Once you have selected appropriate markets and set up a presence and infrastructure in those markets, telling the world you are there so that you have every chance at success is absolutely critical.
Marketing is therefore a key element of successfully selling overseas and here are our top tips to ensure success.
To be effective your marketing strategy should be tailored to each target market.
You'll need to appreciate the traditions, culture and legislation of the countries you are trading with to exploit your exporting efforts. Customisation of your marketing activities is essential if there are cultural differences affecting the consumption of your product.
Visiting the market is an invaluable part of trading internationally. You will experience the marketplace first-hand, and make the contacts necessary to do business. Attending overseas events, such as trade fairs, or participating in a trade mission can be great ways to test markets, attract customers, appoint agents or distributors and make sales. You’ll also be able to discover any cultural differences first hand.
Branding and advertising
It is advisable to think about any language or cultural reasons for keeping or changing your brand / brands in new markets and look into any legal and regulatory constraints.
Marketing texts, such as slogans, do not always sound good when simply translated. Localisation can capture the persuasive and emotive spirit of the original marketing copy.
Localising images and design is as important as translating your marketing messages. However, keeping your branding consistent is essential, just think of Coca-Cola and Nike and how well recognised they are across the globe.
A concerted effort to provide news and content to the press will ensure your reputation is built and enhanced in any new market.
If you decide to translate articles that have been developed for your domestic market, make sure that you adapt them before translating to include relevant market specific information and to meet the stylistic needs of the regional press.
If you decide to exhibit at a trade show, think creatively about the stand you develop. A modular kit that can be easily adapted and reused will save money and increase the value of your investment.
Pop-up and pull up graphics that you can assemble yourself could save you a lot of money and still be impactful and attractive.There are other ways of being present at a trade show without having to exhibit. Consider hosting an event or taking up some targeted sponsorship opportunities.
It is important to consider translating key pages of your website or developing regional microsites or campaign landing pages to show your commitment to a new region. Optimising your site for regional search is critical.
Measuring and Tracking
Don’t forget to measure the ROI from your marketing campaigns. Reviewing and analysing what worked and what didn’t work will mean you will be able to develop strategies and plans that will drive continuous success.
Need help with an exporting issue?
IOE&IT members get FREE access to our Technical Helpline for help with any export issues you come across.