Overseas Marketing Strategy

If you’re thinking about expanding your business overseas, you probably know that you could encounter differences in language, culture and customs. You may have to make changes in logos and colors, or even change your product name if it doesn’t translate well into the local language. You may need to make obvious product modifications, such as voltage changes. You also may need to modify your marketing strategy for overseas business transactions.


Purchase booth space at an international trade show to exhibit your products or services before making the leap to a full-scale overseas marketing endeavor. This allows you to test the waters without expending significant resources to modify products or set up infrastructure. You can consult industry contacts like distributors, resellers and marketers, as well as members of the media who cover your industry. You also should visit competitor exhibits to view their products and get a feel for their marketing strategies.


Work with individuals on the ground, meaning those already doing business in your target country such as distributors, export companies and public relations agencies. This can save you time, money and potentially embarrassing cultural gaffes. For example, a distributor already has established sales channels in your industry to help you avoid starting from scratch. An export company knows how to work through regulatory channels. A PR agency can advise you on important cultural differences to consider when working with the local media and can provide you with appropriate contacts. Such partners also can recommend translators.


Determining the appropriate pricing strategy for overseas markets can be complicated since it typically involves increased costs -- for example, shipping and export services -- that you need to recoup. To price your products or services appropriately, determine their value in your target country. An assessment of competitor pricing can be an effective gauge. In some cultures, forming relationships prior to conducting business is important and in some cases, those relationships require preferential pricing. A local sales team or distributor can help you in this regard. Factor in government stability and its influence on local currency fluctuations.

Online Presence

Make your website global friendly so that it flows well when translated. If you plan to offer your products or services in more than one country, or in a country with several dialects, consider launching several versions of your website. Remove excess graphics that may inhibit loading in countries with limited Internet infrastructure. If you allow e-commerce, check currency conversions frequently, include required taxes and fees, and pay for strong security measures. Finally, test your website with a local language and culture expert. For example, if your website background uses a color associated with mourning in the culture, change it.