The document provides guidance on conducting due diligence and market research when expanding a brand into new global markets. Some key points discussed include: 1. Conducting a PESTLE analysis to understand the legal, ethical, and cultural landscape of the target market. 2. Analyzing how the brand name may be perceived differently or have different meanings in other languages and cultures. 3. Determining the brand's positioning as a disruptor, leader, or alternative in the new market and how this affects marketing strategy. 4. Considering resources, communications planning, expertise, and internal capabilities when deciding whether to manage expansion in-house or outsource functions.

1. Search marketing
investment
decisions - a global
perspective
Job board Division

2. 2
Introducing Evenbase
Jobsite

3. 3
Evenbase
Where we are
Our portfolio spans 55 countries,
includes a network of over 60
recruitment sites and employs
more than 400 people. We have
multiple office locations including
North America, United Kingdom,
Italy, United Arab Emirates and
Australia, with aggressive plans in
place for further expansion
Focus Countries Global Reach

4. 4
Due diligence
Do PESTLE analysis
• Check Legal & Ethical – this can be as simple as checking the regional
jurisdiction of your brand’s trade mark which will influence Google
trade mark embargoes;
• Check the meaning of your brand name - Vauxhall & Chevy Nova “no
va” in Spanish means “it doesn’t go”;
• Use Boston Matrix to place your brand – is it the same in your ‘new’
markets.

5. 5
Brand identity in new market
You will be a challenger brand yes but…
• Disruptive?
• Leader?
• Alternative?
The answer will affect:
1 Ad copy – tone & messaging
2 Consider trend / issue hijacks
3 Paid v natural – earned, bought and owned media
4 Channels video, mobile, tablet, news, internet

6. 6
Keep it REAL
Resources for Everyone are Always Limited:
Plot impact/CPA against effort. High CPA & low effort should deliver
high traffic levels. Agree what success looks like and benchmark it.

7. 7
Mobile increases internet
use

8. 8
Consider:
• Scale
• Comms planning, are you awake while target market sleeps;
• Expertise;
• Influence;
• In-house team’s ability to learn.
In-house v out-sourced

9. 9
Get Scotty out of the engine
room

10. 10
Know your hero & enemy

11. 11
Knowledge is power
Sign up to:
•Mashable
•Business Intelligence (BI – have channel focuses)
•Search Engine Land
•Follow global media buyers
•Use curate.me to pull in relevant information
•Do clear your history when checking how your listings are doing