International Trade Marketing Toolkit

International Trade Marketing Toolkit
The International Trade Marketing Toolkit is designed to offer templates for event preparation,
marketing, and documentation. Here you will find:
• Travel Checklist
• Trade Event Flyer Template
• Trade/Catalog Show Participation Agreement Template
• Industry Nameplate for Catalog Table
• Company Directory Template
• Trade Lead Form Template (English/Spanish)
• Trade Mission Registration Form Template
• Mission Meeting Brief Template
• Client Impact Statement Template
Travel Checklist:
Travel Checklist
Travel request submitted and approved
After travel is approved, book plane ticket and schedule lodging
Passport, applicable visas and travel shots need to be administered
Reserve transportation
Itinerary (including hotel and plane ticket info) submitted to manager and copy for support
staff
Notation on personal calendar along with cell phone number
Out of office assistant turned on
Telephone forwarded to support staff
Government identification card
State tax exempt form (if applicable)
Pouch for travel receipts
Business cards
Blackberry / cell phone
Camera
Laptop
Projector
Adaptor kit
CD ROM containing all company information, marketing and contact information (i.e.
brochures)
Trade booth
Company literature
Product samples
Follow-up form
State map (display location)
Flag placket w/US, State and local flag
Company promotional items
Friendship pins
Gifts for foreign dignitaries / hosts
Revision Date: Day/Month/Year Time AM/PM

Trade Event Flyer Template
Map of Location Picture of Location

Visually show Let us represent you at Show major
destination of trip. landmark that
Political style
maps are most
Show Name identifies the city.
Location(s)
clear. Dates
The Regional Market

Provide a brief description of the market of interest. Explain why it is of importance and highlight
its strengths.
For example: The proposed Free Trade Agreement with Country is expected to increase trade
and investment, lower trade barriers, boost the buying power of country consumers, and fuel
demand for high-value U.S. imports. The market offers a population of # million and a $# billion
market for U.S. exports.
What is a Catalog/Trade Show?

Explain what the event entails in case your potential client is unfamiliar. Include a list of all the
services included in the event registration so participants clearly understand event benefits.
For example: A catalog show is an inexpensive way to showcase your product in a new market.
State Trade Managers participate with the U.S. Department of Commerce in regional markets to
establish contacts on your behalf. This catalog show is open to all state businesses in all
industries. Participation includes trade leads and commercial briefings on the local markets.
State Exports to the market region, year of most recent data
Country Annual Trade Statistics, Most Recent Data

COUNTRY $##,###
COUNTRY $##,###
COUNTRY $##,###
COUNTRY $##,###
COUNTRY $##,###
Participation fee: $###
Sending product literature and samples are the responsibility of each participant.
For more information, contact:
Name, International Trade Manager

Department/Office Name, Address, City, State ZIP
Tel: (###) ###-#### Fax: (###) ###-#### E-mail: name@domainname.gov
Registration Deadline: Month, Day, Year
Attach logos of all event partners.

Trade/Catalog Show Participation Agreement Template
Participation Agreement
Company Name ________________________________________________________________
Contact Name ________________________________ Title _____________________________
Address ______________________________________________________________________
Telephone ___________________________________ Fax _____________________________
E-mail ______________________________________ Website___________________________
1. For the program handbook, please provide a brief description of the product(s) your firm
would like to have represented (no more than 35 words):
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. Please check all markets of interest:
County (C1) County (C2) County (C3) County (C4) County (C5)
3. Letter code(s) best describing the business relationship sought by your company:
A Sales agent or representative P Partnership or joint venture

L Licensing agreement U End user, direct sales, or dealers
D Distributor General
4. Product Categories under which your company is to be displayed (limit of four sectors per
company). Your industry categories may vary—list what the trade show organizer denotes for
the event publication. Parenthesis ( ) denotes best prospects.
Agricultural Chemicals (B) Industrial Chemicals (CP)

Air Cargo Services (C) Information Technology (V)
Airport/Ground Support Equip. (V) Medical Equipment (CEP)
Automotive Parts/Access. (CEV) Mining Equipment (BCP)
Building Products (P) Oil & Gas Field Equipment (BCPV)
Computer Hardware (C) Petrochemicals (BC)
Computer Software & Services (CE) Plastics Materials and Resins (C)
Construction Equipment (CE) Safety and Security (CP)
Cosmetics and Toiletries (E) Services: Engineering, Financial,
Electrical Power Generation (CV) Health Insurance (CEV)
Engineering Services (V) Telecommunications (CE)
Environmental Technology (CV) Textiles and Apparel (BCEP)
Food Processing/Packaging (CP) Travel and Tourism (CEV)
Franchising (E)
5. Participation fee: $###

