The document discusses Export Communications Reviews, which are consultations provided by experts to help small-to-medium sized businesses improve their communications strategies for exporting. Ten consultants conduct in-person reviews, analyzing strengths/weaknesses and providing recommendations. Reviews focus on areas like marketing materials, websites, cultural factors, and more. Companies commonly seek reviews to enter new markets, launch products, or address issues. Reviews are subsidized by the UK government for eligible businesses and have helped many companies boost exports.

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2. Export Communications Review
Improve your communications with global clients
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3. Export Communications Review
Confidently and successfully trade with overseas customers without
necessarily learning their language
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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
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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
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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
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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
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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
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• 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
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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
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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
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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)
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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?
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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
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14. Good practice examples
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15. Good practice examples
11/12/2013
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16. What they say…
‘We have increased our international
business by 25% in the first month
following the Website Review’
(Powerbronze)
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17. What they say…
‘The improvements we made to our
communications have made us
more competitive’ (London College
of Professional Training)
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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)
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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)
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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)
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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
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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
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23. Eligibility criteria
• Fewer than 250 employees
• Trading for at least two years
• Currently exporting
• Have plans for exporting
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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
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25. Export Communications Review
Thank you for your attention
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26. Export Communications Review
QUESTIONS?
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