Discover the 5 mistakes to avoid when trying to launch your brand or product on the French market

2. DO NOT
USE POOR TRANSLATION
SERVICES…
OR EVEN NON AT ALL !!
Even if English is the international business language and you’ll find that the
generation of young professionals in France usually speak and understand English,
having your sales material and website in French is essential to a successful
marketing strategy, whether in B2B or B2C:
 Make sure your brand name translates into French. If not, work with a branding
agency to help “Frenchise” your name, or add an speaks-for-itself baseline.
 Duplicate your website in French, if not entirely, at least a couple of important
landing pages. Think about localising the pages in France for SEO purposes.
 If you are attending a trade-show, have all your sales documents in proper
French (not translated with online tools or a French major student).
Showing that you respect the language will take you a long way in
gaining credibility and a professional image.

3. DO NOT
COPY/PASTE YOUR
LOCAL MARKETING
STRATEGY
The French live by the same standards as other western countries, with consuming
habits very close to the British on many points. However, consumer trends can vary
on certain markets, and the way you’ll reach your clients has to be adapted.
 Determine what your product/service’s added value will be for French
consumers, in comparison with the existing offer from France. “Made in Britain”
can sometimes be appealing, but sometimes counter-productive.
 Understand the needs of the French consumers you are wishing to target and get
to know them : what they like to read, where they like to eat, what social media
they use, what influencers they follow, what advertisement appeals to them….
 Create and implement a marketing campaign (mainstream media or online or PR
or event) that is adapted to the results of your above mentioned research.
Taking the necessary time to study the needs and habits of your
potential clients will ensure a sucessfull launch strategy

4. DO NOT
GET BIASED BY
CULTURAL CLICHÉS
Reaching and convincing an international audience entails understanding regional
cultures, languages and behaviours. And on this aspect, Europeans definitely have
room for improvement. They have a very stereotyped vision of one another, and
surprisingly, a very limited knowledge of each other’s culture.
 How the French see the British: insular, conceited, monarchist, anti – European,
snob, independent, conservative, pragmatic.
 How the British see the French: chauvinistic, intransigent, cared for by the state,
no sense of humour.
Some things are true, some very much exaggerated. Being curious and
adventurous is a big step in understanding your foreign clients : go visit, taste local
specialties, speak with clients and distributors, learn a few words and expressions
in French…

5. DO NOT
NEGLECT FRENCH
BUSINESS ETIQUETTE
Though globalization tends to fade away cultural differences, some remain,
especially in business relations. French business has its own codes :
 Do not under-dress. Looking too casual will be perceived as non-serious and not
trustworthy.
 Present yourself professionally, stating your name and surname, as well as your
position. A bilingual business card is a plus.
 During a business meeting, do not press for immediate decision making. It
usually has to be countersigned “above”.
 Do no neglect lunch breaks… this cliché is a must. No need for an expensive
place, but anything is better than grabbing a sandwich.
 Keep your professional and personal life separate, even when doing small talk.
“When in Rome, do as the Romans do”. The same works in France.

6. DO NOT
UNDERESTIMATE
CUSTOMER SERVICE
When customers have a question or product issue, they expect a company's
customer service department to understand their request and resolve their issues as
fast as possible and in their language…. or they will turn to a competitor !
 Phone customer service : make sure you have someone on your team fluent in
French that is comfortable with phone conversations. At a French office hours !!!
 Online request : make sure you can write back and answer questions in French
without any spelling mistakes, that might make you look untrustworthy.
 For social network : your community manager has to speak French, but also think
like a local to be able to produce relevant and up do date content.
 Make sure your shipping partner is professional and that all costs
have been included in the original price.
Hire the right team for quality customer management in French.

7. DO
CONSIDER GETTING ADVICE
FROM A SPECIALIZED AGENCY
My French Communication Agency provides
foreign businesses with strategic advising and
services, helping them steer their international
communication projects towards success on the
French market.
www.my-french-communication-agency.com
jennifer@my-french-communication-agency.com
Crédit photo 123RF : Oleg Dudko, Petro Feketa, tylephotographs, damedeeso / Crédit photos fotolia : DOC RABE Media,