At the British New Zealand Business Association’s Exporter Workshop earlier this month, Danny spoke on the complexities of international expansion and experiences of working with New Zealand companies across various markets. Amongst several experts that looked at legal, tax, logistics and other regulatory requirements, Danny focused on the importance of thorough market research, tailored marketing strategies, and clear marketing performance reporting. In this blog, we’ll explore the key areas he covered to help businesses succeed in entering the UK and other markets.
Entering into a new market often seems like an opportunity to replicate domestic success on a larger scale, but the reality is far more complex. As Danny emphasised, even if the target market is comparable in size to New Zealand, it often comes with significantly higher competition and different dynamics. Many businesses underestimate these challenges, assuming that what worked at home will work just as well abroad.
It highlights the need for a long-term marketing plan to manage these complexities. At Web Antler, we advocate for a phased approach, starting with a detailed 6-month plan and extending to a broader 3-year strategy. This allows businesses to set clear milestones, adapt to new market conditions, and avoid the common pitfall of expecting quick results. Patience, testing, and adaptability are crucial to achieving sustained growth in overseas markets. Companies need to prepare for a longer, more difficult journey than they may anticipate.
Market research is the foundation of any successful overseas expansion. While many businesses validate new markets early on, that initial research is just the beginning. To truly understand a new audience, companies must dig deeper into consumer behaviours, preferences, and even local terminology. Without this level of detail, businesses risk misjudging their audience and making costly mistakes, whether it's the UK or any other market.
By conducting thorough research, you can fill in knowledge gaps, refine marketing strategies, and ensure that the approach resonates with local consumers. This research goes beyond demographic data—it includes understanding cultural nuances, regional preferences, and competitive dynamics.
Knowing what drives purchasing decisions in each specific market is key to crafting an effective marketing strategy. Companies that invest in comprehensive market research are far better positioned to make informed decisions and achieve long-term success.
"Go deep with the market research, even if you’ve already done some to validate the market, there is a lot more that can be done to get to know your audience."
A one-size-fits-all marketing strategy won’t cut it when entering a new market. Businesses can’t rely solely on familiar tools like Google or Meta to drive results. While these platforms are valuable, they aren’t a strategy on their own.
Look at how to leverage data to inform every aspect of the marketing strategy, from messaging to media channels and understand that success in one market doesn’t guarantee the same results elsewhere. So look at building custom strategies that reflect the unique conditions of each new region.
By tailoring marketing efforts to the specific needs of local consumers and ensuring the brand’s positioning aligns with market expectations, businesses can increase their chances of successfully capturing market share and driving growth overseas.
Entering a new market requires flexibility and constant refinement, continuously test and adjust their strategies based on real-time feedback. What works in one market may need tweaking or a completely different approach in another, making iteration a critical part of international marketing.
Test everything—from ad designs to audience targeting. By experimenting with different messaging and approaches, you can uncover what resonates best with local consumers. This iterative process isn’t just limited to advertising; it extends to optimising the entire customer journey, including website performance and lead nurturing.
Automation also plays a key role in marketing execution. Many businesses invest heavily in the front end of their marketing but neglect the follow-up. Automation tools can ensure leads are nurtured effectively, helping to build lasting relationships. Iterative marketing ensures companies stay responsive and agile in new markets.
Businesses need to simplify their reporting processes to make data-driven decisions efficiently. Complex, jargon-heavy reports can lead to confusion, delays, and poor decision-making. Instead, reports should be concise and easy for anyone on the team to understand.
An example is how Web Antler creates dashboards that highlight key metrics without overwhelming clients with unnecessary details. This streamlined approach allows businesses to quickly identify what’s working and where adjustments are needed. Danny pointed out that better reporting leads to better conversations, which ultimately drives more informed marketing decisions.
A clear, centralised reporting system enables businesses to compare results, adjust strategies, and stay agile. With actionable insights, teams can ask better questions and achieve better marketing outcomes.
"Have reporting that anyone can understand. Leads, sales, transactions, revenue. Better reporting, leads to better questions and conversations and better marketing results.
The British New Zealand Business Association Exporter Workshop provided access to several specialists that gave insight into all areas of the export journey from Tax, Compliance, Logistics and, of course, marketing. Ultimately the key messages on marketing were: understand the complexities of new markets, conduct thorough research to know your audience, tailor marketing strategies to local conditions, and embrace the approach of constant refinement of your execution. Most importantly, use clear, actionable reporting to make informed decisions. By following these steps, Kiwi businesses can overcome challenges, adapt to local nuances, and achieve long-term growth in the UK and other international markets.
