PROMOTING PRODUCTS ABROAD : The various methods of export promotion usually adopted are advertising, direct mailing, point of purchase displays, and trade fairs and exhibitions. Let us discuss them one by one.
i) Advertising: This is the most usual way adopted to bring the products to be sold to the notice of foreign customers. The advertisement campaign has very often to be adapted to the specific requirements of the target market. Hence, advertising in foreign markets becomes a pretty expensive affair. Availability of media may also be different from country to country. In a country where literacy rate is low, the effectiveness of a printed advertising copy obviously becomes low. Commercial radio may be the proper medium in such a marketing situation.
ii) Direct mailing: As against advertising, direct mailing costs much less. In addition, it is selective and more personal. It is selective because approach is made directly to those who have been identified as the target audience. It is personal because the letter and other publicity materials are mailed either by name or by designation of the identified receiver.
Mailing lists can be prepared on the basis of names and addresses given in the trade directories or they can be purchased from merchandising service companies. Once the list is ready, the letter and other printed material are 'to be designed in a way so as to give a personal touch. The receiver must feel that the letter is not a routine one but something different and personal. It must also be attractive to retain attention. By and large, direct mailing is the most effective method of promoting products abroad provided sufficient care is taken to design the product brochures, catalogues, etc.
iii) Trade fairs and exhibitions: They constitute the means of presenting goods and services in an attractive manner with the'aid of colour, light and motion. This catches the imagination of the visitors, attracts their attention and gets them interested in the objects displayed. Participation in a trade fair will help the exporter to have an idea of (i) what is available in the market concerned, iii) who would be his competitors, (iii) to what extent would the product have to be adapted, (iv) prevailing prices in world markets and (v) strengths and weaknesses of competing products. In addition, he would be able to know the new developments and technological trends in his industry.