Your potential buyers are determined by your segmentation while
the positioning of your product will determine your message. You will have
already established the segment (whom to talk to), the position (what to say),
now you need to decide on the media that will carry this message to potential
buyers.
Here are some of the ways in which you can communicate with your target market.
Using the product itself - sampling
Through branding
Demonstrating the product
The Internet - Web site promotion
Distribution of printed material
Through mass media
It is of the utmost importance that you clearly define the benefits your product
offers and ensure that this message is carried through all your promotional
or advertising materials. Careful consideration should be given to:
The name of the product
Branding
Trademarks
The benefits of the product
Price
The strengths of your company
Draw up a list of possible publications, newspapers and or other periodicals
that could be a suitable means of promoting your products and establish if
free editorials may be placed.
At the very least a company should have a brochure that highlights both the company and products that you wish to promote. If a brochure is not available then a website and or electronic photographs of the product placed onto a CD ROM should be the next available option.
The most common problems in international trade is that of language barriers. Differences in idiom and the difficulty of exact translation create problems. It is extremely important to correctly translate all literature (including brochures, website and samples etc), into the appropriate foreign language of the target market.