Introduction To Export Marketing
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21-Oct-2014 -
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Transcript of Introduction To Export Marketing
Export MarketingGetting the right message
to International Buyers
What do we hope to achieve?
The right message
The right place and
people
Toolbox of communication tools
Why is your message so important?
Your message
Why is your message so important?
Its the linchpin of all marketing activities
A good marketing message cuts through the clutter
A bad message wastes lots of money
Consistent repetition strengthens your message
What is your marketing message?
Your message
What is your marketing message? It’s not your mission statement
It’s not your vision statement
It’s not all about you (personally)
It’s not how long you have been in business
It’s not what we do/produce/make/sell
What is your marketing message?
It’s the compelling reason how you will help them solve their problem
Funnily enough, prospects really aren’t as interested in your business as they are their own problems
What’s in a marketing message?
Your message
What’s in a marketing message? A match to the wants and needs of the receiver
An attention grabber
How you can solve their problem
What’s in a marketing message? It promotes an emotional reaction
Why they should trust you
Why they should choose you over others in the market
How to create a marketing message?
Your message
Step One: Identify who we need to influence
Export Advisors/ Austrade
Importers (buyers)
End users (consumer)
Step 2: What problems does this target market experience?
Your message
PROBLEM
Suggested actions are not followed up in a timely manner
Advice is not followed
Opportunities missed
Export Advisors/Austrade
PAIN & SUFFERING
Frustration
Disillusion
Time wasting
Unmotivated
Your message
PROBLEM
I need products that are easy to sell, purchase. I don’t have time for suppliers that are not professional, who are unreliable and hard to deal with
Importers (buyers)
PAIN & SUFFERING
Frustration & disillusion
Time wasting/profit reduced
Unmotivated
Step 2: What problems does this target market experience?
Your message
PROBLEM
I need to make sure I can consistently supply product to my customers. Suppliers that are not financially stable may not be around for the next order
Importers (buyers)
PAIN & SUFFERING
Losing money and reputation
Anguish
Step 2: What problems does this target market experience?
Your message
PROBLEM
I understand my market best – I need suppliers who are flexible to tailor their product to meet market requirements
Importers (buyers)
PAIN & SUFFERING
Product won’t sell, I will loose money and reputation trying to sell this product
Step 2: What problems does this target market experience?
Your message
What need do they want to satisfy?
How do they feel when they have this need?
How can you make their lives easier?
End users (consumers)
Step 2: What problems does this target market experience?
Your message
Changing what they are currently using/doing takes effort
Something new is hard to use.
Something new is scary/frightening
End users (consumers)
Step 2: What problems does this target market experience?
Your message
FEEL THE PAIN
People won’t lift a finger until they feel the pain. Remind them and make them feel the pain!
PRESENT THE SOLUTION
Present your solution as a simple cure for all the pain and suffering your market is feeling as a result of their problem
Step 3: What are the solutions you give to your targets problems?
Your message
IDENTIFY THE BENEFITS
Identify all the benefits of your solution that will help take away the pain and anguish
REMOVE THE RISK
Reverse any perceived risk that your prospect may have with taking advantage of using your solution
Make it easy as possible.
Step 3: What are the solutions you give to your targets problems?
Your message
PROVE TO THEM YOUR SOLUTION WORKS
Testimonials
What life was like before applying your solution
What life was like after applying your solution
Step 4: Present the results you’ve produced for others in the same situation
Your message
PROVE TO THEM YOUR SOLUTION WORKS
Case Studies
Problems faced – include financial implications
The solution proposed and the time it took to implement
Results - benefits achieved and in what time frame
Step 4: Present the results you’ve produced for others in the same situation
Your message
You need to communicate your differences! Some differences may include:
Resources
Capabilities
Flexibility
Professionalism
Product range/colours
Min order quantities
Step 5: Explain what makes you different from your competitors
Leadtimes
Product packaging
Added extras
Results
Reputation
Value
Spend time developing your
message it is worth it!
Your message
Getting your message to the market
Your message
Meetings
On-going relationship
s
Trade shows
Product
Written communicati
on
Communication ‘touch points’ to reach buyers
Written material toolkit
◦ Covering letter
◦ Business Card
◦ Company profile
◦ Product brochure
◦ Product specification
◦ Price list
◦ Website
Using written communication to communicate messages
Written communication
Covering letter
◦ Remind them of their pain
◦ Clear distinct points as to why they should:
Ask for further information
Contact you and arrange a meeting
Visit your stand/delegation
Buy product
Using written communication to communicate messages
Written communication
Business card
◦ Standard format 9cm x 5 cm
◦ Full details on reverse side in local language
◦ International contact details eg +61 2 986 7562
◦ Carry abundant supplies everywhere!
Using written communication to communicate messages
Written communication
Company profile – focus buyers
◦ Background/history
◦ Solutions provided
◦ Testimonials
◦ Product range
◦ Awards/results
◦ International contact details
Using written communication to communicate messages
Written communication
Brochure – focus consumers
◦ Replication of domestic brochure?
