Move to Market Strategy

I want to show you a simple, yet not easy, three-part process that a creative firm from a small market can use to start exporting its creative service offerings.

It’s called the Move to Market Strategy. Yes, just like go-to-market, but here we’re moving our thinking from closed local markets to international demand.

The strategy has three parts: Passport. Transport. Relationship.

Passport

When moving internationally, what’s the first thing you need to think about? Easy. Your passport.

Your firm should have a passport. You need to be able to clearly state what you’re all about. Who are you? What problem do you solve? What kind of clients are you looking for? Failing to answer these questions makes implementing the rest of the strategy nearly impossible.

Transport

Once you have your passport, you’re ready to start moving. But by what means will you do that?

You need transport capable enough to get you where you want to be: in front of your dream clients. You don’t want to walk there. You will most probably burn out.

I can think of two types of transport for creative service firms. The first is content. That may be videos that help your prospects, articles, TikToks, speaking engagements, and similar forms of content. The second is networking.

I’ll write more about these later, but these are the two broad categories you can use to transport yourself into international markets as a creative service firm. Pick one and delegate the other whenever possible. Your transport will put your clearly defined passport in front of the right people who are ready to buy.

Relationship

Now you’ve arrived. If your passport is clear and your transport is working, the relationship comes naturally.

First, qualify the client. Is this someone we can genuinely help? Then qualify the project. Is this really the right way to create value here? If everything checks out, identify the value you will bring.

I’m a big believer in value-based pricing. More on that later. I’m also a fan of performance-based pricing, which is a fascinating approach.

Then, sell without selling. What you’re really doing is helping. It’s a much better place to operate from. You don’t need to feel that cringe around pitching, pricing, or selling when your primary goal is genuinely helping the client.

This is the strategy we explore and apply inside MTM Network, a training network helping creative studios from small markets win international clients.

You can request free network access to join other creatives from small markets who are moving into their dream markets and winning better projects.