Mercedes-Benz Fashion Week Australia 2012 might be over, but now is the time to go global. Janine Garner and Kirsten Basford present part two of a four part strategy series.
With careers spanning 35 years, Script Marketing founders Janine Garner and Kirsten Basford have executed local and global marketing strategies for the likes of Oroton and Jurlique.
The first stage of developing your export strategy has to be an honest analysis of your current business as well as identifying the opportunities and threats of the country that you are entering.
Growing your business, both locally and internationally and creating remarkable marketing requires an in-depth understanding of where your business is right now as well as the level of maturity of the market that you are entering.
For example, LA and India are very different markets and you can’t just pick up your marketing strategy from Australia and plonk it into another country.
Your strengths, brand attributes and success domestically won’t necessarily translate internationally. Also your brand positioning may be different for each international market that you enter.
Research is therefore the key to set you and your brand up for the best possible chance of international success.
What makes your brand unique? You must understand your current offering, point of difference and positioning in the market to allow for growth and momentum.
Knowing your point of difference, your edge and having an understanding of what you can control and influence to drive your business will give you clarity, focus and confidence to take your brand into unchartered territory.
It will also help to narrow down your target customer in a foreign land. You will easily be able to identify your tribe if you know with certainty what your point of difference is.