7 pillars of international marketing - International Trade Expo #IFB2014 , 11 June 2014

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My presentation to the International Trade Expo in Liverpool on 11 June, 2014. I took the group through a seven step approach to international marketing which included focusing on research, brand, PR, lead generation, sales tools, face-to-face and your digital footprint.

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7 pillars of international marketing - International Trade Expo #IFB2014 , 11 June 2014

  1. 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. 2. Why BDB? René Power business development and digital director rene@bdb.co.uk www.bdb.co.uk @renepower
  3. 3. Routes to business growth Existing products New products rene@bdb.co.uk www.bdb.co.uk @renepower
  4. 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. 5. Making export deals more likely Knowledge Insight Audience Watering holes Contacts Communication Promotion rene@bdb.co.uk www.bdb.co.uk @renepower
  6. 6. 7 steps to creating more export deals rene@bdb.co.uk www.bdb.co.uk @renepower
  7. 7. Throughout... think watering holes
  8. 8. Step one: Knowledge to make intelligent solutions
  9. 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. 10. BDB tip: Tap into publisher databases to create insight (+ your own ‘opted in’ data set)
  11. 11. Step two: Achieving standout in competitive markets
  12. 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. 13. BDB tip: A/B split test everything & ask for feedback regularly to track and anticipate market changes
  14. 14. Step three: Creating an expert profile
  15. 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. 16. Mapping content to needs
  17. 17. BDB tip: Define who reads /values what & what you want your content to achieve – educate, entertain, persuade, convert
  18. 18. Step four: Generate and handle enquiries
  19. 19. Lead generation rene@bdb.co.uk www.bdb.co.uk @renepower
  20. 20. Lead generation  Email newsletter text advertisement  Whitepaper download  530+ leads  Targeted follow-up rene@bdb.co.uk www.bdb.co.uk @renepower
  21. 21. BDB tip: Create a system to create meaningful and frequent touch points & capture data
  22. 22. Step five: Facilitate helpful sales support
  23. 23. Effective sales tools rene@bdb.co.uk www.bdb.co.uk @renepower
  24. 24. BDB tip: Review (and understand) each step of your sales process and create relevant tools to assist at each stage
  25. 25. Step six: Swim in the right waters
  26. 26. Face to face – trade shows rene@bdb.co.uk www.bdb.co.uk @renepower
  27. 27. Trade show checklist rene@bdb.co.uk www.bdb.co.uk @renepower
  28. 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. 29. Step seven: Create a digital footprint
  30. 30. Digital strategy
  31. 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. 32. Digital marketing examples rene@bdb.co.uk www.bdb.co.uk @renepower
  33. 33. BDB tip: Do your homework & purchase regional URLs for key countries you may move into in the future
  34. 34. Next steps rene@bdb.co.uk www.bdb.co.uk @renepower
  35. 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

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