Author name: Bill Kenney

Exhibitor Tips, Market-Entry

SelectUSA 2022 Preparation: A Visit with Jason Hunt Pennsylvania DECD

Link to podcast found HERE Transcript to podcast found below: Bill : Hi and welcome to the next episode of belly to belly and today we’re focused on preparation for select USA 2022. And we’re joined by an from a wonderful friend, Jason hunt from the state of Pennsylvania. He’s part of the business attraction team. Welcome, Jason. Jason : Hi, Bill. Thanks for having me. It’s great to be here. Bill : Fantastic. So, you know, the obviously Select USA is a massive event and we have companies coming in from all over the world looking to enter the US, and I know many of them are interested in learning about Pennsylvania and the opportunities there would you mind sharing what your organization does to help companies that are coming into the US and particularly interested in Pennsylvania? Jason : Sure, so I work for the Pennsylvania Office of International Business Development. That’s a part of our state’s department of community and economic developments. We’re a government agency tasked with Investment Attraction. We also help Pennsylvania companies export their goods and services abroad in Pennsylvania has this dedicated office because international business is a big part of our economy. We have over 5100 foreign owned firms here in Pennsylvania, employing over 300,000 people. Pennsylvania’s products and services traveled to 218 markets around the world. It’s just over 5% of our GDP, value and exports. On the Investment Attraction side we have a network of 12 authorized representatives around the world covering 33 markets, who work with my team here in Harrisburg, our state capitol to help international companies who are looking to expand or to set up new locations in our state. We serve as business advocates and liaisons between these potential foreign investors and various layers of government here in the United States in Pennsylvania. We also provide free services including assistance with research about locations across Pennsylvania, identifying help identifying business sites, introductions to some of our regional and local economic development partners and customized financial assistance. We work with international businesses of all sizes, but I’d say the majority of the companies we encounter tend to be small or mid sized companies who are looking for their first location in the US. Bill : Oh, that’s fantastic. You provide such great service and you know and obviously, you said right off the top, it’s so great to be back in person. It’s like USA. We’re all sort of so much craving that. Now, why Select USA? Why is that important for Philadelphia to be present there and why are you looking forward to it? Jason : Sure. So it’s not just Philadelphia, it’s all of Pennsylvania. That’s a common misconception from the outside. Yeah. But yeah, so why do we participate? It’s at the end of the day, it’s to meet people. It’s a great opportunity for us to put Pennsylvania, Philadelphia, Pittsburgh all of our communities in front of a large audience of international companies in a wide range of sectors who are looking for opportunity, in addition to those prospective investors. It’s also we also like to use the conference to make connections to consultants and service providers who work with international companies. Because we want them to know that we’re available to assist their clients if they have, you know, clients looking at opportunities in Pennsylvania. And because it’s helpful to pick their brains and see what they’re seeing you they have clients looking at a wide range of states in a wide range of industries and it’s good to get kind of the bigger picture perspective. conversations with them and our counterparts in other US states who are usually all present. Help us to kind of understand how best to position Pennsylvania to attract new investment and see what the neighbors are doing. Bill : So both the idea that you can kind of meet so many companies that are coming into the US and connect with them and be able to help them and facilitate that, that successful entry, but also the connection to the network, the support network, and also a little bit of competitive intelligence. It sounds like Jason : Oh, sure. I mean, all 50 states are there you can’t help but see what the others are doing. But yeah, the networking is really the crux of the conference for us. Sure. Bill : No, that’s great. And, and as you said, You’ve been Pennsylvania’s been participating since the beginning. I think it’s this I believe, the ninth year of Select USA, but then again, thinking of the audience, these are, you know, in some cases, they already have some traction here in the US and they have, you know, experience in the market. As you know, in other cases, this may be their first trip to the US and you know, as you think about, you know, the event itself, and then whether it’s pre events, following events, or even just folks that have time, either pre or post conference. What are some thoughts you have about how companies can get the most out of this, both this visit to select USA and also their visit to the US? Jason : Sure, select USA has in the past done a lot of spin off events where either before or after, there’s opportunities to examine in detail different parts of the US. I think there’s less of that this year, though. Those are interesting if there happens to be one scheduled in a sector or in a location that’s relevant. I think, maybe next year, we’ll see those come back with a bit more strength. But I think focusing on the main conference, I think there’s probably three things I would I would suggest. One is you know if you’re early in exploring opportunities in the United States, be sure to attend the information sessions. The US Commercial Service, the Department of Commerce, does a good job

Exhibitor Tips, Market-Entry

SelectUSA 2022 Preparation: A Visit with Katy Sinnott from Wisconsin Economic Development Corp

