As you work to set up your U.S. subsidiary, don’t forget to take a look at your marketing materials and ensure they will engage your potential customers. It can be easy to forget how essential appropriate brochures and other collateral can be for your U.S. market entry success.
If you intend to use information that already exists from the parent company, one very important detail to ask yourself is whether the documents use American units of measurement, or the metric system. If it is the latter, you will want to make some changes.
While it is not an issue to include metric measurements in your literature, they must accompany American measurements. This is mainly for two reasons:
- Americans are not adept enough (in general) at using the metric system to have a solid concept of the amount or quantity that you are offering in your brochures.
- Having exclusively metric measurements will signal to the customer that your company is foreign. This fact could scare away potential American customers who are wary of doing business with a foreign entity.
Everything about what you present to the world from your U.S. entity must come across as American – including use of proper American English, and measurements. This includes your American website, social media, and all product literature.