“Build a better mousetrap and the world will beat a path to your door.”
Ralph Waldo Emerson
“Build a better mousetrap and the world won’t beat a path to your door.”
Ralph Waldo Emerson was a great 19th century American poet and essayist, but when it comes to 21st century business, Mr. Emerson’s traps just don’t snap.
Today, building that better mousetrap is only half the battle: Once the better trap is built, its builder must beat a path to prospective buyers’ doors and tell them about the product.
More often than not in this age of globalization, that telling is called marketing communications and is done in American English.
Thousands of companies around the world make great products. And they’ve developed talented marketing communications and product management teams that know their products backward and forward, have an outstanding grasp of target markets, are skilled in gathering all the necessary elements for attractive, sales oriented marcom materials and possess the technical know-how to get the word out about their products.
But too many falter in the execution. Their English is great for chatting and briefing, but even skilled writers in their native language have trouble in the final steps of turning out professional, well-written brochures, ads and promotional materials. Some try to make it without help, resulting in great products represented by materials full of jumbled syntax, misspellings and grammatical errors. Others stretch their budgets to hire local expatriates who may be native English speakers, but are less than skilled writers.
Having seen this situation in Taiwan, Thailand and even Japan and Europe, ICI devised a new business model to meet the marketing communications needs of emerging companies.
ICI ‘remote’ marcom services
Now even the smallest company can sell its products with marketing communications materials developed, proofed and reviewed by published native English speaking professional promotional writers without excessive wait time involved in most free-lance arrangements or the expense of hiring a full-time employee.
Providing a wide range of services by electronic communication, this service is especially popular with Asian clients: Marcom staff or project managers transmit assignments to ICI in the evening Asian time. Most often, assignments are completed by time the client arrives for work the following morning. With allowances for time differences, the system works equally well for European clients.
Brochures, sales guides, press releases, web site content, point of sale materials, customer newsletters, internal communications materials and advertising copy development and review are the most common projects, but many clients regularly ask us to review business correspondence, proposals and even agreements for syntax, sense and logic.
ICI ‘remote’ marcom services are based on a single, affordable monthly fee, encouraging the client’s team to use ICI quality control in all their assignments.