Link to podcast found HERE Transcript to podcast found below: Bill : Hi and welcome to the next episode of belly to belly. And today we’re going to talk more about how to prepare best for select USA 2022. And we’re joined by one of our great friends from the state of Wisconsin. welcome Katie. How are you today? Katy : I’m really good, Bill. I’m excited to be here. So happy that Select USA is coming back in person really excited. Bill : Having withdrawl and it’s it’ll be so good to see everybody in person again this year and I know you all have been participating for quite a few years probably since the beginning. And you know, like, as you look at select USA and you think about your services, you know, what are what is WEDC, the Wisconsin Economic Development Corporation? What do you do to help companies coming into Wisconsin Katy : We do so much for our companies. We have full wraparound service, from the very beginning. When you’re thinking about where you want to locate in the United States, we provide all of the industry strengths that you’re interested in, talking about the workforce that you’ll be accessing, talking about the long term pipeline for your workforce and how that matches what you need. So we’re covering you when you’re just looking for your location. And once you have decided on the location, we help you in your next step. That’s the build up. We hope to get all of your authorizations for construction. We help you access the construction needs that you have as well as understanding permitting and if it’s a very, very large program, or project we would help you develop your own team was constant that will help you with that permitting process. And then lastly, we will open and we’ll be with you for long term. We wouldn’t just stay around for just the VA into the state, but we’re here to help you grow in the state. Selecting a new location of your country is a huge decision. And every company is very concerned that they’re committing to the right location, and they’re committed long term. So we speak with you from the very thing where you’re looking, select the location from the build out into your future growth in Bill : Wow, that’s fantastic. So really a multi phased approach to help with that decision give the appropriate sort of data and, and, and connection and then the process of both landing and then and then growing. It’s it really sounds very comprehensive. Katy : And that includes also the incentives that we offer. Bill : Fantastic. Well this is it’s great and certainly our audience, all international companies coming in and looking to come into the US so this is really appropriate. And again as I said off the top you all have been a part of Select USA for quite a number of years. Why? What is it about Select USA that’s so important? And why do you participate? Katy : Select USA is the most robust attraction event in the United States. There is no place where you can see a number of companies that are focused on expansion into the United States, where companies can meet the largest number of states in one location, of course reducing their costs for investigative process, as well as meeting all of the key leaders in the federal government as well as the state government the understand how play help companies land in Wisconsin and the United States Bill : That’s wonderful. Actually. I’ve heard people refer to it as the World Cup of US market entry. It’s kind of where you can see everybody all in one room and be very efficient in terms of making those connections. So yeah, Katy : companies can easily target the states that they’re interested in walk. have similar discussions with each state great understanding of what they have to offer. Bill : Now that’s fantastic. And that’s probably a really good segue to our next question, which is, you know, you think of the companies coming in some of into the US before and done, you know, whether they have customers who already are or you know, they’ve certainly done some market visits, others so it’ll be their first trip and for many their first time to select USA, how would you suggest that companies get the most out of the not just going to select USA but also in their in this trip to the US how can they really leverage their time? Katy : Sure, they’re, I guess two aspects one’s the event and then what to do after or before the event. I think when you’re talking about the Select USA Summit, it’d be pretty overwhelming. It is a huge event. So I think there are a couple key things that companies need to do. One, they need to do their homework, right? They need to have a well defined project, the timeline for that project, so that they can really respond to what they want. And they can talk about incentives in a meaningful way. But histories in a meaningful way. The other thing that they should do prior to landing in the United States, is to fill out their profile. So the profile in the Select USA on its application is the only way that the states can find you until the actual day. And if we can find you before we can do our homework. We can identify the groups and companies that make sense to our state. We look at our industry strengths and we match them to the companies that are coming into the United States. With them this event without that completed. I think that the companies really missed out on some extra research that could be done prior to their coming here. And then lastly, do that

