Who wouldn't want your widget? It's well-made, cheap to operate, handsome on a desk and beats the stuffing out of its competitors; has for years. Problem is, no one in a foreign country even knows your name. Even well-known global brands fight this battle daily in the struggle to create awareness of what are, effectively, completely new products in the developing economies of the world.
If it's tough for General Motors and Coke, it'll be tough for you. But not impossible, and chances are you literally have no competitors yet in many of these markets. It's just a matter of:
The best contacts and resources to help you get it done
Do the mental legwork
A big part of selecting a target international market is understanding how buyers there can afford your product, and why they might want it. Market research — always vital — is absolutely essential when going abroad.
I recommend: Both
Standard and Poor's and
Euromonitor operate extensive subscription databases that provide tremendous detail, including private company data and tools to identify potential partners.
Understand the obstacles of marketing a foreign name
No one knows your brand, and there's no money to do a big splashy launch. Getting to your customers isn't impossible, but it is harder than at home.
I recommend: MarketingProfs.com runs a channel of articles specifically about global marketing. It's written by professionals and academics. The
University of Arkansas has an online tutor for beginners, which offers a nice walk-through on what you will actually have to do to succeed.
Find the distributors and the deals
It's a little-understood fact, but there are thousands of small importers in every country looking to source just about anything they can turn into an opportunity to sell more. Find them and understand their needs.
I recommend: Globus provides trade leads and market research by sector from the U.S. government. The
U.S. Commercial Service also has full-text market research searchable by country or sector.
Bring in professionals
After "where" and "what," it's time for "who." Hiring a research organization or an agency in-country can help you direct resources to the right effort early on.
I recommend: GreenBook and
International Market Research Information have databases of marketing agencies and focus-group facilities.
Esomar, the international research association, also has a database of experts searchable by geography.
Before you go, write out the plan
Global sales and marketing plans look a lot like any other business plan — except deep down, they're not. Get a cheat sheet using software that pre-writes a template, then plug in your own research.
I recommend: Palo Alto has business planning software, including a global business plan template.
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