Global Business Perspectives

Just as with a local/domestic marketing campaign, building an international marketing or PR campaign is not easy, inexpensive or quick but a well thought out strategy and executed plan could make all the difference between success or failure.  1.  Ensure your local and national marketing is on target and that you can handle another strategy in the mix.  Be sure you have focused on the competition that exists in your home market first. 

2.  Do your homework, and determine which country or market would be best for your product or service.  This may include working with an agency in the market you want to enter.  As with any marketing strategy it is imperative to know your target market.  You can approach this as a waterfall strategy by choosing one market at a time or as a sprinkler strategy by entering multiple markets simultaneously. 

3.  Check out your competition.  What are the competitive drivers in the new market(s).  Know your battleground. 

4.  Does it make sense to find a local partner that the new market(s).  Maybe there is a partner in-country that you can piggy back your product onto theirs.  Enter these partnership with due diligence. 

5.  Translate and localize your website/marketing materials for your target market/country.  This means using a reputable translator with subject matter expertise not via a machine or software like Babelfish.  You do not want to make the same mistake of the Chevy “Nova”, which means no go in Spanish.    Remember even in English-speaking countries there are a number of differences.  Use of visuals can be very powerful in international marketing they may transcend cultural differences and help compensate for language barriers.  Be sure to note that most of the world functions in the metrics system when dealing with measurements as well.  In addition there may be regulations for each market that require certain adaptations to your packaging etc.  Studies have shown that people are 40% more apt to purchase from companies who translate their marketing materials.

6.  Use international press to your advantage.  By generating press here locally in the U.S., these articles are available worldwide through the Internet globally.  However, if you can get press in the market you want to enter, that would be VERY powerful in building credibility and recognition.  An international PR agency may be able to help you raise visibility within your target market.

7.  Use global trade shows (focusing on the most important one in your industry) and events to promote your company as these events attract a captive audience which includes potential customers, industry analysts and international press.  Be sure to arrange briefings with the media and analysts - you don’t even have to have a booth to do this successfully.

8.  Speak at international events.  This is an excellent way to share your story.  Be sure to speak with conference organizers several months to a year in advance to be included on the schedule which includes lots of promotion.  A steady stream of speaking engagements around the world at key events will help your company’s exposure.

9.  Hosting your own event might be a bit more costly but if done well would be a feather in your cap.  A cocktail reception,or  luncheon with selected highly respected industry influencers allows you to foster and nurture relationships in a more informal setting.

10.  Ensure that all of your marketing materials are saying the same thing to your target market.  A consistency in marketing and PR will insure that your messaging and positioning are synergistic across all your communication channels. 

Going global is not a matter of flipping a switch but a matter of evolving and expanding.   

Happy Marketing!