C
IO I S PLEASED
to present
insight from Laura Spingola,
President of Trade Resources, on ad-
vice and insight into doing business in
the United States. Spingola originally
appeared in the
, commenting on
Obama’s re-election.
Trade Resources Ltd. is a mar-
keting management firm that helps
business develop global markets. The
company was founded by Laura Spin-
gola in 1984 “on the belief that trade,
and opportunities to trade, can lead to
world peace.”
A business-to-business company,
Trade Resources serves business, gov-
ernment, educational institutions and
global trade organizations by supply-
ing international management, market-
ing and reporting services augmented
by critical decision-making informa-
tion. The company is headquartered in
Chicago, Illinois.
10
TIPS
1.
Spanish is becoming recognized as a defacto
second language in the U.S. Public signage may
or may not reflect this in urban and rural areas.
Consumer product packaging may be translated
in key target markets.
2.
Many Americans pride themselves on inde-
pendence, ‘doing one’s thing’, and preference
for nominal government intercession, and the
U.S. has a high level of entrepreneurship.
3.
Many Americans may express themselves in
grandiose terms. This manner of communicating
often translates into advertising and marketing
campaigns, although marketing messages may
present both rational and emotional appeals.
4.
In matters of finance, Americans may be
viewed as less conservative, accepting more risk
in new ventures.
5.
Americans are concerned with personal
safety and security, and these concerns are
becoming more pronounced.
6.
If your goal is selling to the U.S., keep in
mind the market is enormous and diversified.
The best way to market is to be realistic about
the size of your potential market. Set a goal for
capturing a portion of the target market in line
with your assessment. Take time to visit various
kinds of retailers and their websites if you want
to offer consumer goods in the U.S. In other
words, “Be Prepared.”
7.
Establish initial and long-term goals and
objectives for the U.S. market. Evaluate agents
and distributors based on their geographic reach
and experience by marketing channel.
8.
Many kinds of business organizations exist
to help you network and gain exposure. Cham-
bers of commerce, industry and technology
associations can help you meet the key players
and stakeholders in your segment.
9.
American businesses are getting more com-
fortable with the idea of the global market.
Many address global market potential and plan-
ning through selling and sourcing early in their
operations.
10.
Access to information, the internet and free-
dom of expression is being taken for granted.
Concern for privacy and the overall impact of
information access is increasing.
Two points in common are very clear.
Americans and Canadians share ap-
preciation for quality higher education
and love of professional sports! In
both areas, as we continue blending,
what might this portend for the future?
Companies in Canada can get in touch
with Laura at
to learn more.
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CANADIAN INDUSTRY ONLINE - FEB/MAR 2013
DOING BUSINESS IN THE U.S.
