Archive for 23 May, 2014

How can a foreign company enter the Russian B2B market?

While in this current environment everybody seems to be drifting away from Russia, in Comvort -always faithful to its sixth sense for business-, has decided to get closer…

RMAA Group is an independent full service Russian Advertising agency; an acreditaded and reputable member of our network with whom Comvort has built a strong relationship. His founder, Vadim Tylik, explains in plain words the ins and outs of Effective B2B marketing strategies in Russia.

The objective is to help international brands enter the Russian market and assists them in finding Russian customers. In order to reveal all these intricacies on how foreign companies can easily find Russian b2b customers, the company has recently announced the launch of a new White Paper HOW CAN A FOREIGN COMPANY ENTER THE RUSSIAN B2B MARKET? Effective B2B marketing strategies in Russia, written by Vadim Tylik, the Founder and also the President of RMAA Group.

B2B Russian market Strategy

B2B Russian market Strategy

This study/analysis will be useful not only for the “newcomers” to the Russian market, but also for the “veterans” who want to increase their presence. These guides will be useful for people who already have experience in business and marketing, but have a lack of knowledge about the peculiarities of the regional market. Guides will show a clear procedure and following them will enable you to build an effective marketing strategy to attract customers to your product in the Russian market.

The author of the White Paper Vadim Tylik says RMAA Group currently collaborates with a number of b2b oriented customers. We see that many foreign companies are not familiar with the tools that will allow them to get Russian companies as clients.

B2B Russian market

Russian companies are trying to reduce their costs and instead of producing goods and services by themselves, prefer to buy products from abroad. Sometimes the aim is not even to save money but an effort to find better and more technologically advanced goods.

Russian businesses -continues-, are placing a huge demand on foreign producers! It is the main reason why more and more foreign companies find great potential in cooperation with Russian enterprises. We had some requests from clients to write such White Paper for them to find out about successful tools and how to conquer the Russian B2B market, states Tylik.

To learn more about the White Paper and download a free-copy, please visit this link. If you’d like more information about this topic or about RMAA Group, please contact RMAA team.

 

About RMAA Group
Russian Marketing and Advertising Agency (RMAA Group) is independent full service Advertising agency. RMAA Group serves companies from the USA, Canada, Europe, Japan, South Korea, China which are interested in Russian market. Click here to find out Worldwide Clients` Network of Russian Marketing and Advertising Agency.

Information provided by Vadim Tylik

Visit http://russia-promo.com
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Localizing instead of Translating: How to make international press releases work

Multinational companies often face the challenge to distribute news from the headquarter based in foreign countries e.g. in the USA in other markets “with other languages as well. However, running the English piece through google translater and brush up the language a little bit, won’t do the trick. For making an adaption work properly, it needs to be way more than just a simple translation. Obviously the language is very important, but also some other aspects have to be kept in mind:

1. Topic: Before adapting the press release one question needs to be answered: Is this news really relevant for my market? Spreading news from the US headquarter does not always make sense, because not all topics are also relevant in markets like Germany, and sometimes a solution is just not available outside the US .

2. Structure: US press releases often start off very “softly” before getting to the point. These introductions “platitudes, trend-analyses or the like“ in the first paragraph(s) can be quite deterring for the German media. German journalists spend very little time on deciding whether a news piece is interesting to them or not. A press release which does not get to the point quickly won’t catch the attention of a German journalist and falls through the cracks. Therefore, in German press releases don’t waste any time and space: What’s most important, comes first!

International News

International News

3. Marketing-Talk: In a professional environment, Germans in general present theirselves more reserved than for examples US-Americans. The praising of products and services with superlatives is a taboo to German media. Every provider or manufacturer claims that his innovations are “unique” and that its success will be unprecedented. The challenge lies in stressing the actual benefits, without turning the German message into sweet talk oder adulation.

4. Quotations: US press releases often contain a lot of quotations that basically all say the same. For a successful localization, it is more useful to offer not more than one or two quotations (which cover all important messages) coming from a regional (!) speaker.

5. Customer References: The best testimonial of a satisfied customer is worthless, if the corresponding company is completely unknown in the target country. Therefore it makes sense to make use of less, but local references “ in Germany from the DACH-region or at least from internationally well-known companies.

