Taking the World by Storm: NZ Tech


What was the best performance you ever saw, and where was it held? 

We’ve asked around the office – answers include Eric Clapton at the Royal Albert Hall, Queen at Wembley, The English National Opera at Covent Garden.  We’re yet to meet anyone who saw Elvis at Ceasers Palace, but we’re working on it.

A world-class act needs a world-class venue, right?

Think of the internet as a venue.  Being the internet, let’s assume it’s a large and prestigious venue – Madison Square Garden, for example.  Your website is the star of the show and it’s a lengthy run.  Only problem is, the show is a bit tired, its dialogue isn’t relevant to a lot of the audience and no-one’s too sure how to find it.  So, no matter how great your venue is, if the performance is no good, ticket sales won’t be great. What a waste of a great venue!

For New Zealand’s growing technology industry, the internet is the perfect stage for attracting an unlimited worldwide audience.  We’re doing well – this sector is our third largest export earner behind dairy and tourism.  Technology is also featuring more and more prominently in our export portfolio to China.

Of course this is largely due to the fact that we boast some extremely innovative and ground breaking technology firms.  But another large part of this success is the stage on which we now perform – the internet.

The internet allows us to set up our show alongside multi-national technology companies, who historically had the advantage due to their less isolated location.

But it only works if your website is relevant to your audience and is built with export markets in mind. 

So we thought it was timely to look at the top three factors to consider when leveraging your company's brand overseas:


Which Markets to Focus On
You may well have identified your target markets and know exactly where you want to take your business next.  Perhaps you’re still developing this. Either way, there are specific factors to consider when making this extremely important decision, eg market size, local economic climate, distribution channels, competition, ease of entry.

Audience Demographics
Within those markets, who do you need to reach, and why?   For example, the conversation with a company’s CEO will differ to that of the IT Manager and subsequently your content may need to take that into account.


In order to grab an export market’s attention, your online offering has to be well designed, credible, comprehensive, easy to navigate and understand. This includes presenting content in the language of your readers, content strategy and design, all the while keeping in mind the needs of each market. You may need to consider regionalisation - for example, a web page in one country may need to be designed and written differently for another, appear in a different language, although the ultimate message remains the same. 


Search Engine Optimisation is paramount when reaching other countries.  
You’ve done your research and know where you’re taking the business.  You’re punching above your weight in terms of your digital presence and can stand proud alongside the multi-nationals. So make sure you can be found!  Major search engines in each of your export regions should be optimised for, eg Google won’t cut it in China.

In summary, consideration for your international audience is paramount if you’re looking to grow in international markets. New Zealand is on the cutting edge of the technology industry and the possibilities for international growth are huge. 

Madison Square Garden, here we come!

“30-40% of our international leads come from our website. You need to have a great website to succeed overseas”

Murray Holdaway, CEO/Founder, Vista Entertainment Group