Selling to international audiences
Top Tips from Iwona Lebiedowicz, founder of PAB Languages Centre
Selling your service or product to an international audience almost always creates additional challenges; many brands fall into the trap of trying to recreate what has worked in their native countries, often getting it wrong!!
Take Pepsi, for example. For English speakers the phrase “Pepsi brings you back to life” probably strikes the right inspirational tone. But when Pepsi introduced their products to the Chinese market, not localising their approach left them declaring “Pepsi brings your ancestors back from the grave”. This is, of course, an extreme example, but it goes to show that even the biggest of brands can get things wrong.
When people ask me about tackling these challenges, I always feel there are three key elements to get right.
Click here for Iwona’s top tips.
TRAINING COURSESAn introduction to IPAFFS
Thursday 21 April, 9.30am-1.00pm
IPAFFS (Import of Products, Animals, Food and Feed Systems) is a web-based service for the application for, and issuing of, Common Health Entry Documents (CHEDs) for imports from outside the EU and EEA of live animals, their products and germplasm.
By the end of this course you will have the knowledge to successfully import live animals, their products and germplasm.
Import / Export Diagnostic Workshop
Tuesday 26 April, 9.30am-1.00pm
This workshop shows companies how to look at their SOPS and compliance, going through key areas of procedures and compliance, preparing for trading internationally either by exporting or importing.
You can view the full list of courses on our website.
Last week, new guidance for councils in England on the Homes for Ukraine scheme was released by the UK government. The guidance for councils in Scotland, Wales, and Northern Ireland is expected to follow imminently.
The British Chambers of Commerce (BCC) will be having further engagement with the Department for International Trade (DIT) and the Department for Business, Energy and Industrial Strategy (BEIS) Directors this week on the impacts of the war in Ukraine upon supply chains.
The BCC Ukraine Hub contains information and guidance for businesses about the situation in Ukraine. This will continue to be updated as and when new guidance is received.
The BCC has been appointed as a member of the UK government’s Domestic Advisory Group on Trade with the EU. This new standing forum will be chaired by a UK minister and meet twice yearly in the four UK nations in rotation. The first meeting will take place at the end of April.
The BCC be will shortly establishing a formal discussion process with BEIS on trade in services, including priorities for UK trade agreement asks. This forum will meet every six to eight weeks with a secretariat provided by UK government officials.
Last week, the UK Balance of Payments data was released by the Office for National Statistics (ONS). The UK's surplus on trade in services rose to £32.4bn in Q4 2021 compared with Q3 (up 3.3%) - key factors being growth in transport, intellectual property and business services. The BCC will continue to promote enhanced services access for UK companies across the globe through our work.
Upgraded trade negotiations with Canada are now underway and are set to conclude by the end of this year. Canada is a key market for Network exporters. Greater opportunities on digital and green trade are likely to result from these talks, but we are watchful on rules of origin. Read the BCC comments on the negotiations here.