Coming to America, it is the dream of companies in other nations around the world. However, breaking into the American consumer market is not very easy to do. American consumers are very demanding and have their own preferences, likes, and tastes. Many companies in other countries soon realize that while the American market is very
Coming to America, it is the dream of companies in other nations around the world. However, breaking into the American consumer market is not very easy to do. American consumers are very demanding and have their own preferences, likes, and tastes. Many companies in other countries soon realize that while the American market is very lucrative, they need a general guide in order to tap into this rich and intriguing market. This article serves as this type of general guide.
One way international companies can be successful in the American market is to sell a product with unique features around which unique selling points can be crafted. For example, a company selling facial mud from the special clay of the Dead Sea in Israel can use the fact that the clay has special cleansing and healing properties because it comes from a unique and unusual source as a unique selling point to tap into the otherwise impregnable American beauty market. These companies need to focus on their public relations (PR), and online marketing efforts in order to be a success in America. Also, since these companies tend to be smaller and more obscure, they need to ensure that they enlist the cooperation of the American media because this is key in being noticed by the American consumer as a brand new player in the American consumer market.
Americans love certain international celebrities and public figures like Kate Middleton, A.R. Rehman, and Meghan Markle, to name a few. If these celebrities and public figures love a certain product or brand line that an international company sells, that company’s marketing and PR team can use this as a major selling point when entering the American market. The association will dramatically boost the company’s American sales. Additionally, because Americans like to take more risks when buying and using products, international companies which sell unique and innovative products are more likely to do better. For example, a company selling a primer that doubles as a concealer would be selling a unique product which American women would crave. That company’s product sales would soar in the American market as a result. International companies should plan for a slow rollout of various consumer products to ensure that the people in their American target markets are ready for these products and are willing to purchase them.
Owners of international products must create a strong brand identity and sense for their brands to ensure that these products stand out enough in the American markets to motivate Americans to buy them instead of local products. These products should also have a stellar reputation and receive great reviews in the markets in which they are already being sold. This will paint a great image of the products in the minds of the American consumer since Americans are always on the lookout for quality products which are better in nature. The American consumer will be more inclined to make purchases as a result.
While entering the American market can seem daunting, in reality, it is not. International companies must follow a few tips, and craft a good marketing plan and strategy to ensure that their products receive the good PR and marketing attention that will allow them to sell in America!