This episode of Fractional Futures offers a CFOs perspective on the role of marketing on international expansion.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO.
Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the complexities of international expansion for businesses. They explore how to adapt marketing strategies for new markets, the importance of building a global brand while maintaining consistency, and the financial risks associated with entering international markets. Rob shares insights on the necessity of market research, building relationships, and the long-term perspective needed for successful brand building in diverse regions.
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Chapters
00:10 Introduction
01:25 Adapting Marketing Strategy for New Markets
04:38 Picking the Right Market
09:09 Living in the Target Market for Research
11:36 Building a Global Brand
13:13 Be Patient to Build Traction in the New Market
15:58 Creating a Sub-Brand as a Market Entry Tactic
17:59 Price Sensitivity in New Markets
19:46 Financial Risks in International Markets
23:03 Treating New Markets Differently
25:35 Episode Summary & Close
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Key Takeaways
- International expansion presents both opportunities and challenges.
- Cultural, economic, and regulatory differences require tailored marketing strategies.
- Building relationships with local distributors is crucial for market entry.
- A strong global brand helps in gaining credibility in new markets.
- Brand building is a long-term investment, not a short-term tactic.
- Market research is essential before entering new international markets.
- Different regions require different entry strategies and pricing models.
- Trust and partnership building are key in relationship-driven markets.
- Digital infrastructure must be localized for effective market penetration.
- Businesses should focus on one or two markets at a time for effective strategy.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Rob Nicholls, Strategic CFO & Board Advisor
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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