Going Global CDS Publications and MDC Content Solutions Steve Brown and Sue Wenz
April 21-22, 2010 ď‚Ť San Antonio, TX
national footprint
global reach • Consolidated Graphics Prague – Turnkey Digital Print and Bindery – Photo book, variable data, and custom book
• Strategic Alliance with Yamagata Corporation – Turnkey digital print and bindery – Offset print services across Asia – Localization, translation
global footprint YAMAGATA Co., Korea Office
YAMAGATA group (Japan ）
Y-Intech (Shanghai) Co., Ltd. (Dalian)
YAMAGATA (Wuxi) Co., Ltd. Y-Intech (Shanghai) Co., Ltd. Y-Intech (Shanghai) Co., Ltd. (Shaoxing)
YAMAGATA AMERICA, Inc. YAMAGATA EUROPE YAMAGATA (Xiamen) Co., Ltd. YAMAGATA (Guangzhou) Co., Ltd. YAMAGATA Print Solutions (Chennai, India)
YAMAGATA (Hong Kong) Co., Ltd. YAMAGATA (THAILAND) Co., Ltd. YAMAGATA VIETNAM Co., Ltd. YAMAGATA （ MALAYSIA) Sdn Bhd. YAMAGATA (SINGAPORE) Pte Ltd.
Yamagata Print Facility Yamagata Sales & Document Design Office
the value of CGX • Global service, Local support • Seamless integration with best business practices • Solutions tailored to your market opportunities • Streamlined processes, reduced overall cost, enhanced results • Willingness to tailor to your program’s uniqueness • Extensive experience with customizable products and materials
global business Then and now‌ Global = Distant Telex, then Fax English/ French/ German
95% of the world consumers live outside of the US. In the last 25 years, US export increased from $224 billion to $1.1 trillion
global companies U.S. businesses expect sales revenue generated outside the United States to grow to an average of 42 percent of their total revenue over the next three years, up from 35 percent today and 26 percent three years ago, according to a study released by Accenture. The study was based on a survey of 160 sales/marketing and supply chain management executives from U.S. companies with revenues exceeding $1 billion. IBM HP Apple Google GE
65% 65% 58% 57% 53%
global world The internet truly flattens the world!
lost‌ in translation
dominant internet languages
help! There are ever increasing global marketing opportunities, but how do we… • • • • • • •
Effectively manage our brand Communicate literally and culturally Maintain budget realities Avoid waste and duplication of effort Ideal with international borders and customs rules Manage the expectations of dealers and sales offices Avoid shipping heavy paper?
global communications • Regionally Focused – Everyone is a consumer – Consumers Expect Intimacy – Product Features and Documentation – Language and Culture
what is localization? The ability internationally to: – Communicate effectively to the customer – Produce efficiently in the market – Distribute efficiently and timely in the market
important areas to localize – Product Manuals and Brochures – Marketing communications collateral – Web content and Software Applications – Printing and logistics – Product Information Sheets – Legal Reports and Benefits Guides – Educational and Instructional Materials
important considerations – Understanding of product and market – Accurate technical terms and specifications – Translation of marketing messages to include regional and cultural nuances – Consumer regulations and proper warnings – Understanding of global branding initiatives – Utilization of technology tools to manage, store, and repurpose content
localization supports global branding – Builds Strong Brands – Maximizes Budgets – Improves ROI – Provides a uniform company voice
managing the process Think Global… – Brand Management – Content Management – Printing & Logistics – Budget Control
thank you!
Questions and Discussion
Going Global CDS Publications and MDC Content Solutions Steve Brown and Sue Wenz
April 21-22, 2010 ď‚Ť San Antonio, TX