7 pillars of international marketing - international trade expo #ifb2014 11 june 2014

Making an export deal likely

International Trade Expo – Wednesday 11th June 2014

7 pillars of effective international marketing

rene@bdb.co.uk www.bdb.co.uk @renepower

Why BDB?

René Power business development

and digital director

rene@bdb.co.uk www.bdb.co.uk @renepower

Routes to business growth

Existing products New products

rene@bdb.co.uk www.bdb.co.uk @renepower

Scale of the opportunity

Source: http://www.theguardian.com/news/datablog/2010/feb/24/uk-trade-exports-imports

rene@bdb.co.uk www.bdb.co.uk @renepower

Making export deals more likely

KnowledgeInsight

Audience

Watering holes Contacts

Communication Promotion

rene@bdb.co.uk www.bdb.co.uk @renepower

7 steps to creating more export deals

rene@bdb.co.uk 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

rene@bdb.co.uk 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

rene@bdb.co.uk 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

rene@bdb.co.uk 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

rene@bdb.co.uk www.bdb.co.uk @renepower

Lead generation Email newsletter text advertisement Whitepaper download 530+ leads Targeted follow-up

rene@bdb.co.uk 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

Effective sales tools

rene@bdb.co.uk www.bdb.co.uk @renepower

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

Face to face – trade shows

rene@bdb.co.uk www.bdb.co.uk @renepower

Trade show checklist

rene@bdb.co.uk www.bdb.co.uk @renepower

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

rene@bdb.co.uk www.bdb.co.uk @renepower

Digital marketing examples

rene@bdb.co.uk www.bdb.co.uk @renepower

BDB tip: Do your homework & purchase regional URLs for key countries you may move into in the future

Next steps

rene@bdb.co.uk www.bdb.co.uk @renepower

What next?Download our free guide:

Visit www.bdb.co.uk

Thank you for listening

rene@bdb.co.uk www.bdb.co.uk @renepower