Going global: 7 steps to better international B2B marketing campaigns
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The document provides 7 steps for effective international B2B marketing campaigns: 1) Conduct market research, 2) Develop branding and advertising, 3) Engage in public relations activities, 4) Generate leads, 5) Use effective sales tools, 6) Attend trade shows, and 7) Implement digital marketing strategies. It emphasizes the importance of understanding local markets, translating messaging appropriately, and having a multichannel approach for brand awareness, lead generation, and sales. Tips include regularly updating research, reviewing sales processes, and planning all aspects of trade show participation.
Going global: 7 steps to better international B2B marketing campaigns
- 1. Going global: 7 steps to better international b2b marketing campaigns Louise Reid www.bdb.co.uk client services director, BDB @bdbmarketing
- 2. 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 markets Louise Reid Client services director + head of Asia louise@bdb.co.uk www.bdb.co.uk @bdbmarketing
- 3. You have arrived! Once you have dealt with: – Selecting new market – Research – Business case – Operations + logistics – Investment – Set-up.... Then.... SHOUT ABOUT IT!
- 4. 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
- 5. 1. Market research BDB tip: use publisher database until you build up your own
- 6. Messaging 6 steps to getting your messaging right:
- 7. Messaging Focusing on the right message – Safety?
- 8. 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
- 9. 2. Branding and advertising BDB tip: repeat research regularly to track / anticipate market changes
- 10. Branding and advertising YYoouurr b brraanndd
- 12. 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
- 13. PR – raising your profile What makes a story? IInnvveessttmmeenntt
- 14. 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
- 15. Lead generation Email newsletter text advertisement Whitepaper download 530+ leads Targeted follow-up
- 16. 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
- 17. 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
- 18. Trade show checklist Stand space Stand / graphics Literature (languages?) Product demo / showcase Invites (customers, prospects and press) Manning staff Sponsorship / attendance Press packs – languages Press / customer event? Lead follow-up
- 19. 7. Digital marketing Regional pages and contact details Regional micro site Full site translation Multilingual SEO Campaign landing pages Consider content marketing + social media strategy BDB tip: purchase regional URLs for key countries you may move into in the future
- 21. What next? Download our free guide: www.bdb.co.uk Thank you
- 22. Image references www.theygsgroup.com (brand) www.slovonadnes.blogspot.com (arrivals) www.planthirecompanies.co.uk (digger) www.designyoutrust.com (click here)
Editor's Notes
- #3: B2B – various sectors Full service, media neutral Linguists in house and local team in Asia Will give a brief overview of what to consider when promoting your company in a new market. How much you focus on each step will depend on specifics of your situation. Broad guide. You can ask about any specifics after at stand G16
- #4: Creating a profile and reputation in a new market needs planning and resource, doesn’t just happen
- #6: Before developing comms strategy + plan, need to research market – ie competitors, test out messaging Good to find out brand awareness (even if low) so you can see change after the activity – and track ROI Mix of primary and secondary research + quant + qual if poss, will depend on budget though
- #10: Branding – research will give you some insights into your branding strategy. Decide whether to keep existing company / prod brands or adapt / develop new ones Check re meanings of words, colours, iconography etc first Example of Ingredion in Chinese – had to be translated, whereas ‘Ingredion’ to be used in all other countries Advertising – length of copy when translated + media landscape – more digital than print – eg of Japan trade press in black and white! Simple single idea – building brand awareness
- #13: Russia – media space is all paid for Preference in some countries for content in 2 languages Influence of local media – story re investment etc positive Reuse / adapt content from other regions if appropriate
- #15: In a new mkt, important to build up a database of contacts / prospects Activity to generate leads. Provide something of value ie whitepaper / technical doc so they will give their contact details, then follow up well and regularly
- #16: Example Cost-effective Great way to build database
- #17: Easy to adapt and translate and update Less bumpf to carry around
- #21: English, French, Chinese, Spanish, Arabic www.atgaccess.com