The Global Marketing Show

Adam Blanco, Founder and Managing Director at e8/Q Technologies, thrives in situations with political volatility and emerging markets. 

He joined the Peace Corp to go to Russia during their emerging capitalism journey. 

Now, he consults with companies in the Balkans and Ukraine. 

Adam’s insights into when to enter, how to succeed, and when to get out in markets lacking infrastructure, laws, financial support, banking systems captivated me. 

And learn why Russians are more apt to say they are “normalna” (so-so) rather than “great” when you ask them how they are doing.

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with Adam -

• LinkedIn - https://www.linkedin.com/in/adam-a-blanco-1412743/
• Email - aablanco@e8qtechnologies.com
• Website - www.e8qtechnologies.com

GloMusic: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

Nick Leighton, executive coach, international marketer and author of Exactly Where You Want to Be: A Business Owners Guide to Profit & Happiness (www.exactlywhereyouwanttobe.com), brings adventure and fun into the world of global marketing. 

As an owner of a creative agency founded in old Dubai, he hired a diverse team to achieve their goals, won large international contracts, and then sold his agency to be with his wife in Southern CA. 

Listen to this fun episode where we talk about his “Champagne Moment” in a hijacked helicopter while hosting international journalists in Pakistan, riding in a car high speed chase in Moscow, and how he met his wife at the Playboy Mansion. 

You will be edutained!

Links:

TAAN - https://taan.org/ 

PRGN - https://prgn.com/

Exactly Where You Want to Be: A Business Owners Guide to Profit & Happiness - https://www.exactlywhereyouwanttobe.com/ 

Buy the book - https://www.amazon.com/Exactly-Where-You-Want-Happiness-ebook/dp/B0764TRZNJ 

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with Nick - https://www.linkedin.com/in/nickleighton/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

Omer Menashe, CEO at eMojo (https://www.emojo-digital.com), explains why Israeli companies must think global from the start – with a small population there just isn’t room for growth.  

Over the last 10 years, he’s gone from owner of a start-up in Tel Aviv servicing local companies to now being based in New York City and managing over $10 million in ad spent each year. He expanded globally by reaching out to people in his network to schedule 45 meetings for his first week in New York.  

He admits the first step is the hardest yet if someone wants to grow, they can do it. 

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/ 

Connect with Omer: 

• LinkedIn - https://www.linkedin.com/in/omer-menashe-251a4b35/  
• Facebook - https://www.facebook.com/omermenashe  

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com 

In today’s globally connected world, the expansion opportunities for American businesses are arguably unlimited. Yet surprisingly, only 1.5% of small businesses in the US export their products or services internationally. Tapping into the benefits of exporting represents a significant growth avenue for entrepreneurs willing to navigate the international trade landscape. And there are countless resources to help you get started. 

In this episode of The Global Marketing Show, Andy Karellas, Executive Director of the State International Development Organization (SIDO) and Director of International Affairs at the Council of State Government, shares his best advice for businesses considering international expansion, from “why to export” to “how to export” to “who can help you export.” And he explains how at the core of any successful expansion effort is thoughtful attention to the language and culture of the target market. 

The Export Advantage 

American products and services command respect – and often premium prices – in international markets. This advantage, combined with data showing that over 50% of consumers will pay more for information in their native language, creates a compelling business case for localization and international expansion. 

The benefits of exporting extend far beyond simply increasing your customer base. Businesses that export: 

Grow 5-7% faster than non-exporting companies 

Pay 18-20% higher wages, on average 

More easily weather economic downturns 

Andy explains that the last point is particularly compelling. In the previous US recession, companies that did not export saw revenues decline by 7% while exporting companies grew by 18%. The numbers are proof that expanding internationally effectively provides a hedge against domestic economic fluctuations. 

Resources at the Ready 

Small businesses don't have to navigate international markets alone, he adds. Extensive support systems exist at both state and federal levels. 

