We dive deeper into how to use strategic communications specifically for market entry scenarios.
In our last article, we did a quick refresh about what strategic communications is. We also shared our recommendations for brands looking to introduce themselves to a new market, or launching a product.
For this article, we will look at some steps to support market entry. Some steps will cover the same ground, especially since the concept of using strategic communications and a master plan is to sequentially line up decisions, stages and tasks to secure the objective or milestone.
What can strategic communications do for my brand that an effective sales team or a good business development team cannot do?
We already pointed out about how the customer gets impacted when the brand focuses less on alignment and only on selling or making things, leading to self-sabotage.
It bears pointing out that strategic communications and marketing will not be a sales generator. So if the organisation focus is purely short-term and selling, a strategic communications effort would not be a recommendation.
Looking for the right tool is important, and the tool should be mapped to the objective, milestone or outcome.
Strategic communications is a tool used to help build, protect and enhance the value of the brand and its reputation.
We can help you fix and problem solve for many growth and revenue scenarios such as market entry, market expansion, product/service launches through a strategic communications approach.
Send an email to connect@wearebrandutility.com OR book an exploratory consultation through this link OR complete this form and we will connect with you shortly.
We are Brand Utility is a business consultancy. Our principal consultant is a registered management consultant, certified and recognised by the Institute of Management Consultants Singapore.
We work with brands in the corporate, professional services, retail, travel and technology spaces.
So you are planning to enter a new country, city or market with your brand offerings.
Entering a new market requires understanding the differences – in behaviours, expectations and habits – by customers in the new market. They might not understand the offering in the same context – use case, frequency or timing – as customers from the original market it was created for.
In a market entry situation, the overall logic is to start small, build a customer base, achieve credibility-proving results, before launching to the wider market.
Here’s the summary we share with our clients. Barring any specifics to your case, we would recommend the following:
Market research: Understand the customer, their purchase habits, the channels and media they consume; and see whether your brand can identify a high reward – low risk niche to start from.
Update the go-to-market plan with the research data: If necessary, revise the objectives, timelines and measurements. Ensure alignment between teams by making key members part of the entry project team.
Build and localise the strategic communications plan: Build the goals, objectives, narrative/story, positioning, messaging and localise them for the new market.
Be specific. Be clear. Be realistic about outcomes: Plan for activities that will deliver the outcomes.
Identify the audiences and customers in the new market and niche areas from the research stage. Figure if there are low-risk means of engaging with these customers, whether through freemium, trial, discount or review methods.
Incorporate feedback from the engagement with these initial customers.
Continually re-engage with a larger and wider group of niche area customers until there is clear consensus of the positive value received with your product or service
Secure third-party credibility through pitching media and bloggers, customer reviews (subsidized or discount), etc. Display these articles, videos and content prominently on your website, blog or sales site.
Measure constantly in terms of whether an action leads to a sales or a conversion. If the data shows otherwise, recalibrate the strategic communications plan and move along the new direction.
After securing a pre-determined customer or sales volume, do an official launch in the new market and demonstrate credibility to new customers using the previously secured results from the niche customers.
We are Brand Utility is a business consultancy. We work with brands in the corporate, professional services, retail, travel and technology spaces.
We offer strategy and tactics to support growth outcomes - revenue, scale, regional expansion and market entry – for our clients.
Areas of support include:
Strategic communications: Approach to market, brand concept and map, positioning, messaging, story and narrative, thought leadership
Marketing: Campaign/programme planning, story-based marketing execution, digital marketing, community amplification, content planning and production, go-to-market execution
Lead generation and growth marketing: Digital advertising, social media advertising, social commerce, e-commerce
Integration of marketing with business operations: We plan and execute as a marketing and/or PR lead for your brand
Discover more about our services at our website.
Photo by Capturing the human heart. on Unsplash
Kommentare