When mapping out your international marketing strategy, you must consider, and account for, the following activities:
Areas to think about here include market research, analysis of local competitors, local rules and regulations, and labelling and packaging requirements.
Depending on where you’re planning to export your goods, there is likely to be an element of product development and/or adaptation required, or at the very least your packaging will need to be changed to meet compliance rules.
How should you price your product? Who is your target demographic? Do you need to incorporate costs for logistics, intermediaries, certificates, etc?
Answering these questions early will help you to adapt your marketing strategy to appeal to the right consumer base. If you’re going to position your products as being either premium or affordable, then your marketing message and branding need to reflect this.
As previously mentioned, branding is incredibly important when it comes to entering new markets. You need to do your research and identify where your brand best fits in the landscape of your target market.
Culture is key here as you may have to make quite a few changes to your existing branding, marketing collateral, and messaging in order to succeed overseas. Think about colours, fonts, imagery, language, icons, etc. as these details have known to make or break brands in new territories.
For most brands embarking on their export journey, they don’t have a physical presence outside of their domestic market. This means the growth of the brand relies on a strong position online.
A localised website is very attractive to your international customers, as well as a presence on social media, as this helps them to build trust in your brand.