Exhibitor Tips, Market-Entry

SelectUSA 2022 Preparation: A Visit with Alina Harastasanu from JobsOhio

Link to podcast found HERE Transcript to podcast found below: Bill : Hi, and welcome to the next episode of belly to belly. And today we’re going to be talking about how to best prepare for select the USA. coming up in June and in Washington DC and we’re joined by Alina from, from jobs Ohio and Alina, it’s great to see you. It’s been a little while since we’ve seen each other. Welcome to the belly to belly podcast. Alina : Thank you, Bill for having me aboard your wonderful both. Happy to be here. Bill : Thank you. Well, it’s always good to have additional passengers for sure. So we want to kind of attend to our items today. So jobs Ohio, how you guys are amazing. And I know our audience and we’re filled. Our audience are all companies that are interested in expanding to the US and can you share what jobs Ohio does to help companies get traction and be successful in Ohio? Alina : Sure. Um, so we are a private non for profit, we carry basically the same functions as your regular investment promotion organization that you would be familiar with abroad. All our services to companies are absolutely free. And cherry on top of the cake, we also manage the financial incentives of the state for businesses that want to locate or expand in the state. I personally work exclusively with European companies. And there’s a wide range of things that we can do for them, I get in front of them sometimes very early in their decision making process. Other times, they’re in a relatively more advanced state. But if it’s the first, so, a more incipient stage, we help them you know, for with everything that means informing the decision making process. So, research support that would the you know, yield the those numbers that would go into an NPV or an IRR or whatever model the company is using to decide on the feasibility of the project. So it would be, you know, cost and availability of, of labor costs of real estate, taxation, everything that has, you know, a numeric value that can be plotted and potentially benchmarked against other other states, if needed. If there multiple states into consideration, we would provide benchmark information as well against those states. We assist with permits, we introduce companies to service providers, whether that’s lawyers, accountants, tax taxation, people, developers, you name it, we can connect you. We also have a very rich real estate database that can be accessed. It’s very, not only reached but very up to date. We have some 4000, I think between sites and buildings, on it right now, so definitely, there’s a benefit of the choice. As far as the financial services are concerned, or the financial incentives are concerned, think of them three buckets, so the tax credits, low interest loans, and grants. And really, between the three and especially the grants, there’s a wide range of eligible activities and expenses that the companies can allocate those to towards whether it’s the actual fixed asset or it’s the software parcel the workforce development. But I guess the most value they feel in recent times has been a service that we develop the towards talent acquisition, which why is this important and why do international companies value value this? We’ve seen more and more companies being worried about their ability international companies about their ability to attract and maintain people. So we are in a 4% unemployment rate. So they rightfully ask, Well, why would people come to work for a name that they haven’t heard of, as opposed to a company down the street that, you know, their, their cousin, their friend has word, they know how they treat their people. So we work with a company basically to build that employer branding. But on top of that, you know, the talent attraction part the talent sourcing, the training, the pre screening, everything is done by jobs Ohio with with its regional partners, to the point where we become the company’s proxy HR department and the company’s able to focus on you know, ramping up their operations and less about the HR component, if you will, this is a, a short to medium term solution, we would do this for up to 18 months of the of the project after which, you know, the local communities have programs that can help ensure the long sustainability of, of this. So this is kind of in a nutshell, I guess, the, the, our services and our financial incentives. And obviously, companies valued them differently based on how large they are based on how ready they are to pull the trigger on this. But obviously, all of this is on the table for international companies. Bill : Wow, it’s great to hear the about the support you’re now giving in terms of building the team, because that’s obviously a huge and growing concern for companies so can gratulations on that. So let’s switch over to select USA, and maybe talk for a minute specifically on that. And that’s actually an event where you and I originally met several years back, and maybe you could share a little bit about it again, our audience likely hasn’t been to select USA yet. So they don’t know much about it. But why does jobs Ohio participate, what’s important to you in terms of participating? Alina : So select USA is, if you will, the Oscars of our industry. So everybody converges to Washington, DC. And by everyone, I mean, not only the state level economic development organizations such as ourselves, but also regional economic development, organization, sometimes even local economic development organizations, all the service, I guess, providers, so for us, it’s, it’s incredibly important to meet with these international companies, as they are refining their, their their choice, we, we want to make sure that we are

Exhibitor Tips, Market-Entry

SelectUSA 2022 Preparation A Visit with Stephen Cheung, Los Angeles County EDC and WTC Los Angeles

