1. Coming to America 2014
Monday, 10th February 2014
SDI Apex House, Edinburgh

2. Coming to America 2014
Carl Gardiner
SDI
Welcome

3. Coming to America 2014
Time
Item
Speaker / Presenter
12:40
–
12:55
Select USA
Highlighting the US government’s initiatives,
investment programmes and services
John Breidenstine, US
Embassy
12:55
–
13:25
Immigration
All you need to know about immigration to the US
Paul Samartin, Laura
Devine Solicitors
13:25
–
14:10
Cultural differences from a marketing perspective
Business case; underlying values; How to market
to Americans; assessing the impact of culture; top
tips for brand localization
Allyson Stewart-Allen,
International Marketing
Partners
14:10
End of group sessions
End of workshop for morning 1:1 sessions attendees
Break for attendees of the afternoon 1:1 sessions

4. Coming to America 2014
SelectUSA
By John Breidenstine,
US Embassy, London

5. America is open for business!
Coming to America Series 2014
February 10-12, 2014
Edinburgh and Glasgow, Scotland
John D. Breidenstine
Minister Counselor for Commercial Affairs, U.S. Embassy London
SelectUSA | U.S. Department of Commerce
© International Trade Administration 2013
SelectUSA.gov

6. U.S. Open Investment Policy
“The United States reaffirms our open investment policy, a commitment
to treat all investors in a fair and equitable manner under the law.”
-
Statement by the President Obama, June 20, 2011
Policy upheld by administrations throughout U.S. history
Core obligation in bilateral investment treaties (BITs)
Investors and investments ensured to receive treatment no less
favorable than the U.S. affords to its own investors and
investments
© International Trade Administration 2013
www.SelectUSA.gov

7. Global FDI Trends
#1
AT Kearney’s 2013 FDI Confidence Index
China: #2
Germany: #7
UK: #8
Ranking: FDI Confidence Index
1
China
3
Brazil
4
Canada
5
India
Australia
7
Germany
World Bank’s Ease of Doing Business 2012
Ranking
8
United Kingdom
9
Mexico
Singapore: #1
#4
2
6
#1
United States
10
Singapore
IESE Business School’s 2011 Venture Capital
and Private Equity Index
Canada: #2
UK: #3
Germany: #7
Hong Kong SAR: #2 New Zealand: #3
Source: AT Kearney
#7
World Economic Forum’s 2012-2013 Global Competitiveness rankings
UK: #8
France: #21
© International Trade Administration 2012
Germany: #6
SelectUSA.gov

8. Global FDI Trends
$3,500,000
$3,000,000
$3.9 Trillion
In USD Millions
$4,000,000
The United States remains
the largest recipient of FDI
in the world.
$2,500,000
$2,000,000
$1,500,000
$1,000,000
$500,000
$0
20 largest country recipients by FDI stock in 2012; Currency displayed at current market value.
Source: UN Conference on Trade and Development

9. U.S. FDI Trends
Top 15 FDI Stock Positions, 2012
10% | $261.1b
21% | $564.7b
10% | $272.3b
8% | $221.7b
2% | 41.4b
1% | 30.8b
1% | $29.2b
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Largest Country Sources of FDI in the
United States by 2012 Stock Position
% of Total Stock
Market
($2.7 trillion) Million USD
564,714
United Kingdom
21.30%
309,383
Japan
11.67%
272,262
Germany
10.27%
261,133
Canada
9.85%
221,724
France
8.36%
130,075
Netherlands
4.91%
127,674
Ireland
4.82%
126,007
Switzerland
4.75%
51,894
Spain
1.96%
51,051
Australia
1.93%
47,728
Belgium
1.8%
41,449
Sweden
1.56%
33,194
Italy
1.25%
30,814
Norway
1.16%
29,175
Mexico
1.10%
5% | $130.1b
5% | $127.7b
5% | $126b
2% | $47.7b
2% | $51.9b
1%| $33.2b
12% | $309.4b
2%|$51.1b
Source: Department of Commerce, Bureau of Economic Analysis – FDI Position by Ultimate Beneficiary Owner
© International Trade Administration 2013

