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Allyson Stewart-Allen is the Founder & Director of International Marketing Partners in London, United Kingdom, and a member of the final judging committee for the management awards categories in The 2012 International Business Awards, the world's premier business awards competition. Here Allyson shares advice on ensuring brand success in the international arena.
 Internationalization in a recession can be done—it just takes thorough planning and confidence. Instead of listening to the constant stream of headlines about brands that have failed overseas, let’s replace those with some success stories about the companies that have done it right, that have been methodical, that have adapted and made great profits.
Plan for Success
Research the structure of your target international markets and your competitors. It is critically important that you know the potential challenges ahead. Through your research, identify key editorial and press opportunities that can help you become known in your growth markets.
Consider a tradeshow and arrange meetings in advance with potential buyers.
Identify cities for growth that will attract your target clients/customers and focus on saturating those. Focus is the name of the game.
Measure the Market
If the USA is your target market for expansion, even if the “English” used seems to be the same language as that used in the U.K., it’s important to understand cultural differences. Try our quiz: Are you ready to work with Americans?
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