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April 21
, 202
3
Logistics, Trade and Transportation
Symposium 2014
Pursuing a Global Marketing Strategy
Exporting for the Uninitiated
tidbits> The World is a BIG place with a BIG market
> It you can’t or haven’t sold here, there grass isn’t always greener on the other side …… of the ocean
> There is Good and Bad in exporting, know the difference
> Get into exporting for the right reason
> You can’t sell to “a market” you sell to people
> Business is done differently by country/region
• April 21, 2023
Understand Shoestring Strategy
> Understand where your product/service fits
>Not always easy
>Understand your potential CUSTOMER (market is a big word)
>Understand any regulatory compliance up front
>Understand localization and language issues,
>Did you know computer keyboards differ by country, language, and even regions?
• April 21, 2023
Be Known
> Strategies for affordable international advertising
>International press releases are well respected
>Serve as defacto hard and digital media advertising at fraction of cost
>Helps create a buzz, onshore and off shore
>Social media
>Tradeshows
>Business alliance(s)• April 21, 2023
Creating an International Buzz
> Develop and populate Social Media Presence, have both a corporate profile and a personal profile.
>Linked in
>Join Groups, whether tech groups, or market groups in Facebook and linked in.
>Post to blogs, OFTEN
>Join Technical support groups and participate OFTEN• April 21, 2023
Validate the Buzz
> At some point you HAVE to travel
>Make it painless, use your vacations or go for business and couple with a vacation
>Find, communicate, understand a trade association, THEN ask to VISIT/present at a local function. RELATIONSHIPS even more important internationally
>Find a local company/partner and attend a tradeshow, make sure you or your partner invites local targeted customers to visit you specifically. Have a meeting, lunch, whatever…. Different by country
• April 21, 2023
Have an Agenda
> Avoid Shotgun approach or destination vacation
> Competitive edge or cutting edge
> Protected IP Protected IP Protected IP Protected IP
> Use Export Assistance Resources, there are many:
> Trade.gov, Mississippi Development Authority, Mississippi District Export Council, Shippers, etc.
• April 21, 2023
The Good, Bad, and Outright Ugly
> Real World Experience
Great Britain (1), France (3), Switzerland(1), Spain(1), Japan(2), Singapore(1), Canada(5), Central America, and Brazil (2)
• April 21, 2023
The Good
> With each and every trip abroad we have an agenda, at least one action item that can be used to broaden market penetration at home. ….. A NEWSWORTHY event, an agreement, MOU, something that we can take away and use independent of the export agenda.
> We stay an extra weekend and try to befriend an executive or someone who will “show us around” their town, their office, etc. Not hard to find, builds relationships on a personal level.
• April 21, 2023
The Bad
> You can’t have a handshake deal
> You can’t routinely go to someone's office to call them on account
> You will have a hard time “validating” anything from sales to progress
> Many international partnerships require exclusivity, this is common except North America, Pick Wisely
• April 21, 2023
The Outright Ugly
> IP is hard to enforce
> We have had ideas …. Co-opted?
> We have had non-performing sales agreements
> We have agreed to exclusive agreements only to have the partner violate that agreement, even if only subtly
> Hard to enforce fiscal agreements• April 21, 2023
Know the Country, Market, and their Values
> The World is a Big Place, the World Market is a Big Market – Unless you are Google or Microsoft or IBM, or similar, you have lots of work to create a known and trusted brand
> What sells for $50 in US market may only have a $30 value elsewhere
> Reseller agreement values vary by country, where in US a reseller may get 28 -35%, International Resellers may command upwards of 70% AND exclusivity• April 21, 2023
Concluding> Make sure your company is in a position to
Export, financial costs, legal costs, advertising, etc. It takes work, perhaps a whole new BD or sales person. International Sales are rarely a “part-time” effort
> Understand where your assistance resources are. The Federal, State, and even Local governments as well as non-profit centers all have export assistance, up to and including financial incentives to assist in international business. You will hear more on this from my colleagues today. • April 21, 2023
Craig Harvey Executive VP NVision Solutions
President Magnolia Business Alliance
> 228-242-0015 Office
> www.NVisionSolutions.com
> www.Magnolia-ba.biz• April 21, 2023