As the export manager, you are responsible for promoting your company abroad. By now you certainly know that it is through marketing a company reaches foreign markets and this can be done in many ways. Some of the widely used marketing channels include establishing personal contacts, placements in company publications and industry journals, and participation in networking events. All is good here, albeit with this basic approach so much is left behind. What is missing you can ask me? Gradation of the marketing playfield in four levels. Export marketing is done on four levels: personal, corporate, industry, and foreign country level. The following sections will provide more information on these four levels.
FOREIGN COUNTRY LEVEL
At this level, a company announces officially that it is entering a chosen foreign market. This is done thanks to a membership in a bilateral association and involvement in their programming, foreign press and media tours, and participation in bilateral trade missions where you have a chance to get connected with trade commissioners and other officials. The goal here is to build a community of like-minded people in a targeted country by remaining open and building an image of a conscious and caring company.
INDUSTRY LEVEL
To be successful in exporting, a company must understand how to lead the industry. Marketing research, SWOT analysis, and market analysis are starting points.
Marketing at the industry level is done through trade shows, strategic partnerships, and joint R&D programs. Trade shows allow companies to meet and discuss common issues with foreign businesses and also to stay up-to-date on the latest trends and developments in the industry. Strategic partnerships are advantageous for a company in the sense that there’s always a chance to improve business processes or reach out to a potential clientele. Put it simply, you should do everything to show your partners and competitors that you do have money and you came to stay in the foreign market as compared to making quick money and leaving. With this approach be sure they will follow you.
CORPORATE LEVEL
Additionally, an exporting company should use its resources to create a brand voice, social impact abroad, and educational content. Who will ever welcome yet another money-hungry business? Western foreigners greet a mission-driven business, one that knows how to respond to sustainable development issues.
PERSONAL LEVEL
As international marketing is very much based on relationships an export manager needs to take care of her/his image and personality as well to build and maintain good relations with foreign colleagues, partners, and clients. After all, you are a representative of the company and in your position, you come to the point when your corporate culture becomes the culture of the company and vice versa. Do you have any corporate culture in place? What personal skills do you keep developing? What tools do you use to build trust with your foreign colleagues and clients and maintain good relations with them?
After all, businesses that rely solemnly on outbound marketing (when the company always initiates the contact, such as through advertising or sales calls) struggle to get sales abroad, because it takes a reason for a buyer to find you and come to you. Inbound marketing (when customers or prospects reach out to the company, such as through a company website or social media) does just that for the company.
Once an export manager understands the differences between export marketing channels it becomes much easier to develop export sales abroad.