Looking around one obvious problem became apparent the Blue Sky stand was the

Looking around one obvious problem became apparent

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Looking around one obvious problem became apparent: the Blue Sky stand was the only one in the section with marketing signage written in English. That proved to be a cultural barrier high enough to discourage a significant amount of people from approaching the stand. In addition to that, talking to and trying to get feedback from the customers that did approach the stand, Nick and his colleagues realized that the majority of people didn’t understand the brand name and the marketing material handed out at the event, also written in english. Suggested improvements The tight timeline set for the trade show event didn’t make it possible to get the marketing material properly localised in Chinese. The impact of having the material in English was greatly underestimated. For the future, the recommendation to the marketing and overseas teams is to partner with a local design agency (the Australian China Business Council can recommend several) like the billboard ads team did. Timeline wise, taking the billboard promotion as reference, that should only add one week or two to the schedule. A perhaps bigger issue is that Chinese customers couldn’t immediately understand the company brand and slogans. This is a severe enough problem that the founders have decided to hire a high profile marketing agency in Hong Kong to try and determine the root (most likely
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cultural) causes and possible solutions. User surveys have started, and a detailed report will be available at the end of the month. As Blue Sky expands and transitions to being an international company, it will need to take cultural factors into account more systematically. The existing company policies will be reviewed and updated in such direction.
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Trade show contingency plan It’s the first time that Blue Sky Clothing participates in an international trade show. Due to a stringent timeline and lack of established overseas partners, Blue Sky is going print all the marketing material in Australia and ship it to Hong Kong. Shipping all the material poses a potential risk in case the latter is not delivered on time. Such event is considered extremely unlikely but in case it should happen, the following contingency plan has been put in place: - The marketing team has produced simplified versions of the marketing material that can be printed on regular paper media (standard poster size paper, A4 paper sheets etc). The material has been emailed to Nick Russell who’ll be managing the event. - - If two days prior to the event the material sent from the Australian office hasn’t been received, Nick will print the simplified material and hand out that at the show. The stand will look less appealing, not featuring the large, brightly coloured branding material, but at least Nick and his colleagues will be able to work albeit at a reduced capacity.
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  • One '18
  • Blessing Kuranone

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