Webinar: Communication Strategy For Effective International Expansion

Companies may be apprehensive about expanding internationally. What are the essential elements for a good expansion? During this webinar, we will learn what factors to consider when expanding internationally and how to thrive.

Juan Marenco, Paula Herreros, Matias Tejero, Fredrik Pantzerhielm, and Annica Saltskog were among the panelists who debated communications strategies for small and medium-sized businesses looking to expand internationally. From their own perspective, they explored everything from how to deal with preconceptions to how major household brands and SMEs varies in strategy and mentality when making a business turn, What to concentrate on internally, how Covid-19 has influenced the industry, and Tiktok, a rapidly growing social media site.

The panelists’ general experience with foreign expansion was the first subject discussed. Annica Saltskog discussed her experiences with big household brands and small and medium-sized businesses, explaining that when it comes to entering a new market, bigger brands tend to be a bit nonchalant in comparison to medium-sized businesses. SMEs have a more modest view of expansion and are more interested in the local market’s culture.

They addressed how people in the targeted market have preconceptions about the market you’re spreading from, which is related to their curiosity in the local market’s community. The panelists agreed that breaking the ingrained prejudice that people in the targeted market have towards your previous domain is one of the most difficult tasks when expanding to a new market with understanding the target market’s culture.

Matias Tejero exemplified this point with a personal story. Matias Tejero worked for an Argentinian tech firm in the late 1990s, where he advertised and landed new clients in London. Matias got a lot of positive feedback on the program, but the clients were wary of buying software from an Argentinian corporation. He still recognizes preconceptions regarding Argentinian export, such as the association of Argentinian export with beef, soybeans, and other products, twenty years later. In conclusion, it’s important to concentrate your communication resources to dispel people’s preconceptions regarding your company, to gain reputation and awareness in that market.

All have been affected differently by Covid-19. The value of place has diminished significantly, and businesses have become more modest in their views on networking in general. Since the meetings, seminars, and webinars are all done from your laptop, the location is no longer as relevant as it was before Covid-19. In addition, many people have started their own companies, either because they felt compelled to or because they saw an opportunity. Aside from digital gatherings, a surge in start-ups and people working from home has made people more modest. This has provided businesses with an opportunity to gain new clients and grow their business, which some have taken advantage of.

You need to be very curious and very interested in what makes the local market tick, and how you specifically will enter it to build your brand, create awareness and likeability around your brand. They’re unique keys in every market and I think that big household brand names won’t consider that in the first steps”
Annica Saltskog talking about the importance of focusing your communication resources on your brand
I think that the most difficult issue to overcome is to beat the unconscious bias of the people making the decisions in the other market. It’s something that you have to consider in your communication, it’s very important to get people to trust your product and your company.
Matias Tejero talking about the importance of brand advertising prioritize

I think everyone is way more willing to listen to something new. And on the other hand, many started new businesses because they had to or they saw this as an opportunity. So compared to how we used to be, and the fact that we are we were all standardized in some way, having maybe not an office working from home, children screaming in the background and things like this made it way more personable, way more humble. And everyone was willing to take a call with you. This is a huge opportunity for the influencer market if done right
Paula Herreros talking about how her company Is Influencer capitalized on Covid-19
We look at what other people are saying, not it’s not what the brand is selling or promising. So all of that is sort of more trustworthy. And I think that it leads to success. And I think companies that are obsessed about talking too much about themselves and writing are great and they become irrelevant.
Fredrik Pantzerhielm talking about how reputation is a key to success
It’s a different approach, it is a creative approach, Tiktok is not the same thing as Instagram or YouTube. I think it’s a new kind of social consumption about leaving the power to the algorithm. So the brands are still willing to know how it works and how to challenge it and how to make it without risk. Because companies don’t like that. It’s like we are in this kind of learning.
Juan Marenco talks about Tiktok


Fredrik Pantzerhielm is a member of The Swedish Villa, a brand strategist with a long experience from working with creative and strategic development of international brands, this simple insight has served him as a guiding lighthouse. Fredrik has worked with H&M, Arla, Mercedes Benz, Sisley, Wella, Biersdorf, Smart, Pepsi, Telia.
Annica Saltskog is a member of The Swedish Villa, GTM, and Gross Catalyst expert for international brands that seek to establish a business presence in new markets. She possesses a solid business acumen and a stellar track record when it comes to growing international business across the Nordics.
Matias Tejerois, CEO at MOORE tejero, is a chartered accountant and corporate finance consultant specializing in media advertising and tech companies and has more than 30 years of experience in those sectors.
Juan Marenco, CEO at Be Influencers which started in 2017, is partners with clients such as, Disney, Bayer, Vlorox, Volgate, AT&T, Warner, and Channel.
Paula Herreros is the director at Be Influencers. She’s a communications marketing veteran hitting the UK operation of the influencers. But before that, she worked at the global Unilever team in London.
Moderator: Susane Ecclestone, Executive Director at The British Argentine Chamber of Commerce.

To watch the webinar click here

The British Argentine Chamber of Commerce Instagram Baccuk

Be Influencer Instagram BeInfluencer

The Swedish Villas Instagram TheSwedishVilla

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