The fundamental question today may have become: How can you improve international brand presence expanding borders?
In today's world, it doesn't matter in which country a brand was born. The impact of globalization and digitalization, distances disappear and people can access the product or service they want from anywhere in the world. The world has long been a global village, as Marshall McLuhan predicted years ago. Popularized by McLuhan, the term ‘Global Village’ describes the phenomenon of the world becoming more interconnected as the result of the propagation of media technologies across the globe. In this global village, traditional communication methods and existing markets are limited. As a result of this, they are insufficient to expand the customer network. With the integration of technology into our lives, brands have the chance to reach more people by working on different communication methods.
As e-commerce becomes more and more popular throughout the world, shopping becomes virtual and the speed of access to information is measured in seconds. We can do our daily shopping or order food with just a single mouse click. In our time, we are talking about deliveries via drones and automating processes with artificial intelligence. It doesn’t matter where we are living in the world any more thanks to the online services and products.
We are living in a time and space independent, interactive and digital era. Newly established companies prefer to invest in digital stores to offer international services and products instead of opening psychical stores or workplaces. Organizations that want to expand their business from the domestic market to foreign markets and increase their income started to focus on searching new communication strategies. As a result, Online PR came into play.
Today, where the competition is intense, the share in the pie is getting smaller each day. Companies have to open to international markets in order to expand their products or services. Digital PR, digital advertising, collaborations with influencers and events are the important communication strategies for the companies that are wishing to enter the foreign markets.
An international PR campaign that involves these communication strategies may be very effective and contribute to the public image of a brand. However, the overall cost of these studies should not be underestimated. At the end of the day, the important thing is whether or not these studies pay off; in other words, the return of investment (ROI). Most of the time, the budgets of communication work outweigh the profits at the end of the work.
Companies are having a hard time reaching their target sales rates in international markets and trying to get the same level as big brands. Because of this, initiatives focus on effective and budget-friendly press communication approaches while planning their market entry strategies.
Press release distribution, one of the most effective communication tools to develop an international presence, offers low costs and the advantage of being visibility in the international press.
Before entering a new market, there are two critical steps to pay attention. Conducting market research and then introducing the company to the public. Knowing that many factors affect purchasing decisions, these steps need to be taken very seriously when entering a foreign market. Building trust among the audience while increasing brand awareness is the key milestone.
When we look at the world’s leading brands, we can easily see that they have established a ‘bond of trust’ with their customers. How do potential customers turn into loyal customers? How can we maximize the time spent by customers in choosing a brand?
The first step of the communication activities abroad is attracting the attention of the target audience through newsworthy press releases. While doing this, companies need to focus on a topic that has both news and PR values. The primary purpose of distributing a press release is to support the products or services of a company with newsworthy content. Thus, the target audience becomes aware of the company.
The second step is to engage in communication activities that will increase your competitiveness in the international market and enable you to access financial resources. The most economical and fastest way to be implemented in the first two steps, especially in the works aimed at creating a sense of trust, is to send a press release. Through press release distributions, you provide news content that is of general interest to the public and strengthens your brand's reputation. When you create the right perception in the media, you also have the key to reaching loyal customers. You can also crown the press release with special news and interview opportunities.