Part III of Going Global is the really fun part. At this stage you’ve researched your ideal regions to target and the infrastructure you need to ship. Now in this next phase you get to play and envision how your brand will take on identity in this new market.
Who will be experiencing your brand? How will your brand be perceived? What does your new customer care about? Lets dive in.
Go global, but think like a local.
Identify local Instagram influencers and celebrities, not global ones
It’s easy to be in awe of Instagram influencers and celebrities and want to get your product on them because they have access to so many followers. While there can be an ROI on celebrities, the cost is very high. Your attention would be better spent on working with smaller influencers who have high potential to convert at a lower cost. Think about an influencer who has less than 5,000 followers and great engagement (2% and higher). See what comments they get, and look at their followers. Pick a few that you want to build a relationship with pre-launch and start the conversation now.
Identify local bloggers
These are the ones who are going to write about your brand. Bloggers are different than the Instagrammers. You may have noticed but lately IG influencers don’t always carry over to bloggers. Their sites can look shabby and their influencer weight is really only heavy on IG. The bloggers you want to hone in on will be those who attend events, get photographed by fashion photographers, and are connected on the ground, not just online.
Identify local events
Part of any smart market entry strategy involves getting your product into the actual hands of your customers. This can take on a variety of forms, but will require someone on the ground to help you organize. You can participate in some events where they will curate the products for you, but I think its better to have someone who can be on site and make sure the merchandising, placement, and proper placement takes place.
It’s helpful to find out which organizations are in your target area are involved the fashion/retail scene. These would be potential event organizers or even Facebook groups where local designers organize. Determining the best adjacent brands to you will help with this a lot. Adjacent brands are those in your target market that aren’t competing in your particular product category. These brands would be ideal for you to sit next to during a pop-up shop. Once you identify those brands, reach out and find out which organizers/events you should avoid and which to participate in.