Export sales promotion Honduras 12-16-november 2007 Wybren Bouwes
Mar 29, 2015
Export sales promotion
Honduras 12-16-november 2007Wybren 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
‘Export sales promotion will consume time and money, half
of which productively’
50%
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
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.
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!
Media-selection:a cost-benefit balance
Personal selling:
* cost per contact* selectivity* coverage* frequency
Advertizing:
* cost per contact* selectivity* coverage* frequency
Most effective promotional tool:Personal selling
1. Attention2. Interest3. Desire4. Action5. Satisfaction (and repeat)
Most effective promotional tools for exporters:
•Personal (B2B) selling•Trade intermediates’ promotion•E-commerce•Fairs•Missions•Catalogueing, company presentation•Sampling•Discounts
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
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)
3. Fairs & Missions
• 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
FairsFairs MissionsMissions
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’
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!