◦ Short run digital printing
◦ Photography
◦ Contents Product details
Benefits/reasons to buy/why it will work/what problems it will solve
Product testimonials/case studies
Key advantage over competitors
International contact details
Using written communication to communicate messages
Written communication
Product specifications
◦ Size
◦ Weight
◦ Volume
◦ Shipping outer sizes
◦ Perishability
◦ Order lead time
◦ Min/max shipping quantities
Using written communication to communicate messages
Written communication
◦ Technical drawings
◦ Instructions
◦ Components
Using written communication to communicate messages
Written communication
Pricing
◦ Premium pricing
◦ Bonus packs
◦ Trading terms
◦ Volume discounts
◦ Agent/wholesale/retail price levels
◦ Price list
Using written communication to communicate messages
Written communication
Website
◦ Easy to read
◦ Easy to navigate
◦ Quick to download
◦ All links working
◦ Search engine optimisation
◦ Encourages the visitor to contact you
◦ Clear contact details
Your message
Meetings
On-going relationship
s
Trade shows
Product
Written communicati
on
Communication ‘touch points’ to reach buyers
Toolkit◦ Prepare, prepare, prepare◦ Objectives◦ Dress◦ Customs◦ Printed material◦ Follow uo
Trade shows
MeetingsUsing meetings to communicate your message
Prepare, prepare, prepare
◦ Determine meeting goals
◦ Gain as much information as you can about your prospect
◦ Think about what questions you will need to ask
◦ Be clear about your selling messages
◦ Research local customs
Trade shows
MeetingsUsing meetings to communicate your message
Personal presentation
◦ Be confident
◦ Be professional
◦ Be responsive
◦ Be polite
◦ Talk slowly & deliberately
◦ Dress appropriately (suit)
Trade shows
MeetingsUsing meetings to communicate your message
MeetingsUsing meetings to communicate your message
Non-verbal communication
◦ Communication = 25% words / 75% body language
◦ Includes facial expressions, eye contact, tone of voice, body posture and movement
◦ Research body language techniques
Printed material
◦ Develop a short presentation electronically or in a flip folder
◦ Product brochures
◦ Price list
◦ Business cards
◦ Shipping information
◦ Production lead times
Trade shows
MeetingsUsing meetings to communicate your message
Follow up◦ Imperative!
◦ Send follow up email within 48 hours confirming the main points of the meeting
◦ Schedule when you will make a call/send a follow up email.
Trade shows
MeetingsUsing meetings to communicate your message
Your message
Meetings
On-going relationship
s
Trade shows
Product
Written communicati
on
Communication ‘touch points’ to reach buyers
Tradeshow toolkit◦ Clear goals on what to
achieve◦ Pre-show & post-show
activity◦ Theme◦ Incentive to visit◦ Giveaways◦ Images◦ Follow up
Using trade shows to communicate your message
Trade shows
Clear goals on what you want to achieve eg:
◦ Meeting buyers
◦ Introducing new products
◦ Gaining post show meetings
◦ Finding distributors
◦ Meeting trade press
Using trade shows to communicate your message
Trade shows
Pre-show & post-show activity
◦ Contacting prospects to invite them to visit you
Benefit driven communication
Incentives
◦ Courting trade media to gain PR
◦ Following up leads and contacts made post-show
Using trade shows to communicate your message
Trade shows
Theme & images
Stand out
One-on –one interaction
A picture tells a thousand words
Activities, mini presentations
Script
Using trade shows to communicate your message
Trade shows
Incentive to visit Focus on new! Activities Real benefits Raffle Giveaways
Using trade shows to communicate your message
Trade shows
Your message
Meetings
On-going relationship
s
Trade shows
Product
Written communicati
on
Communication ‘touch points’ to reach buyers
Packaging
◦ Product history/story/benefits
◦ Colour – stand out on shelf
◦ Language & cultural considerations
◦ Legal regulations
◦ Instructions – visual on pack/in pack
◦ Suggested uses/serving suggestion
◦ Tag-line
Using your product to communicate messages
Product
Your message
Meetings
On-going relationship
s
Trade shows
Product
Written communicati
on
Communication ‘touch points’ to reach buyers
Marketing toolbox
◦ Samples
◦ Volume discounts
◦ Brochures/flyers/ instructions
◦ DVD
◦ Powerpoint
◦ Photography
On-going relationships
Communicating messages in on-going relationships
◦ Point of purchase materials
◦ Market visits/events
◦ Co-operative advertising
◦ Publicity & PR
◦ Social media
◦ Tradeshows
When you get in contact◦ Quick response◦ Be pro-active◦ Remember – what’s in it for them?◦ Ensure you have something new to discuss with
each contact◦ Consider new product development program
Planning meetings/market visits
On-going relationships
Communicating messages in on-going relationships
So how do you reach buyers?
The right message
The right place and
people
Toolbox of communication tools
‘Maximise the effectiveness of your precious marketing spend’
“Australian Marketing Institute national Marketing Innovation award 2004 - Vittoria Coffee“
Principal Samantha Hain, B Com (UNSW)
Certified practicing marketer with the Australian Marketing institute
Broad range of industry experience with a focus on Food, Beverage and agriculture
Principles of entrepreneurship, results & value, solutions focus, working as a team with clients and making your money work as hard as it possibly can!
Thankyou!
Regional Integrated Marketing PO Box 301 Orange NSW 2800
Australiawww.rimarketing.com.au