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The Art of Export Marketing

Are You Ready to Export to International Markets?

Exporting your cultural products can be complicated and complex. You have to ask yourself: Am I ready to launch my art on the world stage?

CHRC's Export Marketing Competency Chart highlights the full range of skills you need to be successful in this exciting move to a global market. It shows that you must be able to:

An accompanying Export Marketing Competency Profile, provides more detail in terms of the tasks, sub-tasks and important actions associated with each of the above skills.

Evaluate your skills

Eliminate the guesswork about export marketing by taking the following self-assessment quiz, based on the Export Marketing Competency Chart. It will help you understand what skills you have and what you need to learn; and allow you to make an informed decision on whether or not you are ready to export to international markets. You'll also find helpful tips from professional exporters for each skill. Then challenge yourself further against the Export Marketing Competency Profile!

For each of the following skills, review the bullets and assess how ready you are to market your product internationally.

How did you do?

  • I'm not ready.
  • I'm somewhat ready.
  • I'm set to go!

A. Assess Export Readiness

  • Assess readiness of artist/organization
  • Assess need to export in overall strategy
  • Assess product readiness
  • Identify financial issues

Prepare yourself. Export takes time - it is a long-term venture.

Consult the Canada Business Network, search for Export, www.canadabusiness.ca and The Canadian Trade Commissioner Service's Knowledge Centre, www.tradecommissioner.gc.ca.

How did you do?

  • I have a lot more research to do.
  • I have some more research to do.
  • I've done my research!

B. Research Export Markets and Issues

  • Identify export markets and opportunities
  • Ascertain treaties, accords, regulations and international laws for export opportunities
  • Quantify and qualify export markets
  • Identify competition
  • Identify similar export endeavours
  • Determine ways to access markets
  • Identify potential partners
  • Analyze foreign industry standards
  • Analyze cross-cultural issues

Research…research…research… "Obtain on-the-ground assistance. Find out about our free services to exporters and access our network of trade commissioners in Canada or in foreign markets for practical advice on foreign markets and on-the-ground intelligence." Consult The Canadian Trade Commissioner Service's Knowledge Centre, www.tradecommissioner.gc.ca.

Consult the experts - they get paid to keep abreast of barriers and regulations; consult the officers at the Canada Business Network (www.canadabusiness.ca) and at Export Development Canada (www.edc.ca). Consult the experts in your province and check out EDC's weekly commentary: Export Outlook: A Provincial Perspective.

Start small: focus on the most promising market and one or two products.

Be aware of barriers and regulations.

Partner with others to gain immediate market access.

Financing sources/How to enter a foreign market - Consult BCD – Entrepreneurs First, www.bdc.ca

Research export markets at Export Development Canada, www.edc.ca.

To get market entry assistance, consult the Canadian Commercial Corporation (CCC), www.ccc.ca.

How did you do?

  • I have no strategic plan.
  • I have a partial strategic plan.
  • I have a strategic plan to follow!

C. Develop Strategic Export Plan

  • Determine the exporting vision
  • Determine objectives of export venture
  • Identify required resources
  • Establish timelines

The art of pitch – going global/Global expansion/Strategic plan demystified - Consult BCD – Entrepreneurs First, www.bdc.ca.

Writing an Export Plan - consult the Canada Business Network, www.canadabusiness.ca

Study tradeshows/trade fairs, attend relevant shows and participate in events in Canada or abroad. Consult The Canadian Trade Commissioner Service's Knowledge Centre, www.tradecommissioner.gc.ca.

How to enter a foreign market/Distribution - Consult BCD – Entrepreneurs First, www.bdc.ca.

How did you do?

  • I have no funding.
  • I have some funders in place.
  • I have my funding lined up!

D. Finance Export Projects

  • Identify sources of funding
  • Budget
  • Prepare proposals to obtain funding

Learn to understand export financing terms - this is critical for a business to succeed in international markets.

Financing sources - Consult BCD – Entrepreneurs First, www.bdc.ca

Consult Export Development Canada (EDC), www.edc.ca

How did you do?

  • I have no marketing strategy.
  • I have some elements of a marketing strategy.
  • I have a marketing strategy!

E. Develop Marketing Strategy

  • Prioritize target markets
  • Establish pricing
  • Identify distribution chain
  • Prepare publicity and promotion plan
  • Develop promotional materials
  • Prepare communication plan

Marketing Formula

The Classic 4 Ps of Marketing: Product, Price, Promotion, Place

Forum for International Trade Training (FITT) adds 9 more Ps: Payment, Personnel, Planning, Paperwork, Practices, Partnerships, Policies, Positioning and Protection.

Elements of a Good Export Plan (from FITT)

  • Introduction
  • Organizational issues
  • Products and services
  • Market overview
  • Market entry strategy
  • Regulatory and logistical issues
  • Risk factors
  • Implementation plan
  • Financial plan
  • Conclusion/recommendations

"Find guidance on general exporting and trade-related best practices to help you increase your global knowledge and competitiveness. Through real case scenarios, EDC highlights possible challenges exporters may face along with ways to succeed and grow business in various market sectors abroad." Consult Export Development Canada, www.edc.ca

Base your marketing strategy on solid research.

