multicultural workshops+
Going Beyond Translation
Getting to the who, what, where and why!
These experiential workshops provide a practical and hands-on approach that illustrate and deliver insights into many of the challenges that marketers face when targeting today’s “Transcultural” consumer.
The Going Beyond Translation workshops are based on the book; Beyond Translation; The Marketer's Field Guide to Understanding Today's Transcultural Consumer, and provide marketers with an in-depth understanding of 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 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 notions 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.
Workshop 102: Beyond Translation
Going Beyond “In-Language”and “In-Culture" Marketing!
Workshop 103: Beyond Guanxi
Word-of-Mouth and Other Strategies that Connect with the Transcultural Community
Workshop 104: Understanding the Who, What, Where + Why!
Research Methods that Reveal the Why!
Off-site workshops are held in San Francisco and San Jose, CA.
Please for dates.
On-site workshops are held at your company/organization and require a minimum of 8 participants.
Series discounts are available.
Need more information?
Research Without Borders; Understand Tomorrow’s Markets Today™