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