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Introduction To Export Marketing

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Introduction to export marketing. Tips for developing your marketing message, touchpoints to reach buyers and a toolbox of resources to get your message across.

Introduction to export marketing. Tips for developing your marketing message, touchpoints to reach buyers and a toolbox of resources to get your message across.

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  • 1. Export Marketing
    Getting the right message to International Buyers
  • 2. What do we hope to achieve?
  • 3. Why is your message so important?
    Your message
  • 4. Why is your message so important?
    • Its the linchpinof all marketing activities
    • 5. A good marketing messagecuts through the clutter
    • 6. A bad message wastes lots of money
    • 7. Consistent repetition strengthens your message
  • What is your marketing message?
    Your message
  • 8. What is your marketing message?
    • It’s not your mission statement
    • 9. It’s not your vision statement
    • 10. It’s not all about you (personally)
    • 11. It’s not how long you have been in business
    • 12. It’s not what we do/produce/make/sell
  • What is your marketing message?
    It’s the compelling reason how you will help them solve their problem
    Funnily enough, prospects really aren’t as interested in your business as they are their own problems
  • 13. What’s in a marketing message?
    Your message
  • 14. What’s in a marketing message?
    • A match to the wants and needs of the receiver
    • 15. Anattention grabber
    • 16. How you can solve their problem
  • What’s in a marketing message?
    • It promotes an emotional reaction
    • 17. Why they should trust you
    • 18. Why they should choose you over others in the market
  • How to create a marketing message?
    Your message
  • 19. StepOne: Identify whowe need to influence
  • 20. Export Advisors/Austrade
    Step 2: What problems does this target market experience?
    Your message
    PROBLEM
    • Suggested actions are not followed up in a timely manner
    • 21. Advice is not followed
    • 22. Opportunities missed
    PAIN & SUFFERING
  • Step 2: What problems does this target market experience?
    Importers (buyers)
    Your message
    PROBLEM
    • I need products that are easy to sell, purchase. I don’t have time for suppliers that are not professional, who are unreliable and hard to deal with
    PAIN & SUFFERING
    • Frustration & disillusion
    • 26. Time wasting/profit reduced
    • 27. Unmotivated
  • Step 2: What problems does this target market experience?
    Importers (buyers)
    Your message
    PROBLEM
    • I need to make sure I can consistently supply product to my customers. Suppliers that are not financially stable may not be around for the next order
    PAIN & SUFFERING
    • Losing money and reputation
    • 28. Anguish
  • Step 2: What problems does this target market experience?
    Importers (buyers)
    Your message
    PROBLEM
    • I understand my market best – I need suppliers who are flexible to tailor their product to meet market requirements
    PAIN & SUFFERING
    • Product won’t sell, I will loose money and reputation trying to sell this product
  • End users (consumers)
    Step 2: What problems does this target market experience?
    Your message
    • What need do they want to satisfy?
    • 29. How do they feel when they have this need?
    • 30. How can you make their lives easier?
  • End users (consumers)
    Step 2: What problems does this target market experience?
    Your message
    • Changing what they are currently using/doing takes effort
    • 31. Something new is hard to use.
    • 32. Something new is scary/frightening
  • Step 3: What are the solutions you give to your targets problems?
    FEEL THE PAIN
    • People won’t lift a finger until they feel the pain. Remind them and make them feel the pain!
    PRESENT THE SOLUTION
    • Present your solution as a simple cure for all the pain and suffering your market is feeling as a result of their problem
    Your message
  • 33. Step 3: What are the solutions you give to your targets problems?
    IDENTIFY THE BENEFITS
    • Identify all the benefits of your solution that will help take away the pain and anguish
    REMOVE THE RISK
    • Reverse any perceived risk that your prospect may have with taking advantage of using your solution
    • 34. Make it easy as possible.
    Your message
  • 35. Step 4: Present the results you’ve produced for others in the same situation
    PROVE TO THEM YOUR SOLUTION WORKS
    • Testimonials
    • 36. What life was like before applying your solution
    • 37. What life was like after applying your solution
    Your message
  • 38. Step 4: Present the results you’ve produced for others in the same situation
    PROVE TO THEM YOUR SOLUTION WORKS
    • Case Studies
    • 39. Problems faced – include financial implications
    • 40. The solution proposed and the time it took to implement
    • 41. Results - benefits achieved and in what time frame
    Your message
  • 42. Step 5: Explain what makes you different from your competitors
    • You need to communicate your differences! Some differences may include:
    • 43. Resources
    • 44. Capabilities
    • 45. Flexibility
    • 46. Professionalism
    • 47. Product range/colours
    • 48. Min order quantities
    Your message
  • Spend time developing your message it is worth it!
    Your message
  • 54. Getting your message to the market
  • 55. Communication ‘touch points’ to reach buyers
  • 56. Using written communication to communicate messages
    Written material toolkit
    Covering letter
    Business Card
    Company profile
    Product brochure
    Product specification
    Price list
    Website
    Written communication
  • 57. Using written communication to communicate messages
    Covering letter
    Remind them of their pain
    Clear distinct points as to why they should:
    Ask for further information
    Contact you and arrange a meeting
    Visit your stand/delegation
    Buy product
    Written communication
  • 58. Using written communication to communicate messages
    Business card
    Standard format 9cm x 5 cm
