Advertising/PR - Were to begin? from Anonymous: MarketingProfs Question 1689

Topic: Advertising/PR

Were To Begin?

Posted by Anonymous on 6/8/2004 at 3:24 PM ET 50 Points

We are a new company that is now selling the product world wide what would be the first step into international advertising?

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Posted on 6/8/2004 at 3:34 PM Member

Need a little more info about the product and the target audience to answer your question. I would start by doing some secondary research to identify the top 3-5 markets and start there. Regardless of what you are selling you need to be sensitive to cultural differences, i.e., adapt your global concept to the local markets.
Posted by Peter (henna gaijin) on 6/8/2004 at 4:03 PM Accepted

I agree with what Holm says - as a new company, my advice would be to target a couple of particular markets and capture growth in those markets first. I may even go a little less aggressive than Holm and say you should target 1 or 2 countries.

To target the entire world would require a lot of money and require that you target your marketing to the needs of each region/country. Creating one marketing program which targets the whole world generally does not work, as the needs for each region and the way they do business vary.

Instead, there is an English saying which covers this well - "Pick the low hanging fruit". This says you should get the easiest sales first. Then go for the next easiest, and so on, so that the hardest ones are last. This applies to markets also - go after the easiest for you to penetrate first.