The Internationalization value/risk tradeoff — Mike Maynard // Napier Group

Quotes

• “The real challenge, first of all, is to understand where your biggest opportunity is. The truth is, launching things internationally is time-consuming and can be quite expensive.” - Mike “LinkedIn is always your friend in terms of understanding individuals within countries. Although there are still differences, it really has become a global platform.” - Mike “One of the interesting things about Europe is that there’s a huge amount of international marketing activity.” - Mike “One of the things that I do think is important is understanding this concept of brand origin and whether actually feeling like you come in from outside of the country can sometimes be a good thing.” - Mike “Starting with a proven campaign is absolutely the best way to start. It’s really about finding the small tweaks that make the difference rather than throwing something out and start again.” - Mike “GDPR basically says that people should give consent before their data is processed. Now, of course, the argument is that if you’re asking for consent or someone is giving consent, they are actually interested and keen to hear from you and now probably a much higher value lead than someone who is going to walk out at the first opportunity.” - Mike “You can absolutely build a campaign centrally but to then expect the same KPIs in particular for campaigns to hit the same metrics isn’t going to happen from country to country.” - Mike “I think interestingly, what I hear more from my European clans is that America is the toughest market to crack rather than it being a market where language and culture relevance are all different.” - Mike “A good approach is risk mitigation practices. I think there are lots of ways you can actually reduce the risk by going in small and conducting trials once you see the things you started are scaling up.” - Mike “Internationalization creates a huge opportunity when you’re looking to develop, extend and scale but it also comes with a certain amount of uncertainty, risk and obviously can be capital intensive.” - Mike