Transcript Anti-Marketing

Twenty Things NOT to
do with an Emerging
Market!
Adrian Liley
Don’t be All Things to
All Men
Don’t bother with emails
or mass mailings of
brochures
Don’t Imagine that your
website, Blogs, Twitter and
Facebook page will
automatically help your
activities in developing
countries
The Great Firewall
Don’t Attend Expensive
Workshops or Fairs and
Expect Instant Results
Don’t get Duped by
Agents in New Markets
asking for Scholarships
Don’t immediately
Resort to Discounting
Don’t expect
developing markets to
be backward and
ill-informed
Most school children will soon be
able to speak English as a second
language
Universities and Colleges in
developing countries getting better
and better
Don’t just sign up new
agents who contact you.
Always follow up on
references and make sure
you send out an Agent
Survey asking all the right
questions
Don’t get sucked into a
discussion on how you
can supply the agent with
teachers, text books,
student exchanges,
opening schools etc.
unless you really do offer
these services
Don’t be secretive. And
don’t be afraid to ring up
competitors to ask about
a new market. Swap
stories and help one
another
RAVEN
International House London
British Study Centres
Malvern House
UIC
SKOLA
Regent London
Wimbledon School
Hampstead School
Frances King
Eurocentres
University of the Arts
Academy SJW
Don’t throw expensive
brochures in English at a
developing market on a first
visit. It will be costly and a
waste of time, energy and
money
Don’t think that
translating your brochure
into a target language will
automatically be a good
thing
Don’t start your
meetings in a new
market with your best
possibility. Always
visit your embassy or
consulate first.
Don’t just fly into a new
country, go straight to
the hotel and then take
a taxi to all meetings
immediately.
Don’t instantly dismiss
the exclusivity question
For
1.
2.
3.
4.
Concentration of effort on one agent
No local knowledge
No desire to make more expensive visits
The agent will be very keen to keep hold of
the exclusivity
Against
1. If the market ‘booms’ you will be stuck with
just one agent
2. The agent may not have a very good
reputation – school tarnished with same
reputation
Don’t be fooled by
city maps in
developing countries
Don’t assume that
what will work in
one country will
work in another
China
Libya Kazakhstan
Ukraine Vietnam
Saudi Arabia
Don’t expect to win in
the short-term. New
markets are the longterm game
China
Libya
Don’t think that just
talking business at a
meeting will get you
business
Don’t throw the
brochure at an agent at
a first meeting. Select
two or three unique
selling points
Don’t imagine that the
lowest price will always
win in an emerging
market
Don’t forget the Bromley
Anti-Marketing Matrix
Market
Share
Market Growth
And a BONUS DON’T
Don’t forget that I’ve
written five novels!
Thank You