Business
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IBM-416-Chapter19.pptxInternational Advertising, Public Relations and Trade Shows
Chapter 19
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Advertising, PR & Trade Missions/Shows
International Advertising
International Public Relations (PR)
One Voice, One Image…One Brand
Trade Shows & Trade Missions
Foreign Trade Shows
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International Advertising
Global brand awareness
Modify domestic advertising
Add international information to existing web sites, ads, etc.
Solicit international inquiries
Be careful not to give away too much information
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Add information that may be important to international buyers
Compatibility
Technical upgrades
Modify Marketing Materials
Product specification sheets
Warranty statements
Language translations
Get a professional
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Placing International Ads
Maximize purchasing power
One publisher - multiple publications
Quantity discounts
Negotiate the price!
Always ask for a better price
Last minute placement
Like booking a last minute vacation, flight, hotel, etc. – they would rather fill the space for less than not fill it at all!
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International Ad Copy
Translation issues
Does color matter?
Wording and phrases/slang
Go Hog Wild!
Cultural differences
Local regulations
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Co-op Advertising
% of sales earns money for advertising
Usually between 1-5%
Example
A distributor buys $100,000 in product
You offer a 2% advertising co-op
You would then rebate $2,000 for their advertising expenses
You have some control in media selected
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Public Relations (PR)
Sells your company
Free advertising
Issues
Animal testing, child labor, etc.
Important tool for global expansion
Editorials (news – online, in print, etc.)
Great price – free
Cost – investment of time
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Easier to meet with an international editor
More access to international press than domestic press
May gain access to competitor information
One voice, one image…one brand
The advertising (voice) and the public relations (image) must be in sync
They must support one another
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Trade Shows & Trade Missions
Trade shows
2nd largest expense after advertising in the U.S.
Comdex is the largest U.S. trade show
200,000 attendees & 2,400 participants
Some of the most important international trade shows are held here in the U.S.
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Trade mission
Term used outside of U.S. for trade show
Hannover Masse in Germany is the world’s largest
300,000 attendees & 7,000 participants
Involves international travel
Multiple companies
Usually sponsored by federal, state or local government’s of the country to visit
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Vertical Trade Mission
One particular industry or related industries
Used in industries where the U.S. has a strong competitive advantage
Horizontal Trade Mission
Participants are from many industries
Common goal to increase trade within a foreign market
International government officials participation
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Benefits of a Trade Mission
Increased exposure to government, industry & country experts
Cost savings in the forms of federal or state grants to promote exports
Opportunity for peer-to-peer learning
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Tips for Foreign Trade Show Success
USA & State Pavilions
U.S. companies are grouped together
Language Issues
Translate at least a few marketing materials into the local language
Visual Aides
Easier to sell something buyers can see & feel
Bring plenty of marketing materials & business cards
No price sheets for the shows
A form for future follow-up
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