Link to podcast found HERE Transcript to podcast found below: Bill : Hi, and welcome to the next episode of belly to belly and today we’re going to talk about preparing for select USA. And we’re joined by Stephen Cheung from the LA Economic Development Corporation. So welcome Steven. Steven : Thank you so much for having me, Bill. Bill : It’s wonderful to have you and so, you know, LA, DC does so much great work to help drive the Los Angeles economy. You have a particular effort to help international companies coming into the LA region. Can you talk through some of the services that you offer to companies coming into the US and particularly LA? Steven : Sure. When people look at Los Angeles, sometimes they are overwhelmed by our size, especially international companies that when they think of Los Angeles, they usually think of Hollywood, Hollywood traffic and Hollywood. And what they don’t realize is that we’re home to about 10 point 2 million people just in LA County alone, and they’re at different cities within Los Angeles County. Most most folks when they think of Los Angeles they think of one city Los Angeles City, which is a great city of 4 million people but they already know about other great cities like Santa Monica, Beverly Hills, Pasadena combined together, you have 10 point 2 million consumers located in one single location and our industry so so diverse. Were the really international trade center when it comes to trade and logistics because we have the Port of Los Angeles and the Port of Long Beach and number one, the number two container ports in North America. We have a huge aerospace and defense sector, bioscience sectors, clean tech sector, all these other sectors that folks don’t know about. That’s our job with LA, DC. We help them understand the markets that they can go into, and also the complexities between all the various jurisdictions and the municipalities. So between the world trade and Los Angeles as well as the LA, DC, which by the way, the World Trade Center is a component of LA, DC where the international trade arm of LA, DC combined together we provide education information that’s necessary for these international companies to understand how to do business in Los Angeles, and we connect them to our partners so in short, our motto is very simple. We attract, we educate and we connect, we attract the types of companies we want to bring to La we have to understand Los Angeles and then we connect them with the right partners so that they can be successful and entering the markets. Bill : Oh, that’s brilliant, what a great summary and you know, thinking about the companies that are listening to our podcasts, you know, they’re really interested in understanding the US and sort of so many is, you know, think of San Francisco and they think, you know, Silicon Valley, and they think of New York, and so giving them exposure to you know, all the other great regions of the country and certainly LA is just a massive opportunity with such a great intermodal port and all the all the wonderful high tech industries that are there, um, you know, select USA, you know, LA EDC has been participating in for years, what it can you know, again, thinking of our audience, what is it that you particularly find attractive about Select USA in terms of connecting with companies? Steven : Well, it’s a great location, a great forum for us to be able to meet international participants from all over the world, not just the companies but also their government representatives as well. At the same time it becomes a very great forum for us to meet other EDOS around the nation to see how we can best learn from each other. There are a lot of synergies that are there that sometimes because of a geographical location, we’re not able to connect as closely and sometimes we see that we’re aligned. For example, we actually worked very closely with our friends over in San Francisco and San Diego, but usually, we don’t really get a chance to work with our California partners, except that Select USA. So this is both an opportunity for us to work with domestically as well as internationally to make sure that we’re connecting with the right partners to plan out our strategies and our work for the next few years. Bill : Oh, that’s really cool. And I’m thinking about Select USA. One of the features that many companies may not know about are their spin off events and you’re hosting a spin off event. Do you want to give us some highlights as to kind of when your spin off event is and what some of the features and who should be coming to your spin off event? Steven : Sure. We’ve actually been doing this enough events for many many years now and this partnership with Select USA and what we want to do at the beginning when we first created this spin off events about seven years ago as really highlights the importance of attending Select USA, and we saw that a lot of our partners that are coming into the United States to go to Select USA will have to transfer planes anyways and most of them are actually doing it at LA. So why not create a separate event that is free actually to all international visitors coming to Los Angeles so that we could becomes an additional incentive for them to go to Select USA. So we work with a Select USA team as well as Department of Commerce to ensure that we attract the right types of companies that are wanting to learn about the Los Angeles market. And our select LA Investment Summit this year is going to be on June 22 And June 23

Exhibitor Tips, Market-Entry

SelectUSA 2022 Preparation: A Visit with Ryan Combs, Research Triangle Regional Partnership

Link to podcast found HERE Transcript to podcast found below: Bill : Hi and welcome to belly to belly and today we are going to talk about Select USA 2022 preparation, and we’re joined by Ryan Coombs from the Research Triangle Regional Partnership, which is a mouthful. Ryan, welcome. How are you today? Ryan : I’m great. Thanks. It’s so nice to be with you today, Bill. Bill : It’s great to have you. And so, you know, I think our audience is, as I mentioned, they’re from all over the world. They’re looking to expand into the US and we’re really trying to provide them with some highlights of really good connections that they can make while they’re at select USA and I know you’ve been pre connect so that their time at select USA is more productive. So maybe you could take us through a little bit about what your organization does to help companies entering the US and specifically into the Research Triangle Park area. Ryan : Sure. So as you mentioned, I’m the executive director of the Research Triangle regional partnership. North Carolina is comprised of 100 counties, and I represent 12 of those counties. We’re one of the fastest growing regions in the country. We’ve got about 2 million residents in our region alone. North Carolina has 10 and a half million residents and my job really is to go out and promote the Triangle region and attract investment back to the region. And so when companies come, one of the things I do is I play the connector role and my job is to help. I know when companies are looking at the United States are overwhelmed with the size of the country, and they’re really nervous about what makes sense. Where should we go? They know the larger markets, they know New York, they know Boston, they know San Francisco and LA, but there’s so much more to the United States. And so my job is really to expose them to the strengths of our region and shrink the country and make them feel welcome and let them see that they can do everything they need to do business wise here in the Triangle region. Bill : Yeah, that’s fantastic. And certainly, you guys have just been burgeoning in terms of growth of so many different industries. And you know, thinking about Select USA and obviously you’ve been involved for years. Why are some of the what is it about Select USA really attract to and and, and, you know, helps in terms of your connection to companies coming in from overseas? Ryan : Well, the US Commercial Service does a really good job of promoting Select USA internationally and we see lots and lots of investment coming overseas, especially from Europe, a lot of investment from Europe. And so select USA really is a great opportunity for companies to come learn how to do business in the United States. But it’s also a great opportunity for organizations like mine, to be exposed to a lot of companies in a short period. of time in one location in Washington DC. Bill : That’s, that’s perfect. So, you know, thinking about USA and there are obviously so many different components. One of the components is are the spin off events and you all are hosting a spin off event that’s associated with Select USA. Maybe you could give us some highlights of that and what you know, who’s particularly, you know, a good target or a good prospect to come to your to your spin off. Ryan : Sure. So our region really is kind of a microcosm of the United States. We’ve got an urban core, centered around the Research Triangle Park, which is the largest research park in the country. But we also have rural communities that are just right outside of our urban core, where we’re really doing a lot with manufacturing. And so you can come you can do your R&D. We have three tier one research universities, within a 30 mile radius of one another. Companies love to come and do research with those universities. It’s very easy to work with them. They’re coming for the talent as well. We have 12 colleges and universities here. 176,000 students 46,000 annual graduates so the talent pipeline here is very unique. And it’s not replicated in a lot of parts of the country with the high concentration of graduates and especially PhDs or regions, the fourth highest concentration of PhDs in the country, but you know, for us, like I mentioned earlier, you know, a lot of people still don’t know the story of North Carolina, they don’t know the story of the Research Triangle region. And so for us, being a spin off city is great because it gives us the opportunity to expose international companies to what’s happening here. We’ve got you know, we’re the fourth largest Life Science cluster in the United States. We’re one of the fastest growing tech sectors in the country. Both Google and Apple are both building big tech campuses here. We’re very strong in agriculture technology as well. North Carolina is still our largest sectors. agriculture contributes about 100 billion to our economy every year, clean tech and then I’ve already mentioned manufacturing. So we’ve got something for everybody. That’s a very diverse region. And there’s a way for everyone to fit in here. So it’s just like I said, the spin off is an opportunity for us to showcase the strengths of our region and national companies that may have never heard of us to a different part of the United States. Bill : Oh, that’s great. And so, you know, again, thinking about these companies that are coming and you know, in some cases they’ve been the founders and representatives have been to the US before, they may have operations already here. And other cases, you know, this is, you

