PROBLEM OVERVIEW
A large Mexico based company had trouble entering the US market. Despite tremendous success in Latin America and the Caribbean, the North American market remained elusive to them. For 3 years, the company tried unsuccessfully to gain share. Various marketing efforts were introduced but were ineffective, special offers and promotions were administered though yielded no results. Thousands of dollars were spent on collateral, advertising, PR and mail, to no avail.
THE DCG DIFFERENCE
3 days after our initial consultation, we entered into our engagement for 6 months. Our objective was to evaluate everything this company was doing by way of appealing its brand to the US market and plot the best course of action henceforth. We determined that the collateral they were using, the layout on their brochures, their website, flow of text all needed to be realigned if we were going to grab the attention of the scrupulous US consumer. We recreated the entire brand image, re‐wrote their text and designed a fresh logo readily recognized by a United States customer base. Through our customer surveys we realized that if a prospective buyer was interested in the product, they were not received as expected by the company representatives when they called in or emailed for more information. As such, we recognized that the company culture was perfectly suited for a Latin American company or Caribbean company, but needed a US makeover before their product could be delivered to the market. We proceeded with training all 1,100 of the company’s employees from the executive corps to the hourly laborer in US business culture, customer service, follow up and creating effective and enduring marketing campaigns.
THE RESULTS
The company landed a multi‐million dollar contract shortly after we introduced our programs and modified their brand. DCG cultural awareness programs have been implemented to take the place of a previously homogeneous customer attraction and retention system. In fact, a department was specifically created by DCG for cultural training in order to better prepare the company for expansion efforts into previously uncharted markets. As a result, locations have been opened across the US and in countries outside of the Americas. They continue to do well in down economies as we have designed a diversified portfolio around a global market position.
