Handle With Care: Martin Protects a Fragile Country Brand
Once a year, Martin looked forward to engaging with and rewarding his key contacts with VIP tickets to the international film festival in his host country, which was rapidly gaining in global importance. For the past three years, there had been films from his home country showcasing beautiful landscapes, great food and creative people, supporting his messages about tourism, investment and products from his country.
This year, it was not so simple. The film that had been selected was amazing, but it told a gritty story of domestic violence and depression against an unappealing urban backdrop. It was not going to be easy to turn this into a promotional opportunity.
Martin arranged a meeting with the Ambassador and her diplomatic staff. Together, they agreed to go ahead with the hosted event, but with a few additional elements. They invited a local VIP expert to join the Ambassador for a panel discussion, talking about ways in which both countries, home and host, were tackling mental health issues and domestic violence. Included in the VIP gift bag was a mental health mini-guide and sources of support.
Feedback after the event was positive, with people saying that they appreciated the honesty and humility of the panellists in facing up to universal problems.
Key Points
National branding has to be based on authentic values, market research, and must be coordinated at a high level to be effective.
National, commercial and product-specific campaigns enhance trade and investment promotion.
Social media has become a vital communication tool, and managing it has become an increasingly specialist task. Seek guidance on official policy on managing social media presence.
Social media has become a vital communication tool, and managing it has become an increasingly specialist task. Seek guidance on official policy on managing social media presence.
Checklist: Commercial promotion campaigns
National days, with specific events featuring food and cultural offerings.
In-store promotions.
Participation in a trade fair as a special guest country.
Participation as a guest country in cultural festivals or events.
Awards and other forms of recognition for personalities in the bilateral business world, such as nationals of the host country who have been major investors in the home country or high profile home country expatriates. These are often organized with the bilateral chamber of commerce
Host country events where companies participate as home country representatives. These can include a sports or cultural event, a reception, a dinner or luncheon, or an exhibition.
Exchange programmes between business schools or universities and colleges in both countries.
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