Workshop 101: Beyond the Multicultural Statistics
Understanding today's new multicultural consumer
Workshop 102: Beyond Translation
Going beyond "multicultural", “in-language” and “in-culture" marketing!
Workshop 103: Beyond Guanxi
Using word-of-mouth and other strategies that connect with the transcultural community
Workshop 104: Understanding the Who, What, Where and How
Going beyond focus groups to research methods that reveal the why!
Off-site workshops are held in San Francisco and San Jose, CA.
Please
for dates.
On-site workshops require a minimum of 8 participants and can be tailored to address specific issues your organization may be facing.
Series discounts are available.
GOING BEYOND TRANSLATION WORKSHOPS
Based on the book, the Going Beyond Translation Workshop series provide marketers with an in-depth understanding of today's transcultural consumer. These interactive workshops provide a hands-on approach that illustrate and deliver insights into many of the challenges that marketers face when targeting today’s "Transcultural" consumer.
What you will learn
• Why “Multicultural”, “In-Language” and “In-Culture” marketing
don’t work.
• An in-depth cultural understanding of the “New Multicultural Consumer” in today’s marketplace.
• The role that culture and context play in transcultural marketing.
• Why segmentation doesn’t work.
• How the transcultural consumer is influencing the mainstream.
• Communication skills that cross the “Cultural Divide”.
• The most common traps and pitfalls and how to avoid them.
• How to use face-to-face initiatives such as Experiential Marketing, “Edutainment” and Sampling to develop brand awareness.
• How to develop a successful word-of-mouth program that builds trust in the “Transcultural” community.
How you will benefit
Using real-life examples and case studies, each workshop goes beyond the myths and pre-conceived ideas of multicultural marketing and delivers proven techniques and out-of-the box strategies that marketers can use to better connect with today’s transcultural marketplace.
An interactive forum allows participants to share their challenges and apply the principles of the workshop.
Takeaway materials that participants can begin using immediately include a copy of Beyond Translation; The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer.
Who should attend?
Corporate brand managers, marketing communications executives, consultants, and anyone responsible for developing and delivering “Multicultural Marketing” strategy.