KEY POINTS TO MARKETING

INTERNATIONALLY

Global Opportunities Conference

Appalachian State University

April 1st, 2011

International G.O.A.L.S- grace.goals@gmail.com

Why Market Internationally?

FACTS:

• The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows

• International trade is booming and accounts for 25% of U.S. GDP

• Global competition is intensifying

• Globalization is here now and in the future

International G.O.A.L.S- grace.goals@gmail.com

Why Market Internationally?

• To grow revenues by expanding beyond any existing domestic market

• To leverage the current growth of many foreign economies • To diversify business opportunities and increase client base• To tap into foreign markets with higher profit margins• To capitalize on efficiencies available to assist in

exports/imports• To gain access to new markets and innovative business

models

International G.O.A.L.S- grace.goals@gmail.com

Developing A Global Mindset

• Learn, understand and adapt to regional and cultural differences

• Keep up with current global trends, news and worldwide events

• Access business environment to analyze consumer demand

• Follow local exchange rates to determine competitiveness

• Research possible market entry restrictions and regulations

• Be ready to become flexible to accommodate new markets

International G.O.A.L.S- grace.goals@gmail.com

Marketing Internationally

Developing A Market Strategy

– Who is your target audience?– What is your market potential?– How will you reach them?– How will it vary by market/country? – What is your key message and selling point?– What is your timeline period to measure success?

International G.O.A.L.S- grace.goals@gmail.com

Marketing Internationally

Identifying Marketing Goals– What is your range of market penetration?– What is the key message you will deliver?– How will you highlight your competitive advantage?– How will you encourage call to action? – How will you measure marketing effectiveness?– How will you determine your ROI?

International G.O.A.L.S- grace.goals@gmail.com

Marketing Internationally

Launching A Marketing Campaign

– Determine marketing/promotional budget– Plan clear goals and milestones– Rely on surveys and market research– Select a marketing mix of multiple promotional vehicles– Compare and negotiate best rates/terms– Adapt and “localize” message to individual target

markets– Be aware of local laws and regulations

International G.O.A.L.S- grace.goals@gmail.com

Global Media Options

• Mobile Communications: The mobile phone market has seen exponential growth in recent years. 

• Internet: Internet use as a medium is replacing traditional media. Social media outlets are a driving force globally.

• Radio: Radio continues to fill an important niche as a source for entertainment and news.

• Television: Television remains a the dominant media format globally, leading all other media formats.

• Newspapers & Magazines: Despite a general decrease in circulation Newspapers and Magazines continue to be an important source of news and information.

                                               

  

International G.O.A.L.S- grace.goals@gmail.com

E-Commerce Globally

• By 2014, global ecommerce spending is projected to increase more than 90 percent.

• Although the US and Canada lead the world in ecommerce spending, other countries are are increasingly shopping online.

• A sizable portion of that growth is expected to come from Latin America, where the amount spent online is projected to more than double.

International G.O.A.L.S- grace.goals@gmail.com

E-Commerce

If these projections are accurate, annual ecommerce spending, in

billions for 2014 will be:• North America $202.8• Western Europe $166.5• Asia-Pacific $93.2• Latin America $27.1• Eastern Europe & Russia $27.0• Australia $4.9• Africa & The Middle East $3.0

International G.O.A.L.S- grace@gmail.comInternational G.O.A.L.S- grace.goals@gmail.com

Alternative Marketing Opportunities

Global Visibility & Market Penetration Through:

– Direct Marketing Vehicles– Trade Shows and Missions– Interviews & Focus Groups– Sponsorships– Involvement in industry trade

organizations– Use of government agencies

International G.O.A.L.S- grace.goals@gmail.com

Success in Marketing Internationally

• Determine and track metrics to adapt accordingly– Review actual sales results vs forecast– Review budget progression vs projected

• Measure ROI and Profitability

• 24/7 Commitment– Deliver product/service on a timely

and efficient manner – Provide excellence in customer support

mechanisms

• Market, Market, Market

International G.O.A.L.S- grace.goals@gmail.com

THANK YOU

Grace Palacios-WillCEO

International G.O.A.L.S. Global Outreach and Local Successes

Grace.goals@gmail.com

International G.O.A.L.S- grace.goals@gmail.com