Export Communications Review
Joanne Alexander-Sefre
Export Communications Consultant
Joanne.alexander-sefre@ecrconsultants.org
Tel:020 8500 8537/07956 552219
12/03/2016
July 2008
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A Market Entry Strategy
includes
Doing business:
Marketing strategy:
Freight
Communications
Finance
Insurance
Compliance
People
Product
Price
Positioning
Promotion
Presentation
Packaging
Distribution
After sales service
This is the area which the ECR Covers
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In a nutshell…
…the ECR is a scheme offered to exporting
SMEs to advise and ensure any efforts in
attracting, accessing, or servicing export
markets are supported by appropriate
communications
It is tailored, analytical, pragmatic and impartial!
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UKTI ECR Aims
 Prevent language and cultural barriers
coming between companies and overseas
business
 Encourage companies to export more
effectively through the development of an
appropriate communication strategy
 Improve the bottom line
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UKTI Services Framework
Work with UK Companies to deliver measurable improvement
in their business performance and competitiveness through the
development of international trade
ADVICE & SUPPORT
Passport to Export
Export
Communications
Review
INFORMATION &
OPPORTUNITIES
MAKING IT HAPPEN
UKTI Website
Business Opportunities
Enquiry Service
Export Marketing
Research Scheme
(EMRS)
Overseas Market
Introduction Service
(OMIS)
SOLO Show Support
TAP (Tradeshow Access
Programme)
Inward Missions (incl.
Meet the Buyer events)
Market Visit Support
Benefits of the ECR…
Companies who had an ECR are contacted by an
independent research company 12 months later, the latest results
(2007) were:
91 % benefited from the review
67 % have changed approach
37 % gained business as a result
£650,000 from just eight companies
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Export communications consultants
 Selection based on:
–
–
–
–
–
international experience
language / exporting / SME empathy
sales skills / business consultancy
independence
training needs analysis
 Trained and assessed by BCC:
– 2 day workshop
– assessed
– accompanied review
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When to recommend an ECR
 Entering new markets
 Launching new products/services
 Change of channels to market
 Embarking upon trade show or mission
 Experiencing problems in a particular market
 Experiencing problems with an agent or distributor
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Working with ITAs
(International Trade Advisors)

ITAs refer companies to ECR Consultant or BCC

ITAs brief ECR Consultant on company situation

ITA invited to review

ITA sent copy of report (if company agrees)

BCC advises region of all applications received
and of their completion
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What happens in a review?
 Impartial and objective assessment of systems for
handling foreign languages and cultures
 Analysis of strengths and weaknesses
 Practical recommendations to:
- help and improve export performance
- improve communications in current/target
export markets
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ECR Recommendations
 Written communications, packaging and literature
 Website
 Verbal communications
 Email handling
 Personal / Cultural
 Staff recruitment
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Why this is all directly relevant to
providers of professional translation

ECR raises awareness of need for professional translation

ATC listed as a key route for companies seeking quality providers

Regional Language Networks (RLN) also active in some areas

ECR review generates more and better organised translation work in
more languages as part of company’s communication strategy

It is worth recommending to clients that they have a review and
speak to their local ITA or contact BCC directly

While ECR is always totally objective, companies respond to
translation providers they know and trust
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How to Apply
 Refer to ECR Consultant
 Apply by email:
ecr@britishchambers.org.uk
 Online application form at:
www.britishchambers.org.uk/ecr
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Subsidised Cost of the Review
Initial review costing £500 plus VAT, subsidy of
£350, company pays £150 + £87.50 VAT
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Please contact me for more details
about ECRs,
I would be pleased discuss how you
and your clients can benefit from this
scheme
Joanne Alexander-Sefre
Export Communications Consultant
Joanne.alexander-sefre@ecrconsultants.org
Tel:020 8500 8537/07956 552219
12/03/2016
July 2008
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