Review of your web site and whether it could be more international - both in terms of the 'look and feel' and detail of the site.
	Even if you are not a global company today, by making your site more international it will enhance your reputation with your home market. A surprisingly high percentage of your customers are probably selling internationally and expect you to be doing the same. Don't lose opportunities - even in your home market - by ignoring the global dimension of the web and the international aspirations of your customers.
	Unless there are special circumstances or you are 'main stream', it is not recommended that separate local sites are developed. Overseas offices often localise marketing for very good reasons. But I recommend that you don't let it happen with your web site without careful consideration.
	One UK marketing manager recently confessed that updating and managing his local UK site was taking 25% of his time. The feedback from the press and early adopters is that they go straight to the main site because that is where the core information is held. I suggest you work with your subsidiaries to get input and make sure that your main site is truly international and working for all your prospects and customers - worldwide - before you invest in local sites. More advice is in the following marketing tips bulletin : MAKE INTERNATIONAL SALES VIA YOUR WEB SITE FROM DAY ONE
	Promoting and posting your web site with European online media, search engines, 'what's new' sites, directories, indices, web guides, those who specialise in web based events and announcements, key outlets including editorial and site reviewers among net media.

	Audit of current marcom materials and activities and how these will work in the European market. Editing such material and arranging translations.
	Locating new VARs, distributors and dealers and selecting a short list with recommendations.
	Writing Company Backgrounders including Strategic Direction, Positioning and Mission Statements. Organising translations.
	Developing a database of prospects, writing and scheduling direct marketing campaigns. Includes campaigns for consultant companies such as KPMG.
	Press - arranging executive interviews with European analysts, national and IT press. Organising translations.

	Identifying, researching and writing news announcements and placing these in the online IT, business and national press for maximum impact.
	Identifying feature article opportunities and submitting material for inclusion.
	Monitoring and responding to press enquiries.
	Organising press conferences and technical workshops for journalists.
	Radio and television coverage.
	Preparing material for placing in niche media.
	Press cutting services and online text search.

	Advertising - proposing online & press media schedule for chosen European countries, preparing a brief for creative team and selecting a short list of suitable agencies with recommendations.
	Trade Shows, such as CeBit - development and realisation of objectives, monitoring and evaluating exhibition opportunities, producing promotional material, arranging press interviews, supplying press kits in required languages. If you'd like to know more about exhibiting in Europe and the differences compared with USA, please read 'The Role of Trade Shows in the European Marketing Mix', a paper presented by SG at the Kawalek Software Marketing Perspectives Conference in San Francisco.
	Seminars - project co-ordination, selecting and arranging venues, identifying audience, invitations, liaison, producing materials, organising concurrent translations.
	Collateral - writing and producing newsletters, brochures, data sheets so that they can be printed in multiple languages at minimum cost and arranging for them to be translated.
	Reporting and evaluating results both in terms of effectiveness and budget.

And for more information ...
	"In this business it's results that count. And Sally Goodsell gets results in Europe ... Case studies of software companies with your target market, showing results, objectives and strategies used.
	"In this business you need to work with someone you can trust ... Please review the references from executives of software companies who have achieved success in Europe.

Would you like to email Sally Goodsell now?

sg@international-marketing.co.uk

Would you like to phone Sally Goodsell now? +44 (0) 20 7834 4874

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