The Global Impact of Becker|CMCA
Changzhou. When Changzhou Tool hired Becker/CMCA, it was
intent on selling Greenland halibut (turbo) to its existing customer bases
in parts of China and Japan. Our role was to assess availability of what
fishermen commonly refer to as “frill,” a delicacy in great demand in the
Far East. Using a sophisticated data base, we canvassed more than 300
fisheries and fish wholesalers across New England and Canada’s Maritime
Provinces along the Atlantic. Our research indicated less availability than
the client desired. The result was; Changzhou Tool put off purchasing frill
and recognized the value of hiring a U.S. - based marketing team, one that
had the resources to provide easy-to-grasp findings. In its eyes, we not
only saved the company time and money; we tempered expectations.
Fosun-Wanbang. When Shanghai-based Fosun Wanbang (www.fosun.com.cn),two
of China’s largest pharmas, signed a joint venture partnership to test
inhalable insulin in the treatment of diabetes, Becker was hired to
publicize its significance. In this instance, Becker represented the
interests of a consortium of American, Canadian and Chinese physicians,
scientists, attorneys, and financial specialists who developed this
alternative insulin delivery system. All parties knew the results of the
study would have worldwide implications, so they turned to Becker to take
advantage of the relationships he had with global news organizations. The
intent was to clearly and quickly communicate the potential of this
inhalable insulin technology. For background, Fosun is known for its
research and manufacturing of drugs and products, including medical and
diagnostic devices, while Wanbang is considered the largest manufacturer of
insulin in China. As a result of Becker’s work, scientists and investors
around the world have been able to closely follow the study’s progress.
Mirage Amusement, Inc. Zhongshan-based Mirage Amusement,
Inc. (www.mirageamusement.cn),
manufacturer of giant mobile inflatables, was keen to enter the American
market, but uncertain in how to proceed. It retained Becker to point its
marketing team in the right direction. Becker placed publicity about the
colorful line of products, known as Water Fantasy Land Pools, in leading
newspapers and magazines that cover new products designed for family fun
amusement and entertainment parks. When owners and managers of these parks
read about the Pools, they contacted Mirage Amusement for more information.
Due to Becker’s resources, the client enjoyed swift entry into the vast
American, saving it time and money in the process.
Coronet International Ltd. Shanghai-based Coronet
International Ltd., hired Becker to write a brochure for important trade
shows in North America and Europe. Coronet recognized the importance of
projecting a professional image. It also knew it needed to differentiate
itself from its competitors. Yet, no one on its staff could write English
that was both promotional in tone, while conveying concise information.
Since Becker has written a wide range of marketing materials for the
household products and other business-to-business industries, he was able to
convey what Coronet required but could not produce on its own. The result
was both appealing to readers and buyers who learned about the company in a
straightforward, familiar format.