International Marketing with Product Publicity
Media outlets (magazines, websites, and blogs) all over the world are anxious to receive news from American companies. They realize that our companies are newsworthy and potential advertisers or business partners. Product news is an effective way to attract distributors. One client wrote to us, “I also wanted to mention that we’ve put on four more distributors throughout Western Europe as a result of the sales leads generated from your publicity. As you know, putting on reps and distributors overseas is tricky, but it is much easier when they make the inquiry after reading about you in a leading trade magazine such as PRODUCTRONIC.”
Product news also results in direct sales. Laser Research Optics, another client wrote a letter to me stating, “Just a brief note to let you know how pleased we have been with our last international publicity release for the zinc selenide CO2 lenses. We are getting inquiries and hundreds of sales leads from all over the world, especially Germany and the Far East. The greatest thing about this kind of exposure is that it does not cost a fortune but generates top-notch publicity, sales leads and inquires from potential representatives. It has shown us how easy it is to sell direct overseas without representatives. What amazes me is how much bang for the buck. Venmark gets for me. For a fraction of what paid advertising costs, you have our products plastered in every country around the world.”
Product news also helps you enter new markets. Esco Tool wrote, “The publicity we have received in Chile and Argentina has resulted in business we otherwise would not have gotten. We are also receiving Web site visits from companies there. In fact, we recently received a $35,000.00 order and know that Venmark International is the only source for it. Furthermore, there was no agent involved and we didn’t have to pay a commission to anyone. Those orders are very profitable!
“Small companies are foolish for not taking advantage of international sales.” This was a direct quote from an old client I reconnected with over lunch last year. We made a great deal of news together at his previous small business, which ultimately went public, and where he progressed from Sales Assistant to President.
© 2013 Steven M. Stroum