10. U.S. FDI Trends
Top 15 FDI Growth Markets, 2012
31.2% | $30.8b
15.5% | $41.4b
15% | $10.7b
25.8% | $127.7b
63.5% | $193m
14.7% | $126b
15.8% | $1.8b
20.8% | $234m
15.5% | $4.9b
Fastest Growing Sources of FDI in the United States, by
Compound Annual Growth Rate (CAGR) 2008-2012
2012 Stock
Rank
Market
CAGR
million USD
1 China
70.82%
10,465
2 Hungary
63.51%
193
3 Indonesia
38.05%
425
4 Norway
31.20%
30,814
5 Malaysia
26.37%
1,711
6 Ireland
25.75%
127,674
7 Uruguay
20.77%
234
8 India
17.80%
8,995
9 Colombia
15.82%
1,837
10 Sweden
15.51%
41,449
11 Venezuela
15.48%
4,934
12 Denmark
15.06%
10,709
13 Kuwait
14.96%
2,393
14 Korea
14.86%
24,270
15 Switzerland
14.69%
126,007
14.9% | $24.3b
70.8% | $10.5b
15% | $2.4b
17.8%| $9b
38.1%| $425m
26.4%| $1.7b
Note: Figures denote 5 year compound annual growth rate (2008-2012) of the stock FDI position and the total stock of FDI in the United States
Source: Department of Commerce, Bureau of Economic Analysis – FDI by Ultimate Beneficiary Owner
© International Trade Administration 2013

11. U.S. FDI Trends - Europe
The Stock of FDI from Europe to the United States was $1.7 trillion in 2012
600,000
US$ Millions
500,000
400,000
300,000
Manufacturing
Wholesale trade
Retail trade
Information
Depository institutions
Finance (except depository institutions) and insurance
Real estate and rental and leasing
Professional, scientific, and technical services
Other industries
Non-disclosed
200,000
100,000
0
Source: Department of Commerce, Bureau of Economic Analysis
© International Trade Administration 2013

12. SelectUSA Summit 2013
“There is no better place in the world to do business than the
United States of America.” - President Barack Obama
© International Trade Administration 2014
SelectUSA.gov

13. FDI Benefits the U.S. Economy
#1
20.5% of U.S. Exports
~6 million U.S. jobs
The United States is the largest recipient of foreign direct
investment in the world.
In 2011, U.S. subsidiaries of foreign-owned firms accounted
for 20.5 percent of all U.S. goods exports.
In 2011, subsidiaries employed 5.6 million U.S. workers.
Average annual wage
$77,600
In 2011, subsidiaries contributed $437.8 billion in wages to
U.S. employees
R&D Investments
In 2011, subsidiaries invested $45.2 billion in research and
development in the United States
Investments in
Fixed Assets
In 2011, subsidiaries owned $1.6 trillion in gross property,
plant, and equipment (PP&E). They invested more than
$177 billion in PP&E improvements in one year, alone.
Sources: Bureau of Economic Analysis; UN Conference on Trade & Development
© International Trade Administration 2012

14. About SelectUSA
Housed in the U.S. Department of Commerce, SelectUSA’s mission is to promote
and facilitate business investment in the United States. It is housed in the U.S.
Department of Commerce and represented by the Commercial Service at U.S.
Embassies and Consulates around the World.
SelectUSA is geographically neutral and represents the entire United States. It
uphold the U.S. open investment policy and performs uniquely federal functions.
Our Clients:
Companies (investors)
U.S. States and Regions
SelectUSA Report: Foreign Direct Investment
in the United States: Released on December 31, the report
studies FDI in the United States by geography, industry,
and economic impact.
http://selectusa.commerce.gov/fdi-report
© International Trade Administration 2014
SelectUSA.gov

