7 pillars of international marketing - International Trade Expo #IFB2014 , 11 June 2014
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Transcript of 7 pillars of international marketing - International Trade Expo #IFB2014 , 11 June 2014
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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