Our presentation given at the International Trade Expo on 10-11 June 2014. Rene spoke about the challenges and opportunities presented by opening up your business to new markets. He offered seven key areas of focus to ensure the best chance of success.

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. Why BDB?
René Power
business development
and digital director
rene@bdb.co.uk www.bdb.co.uk @renepower

3. Routes to business growth
Existing products New products
rene@bdb.co.uk www.bdb.co.uk @renepower

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. Making export deals more likely
Knowledge
Insight
Audience
Watering
holes Contacts
Communication
Promotion
rene@bdb.co.uk www.bdb.co.uk @renepower

6. 7 steps to creating more export
deals
rene@bdb.co.uk www.bdb.co.uk @renepower

7. Throughout...
think watering holes

8. Step one: Knowledge
to make intelligent
solutions

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

11. Step two: Achieving
standout in
competitive markets

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

14. Step three: Creating
an expert profile

16. 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

17. Mapping content to needs

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

19. Step four: Generate
and handle enquiries

20. Lead generation
rene@bdb.co.uk www.bdb.co.uk @renepower

21. Lead generation
 Email newsletter text advertisement
 Whitepaper download
 530+ leads
 Targeted follow-up
rene@bdb.co.uk www.bdb.co.uk @renepower

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

23. Step five:
Facilitate helpful
sales support

24. Effective sales tools
rene@bdb.co.uk www.bdb.co.uk @renepower

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

26. Step six: Swim in the right waters

27. Face to face – trade shows
rene@bdb.co.uk www.bdb.co.uk @renepower

28. Trade show checklist
rene@bdb.co.uk www.bdb.co.uk @renepower

29. 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!

30. Step seven: Create
a digital footprint

31. Digital strategy

32. 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

33. Digital marketing examples
rene@bdb.co.uk www.bdb.co.uk @renepower

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

35. Next steps
rene@bdb.co.uk www.bdb.co.uk @renepower

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