Review of your web site and whether it could be more international - both in terms of the 'look and feel' and detailed content 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, 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 American 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.

	Analysts are fundamental to the success of your marketing campaign in the US. For a full assessment of their value please read 'The Role of Analysts in Your US Marketing Campaign'. Organising an analyst tour merits serious consideration and, as the article explains, this can give you a range of benefits.
	Audit of current marcom materials and activities and assessing how these will work in the US market. Editing such material to make it acceptable to the US market. Arranging production on American Quarto stock.
	Writing Company Backgrounders including Strategic Direction, Positioning and Mission Statements.
	Developing a database of prospects and influencers, writing and scheduling direct marketing campaigns. Includes campaigns for consultant companies such as KPMG.
	Press - arranging press tours on the East and West coast with IT and eventually national press. Local papers also have a lot of influence in the US, for example the San Jose Mercury and the Boston Globe.

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

	Advertising - it is recommended that you work with my associate, Chicago based Keith Bates who has over twenty years experience of successfully addressing the needs of software clients in America.
	Trade Shows - development and realisation of objectives, monitoring and evaluating exhibition opportunities, producing promotional material, arranging press interviews, supplying press kits. 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, production of materials.
	Collateral - writing and producing newsletters, brochures, data sheets.
	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 America ... 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 America.

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sg@international-marketing.co.uk

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

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