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Norma Foster 15th June 2012 2

Export Communications ReviewImprove your communications with global clients

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Export Communications ReviewConfidently and successfully trade with overseas customers without necessarily learning their language

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Export Communications ReviewAim

• 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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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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Reasons why companies want a review

• Develop business in markets thought too difficult

• Improve relationships with overseas customers

• Increase export turnover

• Handle enquiries from export markets

• Communicate successfully with export markets

• Learn about prices, procedures and suppliers

• Improve performance of website

• General Health Check

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Trigger Points

Entering new markets

Especially those thought too difficult

Launching new products/services

Redoing their website

Embarking upon trade show or mission

Experiencing problems in a particular market

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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

• 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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What happens in a review

Face to face meeting

Analysis of strengths and weaknesses

Practical recommendations to improve communications in export markets

Providers and Costs of implementing

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Recommendations

• Promotional materials

• Packaging and technical issues

• Localisation and optimisation of Website

• Distributor forums and newsletters

• Cultural aspects

• Telephone contact

• Conduct of meetings/Use of interpreters

• Handling foreign enquiries

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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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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 arising?

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Website ECRThe 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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Good practice examples

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Good practice examples

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What they say…

“We have increased the international traffic to our website by 348% in the first month following the Website Review” (Rita Callender, Director, Environmental Academy)

www.environmental-academy.com

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What they say…

“The recommendations are superb and extremely helpful as we look to internationalise Pical services and develop our online communication strategy……………..good export communications will certainly support Pical’s growth plans.” (Sarah Ainslie, Director, Pical Public Affairs CIC)

www.pical.org

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What they say…

“The review was circulated within Hart Door Systems and the responses were all positive - all feel it was very worthwhile. I do think for small SME’s such as ours the ECR is a good idea”

(Alan Richardson, Contracts Manager, Hart Door Systems)

www.hartdoors.com World Class Project

Hart Door Systems - Dubai Metro Project

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What they say…

“Our website customer feedback has been great regarding the changes we made to the layout and we have definitely had a positive improvement in turnover and volume of people coming to our website in each country as a result.  I would highly recommend the ECR”. (Ann-Maree Morrison, Director, Labels 4 Kids)

www.labels4kids.com “Because Kids Lose Stuff”

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What they say…

“One key benefit of the way the review is structured is that it is easy to select and implement individual recommendations whilst leaving others for the most appropriate stage in our development.”

(Peter Fraser, Director, Mandos)

www.mandos.com Business Process Mapping

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What they say…

“The recommendations on social networking with Facebook and LinkedIn were fantastic and I am in discussion groups about golf and travel on a daily basis which has helped to boost our reputation.”

(Howard Morris, CEO, Executive Golf Tours)

www.execgolftours.com 25 years organising golf tours and events

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What they say…

• “We have seen 23% growth in website export sales since the review and are far more aware of how to communicate with export enquiries and maintain relationships ......have one of the UKTI communications experts spend time with you - you won’t regret it, and hopefully it will help increase your international sales.” (Leona McDonald, General Manager, Sharpham Park)

www.sharphampark.com

Pure, organic, British grown spelt

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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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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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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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Eligibility criteria

• Fewer than 250 employees

• Trading for at least two years

• Currently exporting

• Have plans for exporting

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How to apply

by email

info@ukecr.co.uk

on-line application form on

www.ukti.gov.uk/ecr

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Your Local ECR Consultant

Norma FosterNorma Foster Limited

Email: norma@normafoster.com Tel. ++44 (0)191 – 404 7090

From 1st July 2012 / Tel. ++44 (0)191 – 495 6245

Mob. ++44 (0)7771 - 66 40 41www.linkedin.com/in/normafoster

Norma Foster 15th June 2012 29

Export Communications ReviewThank you