ARE YOU THE HOG OR THE BUTCHER?
(How to sell to the U.S.A.)
“Luigi Barzini in his book The Italians wrote about Italy using the techniques of a portrait painter. The sitter being painted was the artist’s mother, Italy itself. His home was the origin of La Dolce Vita; a Fellini-esque lifestyle with cars, sports and great food.
Tonight, I’d like to talk about one of Italy’s many children, America. Please remember that while the U.S.A. is a much younger country, our culture was influenced by Italian immigrants. These people were generally not rich and struggling to build a better life.
Actually, let’s be honest. They were poor. Rich in spirit and culture, but if they’d been wealthy they wouldn’t have come to America in the first place. Even today, you can see the sacrifices they made just to put food on the table. Look at the Italian recipes that have been handed down to Americans today. Bruschetta became garlic bread, Neapolitan sauce became Sunday gravy, puttanesca became marinara and your beautiful olive oils and vinegars became our horrible supermarket “Italian Dressing.” Americans who grew up with these flavors associate them with “the real thing.” Much like Italians in Milan who’ve never been to China might mistake local Asian restaurants for authentic “Chinese food.”
So today in discussing Italian brands penetrating the USA market, I’d like to use the paradigm of childhood development.
Stage 1: No, you’re a fetus!
The 1st stage is the fetus. As a manufacturer, you are successful in your own and other markets – probably Germany, possibly Japan. But you’ve yet to really do anything with the U.S.A. And look how successful other Italian companies in clothing and automotive have been in introducing Mediterranean sensibilities to the USA!
Living in Italy, you might not realize that with all the great food, drink and scenery you’ve been traveling through life in first class. And now you want to sell those same tastes (at those same prices) to passengers flying Coach. But hey, you’re a fetus! Development and learning are the whole point of your existence. So you start exploring. Exhibiting at some salons heavy with foreigners, or calling up the uncle’s nephew’s cousin who lives in Philadelphia.
Look at the Italian recipes that have been handed down to Americans today. Bruschetta became garlic bread, Neapolitan sauce became Sunday gravy, puttanesca became marinara and your beautiful olive oils and vinegars became our horrible supermarket “Italian Dressing.”
Stage 2: Baby
At this stage, you’ve found some potential avenues into the USA market, have printed English stickers to glue onto your Italian packaging, and you’re good to go. Maybe you threw some promotional money at the first order, maybe you didn’t. But you’ve got your first order! Now the importer needs to do the rest of the work and sell your product. Your foods sell well in other foreign markets, and the USA is just another one.
Stage 3: Toddler
Next is the toddler. In anticipation of the larger volumes and rapid growth, you’ve printed packaging in English for the USA. The reality is that per unit this is cheaper for you then applying stickers. The USA is a huge market, so the potential for large volumes is there. And if your current American customer can’t buy enough, there are plenty of other importers throughout the States. Just like you’ve got 1 importer for Germany, 1 for England, etc you’ll have 1 for New York, 1 for Boston, 1 for Chicago, 1 for San Francisco, etc.”
At this point I look up from the paper I’m reading and actually pay attention to the audience for a moment. Dead silence, no movement or facial expressions indicating interest. I realize that my speech, a long day at the show, or both are not having the positive response I’d hoped. I really wish this had just been a Q&A session. I pick up the pace.
Stage 4: Teenager
So after 1 to 3 years you’re now in your turbulent teenage years. Importers are now like a boy or girlfriend. They just don’t understand you or your products. You don’t need to change, they do! You just have to find the right one. But you’re a teenager and not yet gainfully employed (aka