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Going global: 7 steps to better international B2B marketing campaigns
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Transcript of Going global: 7 steps to better international B2B marketing campaigns
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
[email protected] 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)