Export sales promotion Honduras november 2007 Wybren Bouwes

(Export) Marketing Mix Product Price PlacePromotion Promotion mix AdvertisingPersonal selling Sales promotionP.R. (Sales) Promotion mix Sales forceTradeConsumer/ promotionpromotioncustomer promotion

Export sales promotion will consume time and money, half of which productively 50%

1. Identify target group B2B Customers, consumers Distributive trade, intermediates Trade partners (importers, agents, brokers) Suppliers Facilitators (bankers, shippers) Opinion leaders, governments, trade associations Co-exporters, franchisor/-ee, licensing partners Publics Personnel

2. Identify target reactions Increase customers awareness and interest Stimulate consumer trial Stimulate repeat ordering Create trust (with suppliers, facilitators) Impress, frighten competition Supply information etc.

3. Select promotional instruments * Advertizing (TV, radio, cable, Internet, newspapers, periodicals) * Bell-sell * Direct mail, mailorder * Personal selling (to the trade, the customer) * Public relations, public affairs * Fairs & exhibitions (trade, publics) * Trade missions * Sales promotion campaigns * Price-offs, discounts, bonuses * Premia; in-pack/on-pack gifts * Refunds, couponing * Added product (Now 20% extra) * Self-liquidators * Sweepstakes, contests * Item collections * Stamps for money * Free samples * Free spare parts * Free maintenance * Added guarantees * Celebrity promotions * Club promotions * Incentive holidays * Joint promotions... over 400 known, used!

Media-selection: a cost-benefit balance Personal selling: * cost per contact * selectivity * coverage * frequency Advertizing: * cost per contact * selectivity * coverage * frequency

Most effective promotional tool: Personal selling 1. Attention 2. Interest 3. Desire 4. Action 5. Satisfaction (and repeat)

Most effective promotional tools for exporters: Personal (B2B) selling Trade intermediates promotion E-commerce Fairs Missions Catalogueing, company presentation Sampling Discounts

1. B2B, Trade Intermediates Powerful impression; expensive Target: prospects as well as present trade partners Canvassing: interviewing = selling Create trust, personal reliability image Well-planned (in time), systematical Two-way information, no secrets Hot-line reporting

2. E-Commerce Wide coverage, cheap; passive Website / domain (name) Easy, fast references for browsing Full information on supplier Main assortment lines + pictures Interactivity: action possible Identity browser, special interest Immediate reaction Follow-up (repeat, complaints)

3. Fairs & Missions Display; expensive Target group large, varied, scattered Novelty launch, suppliers identity Selective invitation Demonstration Follow-up Selectivity; time consuming Target includes opinion leaders, govt Concentrated effort, strong impact Orientation, selling Subsidized Fairs Missions

4. Company presentation, catalogue Informative, illustrative, not expensive; mailbox pollution Assortment & company presentation USP, management style, capabilities Standards, norms; TQM, control Consistency (house style) Direct-mailing (two-step), ing General sales support/business card

When promoting (export) sales: understand that promotion alone does not make a prospect buy use your money wisely relate promotion to your products, services capitalize on your strong points inspire loyalty (and prove you worth) use impact power use frequency over silence!