1. International Promotion

2. Two essential ingredients of promotion: Know your customer –Know who you are talking to Know your product –Know what you are talking about Product features product benefits

3. Promotional Mix – more than advertising alone Sales Promotion – trade shows, sponsorships, merchandising Personal Selling Advertising Publicity & Events

4. How to get started… Directories Internet Trade shows & missions

5. Directories U.S. Government publications Sample page: Commercial News USA

6. Internet Commercial internet directories

7. Internet Direct Marketing

8. Internet Exporting

9. Trade Shows & Expositions A common meeting ground for buyers and sellers of products specific to a particular industry. Can range from very local (Portland Boat Show) to national (National Marine Manufacturer’s Association) to international (Sydney International Boat Show).

10. What is a trade show? Trade exhibition or fair Product info & display booths 1,000 exhibitors avg. Participants: vendors, buyers, promoters Usually restricted to legitimate buyers, sellers & press To participate (costs): space rental booth/display travel & accommodation pamphlets & giveaways

11. Trade Shows & Expositions

12. A sample of international shows IMM – International Furniture Fair Cologne, Germany125,000 attendees Tokyo Game ShowTokyo, Japan160,000 attendees CES, Consumer Electronics Show Las Vegas, USA120,000 attendees

13. Why trade shows? Collect information: market & competition Contact government officials Find an intermediary Cultivate contacts Product demonstrations Reach lots of prospects in a short time frame

14. How to get started… Set goals Make a list of shows Screen for the best shows Exhibiting – Booth – Exhibitor paperwork – Booth staffing & training – Lead tracking – Follow-up

15. Some on-line trade show directories http://tsnn.com Tscentral.com ExpoCentral.com FITA.org tsnn.com

16. Identifies trade shows by category, country, region. Provides access to virtual trade shows. Virtual trade shows

17. Advertising Message-related (e.g., creative) issues Media-related issues

18. Advertising: Creative Issues Legal issues - e.g., Malaysian prohibitions on alcohol & tobacco promotions Language issues - translations, multiple languages; e.g., Malaysia Bahasa Malaysia, English, Mandarin, Tamil Cultural issues - products not always used in the same way; cake in Japan/U.K., laundry soap in Mexico. Different approaches to advertising creativity (“mood” vs. “benefits) http://www.agencyfaqs.com/advertising/storyboard/Idea/1954.htmlwww.agencyfaqs.com/advertising/storyboard/Idea/1954.html

19. Cultural Differences between U.S. & Japanese Advertising Japanese Advertising Unspoken agreement Interested in who is speaking Product stays behind the scene Suggestion & verbal subtlety US Advertising Get facts straight Interested in what is spoken Product is “star” Clear expression

20. Advertising: Media Issues Availability & restrictions Cost Coverage & media use differences Market Data

21. Traditional Media Alternatives l Newspapers* l Magazines* l Radio & Television l Satellite and Cable Television* l Direct Mail * Including Foreign editions of U.S. Publications & broadcasts: CNN Japan BW PolandVogue Russia

22. Cost & coverage comparisons Business Week: North America Circulation = 987,369 1 p 4C = $103,320 CPM = $104.64 Business Week Indonesia Circ = 25,000 (est) 1 p 4C = $3,630 CPM = $145.20 Mass media is not available in other countries like it is in the U.S.

23. Print media in global markets (2000) Source: Ad Age Dataplace www.adage.com

24. Media: Limited market data

25. Coverage issues in India WSJ partners with the Times of India Pro: hi tech readers eager to read how its is done in the U.S Con: most IT professionals work for foreign (not Indian) companies Other: 40% of India’s GDP is agricultural; these people don’t speak English Regional ag publications provide better coverage than national. Source: Media companies push into Asia. BtoB, Feb. 9, 2004.

26. Media restrictions in Canada Canadian Radio-Television & Telecommunications Commission (CRTC) Rules on programming content: Radio: 30% of all music per week = Canadian TV: 60% Canadian over year 50% Canadian evening (6 pm - midnight) Problem: Canadian content TV brings in fewer viewers (less advertising revenue)

27. Global Advertising Markets by Percentage Spending in Advertising Media (est. 2000) United States Germany Brazil Source: Ad Age Dataplace www.adage.com Media habits differ by country…

28. Tech Penetration (2000) Source: Ad Age Dataplace www.adage.com

29. Advertising Agencies Completely local Company-owned (“do-it-yourself”) Multinational (1999): –Dentsu Inc. (Japan) - Canon (24), Nestle (7), Sony (8) –McCann-Erickson (U.S.) - Black & Decker (26), Del Monte (5), Gillette (48), Coca-Cola (49) –Publicis/Saatchi & Saatchi (Paris/U.K.) - VISA (29), Sony (24), P&G (46), Hewlett-Packard (37) (# of countries) Source: adageglobal.com

30. Summary For exports, Personal selling & trade shows usually more important than advertising A large number of government & private sources exist to help exporters get going Advertising presents country-to-country challenges in terms of creative (i.e., message) and media issues