Distributing Your New Product Globally
by Jennifer Ratliff
Published September 28th, 2007
Everyone has an idea that they are certain will change the world. However, although the idea for an invention may come from one person, it takes a world of “interested parties” to truly get the idea up and going. Bringing an invention from idea to fruition requires the work of designers, licensing agencies, manufacturers, marketing experts, and distributors. This article assumes that you have already completed the proper paperwork to patent and license your invention.
Target your worldwide market
If you have spent any time in the social circle of other inventors, you are already familiar with the phrase “target your market.” No matter how beneficial or practical, an invention doesn’t have a chance if it’s not marketed to the right people. Since you’re considering international distribution, you will have to put some creative thought into your marketing campaign. Each country is culturally, socially, even scientifically unique. For example, electrical devices run off a different voltage and current system in Europe and Asia than they do in the United States and Canada. While this might seem like a trivial fact, it can mean the difference between success and failure if you have invented an electronic device.
When you’ve decided where you would like to sell your invention, it is time to begin the marketing process itself. But because you cannot know all of the traditions or taboos of each country you’re marketing in, you might want to consider working through a foreign sales representative. This person is already familiar with market conditions in the country you’re trying to appeal to. He or she might even have connections to local distributors. Of course, a foreign representative works on commission, and will often ask for a multi-year contract, so it is in your best interest to choose your representative carefully.
Trade shows are a good place to find a foreign representative. You can find out when and where a show is in your area. By calling ahead, you can find out what sectors are represented and how many booths are set up. This will tell you if the show is worth your time and money. But don’t go to a trade show expecting to find that perfect rep. Just as you had to sell your idea to your friends, family, designers, or capitalists, you will have to convince this person that your invention is the best thing to come along since the wheel. If you’re lucky, you might even meet foreign buyers, who often frequent trade shows to scout out products that they would like to distribute in their country.
If you don’t have the resources to attend trade shows, which may be counties or states away, you can often find a foreign representative by contacting your local Department of Commerce for a list of leads. By going this route, you bypass some of the legwork of the process, but you’ll still have to sell your idea. You may find someone who expresses an interest in your product right away, but don’t let your excitement lead to an impulsive decision. You want someone who has as much passion for the potential of your invention as you do.
Export Management Firms
For some, going it alone is just too much to handle. If you are one of these types, you can try to find an export management firm to serve as your invention’s agent. This firm will represent your product to foreign distributors. However, an export management firm won’t work with you if you cannot prove that your invention will be in demand where you plan to market it. This means you’ll have to do your research before approaching them with your product. You will also want to consider the business atmosphere of the country you’re planning to work with. In the United States, business owners often make decisions on their own, but many foreign entrepreneurs are attached to a group, and must have their approval before accepting a new product.
Having an export management firm doesn’t mean that you are free from the menial tasks of marketing. New products need exposure, and that means putting them out for everyone to see. Place advertisements in popular magazines, develop a direct-mail campaign using lists from the Office of International Trade, attend international trade shows, or hire a translator to help spread the word about your invention. If you’re patient–and a little lucky–your product might just become the “next big thing.”
