Cvent Survey

Our colleagues at Cvent's Meetings & Events blog recently posted some valuable tips on localizing event marketing. We think these ideas can easily transfer to other forms of international marketing initiatives, including web surveys and email marketing (to solicit survey responses of course!). In fact, followers of the blog may remember our past posts about how market research can help you expand globally and how existing survey results, such as the TNS Global survey on e-commerce, can help guide discussions about international plans.

Some key take-aways from the Meetings & Events post include:

• Consider expanding into international countries that speak your language. Cvent chose to expand into English-speaking countries because we were already doing business in English. With product marketing, changes beyond messaging need to be made once you start expanding outside of your language, and those could get costly.

• Speak their language. Even though you are expanding into a country whose language you speak, there may be subtle differences: "utilize" vs. "utilise," "theater" vs. "theatre," or "two weeks" vs. "fortnight." Do your research to uncover these subtle nuances.

If you already have international customers, you can still gather feedback on product and service enhancements with customer surveys. You can also launch additional product and global market research surveys to discover other needs of the market. While the world is shrinking as communication and technology improves, we still need to keep in mind cultural differences when marketing across country borders.