Going global: 7 steps to better international b2b marketing campaigns

Louise Reid www.bdb.co.ukclient services director, BDB @bdbmarketing

Introducing 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 marketsLouise ReidClient services director + head of Asia

louise@bdb.co.uk www.bdb.co.uk @bdbmarketing

You have arrived! Once you have dealt with:

– Selecting new market– Research– Business case– Operations + logistics– Investment– Set-up....

Then.... SHOUT ABOUT IT!

7 steps to better export marketing

1. Market research

2. Branding and advertising

3. PR

4. Lead generation

5. Effective sales tools

6. Trade shows

7. Digital marketing

1. Market research

BDB tip: use publisher database until you build up your own

Messaging 6 steps to getting your messaging right:

Messaging Focusing on the right message

– Safety?

Messaging Perils of getting it wrong

Pepsico’s "Come Alive With Pepsi" ad was translated into Chinese as "Pepsi brings your ancestors back from the dead."

In Italy, a campaign for Schweppes tonic water was translated as toilet water

In Spain, Coors brewing company translated its slogan ‘turn it loose’ into Spanish and it read ‘suffer from diarrhoea’

Colgate introduced a toothpaste in France called Cue, the name of a notorious dirty magazine

2. Branding and advertising

BDB tip: repeat research regularly to track / anticipate market changes

Branding and advertising

Your brandYour brand

Branding and advertising

3. PR – raising your profile Generate news Train local, native/fluent media spokespeople Hold press event Understand differences in regional media Build + shape your reputation

PR – raising your profile What makes a story?

InvestmentInvestment

4. Lead generation Supports / stems from building awareness Traditionally, targeted DM Trade shows Advent of online...

– Text / banner advertising

– Whitepaper downloads– LinkedIn

BDB tip: have a system in place for regular, automated contact with contacts in your database to keep you front of mind

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

5. Effective sales tools Impactful printed tools Embrace technology

– Success story database– Interactive sales tool

BDB tip: review and understand each step of your sales process and create relevant tool to assist at each stage

6. Trade shows Be present at key regional shows No need to break the bank Pop-up systems Sponsorship Conference speaker opps Awards Networking

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

Trade show checklistStand spaceStand / graphicsLiterature (languages?)Product demo / showcaseInvites (customers, prospects

and press)Manning staffSponsorship / attendancePress packs – languages Press / customer event?Lead follow-up

7. Digital marketing

BDB tip: purchase regional URLs for key countries you may move into in the future

Regional pages and contact details

Regional micro site Full site translation Multilingual SEO Campaign landing pages Consider content marketing + social media strategy

Digital marketing example

What next?Download our free guide:

www.bdb.co.uk

Thank you

Image references www.theygsgroup.com (brand) www.slovonadnes.blogspot.com (arrivals) www.planthirecompanies.co.uk (digger) www.designyoutrust.com (click here)