1. Trade Promotion Instruments Lynn Shaw ChamberLink International Trade Centre Manchester

2. Programme Objectives for the session Overview of trade promotion Why do we undertake trade promotion Designing a service/programme Examples of trade promotion services and programmes

3. OBJECTIVES What do you want to achieve from this session?

4. OBJECTIVES Define what we mean by trade promotion Review objectives for organisation and customers Design a framework for developing new services/programmes Get new ideas!

5. TRADE PROMOTION What do we mean by trade promotion? Working in 2 groups list the activities you would consider as trade promotion instruments

6. Why do we undertake trade promotion? What are our objectives as an organisation? What are our customers objectives?

7. Design a Framework (1) Set out objectives for the organisation Identify the target customers Identify benefits for customers ( to meet their objectives) Identify potential partners

8. Design a Framework (2) Review budget Draft outline programme/service Review promotion Test product/service with small group Obtain feedback from customers, delivery staff and partners

9. Design a Framework (3) Refine service/programme Produce final budget Launch service/programme Monitor performance against objectives and budget Refine/monitor

10. Group Exercise Group 1 – design a programme to assist companies to target Japan Group 2 – design a programme to assist companies in the Creative Industries sector to become exporters

11. Group Exercise Feedback from each Group Outline objectives set Describe the programme, partners, costs

12. Case Study – New Exporters Objectives To identify new potential exporters To raise their awareness of the benefits of exporting To get them to join the development programme Methods Identified target companies Free new exporters workshop Company case studies Advisers to follow- up

13. Examples UK Trade & Investment OCCI - The Osaka Chamber of Commerce and Industry – OCCI - The Osaka Chamber of Commerce and Industry – International Trade - Export Club and Events International Trade - Export Club and Events http://www.handelskammaren.net/item.aspx?id=321 http://www.handelskammaren.net/item.aspx?id=321

14. Examples http://htsi.hts.dk/site/frames/2ndlevelfr ame.asp?PK_Link=55888 http://htsi.hts.dk/site/frames/2ndlevelfr ame.asp?PK_Link=55888 Sheffield Chamber of Commerce and Industry – Representation Sheffield Chamber of Commerce and Industry – Representation Liverpool Chamber Commerce and Industry Liverpool Chamber Commerce and Industry The London Chamber of Commerce and Industry The London Chamber of Commerce and Industry

15. Celebrate Success