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

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

Why BDB?
René Power
business development
and digital director

Routes to business growth
Existing products New products

Scale of the opportunity
Source:
http://www.theguardian.com/news/datablog/2010/feb/24/uk-trade-exports-imports

Making export deals more likely
Knowledge
Insight
Audience
Watering
holes Contacts
Communication
Promotion

7 steps to creating more export
deals

Throughout...
think watering holes

Step one: Knowledge
to make intelligent
solutions

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

BDB tip: Tap into publisher
databases to create insight (+
your own ‘opted in’ data set)

Step two: Achieving
standout in
competitive markets

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

BDB tip: A/B split test everything
& ask for feedback regularly to
track and anticipate market
changes

Step three: Creating
an expert profile

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

BDB tip: Define who reads
/values what & what you want
your content to achieve –
educate, entertain, persuade,
convert

Step four: Generate
and handle enquiries

Lead generation

Lead generation
 Email newsletter text advertisement
 Whitepaper download
 530+ leads
 Targeted follow-up

BDB tip: Create a system to
create meaningful and frequent
touch points & capture data

Step five:
Facilitate helpful
sales support

Effective sales tools

BDB tip: Review (and
understand) each step of your
sales process and create relevant
tools to assist at each stage

Step six: Swim in the right waters

Face to face – trade shows

Trade show checklist

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!

Step seven: Create
a digital footprint

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

Digital marketing examples

BDB tip: Do your homework &
purchase regional URLs for key
countries you may move into in
the future

Next steps

What next?
Download our free guide:
Visit www.bdb.co.uk
Thank you for listening

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

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