577: The Power of Words: Language in a Global Context w/ Ben Baker

ABOUT THIS EPISODE

In this episode we talk to Ben Baker, President of Your Brand Marketing.

Wouldn't it be nice to have several thought leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers? Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get into the show. Welcome back to the BB growth show. We are here today with Ben Baker. He is the president of your brand marketing been. How you doing today? I am doing just marvelous jams. Thanks for having me on the show. I appreciate you joining us. been we're going to be talking today about the power of words, language and a global context,...

...and we were talking offline about a story of one of your clients that you worked with and why this topic was so powerful for that particular client. But before we get into and unfolding that story, talking about the power of words, tell us a little bit about your brand marketing and what you and your team are up to over there. Yeah, thanks a lot. I mean we've been around. January will be ten years. We've been around for ten years and the company focuses on three things. We consult, we teach and we speak on brand message, market vision and value. So what do we do? We work with our customers to be able to figure out what do they do, why do they do it? Who Do they do it for? Why do their customers care and help them engage them in a meaningful way. It's been a fun ride last ten years. It's never boring. We work with B TOB clients, mostly in the midtier and you know, every...

...day is something different. I love it. I love it so so, Ben let's jump into the the story that I alluded to earlier that really is setting up this entire conversation. Take us back to that, to that time, and of what was going on with the client before they engaged you, and then, and then we'll and then we'll walk through kind of the results happened later. Absolutely so, most of my clients have not all my clients I work on with a nondisclosure agreement. So I'm I can't mention names, but this was a fairly large company that did a lot of work in Asia, in Europe and also in North America. And when they came to me, God, this is probably five, six, seven years ago, probably closer to seven years ago now, they had been working with another firm and they hadn't had a lot of success and in the Asian market and they were looking for somebody who could help them gain a foothold and to be able to...

...be a little bit more relevant in that marketplace, because they felt that their product line was something that was absolutely needed there. But they just couldn't bring on the right distributors, they couldn't bring on the right partners and they were having a lot of trouble, you know, getting their value statement across to that market place. Got It okay, and so they've been trying with with another agency. Weren't able to do it. Obviously they engage you, guys. What kind of as you were kind of assessing what they were currently doing. It wasn't working. What did you find? Well, the first thing we noticed was is that, and this was advice they had got from elsewhere, this is that everything that they were bringing into the Asian market was an English and you know, it wasn't that the market place that they were going into didn't have people that were proficient in English. It's just that it's not the first language and we realize that, you know, that could be a...

...bit of a barrier, not as much for understanding, you know, the value of the proper project, but also as a welcoming piece and and a bility, an ability to add trust. And we find that when you can walk into an International Mark Kit and you can speak to them in their language and in their relevance and their culture, things tend to move quickly through the process, or at least a lot quicker through the process. And we found that their first challenge was everything that they had, from their point of SA sale materials to their their packaging, to their trade show displays, to their the flyers and pamphlets that they were handing out, their brochures that they were hanging out. We're strictly in English, and we found that when they were going to, you know, various trade shows, that things were not being picked up, the conversations were not happening, people were not walking into their...

...booth and because of that they were spending a lot of money just twiddling their thumbs and they were looking. They were looking for some different solutions. So then, what were you guys able to implement that that ultimately allowed them to to see success as they were trying to enter the Asian market? Well, we focused on their two biggest markets. One was Hong Kong and the other one was mainland China, and we realized that Mandarin Cantonese were definitely things that need to be dealt with. They need to have some way to engage the audience in Mandarin Cantonese, and I'm a big believer of trade show boosts. You have a three second rule. Either people get what you do in the three seconds it takes they walk from one end of your booth to the other, or they don't, and having people having to translate into English and think about it was was obviously creating a challenge in a barrier. So what we...

