7 pillars of international marketing - international trade expo #ifb2014 11 june 2014
DESCRIPTION
Our presentation given at the International Trade Expo on 10-11 June 2014. Rene spoke about the challenges and opportunities presented by opening up your business to new markets. He offered seven key areas of focus to ensure the best chance of success.TRANSCRIPT
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Making an export deal likely
International Trade Expo – Wednesday 11th June 2014
7 pillars of effective international marketing
[email protected] www.bdb.co.uk @renepower
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Why BDB?
René Power business development
and digital director
[email protected] www.bdb.co.uk @renepower
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Scale of the opportunity
Source: http://www.theguardian.com/news/datablog/2010/feb/24/uk-trade-exports-imports
[email protected] www.bdb.co.uk @renepower
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Making export deals more likely
KnowledgeInsight
Audience
Watering holes Contacts
Communication Promotion
[email protected] www.bdb.co.uk @renepower
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Throughout...think watering holes
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Step one: Knowledge to make intelligent solutions
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Market research Building a comprehensive picture to limit risk and
ensure success– Primary/secondary research
Know your audience Competitive landscape Market and consumer demand Trading conditions Regulations / legislation Cultural considerations
– Online surveys– Telephone research– Desk research– Euromonitor / Mintel reports etc– Research trips– UKTI OMIS reports
[email protected] www.bdb.co.uk @renepower
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BDB tip: Tap into publisher databases to create insight (+ your own ‘opted in’ data set)
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Step two: Achieving standout in competitive markets
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Branding and advertising
Market research informs brand strategy– Sub brand required? New brand?– Product bands? Adaptations
required?– Meaning of words, colours –
check
Advertising = creating awareness– One clear, simple message
(market research)– Tailor for each region– Check colours, wording, concept
translates
[email protected] www.bdb.co.uk @renepower
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BDB tip: A/B split test everything & ask for feedback regularly to track and anticipate market changes
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Step three: Creating an expert profile
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PR & content – raise profile
Awareness + demand Credibility Broadcast
– Generate news Opening of office / distribution agreement Launch of new products / services Appointments Investments Research results
Educate– Train local, native/fluent media
spokespeople– Hold press event/s– Generate informative content
Understand differences between US and international trade press
[email protected] www.bdb.co.uk @renepower
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Mapping content to needs
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BDB tip: Define who reads /values what & what you want your content to achieve – educate, entertain, persuade, convert
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Step four: Generate and handle enquiries
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Lead generation Email newsletter text advertisement Whitepaper download 530+ leads Targeted follow-up
[email protected] www.bdb.co.uk @renepower
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BDB tip: Create a system to create meaningful and frequent touch points & capture data
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Step five: Facilitate helpful sales support
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BDB tip: Review (and understand) each step of your sales process and create relevant tools to assist at each stage
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Step six: Swim in the right waters
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BDB tip: It’s all in the planning – put a multi-functional team together to plan every aspect of your event. Think before, during & after!
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Step seven: Create a digital footprint
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Digital strategy
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Digital marketing Big area. But get the basics right! View your website as door to
your company– Regional pages & contact details– Regional micro site– Full site translation– Multilingual SEO– Mobile friendly– Campaign landing pages– Content marketing / social media
strategy later
[email protected] www.bdb.co.uk @renepower
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BDB tip: Do your homework & purchase regional URLs for key countries you may move into in the future
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What next?Download our free guide:
Visit www.bdb.co.uk
Thank you for listening
[email protected] www.bdb.co.uk @renepower