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Marketing Products across Diverse Cultures
International marketing is a marketing technique that is designed to promote products and services to a variety of global markets. A successful international marketing campaign will utilize available resources to create an international demand for a company's products and services. Some of the ways that a company can create international demand for their products and services are to: network, gain exposure, develop credible visibility, develop professional credibility, participate in trade shows and to gain internet exposure.
Internet exposure is one of the most affordable ways to market your products and services on a global scale. To use this international marketing strategy appropriately you will need a website and company email addresses. You will also need to invest in SEO and SEM development for your site. Optimal site design is also encouraged. Always keep in mind that your site should be set up to serve customers from all over the world. Hire a designer who can ensure that your site works well across many different cultures.
Another way to gain international acceptance is to demonstrate your products at international trade shows. These shows will connect you with buyers and sellers from around the world. Even if you don't add any more customers to your portfolio on the trip, you will be able to build a buzz about your products and generate indirect sales down the road.
Another advantage of working with a trade show to develop a buzz about your products is that you make professional connections that can work in your favor. After all, a person you meet at the trade fair may refer a friend, colleague or customer to you. In exchange for this referral, they most likely anticipate that you will do the same thing for them. This is what is known as networking. Networking can be used to not only increase your customer base, but it can also be used to hurdle importing and exporting red tape.
Using the media to promote and develop your public image is crucial for your success. However, using it inappropriately can actually damage your public image and reduce your international appeal. For example, publishing too many news releases about your company, or releasing incomplete or inaccurate information can make the public weary of your company or even tired of hearing about your company. This is something you want to avoid. To use the media to your advantage, you will want to focus on only releasing important information that has been thoughtfully worded.