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1
Export Communications Review
Improve your communications with global clients

dr j l kettle-williams

2
Export Communications Review
Confidently and successfully trade with overseas customers without
necessarily learning their...
Export Communications Review
Aim
• Improve business performance
– Enquiries
– Sales

– Efficiency
• Encourage companies to...
Export Communications Consultants
• Ten consultants deliver reviews in the UK
• Selected
– International experience
– Lang...
Reasons why companies want a review
•

Develop business in markets
thought too difficult

•

Communicate successfully with...
Trigger Points


Entering new markets



Especially those thought too
difficult



Launching new products/services



...
The consultant can focus upon certain export activity
• Documentation and manuals,
catalogues and packaging for
internatio...
What happens in a review



Face-to-face meeting



Analysis of strengths and
weaknesses (SWOT)



Practical recommenda...
Recommendations
•

Promotional materials

•

Packaging and technical issues

•

Localisation and optimisation of

Website ...
Localisation and Optimisation of the web pages

• ‘Customers are more likely to buy
from a website in their own
language’ ...
Website ECR

• Does your website generate export business for you?
• Does website attract international customers?

• Do i...
Website ECR
The website review will examine
•
•
•
•
•
•
•
•

International content
Site set-up and management
Design, stru...
Good practice examples

11/12/2013

14
Good practice examples

11/12/2013

15
What they say…

‘We have increased our international
business by 25% in the first month
following the Website Review’
(Pow...
What they say…

‘The improvements we made to our
communications have made us
more competitive’ (London College
of Professi...
What they say…

‘I was impressed by the clarity with
which they presented their Search
Engine Optimisation (SEO)
knowledge...
What they say…
• ‘The Review has had a wide impact as we have used the same approaches
for other overseas markets. It has ...
What they say…

‘60% of exporters using this service
claimed to have improved business
– an average increase of £100k for
...
Quality Assurance

• All reports are read and approved
• Accreditation and Registration of
Consultants
• Two workshops per...
UKTI subsidy

• A company can have any number of reviews
• Each review can focus on a different area of communication
• Pr...
Eligibility criteria

• Fewer than 250 employees
• Trading for at least two years
• Currently exporting
• Have plans for e...
How to apply

by email
info@ukecr.co.uk
by email
jay.kettlewilliams@ecr.consultants.org
on-line application form on
www.uk...
Export Communications Review
Thank you for your attention

dr j l kettle-williams

25
Export Communications Review
QUESTIONS?

dr j l kettle-williams

26
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Ignite your global communications

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IGNITE your…. global communication’s

Presenter – Dr. Jay Kettle-Williams, international business communication consultant and trainer, will be presenting on the UKTI funded "UKTI web site communications reviews" - how to build and optimise a successful world-class website that will generate a higher volume of web traffic and gain from international customer.

The Export Communications Review is a funded impartial and objective look at language and cultural issues, reviewing all communication tools including website and marketing materials, to help them improve their competitiveness in existing and future export markets.

UK Trade & Investmentworks with UK-based businesses to ensure their success in international markets, and encourage the best overseas companies to look to the UK as their global partner of choice.

Published in: Business
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Ignite your global communications

