Greece
Marketing a Business in Greece
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Marketing
The international transition of a business is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.
Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.
Advertising and Sales promotions in Greece
When starting up a business in the Greece you may consider different routes of advertising. In Greece there is a sophisticated and diverse media with a wide range of newspapers, trade magazines, TV and radio stations. It is possible to advertise in English but not generally recommended. Companies interested in advertising will find it easier to appoint a Greek agent or distributor to place material for them.
Before starting up your advertising campaign you may consult an advertising agent who can advice on the potential promotional routes.
Although many Greeks speak English and are happy to conduct business in English it is considered courteous to have a Greek translator and to have correspondence in Greek.
Cultural Sensitivity
Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.
As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.
Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.
Greeks are warm and hospitable and centre life around the family who offer emotional and financial support. When greeting someone shake hands, smile and maintain eye contact. Friends often hug and kiss on meeting.
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