15. About SelectUSA
•
Mission: Facilitate business investment in the United States in order to
support job creation, spur economic growth, and promote American
competitiveness.
•
Established through executive order in 2011. Primary U.S. governmentwide initiative to promote and facilitate business investment in the United
States
•
Housed in the International Trade Administration at the U.S. Department of
Commerce - leverages staff in 72 markets around the world
•
Geographically neutral in the United States
•
Clients: Firms and U.S. Economic Development Organizations (EDOs)
15

16. SelectUSA Services for Firms:
Information & Counseling
SelectUSA provides actionable information and counseling to investors
to help them…
•
•
•
•
•
•
Incorporate a business in the U.S.
Understand basic U.S. tax and legal concepts
Navigate federal rules or regulations
Learn about incentives available to businesses in the U.S.
Apply for a business-related visa
Connect with U.S. state, city, or regional economic development offices to
learn about investment opportunities
16

17. SelectUSA Services for Firms:
Ombudsman Assistance
SelectUSA works across the federal government on a case-by-case
basis to:
• Address foreign investor concerns and issues
• Connect with a federal agency/ office to seek insight into a
specific case
• Offer to facilitate direct communication between the relevant
federal agency and the client, as appropriate
• Identify federal regulations or processes to U.S. policy makers,
that may negatively impact the U.S. business climate
Investor inquiries with SelectUSA are treated as businessconfidential, and the Ombudsman function is conducted by
SelectUSA headquarters.
17

18. SelectUSA Services for U.S. States and Regions:
Advocacy Assistance
SelectUSA can, when appropriate, promote the U.S. business climate to a potential
investor in an ongoing project that:
• May be at risk,
• May face international competition, and
• When a federal-level engagement can convey the appropriate support
Senior leadership in USG, DOC, or ITA will be asked to engage to help advocate for the
investment being made in the United States. SelectUSA coordinates with the FCS post.
Advocacy Assistance may only be requested by U.S. Economic Development
Organizations. The United States will advocate to the firm on behalf of the entire nation.
Advocacy requests are treated as business-confidential, and the Advocacy function is
conducted by SelectUSA headquarters.
18

19. FOR STARTUPS
© International Trade Administration 2012
SelectUSA.gov

20. Thank You!
John D. Breidenstine
Minister Counselor for Commercial Affairs
U.S. Commercial Service
U.S. Embassy London
Tel: +44-20-7894-0419
Email: john.breidenstine@trade.gov
.gov
© International Trade Administration 2012
SelectUSA.gov

21. FDI in the United States
by Industry, 2012
FDI Position in Manufacturing, 2012:
898.9 billion USD
FDI Position in Other Industries, 2012:
562.8 billion USD
FDI Position in Services, 2012:
721.1 billion USD
1%
Food
4% 4%
5%
32%
7%
10%
12%
15%
Electrical equipment,
appliances, and components
Primary and fabricated metals
27%
7%
Agriculture, forestry, fishing, and
hunting
Mining
14%
Depository institutions
(banking)
24%
Utilities
Finance (except depository
institutions) and insurance
Computers and electronic
products
Machinery
Real estate and rental and
leasing
Construction
11%
41%
Transportation equipment
Professional, scientific, and
technical services
51%
Chemicals
7%
2%
26%
Transportation and warehousing
Holding companies (nonbank)
Other services
Other manufacturing
FDI Position in Information, 2012:
123.8 billion USD
FDI Position in Wholesale Trade, 2012:
292.4 billion USD
0%
Motor vehicles and motor
vehicle parts and supplies
Electrical goods
13%
43%
14%
Petroleum and petroleum
products
Other
3%
Data processing, hosting, and
related services
Broadcasting (except internet)
6%
18%
50%
1%
FDI Position in Retail Trade, 2012:
51.7 Billion USD
13%
Motion picture and sound
recording industries
Newspaper, periodical, book, and
database publishers
Software publishers
0%
Food and beverage stores
5%
4%
45%
Other retail trade
12%
Health and personal care stores
Other Information
18%
22%
24%
Telecommunications
Clothing and clothing
accessories stores
Miscellaneous store retailers
9%
Furniture and home furnishings
stores
Nonstore retailers
Source: U.S. Bureau of Economic Analysis
© International Trade Administration 2012
3

