Marketing a Business in Germany
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Marketing a Business in Germany
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 adapt you business in Germany, 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 Germany
In Germany a popular source of advertising is through trade magazines as they provide a key source of information managers and decision makers in all sectors of the German industry. There are over 3600 trade journals in Germany, covering every conceivable product sector. The PR & Marketing Unit in Dsseldorf can provide details of suitable German trade magazines for advertising campaigns.
Of course there are other routes that you may wish to consider when starting up a business in Germany and you will find an advertising agent will be able to help and advise on other sources of advertising.
English is the international language of business and even though most Germans are fluent in English, it is considered polite and a general rule of thumb to use German to make good impression, especially in the early stages of business. Initial correspondence, literature and follow up conversations should be translated or conducted in German.
Cultural sensitivity in Germany 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.
When greeting a person in Germany it is important to remember to shake everybody by the hand, including children. Maintain eye contact and smile. Using a persons title and surname until invited to use their first name will show a sign of respect. Germans are known world wide for being well organised, planning ahead and being neat. Remember to respect these aspects of the German culture.
Organisations that can assist with Marketing a Business
The Global Trade Professionals Alliance (GTPA) is a global trade organisation dedicated to the development of international standards to harmonise and facilitate inclusive and trusted trade.