The Art of Export Marketing

> Tips and Pitfalls

Join all relevant Professional Associations, Guilds, etc…
Your fellow artists are an excellent source of information.

Experts are there - Consult them, they get paid to keep abreast of barriers and regulations; consult the officers at the Canada Business Centre nearest you, the Cultural Trade Commissioners, etc…
Know about the ATA Carnet -an international, unified customs document which simplifies customs procedures for the temporary duty free admission of three main categories of goods traded internationally: commercial samples; goods for presentation or use at trade fairs, shows, exhibitions or similar events; professional equipment. The Canadian Chamber of Commerce is the official issuing agent of ATA Carnets in Canada.
Work closely with Canadian embassies and consulates.
Research…research…research…
Prepare yourself. A business plan and a marketing plan are essential.
Obsessively keep the names of people you make contact with. Follow up, follow up, follow up!
Plan on spending 10 to 15% of your budget on marketing & promotion. Apply the same aesthetic to your marketing as you do to your art.
Do not charge GST to US clients.
Do not charge GST to your clients outside of Canada, but keep your export-related documentation for 6 years in case you are audited.
Export takes time - it is a long-term venture.
Create and maintain relationships. Learn many languages. Don't be shy - confidence is everything.
Study tradeshows/trade fairs, attend relevant shows.
Be multi-disciplinary in order to augment your chances of participating in global projects.
Be aware of international politics.

Marketing Strategy (Source: Forum for International Trade Training, FITT)

Marketing Formula - the 4 Ps:

International Trade adds 9 more Ps to the list: Payment, Personnel, Planning, Paperwork, Practices, Partnerships, Policies, Positioning, Protection

Elements of a Good Export Plan (Source:FITT)

Problem-free customs clearance (Source: Export Development Canada www.edc.ca/edcsecure/eforms/documents/dnm_guide_e.pdf)

Complete all customs requirements before you ship the goods. Don't wait until they're at the border to discover that you need a pre-shipment inspection certificate, or an import permit or license.
Make sure the documents are consistent and complete in terms of quantities, descriptions and so on. For example, when using part numbers, also provide a written description that will help classify the goods for customs purposes.
Make sure the documents match the shipment exactly. If you toss in a few promotional items at the last moment and they're not on the invoice, it may create problems for your importer.
If you use a customs broker, make sure you pick a reputable one. If possible, also choose a broker who deals with your type of product.
Finally, and especially when entering a new market, obtain expert advice from sources who are familiar with that market's customs procedures and regulations.