Cupprint: Vorsprung durch German web presence
Cupprint’s experience in localising its website for the German market highlights not only how to turn a challenge into an opportunity, but also what a key role the internet can play in doing so.
Cupprint started life as a commercial printing company in Ireland; however, the economic collapse in 2008 and its impact on the printing market forced Cupprintto change direction and in 2009 the company moved into paper cup production and printing.
Cupprint initially focused on the Irish market with a successful USP of being able to produce individualised printed paper cups in small batches (1,000 versus the industry standard of a minimum 50,000) with a fast turn-around time (15 days versus the typical industry delivery time of 6-8 weeks).Cupprint’s original website was a simple English-language brochure website. The company used resellers as its main route to market.
While still busy establishing itself on the Irish market, Cupprint was approached by a German company, Freie Produktioner. The German company had been searching for a supplier that could produce smaller batches of individualised cups within a tight timeframe and came across Cupprint’s English-language brochure website.
After Cupprint and Freie Produktioner agreed on a one-year exclusive deal for the German market, Freie Produktioner begandevelopinga German website for Cupprint.The German company understood thiswould be critical to Cupprint’s success in the local market.
German partnershipleads to significant opportunities
Rather than translate and localise the existing Irish brochure website, Freie Produktioner decided to develop a new and improved website for the German market. The new website is effectively a German website in German language and with all the typical (cultural and legal) features that would be expected by the German market. In addition, the new website also offers an online shop, which allows individuals and partners order individualised paper cups online.
With competition in the printed paper cup market increasing and several companies now copying Cupprint’s original USP (small quantities, fast delivery), the online shop has become Cupprint’s latest USP refinement: Here, one-off customers and partners can design and order customised paper cups, which are then priced according to volume and level of business.
Due to its success, the German website has now become the template for all European markets Cupprint is currently targeting, and this format will eventually replace the existing Irish website.
A tried and trusted formula delivers results
In addition to developing a compelling German website, Freie Produktioner has also become responsible for Cupprint’s marketing efforts.Their role is to ensure visibility of the German and other European websites through a combination of search engine marketing, search engine optimisation, social media and placement in locally relevant product directories.
The approach Freie Produktioner takes when localising the Cupprint website for new marketsiswell researched and follows a set formula. The steps include:
- Translate website into target market language
- Ensure (via IP address targeting) that search engines find and show only the website relevant to the local market to users
- Localise pricing for the target market conditions
- Localise product range to the target market conditions
- Develop and implement localised search engine marketing campaigns
- Perform search engine optimisation on localised website so that paid search engine marketing can eventually be reduced and the associated budget is freed up for work on the next market
- Buy locally search-relevant domain names and redirect users to local Cupprint website
- Complement SEM/SEO approach by mixed language social media campaigns as well as listing in locally relevant product directories
A productive relationship produces key benefits
Developing a dedicated website for the German market has certainly paid off for Cupprint:
- Since entering the German market, the company has grown steadily and currently employs 40 people, up from seven in 2009. Sales projections are healthy overall, with the German market showing a growth rate of 30% and several new markets being opened up.
- The overall product quality has been improved as a direct result of certification and quality standards required for the German market. “For the German market the main challenge is certification and quality. Price is important but no matter what the price is, if it isn’t high quality and certified, it becomes difficult to sell,” explains Terry Fox, CEO of Cupprint:
- The implementation of the online and associated changes to the business model required a review of production processes. This resulted in a more structured, streamlined and scalable approach to production.
- Partnering with Freie Produktioner has led to a complementary business relationship, in which Freie Produktioner is now responsible for all marketing and Cupprint Ireland is responsible for all production aspects.
- The addition of an online shop has added a new and efficient route to market, which now serves as the main sales channel. No other competitors facilitate country- and person-specific pricing and customised design via their website;a factor that has further enhanced Cupprint’s place in the market.