Reaching Beyond Borders (Entrepreneur.com)

Reaching Beyond Borders

With Web 2.0, opportunities abound for small businesses to target customers far and wide.

By Rachel Meranus | July 23, 2008

URL: http://www.entrepreneur.com/marketing/publicrelations/prcolumnist/article195848.html

The explosion of Web 2.0 has impacted the way people gather information and communicate. Large audiences around the world, as well as those with very specific interests, have equal access to information through social networks, virtual worlds and video sharing sites.

While some may find Web 2.0 fragmented, confusing and uncontrollable, the social nature of blogs and community websites offers the opportunity to communicate beyond one's target audience at a fraction of the time or cost of traditional techniques. Geographic and socioeconomic borders have little meaning online, allowing information to be targeted to an array of groups that may be interested in your company.

For small-business owners, this represents a potentially exciting opportunity to generate attention--and business--from customers who never would have had the chance to learn about your products or services.

Tips for Communicating Globally
Web 2.0 is about reaching a mass audience on an individual basis and encouraging an exchange of ideas that enflames interest and promotes passion. Blogs, social media sites and video sharing portals enable companies to connect more directly with their customer bases and create an organic flow of information where the consumer becomes an owner of your message. This leads the consumer to bring others to your message, triggering viral campaigns that build and multiply.

Global communications, however, involves more than just the widespread delivery of a message. To take advantage of the global interaction that Web 2.0 offers, communicators must learn to speak the language--both literally and figuratively--of more than their core audiences. Although the nature of social media requires companies to surrender some control of their messages, companies must still be disciplined in their approach and understand the nuances of communicating to audiences of varying languages, beliefs and motivations.

Careful research into target audiences--how they perceive your organization, its products, services, brands, as well as those of your competitors--is an important first step of any campaign but is even more critical as you broaden your reach and engage a wider array of groups. Before reaching out, monitor what's being said about your organization, as well as where those conversations are taking place.

Knowing your influencers--who they are, what motivates them, where they get their information, and whom they trust--enables you to optimize your messages by anticipating the topics that will stimulate discussion.

Social media allows spans cultural and language barriers if created and positioned correctly. But to be successful--and avoid embarrassment--companies should consider how the words and intentions of their messages will translate. What may be a catchy slogan in one country could be offensive in another.

While it may be unrealistic to envision all interpretations of one's message, failure to consider potentially inflammatory outcomes could have dire consequences. As effective as social media is at creating positive attention, unflattering information tends to spread twice as fast and twice as far.

For companies targeting specific countries or cultural groups, it’s also important to understand the subtleties of each country’s language and beliefs. For instance, in America the number 13 is considered unlucky. However, in Chinese, Korean, Vietnamese and Japanese cultures it’s the number four because when spoken aloud the word sounds similar to "death." As a result, many international companies avoid the number four in their product lines entirely.

As with language, knowing the holidays and observances of your target audiences can be crucial. Companies should be aware of the dates and traditions of significant holidays and, when appropriate, utilize the information to their advantage. Festive occasions offer an ideal time for building positive exposure, whether your company is celebrating the holiday or is an ocean away. Conversely, companies should refrain from language that references somber or deeply religious observances. A harmless reference in one person’s mind could be blasphemous in another’s.

Avoid times when large segments of a population will be unavailable or uninterested. For instance, if you want to make a splash in Western Europe, steer clear of August, when most people are on holiday. Similarly, if you’re looking to reach an audience in China, avoid the entire month surrounding the Chinese New Year (late January, early February).

Now it's time to get your message out. The press release remains one of the primary vehicles used to communicate messages to broader geographic audiences. Organizations that want to reach a number of worldwide audiences should take advantage of newswire international distribution and translation services to get the optimum global exposure. Also, companies can reach more markets by creating a multimedia news release enhanced with video, images and Web 2.0 tools, potentially increasing online visibility.

Harnessing the Power
Web 2.0 and social media are ever-evolving, and communicators who choose to leverage these tools have the opportunity--and sometimes the obligation--to direct their messages to a global audience. The internet is an open playing field. It has no borders, allowing information to flow freely from person to person, no matter where those two people reside or the different lifestyles they may lead.

Given this reality, companies must recognize that parties beyond their target audiences have immediate access to their story--for better or for worse. People who are miles apart geographically or financially are neighbors in the online world. As a result, companies want to broaden their reach using Web 2.0 must consider messages that will resonate with audiences beyond a company’s conventional borders and speak to audiences of varying ages, ethnicities and languages.

Rachel Meranus is Entrepreneur.com's PR Columnist and vice president, public relations at PR Newswire. Get more information about PR Newswire and public relations with their PR Toolkit for small businesses.

Create the Best Brochure

Use these tips for putting together a brochure that clearly gets your message across to potential customers.

By Melissa Crowe | May 25, 2007

URL: http://www.entrepreneur.com/marketing/marketingideas/article179020.html

As hard as you may try, you can only be in one place at a time. Your company brochure, however, can be in many places, helping you influence potential and existing customers. An effective brochure clearly and succinctly outlines what a company is about and what it has to offer. A poorly constructed brochure only confuses, frustrates and chases potential customers into the welcoming arms of the competition.

The following tips explain how to design a brochure that will properly represent your mission, outline what you have to offer your target audience and serve as an effective marketing and sales tool.

A good headline is key. The headline on the front of your brochure should always include the interests and perceived problems of your targeted audience, and be followed by the solutions you can provide. Many business owners mistakenly lead with their company's basic information. It's imperative, however, to capture your audience's attention and prompt them to read the rest of the brochure. Why bother taking the time to create a great brochure if your audience only reads the front and then discards it?