Exhibitor Tips, Market-Entry

SelectUSA 2022 Preparation: A Visit with Jessica Reynolds, Maryland Department of Commerce

Link to podcast found HERE Transcript to podcast found below: Bill : Hi and welcome to the next episode of belly2belly and today we’re again talking about Select USA preparation. There’s just so much to do and a lot of excitement is building for this event this year and today, we’re joined by with Jessica Reynolds from the Maryland Department of Commerce. Welcome, Jessica. Jessica : Thank you. Bill : It’s Oh it’s great. It’s great to have you today and in Maryland certainly is in a perfect location for a lot of companies. And can you talk to us a little bit about your service and what the Department of Commerce does to help companies coming into the United States and particularly into the Maryland region? Jessica : Absolutely. So our office of international investment and trade in the Maryland of Department of Commerce is the office tasked with assisting foreign companies to come into the state. So we see ourselves a little bit as maybe like the ombudsman for for those companies, you know, they’re they’re maybe interested in Maryland you know, there’s different counties to consider and and there’s so many resources and services you may need and how to connect all of those I mean, we can be sort of your your one stop shop for that, and help help you navigate the the region and help you find what you need. Specifically, you know, we can certainly assist with things like site selection, identifying specific service providers, such as your lawyers, your accountants, etc. And making introductions to other state agencies, to the local industry associations, etc. And helping you get connected and set up. We’ve also created recently, we launched at the last Select USA summit, the Maryland soft landing program, which is targeted towards some of those smaller and medium sized companies that maybe need even a little bit more support as they explore US market. And, you know, we’d be happy to speak with companies about that. More at the summit as well. Bill : Oh, that’s great. Wow. So connecting and support and helping with that soft landing. It sounds like a real good combination. So, you know, obviously Maryland has, as a state has been participating in Select USA for many years, but why why Select USA? What about the event itself is Do you see it so important for helping international companies? Jessica : Sure. Well, I mean, this is the premier, you know, events for investors to come and explore the US market, right? I mean, this is put on by our federal government. So from that perspective, there’s a benefit. You know, we’re working with our federal partners in this. Also, many states participate if most, if not all states participate. So for one thing, we certainly wouldn’t want to skip it while other states are there. You know, and, you know, this year it happens to be on our home turf. The Select USA Summit is being held at National Harbor, which is actually located in Maryland, right across the border there in Maryland. So, of course, we wouldn’t want to miss that. There’s a benefit to us, you know, from working with Select USA in particular, because with this summit, you know, the government does work with the investors who are coming in. So from the states perspective, you know, we know that the companies who are coming to this summit, you know, they’ve they’ve already kind of gone through that process and are ready, you know, ready to, to invest so that’s, that’s exciting to be at an event where you know, everyone that you’re going to speak with no matter what the industry you know, they’re kind of at that stage, they’re ready to take the next step. Bill : That’s cool. I, you know, I didn’t realize national, Harper was in Maryland, so it’s a home game that’s Jessica : yes. so of course, I’m letting them know Bill : That you’re hosting that’s so I love it. I love a home game. That’s really good. That’s cool. So and this is a perfect segue because people can go right from your home game at the Select USA summit to a spin off event in Maryland as well which, you know, a lot of our audience may not know what a spin off event is. Do you want to kind of talk through the kind of the goal of the spin off event and who you’d like to attract to it? Jessica : Sure. Sure. Yes. So in part because, you know, the event is being hosted. So you know, in Maryland, we are offering actually three spin off events. So the spin off events, the purpose of those is just to give the companies that are attending an opportunity to tour or see something more in depth. And in our case, we’re offering some special events that are industry specific because of course, the Select USA Summit is broad, it covers all industries, all markets. And so we do have three spin off events that are intended to be more targeted. So our spin off events are going to be held on June 23 and 24th. There’s three different I guess you could say choices or tracks to choose from, but there will be held on those dates and the events, the spin off events will be like a full two full days. We’re including transportation and you know all the things that companies would need for that day. Our spin off events are have three topics. The first one is bio and med tech, biotech and medtech. So life sciences companies, if they are interested in investing in the US, they’re looking for a spin off event. We do think marijuana would be a great choice for them. You know, we were the fourth largest cluster and life sciences cluster in the United States. And, you know, there’s a