...did is we took their value proposition and we had them translated, we had their brochures translated, we had their videos overdubbed and we had all of their materials created in such a way that they were either bilingual or they were trilingual, as in terms of being able to mandarin or catneys, but at least they were speaking in the language of the people that were there. And you'll there's challenges that go along with that, and let me explain that. The challenges are when you're dealing with people here that are translators, they may speak the language properly, they may understand a bit about the business, but they don't understand the regional cultural nuances. So yes, we had everything translated here, but the big thing that we did is we had those materials sent to Hong Kong, Shen's in Beijing, etc. Two different people that I actually knew, and had them look at the material before we had them printed and...

...had them watch the videos with the overdub before we had the know, we finalize them online. The reason being is that way you got the cultural nuance. You know, they were not only, you know, scientifically correct in terms of the language, in terms of translation, but it went way beyond say the Google translated version. It went into actually using the language properly within the audience that was actually Yo interacting with it. I love it. And so having people that were local in that contact reviewing the content before you ever put anything out there at in these conventions and trade shows that you were going to. was there anything that that stood out, that those local people caught that you otherwise wouldn't have wouldn't have seen? You know, some sometimes it was, you know, just a turn of phrase. It could be simple,...

...something simple, and I can't remember some exact words at the moment, but there was a couple different turns of phrase that, you know, by saying it a different way, made it far more relevant to the audience. And it was little, it was little nuance, things like that. It's little tweaks and you'll, I mean you'll notice that even even with an English you're a turn of phrase, a proper turn of phrase when you're speaking to somebody can make something either relevant or irrelevant to them, depending on what, on which we know, which way you point something out, you know. And the other thing that we did is is not only did we have of the point of sale materials, the videos, etceter there, but we also employed local people in the boost themselves, and we didn't bring them on board as industry experts. We brought them on as ambassadors to bring people into the booth and to act as translators. So therefore, there was the ability if...

...there were people that walk past the booth that did not have a strung English or could not converse an English those conversations could still happen with Yo and make the people walking into the booth feel comfortable right away. Yeah, I love it. Okay, so this has been incredibly helpful band for for for folks that are trying to enter foreign markets. Is Is there any any other tidbits or piece of advice that that you think they should know before before kind of journeying into a market that is relatively unknown to them by a plane ticket? Yeah, and I'm being absolutely serious, there's nothing that beats feet on the ground. Yeah, even if you're going to work with a distributor partner overseas, actually physically being there, actually physically walking the trade show floors before you even exhibit and actually going there and having a visualization of how do the trade...

...shows different in, you know, in that market place versus your market place? How are things presented? How are you'll do things happen in back rooms and and in hospitality suits, because in certain cultures, if you don't have a hospitality suite that you can invite people to, that's off the show floor. That can be a cultural full paw, you know. So it's under its understanding those little things that you need to think about, you that are understood within that culture that you may not get by not being there, not seeing it for yourself. That makes that makes perfect sense. been that. To close out our time together today, I'm going to ask a question that I've been asking recently. What is what is the legacy that you want to leave behind mentorship? For me, the biggest legacy is being able to be...

...there for the next generation. I work a lot with the local colleges and universities and do a lot of, you know, guest lecturing for free and volunteering my time to make sure that the next generation of marketers have every opportunity available to them, you know, to be able to let them understand the history of our profession, you know, where it's been, where it is, where it's going, and let them have the benefit of my experience, because no one was ever there for me to give me that hand up when I was when I was their age. So it's creating a legacy for the next generation to help them be better communicators and help them market more effectively. been this is this has been fantastic. If there's somebody listening to this, they want to stay connected with you. They want to learn more about your brand marketing. What's the best way for them to go about doing that? You know what social media were everywhere. You can find us on facebook and...

...also on Linkedin at your brand marketing. Our website is your brand Marketingcom and people can always find me at been at your brand marketingcom awesome today. Will thank you so much for your time today. I really appreciate it a jams. Thank you very much for making the time. To ensure that you never miss an episode of the B Tob Growth Show, subscribe to the show and Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you or someone you know would be an incredible guest for the B tob growth show, email me at Jonathan at sweet fish Mediacom. Let us know. We love connecting with be to be executives and we love sharing their wisdom and perspective with our audience. Thank you so much for listening. Until next time,.

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