Solutions in a Small World: Customization for Every Demographic
Gerald Youngblood, AMD Manager of Worldwide Component Channel Marketing, says solution providers can profit by learning from business innovations worldwide. First in a four-part series.
The world we live in is vast by many standards. Look no further than the near seven billion inhabitants spread across approximately 58 million square miles of land, speaking at least one of the 6,909 living languages.
Now, with this mind, think about the complexities behind building and marketing products on a global scale.
My position as a global marketing manager at AMD affords me the opportunity and challenge of identifying the threads of likeness in the six continents where our products are actively promoted.
Given there is little energy spent on the 1,000 brave part-time inhabitants of Antarctica, we are left with one riddle to solve: Balance.
To succeed, a worldwide infrastructure born from multinational similarities and local idiosyncrasies must be established. Over time I have come across many innovative marketing activities--conceived in one corner of the world yet applied in another.
Along this thread, Id like to share an interesting methodology I observed while visiting with sales and marketing teams in Europe.
During our meetings, they shared three very different, yet effective, modes of marketing the same promotion to their respective audiences. For example, e-tailers were targeted in Germany, retailers in Poland, and consumer system builders in Italy.
While all three of these countries are relatively close in geographic proximity, each has a unique demographic that requires its own localized infrastructure that enables efficient dispersal of communications.
Customizable and repeatable marketing
The EMEA team is the prototype of flexibility and variability. Theyve achieved success through an on-demand call center structure that flexes based on current activities and the number of participating countries.
They also implement multiple newsletters that cater to distribution partners and resellers. Both of these communication vehicles serve as a ready-made outlet for scalable communications to the broad audience to match their specific needs.
Just as solution providers reap the benefits of customized systems and software packages, marketing programs need to adhere to the same formula of customization and repeatability.
The key is taking every solution available to develop a process for selling into all focus demographics.
Take, for example, an offsite backup solution. Perhaps you don't need sell sheets in Polish and Russian, so instead translate your message to the target audience. Create a starter kit for school district bids, law offices, and SOHO entrepreneurs. Develop a template for industry publications and have go-to companies for email blasts.
Any company seeking to expand their footprint can learn from the adaptability taking place in EMEA. By simply applying the same process of customization for every demographic to your business, youll have the ability to thrive in a world that is as diverse as it is massive.
Gerald Youngblood is Manager of Worldwide Component Channel Marketing for Advanced Micro Devices Inc.
This is the first article in a four-part series that will examine examples from four key regions--EMEA, APAC, Greater China and the Americas--to demonstrate how solution providers can learn from business innovations worldwide and apply it to drive profitability.
The AMD Worldwide Channel blog can be found here.
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