Cream Off the Top: Nine Reasons Why Marketers Should Test an Offshore Strategy.(Brief Article)

Target Marketing, December, 2001 by Thornton, James

U.S. DIRECT MARKETERS have not been more active overseas because most have been brainwashed into thinking the only way to market internationally is by entering big country after big country from onshore. This can be very expensive.

From time-to-time we hear of U.S. companies investing in local markets overseas and succeeding--companies such as Viking Office Supplies, Franklin Mint, Reader's Digest, Lands' End and others. Indeed, dozens of U.S. catalogers invested in Japan a few years ago when the yen's value against the U.S. dollar was very high. U.S. cataloger's prices were low compared with local Japanese prices.

It will never be as easy as that again for U.S. catalogers in any market any-where. When the value of the yen fell, response rates...

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