Export deals: 7 steps to international promotion for West Wales Export Assoc

I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Presentation to: www.bdb.co.uk
Making an export deal
more likely
West Wales Export Association – Tuesday13th May 2014
7 steps to promoting yourself more
effectively in international markets
rene@bdb.co.uk www.bdb.co.uk @renepower

Why BDB?
 BDB – independent, full service, industrial
marketing communications agency
Active in 25+ countries
Winner of 2011 Queen’s Award for
 Enterprise for International Trade
85% of work international
Help businesses grow and develop
export markets
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

The reality of international trade

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

7 steps to creating more export
deals
1. Insightful market research
2. Unique branding positioning
3. Helpful PR & content
4. Qualified lead nurture
5. Effective sales tools
6. Trade shows (face-to-face)
7. Digital marketing

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: Use publisher databases
to create 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: 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: Set clear content goals
to evaluate against

Step four: Generate
and handle enquiries

Lead generation
 Supports / stems from building awareness
 Traditionally, targeted DM
 Trade shows
 Advent of online...
– Text / banner advertising
– Whitepaper downloads
– Blogging
– Social media

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

BDB tip: Create a system to
immediately capture contact data
and create meaningful and
frequent touchpoints

Step five:
Facilitate helpful
sales support

Effective sales tools
 A great salesperson needs great
tools
 Regional relevance is key
 ‘Transcreate’ – adapt, THEN
translate
 What works in one region may
not in another
 Seek regular input and feedback
from sales teams
 Embrace technology
– Success story database
– Interactive sales tool
 iPad app and widget for PC
 Lead capture mechanism included
 Search function
 PDF downloads

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
 Be present at key
regional shows
 No need to break the
bank
 Pop-up systems
 Sponsorship
 Conference speaker
opportunities
 Awards
 Networking

Trade show checklist
 Stand space
 Stand / graphics
 Literature (languages?)
 Product demo / showcase
 Invites (customers,
prospects and press)
 Manning staff
 Sponsorship / attendance
 Press packs – languages
 Press / customer event?
 Lead follow-up

BDB tip: It’s all in the planning –
put a multi-functional team
together to plan every aspect of
the show

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: Purchase regional URLs
for key countries you may move
into in the future

Next steps
Arrange a visit, trade mission or use UKTI OMIS
reporting service
Develop real brand differentiation
Build credibility and expertise with PR
Strengthen relationships with ‘opt in’ direct
communication
Develop sales tools that help customer see the
benefit and make selling easier
Use tradeshows for research and networking
Create an online home and online hub for your
business

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

Export deals: 7 steps to international promotion for West Wales Export Assoc

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Export deals: 7 steps to international promotion for West Wales Export Assoc