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Global is not a name of a country new

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Global is not a name of a country new

  1. 1. ABOUT EASY FOREXOnline trading group founded in 2003operating in 160 countriesHQ in Limassol150 employees worldwide
  2. 2. A LITTLE BIT ABOUT ME.MY PRIVATE STARTUP
  3. 3. BRIEF CV
  4. 4. BRIEF CV4 years software development6 years of software development training10 years in sales & business development5 years in venture capital & private equity7 years in senior management roles in global corporates3 years teaching entrepreneurship program in college7 years teaching personal growth workshops
  5. 5. COUNTRIES I HAVE DONE BUSINESS WITH
  6. 6. LOCAL EXECUTION• Do we want to go global?• What continents/countries?• What is the ideal entry mode?• What is the international marketing mix?• What should the organizational structurelook like so that we can implement?GLOBAL STRATEGY
  7. 7. REALLY?
  8. 8. ONLY WITH YOU…HERE IS A SECRETI AM GOING TO SHARE,
  9. 9. READY?READY?
  10. 10. A. Localize Brand ID & MessagesB. Stick to the currentC. It depends
  11. 11. KEEP THE BRAND?
  12. 12. CHANGE IT?
  13. 13. PERCENT CHANGE IN STOCK PRICE*SINCE NOVEMBER, 2010
  14. 14. MARKETINGUSED TO BE EASY…
  15. 15. MARKETING USED TO BE VERY SIMPLE…
  16. 16. BUT THESE DAYS…
  17. 17. IT IS A TOUGH PUZZLE TO BUILD
  18. 18. COMPONENTS OF A SUCCESSFULGLOBAL MARKETING ORGANIZATIONLOCAL PEOPLEMARKETING INFRASTRUCTURETechnology, technology, technologyLOCAL AGENCIES/PARTNERSCreative / designCopyrightContentPRMedia Buy (SEM, SEO, display, mobile, print, TV, etc.)BUDGET
  19. 19. MARKETING TECHNOLOGIESWebsite that supports desktop and mobile(smartphones & tablets)Analytics CRMMarketing automation BI a.k.a. “big data”Database marketing (email, SMS, QQ..)
  20. 20. DO’S & DON’TS
  21. 21. WHYWe work hard to make it easy.HOWEasy to learn.Easy to understand.Easy to enjoy.WHATWeb trading platform.Desktop trading platform.Mobile trading platform.All major currencies.Commodities.Options.
  22. 22. TEST THE RELEVANCYOF YOUR CORE VALUES
  23. 23. • Brand ID• Audience definition• Positioning• Unique Value Proposition• MessagingBRANDING.HOW YOU PACKAGE IT.
  24. 24. • Market Research• Map capabilities Vs. market needs• Define proposed value to each target audience• Localize offering/messages/marketing materials• Differentiate from competitors• Define marketing channels and their mix• Apply metrics• Define the required marketing infrastructure• Think "acquisition"...• ..but do not neglect "conversion" and "retention"GO TO MARKET STRATEGY
  25. 25. MAKE SURE YOU HAVE THE RIGHT BUDGET
  26. 26. MAKE SURE YOUR OFFER IS ATTRACTIVE
  27. 27. IT IS ABOUT THE SMALL DETAILS,NOT JUST THE BIG PICTURE
  28. 28. THE RIGHT MIX
  29. 29. SOCIAL MEDIA IS A MUST!We’ll do a Facebook page…
  30. 30. CHOOSING AGENCIES - BEWARE OF “EXPERTS”
  31. 31. USE THE RIGHT MEDIA CHANNEL
  32. 32. TEST BEFORE YOU GO LIVE
  33. 33. CHECK FOR NAMING CONVENTIONS
  34. 34. PROOF YOUR TRANSLATIONS
  35. 35. USE LOCAL COPYWRITERS…
  36. 36. KNOW YOUR AUDIENCE AND RESPECT THEM
  37. 37. MASTER TECHNOLOGIES & TOOLS
  38. 38. • There is no difference between expanding toa new country or to a new town - you stillneed a goodplan• Marketing infrastructure is a must• There are no rules, so,research, plan, executeand optimize• Identify your unique assetsand outsourcethe rest (experts, technologyandoutsourcing)

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