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We’ve all heard stories of Danish businesses that have impressed with their success in the US. Perhaps you’ve wondered how hard it can be. You only need to translate your Danish marketing materials into English, right? Well, you couldn’t be more wrong.
See a recap from the seminar here.
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Shape your marketing for an American audience
Tips and techniques for telling your story in the US
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Tuesday, August 30, 2011, 08:15 - 10:30
Host: Copenhagen Business School, Room SV.052, Dalgas Have 15, 2000 Frederiksberg
There’s a huge cultural divide between Denmark and the US – not to mention the divides within the US itself. Successful sales and marketing in the US requires knowing and understanding the particular audiences that are key to your success, and then carefully adjusting your messages and materials. This is not for the faint of heart! This seminar will feature several stories demonstrating how others have attempted the challenge of entering the US.
In this seminar, we will discuss issues such as:
- Avoiding cultural clashes
- Taking US regional differences into consideration
- When to ignore your Danish roots
- Is Danish design always good design?
- Why you need first-class language skills
- CASE: GN ReSound A/S
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David Hoskin, Founder, Eye for Image
One of Denmark's most experienced international business communicators, David has helped many Danish companies put their products, brands, ideas and passions on an international stage. As one of the founders of the branding and communications agency Eye for Image, David is highly committed to the vision of Danish companies achieving world-class marketing. He established Eye for Image in 2003 – and has since led the company to become Denmark’s largest international copywriting and communications agency. David has worked with many leading brands, including Sun Microsystems, IBM, Coloplast, Carlsberg, Danisco, LEGO, Novozymes, ECCO, Fionia Bank, SAP, FLSmidth, CSC, Maersk and Hempel.
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Charlotte Bang, Head of Brand Support and Group Communication, GN ReSound
Charlotte will turn theory into practice by sharing stories of her first hand US experience. She has worked and lived in California for almost 2 years and today works in global marketing for GN ReSound, a Danish based hearing aid manufacturer that has US as its most important market. She has many years of experience in developing international campaigns in close co-operation with the local US team to ensure the right balance between international branding and local adaptation. She's personally witnessed the unique requirements and different mindset of marketing to a US audience compared to a European audience. | |
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DABF is pleased to present this event in collaboration with Danish Export Marketing Group,
The Center for the Study of the Americas/Copenhagen Business School and Huset Markedsføring.
Register by August 22
Price - Members of DABF and Danish Export Marketing Group: free of charge. Non-members: DKK 1200 + VAT.
NOTE: Cancellations less than 24 hours in advance will result in a no-show fee of DKK 400.
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Danish-American Business Forum
Network for success in the US
www.dabf.dk |