the US market. But not only does their marketing quality have to at least be in the same league as any American company, foreign companies have to recognize that they are facing a culturally diverse market that is like no other on earth.

About this magazine

Think America explores key issues related to how foreign companies can successfully market in the United States. The objective of this publication is to create awareness of why marketing to US audiences requires an approach that is very different to other markets around the world.

After reading this publication, we hope you will see why the following four aspects are crucial to the success of your business-to-business (B2B) marketing efforts:

  1. You must show your US audience that you understand their particular situation and needs. Be well prepared for cultural diversity and political correctness. Remember that they will probably have a very different outlook on the world than you do.
  2. Develop marketing messages that are powerful, relevant, innovative and shareable. Focus on the benefits that motivate and engage your customer. Don’t get too technical, and please don’t be modest.
  3. Create excellent sales, marketing and communication materials. Do not compromise on quality. Maximize your budget by making wise decisions about what you need to produce. You may not be able to do it all – but you have to do it well.
  4. Have a strong online presence. Use traditional online media and get on board with social media. Get this right and your audience reach will expand before your eyes.

After reading Think America, we hope that you have a better idea of how to build a successful marketing strategy for the US. Of course, we’d love to hear your thoughts and experiences on marketing to the US, too. Please feel free to comment on any of the articles in this publication.




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