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My presentation to the International Trade Expo in Liverpool on 11 June, 2014. I took the group through a seven step approach to international marketing which included focusing on research, brand, PR, lead generation, sales tools, face-to-face and your digital footprint.
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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
Why BDB?
René Power business development
and digital director
[email protected] www.bdb.co.uk @renepower
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
Making export deals more likely
KnowledgeInsight
Audience
Watering holes Contacts
Communication Promotion
[email protected] www.bdb.co.uk @renepower
Throughout...think watering holes
Step one: Knowledge to make intelligent solutions
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
BDB tip: Tap into publisher databases to create insight (+ your own ‘opted in’ data set)
Step two: Achieving standout in competitive markets
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
BDB tip: A/B split test everything & ask for feedback regularly to track and anticipate market changes
Step three: Creating an expert profile
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
Mapping content to needs
BDB tip: Define who reads /values what & what you want your content to achieve – educate, entertain, persuade, convert
Step four: Generate and handle enquiries
Lead generation Email newsletter text advertisement Whitepaper download 530+ leads Targeted follow-up
[email protected] www.bdb.co.uk @renepower
BDB tip: Create a system to create meaningful and frequent touch points & capture data
Step five: Facilitate helpful sales support
BDB tip: Review (and understand) each step of your sales process and create relevant tools to assist at each stage
Step six: Swim in the right waters
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!
Step seven: Create a digital footprint
Digital strategy
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
BDB tip: Do your homework & purchase regional URLs for key countries you may move into in the future
What next?Download our free guide:
Visit www.bdb.co.uk
Thank you for listening
[email protected] www.bdb.co.uk @renepower