22. FDI Growth in the
United States by Industry
FDI Growth in the United States by Major Industry Sectors
(Compound annual growth rate in FDI position between 2008 and 2012 on a historical cost basis)
Manufacturing: Petroleum refining & extraction
Manufacturing: Petroleum and coal products
Depository institutions (banking)
Professional, Scientific, and Technical Services
Manufacturing: Chemicals
Retail Trade
Finance and Insurance
Manufacturing: All
Manufacturing: Transportation Equipment
Manufacturing: Food
Manufacturing: All Machinery
Manufacturing: Fabricated Metal Products
Primary and fabricated metals
Manufacturing: Computers and Electronic Products
Wholesale trade
** Information
-10%
0%
10%
20%
30%
40%
50%
** “Information” includes “publishing industries, including newspaper, periodical, book, and database publishers.” FDI in publishing industries
experienced -11.6 percent CAGR during 2008-12.
Source: Department of Commerce, Bureau of Economic Analysis
© International Trade Administration 2013
60%

23. FDI Growth by Industry:
Manufacturing FDI in the United States Continues to Grow
CAGR: Manufacturing FDI in the United States, 2008-12
Other manufacturing: Integrated petroleum refining and extraction
Other manufacturing: Petroleum and coal products
Basic chemicals
Ventilation, heating, air-conditioning, and commercial refrigeration equipment
Asphalt and other petroleum and coal products
Bakeries and tortillas
Electrical equipment, appliances, and components
Grain and oilseed milling
Glass and glass products
Semiconductors and other electronic components
Navigational, measuring, and other instruments
Meat products
Other chemical products and preparations
Soap, cleaning compounds, and toilet preparations
Seafood product preparation and packaging
Pesticides, fertilizers, and other agricultural chemicals
Printing and related support activities
Apparel
Converted paper products
Other machinery
Chemicals
Other manufacturing
0%
10%
20%
Source: Department of Commerce, Bureau of Economic Analysis
© International Trade Administration 2013
30%
40%
50%
60%

24. FDI Growth by Industry:
Solid Growth in Banking, Finance, Professional, Technical Services
CAGR: Finance & Insurance FDI in the United States, 2008-12
Activities related to credit intermediation
Banks
Funds, trusts, and other financial vehicles
Securities and commodity contracts intermediation and brokerage
Life insurance carriers
Insurance carriers and related activities
Securities, commodity contracts, and other intermediation and related…
Insurance carriers, except life insurance carriers
Finance, except depository institutions
Nondepository credit intermediation and related services
Nondepository credit intermediation
Other financial investment activities and exchanges
Agencies, brokerages, and other insurance related activities
CAGR: Professional, Scientific, and Technical Services FDI in the United States, 2008-12
Specialized design services
Computer systems design and related services
Accounting, tax preparation, bookkeeping, and payroll services
Advertising and related services
Legal services
Other
Architectural, engineering, and related services
Other professional, scientific, and technical services
Management, scientific, and technical consulting
Scientific research and development services
-10%
© International Trade Administration 2013
0%
10%
20%
30%
40%
Source: Department of Commerce, Bureau of Economic Analysis
50%
60%
70%
80%