"Jump right in," Andy advises. "Don't be afraid to ask any and all questions – there's no wrong or dumb question. It's mapping it through and just kind of getting a good understanding of each [resource]. And that's all that’s needed for an export strategy, which the states and all partners, especially the Commerce Department, SBDCs, our trade offices, can guide you through." 

He suggests starting with these resources: 

• State Trade Offices: Each state has dedicated resources to help businesses export. You can find your state's office through the SIDO directory at sidoamerica.org. 
• US Department of Commerce: The Commercial Service has specialists to guide businesses through market selection, pricing strategies, buyer identification, and shipping logistics. 
• US Department of Agriculture: Offers specialized programs for agricultural exports. 
• Small Business Development Centers (SBDCs): Partnerships between universities, the Small Business Administration, and states that provide localized assistance. 

And networking through these organizations: 

• District Export Councils (DECs): Comprised of approximately 108 groups across the US, these councils facilitate small business mentorship programs led by professionals with real-world experience. 
• SIDO STEP Coalition: Businesses share opportunities and success stories created by the State Trade Expansion Program. 
• Industry Associations: Look for specialized industry groups like the National Association of Manufacturers, which can be especially useful for building international focus groups. 
• International Executive Resource Group (IERG): A global organization of business leaders with international experience. 
• Soft Land Partners: Helps companies establish international operations and navigate foreign markets. 

These networks provide opportunities to learn from experienced exporters, share best practices, and find potential partners for international ventures. 

Financial Support Through STEP Grants 

The State Trade Expansion Program (STEP) offers grants to small businesses to offset the costs of international expansion. These grants can fund: 

• Marketing reports and studies 
• Translation services 
• Ecommerce platform development 
• Trade show participation (including registration fees and travel expenses) 
• Compliance documentation 

Each state administers STEP grants differently, so businesses should contact their state trade office to learn specific eligibility requirements and timelines. 

Understanding the Export Process 

Andy believes navigating international trade is less daunting if you simply break it down into manageable steps. "There are many layers involved in that whole process, which I find extremely fascinating," says Andy. He adds that the export process isn't typically covered in depth during undergraduate business education, which is why connecting with experienced partners is so valuable. 

Here are the key steps in taking your business global: 

1. Market Research: Identify initial target markets using data resources from the Commerce Department, Department of Agriculture, and state offices. Evaluate market potential, geopolitical risks, and trade agreements. Most importantly, research your target market’s customs and business culture down to the region, soliciting from local, in-country partners. 
2. Product/Service Preparation: Adapt offerings for international markets. This includes professional translation by native-speaking humans for marketing materials, product descriptions, and websites; anything meaningful to the buyer’s journey that needs to be translated into a local language requires high-quality translation. It also means ensuring that your ecommerce platform can handle international orders and display appropriate currencies and shipping options. 
3. Compliance and Logistics: Navigate export restrictions, country-specific import regulations, and shipping requirements. Learn about International Commercial Terms (Incoterms) to clarify responsibilities for shipping costs, insurance, and transportation risks. 
4. Buyer Identification: Connect with potential partners through trade shows and targeted trade missions. "That's where everybody starts relationships," Andy explains, noting that these events allow buyers to see and sample your products directly. 
5. Follow-up and Relationship Building: Maintain communication with potential buyers. International business often moves at a pace different from domestic transactions, requiring patience and consistent follow-up. "You might not secure a sale for six months or a year. It might take multiple trips before you finally succeed," Andy shares. 

State and federal resources designed specifically to help businesses navigate the complexities of international trade can support each step in this process. The key is connecting with these resources early to develop a comprehensive export strategy tailored to your business's specific goals and capabilities. 

The Path Forward 

Andy's advice for businesses ready to explore international opportunities is straightforward: start by contacting your state’s trade office. They can help assess export readiness, identify target markets, and connect with necessary resources. 

With proper preparation and the right partnerships, small businesses can confidently step onto the global stage, accessing new customers, diversifying revenue streams, and building resilience against domestic market fluctuations. 

