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In This Issue
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Dear Reader,
Okay, you have taken the preliminary steps to
showcase your product offer in the international
marketplace-now what? Global Source Marketing has
introduced your products, and they have found willing
overseas distributors who will take a chance on your
offer.
Testing One-Two-Three
The international market today has a "show me or
prove it too me" testing approach-even if a product is
selling successfully in the US. We have formulated
many questions concerning the testing phase, and have
asked Global's international partners to respond to
these inquiries. Their answers will be enlightening and
useful for anyone who is planning to embark on a
worldwide sales campaign.
Following are the questions we asked and over the next
few issues we will summarize what different
international marketers answered-according to their
country and its particular circumstances. Remember, in
the "big picture of things" we are focusing on overseas
distribution right now. This phase of your marketing
process can easily coincide with the beginning stages
of what you are doing domestically.
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What Kind of Products Are Desirable Overseas |
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We asked what criteria do you use in order to decide
whether to test a product/offer on TV in your country
(remember the in-country distributor has numerous
costs associated with testing your product)? Will you
use the American made commercial to test? What
changes do you usually have to make to these
commercials in order to air them in your country?
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How Does The Media Work |
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What are the BEST American made commercials you
have ever used, and what made them the best suited
to you? How do you test a commercial on TV? How
much do you spend in media? Do you air on cable? Do
you air on broadcast stations?
Is your media the same length as the US media airtime?
Do you buy 30 minutes, 120 seconds, 60 seconds, or
something different? Do you buy media that airs outside
your countries borders? Is the media available at any
time during the 24 hour cycle? If not, when is it
available?
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Judging Success And What To Do Next |
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How do you define a successful media test? Return on
investment? Ratio return? If a media test is moderately
successful, will you test it again? What would be your
next step to take? If a media test is successful, how do
you roll-out a product on TV in your country? How
much media can you buy per week if you are
purchasing a successful product? How long can you
successfully stay on air before you saturate your
market as far as TV is concerned?
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What Pricing Will Work |
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What price points usually will sell best in your country
or region? Do you tell viewers that a product is from
the US, is that an advantage for you? How many sales
of a successful product can you make on TV in your
country?
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Products Needed When and How Many |
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How many products do you prefer to have on hand for
the initial media test? If a product sells well-how often
and how many products at any one time do you like to
have on hand? What type of products sell BEST in your
country? What successful US products would be good
sellers in your country? What successful US products
would not sell well in your country?
Do people in your country have a preference for US
products? What are those products, and how much do
they sell for?
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