Fail in foreign trade - Ten ways to waste money abroad: The third case: Transfer your local marketing and business communication activities into the target country

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Fail in foreign trade - Ten ways to waste money abroad: The third case: Transfer your local marketing and business communication activities into the  target country

An article of InterGest, partner of ti communication

Do you like to travel? Have you ever switched on the TV in your hotel room while visiting another country, just to relieve the bo­redom of the room and to have something on in the background while you are brushing your teeth? Isn‘t it interesting to see how familiar products are advertised quite differently there to the way we are used to at home?

Well, that is something that Mr. M from G obviously never noti­ced, either because his room doesn‘t have a television, or because he just sticks to watching DW-TV, where he is of course not going to find any local advertising.

And it is against this background that Mr. M, a supplier of IT services, takes the decision to offer his products in a neighbouring country, unaware that there may first be a few things to consider. After all, as this neighbouring country is Austria, Mr. M is of the opinion that he can use the same communication materials as he uses for the German domestic market. And why not? The language in Austria is German, and the standard of living there is more or less the same.

So no sooner said than done, Mr. M opens up a representative office in Vienna, sends one of his German employees, who is familiar with Austria, over to look after it, and initiates the marketing process, pulling out all the stops in the process. Of course, with a representative office, it isn‘t necessary to set up a separate company in Austria, all you need is a liaison office and you can run everything, including invoicing, through the German GmbH.

So now Mr. M really goes to town with his communication. He inserts advertisements, focuses on specialist journals, and even attaches stickers to his German leaflets with the address in Austria. He does everything that could possibly be done to achieve his goal, but the one thing that fails to materialise is success. For some reason, nobody wants to know about Mr. M and his company, even though it says ‚Made in Germany‘, and as the whole world knows, quality work from Germany is what everybody wants. So what‘s up with the Austrians?

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