Rodale Press A Market-by-Market Approach Helped This Publisher
Although packages may be tweaked to accommodate foreign postal regulations or advertising standards, the publisher tries to keep the overseas adaptation as true to the U.S. control as possible. The lion's share of changes are within the pages of its product. "The Doctors Book of Home Remedies" is translated into the local language of each market with painstaking detail. This includes omitting colloquialisms and replacing references to U.S. health organizations with a country's equivalent association.
While Rodale's response rates are slightly higher internationally, so too are its marketing costs. One way to boost response and possibly offset additional operating costs is to offer payment in the local currency.
Rodale accepts payment in the local currency by check, credit card or bank/postal transfer, depending on the customer's preference. It uses a standard billed offer worldwide, but the number of installments and method of payment changes by country. For example, customers in the United Kingdom and France can pay in three installments by check. Germany is a different story. Here the population is accustomed to paying by bank or postal transfer (often called a giro). As this requires a trip to the bank or local postal office, payment is accepted in one installment only.
"Each market is distinctly different," says Gavett, referring to the difference in payment preference. "We are constantly testing price point and payment options, but to deter resistance based on the offer, we use the preferred method in each market for the test."
Go Global; Think Local
"If you are serious about a country, you need to be in it," says Gavett, explaining that each country operation is run locally. All international staff are located in Europe, with two staff members in Germany and one in France. It also houses a team in its London office.