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Global Trade Management
College of Business, University of Northern Iowa 1
International Advertising,International Advertising,
Public Relations,Public Relations,Trade Missions/ShowsTrade Missions/Shows
World Trade PracticesWorld Trade PracticesChapter 19Chapter 19
WTP-Chris Schrage
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International AdvertisingInternational Advertising
Modifications to domestic Modifications to domestic AdvertisingAdvertising
Modifications to marketing Modifications to marketing materialsmaterials
Direct international Direct international advertisingadvertising
Placing international Placing international advertisingadvertising
International Ad copyInternational Ad copy
Cooperative advertisingCooperative advertising
WTP-Chris Schrage
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GuidelinesGuidelines
CoCo--op rateop rate
Match requirementMatch requirement
Allowable expensesAllowable expenses
Claim processClaim process
Global Trade Management
College of Business, University of Northern Iowa 2
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International Public RelationsInternational Public Relations
Meet with international editorial Meet with international editorial staffstaff
Plan public relations eventsPlan public relations events
Press releasesPress releases
Global consistencyGlobal consistency
Dealing with problemsDealing with problems
Editorial vs. advertising staffEditorial vs. advertising staff
ONE VOICE, ONE ONE VOICE, ONE
IMAGE… ONE BRANDIMAGE… ONE BRAND
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AnheuserAnheuser--BuschBuschBrand Development BasicsBrand Development Basics
RightRight
ProductProduct
RightRight
ImageImage
Right Right
ProfitProfit
Right Right
DistributionDistribution
MotivatedPeople
& Partners
Revenue& Cost
Management
New BrandsQuality Control
PromotionAdvertisingPackaging
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Brand successBrand success
Establish Global Brand GuidelinesEstablish Global Brand Guidelines
Help international reps Help international reps –– Advertising goalsAdvertising goals
–– PR goalsPR goals
Ed Farley, VP International Marketing
Anheuser-Busch
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AnheuserAnheuser--BuschBusch
Global Advertising StrategyGlobal Advertising Strategy–– Contemporary RelevanceContemporary Relevance
•• SPEAKS TO “Consumer’s Heart”SPEAKS TO “Consumer’s Heart”
•• Knows my languageKnows my language-- relevant to my relevant to my lifestylelifestyle
–– Brand QualityBrand Quality•• SPEAKS TO “Consumer’s Head”SPEAKS TO “Consumer’s Head”
•• Value perceptionValue perception
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For Global PositioningFor Global Positioning
Miller Time is the “MILLER WAY”Miller Time is the “MILLER WAY”Rooted in the “urban cool” mindset
Globalmiller.com website
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Trade Missions~Trade ShowsTrade Missions~Trade Shows
Which is best???Which is best???
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Trade MissionTrade Mission
VerticalVertical–– Industry specificIndustry specific
HorizontalHorizontal–– Region specificRegion specific
Why participate?Why participate?–– ExposureExposure
–– Cost savingsCost savings
–– HandsHands--on learningon learning
ParticipateParticipate–– New market entryNew market entry
–– Support existing Support existing activitiesactivities
–– NetworkingNetworking
–– Just entering Just entering international international business business
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Deciding on a Trade MissionDeciding on a Trade Mission
Right missionRight mission–– Right timeRight time
CostCost
Right showRight show
Last minute Last minute opportunitiesopportunities
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International Trade ShowsInternational Trade Shows
Held domestically or internationallyHeld domestically or internationallySome are ongoingSome are ongoing–– BrazilBrazil-- computerscomputers
AttendanceAttendance–– ExhibitorExhibitor–– VisitorVisitor
VerticalVerticalHorizontalHorizontal
WTP-Chris Schrage
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Trade Show TipsTrade Show TipsPlan aheadPlan ahead
PavilionsPavilions
Language issuesLanguage issues
Visual AidsVisual Aids–– EXTREMELY EXTREMELY
IMPORTANTIMPORTANT
Marketing MaterialsMarketing Materials
Potential buyer databasePotential buyer database
Business cardsBusiness cards
PricingPricing
FollowFollow--up dataup data
ATA CarnetsATA Carnets–– Passport for display itemsPassport for display items
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MaterialsMaterials