Making an export deal likely
International Trade Expo – Wednesday 11th June 2014
7 pillars of effective international
mark...
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...
Making export deals more likely
Knowledge
Insight
Audience
Watering
holes Contacts
Communication
Promotion
rene@bdb.co.uk ...
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 yo...
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? Adapta...
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 / distribu...
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....
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,...
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 & con...
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
7 pillars of international marketing - International Trade Expo #IFB2014 11 June 2014
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7 pillars of international marketing - International Trade Expo #IFB2014 11 June 2014

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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.

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

  1. 1. 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
  2. 2. Why BDB? René Power business development and digital director rene@bdb.co.uk www.bdb.co.uk @renepower
  3. 3. Routes to business growth Existing products New products rene@bdb.co.uk www.bdb.co.uk @renepower
  4. 4. 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
  5. 5. Making export deals more likely Knowledge Insight Audience Watering holes Contacts Communication Promotion rene@bdb.co.uk www.bdb.co.uk @renepower
  6. 6. 7 steps to creating more export deals rene@bdb.co.uk www.bdb.co.uk @renepower
  7. 7. Throughout... think watering holes
  8. 8. Step one: Knowledge to make intelligent solutions
  9. 9. 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
  10. 10. BDB tip: Tap into publisher databases to create insight (+ your own ‘opted in’ data set)
  11. 11. Step two: Achieving standout in competitive markets
  12. 12. 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
  13. 13. BDB tip: A/B split test everything & ask for feedback regularly to track and anticipate market changes
  14. 14. Step three: Creating an expert profile
  15. 15. 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
  16. 16. Mapping content to needs
  17. 17. BDB tip: Define who reads /values what & what you want your content to achieve – educate, entertain, persuade, convert
  18. 18. Step four: Generate and handle enquiries
  19. 19. Lead generation rene@bdb.co.uk www.bdb.co.uk @renepower
  20. 20. Lead generation  Email newsletter text advertisement  Whitepaper download  530+ leads  Targeted follow-up rene@bdb.co.uk www.bdb.co.uk @renepower
  21. 21. BDB tip: Create a system to create meaningful and frequent touch points & capture data
  22. 22. Step five: Facilitate helpful sales support
  23. 23. Effective sales tools rene@bdb.co.uk www.bdb.co.uk @renepower
  24. 24. BDB tip: Review (and understand) each step of your sales process and create relevant tools to assist at each stage
  25. 25. Step six: Swim in the right waters
  26. 26. Face to face – trade shows rene@bdb.co.uk www.bdb.co.uk @renepower
  27. 27. Trade show checklist rene@bdb.co.uk www.bdb.co.uk @renepower
  28. 28. 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!
  29. 29. Step seven: Create a digital footprint
  30. 30. Digital strategy
  31. 31. 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
  32. 32. Digital marketing examples rene@bdb.co.uk www.bdb.co.uk @renepower
  33. 33. BDB tip: Do your homework & purchase regional URLs for key countries you may move into in the future
  34. 34. Next steps rene@bdb.co.uk www.bdb.co.uk @renepower
  35. 35. What next? Download our free guide: Visit www.bdb.co.uk Thank you for listening rene@bdb.co.uk www.bdb.co.uk @renepower
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