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2. International Marketing
Why market internationally?
Pitfalls
Best Practices
The Marketing Mix
Charlotte USA – the evolution of a marketing program

3. Why?
More companies than ever have the ability to set up operations multi-nationally
The U.S. is for the foreseeable future one of the top markets in the world – in a number of industries
There are international companies in nearly every community
It is easier than ever for small and large communities/regions to market internationally

4. Pitfalls? Focusing on the “international” instead of the “business”
Starting overseas instead of at “home”
Going it alone
Separating your strategy and your team into “the U.S.” and “International”
Unrealistic board expectations and performance metrics

5. Best Practices
Long-term board commitment to make international marketing a part of a complete program
Develop the financial resources for a sustainable program
Build your program from the inside out
Trust your instincts – be yourself - but be willing to learn

6. The Marketing Mix Focus on existing industry contacts
Focus on geography
Focus on industry cluster hot-spots
Business seminars
International Tradeshows
Direct one-to-one meetings
International Advertising/PR

7. Charlotte USA

8. International Business
753 foreign owned firms from 47 countries
Over 70 international business and culture organizations
Extensive network of international business professionals
Language immersion programs / academies
International Airport with flights to Frankfurt, Munich, Paris, London, etc.

9. The Charlotte Example
“Some are born on third base and claim they’ve hit a triple.” unknown
Conducted “Doing Business” seminars
Participated in and led delegations
Opened office in Frankfurt
Made a few investors very happy, but did not register broad success in jobs / investment

10. The Charlotte Example Dedicated personnel
Worked a variety of targets based on industry
Dabbled in tradeshows / occasional seminar
More inclusive program
Industry lists were not connected enough to our existing base

11. The Charlotte Example
One global program, executed with different tactics to fit the area of the world/industry
Rely more on existing industry contacts
Consistent PR / Marketing program + regular travel
Use of contracted personnel in Europe
Direct meetings and tradeshows
Highly focused on Europe / wrestling with China

12. Contact Us Kenny McDonald Executive Vice President
Charlotte Regional Partnership
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