Over the past 20 years, BDB has used a plethora of marketing communications techniques to help British, American and European exporters promote their goods and services around the world.
Time and again, the core techniques – media relations, exhibitions, digital marketing, collateral and advertising – have proven their value.
Best export marketing method number 1: media relations
Everyone knows that it’s a waste of time sending English language press material to local language trade press. So why do people still do it? And if the material has been translated, has it been checked – by you or your distributor? Does it still say what you want it to say, or has your distributor introduced its own messaging?
Although good, controlled translations are a fundamental need, international PR needs a lot more skill and expertise to achieve meaningful results. Make sure that your PR team/agency has researched the press thoroughly and knows who wants what information in which format. You can’t assume that the press in Germany works the same as the UK or US – it doesn’t. Ensure that editorial liaison is in the journalist’s language and you will be amazed at the opportunities to place technical and marketing features.
Want to keep PR budgets to a minimum? Consider using one – properly resourced and equipped – agency to cover both domestic and export marketing needs. Using one agency reduces duplication and overheads.
PR is just one technique for communicating with exporters. In my next blog, I reveal the second of the top five export marketing methods. Read it here.
