People around the world have individual preferences, so when they are introduced to a new product they may not take to it as quickly as you think because of the way it’s branded. In order to be sure you are marketing your product to match the culture where you wish to sell it you should conduct some research into cultural preferences held by your targeted customer. There are some quite simple adaptations you may need to make which will attract customers not frighten them away. The translation market knows these things as well when you get your translations done for localisation.
Colour psychology throughout the world
The colour branding of your product may do more damage than you think as different colours represent different symbols in different cultures. For example the colour yellow in France means jealousy and betrayal, but in the Japanese culture, the colour represents wealth and bravery. In some western cultures, the colour blue is linked to being trustworthy and authoritative. You have to think quite carefully what colour combinations you use when branding your product. You shouldn’t use yellow as a colour for products you intend to try and sell in both Japan and France as they are viewed so differently by the two different cultures. Ask your translator what other colours are important as those working in the translation market make it their business to know.
Tuesday is the best day for sending marketing emails
If you get your emails into your intended customers inboxes first thing Tuesday morning that’s the day when the most emails are opened by people around the world. Similarly, if you have a lucrative client waiting to do business with you, choose Tuesday morning at 10.30 am for the appointment time, whether it’s face to face, video conferencing or a chat on the phone! Of course, you will have to think carefully if your customers aren’t in the same time zone as you if you want to get the time absolutely right.
Get the protocols right at meetings
Some cultures emphasise timing more than others and if you are beginning a meeting with a Chinese client the sooner the meeting starts the better. It’s also a custom to thank those at the meeting for attending. In Brazil and Britain if you arrive early for a meeting you can start to engage in some pre-business conversation, but not in Russia or Switzerland.
Accepting business cards the correct way
Most businesses will have business cards which at some point you may be given at a meeting. How you should accept them depends on the culture, as for example the Japanese will have a high opinion of you if you take their business cards with both hands and study them carefully. This shows to them that you have some cultural understanding.