Export Communications Review UKTI funded support
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This document provides information about export communications reviews available through Export Communications Consultants. The reviews are conducted by consultants with international experience to help companies improve their communications with overseas clients. The reviews focus on areas like marketing materials, websites, and handling inquiries from other countries. They provide recommendations that can help companies increase their export sales. The reviews are subsidized by UKTI for eligible small and medium-sized companies.
Export Communications Review UKTI funded support
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- 2. Export Communications Review Improve your communications with global clients Norma Foster 15th June 2012 2
- 3. Export Communications Review Confidently and successfully trade with overseas customers without necessarily learning their language 3
- 4. Export Communications Review Aim • Improve business performance – Enquiries – Sales – Efficiency • Encourage companies to export more effectively through the development of an appropriate communications strategy • Prevent cultural and language barriers coming between companies and overseas business 4
- 5. Export Communications Consultants • Ten consultants deliver reviews in the UK • Selected – International experience – Language / exporting / SME knowledge – Sales, consultancy, analytical and interpersonal skills – Independence and impartiality • Trained – Two day workshop – Accompanied review – Development and training workshops 5
- 6. Reasons why companies want a review • Develop business in markets • Communicate successfully with thought too difficult export markets • Improve relationships with • Learn about prices, procedures and overseas customers suppliers • Increase export turnover • Improve performance of website • Handle enquiries from export • General Health Check markets 6
- 7. Trigger Points Entering new markets Especially those thought too difficult Launching new products/services Redoing their website Embarking upon trade show or mission Experiencing problems in a particular market 7
- 8. The consultant can focus upon certain export activity • Documentation and manuals, • International sales and invoicing catalogues and packaging for processes international audiences • Systems for handling foreign phone • Preparation for and representation calls and emails at an overseas trade show or • Training of overseas staff; exhibition language training needs in the • Preparation for a presentation to UK and recruitment of export staff an international audience • International website strategy • Improving relationships with • Presentation to an international overseas agents and distributors audience 8
- 9. What happens in a review Face to face meeting Analysis of strengths and weaknesses Practical recommendations to improve communications in export markets Providers and Costs of implementing 9
- 10. Recommendations • Promotional materials • Packaging and technical issues • Localisation and optimisation of Website • Distributor forums and newsletters • Cultural aspects • Telephone contact • Conduct of meetings/Use of interpreters • Handling foreign enquiries 10
- 11. Localisation and Optimisation of the web pages • “Customers are more likely to buy from a website in their own language.” (Source IDC) • “Visitors stay twice as long if a website is in their own language.” (Source Forrester Research) 11
- 12. Website ECR • Does your website generate export business for you? • Does website attract international customers? • Do international visitors understand your offering? • Is the site optimised for searches conducted abroad? • Is social and business networking working for you abroad? • Can you answer foreign language enquiries arising? 12
- 13. Website ECR The website review will examine • International content • Site set up and management • Design, structure and navigation • Translation and localisation • Promotion of the international pages • Monitoring of performance • Communication issues arising • Web presence 13
- 16. What they say… “We have increased the international traffic to our website by 348% in the first month following the Website Review” (Rita Callender, Director, Environmental Academy) www.environmental-academy.com 16
- 17. What they say… “The recommendations are superb and extremely helpful as we look to internationalise Pical services and develop our online communication strategy……………..good export communications will certainly support Pical’s growth plans.” (Sarah Ainslie, Director, Pical Public Affairs CIC) www.pical.org 17
- 18. What they say… “The review was circulated within Hart Door Systems and the responses were all positive - all feel it was very worthwhile. I do think for small SME’s such as ours the ECR is a good idea” (Alan Richardson, Contracts Hart Door Systems - Dubai Metro Project Manager, Hart Door Systems) www.hartdoors.com World Class Project 18
- 19. What they say… “Our website customer feedback has been great regarding the changes we made to the layout and we have definitely had a positive improvement in turnover and volume of people coming to our website in each country as a result. I would highly recommend the ECR”. (Ann-Maree Morrison, Director, Labels 4 Kids) www.labels4kids.com “Because Kids Lose Stuff” 19
- 20. What they say… “One key benefit of the way the review is structured is that it is easy to select and implement individual recommendations whilst leaving others for the most appropriate stage in our development.” (Peter Fraser, Director, Mandos) www.mandos.com Business Process Mapping 20
- 21. What they say… “The recommendations on social networking with Facebook and LinkedIn were fantastic and I am in discussion groups about golf and travel on a daily basis which has helped to boost our reputation.” (Howard Morris, CEO, Executive Golf Tours) www.execgolftours.com 25 years organising golf tours and events 21
- 22. What they say… • “We have seen 23% growth in website export sales since the review and are far more aware of how to communicate with export enquiries and maintain relationships ......have one of the UKTI communications experts spend time with you - you won’t regret it, and hopefully it will help increase your international sales.” (Leona McDonald, General Manager, Sharpham Park) www.sharphampark.com Pure, organic, British grown spelt 22
- 23. What they say… “60% of exporters using this service claimed to have improved business – an average increase of £100k for all companies reviewed.” (Source: UKTI’s survey of users) 23
- 24. Quality Assurance • All reports are read and approved • Accreditation and Registration of Consultants • Two workshops per annum for all consultants • National Business to Business Centre 24
- 25. UKTI subsidy • A company can have any number of reviews. • Each review can focus on a different area of communication. • Preparing for exhibition or overseas trip • Marketing materials • Handling enquiries • Website… • Eligible companies can receive a 50% subsidy from UKTI for up to three reviews. 25
- 26. Eligibility criteria • Fewer than 250 employees • Trading for at least two years • Currently exporting • Have plans for exporting 26
- 27. How to apply by email info@ukecr.co.uk on-line application form on www.ukti.gov.uk/ecr Norma Foster 15th June 2012 27
- 28. Your Local ECR Consultant Norma Foster Norma Foster Limited Email: norma@normafoster.com Tel. ++44 (0)191 – 404 7090 From 1st July 2012 / Tel. ++44 (0)191 – 495 6245 Mob. ++44 (0)7771 - 66 40 41 www.linkedin.com/in/normafoster Norma Foster 15th June 2012 28
- 29. Export Communications Review Thank you Norma Foster 15th June 2012 29
Editor's Notes
- #25: nB2Bc checks our guides and template for the website review