Reaching Global Customers: Not Business As Usual

With modern communication technology plus the speed and unlimited reach of the internet, it’s easier than ever for small businesses to enter and compete in the global market. However, reaching potential customers in other countries with vastly different cultures presents a whole new set of communication challenges beyond technology concerns.
While your business might do just fine thinking of the customers in the in your 10 block radius, or in your zip code, developing a global communication strategy to is critical. This global communication strategy, could in fact, be used to communicate outside of your national borders or to communicate with people of other nationalities in your own neighborhood.
The Business Development Institute is holding a conference with speakers and case studies focused on success stories and challenges of communicating and building your brand in global markets:
Global Communications: Connecting Across Borders and Understanding Cultural Differences

Date: Tuesday, May 13, 2008
Time: 8:30 a.m. – 6:00 p.m.
Place: The Graduate Center/CUNY: 365 Fifth Avenue; New York, NY 10016
Registration Fee: $395
Use promo code SBT to receive a discounted rate of $345.
It has been reported that a substantial number of U.S. based multinational companies’ primary source of growth and profits are linked to global markets. New generations of consumers are growing at a rapid pace in China, India and many other emerging markets. However, it’s not business as usual when communicating, connecting and branding on world-wide basis. During this full day conference, we will examine case studies from leading multinational companies who will share their lessons learned from a communications and branding perspective. 350 communications and marketing professionals from both the corporate and agency communities are expected to attend the conference.
Case Studies:
Hewlett-Packard Communicates with Southeast Asia
Ryan Donovan, Director Media Relations, Hewlett-Packard Company
Xerox’s Global Rebranding Campaign
Michael Moeller, Director, Corporate Public Relations
HSBC’s Global Corporate Social Responsibility Program
Linda Recupero, EVP, Public Affairs, HSBC
Marlene Machut, Director of Health and Nutrition, Mars
Saswato Das, Global Media Relations, Global Communications, SAP AG
Additional Speakers include thought leaders from PR Newswire, Benbow International PR, High Context Consulting LLC, XPLANE, Burson-Marsteller, MON REVE Cultural Diversity, Felician College, rEvolution, Lifestyle International Productions, Snow Media, GTK Marketing Group, Global Media Relations
Topics covered:
– Understanding the communications landscape in China, Europe and emerging markets
– Lessons learned about understanding culturual differences when executing global communications campaigns
– Building community and collaboration with global customers
– Strategies for connecting with global media
– Global communications career trends
Sponsors: PR Newswire, LinkedIn, D S Simon Productions Inc.,, Hispanic Trending, LatinVision, NY:MIEG, New York University, PR News,