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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 …

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