Most Asian high tech companies don’t expand overseas until they already have an established product, a receptive local market, and a team of experts. This is natural. But it means that when you approach the US market, you are already set in your ways. You already know what sells. You know your company’s story.
Oh, no you don’t.
You’re lacking three things:
1. Your American story; one that resonates with US consumers and tells
WHY you are important to Americans.
2. Knowledge of who tracks your specific industry and what media outlets and publications are important.
3. How to tell your story.
Your American Story
Your story is important. America is built on the future, not the past. Do you have unique technology, plenty of money, an experienced team of experts? Do you expect that means US reporters will pay attention to you? Actually, that scenario is very common and does not stand out. You need to connect the dots for reporters. Here’s why I built this. Here’s why it’s important. Here’s why it’s better than the competitors. And, most importantly, here’s why you should cover it.
Even if it took you three years to develop your product and it solves lots of internal issues, does anyone outside of your company care?
If not, don’t be surprised when you get no coverage and have trouble getting Americans to try your product.
Knowledge of Who Tracks You
You need American customers, but what you need first is someone to know and like you. Someone who is well-known. You want a trusted American source that speaks in colloquial, normal American English to recommend your product. This means public relations and talking to the media. This means quick, timely discussions that present your product for someone to use, compare with competitors, and summarily state their opinion on.
This is not advertising. Don’t confuse public relations and advertising. Advertising allows you to say exactly what you want to say, but it is not a trusted source. It is paid for. It is obviously crafted by your company. Your positive message is expected. It can still have an impact, certainly, but for early market entry, it’s at a high cost. But if you can get a third-party (an influencer, a reporter, a blogger) to say good things about your product, their reach is much more powerful. This is an independent point of view.
American consumers depend on this type of information to make decisions.
How to Tell Your Story
How you tell your story is the nuts and bolts of your public relations efforts. This is what PR firms do. In general, you probably need to identify 3-5 influencers and start reading what they have to say. Find out what they’re interested in. Do you and your product fit? The better you understand them and their interests, the better chance you will have of catching their attention and getting positive coverage. Then, prepare your story. Remember, reporters and bloggers are inundated by requests to be covered, and have notoriously tight deadlines. Your story needs to quickly communicate why what you do is important and why they should care. Approximately 3-4 days before you are releasing the news, initiate contact. Strangely, contacting them too early is almost as bad as contacting them too late. Closer deadlines than yours will push your story to the side, and they’ll never get back to it. Do give them some time to think, research, and ask questions. They may want to talk to you on the phone. For those with worries about English, requesting email questions is possible, though you will miss some media opportunities because that takes more time and effort for the reporter.
Asian companies can – and do – succeed in the US market. But many fail. Be willing to build your American story, pay attention to who covers your industry, and reach out. Do that and you will do well when entering the US market. Good luck!
3 Comments
Very interesting blog. On the flip side, here’s a recent article that looks at U.S. tech companies trying — mostly unsuccessfully — to enter Asian markets. Seems the American companies have a somewhat similar disadvantage: “…Asian tech companies are entrenched, smart, and understand their markets better.”
Read more: http://read.bi/gzwM3i
Good post Jesse.
I’d add that these companies should hop on the social media bandwagon – rather, freight train. They may not participate, but it’s a huge driver to learn what’s being said about their industry, who’s saying it and how to differentiate their product or brand from the rest of the “noise.”
I’d also specify “well known.” If I’m not in PR, my first thought goes to Britney Spears (I mean…Rolling Stones) – they well known. But, we’re talking about industry influencers: key media, analysts, self-made social media influencers, LinkedIn groups, etc. And, network network network. SF has dozens and dozens of events for any niche industry. If they’re new to a city, let alone a country, they need to get there and see what’s going on.
Steve,
Thanks a ton for the comments. Couldn’t agree more. Social media — which probably mainly means Twitter and Facebook accounts — is indeed a great way for Asian companies to start to participate in media conversations in the US market. I have several Japanese companies that have heavily leveraged Twitter as a very “lightweight” way to produce content, find information, and reach out to reporters without large time commitments. The tipping point is when they realize there are two constituents on Twitter: potential customers, sure. But also media and influencers. Twitter’s a very direct way to connect with media in some cases.
And, to your point on “well-known.” Yes, I was definitely intending that to mean “well-known within the industry.” I promise not to tell anyone that you apparently like Britney Spears.
Thanks for your input!
Jesse
Jesse Casman
San Francisco, CA