Exhibitor Tips, Market-Entry, Workshops and Webinars

Digital Marketing Strategies for Market Entry How to Test, Gain Traction, and Scale

Jeffrey Cohen, Vice President at Imageworks is interviewed by Bill Kenney, Founder and Client Advocate at MEET about Digital Marketing Strategies for Market Entry How to Test, Gain Traction, and Scale on the Belly2Belly podcast. Listen on iTunes or Spotify Watch on YouTube Bill : Welcome to the belly to belly podcast where we explore in-person business to business marketing. This episode is brought to you by MEET, the company that helps international companies exhibit at US trade shows. Check them out at meetroi.com Welcome, everybody. My name is Bill Kenney, and I’m here with Jeff Cohen from ImageWorks. This is the belly to belly podcast. It is a product of MEET and we help international companies exhibit at US trade shows. So one of the things that is so important with trade shows and really any marketing is is to have an integrated approach and to look at really a variety of ways that you can amplify what you’re doing and really nothing speaks to that more than what you can do today with in terms of digital media and we’re so excited to have Jeff Cohen here with us. That’s Jeffrey, welcome. Jeff : Thanks. Hey, everybody. Bill : So we have people, Jeffrey. So you know, we have people watching this from all over the world, what they’re concerned about is, you know, how do I get into a new market is effectively and efficiently as possible. And these are all b2b companies typically looking to attract, you know, that executive buyer who certainly is going to have specific needs they’re going to need, they’re going to have certain language opportunities and whatnot. So we’ll let’s get into that in just a couple minutes. But first, before we do, let’s make sure people know who you are your company, so that there’s context to your comments. So do you want to tell us a little bit about yourself? I know you’ve got a company called image works, but how did you get here? Jeff : Yeah, how long do we have for this? Bill : maybe a minute. Jeff :Very storied past I actually have two different degrees, because I made a career change 30 years ago. So I have a degree in graphic design and then I have I went back to school to become a computer programmer, because I wanted a career change, not because I was smart enough to know that well if you wait another 10 years graphic design and programming are going to merge and this thing is going to be called the internet. So yeah, I found myself uniquely qualified once the internet was born. Bill : Cool, thanks to Al Gore and all his hard work. Jeff : Yes, of course. Bill : So, let’s talk about imageworks you all and I’ve known you for many, many years now. And you know, it was originally a sort of web design firm. You all have you know, bolted on as the internet is developed as really digital media is develop, you have bolted on significant additional capabilities, but do you want kind of walk us through what you all do? Jeff: Yeah, Sure. So that’s that’s actually I forget how long we’ve known each other. But it used to be that probably for the first 10 years, we were in business and we’re in our 23rd year, just to give some perspective. launching the website was the end of the project, we would shake hands, we would get paid, we would launch the website, we’d all raise a glass and good luck and they call us once every whatever if they needed update to the site. The launch of the website now has become the beginning of the digital marketing process, not the end. So we sort of and I don’t want to diminish the importance of a good website, but that’s sort of the window dressing. And I can hear a lot of people in my industry groaning at me saying that, but you have a lot of options now for getting a simple website. Done. Especially if you’re in a small service business, if you’re a restaurant, you know, you need five pages, a map with directions, pictures of your food, your menus, how to order. simple stuff, you have a lot of options of where to go. Now if you want to get that website found, that’s a whole different discussion. And that sort of begs the question now what? So about 10 years ago, we started adding the now what services in those are it’s a huge array of paid search and inbound marketing and reputation management, social media, and search engine optimization and retargeting and remarketing. It’s a really big bucket. But that’s sort of, that’s our growth area. That’s what we focus on online lead generation getting people’s phones to rank. Bill : And how long have you been working with international companies? I know you’ve worked with Many over over several years long, Jeff : yeah. Um, so I would probably say maybe 15 years. Hmm. And that has changed even more dramatically than our industry. But yeah, there’s there’s It comes with certain complexities. But yeah, for a long time, we had companies who came into the US or opened up the North America division of a German manufacturer for quite some time. Bill : Hmm, cool. So let’s then that’s an awesome segue to really hop into our topic. So I know that you’ve seen some sort of the good, the bad and the ugly of market entry with regard to digital media. Let’s talk about some of the challenges that you’ve seen. international companies have when they’re when they’re entering a new market, and Kind of pitfalls that maybe have happened on the way? Jeff : Yeah, so, um okay, so there’s the language and cultural barrier and these are in no particular order. But really having someone on your

