ETPO WGIP European Trade Promotion Organisations Working Group of Information Professionals Report on Activities 2015
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1 European Trade Promotion Organisations Working Group of Information Professionals Report on Activities 2015 Verónica Lau Chair of the ETPO WGIP Germany Trade & Invest ETPO 56th Main Conference Milan, 15 October, 2015
2 ETPO WGIP Conference Venues 2015 TPO Participation ETPO-WGIP Agenda ETPO WGIP Spring 2015 ETPO WGIP Autumn 2015 ETPO WGIP Online Platforms Future Venues
3 ETPO WGIP ETPO Working Group of Information Professionals Goal: to promote the exchange among European TPOs in order to support TPO clients (SMEs) in their effort towards internationalisation. Share best practices Build on synergies Keep up-to-date with the latest trends Discuss common challenges and opportunities in the area of information and support services
4 Conference Venues Spring 2015 Vienna, April Hosted by Advantage Austria 34 delegates from 20 countries and 23 organisations, including 7 new delegates and 2 members from the International Trade Centre, ITC. Returning TPO: Enterprise Greece Autumn 2015 Vilnius, September 2015 Hosted by Enterprise Lithuania 28 delegates from 17 countries and 20 organisations, including 4 new delegates and 1 member from the International Trade Centre, ITC. TPO attending for the first time: Switzerland Global Enterprise
5 TPO Participation Expanding the Working Group Goal: Increase TPO meeting participation Ensure participation of TPOs that have been active in the past but have not attended lately. We invite all TPOs to participate in the working group and also welcome new members!
6 ETPO WGIP Agenda The agenda is continuously adapted to the changing needs of TPOs: Information Content (www, publications, dissemination) Workshop Session (2 workshop topics + discussions) Organisation Issues Customers Technical Issues / Future Lab Group Discussion
7 ETPO WGIP Agenda Spring Vienna Focus: Building a TPO s brand through all P s of Marketing (Advantage Austria) Companies export readiness tool (ITA Italian Trade Agecy) New websites relaunch (ICEX-Spain Trade & Investment, Netherlands Enterprise Agency) Targeted TPO export service portfolio (Enterprise Lithuania) Impact of EU-Russia sanctions on TPO services (Czechtrade) Importer databases (Ministry of Economy of Turkey) Organisation news: Luxembourg for Business TPO Cooperation on acquiring information sources (ITC) Workshop Sessions: TPOs trade fair customers promotion (Brussels Invest & Export) Responsive web design, mobile websites and Apps: pros & cons (ICEX- Spain Trade & Investment)
8 ETPO WGIP Agenda Spring 2015 Vienna Group Discussion: Paid online advertising Lead Generation and content promotion - Discussion led by UKTI and Enterprise Estonia Summary: Optimizing an online lead generation campaign takes time, patience and money Campaigns need to be able to measure value and return on investment Campaigns need to be integrated in to your service delivery model A successful campaign requires good communication between the online experts (digital team) and the rest of the organisation. Content must be optimized: SEO and organic search are just as important as paid search
9 ETPO WGIP Agenda Autumn 2015 Vilnius, 77th ETPO WGIP meeting Focus: New digital publications (ICEX-Spain Trade & Investment) E-Government and online tools - Point of Single Contact (Enterprise Lithuania) Temporary export managers for SMEs (ITA-Italian Trade Agency) Organisation News: Business France and Innovation Norway E-Learning platform and Information monitoring alert systems (ITC) Workshop Sessions: TPOs data confidentiality and security (Business France) Social media: personal branding vs. organisation communication (Enterprise Lithuania)
10 ETPO WGIP Agenda Autumn Vilnius Group Discussion: Understanding the information needs of exporters Discussion led by Trade Malta and CBI Netherlands Summary: TPOs see it as their task to offer foreign market information (country and sector reports). Greatest demand is for information on potential buyers and their details. Information about potential new growth markets is also in high demand. Firms more often use informal means to gather market information than doing formal research. For TPOs, websites are the main channel to disseminate information. Offering our customers value added information is of vital importance for TPOs, i.e. customized services. Newly elected Chairman: Stéphane Decoster from Brussels Invest & Export
11 ETPO WGIP Online Platforms LinkedIn ETPO WGIP closed group Information about upcoming meetings Post articles of interest to the group Communication platform for members 73 WGIP members
12 ETPO WGIP Online Platforms Ning ETPO WGIP closed group Detailed information about past and upcoming meetings Conference presentations Conference minutes Interesting contributions for the group Group photos
13 Future Venues Spring 2016 Germany Trade & Invest, Berlin Autumn 2016 Business Sweden, Stockholm We invite all TPOs to participate in the next ETPO WGIP Spring 2016 meeting in Berlin!
14 Thank You! Contact: Veronica Lau Germany Trade & Invest Senior Manager Strategic Marketing T. +49 (0)
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