Martha Cristina Garza has helped luxury brands like Cartier, Moleskine, Dr. Smood, and Maison Kayser launch in multiple countries. As a marketing expert for high end brands, she especially knows the importance of understanding your brand differentiators and the cultures of your target markets. It’s interesting to hear from her about the perspectives of consumers about brands in different countries, for instance Cartier is the number one luxury brand in Mexico, yet in Italy, it’s only a luxury brand for Grandmas! She sees that brands are getting better at story telling and understanding that they need to connect with the cultures, yet they struggle with exact messages when they don’t know the culture.
For example; a high-end backpack manufacturer from Italy positions itself as innovative and best in class in making leather backpacks that are “powered by performance”. When entering the US, the creative team came up with a campaign to connect with the market. The developed a picture of the nice leather backpack on a sofa and the tagline of “Netflix and Chill”. Now, as a native US English speaker, I understood that Netflix and chill would not talk to their target audience of businesspeople in their 40’s and 50’s. In addition to “speaking” to the wrong market of younger consumers, they also didn’t understand that the message “come on over for Netflix and Chill” includes a hidden invitation of intimacy.
She strongly recommends that marketers who aren’t native speakers and don’t fully understand the culture are well served in working with a company like Rapport International to make sure your messages are accurate and culturally appropriate.
Her final recommendations:
As with every episode, I ask guests what their favorite word is. Martha’s is “la pozzanghera”, an Italian word that means puddle. She thinks it’s just a fun word. Go ahead, say it!
Links:
https://marthacgarza.com/
https://www.instagram.com/marthacristina/?hl=en
https://www.linkedin.com/in/marthacristina/
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Martha - https://www.linkedin.com/in/marthacristina/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
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HubSpot Lucked out in Getting Scott Wilder - Show #27
The Big Three Mistakes - Show #26
Global Sales versus Global Marketing - Show #25
109 Steps to Global Ecommerce - Show #24
Abu Dhabi Opened Her Eyes - Show #23
Farm Boy Does Business in Every Country - Show #22
Say “tak tak” to a Lean Marketing Approach to Grow Globally - Show #21
Homeschooling to Global Business Expert - Show #20
Growing up in the Projects to Becoming a Global Executive - Show #19
Baseball, Shipping and Leadership - Show #18
The Journey from US-Centric to Globally-Oriented Marketing Took Time - Show #17
Truly Global Millennial - Show #16
Managing LinkedIn Profiles and Post in Multiple Languages - Show #15
When a Start Up Goes Global - Show #14
Launching Medical Devices Internationally - Show #13
Tips and Tricks for Fast Global Expansion - Show #12
A Partner Who Cares as Much as I Do About my Translation! - Show #11
Strategies for Entering the US Market - Show #10
Former Intelligence Officer Builds a Strategy for Global Expansion - Show #9
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