Slide footer Marketing: Establishing Your Brand in the U.S. Market RON MONFORD Chairman, US Chamber Small Business Council On International Trade and President.

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Marketing: Establishing Your Brand in the U.S. Market

RON MONFORD •Chairman, US Chamber Small Business Council

On International Tradeand

•President and CEOMind Over Machines, Inc.

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•Agenda

• Strength of U.S. Small Businesses Community• Challenges Faced by Small Businesses• Why Is a Brand Is Important in the U.S.? • What Matters to the U.S. Market About Turkish

Products?• How Should You Target Your U.S. Buyer?• What Tactics Work Best to Reach Your Buyer?• How Important is a U.S. Web Presence?• Examples of Good Websites• How to Use the Web to Market Your Products

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•How Many Small Businesses Are In the U.S?• 17,000 businesses with greater than 500 employees • 100,000 businesses with greater that 100 employees • 5.8 million businesses with less than 100 employees • 18.6 million businesses with less than 5 employees

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•2005 U.S. Imports From Turkey

PRODUCT VALUE ($) PERCENTMINERAL FUEL, OIL $533 M 10.3 % APPAREL, ACCESSORIES $525 M 10.2 % IRON AND STEEL $460 M 8.9 % KNIT APPAREL $418 M 8.1 % All Others $3.2 Billion 62.6 % GRAND TOTAL $5.2 Billion 100%

Source: U.S. Dept of Commerce

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•How to Approach U.S. Buyers• Americans place a high emphasis on how a

product is positioned• Americans are very price conscious• Americans place a premium on a brand• America is actually many different markets that

are NOT united but very different

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•What is a Brand and Why Is It Important?• Product Name• Logo• Tagline• Product Story• Website

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•Famous U.S Brands Around the World

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•Who is Your Market in the US?•BUSINESSES

▪ Vertical Industries▪ Geographic Regions▪ Large vs. Small

Companies▪ Resellers vs. End Users

•CONSUMERS▪ Gender Groups▪ Age-Specific Groups▪ Ethnic Groups▪ Common Interest

Groups

Know Your Audience!

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•What Matters in U.S. Market About All Products• High quality• Product works as advertised• Unique features or benefits over other similar

products• Convenient to purchase• Price matches perceived value

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•What Makes Turkish Products Desirable?• Is it the ONLY product of its kind?• Is it the BEST one out of a group of similar

products?• Is it the MOST WIDELY used by a certain group of

customers?• Is the NEWEST one of its kind, where the other

competitive products might be out of date?• Is is more INNOVATIVE than the others?• Is it more ECONOMICAL than others?

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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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•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

• Other Top US Websites:▪ Passport.com▪ Aol.com▪ Ebay.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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•Three Examples of Excellent Websites

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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

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•Examples of Successful Web Ads• Anheuser Busch (Budweiser Beer)

▪ Advertises its beer on Friday afternoons on the financial news site, Marketwatch.com. The target audience is stock brokers. Ads let them know it’s almost closing time and time go out for beer.

• McDonalds▪ Advertises breakfast meals in the morning hours on

Yahoo’s site and ESPN.com (the sports news site)

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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