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    חו"ל Strategy

    Marketing from Israel

    0 תגובות   יום שני, 8/6/09, 11:07

    How does an Israeli company market to the world?

     

    I thought that it would be easy two years ago when I started. The idea was to go to people and say: "I will help you market in English to the world". First most people thought that it swas simple. Just write a few brouchures and find a few sales people in the US. It turns out that it does not work. For most of the Israeli companies, the cost of starting up a marketing effort does not seem to bring in enough dollars in sales. Why is this the case? Some people simply think that Israeli companies are too small or unkown. But this is not the case, small hotels in Tel Aviv have enought business and most do no marketing at all. They are in many directories and they have a reputation from tourists, word of mouth marketing is one of the best ways to build a reputation. What small Tel Aviv hotels have done for years, other businesses have just started to notice. 

    Marketing is half art and half science. The art component is telling of a story. Telling stories takes a certain skill. There is a part of telling a story which relates to the core ideas. There is a part which connects to the audience. A story in the wrong voice (for kids not their parents) does not work, it is not engaging. The science part of telling a story is getting much easier today. In a blog you know right away if your have a good story. This is what we see in YouTube, MySpace, Technorati, Digg... social tagging is a modern equivalent to public census of the 1950's. If you have a good story, picture or video, people will at least read or look. If they like the story they will pass the information to friends and so on. This behaviour is not new, social diffusion has been known for a long time - that is the nature of fads. 

    Next time >> how to you tell your story? Start with what you know and what you want to tell . . . 
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