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Marketing a Business in Singapore

The international transition of a business when preparing to expand 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 Singapore

The main language for advertising in Singapore is English, although Chinese, Malay or Tamil can be used if you are targeting specific communities. For a business expanding in Singapore, there are various media avenues to pursue. There are several television channels, both in English and Chinese. English language channels, such as Channel News Asia and Channel 5, are controlled by The Media Corporation of Singapore. There are also satellite and cable television networks, which you can use if you are setting up a business in the country. There are four radio stations in Singapore. In terms of press, there are nine local newspapers, with a circulation of approximately 1.5million. All of the newspapers, with the exception of Today, are owned by Singapore Press Holdings. There are also a variety of trade publications, including around 5,500 foreign publications. There is also a specific area of the media for expat communities, with titles such as The Expat magazine, offering a way of targeting that particular group.

Most business is conducted in English and prices can be display in UK pounds, American dollars or Singapore dollars. Any imports must have their country of origin stated.

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.
Singapore society is based on a formal and hierarchical system. Drawn from Confucianism, there is an inherent respect for the elderly, and younger people are legal obliged to take financial responsibility for elderly relatives. Therefore, if you are setting up a business in Singapore, it is important to recognize this sensitivity. Singapore is also a multi-ethnic society, so traditionally its residents strive for harmonious relationships. The Singapore interpretation of family is also slightly different to the Western model, with the term extending to close friends, colleagues and even the nation itself.

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