IT’S A SMALL WORLD AFTER ALL – EXPANDING INTERNATIONALLY

WHO THE HECK AM I?

Melissa FilipkowskiDirector of Advertising, Clickbooth

Email: melissa@clickbooth.com

Skype: Melissa.Clickbooth

AIM: MelClickbooth

GETTING IN THE “GLOBAL MINDSET”

*Source: Joy McGovern, Ph.D. – Global Mindset Institute, Thunderbird School of Global Management

CULTURAL FAUX PAS #1: PEACE OUT

INTERNATIONAL INTELLECTUAL CAPITAL

• Global Business Savvy

• Cosmopolitan Outlook

• Cognitive Complexity

Before After0%

50%

100%

Intellectual Capital Be-fore Mel's Presentation

vs. After

LET’S GET SAVVY…GBS SAVVY, THAT IS.

Testing in English Speaking Areas• UK and Canada• Going further, AU/NZ and South Africa

Expansion to Other Cultures• Mainly Western European Union nations

Hidden Pockets of Growth• Nordic region

COMING SOON TO A COUNTRY NEAR YOU

CULTURAL FAUX PAS #2: RESPECT THE CARD

COSMOPOLITAN OUTLOOK

• It REALLY is A Small World after all…

• Significant increase in cross border e-commerce transactions

• It’s becoming, or currently is “cool”

• Higher value is placed on products from another country

* Forrester study, Key Trends And Best Practices Selling Globally Via The Affiliate Channel

MASTERING THE COMPLEXITY

• Restructure, don’t replicate

• Start slow…but, be able to expand quickly

• Do it right, the first time

• Set correct expectations

MAJOR ADVERTISER CONSIDERATIONS

Feasibility• Are you legally allowed to trade?• What are the trade restrictions in the

country?

Shipping and Handling• Domestic or offshore?• Country specific payment methods?

Communication• How does the culture prefer to

communicate?• Is your entire flow optimized per country?

CULTURAL FAUX PAS #3: OUT OF TOUCH

A MINI CASE STUDY: CUSTOMER SERVICE

• Does dialect make a difference?

• How does the consumer want to communicate?

The bottom line…get involved.

A MINI CASE STUDY: REGULATION

• Regulation exists on various levels

• International doesn’t mean “safe”

• When you assume…well, you know

SEE YA REAL SOON!

Questions?