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Export sales promotion

Export sales promotion. Honduras 12-16-november 2007 Wybren Bouwes. (Export) Marketing Mix. Product Price Place Promotion. Promotion mix. Advertising Personal selling Sales promotion P.R. (Sales) Promotion mix. Sales force Trade Consumer/ promotion promotion customer promotion.

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Export sales promotion

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  1. Export sales promotion Honduras 12-16-november 2007 Wybren Bouwes

  2. (Export) Marketing Mix Product Price PlacePromotion Promotion mix AdvertisingPersonal sellingSales promotionP.R. (Sales) Promotion mix Sales force Trade Consumer/ promotion promotion customer promotion

  3. ‘Export sales promotion will consume time and money, half of which productively’ 50%

  4. 1. Identify target group • B2B Customers, consumers • Distributive trade, intermediates • Trade partners (importers, agents, brokers) • Suppliers • Facilitators (bankers, shippers) • Opinion leaders, governments, trade associations • Co-exporters, franchisor/-ee, licensing partners • Publics • Personnel

  5. 2. Identify target reactions • Increase customers’ awareness and interest • Stimulate consumer trial • Stimulate repeat ordering • Create trust (with suppliers, facilitators) • Impress, frighten competition • Supply information • etc.

  6. 3. Select promotional instruments * Advertizing (TV, radio, cable, Internet, newspapers, periodicals) * Bell-sell * Direct mail, mailorder * Personal selling (to the trade, the customer) * Public relations, public affairs * Fairs & exhibitions (trade, publics) * Trade missions * Sales promotion campaigns * Price-offs, discounts, bonuses * Premia; in-pack/on-pack gifts * Refunds, couponing * Added product (“Now 20% extra”) * Self-liquidators * Sweepstakes, contests * Item collections * Stamps for money * Free samples * Free spare parts * Free maintenance * Added guarantees * Celebrity promotions * Club promotions * Incentive holidays * Joint promotions ... over 400 known, used!

  7. Media-selection:a cost-benefit balance Personal selling: * cost per contact * selectivity * coverage * frequency Advertizing: * cost per contact * selectivity * coverage * frequency

  8. Most effective promotional tool:Personal selling 1. Attention 2. Interest 3. Desire 4. Action 5. Satisfaction (and repeat)

  9. Most effective promotional tools for exporters: • Personal (B2B) selling • Trade intermediates’ promotion • E-commerce • Fairs • Missions • Catalogueing, company presentation • Sampling • Discounts

  10. 1. B2B, Trade Intermediates • Powerful impression; expensive • Target: prospects as well as present trade partners • Canvassing: interviewing = selling • Create trust, personal reliability image • Well-planned (in time), systematical • Two-way information, no secrets • Hot-line reporting

  11. 2. E-Commerce • Wide coverage, cheap; passive • Website / domain (name) • Easy, fast references for browsing • Full information on supplier • Main assortment lines + pictures • Interactivity: action possible • Identity browser, special interest • Immediate reaction • Follow-up (repeat, complaints)

  12. Display; expensive Target group large, varied, scattered Novelty launch, supplier’s identity Selective invitation Demonstration Follow-up Selectivity; time consuming Target includes opinion leaders, govt Concentrated effort, strong impact Orientation, selling Subsidized 3. Fairs & Missions Fairs Missions

  13. 4. Company presentation, catalogue • Informative, illustrative, not expensive; mailbox pollution • Assortment & company presentation • USP, management style, capabilities • Standards, norms; TQM, control • Consistency (house style) • Direct-mailing (two-step), E-mailing • General sales support/’business card’

  14. When promoting (export) sales: • understand that promotion alone does not make a prospect buy • use your money wisely • relate promotion to your products, services • capitalize on your strong points • inspire loyalty (and prove you worth) • use impact power • use frequency over silence!

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