Interview by email on 3Nov 2016
"RELEVANCE"
Designed For A Different Market
When a brand starts up a new line or strategies in a new market, is there anything that you are mostly concerned about? What do you think of the social media aspect and are there any changes to the promotion to fit the target market?
"In terms of launching a product in a new market, it's really about the context for the product. Any good product should try to address a need for the prospective customer; solve a problem for them, in many ways. But the need or the problem could well be different in another cultural context, which creates particular challenges when it is an existing product originally designed for a different market. So the key concept here is 'relevance'. Once you have a compelling proposition that resonates with your prospective customers, it's then about defining these customers, and understanding what message will appeal to them, and the media channels they consume so that you can place the message in the places they will see it. The way to do that is to think about the 'customer journey' and what you need to say to them when they are searching for information, making a choice, and then purchasing. Different media will be appropriate at each stage."
Martin Williams, Business Coach
Martin holds an MA in Marketing, guest lectures in higher education, is a Chartered Marketer and represents the tourism industry and Cornwall’s marketers on the CIM’s South West Regional Board.
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Martin has worked in marketing for more than 20 years. He began his career in bookselling with Bertelsmann, work which won a Royal Mail/DMA award. He joined LEGO Software as Global Product Manager. Martin then managed partnerships for LEGO UK. Martin moved to Cornwall to join the Eden Project as Sales and Marketing Director. He now focuses on delivering business coaching for Oxford Innovation.
