Slide footer Marketing: Establishing Your Brand in the U.S. Market RON MONFORD Chairman, US Chamber Small Business Council On International Trade and President and CEO Mind Over Machines, Inc.

Slide footer Agenda Strength of U.S. Small Businesses Community Challenges Faced by Small Businesses Why Is a Brand Is Important in the U.S.? What Matters to the U.S. Market About Turkish Products? How Should You Target Your U.S. Buyer? What Tactics Work Best to Reach Your Buyer? How Important is a U.S. Web Presence? Examples of Good Websites How to Use the Web to Market Your Products

Slide footer How Many Small Businesses Are In the U.S? 17,000 businesses with greater than 500 employees 100,000 businesses with greater that 100 employees 5.8 million businesses with less than 100 employees 18.6 million businesses with less than 5 employees

Slide footer 2005 U.S. Imports From Turkey PRODUCTVALUE ($)PERCENT MINERAL FUEL, OIL $ 533 M 10.3 % APPAREL, ACCESSORIES $ 525 M 10.2 % IRON AND STEEL $ 460 M 8.9 % KNIT APPAREL$418 M 8.1 % All Others $ 3.2 Billion 62.6 % GRAND TOTAL $5.2 Billion100% Source: U.S. Dept of Commerce

Slide footer How to Approach U.S. Buyers Americans place a high emphasis on how a product is positioned Americans are very price conscious Americans place a premium on a brand America is actually many different markets that are NOT united but very different

Slide footer What is a Brand and Why Is It Important? Product Name Logo Tagline Product Story Website

Slide footer Famous U.S Brands Around the World

Slide footer Who is Your Market in the US? BUSINESSES ▪Vertical Industries ▪Geographic Regions ▪Large vs. Small Companies ▪Resellers vs. End Users CONSUMERS ▪Gender Groups ▪Age-Specific Groups ▪Ethnic Groups ▪Common Interest Groups Know Your Audience!

Slide footer What Matters in U.S. Market About All Products High quality Product works as advertised Unique features or benefits over other similar products Convenient to purchase Price matches perceived value

Slide footer What Makes Turkish Products Desirable? Is it the ONLY product of its kind? Is it the BEST one out of a group of similar products? Is it the MOST WIDELY used by a certain group of customers? Is the NEWEST one of its kind, where the other competitive products might be out of date? Is is more INNOVATIVE than the others? Is it more ECONOMICAL than others?

Slide footer Why is a Web Presence Important in the U.S. ? All U.S. businesses have one Provides credibility for you and your product Offers convenient information about your products Offers a low-cost way to inform buyers of new products Provides easy way to collect information from buyers US consumers use the web to research products

Slide footer U.S. Web Usage Trends 5.1 Billion web searches in the U.S. in 2005 ▪2004 searches totaled 3.3 billion 207 Million people in the U.S. connect to the Internet Online searching is the primary tool people in the U.S. rely on to do research about anything Google is the #1 Search Engine ▪In 2005, 48.8% of all searches were done on Google ▪21.4% of all searches were done on Yahoo ▪10.9% of all searches were done on MSN Source: Nielsen/NetRatings

Slide footer Most Visited U.S. Websites Top Three ▪MSN.com ▪Yahoo.com ▪Google.com Other Top US Websites: ▪Passport.com ▪Aol.com ▪Ebay.com

Slide footer What Makes a Website “Good”? Simple, not cluttered White background Clearly describes your products, shows relevant photos Makes it easy for buyers to find what they’re looking for Provides brochures and ordering instructions Provides way to collect names and contact information from buyers Lists retailers that sell your products Allows visitors to contact you by

Slide footer Three Examples of Excellent Websites

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How to Market on the Web Collect names and addresses of potential buyers from a form on your website Register your site on the search engines (Google, Yahoo, etc.) Offer a free newsletter to interested buyers Place ads on search engines Send press releases to buyers through Link to other websites Display customer testimonials on your website

Slide footer Advertising on Search Engines Free, keyword listing ▪Automatic, you do nothing. Takes 2-4 weeks for inclusion Paid inclusion listing ▪Special fee to have your website included in 1-2 days ▪Important if you have products that change often Paid placement ad ▪Costs vary. Ads appear on top or side of results page

Slide footer Examples of Successful Web Ads Anheuser Busch (Budweiser Beer) ▪Advertises its beer on Friday afternoons on the financial news site, Marketwatch.com. The target audience is stock brokers. Ads let them know it’s almost closing time and time go out for beer. McDonalds ▪Advertises breakfast meals in the morning hours on Yahoo’s site and ESPN.com (the sports news site)

Slide footer A U.S. Marketing Plan Should Contain: Product Descriptions ▪brochures, manuals, other literature needed for your product Product Price List ▪Include special volume discounts or deals Product Packaging ▪Does it meet government standards or regulations for labeling? Product Promotions ▪Will you advertise? Participate in trade shows? Send mailings? Product Distributors ▪Who will sell your product in the U.S.? Where will it be sold?

Slide footer How to Be a Success in the US Market, which is: Competitive ▪Show how your product is different from the rest Crowded ▪Show how your product solves a specific need Confusing ▪Show how your product suits a specific audience Collaborative ▪Show how your product can be combined with other complementary products to appeal to wider audience Cost conscious ▪Show how your product has value