25. FDI Growth by Industry:
Mixed Growth in Wholesale Trade, Retail Trade and Information
CAGR: Wholesale Trade FDI in the United States, 2008-12
Farm product raw materials
Chemical and allied products
Groceries and related products
Paper and paper products
Professional and commercial equipment and supplies
Motor vehicles and motor vehicle parts and supplies
Hardware, and plumbing and heating equipment and supplies
Other
Miscellaneous nondurable goods
Other durable goods
Drugs and druggists' sundries
Machinery, equipment, and supplies
Miscellaneous durable goods
Metals and minerals (except petroleum)
Electrical goods
Lumber and other construction materials
Furniture and home furnishings
Apparel, piece goods, and notions
Petroleum and petroleum products
CAGR: Information FDI in the United States, 2008-12
Other information services
Motion picture and sound recording industries
Other telecommunications
Telecommunications
Software publishers
Newspaper, periodical, book, and database publishers
Publishing industries
CAGR: Retail Trade FDI in the United States, 2008-12
Clothing and clothing accessories stores
Nonstore retailers
Other
Food and beverage stores
Health and personal care stores
Motor vehicle and parts dealers
Furniture and home furnishings stores
Electronics and appliance stores
-40%
-20%
© International Trade Administration 2013
0%
20%
40%
Source: Department of Commerce, Bureau of Economic Analysis
60%

26. Coming to America 2014
Immigration
By Paul Samartin,
Laura Devine Solicitors

27. Coming to America
US immigration overview
February 2014
Paul Samartin
Jennifer Snead
Laura Devine Solicitors
www.lauradevine.com
enquiries@lauradevine.com
+44 (0) 20 7469 6460
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

28. US immigration
• Nonimmigrants
• Immigrants
• US citizens
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

29. Nonimmigrants
• Visa Waiver Program (VWP)
Andorra, Australia, Austria, Belgium, Brunei, Czech Republic, Denmark,
Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy,
Japan, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Monaco, the
Netherlands, New Zealand, Norway, Portugal, San Marino, Singapore,
Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, Taiwan and
the United Kingdom.
• ESTA
https://esta.cbp.dhs.gov/esta/esta.html
• B-1/B-2 visa
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

30. Permissible activities on VWP or B-1 visa
“Legitimate activities relating to business”
• Engaging in commercial transactions, which do not involve
gainful employment in the US (e.g. merchant who takes
orders for goods manufactured abroad)
• Investing in businesses or setting up new businesses
• Negotiating contracts
• Consulting with business associates
• Litigating
• Participating in scientific, educational, professional, or
business conventions, conferences, or seminars
• Undertaking independent research
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

31. Nonimmigrants
H-1B speciality occupations
• degree or related experience
• degree level position
• labor condition application
• annual cap
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

32. Nonimmigrants
B-1 in lieu of H-1 overseas professional workers
• foreign employer
• paid, managed and directed abroad
• customarily employed
• related degree
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

33. Nonimmigrants
E-3 Australian speciality workers
• degree or equivalent experience
• degree level position
• labor condition application
• annual cap
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

34. Nonimmigrants
TN NAFTA professionals
• Canadians and Mexicans only
• 63 enumerated professions
• temporary employment
• management consultants
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

35. Nonimmigrants
L-1 intracompany transfers
• 12 months’ experience in related company outside US
• 1 year for new offices, 3 years for offices doing business
for more than 1 year
• managers, executives and employees with specialised
knowledge
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

36. Nonimmigrants
L-1 intracompany transfers to new US offices
• evidence of sufficient premises for the new office
• business plan
• evidence of the size of the US investment and financial
ability to remunerate the employee / commence business
• issues related to renewal of L-1 new office status after the
initial year
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

37. Nonimmigrants
E-1/E-2 treaty traders and investors
• treaty nationality
• trade vs investment
• supervisors, executives and employees with
special qualifications
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

38. Nonimmigrants
F-1 students
J-1 exchange visitors
•
•
•
•
Interns and trainees
J-1 sponsors
training program
2 year home residency requirement
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

