SaaS Market Expansion Strategies: Part4

Hanson Marketing is leading a market expansion project for a SaaS solutions developer. (View Part1 here and Part2 here and Part3 here) We’re seeking international markets across many verticals wherein SaaS is in rapid growth mode, and are focusing our efforts on the Managed Services Provider partner model. But first, it’s roll up the sleeves and create marketing messages that will resonate well with new target customers, and populate a SEO-savvy, re-designed website.   Success stories and industry-specific solution descriptions will form the meat of the new website.

We’re also gauging the viability and influence of our target industry trade associations and analyst groups: namely, those which are in orbit around the world of Managed Services Providers (MSPs)

Finally, the client is bringing aboard an account manager, to cultivate new business from existing revenue from trusted, current partners.  That’s the low-hanging fruit I discussed in

Hispanic Population Influences Channel Strategies

Mexicans are the largest Hispanic group nationwide and in 40 states, according to data released from the US Census Bureau. Between 2000 and 2010, the Hispanic population grew by 43 percent, or four times the nation’s 9.7 percent growth rate.

This brings up three points to consider when evaluating and forming your sales and marketing channel strategies:

Use local talent. Bring on specialist brokers, PR agencies, and retailers with proven success in reaching and selling to Hispanic consumers. Pay special note to your current strategies in the nation’s five largest metro areas… espcially in Midwest US cities. How well do your retailers and advertising providers reach Hispanic households?
Value family ties. Multi-generational and extended family ties are strong in Hispanic communities nationwide. Your value propositions and outbound marketing themes should encourage word-of-mouth referrals, family plans (think Verizon Wireless) and “trusted source” status to gain business from three generations, from abuelos to niños.
Think North American. If you’re realizing sales gains in the US Hispanic sector, know that here’s a fast-growing market in Mexico, too. Work up a channel strategy that will cover key areas there, to complement what’s working in the US. Head to www.trade.gov and get in touch with your local Export Assistance Center for a quick and easy evaluation; they’ll even help introduce you to best partners in Mexico and other countries.

Read all about it here.

Study: Exporters Who Use Global Trade Firms Succeed

Columbia University’s international business school reports that companies who use intermediary firms to develop and expand international trade experience successful growth in global trade. The report is based upon empirical evidence taken from recent field studies, and is due for publication this month in Volume 84 of  Journal of International Economics.

Hanson Marketing enjoys reading what this report has to say, because it jives with our goal to form and lead international growth strategies for small to midsized exporters. According to Columbia University’s news release on the study, “The study showed a direct link between the size of the firm and the use of trade intermediaries, implying that small firms can, and do, access foreign markets through intermediaries even when they aren’t large enough to cover the fixed costs of direct exporting.”

Providers of international business strategies and services like ourselves typically work alongside small to medium sized manufacturers and service providers who, while small in size and head count often take a leading role in their respective market sectors. So, they truly are a big fish in a small pond, despite their size, and this is what they need to capitalize on.

The report continues, “Once small firms gain access to foreign markets, they can develop their own contacts there, enabling them to become direct exporters in the future. The model also predicts that intermediaries will be relatively more important in markets that are more difficult to penetrate”.

Read the news and link to the report here.  More info on Columbia University’s Jerome A. Chazen Institute of International Business here.

For global growth strategies that link your products to markets worldwide, contact us.

World Trade Week: Destination Spain

Spain’s got troubles, to be sure. But the world’s 9th-largest economy (right around California, with similar struggles) is still an A-List destination for US exporters. Spain-based Banco Santander is the EuroZone’s largest bank, and are driving sound economic recovery strategies.

There’s an outstanding resource group called Invest In Spain, whose many fine resources include a comprehensive guide called Doing Business in Spain 2011.

El Poble Nou: Barcelona Re-Born

That ought to make good beach reading for anyone interested in learning how and where to plot global growth.

In the past two quarters, Hanson Marketing has identified opportunities to trade with Spain in diverse sectors: alternative energy, rail transportation, and professional services. When paired with the US Department of Commerce Foreign Commercial Service, exporters in the US are armed with excellent, timely tools for successful trade.

For a great perspective from Secretary of Commerce Gary Locke, visit the Department of Commerce’s website here. More here: http://www.trade.gov/worldtrademonth/

Exporting your company’s goods and services to Spain and other points is the best way to boost your overall revenues and stake claim as leader in your industry. Whether a small, family firm or an enterprise, you’re this close to being regarded as Thought Leader for your market sector!

