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Global Market Developments ---
Export Sales Leads, Advertising and Promotion of
Company, Products and Services Abroad
The government external trade department has export sales leads in the form of trade or product inquiries from overseas buyers and the different trade directories and publications. Foreign trade inquiries are addressed either to the government trade offices abroad, which subsequently are relayed to the head office, or directly to the head office in the exporting country. Trade inquiries may also be addressed to the exporters' association, the manufacturers' association, or the Chambers of Commerce and Industry in the exporting country.
Some private companies sell the import manifest and database as sales leads. The exporter must examine the offer carefully before buying as the data can be obsolete, insufficient or irrelevant to the export product. It may not be as useful as claimed.
The exporter may advertise in export-oriented magazines, directories and newspapers to promote the company, product and service. It is important to know the number and area of circulation and the cost of advertisement.
The export magazine, which usually is issued monthly or quarterly, is either for general products or a specialized line of products, such as sporting goods and housewares.
The export directory, which is issued annually or semi-annually, is also either for general products or a specialized line of products.
The export newspaper (different from the dailies) contains general products. It is issued bimonthly or monthly in some countries and distributed on a subscription basis to foreign importers and local exporters.
Another way to promote the company, product and service is by participating in trade shows abroad (please see Participation in the Foreign Trade Fairs and trade missions.
Shipping Advice
The shipping advice is a notice to the importer on summary of the shipment. Please see the sample shipping advice below.
Foreign importer may arrange the cargo insurance on time based on the shipping advice (if buyer is to arrange the insurance). Moreover, importer may know when to receive the goods and arrange with a customs broker for the cargo clearance.
The shipping advice is particularly important in short-sea trades, for example within the Asian countries where the goods may arrive at the port of destination before the shipping documents, and in the ports of destination where theft and pilferage of the imported goods is rampant.
Sample Form:
Shipping Advice
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