Exhibitor Tips, Workshops and Webinars

Leveraging LinkedIn for Market Entry How to Create Your Future Advocates

Bill Kenney, Founder and Client Advocate at MEET interviews Laura Hannan, Co-Founder and Director of Client Success at Pitch121 on the Belly2Belly podcast. Listen on iTunes or Spotify Watch on YouTube Bill: Welcome to the belly to belly podcast where we explore in-person business to business market. This episode is brought to you by MEET, the company that helps international companies exhibit at US trade shows. Check them out at meetroi.com. Welcome, everybody. And this is belly to belly, our podcasts for MEET. And we’re a company that helps international companies exhibit at US trade shows. And the whole goal of this podcast is to really help you get the most out of your marketing and leverage, really all the resources you have. And we’re so delighted today to have Laura Hannan with us from pitch one to one. Laura, welcome. Thank you very nice to be here to see Bill. Oh, it’s wonderful to see you. So when we got started talking. It sounds like you had a bit of a role change. And now you’re the director of client success, and you’re a co-founder of the company. So what is the director of client success? What’s your job? Laura: Ah, all right. Well, let’s you know, when you’re a business owner, you’re doing everything I do. I am lucky to have a co-founder, Fergus Parker, so I lead on well, it says on the tin, it’s the director of client success. So I do have an account manager who is managing sort of day to day tasks with clients and I get to have the wonderful job of overseeing the strategy and just making sure that they get ROI. You know, it’s, it’s as simple as that. So all that we’re aiming for is for our clients to be happy and delighted and never cancel. Yeah, so obviously, the job gets bigger and bigger over time because we’re now in the beginning of our third year of business. And you know what the great thing about having this overview across lots of clients is that ideas come from everywhere. So you can really sort of them the platform changes, LinkedIn changes the way that people are using and consuming content changes, and I get to do the innovative stuff, you know, seeing what other people are doing, testing things, seeing what’s working and moving our product on. Bill: So cool. It sounds like you think a lot like we think and that is, you know when we think about serving our clients, it for us, it’s, it’s really what our job is to assure that our relationship matures and it’s successful enough for the client to where they’re a wonderful advocate for our services. And so that you know, with that as our sort of true north, it becomes very easy to make decisions. about what your service should be. It’s very, obviously very aligned with the right outcomes for your client, which Laura: I bet your network is full of future advocates and current advocates, Bill: Hopefully, and we’ll get into that, for sure. And certainly talking about your methodologies. But before we do, and just so everybody knows, so, you know, the real goal of this podcast is to help give you very useful information. And obviously, to do that we want to have context in terms of the information we’re sharing. So you all you and Fergus formed pitch one to one how many years ago Laura: And just over two years ago, cool. Bill: Excellent. And so what was the original impetus? What was it that caused you to do it? Laura: Okay, so I’ve been in sales for years and years as a sales practitioner and Ferguson I used to work on the same sales team. I’m looking at the date now. Let’s find out how many years was 14 years ago? And Bill: You were just a teenager then? Laura: Yeah, yeah, I was just, you know, thing. And what have we we’re in a content marketing agency. And I think that what you see in pitch One to One is the mix of burgers and I salespeople. But, but selling inbound marketing products, you know, we were selling content before content marketing was a phrase and you will see those influences coming in to pitch one to one. I think the thing that we discovered when we were working there, Fergus, by the way, ended up you know, working there for over a decade and becoming CEO of the company. The thing that was really overwhelming to us nothing because I went and worked for digital agencies and after that is then a tech startup after that is the time I worked at this content marketing agency was when I was the most effective at selling in terms of every quarter hitting my results. Why? Because we had telemarketers that would set up the meetings, then I’m not concentrating on lead gen, as well as closing as well as delivering a client and there is this. There’s a book called Predictable Revenue, which I’m sure some of your listeners will know. And it’s, you know, it’s absolutely convincing that you shouldn’t have your expensive salespeople, the salespeople are expensive, doing 360 sales. Obviously, telemarketing used to be effective and became less and less effective and you know, the, you need to adapt to how you’re doing lead gen. And but actually, the principle remains the same. That if you have your salespeople focused on just that part of the funnel, you’re going to help them to avoid that roller coaster of a great, great quarter. You’re so focused on closing that you haven’t done any legal so the next quarter is awful. And so that’s basically what pitch One to One is, is based on is, you know, working with in house teams to make sure they’ve got a predictable funnel, you know, got new opportunities coming in. Bill: And so your

