International communication

International communication is based on the position of the company and especially on the degree of its globalisation. In the absence of financial means, a PME cannot be allowed to define a strategy of communication based on developed techniques (spot publicity) like those which the multinational companies use. From this fact it prefers to standardise its communication rather than adapt it to the foreign market. Standardisation consists in using in foreign countries the same publicity messages and same promotional arguments as those used in the domestic market. Standardisation has the advantage of reducing the cost of creation and adaptation. The budget for communication for SME's is often restricted and at times even non existent. These latter, therefore look to the communication outside media of which the cost are lower and which remains all the same efficient. The latter puts at the disposal of the companies a number of tools to communicate.

Companies Folder

The publicity folder corresponds to the visiting card of the company. It gives concrete shape to the first contract with future foreign clients. Designing of this document must be studied in a serious manner all the more so when it will be distributed in large quantities.

• Content: The space available being limited, information to be projected must be selected in a rigorous manner. The company must bring out the strong points of its activity while mentioning clearly the competition. The information must be synthetic and complete at the same time.
• - Form: The company publicity folder must catch clients attention. It must inspire confidence in him regarding your company or your products and especially compel him to read it and to keep it owing to the valuable information contained in it.

As for its physical layout, the formula of the folder in three folds is most often selected by the companies. The texts must be atleast bilingual and preferably written down in the target language.

The folder is an essential tool right from the beginning of business prospection and especially during trade events it will be distributed to the potential clients.

Catalogue of Products

The catalogue of products is an indispensable tool of business. It offers detailed presentation of products and / or services of the company. The catalogue is the first contact between the contractual services of the company and the future clients. It aims at taking stock of all the technical and commercial information relating to the products and or services. The catalogue must answer queries raised by any client and create special interest in the contractual services of the company.
- Content: the catalogue forms part of the business strategy and that is why it must be executed as per the target kept in view. On export, it is recommended to call upon professionals, especially for the problems of translation related to the technicalities of certain words.
- Form: The aesthetic aspect of the catalogue influences its reading by the clients. The photographs selected must have high quality and the diagrams must be clear and precise and the colour scheme must be a studied one.

In any case, the visual part of the catalogue shall respect the graph charts given in the company folders. For greater flexibility, prices should not be indicated in the catalogue, but in the accompanying document.

Collective Catalogue

The collective catalogue does not replace the catalogue of the personnel of the company. It allows regrouping of the companies sector by sector. The collective catalogue is of great interest to the PME's , for, it allows them to reach out at a minimum cost to a larger no. of clients. The collective catalogue aims at compelling the professionals to look into individual catalogues of the companies. It may be published on paper or through electronic media (internet server, CD Rom)

 

Audio-Visual Publicity of the Company

The audio-visual medium is one of the best tools of international communication. The audio-visual medium is very efficient and brings out the value of the technical know-how of the company. The designing of the audio-visual medium requires the services of professionals whose experience is very useful, especially in the context of export activity
- The content: the audio-visual medium aims at giving general information about the company and promoting the products and / or services of the company. Like all other tools of communication, it is advised to adapt the audio-visual medium to the targets kept in view.

• It is advised that the film projection should have a duration of 5 to 10 minutes, while bringing out the essentials. The scenario must be rigorous, dynamic and of impeccable precision.
• The form : At the international events, the hi-fi cassette seems to be the best adapted means. However, one must verify the adaptation of standards in relation to the target countries. For example, SECAM is the standard for France, PAL for rest of Europe and NTSC for the USA and Japan.

Foreign Press

The use of this tool of communication requires a good knowledge of the characteristics of the target country. The principle consists in buying ad space for broadcasting the advertisement. The company which selects the foreign press is obliged to adapt itself to the methods of work of that country in order to guarantee a satisfactory result.

Ad-drafting is the technique of communication which is best adapted to the constraints of the foreign markets.

- The Content: The text must be brief, clear and extremely precise. However, the tone to be used should be that used in the periodicals. The presentation is very important, especially when one is addressing foreign public. The foreign professionals of ad-drafting offer different translation services. The company stands to gain from the reputation of the medium and that ensures grate credibility vis-à-vis the reading public.
- The Form : As a general rule, the cost of an ad-draft addressed to the foreign public is relatively high. The price is calculated on the basis of cost of purchase of space and the cost of execution of the ad which varies according to different services requested. This type of communication reaches out to a large number of readers thanks to the grand size of broadcasting.

Interex Lebanon Services

proposes you to identify for free professional magazines pertaining to your field in the country of your choice.

Public Relations

There are specialized agencies for public relations for every country and for every sector. In export, the agencies of public relations play an important role. They organise trade events (seminars, launching of new products) that attract new foreign business prospects. The company can also have recourse to a press relations company. This latter, starts a communiqué or a press file thanks to the information made available to them by the company. The press file has the advantage of being very qualitative both for its contents and for its form.