The resources are available, and the opportunities are abundant. For small businesses seeking growth, it's time to consider the world beyond our borders. 

 

State International Development Organizations (SIDO) Links: 

www.sidoamerica.org

https://www.linkedin.com/company/state-international-development-organizations-sido/

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with Andy - https://www.linkedin.com/in/andreaskarellas/ 

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

Hakan Ozsancak, EVP Chief Finance and Communications Officer for Washington Institute for Business, Government, and Society, has lived in 7 countries and speaks 5 languages. 

If he doesn’t feel like he fits in, it’s not “others” that make him feel different, he looks for what he can do himself to get along.

Listen to this interesting discussion about what it takes to win at cross cultural and global business.

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with Hakan - https://www.linkedin.com/in/hakanozsancak/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

Laurent Kahl, Import-Export Consultant at GlobalFootprints, is a US citizen who was born in Venezuela and lived in 8 countries before graduating from high school. 

After college, it was natural for him to enter the global business universe. 

Listen to him talk about his experiences and explain why companies should go global!

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with Laurent - https://www.linkedin.com/in/laurentkahl/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

In this week's episode we share a recording of a recent webinar "Expanding Your Business Internationally." 

When expanding a company internationally, there are some obvious things that everyone has on their to-do list, such as arranging logistics and hiring new staff. 

Behind these obvious checklist items, there is a long list of smaller tasks that are easily forgotten during internationalization. The implementation of these tasks can make or break the success of an expansion.

Presented by:

IP attorney, David M. Roccio (droccio@lalaw.com) who presents the information necessary to make well-informed decisions with respect to protecting your innovations outside your home country and avoiding potential pitfalls of unfamiliar patent laws. - https://www.linkedin.com/in/davidroccio/                                            

International expansion expert and previous guest of The Global Marketing Show (show #24), Nina Ann Walters(nina@expandise.com), highlights some of the small things you can do that will have a big impact on your international success. - https://www.linkedin.com/in/ninaannwalters/ 

Our host and translation expert Wendy Pease (wmpease@rapportintl.com), who discusses how to avoid the potential traps of machine translation and optimize international growth through high-quality, culturally adapted content and translations that connect you to your target audience. - https://www.linkedin.com/in/wendypease/

And moderated by Bill Kenney (bill@meetroi.com), Owner of Meet, founder of Soft Land Partners and past Global Marketing Show (show #6) guest. - https://www.linkedin.com/in/bkenney/                            

 

LINKS:

Soft Land Partners Export Readiness Checklist - https://softlandpartners.com/readiness-checklist/

 

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

Joe Nocito, International Sales and Global Marketplace Business Development at Darn Tough Vermont, laughs as he tells people sitting next to him on a flight that he’s a sock salesperson.

It’s true but it’s an understatement to all that he’s done. 

Over the last five years, he’s taken Darn Tough Socks from 3 countries (US, Japan, and Canada) to 25 countries around the world.

We deep dive into how he and the senior management team developed their international growth strategy and talk about grants available for translation. 

And for fun, hear about why the socks they sell are different in Sweden and Norway!

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with Joe - https://www.linkedin.com/in/jnocito/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

Mayumi Ishii, current Chief at Chrysmela, worked for years as a McKinsey Consultant and Analyst for Nomura Securities. 

When she came across a product manufactured in Japan that solved a 5000 year old problem, she decided to start selling it in the United States. 

She explains why she decided to keep the Japanese name and branding and then gives great advice for launching a consumer product across countries. 

It’s a product you want to hear about!

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with GUEST - https://www.linkedin.com/in/mayumiishii/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

John Jove is the General Manager of PepsiCo International Sales and has tons of great stories and advice to share. 

He’s personable, insightful, curious, and a lifelong learner. 

In this interview, you can see why he’s been so successful. 

Learn about “Portañol” and “Jeitinho”. 

And, where Google is appropriate in global marketing.

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Connect with John - https://www.linkedin.com/in/johncharlesjove/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com