(Please enclose a check made to the "name of account where funds are deposited")
Name, title ____________________________________________________________________

Signature _____________________________________ Date: ___________________________


Industry Nameplate for Catalog Table
Insert state seal/logo and/or name of the catalog show with dates

(Not the company name—unless it is an established brand the name does not communicate the product)
Industry Name
Cut and Fold.
Industry Name
(Not the company name—unless it is an established brand the name does not communicate the product)
Insert state seal/logo and/or name of the catalog show with dates
Company Directory Template
Note: It is helpful to have all the companies you represent on one page. You can distribute it to people who
are just fishing and save your catalog/sales literature for serious leads. It can also save on business cards
and reduce luggage weight.
Booth Name (State Delegation)

1. Company Name – Contact Name, Title
Mailing Address (as if sending from another country)
Phone: +###-###-#### Fax: +###-###-#### Email: name@domain.com Website: www.domain.com
Product Categories: Industry categories
Description: Specific types of products
Notes: One page is best (for photocopies), include contact information similar to what would be included
on a business card.

on a business card.

on a business card.

on a business card.

on a business card.

on a business card.
Your Contact Information—Business Name

International Trade Manager, Title (title must depict decision making authority)
Mailing Address, City, State, Country

Trade Lead Form Template
Trade Lead
Market / Mercado:
Market 1 Market 2 Market 3 Market 4 Market 5
Company of Interest / Compañía de interés:
A Company Name C Company Name K Company Name

B Company Name D Company Name L Company Name
G Company Name E Company Name O Company Name
H Company Name F Company Name P Company Name
M Company Name I Company Name Q Company Name
N Company Name J Company Name R Company Name
Completar esta sección o anexar su tarjeta de negocios
Contact / Contacto: __________________________ Title / Cargo o Posición: _______________________
Company / Compañía : ___________________________________________________________________
Address / Dirección: _____________________________________________________________________
City, State / Ciudad, Estado: _______________________________________________________________
Postal Code / Codigo Postal: __________________ Country / País: ______________________________
Telephone/ Teléfono: ________________________ Fax: _______________________________________
E-mail: ____________________________________ Web address / Pagina Web: ____________________
Year Established / Año Establecido: _____________ Annual Sales / Ventas Anuales: $USD____________
Total Employees / Número de Empleados: _______ ¿Habla Inglés? Sí No
Do you need financing assistance to import / ¿Necesita ayuda financiera para importar? Sí No
Primary business / Negocio principal:
Agent / Agente Manufacturer / Fabricante

Consultant / Consultor Retailer / Vendedor Minorista
Distributor / Distribuidor Wholesaler / Vendedor Mayorista
End-User / Consumidor Other / Otro ___________________
Are you currently representing another company / ¿Otras companías o productos que representa?
Sí No
Nombres: _________________________________________ Región que representa:_________________
Sistema de distribución: __________________________________________________________________

Trade Mission Registration Form Template
Name of Trade Mission

DELEGTION INFORMATION
Business Name:
Primary Contact: Title:
E-mail Address: Website:
Office Phone: Cellular Phone:
Will your cellular phone work outside of the United States? Yes No
Do you have purchasing/selling authority? Yes No
Other Delegation Members (please list):
Name: Title:
Name: Title:
Name: Title:
LOGISTICS
Dates of Travel:
Airport(s) you will be arriving/departing (please list):
1. Airline: Flight number:
Arrival time: Departure time:
Hotel name and address (please let us know if you need reservation assistance):
Do you need us to provide your transportation? Yes No

Do you need translation services? Yes No
Will you mail/bring product samples? Yes No
Will you need any equipment for product demonstrations? Yes No
Please explain:
What are your goals for this mission?
Page 1 of 2