    Full details on reverse side in local language
    International contact details eg +61 2 986 7562
    Carry abundant supplies everywhere!
    Written communication
  • 59. Using written communication to communicate messages
    Company profile – focus buyers
    Background/history
    Solutions provided
    Testimonials
    Product range
    Awards/results
    International contact details
    Written communication
  • 60. Using written communication to communicate messages
    Brochure – focus consumers
    Replication of domestic brochure?
    Short run digital printing
    Photography
    Contents
    Product details
    Benefits/reasons to buy/why it will work/what problems it will solve
    Product testimonials/case studies
    Key advantage over competitors
    International contact details
    Written communication
  • 61. Using written communication to communicate messages
    Product specifications
    Size
    Weight
    Volume
    Shipping outer sizes
    Perishability
    Order lead time
    Min/max shipping quantities
    • Technical drawings
    • 62. Instructions
    • 63. Components
    Written communication
  • 64. Using written communication to communicate messages
    Pricing
    Premium pricing
    Bonus packs
    Trading terms
    Volume discounts
    Agent/wholesale/retail price levels
    Price list
    Written communication
  • 65. Using written communication to communicate messages
    Website
    Easy to read
    Easy to navigate
    Quick to download
    All links working
    Search engine optimisation
    Encourages the visitor to contact you
    Clear contact details
    Written communication
  • 66. Communication ‘touch points’ to reach buyers
  • 67. Using meetings to communicate your message
    Toolkit
    Prepare, prepare, prepare
    Objectives
    Dress
    Customs
    Printed material
    Follow uo
    Trade shows
    Meetings
  • 68. Using meetings to communicate your message
    Prepare, prepare, prepare
    Determine meeting goals
    Gain as much information as you can about your prospect
    Think about what questions you will need to ask
    Be clear about your selling messages
    Research local customs
    Trade shows
    Meetings
  • 69. Using meetings to communicate your message
    Personal presentation
    Be confident
    Be professional
    Be responsive
    Be polite
    Talk slowly & deliberately
    Dress appropriately (suit)
    Trade shows
    Meetings
  • 70. Using meetings to communicate your message
    Non-verbal communication
    Communication = 25% words / 75% body language
    Includes facial expressions, eye contact, tone of voice, body posture and movement
    Research body language techniques
    Meetings
  • 71. Using meetings to communicate your message
    Printed material
    Develop a short presentation electronically or in a flip folder
    Product brochures
    Price list
    Business cards
    Shipping information
    Production lead times
    Trade shows
    Meetings
  • 72. Using meetings to communicate your message
    Follow up
    Imperative!
    Send follow up email within 48 hours confirming the main points of the meeting
    Schedule when you will make a call/send a follow up email.
    Trade shows
    Meetings
  • 73. Communication ‘touch points’ to reach buyers
  • 74. Using trade shows to communicate your message
    Tradeshow toolkit
    Clear goals on what to achieve
    Pre-show & post-show activity
    Theme
    Incentive to visit
    Giveaways
    Images
    Follow up
    Trade shows
  • 75. Using trade shows to communicate your message
    Clear goals on what you want to achieve eg:
    Meeting buyers
    Introducing new products
    Gaining post show meetings
    Finding distributors
    Meeting trade press
    Trade shows
  • 76. Using trade shows to communicate your message
    Pre-show & post-show activity
    Contacting prospects to invite them to visit you
    Benefit driven communication
    Incentives
    Courting trade media to gain PR
    Following up leads and contacts made post-show
    Trade shows
  • 77. Using trade shows to communicate your message
    Theme & images
    Stand out
    One-on –one interaction
    A picture tells a thousand words
    Activities, mini presentations
    Script
    Trade shows
  • 78. Using trade shows to communicate your message
    Incentive to visit
    Focus on new!
    Activities
    Real benefits
    Raffle
    Giveaways
    Trade shows
  • 79. Communication ‘touch points’ to reach buyers
  • 80. Using your product to communicate messages
    Product
    Packaging
    Product history/story/benefits
    Colour – stand out on shelf
    Language & cultural considerations
    Legal regulations
    Instructions – visual on pack/in pack
    Suggested uses/serving suggestion
    Tag-line
  • 81. Communication ‘touch points’ to reach buyers
  • 82. Communicating messages in on-going relationships
    On-going relationships
    Marketing toolbox
    Samples
    Volume discounts
    Brochures/flyers/ instructions
    DVD
    Powerpoint
    Photography
    • Point of purchase materials
    • 83. Market visits/events
    • 84. Co-operative advertising
    • 85. Publicity & PR
    • 86. Social media
    • 87. Tradeshows
  • Communicating messages in on-going relationships
    On-going relationships
    When you get in contact
    Quick response
    Be pro-active
    Remember – what’s in it for them?
    Ensure you have something new to discuss with each contact
    Consider new product development program
    Planning meetings/market visits
  • 88. So how do you reach buyers?
  • 89. ‘Maximise the effectiveness of your precious marketing spend’
  • 90.
    • Principal Samantha Hain, B Com (UNSW)
    • 91. Certified practicing marketer with the Australian Marketing institute
    • 92. Broad range of industry experience with a focus on Food, Beverage and agriculture
    • 93. Principles of entrepreneurship, results & value, solutions focus, working as a team with clients and making your money work as hard as it possibly can!
    “Australian Marketing Institute national Marketing Innovation award 2004 - Vittoria Coffee“
  • 94. Thankyou!Regional Integrated Marketing PO Box 301 Orange NSW 2800Australiawww.rimarketing.com.au

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