In Germany, claiming to be “the leading provider” of anything should be proved. Because this is a rather difficult undertaking (e.g. because of lacking evidence and information) it is more secure to position oneself of being “one of the leading providers. On another note: There is no need for (registered) trademark references and legal disclaimers in Germany.

If you want to know why uniform communication does not work have a look at my colleague’s blog post covering examples of Germany, Austria and Switzerland. The rules for the “DACH” region or for the US also apply to other countries. Despite the geographical proximity, press releases from France, Italy or Spain cannot simply be translated into German “at least, if you want to get positive attention from a maximum of journalists”.

Markets can be compared just as little as you can compare apples to oranges. This is why PR professionals should not try to capture the attention of the local press with news that were obviously written for another target market. Hence, for adequate localization not only perfect foreign language competence is absolutely crucial, but also detailed knowledge of the local markets and industries.

Annegret

Dr.Annegret Haffa

 

Text by Dr. Annegret Haffa. @drhaffa
http://www.haffapartner.de
Click here to access the Agency Blog

Are your current negotiation techniques that efficient?

Negotiating skills are important in both business and life. You may find yourself negotiating a business deal, a compensation package for a new job, or the price and options on a new car you want to buy. No matter how much negotiating experience you have, there’s always room for improvement. You just have learned some basic principles first and then devote a lot of time to mastering the art of negotiation. Here are some great tips to improve your skills.

Prepare your plan beforehand

Quite simply, the better prepared you are before you enter the negotiation, the better your prospects of ending up with a good deal. While many people enter a negotiation with their basics figured out (such as maximum price or desired delivery date), good negotiation planning will cover much more than that. Here are a few things that a good plan will include.

  • Make sure you know what you want, and why. The why is important?
  • What are the other side’s interests? What do they want, and why? Try to look beyond the obvious.
  • What do you know about the other party’s negotiating style?
  • What could you offer, that would be worth more to the other side than it is to you?
  • How could you position this as joint problem solving?

What is your alternative to a negotiated agreement? This is your fallback plan, in case the negotiation does not work out. It also gives you an alternative to gauge against any offer they make. Don’t accept any offer that does not beat your alternative plan.

Listen, listen, and listen

Many people are not good listeners. Rather than paying attention and absorbing what the other person is saying, they are already planning their own response. Listening is a key skill for negotiation, perhaps one of the most important. This is how you can dig out information about the other party’s interests that could be useful to you later in the negotiation.

Practice active listening

Respond to the other person’s statements, asking for more detail in places. Also, restate back to them what you heard, with something like “So what you’re saying is that you really need …” This makes it more likely that you will have a correct understanding of what they meant. It also lets them know that you really are listening and paying attention to them. This sends them a positive message, and increases trust.

Think beyond just compromises

What is your approach to negotiation? Do you see it as a game that the other person has to lose in order for you to win? Or do you see it as something that can end in a win-win outcome, where both parties are happy with the result? Many tough negotiators take the first approach, and want to win in the battle against their adversary.

A different approach is to look at the “whys”. Why do you need this project completed by July 1? Why are they concerned that this does not leave enough time for testing? Rather than just looking at the fact that you disagree on the delivery date, you can try to understand the underlying reasons. You may find that there are some common interests that you both have. This lets you turn an antagonistic negotiation into one where you are both seeking to address a shared problem. That changes the dynamic of the negotiation, and can lead to a win-win outcome.

Collective negotiation

Collective negotiation

Work on your technique

There’s no such thing as the perfect negotiation technique. Things can always go south no matter how prepared you are. Regardless of your business domain, it’s important to have a good strategy laid out. Gather as much information as you can about your opponents and be honest and frank when it comes to making demands.

Dominating negotiations in marketing can be challenging. You have to really know what you’re doing to persuade people that your ideas are the best. Communication is vital; remember that; it’s just as important as patience. Let counterparts talk first and listen carefully to everything they have to say. Ask questions to get clearance and be ready to negotiate. Think in the best interest of your organization, and if a deal doesn’t live up to your expectations, walk away.

By Jason Phillips and TheGapPartnership!