This document provides guidance on developing an effective marketing message for international buyers. It stresses that the message should address the specific problems and needs of the target market in a way that promotes an emotional reaction and builds trust. A good message is the linchpin of marketing activities. The document outlines steps to create a message, including identifying target problems and pains, presenting your solution as a cure, and proving your solution works with testimonials and case studies. It also discusses using various communication channels like written materials, meetings, trade shows, and ongoing relationships to convey the consistent marketing message.

1. Export Marketing Getting the right message to International Buyers

2. What do we hope to achieve?

3. Why is your message so important? Your message

5. A good marketing messagecuts through the clutter

6. A bad message wastes lots of money

9. It’s not your vision statement

10. It’s not all about you (personally)

11. It’s not how long you have been in business

13. What’s in a marketing message? Your message

15. Anattention grabber

17. Why they should trust you

19. StepOne: Identify whowe need to influence

21. Advice is not followed

23. Disillusion

24. Time wasting

26. Time wasting/profit reduced

29. How do they feel when they have this need?

31. Something new is hard to use.

34. Make it easy as possible.Your message

36. What life was like before applying your solution

37. What life was like after applying your solutionYour message

39. Problems faced – include financial implications

40. The solution proposed and the time it took to implement

41. Results - benefits achieved and in what time frameYour message

43. Resources

44. Capabilities

45. Flexibility

46. Professionalism

47. Product range/colours

49. Product packaging

50. Added extras

51. Results

52. Reputation

54. Getting your message to the market

55. Communication ‘touch points’ to reach buyers

56. Using written communication to communicate messages Written material toolkit Covering letter Business Card Company profile Product brochure Product specification Price list Website Written communication

57. Using written communication to communicate messages Covering letter Remind them of their pain Clear distinct points as to why they should: Ask for further information Contact you and arrange a meeting Visit your stand/delegation Buy product Written communication

58. Using written communication to communicate messages Business card Standard format 9cm x 5 cm Full details on reverse side in local language International contact details eg +61 2 986 7562 Carry abundant supplies everywhere! Written communication

59. Using written communication to communicate messages Company profile – focus buyers Background/history Solutions provided Testimonials Product range Awards/results International contact details Written communication

60. Using written communication to communicate messages Brochure – focus consumers Replication of domestic brochure? Short run digital printing Photography Contents Product details Benefits/reasons to buy/why it will work/what problems it will solve Product testimonials/case studies Key advantage over competitors International contact details Written communication

62. Instructions

63. ComponentsWritten communication

64. Using written communication to communicate messages Pricing Premium pricing Bonus packs Trading terms Volume discounts Agent/wholesale/retail price levels Price list Written communication

65. Using written communication to communicate messages Website Easy to read Easy to navigate Quick to download All links working Search engine optimisation Encourages the visitor to contact you Clear contact details Written communication

66. Communication ‘touch points’ to reach buyers

67. Using meetings to communicate your message Toolkit Prepare, prepare, prepare Objectives Dress Customs Printed material Follow uo Trade shows Meetings

68. Using meetings to communicate your message Prepare, prepare, prepare Determine meeting goals Gain as much information as you can about your prospect Think about what questions you will need to ask Be clear about your selling messages Research local customs Trade shows Meetings

69. Using meetings to communicate your message Personal presentation Be confident Be professional Be responsive Be polite Talk slowly & deliberately Dress appropriately (suit) Trade shows Meetings

70. Using meetings to communicate your message Non-verbal communication Communication = 25% words / 75% body language Includes facial expressions, eye contact, tone of voice, body posture and movement Research body language techniques Meetings

71. Using meetings to communicate your message Printed material Develop a short presentation electronically or in a flip folder Product brochures Price list Business cards Shipping information Production lead times Trade shows Meetings

72. Using meetings to communicate your message Follow up Imperative! Send follow up email within 48 hours confirming the main points of the meeting Schedule when you will make a call/send a follow up email. Trade shows Meetings

73. Communication ‘touch points’ to reach buyers

74. Using trade shows to communicate your message Tradeshow toolkit Clear goals on what to achieve Pre-show & post-show activity Theme Incentive to visit Giveaways Images Follow up Trade shows

75. Using trade shows to communicate your message Clear goals on what you want to achieve eg: Meeting buyers Introducing new products Gaining post show meetings Finding distributors Meeting trade press Trade shows

76. Using trade shows to communicate your message Pre-show & post-show activity Contacting prospects to invite them to visit you Benefit driven communication Incentives Courting trade media to gain PR Following up leads and contacts made post-show Trade shows

77. Using trade shows to communicate your message Theme & images Stand out One-on –one interaction A picture tells a thousand words Activities, mini presentations Script Trade shows

78. Using trade shows to communicate your message Incentive to visit Focus on new! Activities Real benefits Raffle Giveaways Trade shows

79. Communication ‘touch points’ to reach buyers

80. Using your product to communicate messages Product Packaging Product history/story/benefits Colour – stand out on shelf Language & cultural considerations Legal regulations Instructions – visual on pack/in pack Suggested uses/serving suggestion Tag-line

81. Communication ‘touch points’ to reach buyers

83. Market visits/events

84. Co-operative advertising

85. Publicity & PR

86. Social media

88. So how do you reach buyers?

89. ‘Maximise the effectiveness of your precious marketing spend’

91. Certified practicing marketer with the Australian Marketing institute

92. Broad range of industry experience with a focus on Food, Beverage and agriculture

93. Principles of entrepreneurship, results & value, solutions focus, working as a team with clients and making your money work as hard as it possibly can!“Australian Marketing Institute national Marketing Innovation award 2004 - Vittoria Coffee“

94. Thankyou!Regional Integrated Marketing PO Box 301 Orange NSW 2800Australiawww.rimarketing.com.au