Get Paid: Multiple Channels Add Power to International Campaign
As the international marketplace becomes increasingly sophisticated, and international markets continue to grow both in strength and scope, U.S. marketers are rethinking their global strategies. While many companies have tested the international waters via one channel, such as the Internet, retail or direct mail, few have reached their full international growth potential using a single-oar approach.
When you rely on a mix of vehicles, you can strengthen response for each channel employed, especially when you include two or more of mail, periodicals, telemarketing, radio/television, package inserts, card decks, Internet or e-commerce. From years of experience in the domestic marketplace, we know that appropriate use of multiple channels can have a symbiotic effect on each of the channels used, e.g. direct response drives retail sales; direct mail drives customers to the Internet. The same is true around the world, but for international campaigns, there are a few extra tricks to maximizing sales while minimizing channel conflict. These include:
• Shipping and handling fees that recognize international fulfillment realities;
• A consistent approach to pricing and payment across channels; and
• Establishing the facilities required to respond promptly and thoroughly to customer complaints.
Shipping and Handling
There are a number of challenges associated with fulfilling international orders from the United States, including the high cost of delivery to foreign countries and the local customs and duty regulations in your destination markets. Whether you advertise via the Internet, mail or another channel, shipping and handling prices need to reflect the real cost of shipping to your recipient’s home country, while remaining reasonable for the customer.
You may choose to eliminate certain types of products from your international offering because unreasonably high duties payable by the customer upon delivery often result in costly returns.
One way to reduce costs and customs headaches in major markets is to outsource packing and shipping to a local company in your customer’s market.