When pricing your product, make sure to cover all your domestic and export-related costs.

Assess your risks and protect yourself against them.

Apply the same aesthetic to your marketing as you do to your art. Pay close attention to your promotional material: it must be professional, attractive and culturally sensitive.

Plan on spending 10% to 15% of your budget on marketing & promotion.

Insure your export receivables with Export Development Canada, www.edc.ca

Consult Export Development Canada, www.edc.ca

How did you do?

  • I have not negotiated any contracts and agreements.
  • I have negotiated some of the necessary contracts and agreements.
  • I have all my contracts and agreements in place!

F. Negotiate Contracts and Agreements

  • Negotiate co-production arrangements
  • Negotiate intellectual property issues
  • Negotiate labour issues
  • Negotiate agency agreements
  • Negotiate distribution agreements
  • Negotiate touring arrangements
  • Negotiate exhibitions

Make sure the following clauses appear in your contract(s): "acts of God/causes majeures" clause, dispute resolution – consult a lawyer.

Learn about copyright protection: Canadian Intellectual Property Office, www.cipo.ic.gc.ca and the World Intellectual Property Organization, www.wipo.int.

Consult CHRC's The Art of Managing Your Career (Chapter 5 - You and the Law) available in E-learning, PDF or Hardcopy versions to suit your needs.

How did you do?

  • I don't have the skills to manage the project.
  • I have some of the skills to manage the project.
  • I am ready to manage the project!

G. Manage Projects

  • Develop an operational plan
  • Recruit required expertise
  • Manage expenses and revenues
  • Facilitate progress
  • Monitor progress
  • Evaluate project
  • Follow up

How to hire the right people for your business / Interview techniques to better evaluate candidates / Nine essential management strategies for entrepreneurs. Consult BCD – Entrepreneurs First, www.bdc.ca

Plan the resources you will need.

Allow for enough time to apply for funding.

Do not charge GST to US clients/clients outside of Canada, but keep your export-related documentation for 6 years in case you are audited.

Consult The Art of Managing Your Career (Chapter 3 - The A to Z of Project Management) www.culturalhrc.ca/education-training-mentoring/the-art-of-managing-your-career

Hone your export skills by becoming a FITT Certified International Trade Professional (CITP) Forum for International Trade Training, www.fitt.ca

How did you do?

  • I can't cultivate the relationships I need.
  • I can cultivate some of the relationships.
  • I can handle all the relationships involved in exporting my art.

H. Cultivate Relationships

  • Identify desired relationships
  • Initiate contacts
  • Nurture relationships
  • Establish strategic networks

Join relevant Professional Associations, Guilds, etc…

Create and maintain relationships.

Obsessively keep the names of people you make contact with.

Follow up, follow up, follow up!

Network. Your fellow artists may be an excellent source of information.

Make friends. Don't be shy - confidence is everything.

How did you do?

  • I can't communicate.
  • I can communicate to some degree.
  • I communicate well!

I. Communicate

  • Communicate orally
  • Communicate in writing
  • Demonstrate interpersonal skills
  • Demonstrate linguistic abilities

The art of pitch – going global/Global expansion - Consult BCD – Entrepreneurs First, www.bdc.ca

Don't be shy – confidence is everything.

Nothing beats meeting face to face.

Learn many languages or at least a few words to facilitate initial contacts.

Writing and communicating a strategic plan - Consult BCD – Entrepreneurs First, www.bdc.ca

How did you do?

  • I have none of the above skills.
  • I have some of the above skills.
  • I have all the above skills to ensure my success in exporting my product to international markets!

J. Demonstrate Personal Competencies

  • Negotiate
  • Demonstrate sensitivity to milieu, to the cultural sector and to cultural differences
  • Stay current
  • Demonstrate analytical skills
  • Demonstrate research skills
  • Utilize new technologies
  • Demonstrate perseverance
  • Demonstrate initiative
  • Demonstrate discernment
  • Demonstrate problem-solving skills
  • Demonstrate vision
  • Demonstrate leadership
  • Demonstrate teamwork skills
  • Demonstrate management skills
  • Demonstrate flexibility
  • Demonstrate marketing skills
  • Self-assess
  • Demonstrate professionalism
  • Focus on goals

Patience and attention to detail lead to exporting success - Consult BCD – Entrepreneurs First, www.bdc.ca

Be aware of international politics. Consult The Canadian Trade Commissioner Service, www.tradecommissioner.gc.ca, search for Exporters. Consult Foreign Affairs, Trade and Development Canada, www.international.gc.ca, search for Foreign Relations. Work closely with Canadian embassies and consulates.

Learn about the ATA Carnet (Admission temporaire/Temporary admission). This international, unified customs document simplifies customs procedures for the temporary duty free admission of three main categories of goods traded internationally: commercial samples; goods for presentation or use at trade fairs, shows, exhibitions or similar events; professional equipment. The Canadian Chamber of Commerce is the official issuing agent of ATA Carnets in Canada: www.chamber.ca/carnet.

Be multi-disciplinary in order to augment your chances of participating in global projects.