Export companies' marketing techniques must change with the times in this age of information

Internet and Web-based resources are vital for selling and promoting products, and also for generating new clients

INFORMATION IS the lifeblood of the export trade. A business that wants to succeed in export marketing needs information about market prospects and must be able to provide information to perspective clients.

In addition, export marketing techniques involve much more than just selling a product. They include selling the image of the company, how the company approaches its customers, its willingness to adapt to changing market trends and the level of client support.

The Trade Development Council (TDC) said that in today's competitive global marketplace, companies that wanted to increase sales and revenue needed to establish a well-planned international strategy to achieve success. To stay competitive, Hong Kong enterprises must continually fine-tune their marketing skills, which included the use of the internet and Web-based resources to sell and promote products and to generate new clients.

TDC Publications business manager Edmond Chung said in major export areas such as watches, jewellery and textiles, Hong Kong manufacturers no longer competed simply on price. They were increasingly turning to innovative design and closer working relationships with clients to provide added value.

He said Hong Kong's exports were recognised worldwide for their quality and value. This well-deserved reputation was reflected in the rapid evolvement of Hong Kong's product development and brand-name marketing.