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Export Marketing<br />Getting the right message                                    to International Buyers<br />
What do we hope to achieve?<br />
Why is your message   so important?<br />Your message<br />
Why is your message     so important?<br /><ul><li>Its the linchpinof all marketing activities
A good marketing messagecuts through the clutter
A bad message wastes lots of money
Consistent repetition strengthens your message</li></li></ul><li>What is your marketing message?<br />Your message<br />
What is your marketing message?<br /><ul><li>It’s not your mission statement
It’s not your vision statement
It’s not all about you (personally)
It’s not how long you have been in business
It’s not what we do/produce/make/sell</li></li></ul><li>What is your marketing message?<br />It’s the compelling reason ho...
What’s in a marketing message?<br />Your message<br />
What’s in a marketing message?<br /><ul><li>A match to the wants and needs of the receiver
Anattention grabber
How you can solve their problem</li></li></ul><li>What’s in a marketing message?<br /><ul><li>It promotes an emotional rea...
Why they should trust you
Why they should choose you over others in the market</li></li></ul><li>How to create a marketing message?<br />Your messag...
StepOne: Identify whowe need to influence<br />
Export Advisors/Austrade<br />Step 2: What problems does this target market experience?<br />Your message<br />PROBLEM<br ...
Advice is not followed
Opportunities missed</li></ul>PAIN & SUFFERING<br /><ul><li>Frustration
Disillusion
Time wasting
Unmotivated</li></li></ul><li>Step 2: What problems does this target market experience?<br />Importers (buyers)<br />Your ...
Time wasting/profit reduced
Unmotivated</li></li></ul><li>Step 2: What problems does this target market experience?<br />Importers (buyers)<br />Your ...
Anguish</li></li></ul><li>Step 2: What problems does this target market experience?<br />Importers (buyers)<br />Your mess...
How do they feel when they have this need?
How can you make their lives easier?</li></li></ul><li>End users (consumers)<br />Step 2: What problems does this target m...
Something new is hard to use.
Something new is scary/frightening</li></li></ul><li>Step 3: What are the solutions you give to your targets problems?<br ...
Step 3: What are the solutions you give to your targets problems?<br />IDENTIFY THE BENEFITS<br /><ul><li>Identify all the...
Make it easy as possible.</li></ul>Your message<br />
Step 4: Present the results you’ve produced for others in the same situation<br />PROVE  TO THEM YOUR SOLUTION WORKS<br />...
What life was like before applying your solution
What life was like after applying your solution</li></ul>Your message<br />
Step 4: Present the results you’ve produced for others in the same situation<br />PROVE  TO THEM YOUR SOLUTION WORKS<br />...
Problems faced – include financial implications
The solution proposed and the time it took to implement
Results - benefits achieved and in what          time frame</li></ul>Your message<br />
Step 5: Explain what makes you different from your competitors<br /><ul><li>You need to communicate your differences! Some...
Resources
Capabilities
Flexibility
Professionalism
Product range/colours
Min order quantities</li></ul>Your message<br /><ul><li>Leadtimes
Product packaging
Added extras
Results
Reputation
Value	</li></li></ul><li>Spend time developing your message it is worth it!<br />Your message<br />
Getting your message to the market<br />
Communication ‘touch points’                           to reach buyers<br />
Using written communication to                  communicate messages<br />Written material toolkit<br />Covering letter<br...
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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.

Published in: Business, News & Politics

Transcript of "Introduction To Export Marketing"

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