Exporting to the United States – A Team Canada Inc Publication

2.8 Developing your export marketing plan

Export marketing plans are always works in progress, and successful exporters begin developing theirs almost as soon as they decide to go into international trade. Assuming you've done this as well, the final selection of your market means that you can now put the finishing touches on your own plan.

Whole books have been written about this subject, and we won't try to compete with them here; for a general overview, you might read Chapter 4 of the Step-by-Step Guide to Exporting. In the meantime, remember to consider the following in your export marketing plan:

• exchange rate fluctuations between the U.S. and Canadian dollars;
• the expense of business travel to and from the U.S.;
• costs involving third parties such as U.S. customs brokers, freight forwarders and possibly U.S. representatives or agents;
• possible modifications to your product because of U.S. standards, regulatory requirements or consumer desires;
• insurance for travel, goods shipping, and so on;
• delays at the border and the costs of these delays; and
• extra packaging to cope with increased handling and travel time.

In addition to allowing for factors like these, you'll need to research the price trends for your particular product or service in the target market, so that you'll understand both your competitors' pricing strategies and the buying patterns of your potential customers. At this stage, you can obtain valuable assistance from trade officers at the appropriate Canadian consulate in the U.S., who will be familiar with the local business environment. (For a general discussion of the factors involved in establishing prices, you can also refer to the "Setting Prices" section of Chapter 4 of the Step-by-Step Guide to Exporting.)

Your approach to advertising and promotion also requires careful thought. American attitudes to matters such as the environment, politics, religion and political correctness often diverge from Canadian viewpoints; attitudes also vary considerably across the U.S. and amongst its inhabitants. As a result, marketing that works well for you in New Brunswick may fail in Montana, and what works in Montana may fail in Louisiana. As before, you'll have to do research to find out what does work, and where. Again, Trade Commissioners at the Canadian Embassy and at the consulates in the U.S. will be able to assist you.

Also, if you decide to use an agency to handle your promotional materials and marketing campaign, make sure the firm – whether Canadian or U.S. – clearly understands the market you're entering.