PARTNER INFORMATION
What type of a business relationship is your company seeking to establish on this mission?
Agent Technical Exchange
JV/Strategic Alliance Manufacturer's Representative
Distributor Direct Sales to End User
General Importer Other (Please specify) _________________
Do you currently export to this area? Yes No
Does your company already have representation in this market? Yes No
If so, please list each foreign company representing your company
and the type of business relationship:
Do you have specific companies that you would like us to contact? Yes No
If so, please list their name and details as available.
Do you have specific companies that you do NOT want us to contact? Yes No
If so, please list their name and details as available.
Please outline the criteria or skills your ideal business partner should possess. For example:
English language ability, size, revenue, territorial market coverage, client base, investment, etc.
Is your company willing to grant territorial exclusivity to an agent or Yes No Maybe

distributor in this market?
SPECIAL REQUIREMENTS
Do you have any special dietary needs? Yes No
Explain
Do you have any allergies that we should be aware? Yes No

Explain
Other: Yes No
Explain
EMERGENCY CONTACT INFORMATION

Name: Relationship:
Address:
City, State: Zip
Daytime phone: Evening phone:
Page 2 of 2


Mission Meeting Brief Template
Meeting Briefing
To: Party of Interest
CC: All Staff Members
From: Office Name
Date: Day/Month/Year
Re: Meeting Name
Event / Meeting Name: Meeting Name
Event Details
Event Times: Month, Day, Year, Time,
Site Information: Place/Hotel
Contact Information: Mr. / Ms. Name

Mobile: 011 ##-##-##-####
Attendees: Domestic Delegation (List names and titles)
Attire: Business
Staff/Travel Arrangements: Define staff or travel aide, mode of transit, vehicle
Event Background:
[Provide background on event or meeting, participants, and purpose of/for meeting; note any
history such as MOUs that have been signed, former relationships, etc.]
Remarks/Introductions:
[Provide background on audience, expectations of remarks, information regarding format and

setup]
Meeting/Event Goals:
[Define expected outcomes, specific points to address; list all talking points]
Protocol:
[Exchange gifts / marketing materials; state order in which to distribute by rank and who gets what]

Client Impact Statement Template
Note: In international trade (business expansion) assistance, it is often difficult to verify impact. Businesses
are not mandated to disclose sales data. Unlike investment where you can verify capital investment, jobs
created and wage rates, international trade professionals rely on their relationship and professionalism not
to disclose proprietary information to get export results from clients. Therefore, an “impact statement” offers
a measure of satisfaction and results for services rendered. This is vital for performance based-budgets.
Client Impact Statement

TRADE COUNSELOR ____________________ _______________________________________________
COMPANY NAME ______________________________________________________________________
SERVICE PROVIDED ________________________________________ ___________________________
BUSINESS IMPACT
Yes No N/A
Did name of office services lead you to export?
Did name of office’s services enable you to enter a new market?
Did name of office’s services help you obtain export finance assistance?
Did you generate sales through exporting?
Estimated export sales over the next 12 months: US$___________________
CUSTOMER SATISFACTION
Please rank your customer experience; 1 being least accurate and 5 being most accurate.
1 2 3 4 5
The information/assistance provided was very useful.
The information provided was clear and easy to understand.
The assistance provided was timely.
The assistance provided was comprehensive.
The name of office trade staff demonstrated a high level of professionalism.
The trade counselor was knowledgeable on the subject matter.
Working with the name of office has improved the efficiency of our international
trade activities.
I am likely to recommend the name of office international trade services.
PLEASE DESCRIBE THE name of office GENERAL IMPACT ON YOUR COMPANY

(I do / do not authorize the name of office to use these comments for publication.)
Type text here.
COMPANY NAME: ______________________________________________________________________
NAME / TITLE: _________________________________________________________________________
CLIENT SIGNATURE: _____________________________________ DATE: ______________________

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Revision Date: Day/Month/Year Time AM/PM

Map of Location Picture of Location

The Regional Market

What is a Catalog/Trade Show?

State Exports to the market region, year of most recent data

Country Annual Trade Statistics, Most Recent Data

Participation fee: $###

For more information, contact:

Name, International Trade Manager

Registration Deadline: Month, Day, Year

Attach logos of all event partners.

Revision Date: Day/Month/Year Time AM/PM

2. Please check all markets of interest:

A Sales agent or representative P Partnership or joint venture

Agricultural Chemicals (B) Industrial Chemicals (CP)

5. Participation fee: $###

Name, title ____________________________________________________________________

Department/Office Name, Address, City, State ZIP

Revision Date: Day/Month/Year Time AM/PM