Welcome to World Trade Week: Spotlight Miami

Miami-area businesses are in for a treat, as a team of area international business pros hosts a series of great events to celebrate World Trade Week. It sounds like the best field trip ever! Visit here to sign up. If I were going, I’d sign up for the cargo and cruise ship terminal tours.

Miami is one of the world’s true global trade hubs, and is full of experts on everything from logistics to banking. Their newspaper, The Miami Herald is regarded for its international business coverage.

For a great perspective from Secretary of Commerce Gary Locke, visit the Department of Commerce’s website here. More here: http://www.trade.gov/worldtrademonth/

Exporting your company’s goods and services is the best way to boost your overall revenues and stake claim as leader in your industry.

Welcome to World Trade Week: Spotlight Kansas City

This week, Kansas City’s best and brightest trade pros gather for the city’s annual FUTURALLIA 2011 event, showcasing global trade success stories and tricks of the trade for regional businesses of all sizes. The organizing team’s done a great job of putting a results-oriented, ROI-driven program together.  They mean business (despite the sci-fi name)!  Sign up here.

Theirs is the best promotional idea I’ve seen yet, among all WTW events: airline ticket giveaways to international attendees.  Two lucky visitors from Belgium and Canada will enjoy those juicy KC steaks even more, having flown to KC free courtesy American Air!

For a great perspective from Secretary of Commerce Gary Locke, visit the Department of Commerce’s website here. More here: http://www.trade.gov/worldtrademonth/

Exporting your company’s goods and services is the best way to boost your overall revenues and stake claim as leader in your industry.

Welcome to World Trade Week: Spotlight New York City

The World Trade Week celebration in New York City is always top drawer.  If your located in or near there and are seeking answers to questions on how to grow globally, take a look at this calendar of events, sign up, and go. My vote for the most informative, interesting session is “The Venetian Variety – From Tourism to Nanotechnology”, exploring possibilities in and around Venice.

For a great perspective from Secretary of Commerce Gary Locke, visit the Department of Commerce’s website here. More here: http://www.trade.gov/worldtrademonth/

Exporting your company’s goods and services is the best way to boost your overall revenues and stake claim as leader in your industry.

Welcome to World Trade Week: Spotlight Oregon

My home state is one of the hot-spots during the upcoming World Trade Week.  A team of international business pros is hosting an impressive round of events, statewide and online.  If you’re in Portland or Eugene, or points between, take advantage of this great lineup. More here: http://www.oregon4biz.com/Grow-Your-Business/Export-assistance/tradeweek/

For a great perspective from Secretary of Commerce Gary Locke, visit the Department of Commerce’s website here: http://www.trade.gov/worldtrademonth/

Exporting your company’s goods and services is the best way to boost your overall revenues and stake claim as leader in your industry.

Welcome to World Trade Week: Spotlight San Diego

What makes Cali Baja hum? San Diego’s loaded with export pros, and they’re contributing to the success of this year’s World Trade Week. Southwestern College Center for International Trade Development’s National City campus hosts an info session on “How to Enter into the European Market”. Register to attend here. The speaker lineup includes teams from Baker & McKenzie, a group that’s always worth listening to when it comes to global trade. There will also be representatives from the Netherlands Foreign Investment Agency.

At the border, the annual MEXPORT trade show is the area’s best gathering place for all things supply chain. This San Diego event’s a stone’s throw from the Tijuana city limits, so it’s a great chance to mingle with friends from over the fence, too. At last year’s MEXPORT event, I learned a lot about two industries that make our cross-border trade hum: logistics and security services. Sign up here. It’s free to visitors, and they’re running shuttles across the border to simplify parking and transport!

Read more about MEXPORT in a previous post here.

For a great perspective from Secretary of Commerce Gary Locke, visit the Department of Commerce’s website here: http://www.trade.gov/worldtrademonth/

Exporting your company’s goods and services is the best way to boost your overall revenues and stake claim as leader in your industry.

Biomimicry: Nature as Innovation Lab

Here’s another inspiring post by TED, about silk as “the ancient material of the future”. Presenter has an engaging style and gives a concise, delightful review of very viable applications of silk and science, technology and everyday life. View here.

The greater field of biomicry is like a gold mine for brand marketers; a keen story to tell that compels and inspires customers. A super-powered set of “can’t lose” brand attributes that trump competitors’… everyone loves animals!

The venerable San Diego Zoo is home to a leading group of thought leaders in this field. Visit their resource site here.

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