39. Nonimmigrants
O-1 aliens with extraordinary ability
• extraordinary ability in the sciences, arts, education,
business or athletics OR extraordinary achievement in
the motion picture or television industry
• sustained national or international acclaim
• extensive documentation and evidence required
• work in US in the field of extraordinary ability
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

40. Immigrants
• Employment-Based
• Family-Based
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

41. Immigrants
Employment-Based Immigrants
• Priority date
• Employment-Based Preferences
•
•
•
•
•
First Preference
Second Preference
Third Preference
Fourth Preference
Fifth Preference
• Procedures
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

42. Immigrants
Employment-Based Immigration: First Preference
(EB-1)
• Extraordinary Ability
• Outstanding professors and researchers
• Multinational manager or executive
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

43. Immigrants
Employment-Based Immigration: Second Preference
(EB-2)
• Advanced Degree
• Exceptional Ability
• National Interest Waiver
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

44. Immigrants
Employment-Based Immigration: Third Preference
(EB-3)
• Skilled workers
• Professionals
• Unskilled workers
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

45. Immigrants
Employment-Based Fourth Preference (EB-4)
• Special Immigrants
•
•
•
•
•
•
•
•
•
•
Religious Workers
Broadcasters
Iraqi/Afghan Translators
Iraqis Who Have Assisted the United States
International Organization Employees
Physicians
Armed Forces Members
Panama Canal Zone Employees
Retired NATO-6 employees
Spouses and Children of Deceased NATO-6 employees
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

46. Immigrants
Employment-Based Fifth Preference (EB-5)
• Investors
• Must invest $1,000,000 or $500,000 in a new commercial
enterprise
• Must create or preserve at least 10 full-time jobs for
qualifying US workers within two years of admission to
US
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

47. Immigrants
Diversity Visa Lottery
• Up to 55,000 diversity visas available annually
• Drawn from individuals who are from countries with low rates
of immigration to the US (UK is usually not eligible, except
NI)
• Must have at least:
• A high school education or its equivalent; or
• Two years of work experience within the past five years in an
occupation requiring at least two years' training or experience.
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

48. Immigrants
Family-Based Immigrants
• Visa Limits and Priority Dates
• Immediate relatives: Spouses and children of US citizens, and parents of adult US citizens.
• Family-Based Preferences
• First Preference: Unmarried Sons and Daughters (21 years of age or older) of US Citizens.
(23,400 plus some unused.)
• Second Preference: Spouses and Children, and Unmarried Sons and daughters of
Permanent Residents. (114,200, plus some unused.)
• (A) Spouses and Children of Permanent Residents (77% of the overall second
preference limitation)
• (B) Unmarried Sons and Daughters of Permanent Residents. (23% of the overall
second preference limitation.)
• Third Preference: Married Sons and Daughters of US Citizens. (23,400, plus some
unused.)
• Fourth Preference: Brothers and Sisters of Adult US Citizens. (65,000, plus some unused.)
• Procedures
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

49. US citizens
• By birth
• Born in the US / outside the US
• By naturalization
• Loss of citizenship (renunciation /
relinquishment)
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

50. • THANK YOU
IMMIGRATION SOLUTIONS
UK
USA
© LDS2013 All rights reserved
Regulated by the Solicitors Regulation Authority (no. 00383835)

51. Coming to America 2014
Cultural Differences from
a Marketing Perspective
By Allyson Stewart-Allen,
International Marketing Partners

52. Marketing to Americans
Scottish Development International
February 2014
Allyson Stewart-Allen
StewartDirector
International Marketing Partners Ltd.
148148-150 Buckingham Palace Road
London SW1W 9TR
Tel: +44 (0)20 7828 9400
E: allyson@intermarketingonline.com
Twitter: @MuseofMarketing
© International Marketing Partners Ltd.
52

