Marketing Guru Shows Companies How To Win In US

Jun 30, 2006

Top US marketing strategist Allyson Stewart-Allen has been enlisted by Invest Northern Ireland  to help a group of small companies win business in North America.

She will be the keynote speaker at an Invest NI seminar for around 30 companies, most of them new to the US marketplace, at Templepatrick on Wednesday 5th July.

Alan Hingston, Invest NI’s Trade Director, commenting on the’ Doing Business in the US’ event, says: “The US is one of our most important global trade partners, with customers there buying goods and services worth around £1 billion annually. We believe there are opportunities for many more companies, especially small to medium sized enterprises, to do business there.

“A number of SMEs are already doing significant business in the US, following their participation in our Passport to Export trade mission programme and with support from our Technology and Development Centres in Boston and Denver, which provide a strong support infrastructure in the market.  The Northern Ireland Bureau in Washington will also help companies with practical advice.

“Our annual trade programme includes several trade missions to key business centres such as New York, Boston, Chicago, Atlanta and Denver. In addition, we help companies to take part in major international exhibitions such as BioLink for the life sciences sector and FOSE for public procurement of innovative technologies.

“This event is the latest in a series of Invest NI activities to encourage and help smaller companies prepare to pinpoint new business in the US. We’ve asked Allyson Stewart-Allen, a recognised international marketing and strategy consultant to share her wealth of experience gained helping companies, both large and small, to enter the US market.”

Ms Stewart-Allen will be advising participants about opportunities in key growth sectors, the structure of the market, and how they can access and win business there.

Ms Stewart-Allen founded International Marketing Partners Consultants following her experience with blue-chip consulting firms Price Waterhouse, PA Consulting Group and Hay Management Consultants.

She is the author of Working with Americans, the first-ever book exclusively about the US business culture, that helps professionals improve relationships and negotiate effectiveness with their American business partners, bosses and colleagues.

From Los Angeles, she is a graduate in International Business from the University of Southern California.

Allyson has appeared as a regular and frequent marketing expert on CNN’s World Business and Business International programmes.  She is an active member of the Marketing Society, Chartered Institute of Marketing, American Marketing Association, Institute of Directors and Institute of Management Consultants.

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