Jinfo: Global Myth 1: Local product means local audience

Global Myth 1: Local product means local audience
Jinfo Blog

27th June 2012

Abstract

Even products that focus on a specific region have the potential to sell to global markets. If you think your local product means a local customer base, think again.

Item

This is the first example in our series to bust the myths about global marketing. Read more about our global perspective on marketing.

Myth: Because my product only provides information related to a specific geography, the only prospects interested in my product will be in that geography.

Busted: Some of your best customers may be halfway around the world. The very fact that you have local expertise may make you particularly appealing to out-of-range customers.

Example 1: US government directories

A FreePint sponsor publishes directories of US government employees and agencies. When we started our work with this company, we asked the CEO about his customer base in the countries where FreePint has a strong base: the United Kingdom, Europe and Australia, in addition to Canada and the United States.

He explained that their directories do particularly brisk sales in those countries and regions, precisely because they are focused on key contacts in US government agencies. Any business that wants to understand the legal or regulatory frameworks in the US that might impact their operations needs to have this information.

Example 2: UK corporate filings

Companies House in the United Kingdom is the central registry for UK corporate filings. But in the not-so-distant past, Companies House only enabled online purchases of reports during UK business hours (yes, really; unbelievable!).

Another FreePint sponsor in the business of selling UK and European company data found itself fielding lots of enquiries about UK company filings… during Australian business hours. The central supplier was simply unavailable to them while they were working, because they were located on the other side of the globe.

Think broadly

Yes, a regional or local product is very likely to have its core customer base in the area covered… and yet there are so many other possibilities for how customers in other parts of the world can get unique value from what you offer.

Think broadly about the value you may offer: an insider, on-the-ground view; out-of-hours service; strategic support for distant companies… Then go out and market globally to make the most of the opportunities.

Need a jump-start in thinking globally? Book a free 30-minute strategy consultation with FreePint’s Director of Research, Robin Neidorf. Robin can help surface global marketing opportunities based on our research-based knowledge of the information industry and what content buyers tell us they need.

Multi-part series: