Make the most of your exports with the help of the tips for attractions industry

1. EXPORT
MARKETING IN
ATTRACTIONS INDUSTRY

2. Introduction
‘’ The objective of each business is to expand and nurture each territory for
returns. For long people have exported goods to different geographies and have
been an easy ball game. But the art lies in getting all the basics right.
Given the attractions industry, a lot of norms regulate the exports market along
with domestic hurdles. As they say ‘the devil lies in the details’.
Take a look at some of the important points to keep in mind while opting for
Export Marketing’’

3. IDENTIFYING AND UNDERSTANDING YOUR
TARGET AUDIENCE
The key details of a new market can be decoded once you are able to successfully identify and understand
your target audience. By noting the cultural references and behavioral patterns of a certain territory, one
can zero down on understanding what exactly the territory is in need of.
You can analyze the territory by asking some simple questions like
• Why am I exporting?
• Why this territory particularly?
• What are the key trends in your geography/market?
• Who are your top prospects and customers?
• What are customers buying?
• What are the current gaps in demand & supply?
• Which company objective will the territory fulfill? It could be either for revenue purpose or for brand
expansion?

4. UNDERSTAND YOUR STRENGTHS, WEAKNESSES,
OPPORTUNITIES AND THREATS (SWOT)
A SWOT analysis clears your stand in the territory and gives way for your market strategy.
The model needs to answer:
• Strengths you will build upon
• Weaknesses which you need to respond to. This includes the strengths of competitive and
alternative solutions.
• Opportunities in your marketplace that you will take advantage of.
• Threats in your selling environment that you will defend. Study competition thoroughly and
disruptive practices. There’s a lot to learn from them.
Lastly define a unique selling proportion.
The above trends will convert into powerful objectives. The objectives will help you define the strategies
for the company.

5. ALIGNING COMMUNICATION
• A communication should outline all the possible touch points that you will encounter with the client
right from your advertisement to your first call/e-mail to your final proposal.
• Maintain the same tonality.
• Be it any communication, it should seamlessly outline the company values and pillars.
• Apart from traditional media, take advantage of social media platforms while communicating with
the desired audience.
• While most advertising is designed for mass consumption, social media is a two way communication
platform
• Involve personalized marketing i.e. the message should appear as if addressed to individual users and
are tailored specifically for the audience.
• No matter what your communication is always remember ‘’ Never over commit’’. Promise only what
you can deliver.

6. UNDERSTAND REGULATIONS AND
STANDARDS
The dynamics of business change as soon as you cross territories. Rules for trade vary location to
location with emphasis of different factors. Here’s a checklist that you can keep close look at:
• Custom Duties
• HS code for your products
• Packaging goods as per ISPM
• Banned material list
• Electrical voltage requirement

7. DISTRIBUTION NETWORK, DEALERS AND
REFERRAL NETWORKS
• A strong network of referrals works better than any other marketing tactic.
• The key to having a stable export business is by nurturing your territory and its dealer network
efficiently.
• Any market is driven by external factors. If you can get close and personal with your customer,
then you’re midway to building a successful network.
• The other half is delivering a product that will cater to the needs of the customer, and making
sure the product doesn’t fall in their expectations.
• Keep tab on your strategy and review it periodically. If your company objectives are still unable to
reach, it is time to either re-look at the strategy or the territory.

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