  1. 1. 1
  2. 2. Export Communications Review Improve your communications with global clients dr j l kettle-williams 2
  3. 3. Export Communications Review Confidently and successfully trade with overseas customers without necessarily learning their language dr j l kettle-williams 3
  4. 4. Export Communications Review Aim • Improve business performance – Enquiries – Sales – Efficiency • Encourage companies to export more effectively through the development of an appropriate communications strategy • Prevent cultural and language barriers coming between companies and overseas business dr j l kettle-williams 4
  5. 5. Export Communications Consultants • Ten consultants deliver reviews in the UK • Selected – International experience – Language / exporting / SME knowledge – Sales, consultancy, analytical and interpersonal skills – Independence and impartiality • Trained – Two-day workshop – Accompanied review – Development and training workshops dr j l kettle-williams 5
  6. 6. Reasons why companies want a review • Develop business in markets thought too difficult • Communicate successfully with export markets • Improve relationships with overseas customers • Learn about prices, procedures and suppliers • Increase export turnover • Improve performance of website • Handle enquiries from export markets • General Health Check dr j l kettle-williams 6
  7. 7. Trigger Points  Entering new markets  Especially those thought too difficult  Launching new products/services  Re-doing their website  Embarking upon trade show or mission  Experiencing problems in a particular market dr j l kettle-williams 7
  8. 8. The consultant can focus upon certain export activity • Documentation and manuals, catalogues and packaging for international audiences • Preparation for and representation at an overseas trade show or exhibition • Preparation for a presentation to an international audience • Improving relationships with overseas agents and distributors dr j l kettle-williams • International sales and invoicing processes • Systems for handling foreign phone calls and emails • Training of overseas staff; language training needs in the UK and recruitment of export staff • International website strategy • Presentation to an international audience 8
  9. 9. What happens in a review  Face-to-face meeting  Analysis of strengths and weaknesses (SWOT)  Practical recommendations to improve communications in export markets  Providers and Costs of implementing dr j l kettle-williams 9
  10. 10. Recommendations • Promotional materials • Packaging and technical issues • Localisation and optimisation of Website (SEO) • Distributor forums and newsletters • Cultural aspects • Telephone contact • Conduct of meetings/Use of interpreters • Handling foreign enquiries dr j l kettle-williams 10
  11. 11. Localisation and Optimisation of the web pages • ‘Customers are more likely to buy from a website in their own language’ (Source IDC) • ‘Visitors stay twice as long if a website is in their own language’ (Source Forrester Research) dr j l kettle-williams 11
  12. 12. Website ECR • Does your website generate export business for you? • Does website attract international customers? • Do international visitors understand your offering? • Is the site optimised for searches conducted abroad? • Is social and business networking working for you abroad? • Can you answer foreign language enquiries that arise? dr j l kettle-williams 12
  13. 13. Website ECR The website review will examine • • • • • • • • International content Site set-up and management Design, structure and navigation Translation and localisation Promotion of the international pages Monitoring of performance Communication issues arising Web presence dr j l kettle-williams 13
  14. 14. Good practice examples 11/12/2013 14
  15. 15. Good practice examples 11/12/2013 15
  16. 16. What they say… ‘We have increased our international business by 25% in the first month following the Website Review’ (Powerbronze) dr j l kettle-williams 16
  17. 17. What they say… ‘The improvements we made to our communications have made us more competitive’ (London College of Professional Training) dr j l kettle-williams 17
  18. 18. What they say… ‘I was impressed by the clarity with which they presented their Search Engine Optimisation (SEO) knowledge and experience. The knowledge gained will be put to great use in our new website and make it really work for us’ (Bigbury Mint, Devon) dr j l kettle-williams 18
  19. 19. What they say… • ‘The Review has had a wide impact as we have used the same approaches for other overseas markets. It has certainly increased our confidence in dealing with worldwide markets’ (Supreme Music, Brighton) dr j l kettle-williams 19
  20. 20. What they say… ‘60% of exporters using this service claimed to have improved business – an average increase of £100k for all companies reviewed’ (Source: UKTI’s survey of users) dr j l kettle-williams 20
  21. 21. Quality Assurance • All reports are read and approved • Accreditation and Registration of Consultants • Two workshops per annum for all consultants • National Business to Business Centre dr j l kettle-williams 21
  22. 22. UKTI subsidy • A company can have any number of reviews • Each review can focus on a different area of communication • Preparing for exhibition or overseas trip • Marketing materials • Handling enquiries • Website… • Eligible companies can receive a 50% subsidy from UKTI for up to three reviews dr j l kettle-williams 22
  23. 23. Eligibility criteria • Fewer than 250 employees • Trading for at least two years • Currently exporting • Have plans for exporting dr j l kettle-williams 23
  24. 24. How to apply by email info@ukecr.co.uk by email jay.kettlewilliams@ecr.consultants.org on-line application form on www.ukti.gov.uk/ecr dr j l kettle-williams 24
  25. 25. Export Communications Review Thank you for your attention dr j l kettle-williams 25
  26. 26. Export Communications Review QUESTIONS? dr j l kettle-williams 26

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