Foreign Policies

The international market is key for the Lee County Visitor & Convention Bureau, so the VCB maintains a marketing presence in Germany, the United Kingdom and France.

But while it uses many of the same tools there as in the United States, from printed brochures to a Web site, some tweaks are necessary when it comes to what the VCB says and how it says it to prospective international visitors.

“There are times, even in the UK market, where we may change our messaging slightly,” says Suya Davenport, the VCB’s executive director. “We did an ad where we had something about a seafood dish here, and when we got feedback from the UK office, they didn’t know what kind of fish it was. It’s slight nuances like that. We have people in each market to help us with our messaging.”

Companies can sometimes reap big rewards by taking their message abroad—if they do their homework about the best ways to reach those markets.

“It’s extremely important that you understand all about where you’re marketing,” says Blanaid Colley, business development director for Sanibel-based Hillgate Communications and a 20-year veteran of the international public relations industry. “Doing your research in advance is totally an imperative.”

Know what you’re getting into and why. “The very first question you want to ask yourself as a business owner is, ‘Why do I want to do this?’” says Peter Karastamatis, an associate professor in the business department at Hodges University. “Do you think you can expand your market? If that is the case, have you already expanded or maximized it here in your home country? It’s a lot easier to market here.”

Research, research, research. Businesses must know their competition and how it’s positioned in the marketplace. They have to understand their target market and its buying habits, as well as the costs of doing business in that country. For example, says Colley, “In Europe, employing someone can cost three times the cost in the United States.”