|
THIS MONTH:
"Too American"...?
download pdf (58 kb)
THE SOFTWARE
MARKETER'S TOOLKIT
Volume I,
Issue 3, June 2006
Dear Software Marketer,
This month I'd like to address an issue that my
fellow Americans will find useful. My European
readers, on the other hand, may knowingly nod
their heads. I don't want to offend anyone, but
I think it's important to be honest about
attitudes on both sides of the "pond" (the
Atlantic Ocean).
So, what is this issue?
It's being "too American".
This is a phrase often heard over here in Europe,
and it is almost always used in a derogatory or
disapproving way.
But what does it mean to be "too American"?
As with many cultural criticisms, it's difficult
to pinpoint, but as far as I can tell after
living and working in Europe for over ten years
it boils down to some or all of the following:
- Being brash, loud and flashy
- Being too commercial, the "hardsell"
- Being naïve and simplistic
- Being overly enthusiastic
Europeans generally like to think that they are
subtle and refined (and perhaps many are).
Americans, on the other hand, are seen as somewhat
wild (think cowboys) and unrefined. It's probably no
accident that "filet Americain" is a raw pureed beef
sandwich spread that is popular here in Europe.
(Incidentally, I also lived in Asia for 6 years and
can tell you that it's more or less the same over
there).
In promotional materials, being "too American"
usually means being overtly commercial and too
enthusiastic. Europeans tend to be a bit cynical, at
least compared to Americans, so an overly
enthusiastic or commercial message doesn't go over
well here. Actually, to some extent this is a
general trend worldwide as consumers become more
savvy and skeptical.
So, in your promotions in Europe, be sure to
avoid making bold or extravagant claims. They won't
be believed and will immediately cast doubt upon
your product and company. It's probably best to be
factual and fairly low-key.
The visuals in your promotions should also avoid
being "too American". Use more subdued colors and a
more polished look and feel. Consider hiring a
European designer. Toyota started designing their
cars in Europe a few years ago and it's contributed
to their huge success here.
If you want to get an idea of the differences in
design between Europe and the US, just compare
automobile designs and colors. You'll notice that
the shapes and lines are different. In the US, cars
tend to be "boxier" (and a lot bigger!) and brighter
colors are more accepted (most company cars in
Belgium, in contrast, are silver grey metallic). At
the same time, some Europeans may also have a more
daring approach to design. Take a look at the
designs of Fiat or Citroën, for example. These may
seem goofy to an American but cool to a European.
A word of caution: don't go to the opposite
extreme and forget your American roots altogether.
There are also many things that Europeans admire
about the US (even if at times only grudgingly).
Europeans admire the dynamism of the US economic
model, and a lot of younger Europeans actually dream
of studying or working in the States. Basically, the
US model where "anything is possible" holds much
appeal to ambitious and adventuresome Europeans.
Lastly, despite everything I've said, marketing
principles still override cultural differences. If
you've identified qualified leads who are crazy
about your product or service, or "things American",
then "being too American" could actually be a plus.
That's it for this issue of "The Software
Marketer's Cross-Cultural Toolkit". If you have any
questions, comments or an issue that you'd like to
see covered, please send me an email:
paul@paularinaga.com.
To your cross-cultural software success,
Paul Arinaga
|
