by Ceci Loup, VOLLMER Houston
Does cooler weather + the changing of leaves + Halloween = Fall?
Growing up along the sandy Caribbean coast of South America, there were no seasons. What’s more, the idea of a ghostly Halloween holiday or la Noche de las Brujas was not customary. So one can imagine how delighted my little brother and I were once we moved to the United States and learned the intricacies of this new holiday. One was supposed to dress up in costume, go around the neighborhood and collect as much candy as possible.
Naturally, our peers often asked about how Halloween was celebrated in our country, and they alluded to the fact that we probably called it el Dia de los Muertos (Day of the Dead).
Huh?
A bit confused at first, we’d explain that these are two separate holidays – the former pagan and the latter one religious. They are held on different days and are also celebrated differently throughout all Spanish speaking countries and territories across the Americas. We did not really observe either one of them in our upbringing. It was a rather entertaining cultural exchange for our young minds. Little did I know then that it would shed light on approaching business opportunities in my adult life.
Crossing the Border
To cross cultural barriers, today's PR professionals should strive to develop cultural competency to complement their technical skills. Cultural competency means understanding local cultures and appreciating their importance.
For instance, let us say a large company has plans to launch a product line in Dubai, Mexico and Argentina. As the company develops its strategy, it should learn all it can about each separate market. This includes what makes consumers tick, its media landscape and any other relevant cultural piece of information available.
The differences will be very obvious for Dubai vs. the American countries. Although Spanish is spoken in both Argentina and Mexico, it is important to remember that one size does not fit all. Changes in dialect and culture among countries of the same language can significantly impact the focus and meaning of the campaign. So do not assume anything.
Here are some simple tips to remember as you are planning your targeted global campaigns:
Does cooler weather + the changing of leaves + Halloween = Fall?
Growing up along the sandy Caribbean coast of South America, there were no seasons. What’s more, the idea of a ghostly Halloween holiday or la Noche de las Brujas was not customary. So one can imagine how delighted my little brother and I were once we moved to the United States and learned the intricacies of this new holiday. One was supposed to dress up in costume, go around the neighborhood and collect as much candy as possible.
Naturally, our peers often asked about how Halloween was celebrated in our country, and they alluded to the fact that we probably called it el Dia de los Muertos (Day of the Dead).
Huh?
A bit confused at first, we’d explain that these are two separate holidays – the former pagan and the latter one religious. They are held on different days and are also celebrated differently throughout all Spanish speaking countries and territories across the Americas. We did not really observe either one of them in our upbringing. It was a rather entertaining cultural exchange for our young minds. Little did I know then that it would shed light on approaching business opportunities in my adult life.
Crossing the Border
To cross cultural barriers, today's PR professionals should strive to develop cultural competency to complement their technical skills. Cultural competency means understanding local cultures and appreciating their importance.
For instance, let us say a large company has plans to launch a product line in Dubai, Mexico and Argentina. As the company develops its strategy, it should learn all it can about each separate market. This includes what makes consumers tick, its media landscape and any other relevant cultural piece of information available.
The differences will be very obvious for Dubai vs. the American countries. Although Spanish is spoken in both Argentina and Mexico, it is important to remember that one size does not fit all. Changes in dialect and culture among countries of the same language can significantly impact the focus and meaning of the campaign. So do not assume anything.
Here are some simple tips to remember as you are planning your targeted global campaigns:
- Remember your mother’s words and “be polite”
- Value the differences in languages, accents and dialects
- When entering unchartered territory, learn as much as you can from people of that ethnic group
- Make sure that any materials developed are culturally sensitive
Entering New Markets
Those who have dealt in international relations know that it can be both an exciting and intimidating experience. The secret to making them work: BUILDING RELATIONSHIPS. Keep those contacts warm! A sincere e-mail or a phone call from time to time goes a long way.
Finally, another great way to succeed in international relations is by employing knowledgeable team members who are multi-lingual and already familiar with a particular market. It will make relationship building more effective for the company, thus yielding higher long-term returns on investment.
Ceci, a native Venezuelan, has a focus on and a passion for international relations.
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