5 Promotional Tools for Entering the U.S. Market

June 6, 2012 - PRLog -- Palo Alto, Calif.--”If you are a company taking its first steps toward expansion to the U.S. market, promotional tools can help you build and maintain a presence, even when you cannot commit to full-time personnel in the U.S.,” says Lyne Noella, CEO of WavePlay, a San Francisco Bay/Silicon Valley promotional agency.

Noella acknowledges that branding and promotions will never take the place of interpersonal relationships.  “However, if you have personnel in the U.S. on a somewhat regular basis, even if it is one week per month or two, you can leverage promotional tools to establish your brand, raise your visibility, make sales calls more effective, and create an on-going dialogue with clients, prospects and partners.”

“If you are an international firm looking for traction in the U.S., the idea is to participate consistently and compellingly or be left behind,” says Noella.  Noella says these five promotional tools can leverage the power of your brand to sell for you when you can’t be there in person:

1. Website.  Sharing your message effectively means more than translating the language on your website to English.  In the U.S., as in other markets, there is a lot of competition for the attention of customers.  Create a website customized to the tastes and needs of the U.S. market--one that demonstrates your value proposition.  An effective website can be used by your salespeople, partners and referral sources to engage their networks--it can be your most effective sales support tool.

2. Electronic newsletter.  Tell stories of your key initiatives and their meaningful outcomes with an electronic newsletter.  Build a database of U.S. customers, partners, prospects, and the business community.  Send an electronic newsletter to provide meaningful updates, event notices, and stories of your products, company and people.  Distribute the newsletter once per month and include only your most interesting stories to capture the imagination of your audiences.

3. Explainer videos.  Your people are your greatest brand asset--share their excellence and commitment to customer satisfaction via short explainer videos. Videos can bring you virtually face-to-face with customers and prospects--without the cost of a flight.  Distribute the videos via your newsletter, electronic newsletters, social media and other channels.

4. Social media and blogs.  Share knowledge and establish your credibility with blogs and social media--contribute to the success of the community.  The U.S. market is receptive to ideas, feedback and helpful products and services from market leaders.  Demonstrate your leadership and innovation by enriching the community with helpful information and ideas.

5. Public relations campaign.  Provide news about your people and initiatives with a public relations campaign.  News releases and media outreach help raise your visibility and share your message on a consistent basis.  Prospects, partners and others are more likely to accept a meeting if they have developed an awareness of your firm over time.  If prospects and partners have never heard of you, they may be inclined to continue doing business with those they know, even if what you have to offer is better.

Noella says, “Your competitors, inside and outside the U.S., are already leveraging these promotional tools. Therefore, it is your mission to create a promotional approach that is more compelling--one that stands out and appeals.  An effective promotional approach, one that is true to your culture,value proposition and brand, will give you the one thing that every salesperson wants: the opportunity to compete.”