Get The Answers: Scientific research sets local brand apart on the international stage

Malcolm Rands is founder and chief executive of ecostore. Photo / Supplied

Malcom Rands, founder and chief executive of ecostore, writes on how to get the word out about New Zealand products.

Every small business owner is convinced about the sheer brilliance of their products or their service, especially if it has a particularly Kiwi flavour. But how is this message delivered convincingly to potential customers here and overseas?

Ecostore was overall Sustainable Business of the Year for New Zealand in 2009 with a turnover of $20 million. It exports 50 per cent of its product.

How can New Zealand companies effectively spread the word about their products, nationally and internationally?

ecostore stakes its reputation on providing products that are healthier and safer for people and for the earth. Getting our message out there in a noisy and confusing marketplace is a challenge particularly when you have green-washing to contend with. What sets us apart is our investment in research and development. Being a science and research-led company means that we use rigorous testing processes in all of our new product development. This includes independent testing locally and internationally comparing the efficacy of our products against equivalent products in different home markets. We have found that in Australia and the United States, customers generally have a high opinion of green and eco products from New Zealand because of our country's reputation for being clean and green (deserved or not).

For companies making products which could only be made in New Zealand, how do they tell their story to the rest of the world?

Ecostore is exporting to Australia, Singapore, Korea, Hong Kong and the United States. What we have strived to do, in terms of exporting, is to seek partnerships and distribution with like-minded partners. Once we reach critical mass in whichever international market we're in, it makes sense from an ecological and economical standpoint to produce our products locally and to employ local people. We have done this in Detroit city where ecostore products are now made in their own carbon-neutral accredited factory.

How can you make your website a great platform for conveying the uniqueness of your products and your brand?

Our online community is very important to us. Aside from our retail shop, our Facebook page and Twitter account are our most direct channels to talk with our customers and to get feedback and ideas from them. I think the key to an effective website is to keep the content as rich, fresh and relevant as possible. We are in the process of redeveloping our existing New Zealand website to meet those goals more effectively as well as building a site with local content for Australia. Online channels like these also give us a platform to educate and inform any visitors about our products, the ingredients we use and any related eco or health concerns we want to share.

What other innovative tools can help international customers appreciate the New Zealand product they are buying? Are international trade shows a good platform?

International trade shows are hard work but definitely worth the effort. Nothing beats face to face opportunities to talk about your products with the public. We have a highly experienced and knowledgeable team of ambassadors for our cause who can provide useful insights and information about our products. Trade shows are an opportunity for people that have never seen ecostore before to try our products and experience the brand in a powerfully consolidated way. We're across so many categories in supermarkets that people might think we only make baby care or hair care or laundry products, so trade shows are a great platform to display our full range.