in
this issue
How
Do You Judge a Winner?
In Japan the marketers look to
past European and American sales information about a
product in order to determine their willingness to test
in their country. If there is a green light the tape
will be dubbed into Japanese (or super imposed
text)-this requires a translation and adjusting the
running time of the commercial.
Croatian marketers do not weigh the current success
or failure of a product in the European or American
market as heavily as the Japanese. Rather they look for
particular product categories that have sold
successfully in Croatia. In most cases they will use the
American made commercial and will make appropriate
language adjustments, plus customize the ordering
screens.
Global Source Marketing's Japanese partner named a
product called "Stainerator" as the best American made
commercial they have ever worked with. This product was
introduced to the domestic market in 1986, and is still
selling overseas today. Parts of the US infomercial were
adapted for Japanese home shopping television
presentations. Fitness Product commercials are the
Croatian preferred choice of American made commercials.
The look, feel, and selling power of these commercials
drive Croatian interest in this category.
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out more....
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| Dear
Reader,
How does it work in these two countries? This
article gives you an eye into what makes DRTV, and
eventually numerous other avenues of distribution
possible. We are going to focus on the preliminary
steps in marketing on foreign soil-namely DRTV.
Further issues will explore the additional ways
overseas marketers will sell and distribute your
products-such as print, radio, magazines,
newspapers, direct mail, and eventually retail.
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In-Country Media And How it Works
 Croatia is dominated by
State owned broadcast television. There is only
one station that is not owned by the government,
so this severely limits commercial available media
time. There are no cable stations at all. Croatian
TV does accommodate 30 minute length commercials,
however they also can air 15 and 10 minute lengths
as well. Commercial time is only available from
11:00pm to 3:00am each day.
Global's Croatian partner does not buy
television time outside of the country. They
determine how much to spend on the media test
according to the product category-the more popular
a category (such as fitness) the more the marketer
will risk in media dollars to determine success.
If a commercial proves to be successful on one
station, then the Croatian marketer will test two
additional stations to prove consistent sales
power of the product.
Global Source Marketing's Japanese partners
work with a television broadcasting company such
as FUJI-TV. They will have that company create
their own program or use the translated American
version, and run the media test at their own
expense. Another option is to bundle several
products together and showcase them on Japanese
home shopping. This can lead to selling a large
broadcasting company such as FUJI-TV (national
Japanese distribution through DRTV) to air your
product on their stations-if it sells well in home
shopping first.
Last Week's Newsletter
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Testing Media Details
 The Japanese have
numerous running times available for TV, so all
American running times are workable in that
country (30 minutes, 2 minutes, 60 seconds, etc.).
Global Source Marketing's Japanese partner doesn't
purchase media time outside Japan at the present
time, however within Japan media is plentiful (TV,
radio and catalogues). Primetime is not affordable
for DRTV type of products, so most products are
offered in "nighttime" hours-after 10:00pm..
Since the Japanese distributor for DR products
utilizes media companies in a partnership
arrangement-the amount of media risk dollars,
criteria to determine success of an offer, and
additional media testing are completely driven by
each company or broadcasting network. The Japanese
media organizations do not offer specific
information on how they determine what is a
successful test, or the steps they take in
additional testing.
Next week-Rolling out a
Successful Show in Japan and Croatia »
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