Slide footer Importance of a Web Presence in Establishing Your Brand in the U.S. RON MONFORD Chairman, US Chamber Small Business Council On International Trade and President and CEO Mind Over Machines, Inc.

Slide footer Agenda How Important is a U.S. Web Presence? Examples of Good Websites How to Use the Web to Market Your Products How to Be Successful in the U.S. Market

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 Famous U.S Brands Around the World

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

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

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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 ▪Example: McDonalds pays for ads on Google

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Examples of Successful Web Ads E-Trade (stock brokerage/trading services) ▪Advertises its brokerage services on the homepage of the New York Times newspaper website. Coca Cola ▪Advertises at the top of the ESPN sports media company homepage.

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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