Promotional options, some of which you can implement from New Zealand, are outlined below.
Web promotion
With a vast reach, a website is potentially your most versatile offshore promotional tool. It allows you to promote directly to your primary export target market without having to leave New Zealand. If need be you can tailor sections of your site to appeal to different target audiences.
Many businesses overcome language barriers by having their website content translated into the target market's relevant language. If budget is a factor, consider producing a translated version of your website which only contains key information.
Online marketing
A great website is useless if people can't find it. Does your website appear on the first few pages when you do a search in google using keywords or keyword phrases relevant to your business? Unless you have a good understanding of google adwords and Search Engine Optimisation (SEO), engage a professional online marketing agency
Online directories
Many online directories provide a free service. Search for ‘online directories’ and the country name, then add your listing to those that best reflect your target market.
Some industry associations, chambers of commerce or other business membership organisations offer directory listings to members.
Specialist sites
Industry websites can provide a great platform for free exposure. Online editors often seek fresh content, so if you can offer specialist knowledge or industry insight, consider writing ‘tips’ or ‘articles’ free of charge to raise your profile.
Social media and blogs
Online social media is helping business connect to their customers in new ways. Services like Facebook and Twitter allow the quick broadcasting of company information and updates to interested customers. Once a member of a network, you need to take the time to make regular updates and join relevant groups. Following carefully selected Twitter feeds can help expand your network and keep up-to-date with country and industry trends.
Dependant on your product, consider writing a blog about you, your company and the product (remembering the brand that you are looking to portray).
Market visits
Despite the power of the internet, the most effective way to understand and do business is face-to-face. Just turning up gives you and your company additional credibility. It is likely to take a number of visits to establish your and your company as ‘serious’ about the market.
Business practices and cultural customs vary from country to country. To make a good impression and avoid offending people, always research cultural norms and accepted business practices before you leave home. If English is not the first language of the country you are visiting, consider learning some simple greetings and hiring an interpreter.
Keep your overall objectives in mind when planning your trip. Planning your itinerary and organising appointments in advance will help you make the most of your time.
Referrals
Even if you are new to a particular market, you may have suppliers, clients or other business contacts who already export there. If so, ask if they would be willing to introduce you to people who may be able to assist you with referrals.
Trade fairs
Some international fairs have immense importance as industry or sector gatherings. They can be important for establishing credibility, identifying trends, and for major launches or order confirmations.
Research any trade fairs carefully before visiting or committing to exhibit. Find out who visits, who exhibits, how representative the fair is of the market, and how it is rated by other participants. Then refer back to your overall aims and select the fair that best suits your promotional objective.
It may also be useful to discuss potential attendance at shows with your contacts in the market and with New Zealand Trade and Enterprise. There may be others wanting to collaborate with you or, if exhibiting, you may be able to book space in a New Zealand branded pavilion.
Download our guide to ensuring success at trade shows.
Conferences
Conferences can be an effective way to meet potential suppliers, distributors or clients.
As with trade fairs, do your research before sending away your registration. Check who the keynote speakers are and, if possible, where the delegates will be coming from. Enquire if there are any speaking slots available for you to give a presentation.
Search online for conferences by industry or country, or visit conference directories for suitable opportunities.
In-market promotions
In-market promotions allow potential customers to see a product in use, and even try it out for themselves. Such promotions may draw on point-of-sale material, sampling or tasting, competitions or other activities linked by some action or advertising.
Seek the advice of your agent or distributor on appropriate and effective promotional tools.
Public relations
Media advertising is generally expensive anywhere in the world. Before booking an expensive advertising campaign look for alternative methods of publicity such as public relations (PR). Press releases sent to industry journals, targeted media or press release portals can be a cost effective and effective way of getting publicity.
Specialist trade publications often have a section profiling new and unusual products. If your product is particularly innovative or has a novel angle, approach the editorial staff of these publications to see if you can gain some free editorial coverage.
Also consider sponsoring or supporting local causes to gain media exposure. PR should be timed around other events, such as one of your market visits and trade shows you are attending.
If you have the budget, appointing a public relations agency in your market can be worthwhile. Check that your prospective partners have good media contacts.
The direct approach
The direct approach or personal contact can generate sales. If you are short of leads, try cold calling selected companies to identify the decision maker or relevant person for a direct mail letter.
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