Export marketing campaigns – 5 key factors for success, the EXIMAP method as developed by Carl Roughsedge of international trade portal blackcat360.com

There are five stages to export marketing by developing an EXIMAP – methodology, targeting, marketing, monitoring and professionalism.

Export marketing – Methodology

Decide how you are going to approach your target markets, there are several different options:

• Use of local agents working on a commission or other basis
• Establish a permanent presence in the countries where you wish to build sales
• Export marketing campaigns targeting the countries you wish to build sales in

All options have advantages and disadvantages in terms of costs, potential returns and timescale. It may be that a combination of two or even all three will be the best option. This may involve the use of local sales agents supported by a marketing campaign which leads to the establishment of a permanent presence once a level of sales have been achieved. Whichever way, it is important to plan this out.

Export marketing campaigns – Targeting

Decide which countries you want to target. The main factors to consider here are:

• Where is there demand for products or services like yours and what products and services are currently available in these countries – this requires some research but usually this can be done online
• Geographical considerations and transport costs, will it be easy to get your goods to market, will the costs be prohibitive
• Price point, what can you realistically ask for your products, can you still make a workable profit at that price if you factor in transport, tariffs and marketing, etc.
• Logistics, it could be easier to focus on countries where trade deals or agreements are in place

Export marketing – Marketing campaigns

Whichever methodology you choose to pursue you are going to need to do some export marketing implementation, even local agents will need a level of support to achieve results. An effective export marketing campaign could consist of any number of the following:

A good quality export marketing specialist agency will be able to develop a marketing plan for your products and implement the plan as required.

Export marketing campaigns – Monitor

Monitor, assess, evaluate and amend. This is an integral part of export marketing whichever methodology you decide to adopt, it is however particularly important if you choose a marketing campaign.

Before the campaign commences ensure that you have the means to identify where and how any enquiries and new business are generated. Assess the effectiveness of each tactic and element of the campaign, e.g. how many enquiries did email marketing generate and what was the quality of the enquiries in terms of business and profit generated.

Once return on investment from all elements of the export marketing campaign have been assessed, amend future plans to focus on the areas that deliver return on investment.

Export marketing – Professionalism

Exporting and marketing are complex processes which need a high level of professional knowledge and experience. It is important to build the right team to achieve results and success. Make sure that the export sales agents, export marketing people and all others involved in the process are professionals with a track record, ability and motivation to succeed for you.

Export marketing campaigns – EXIMAP

Once you have thought through these stages and all necessary information is obtained and decisions made, use this to put down on paper your EXIMAP – this is your coherent strategy to using export marketing to build long term export sales.

If you are looking for ways to grow your business, exporting may be a good option for you. Exporting can help you enter new markets, which can lead to increased sales and profits. There are many export marketing opportunities available, and the best way to find out about them is to contact us at info@blackcat360.com to discuss your export marketing campaigns.