Slide footer Importance of a Web Presence in Establishing Your Brand in the U.S. RON MONFORD Chairman, US Chamber Small Business Council On International.

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Importance of a Web Presence in Establishing Your Brand in the U.S.

RON MONFORD •Chairman, US Chamber Small Business Council

On International Tradeand

•President and CEOMind Over Machines, Inc.

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•Agenda

• How Important is a U.S. Web Presence?• Examples of Good Websites• How to Use the Web to Market Your Products• How to Be Successful in the U.S. Market

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•Why is a Web Presence Important in the U.S. ?• All U.S. businesses have one• Provides credibility for you and your product• Offers convenient information about your products • Offers a low-cost way to inform buyers of new

products• Provides easy way to collect information from

buyers • US consumers use the web to research products

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•Famous U.S Brands Around the World

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•U.S. Web Usage Trends• 5.1 Billion web searches in the U.S. in 2005

▪ 2004 searches totaled 3.3 billion

• 207 Million people in the U.S. connect to the Internet• Online searching is the primary tool people in the

U.S. rely on to do research about anything• Google is the #1 Search Engine

▪ In 2005, 48.8% of all searches were done on Google▪ 21.4% of all searches were done on Yahoo▪ 10.9% of all searches were done on MSN

• Source: Nielsen/NetRatings

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•Most Visited U.S. Websites• Top Three

▪ MSN.com▪ Yahoo.com▪ Google.com

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•What Makes a Website “Good”?• Simple, not cluttered• White background• Clearly describes your products, shows relevant photos• Makes it easy for buyers to find what they’re looking

for• Provides brochures and ordering instructions• Provides way to collect names and contact information

from buyers• Lists retailers that sell your products• Allows visitors to contact you by email

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•How to Market on the Web• Collect names and email addresses of potential

buyers from a form on your website• Register your site on the search engines (Google,

Yahoo, etc.)• Offer a free email newsletter to interested buyers• Place ads on search engines• Send press releases to buyers through email• Link to other websites • Display customer testimonials on your website

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•Advertising on Search Engines• Free, keyword listing

▪ Automatic, you do nothing. Takes 2-4 weeks for inclusion

• Paid inclusion listing▪ Special fee to have your website included in 1-2 days▪ Important if you have products that change often

• Paid placement ad▪ Costs vary. Ads appear on top or side of results page▪ Example: McDonalds pays for ads on Google

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•Examples of Successful Web Ads• E-Trade (stock brokerage/trading services)

▪ Advertises its brokerage services on the homepage of the New York Times newspaper website.

• Coca Cola▪ Advertises at the top of the ESPN sports media company

homepage.

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•A U.S. Marketing Plan Should Contain:• Product Descriptions

▪ brochures, manuals, other literature needed for your product

• Product Price List▪ Include special volume discounts or deals

• Product Packaging▪ Does it meet government standards or regulations for labeling?

• Product Promotions▪ Will you advertise? Participate in trade shows? Send mailings?

• Product Distributors▪ Who will sell your product in the U.S.? Where will it be sold?

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•How to Be a Success in the US Market, which is: • Competitive

▪ Show how your product is different from the rest

• Crowded▪ Show how your product solves a specific need

• Confusing▪ Show how your product suits a specific audience

• Collaborative▪ Show how your product can be combined with other

complementary products to appeal to wider audience

• Cost conscious▪ Show how your product has value