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IABC Members gathered on Thursday, August 28, 2014, for a program about marketing to an international audience. The presentation was made by Dana Otillio, senior manager of marketing for the Americas for the Society of Petroleum Engineers, a nonprofit organization with more than 124,000 members in 135 countries. Jive sponsored the event.
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Marketing and Communicating to an International Audience
Presented by Dana OtillioThursday, 28 August
Presentation Overview• Background on OTC• How OTC communicates with and markets to international audiences
• Cultural considerations• What’s planned for OTC 2015
Your Take‐Aways• New ideas on how to market your event or products internationally
• Questions to ask yourself and team when embarking on new projects
• International communications do’s and don’t’s
Questions for Audience
How many of you have heard about OTC?
Of that, how many have attended OTC?
OTC Portfolio of Events
Founded 1969Houston, Texas, USA
Set attendance record in 2014: 108,300 attendees
OTC Portfolio of Events
Founded 2011Houston & Copenhagen
OTC Portfolio of Events
Founded 2011Rio de Janeiro
OTC Portfolio of Events
Founded 2014Kuala Lumpur
A new, exciting event planned after OTC 2015
• Scheduled for Friday after OTC• Showcase speakers outside oil & gas industry• Focus on three categories: business, technology and people
OTC Portfolio of Events
OTC OrganizationsSponsoring Organizations
Regional SponsoringOrganization
EndorsingOrganizations
OTC’s HistoryYears of Extreme Growth: 1973–1982
Became more global in content; technologies advance
The World Comes to OTC• 130+ countries• Top countries: China 2,371Nigeria 2,273UK 2,145Mexico 1,811Canada 1,522Norway 1,284Brazil 1,160
79%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Attendee Geographic Breakdown
Total USattendance
Totalinternationalattendance
Marketing Objectives• Attract the most influential individuals and companies
• Position OTC as the premier offshore event in the world for technical information
• Increase participation in OTC events and services
• Promote activities related to energy education
• Maintain consistent branding across OTC events
OTC Marketing/PR Highlights• Website• Direct mail• OTC‐TV• Mobile app• Advertising • Pre‐show and on‐site e‐newsletters
• Social media
• Media relations• On‐Site materials• On‐site and post‐show attendee surveys
OTC Marketing/PR Highlights• Website – Track through Google Analytics
VISITS BY BROWSERBrowser Sessions
Internet Explorer 163,037Chrome 112,402Safari 64,323Firefox 36,796Android Browser 7,708BlackBerry 1,650Data from 1 March‐31 May 2014
TOP VISITS BY COUNTRYCountry SessionsUnited States 265,436 (68.01%)United Kingdom 15,197 (3.89%)Nigeria 11,938 (3.06%)Canada 8,211 (2.10%)Mexico 8,136 (2.08%)China 7,351 (1.88%)Brazil 5,839 (1.50%)
OTC Marketing/PR Highlights• Direct Mail
– 80,000 distributed in North America– 40,000 distributed internationally– Savings on data cleansing = quantity reduction
OTC Marketing/PR Highlights• Advertising
– Trade publications with circulation in top regions
– Sponsoring organizations’ magazines
– Houston airports advertising
OTC Marketing/PR Highlights• Mobile App
– Total users: 12,997–8,773 downloads inside U.S.–4,224 downloads outside U.S.–Home page visits: 116,614
OTC Marketing/PR Highlights• E‐Newsletters
–Average # of recipients: 45,000
–Average unique open rate: 31%
–Average unique click‐through rate: 8%
OTC Marketing/PR Highlights• Media Relations
–500+ journalists in attendance–36% international journalists– Identify exhibitors and speakers/authors available for interviews
–Operate press rooms– Supervise video crews
Marketing/PR Highlights• Social Media
– Facebook:41,369 likes
– Twitter: 12,600 followers
– LinkedIn: 4,670members
– YouTube: 208 subscribers
Cross‐Cultural Competency• Know thy audience!• Receive cultural awareness training• Free articles: www.culturosity.com• For members of Meeting Professionals International: CultureActive Tool
• Don’t assume about English‐speaking cultures• Hire local agencies or consultants in key markets
Why Cultural Awareness Matters
When Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead."
Image source: www.bufferingbrain.com/tag/pepsi/
Why Cultural Awareness Matters
U.S. and British negotiators found themselves at a standstill when an American company proposed that they "table" particular key points. In the U.S. “tabling a motion" means to not discuss it, while the same phrase in Great Britain means to "bring it to the table for discussion."
To Translate or Not to Translate…• Determine what’s feasible (cost and time)• For events, consider attendee experience pre‐event and on‐site
• Is content technical, general or both?• Try out multiple translation companies• Consider Google Translate on your website
Understand International Laws• EU and Canada spam laws tougher than U.S. CAN‐SPAM and more to come!– Privacy and Electronic Communications Regulations 2003 Opt‐in, not just opt‐out
– Canada Anti‐Spam Law (CASL) $10 million max penalty for companies
• Move to opt‐in and be targeted in your communications
Protect Your Brand and Products• Limit (or redirect) use of photography and videography at events/tradeshows
• Register logo and/or name in other key countries (e.g. EU)
• If customers/suppliers allowed to use logo, provide detailed guidelines and internationally friendly file formats
Customize Mediums for International Audience
Consider:• Email clients (e.g. Gmail) and formatting• Internet speed and mobile device use• Social media platforms ‐ geotargeting• Time matters for email and social media• Direct mail deliverability (size/weight)
Keep Direct Mail in the Mix• US, Canada and EU countries have reliable postal service
• Allocate 3‐4 weeks for international mailing• Save money with data cleansing• Hire mail house with international experience• Suppress returned mail from lists
Customize Messages for International Audience
Which Product Benefits Do They Care About?Consider:• Targeted direct mail campaigns• Email personalization and A/B testing• International web pages/track behavior flow• Use “real” people in materials and social media
Avoid “Americanisms” in English• Avoid idioms and colloquialisms
– English example: Piece of cake– French example: Pédaler dans la choucroute(to pedal in the sauerkraut) = to spin your wheels/go nowhere
• Use ISO standards for currency (e.g. USD)• Internationalize dates and times
Humor is Very Subjective• Ensure campaign is not offensive (visuals and messages, especially if translated)
• Test campaign in focus groups or informally through international staff
• General Rule: Avoid humor where women, cultures, religions, races or other protected groups are the aim of the joke
Metrics: Track Everything!• Create campaign URLs to track medium and project effectiveness
• Track campaign response and create different views within Google Analytics
• Consider marketing automation software• Develop benchmarks to compare against future performance
Build Loyalty with Your International Audience
• Allow time for them to get to know you and your company
• American timelines usually don’t work• Provide special offers or discounts• Networking opportunities with global community; help them connect
Unique Experiences for OTC International Audiences
• US Department of Commerce International Buyer Program– 1,500+ delegates attend–Marketing materials translated– Also partner with DOC on OTC Industry Breakfasts
Unique Experiences for OTC International Audiences
• International Pavilions – 20 countries represented– Provides opportunity for small/new international companies to exhibit
– Provides countries with unique, unified presence at OTC
Unique Experiences for OTC International Audiences
• Networking Events common topical or geographical interests
• International Lounge• The Next Wave Workshop• Create new events where they are! (e.g. OTC Asia)
What’s Planned for OTC 2015• OTC Concert (back by popular demand!)• New d5 event after OTC (Friday)• New OTC website and CMS2015.otcnet.org
• Enhanced design/navigation for online registration site
Thanks for Your Time!
Questions?