53. Why Have You Invited Me Today?
Advise leaders and organisations to
successfully span boundaries
Develop global mindsets to avoid diplomacy
faux pas
BrandTravel™ expert on localisation
Advisor to leadership teams on building
global mindsets
Author of Working with Americans
(Pearson), Marketing in the USA (UKTI)
International experience (“local knowledge)
- Los Angeles, London, French and German
languages
53

54. The Business Case
“The customer rarely
buys what the
business thinks it
sells him”
- Peter Drucker

55. Underlying values: USA
Clock is King
You look wonderful!
What’s the bottom line
Business before
pleasure
Hip, hip, hooray for our
team!
55

56. Underlying Values
Discuss with your table team…
2-3 implications of these values on how you
effectively engage American
customers/clients
Take 5 minutes
56

57. Underlying values: USA
Do it now!
Let’s do lunch
Make it my way
Plan, plan, plan
Guides are good
57

58. Underlying Values
Now you have had the next 5 values, again
identify with your table team…
2-3 implications of these values on how you
effectively engage American
customers/clients
Take 5 minutes
Select a speaker for your table
58

59. How to Market to Americans
Low context communications
–
Evolved in response to melting pot
•
Political correctness
WYSIWYG
–
–
speed
Take care with irony, double entendres
Humor as bonding, relaxing tool
Anchor us in the future
59

60. How to Market to Americans
Entertain us, teach us something
–
Trivia, facts, something you’d not expect then
to know
RATER
–
Responsive, Assurance, Tangibles, Empathy,
Reliability
Close the sale
–
60
Call to action, be quant, get to the point

61. How to Market to Americans
Reply to calls, e-mails quickly
e–
48 hours maximum
Tell us your plan
–
Explain it, bring us with you (“T” in RATER)
References
–
Brands/names they will know
Spin
–
Break good news as publicly as possible
•
–
61
High positive feedback culture
Control the message

62. Assessing the Impact of Culture
62

63. Assessing the Impact of Culture

64. Troublesome Words…UK US
bespoke
bolshy
cackcack-handed
cockcock-up
damp squib
dog’s bollocks
dog’s body
dog’s breakfast
dog’s dinner
dosh
duff
dross
fortnight
“goes down a bomb”
hole in the wall
knackered
naff
nil
nought
nous
palaver
pearpear-shaped
quite
quid
sticky wicket
scheme
teach grandmother to suck
eggs
tosh
turnover
table
64

65. Translation Guide…
What the British Say…
What the British mean…
What the Americans
understand…
Oh, by the
way/Incidentally
The primary purpose of
our discussion is…
This is not very
important
I’ll bear it in mind
I will do nothing about it
They will probably do it
I’m sure it’s my fault
It is your fault
It was their fault
I almost agree
I don’t agree at all
S/he’s not far from
agreement
Could we consider some
other options?
I don’t like your idea
They have not yet
decided
I hear what you say
I disagree and do not want
to discuss it any further
S/he accepts my point of
view
65

66. Troublesome Words…
http://en.wikipedia.org/wiki/List_of_British
_words_not_widely_used_in_the_United
_States
66

67. Top tips for your brand localisation
Immerse yourself
Understand values
Observe
Difference = difference
Know your own position, biases
Re-purpose/adapt to the culture
67

68. Want to know more?
Check your global mindset
–
–
Website quiz: Working with the World
Website quiz: Working with Americans
Marketing in the USA (UKTI)
–
Free download from us and UKTI:
www.intermarketingonline.com
Contact me: allyson@intermarketingonline.com
68

69. Comments? Questions?

70. Marketing to Americans
Scottish Development International
February 2014
Allyson Stewart-Allen
StewartDirector
International Marketing Partners Ltd.
148148-150 Buckingham Palace Road
London SW1W 9TR
Tel: +44 (0)20 7828 9400
E: allyson@intermarketingonline.com
Twitter: @MuseofMarketing
© International Marketing Partners Ltd.
70

71. Coming to America 2014
End of group sessions
End of workshop for morning
attendees
Break for attendees of the
afternoon workshop