The Power of ‘Glocal’ Agility in Changing Times

Globalization is an undeniable reality. But that hasn’t made the challenge of doing business any less local. After all, things are changing fast everywhere, from the global marketplace to your local customers’ unique needs. To succeed in this environment, your strategy and your communications must be agile on a “glocal” scale—both global and local.

A consistent global brand remains vital. But today, it must also be adaptable to different regions and changing realities. Some quick examples:

• In India, good quality and on-time delivery are still differentiating.
  But in North America they're just the ante.
• China was the front runner over the last decade. But the emphasis in
  many industries has shifted to India and now Latin America and Africa, as well.
• Change on the home front is no less rapid. How are your customers’
  situations evolving in Miami? Minneapolis? San Antonio?

Partners in Places You Can’t Be

To seek new opportunities in this tough market, your company may be reaching out farther than ever. Wherever your business takes you, how will you stay current with the changing culture and needs of local customers?

The most efficient, effective way is through strong partnerships with experts immersed in local markets.   

For example, Scheibel Halaska’s strategic partners give us immediate access to local cultural knowledge and communications expertise virtually everywhere—across North America, Europe, the Middle East, Asia and Latin America. We’ve formed these relationships through deep involvement with IPREX, one of the world’s fastest growing networks of independent public relations agencies.

While we turn to IPREX partners in many locales, we still hold the responsibility for your global strategies, messages and brand. So whether you’re testing the waters in Beijing, Dubai, Sao Paolo or Cincinnati, Scheibel Halaska can help you share a consistent, relevant message that supports your goals.

Trying to break through in new places or markets? Contact Scheibel Halaska today to discuss how we can help.

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Are You Relevant to Your Customers? And If So, Do They Know It?

The world of your customers has changed. Have your communications changed, too? It’s time for a quick review of whether you’re relevant—and whether your customers recognize it.

Among the questions you should be asking yourself:

• Do customers understand the real value of doing business with you?
• Are your messages relevant to your customers and the challenges they face today?
• Are you targeting the industries and markets that are most in need of what you do best?
• Are you speaking to customers in places where they’ll listen to you?

You probably don’t know all the answers to these questions, so some market research may be in order. Qualitative, in-person interviews, corroborated by quantitative surveys, can give you a much clearer picture of your customers’ perspectives (and those of their customers, too).

Based on the findings, you can adjust your key messages and communications plans as necessary, incorporating:

• The right issues
• The right keywords
• The right venues

It’s about more than keeping your competitive edge. It’s about exploiting that edge—in the ways that are most relevant to your customers… and in the places they’re most likely to receive the message.

Checking out the Competition: 5 Steps to See How You Stack Up.

Much has changed for your business in the last couple of years. The same is true for your competitors. Many are launching compelling offers and trying new approaches. So how do you compare? Let’s take a look.

1. Identify your top three competitors.
2. Analyze their websites. Review the images, messages and organization of the sites. Are they answering customers’ key concerns as you understand them? Is it relevant and up to date?
3. Review their media presence. A quick search as well as ongoing Google Alerts can give you a pretty good idea where your competitors show up. What are the recurring themes, if there are any, in their releases and coverage? Are they appearing as experts on topics customers care about? Is there an opening for you?
4. Observe them at tradeshows, conferences and other engagements. How are they building their reputations? Are their efforts inviting, interesting and compelling? Or do their communications come off more like an array of marketing claims without a cohesive, grounded brand message?
5. See what they’re up to in social media. Monitor your competitors’ activity and contacts. Listen in to what their customers are seeking and saying.

One last caveat: This exercise is not about keeping up with the Jones Corp. It’s about figuring out where your opportunities lie—about what problems you can solve that others can’t or don’t.

Get started, and find a way to break through today. If you’d like some help with a detailed competitive analysis, don’t hesitate to contact us.

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Client Spotlight

SH Adds Senior Art Director and PR Account Executive

We’re proud to introduce proven professionals Yoav Meiri and Matthew Mente.

Yoav brings over 10 years of experience in graphic design, art direction, video/animation and web design. Matt offers a strong record of securing strategic PR placements for clients in local and national media.
 
They’ve both quickly become key components of our efforts to accelerate clients’ success. Please join us in welcoming them to the SH team.

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