Mace cites another example where Western brands need to understand how something translates to the local language.
Popular drink brand Pepsi created the slogan “come alive with the Pepsi generation”, but this was translated a little too literally in Taiwan and ended up saying “Pepsi will bring your ancestors back from the dead”.
Mace says getting established in the local market is one of the greatest challenges, but clever marketing can help you gain market traction.
“You’ve got to have the marketing and there are a range of methods which can be used. In India, if you get a cricketer to endorse the product, it’ll be a household name.
“All the Asian countries are quite different, but some markets, such as Japan for instance, buy from catalogues. In other markets they are quite happy to buy from online. Look at what others are doing in your sector and if it will work for your product, for example advertisements, endorsements and partnerships,” he says.
Building relationships with local agents and distributors is a fundamental part of exporting. Without working relationships built on a foundation of respect and trust, your exporting business is doomed.
Mace says Austrade is able to help businesses establish partnerships with distributors and agents worldwide.
“Austrade has offices in most Asian markets and would be aware of the distributors who are trustworthy and reasonable to work with. Businesses can also work with some of the bi-lateral business chambers who are in regular contact with those in the market. You can also contact local lawyers and accountants who have offices in those countries for advice on who is trustworthy.
Austrade detail a list of points to consider when choosing a distributor. Its suggestions include making sure you choose the distributor (not the other way round), looking for distributors capable of developing your markets, discussing expectations and setting clear performance criteria.
Amarasena says building relationships with distributors can take time and there can obstacles.
“These include making continual unconscious references to your own cultures and also ethno-centric behaviour; which refers to evaluating other people’s cultures according to the standards of one’s own culture which can act as a barrier,” he says.
The ability to finance your exporting business is essential, but help is available if you don’t have the capital at hand.
Various grants are now available to kick-start your exporting business, such as the Export Market Development Grants Scheme.
Austrade says the EMDG scheme is a longstanding form of assistance to exporters. The scheme pays grants to a large number of Australian exporters each year and allows 50% of expenses incurred on eligible export promotion activities, above a $20,000 threshold, to be claimed back in the year they were incurred.
Eligible applicants are able to apply to the scheme for up to seven grants.
Another source of funding help is through the Export Finance and Insurance Corporation, the Australian government’s export credit agency.
The EFIC is able to provide loans, guarantees, bonds and insurance, which collectively brings businesses one step closer to their exporting goals.