Exhibitor Tips, Workshops and Webinars

MEET 2019 Webinar Schedule

  January 24 Issues and Opportunities When Entering and Endeavoring to Scale in the U.S. Market with Blair Parks, U.S. and Canada Business Manager, Mayor’s International Business Programme at London & Partners February 25 The Top 5 Mistakes that Exhibitors Make at Trade Shows and What to do About It! March 14 Reviewing “Question the Question”, Octopus Ventures treatise on the Keys to U.S. Market Entry with Priscila Bala, Head of Octopus’s New York Office April 9 A/B Testing to Validate Your Trade Show and In-Person Event Strategy May 7 May 14 Setting the Table: Creating Your SelectUSA Success Plan Assembling Your SelectUSA Toolkit June 20 June 25 SCALE NOW: Entering the U.S. Market through Trade Shows and In-Person Events What You Don’t Know Can Kill Your Business: Nailing Market Research for U.S. Market Entry July August September October November December

Exhibitor Tips, Return on Investment

Trade Show Strategy: Winning the Race Before it Begins

Your event should alwasys leave an impact to the audience. MEET ROI are one of the experienced trade show strategy planner to help you with all your needs. The late Danish sailor Paul Elvstrøm is a member of a very elite group—he is one of six athletes ever to win four consecutive individual gold medals in Olympic history. This in addition to eight world championships has often left aspiring Olympians and sailing aficionados to ask: what made Elvstrøm so successful? Early in his career, Elvstrøm discovered that the key to winning races was not simply performing well on race day. The key was to develop a strategy. By discovering a technique to more efficiently use his body weight, innovating features of his sailing equipment, and training—relentlessly—Elvstrøm proved that 90% of winning the race took place before it even began. In other words, preparing for the race was more important than sailing it. At MEET, we believe the Elvstrøm ethos applies perfectly to trade shows. Forty plus years of event experience has taught us that 90% of the success that comes out of trade shows happens as a result of the work that is done before the event ever takes place. Defining success at a trade show To understand trade show success, let’s begin by considering why companies attend trade shows at all. Most marketing dollars are spent with the hopes of someday getting face-to-face with target prospects. When optimized, trade shows deliver the most efficient approach to this objective by providing the venue and the audience for these transactions. However, identifying quality prospects in volume can be difficult. In the absence of proper preparation, exhibitors are at risk of squandering valuable time and resources and ultimately coming home with a stack of business cards that have no significance for their business. Exhibitors should have one goal when attending a trade show: to identify and engage high-quality prospects. Achieving success requires strategy, and strategy requires preparation. Step 1: Developing your Trade Show Strategy Plan The first step to developing your trade show strategy plan is to understand your prospect. We’ve found that many companies expand the concept of a prospect in hopes of capturing more leads. In reality, quality prospects make up a very narrow segment of the market. Just as a wider net does not necessarily catch better fish, broadening the definition of a prospect does not necessarily deliver better leads. Prospects of today have three key qualities: a bona fide, self-realized need; the resources to satisfy that need; and a sense of urgency—they need a solution today! Without each these three qualities, a lead does not qualify as a prospect. Remember this in 3-words: Need Money Now Therefore, the first step to developing your trade show strategy plan should be to invest time in profiling your target prospect and aligning your strategies, materials and calls to action to this individual. Knowing your target prospects and possessing the right tools to reach them will not only maximize the value of each trade show experience, it will be the cornerstone of your annual trade show strategy. Why develop an annual trade show strategy? Annual trade show strategies create a steady stream of quality prospects throughout the year, eliminating the lulls and spikes that make growth challenging. There’s a careful balance between wanting to grow and over-investing in creating leads that you can’t follow up on. Thinking from an annual perspective will ensure a steady stream of high-quality prospects while maximizing your investment in each event. All this takes planning—time invested before you ever hit the trade show floor. For more information about what it takes to develop a trade show strategy and common challenges to achieving trade show success, check out our monthly webinar series. At MEET, we believe that trade show strategy planning is not for an elite group of exhibitors. When investing time and resources in a trade show, every company should take the necessary steps to maximize their results. Because why not go for gold. About MEET (meetroi.com) helps B2B growth companies and pavilion hosts effectively leverage at trade shows and in-person events. MEET’s processes help its clients ramp-up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact: Bill Kenney at MEET today for a free trade show participation assessment bill@meetroi.com or +1 (860) 573-4821.

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