global is not a name of a country new
TRANSCRIPT
ABOUT EASY FOREX
Online trading group founded in 2003 operating in 160 countries
HQ in Limassol
150 employees worldwide
A LITTLE BIT ABOUT ME. MY PRIVATE STARTUP
BRIEF CV
BRIEF CV 4 years software development
6 years of software development training 10 years in sales & business development 5 years in venture capital & private equity
7 years in senior management roles in global corporates
3 years teaching entrepreneurship program in college 7 years teaching personal growth workshops
COUNTRIES I HAVE DONE BUSINESS WITH
LOCAL EXECUTION • Do we want to go global? • What continents/countries? • What is the ideal entry mode? • What is the international marketing mix? • What should the organizational structure
look like so that we can implement?
GLOBAL STRATEGY
REALLY?
ONLY WITH YOU…
HERE IS A SECRET I AM GOING TO SHARE,
READY? READY?
A. Localize Brand ID & Messages B. Stick to the current C. It depends
KEEP THE BRAND?
CHANGE IT?
PERCENT CHANGE IN STOCK PRICE* SINCE NOVEMBER, 2010
MARKETING USED TO BE EASY…
MARKETING USED TO BE VERY SIMPLE…
BUT THESE DAYS…
IT IS A TOUGH PUZZLE TO BUILD
COMPONENTS OF A SUCCESSFUL GLOBAL MARKETING ORGANIZATION
LOCAL PEOPLE
MARKETING INFRASTRUCTURE Technology, technology, technology
LOCAL AGENCIES/PARTNERS Creative / design
Copyright Content
PR Media Buy (SEM, SEO, display, mobile, print, TV, etc.)
BUDGET
MARKETING TECHNOLOGIES
Website that supports desktop and mobile (smartphones & tablets)
Analytics CRM
Marketing automation BI a.k.a. “big data”
Database marketing (email, SMS, QQ..)
DO’S & DON’TS
WHY We work hard to make it easy.
HOW Easy to learn. Easy to understand. Easy to enjoy.
WHAT Web trading platform. Desktop trading platform. Mobile trading platform. All major currencies. Commodities. Options.
TEST THE RELEVANCY OF YOUR CORE VALUES
• Brand ID • Audience definition • Positioning • Unique Value Proposition • Messaging
BRANDING. HOW YOU PACKAGE IT.
• Market Research • Map capabilities Vs. market needs • Define proposed value to each target audience • Localize offering/messages/marketing materials • Differentiate from competitors • Define marketing channels and their mix • Apply metrics • Define the required marketing infrastructure • Think "acquisition"... • ..but do not neglect "conversion" and "retention"
GO TO MARKET STRATEGY
MAKE SURE YOU HAVE THE RIGHT BUDGET
MAKE SURE YOUR OFFER IS ATTRACTIVE
IT IS ABOUT THE SMALL DETAILS, NOT JUST THE BIG PICTURE
THE RIGHT MIX
SOCIAL MEDIA IS A MUST! We’ll do a Facebook page…
CHOOSING AGENCIES - BEWARE OF “EXPERTS”
USE THE RIGHT MEDIA CHANNEL
TEST BEFORE YOU GO LIVE
CHECK FOR NAMING CONVENTIONS
PROOF YOUR TRANSLATIONS
USE LOCAL COPYWRITERS…
KNOW YOUR AUDIENCE AND RESPECT THEM
MASTER TECHNOLOGIES & TOOLS
• There is no difference between expanding to a new country or to a new town - you still need a good plan
• Marketing infrastructure is a must • There are no rules, so, research, plan, execute
and optimize • Identify your unique assets and outsource
the rest (experts, technology and outsourcing)