International Trade Promotion

Promotion refers to all the communications tools a company uses to convince people to buy its product or service.

They are:

Advertising — carefully select the media that have an ample circulation within the target audience. If few people have televisions, is radio a better bet? Or print?

Promotional materials — carefully select the mean of communication that can reach a large clientele. Is it necessary to redesign the marketing materials and packaging to remove elements that are inappropriate, offensive or meaningless in the target market? Is it necessary to translate these materials into the native language and hire a professional translator with experience in commercial and business writing?

Direct mail — a targeted direct mail campaign can be very effective. Is it the research and experience in place that helps the company to build a base of potential buyers and clients? What is the company’s message like?

Media — publicity via the media is a good way to establish awareness, profile and credibility. Is there a media kit that introduces a profile of the company, new products and services or newsworthy activities? Where are the articles published about the company profile?

Personal visits — personal contact with potential clients is perhaps the best means of promotion. Many cultures value such contact in their business relationships. Haven’t you gone yet?

Trade shows — attending or participating in international trade shows is an excellent promotional method. It also allows you to check out the competition and do market research. When is the company planning to attend one?

Internet — it’s generally assumed that a business will have a website. How well-designed is the company’s site?