Home topics news Image Credit: Fernando@cferdo Export Marketing News Export The three I’s behind a successful international product launch: Identify, Inspect, Influence Neil Luo June 10, 2021 No matter the industry, product or customer segment, a company’s brand is its single most important asset. However, building a brand successfully in one market doesn’t always translate to success in other markets. One of the biggest mistakes organisations make when expanding internationally is repurposing the same campaigns, promotional offers, messaging, and customer understanding from their primary market to each new market and expecting the results to be transferable. While on paper this can help improve speed to market and drive some initial headwind, the business and marketing challenges faced in new markets are complex and are unlikely to mirror your primary market. In addition, you risk missing the mark by overlooking cultural nuances in new markets, where your positioning isn’t compelling, or worse, can cause offense or even irreparable damage to your brand identity. Read more: Let’s Talk: The Export Essentials With no two markets being the same, business leaders must tailor their go-to-market strategy to each new market. A ‘test and learn’ approach is a great place to start. This involves prioritising and experimenting with different channels and messaging to see what is most effective at driving new customer acquisition and awareness, and then relentlessly focussing on the few key initiatives that deliver the best results. Where this gets tricky is measuring and reporting on ROI, which more times than not