Remember the basics. Don't ignore the basics when creating a brochure; it should include standard information, such as company name, at least two types of contact information, a logo and tagline. It should also include a headline on the front and two or three brief items outlining benefits your organization can provide. All text should be in brief, easy-to-read blocks to provide clarity for the reader. Add graphic images and photos of your product, services and/or key personnel for an eye-catching touch.

Don't confuse the reader. Avoid the temptation to list too much information on your brochure. Too many messages will confuse your audience and dilute your main points. Focus on what interests your target audience in a succinct manner, and they'll come away with an accurate understanding of what you can offer them and how you'll do it. It's OK to be proud of your business, but not at the expense of cluttering your brochure with irrelevant information.

Avoid big words. There's no need to impress your target audience by using hard-to-understand words that will send the reader scrambling for a dictionary. Your goal is to provide the reader with information regarding your organization, and triple-word-score Scrabble words and lengthy acronyms are hardly the best way to accomplish this. Plain speak is the best course of action.

Include a call to action. Don't assume your audience will be moved to contact you or purchase your product or services after they read your well-crafted brochure. An effective brochure should include a call to action, such as an offer for a free product sample or a free estimate or gift. This will entice readers and give them an incentive to act. Sometimes people need that extra motivation to contact you.

Don't be flimsy. A firm brochure is the equivalent of a firm handshake; it promotes confidence and competence. The weight, texture and overall feel are some of the first things someone will notice about your brochure. Use high-quality paper with a glossy finish to create a brochure that stands out. Handing out or mailing thin, flimsy brochures will signal that you put little thought and even less effort into developing your marketing materials.

Regardless of your business size or financial or design resources, the above tips will assist you in creating a brochure that will properly represent your organization, impress potential customers and call them to action.

Melissa Croweis the vice president of marketing servicesat VistaPrint, an online supplier of graphic design and printed products to small businesses and consumers. Please visit www.vistaprint.com for more brochure ideas.

7 Steps to Limit Your Importing Liability

Don't let red tape scare you away from the lucrative import market

By Chris Malta | June 25, 2008

URL: http://www.entrepreneur.com/ebusiness/dropshippingcolumnists/article195152.html

Any time you import goods into the U.S., you're legally responsible for ensuring that they comply with Customs regulations. This scares away many retailers and e-tailers from learning more. But, although steering clear of importing may allow you to avoid liability issues, it also means you're missing out on the considerable cost savings and unique, cutting-edge products that importing can afford your business.

"It really comes down to covering your bases," advises Kelby Woodard, principal of import consulting firm TradeInnovations.com. "There are some common-sense precautions you can take to limit your liability and protect your business interests."

He offers the following insights:

Start in phases.
Don't just jump on the internet and place a large order with a company you haven't vetted. Take your time, research potential suppliers, and start with small orders.

Consider starting out importing from a country that's close in proximity.
Mexico or Canada are the obvious options. Countries in South or Central America or the Caribbean basin will tend to have easier logistics than Pacific or Asian countries. And many of them have free trade agreements, as well, so they provide the additional advantage of being duty-free.

Do your homework.
In 1992, Congress passed a law that made the U.S. government responsible for making all necessary knowledge on Customs regulations available to importers, either by website or publication. This concept is known as informed compliance. There are several online resources that can help you learn more about your responsibilities in this area:

• CBP.gov is the official website for the Customs and Border Patrol. As part of the agency's informed compliance requirements, its site offers a great deal of education regarding different import regulations.
• TRGDirect.com offers information for companies or individuals interested in learning how to file their Customs entries directly, without the services of a Customs broker.
• TradeBridgeInternational.com provides a vast amount of knowledge geared toward helping small- to medium-size importers.
• TradeInnovations.com provides direct information on the subject of importing, as well as numerous links to other useful sites.

Use a third-party validation firm.
A validation frim can inspect the quality of your products and ensure that they meet all applicable U.S. requirements. While you can't outsource your liability, you can get expert help with the process.

Go multinational.
As you increase your importing volume, you might think about sourcing your products from multiple countries. If quality assurance problems or customs issues arise in one country, you're not cut off from your only product source.

Watch your buying terms.
If your purchase agreement states that you're buying your products FOB (Free on Board), then your supplier is responsible for getting your goods through the export customs process. You take possession of the goods at the foreign port and handle the logistics involved in clearing the goods through U.S. Customs.

If, however, the terms state that you're buying X works or X Factory, then you take possession of the goods at the manufacturer's shipping door. That means you're responsible for knowing and following not only your own country's import regulations, but also the export regulations of the country in which the manufacturer is located. So pay attention to your agreement, and make sure you're comfortable with the terms before you sign.

Keep thorough, accurate records.
Keep a detailed paperwork trail and have that documentation available, whenever Customs requests it. This will not only help protect you legally, it will also speed up the time it takes to get your goods cleared.

Informed compliance and legal liability may sound like daunting terms; but don't let them scare you away from realizing the tremendous deals importing can supply. It's really just a matter of taking some very simple steps to mitigate your risk.

Says Woodard, "If you do your due diligence, you don't need to worry. The benefits of importing far outweigh any extra effort that's required on your part."

Chris Malta is the founder and CEO of Worldwide Brands, the internet's leading authority on product sourcing for e-businesses. Chris was hand-picked by eBay Radio as their exclusive product sourcing editor, and has authored numerous books on e-businesses and product sourcing, including What to Sell on eBay and Where to Get It and How to Find Real Products You Can Sell Online.

Robin Cowie is the president of Worldwide Brands, as well as a business development and marketing specialist, and TV and film producer. Robin is a regular featured speaker at eBay's live national convention each year, and is the co-author of eBay Performance! Selling Success with Market Research & Product Sourcing.