I teach Research Methods, Cultural Diversity, and other courses at the
graduate level -- as well as business communications, public relations,
marketing, and related courses at the undergraduate level. Most of my
students are from India. I have also conducted a program on intercultural
exchange for our very diverse faculty here at Stratford University.
My students have persuaded me that cultural considerations are paramount:
The most-supportive segment of the market (potentially) for arts and
artists' work from India will consist of those already familiar with such
and who have a preference for it. The secondary market seems to be those who
have lived in India or traveled extensively there. The tertiary market
appears to be those who have a particular interest in "exotic" forms of the
arts, in general.
Logic, in this case, seems to indicate that the best approach would be to
"sell" first to citizens of India, use that capital to branch into the
secondary market internationally (don't overlook United Kingdom), and then
"sweep up" the remaining prospects as time and funds allow. There is also
the traditional, perceived value of developing referrals from key customers
in the primary market. In addition, a tangential -- and perhaps direct OR
indirect market -- would be the local, regional, national, and international
organizations that support the arts (such as museums, theaters, galleries,
and the like).
Hope this is helpful.
Adjunct Professor -- Stratford University
President -- Rapport Communications
Senior Partner -- International Communications Collaborative
Sent: Wednesday, June 18, 2008 11:58 AM
Subject: [prbytes] India PR vs. U.S.PR?
I am trying to convince an Indian prospect based in the U.S. as to
reasons why not to put all of his eggs in one basket with a U.S. firm
(with some Indian principals) who has a presence in India to market
his new web site that allows people to post their videos of talent
(art, singing, acting etc.)
I believe the markets are distinct. Once he gets users, they will
hope to be discovered by agents, scouts, casting teams, producers,
record labels etc. or word will get out they are just wasting their
time. The U.S. entertainment market is different than India and PR
techniques different as well.
1. What reasons would you offer him to consider:
a) not taking the "plug and play" approach (his comfort level with
b) separating the approach and marketing for both markets (which
would allow me to work with his NY firm and coordinate synergies
2. What differences do you know of in the markets?