How to market your exports
Brand Australia
One thing both B2C and B2B exporters can do is use Australian-ness as a branding tool. “The country of origin effect is a powerful form of cross-cultural advertising that SMEs can use very effectively,” says Scott. “Incorporating Australian symbols and references is a way to gain the country of origin benefits because we’re seen as clean and green and so forth.”
Food products benefit from the perception of Australia as clean, eco-friendly and safe, and manufactured goods carry the inference of quality and innovation, which is something the Australian Made, Australian Grown campaign has worked hard to promote in various markets around the world.
The ‘Australia’ brand is very powerful and has positive connotations, says Ian Harrison, CEO of Australian Made, Australian Grown. “We did an international survey a few years ago and it showed that people leant towards their own products and produce, but Australia ranks really well behind the lead country, and that’s what we were keen to see.”
The Australian Made, Australian Grown symbol is one way that SMEs can leverage brand Australia. “As an SME it’s almost impossible to get your brand name recognised overseas, so the one thing to attract that first point of interest is the fact that it’s Australian,” says Harrison. “Ultimately the role of the logo is to assist companies in establishing the fact that their product or produce is Australian and that then forms part of the marketing strategy for that company. Don’t underplay that position, be aggressive about that fact. It does an important part of the job and it’s recognised.”
Even without the symbol, exporters can use positive associations with Australia as a selling point, or even a point of difference. Service exporters could focus on Australian qualities such as being easygoing, flexible and hard working in their marketing. Exporters could also take advantage of existing stereotypes in the marketplace by using certain ambassadors, for example using cricketer Brett Lee to market an energy drink in India because of his renowned athleticism and connection with that country.
Marketing law
Apart from the linguistic considerations mentioned earlier, other laws may apply. Check with the relevant authority in the destination country to see if you are infringing on existing intellectual property, such as trademarks or copyright on promotional material. It is recommended that you register your intellectual property in that market to prevent others from imitating you and skimming business from your marketing.
Other laws may apply depending on your product, service or channel of communication. If you are marketing the eco-friendly properties of a product, for example, you may need to supply evidence of your claims. Channels such as email marketing may be subject to spam legislation.
The principles of international marketing are generally no different to marketing domestically, provided you are sensitive to the differences and tailor your campaign accordingly. The expense of marketing overseas teaches many Australian businesses the value of researching the destination market thoroughly before rolling out a campaign—but shouldn’t that apply to all marketing?
Finding funding
Austrade’s Export Market Development Grants scheme has been designed specifically to reimburse businesses for export promotional activities. For information on eligibility see: www.austrade.gov.au/exportgrants
Also check with you state or territory government to see if there are grants or other types of assistance available for your business.
The World MAP
Michael Durie, marketing consultant at Australia Post, offers a step-by-step guide to developing a world marketing action plan (MAP).
- Have a plan from start to finish. Include a SWOT (strengths, weaknesses, opportunities, threats) analysis, measures of success, and cover off the four Ps: price, product, place and promotion. Exporters must also have systems in place to respond promptly and efficiently, as meeting service standards in overseas markets is essential.
- Work out the campaign return on investment and budget. Exporters need to know the acceptable return on customer acquisition investment across every sale. Know the true and current costs of every element and allow for exchange fluctuations and overruns.
- Do a lifetime value calculation of each customer. Due to the higher cost of marketing overseas, it’s useful to determine how much income can be derived from a customer. A customer database will enable you to gather data to enable better allocation of resources by prioritising the most important customers and prospects.
- Target the right customer with the right offer. Spend time developing your core proposition. Exporters need to communicate in an appropriate way using language and terms that respect local customs; this requires knowledge, planning and understanding.
- Choose the channel(s) of communication carefully. Online and emails are cost effective, but one-to-one contact such as meetings, telephone and direct mail work just as well, especially in business-to-business environments where gaining buyer trust is paramount to building long-term relationships.
- Test, learn and refine. When targeting overseas markets, it is vital to adopt regular campaign testing as part of the process. Not accounting for local and cultural differences can cost the sale. The cost of marketing overseas means every dollar must count, so it is important to test the message, the offer, the price, the packaging and/or channel regularly. Also consider the timing of the campaign.
- Consult the experts! Talk to Austrade, your state export office or Australia Post’s direct marketing specialists (see www.mailmarketing.com.au).
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