Date: 13 Apr 2016, 8:30 - 11:30
Host: Danfoss, Amaliegade 3, 1256 Copenhagen
Expert advice to help you conquer the complex US market
50 states, various cultures, complex marketing rules… No wonder it can be a challenge for Danish companies looking to grow their businesses in the US market.
Overcome the complexity
Participants joined us for an introduction to pitfalls – and opportunities – for Danish companies operating in or moving to the US.
Marketing professionals and others responsible for marketing their companies in the US. Marketers who would like to get inspired by smart, cost-efficient, no-nonsense approaches using digital.
This event was kindly hosted by Danfoss in Copenhagen.
DABF members received the presentations, but for a summary you can see the learnings here.
Registration and Coffee
Same Same but Different: Advice on entering the US Market
Sean Duffy, Founder, Duffy Agency
The US is so over represented in film and television that it is easy for Danish marketers to be lulled into a false sense of familiarity with the market. This often leads to oversights that can derail a company’s growth plans in the US. In this talk, Sean will touch upon a few of the most common mistakes Scandinavian companies make when entering the US and how to avoid them. His observations are based on over 20 years of helping Scandinavian companies market themselves in the US.
Building Awareness State-by-State
Steen Rasmussen, Senior Partner, IIH Nordic
One of the biggest marketing mistakes made in targeting the US, is tackling the country as one market. The USA is a ‘Union’ of ’States’ which also means that each state has it’s own unique cultural and economic characteristics. Steen Rasmussen will reveal how digital analytics and contextual data can be used to enable brand marketers to take the state by state analysis approach for developing more effective marketing and communication strategies. See Steen’s bio here.
Coffee and networking
Legal Pitfalls to Avoid when doing Digital Marketing in the US
Barry Jennings, Senior Associate, Bird&Bird
Bird & Bird is an international law firm with a world-wide reputation for legal advice within the Digital and IT sector, and 28 offices in 20 countries. Barry is a senior associate rated as a “rising star” for Computer and IT Law by Thomson Reuters’ SuperLawyers.
Danfoss Case: How to succeed in the US with Digital for B2B
Thomas Kolster, Head of Digital Marketing, Danfoss
Hear about the differences and similarities between US and Danish buyers, and what you should be aware of when competing on the US market against US competitors. Thomas leads the digital marketing efforts in the Danfoss Cooling segment, optimizing digital presence in collaboration with local sales companies, marketing communication organizations, IT and other stakeholders. The optimization includes implementation of touchpoint strategies and platform architecture (including WCMS and marketing automation) to ensure the best possible user experience across channels.
Q&A and wrap-up