With a shrinking domestic industrial customer base, successful U.S. companies focus their marketing on expanding sales into global markets. A Dynex sales office in the United Kingdom, established in 1956, supported distributors in European countries. Participation in trade shows, such as Hannover Fair in Germany, spurred the company’s initial growth in global sales.

More recent initiatives to expand into South America, Asia and the Middle East followed that successful model: Participation in targeted industry exhibitions to support regional distributor sales. Focusing on sales to specific industries with global reach provided the marketing programs with an efficiency of scale. Strategies, messages and support material could be carefully modified for international use.


Dynex objectives at the ADIPEC exhibition in the UAE were to meet with existing customers and generate interest in their pumps with oil and gas companies. Marketing the company’s brand in the Middle East is critical, with over half of the world’s oil reserves located in that region. (Click image to enlarge)


Sales of Dynex pumps in the global Oil & Gas industry lead to a natural expansion of sales outside of North America. A new marketing initiative in Brazil was driven by the country’s rapid gains in production and reserves. Exhibits at major trade shows in Rio de Janeiro and nearby Macae resulted in new distributor representation.

Exhibitions in Singapore and in Abu Dhabi, U.A.E., marketed the Dynex brand and significantly increased sales in those markets.


Company and product publicity on industry websites increases awareness and markets the brand image. Free Dynex listings on a dozen Oil & Gas websites drove traffic to their website and supported the expansion of global sales. (Click to enlarge image)


Sales were supported by online advertising, including GlobalSpec, with its searchable directory, product announcements, newsletter ads, and a banner advertising network. Broad online advertising in GlobalSpec, and product listings in Direct Industry and other industry-specific websites supported increased worldwide product awareness.


A Chinese website with a “.cn” domain was the central focus of Dynex marketing efforts in that country. The site is hosted in China and is registered with Baidu, the large Chinese language search engine, which indexes over 740 million web pages. The site contains links to Dynex’s Chinese distributor websites. (Click image to enlarge)

Prospects were driven to the Dynex website and recorded for sales follow-up and nurturing.


China is an attractive market with its 1.35 billion population, rising incomes, and an increasingly open business environment. Studies indicate that Chinese buyers seek top quality and superior performance in products from Western suppliers. This customer need is consistent with the Dynex brand promise.

Training distributor personnel in China

Developing effective local sales representation, and working with them to learn to sell Dynex products, is important to the company’s success in global markets. Especially in Asia, personal selling is critical to successful marketing. (Click image to enlarge)

Initial Dynex marketing efforts in China focused on finding distributors that sell into its primary markets, and that could knowledgeably promote their pump benefits. The relationship-focused culture makes face-to-face selling the most critical element of the marketing mix. Cooperative exhibits at targeted exhibitions played an important role in the Dynex Chinese initiative.

Research also indicated the importance of providing application studies with photographs, to demonstrate product solutions and industry leadership. A pump application guide, translated into Simple Chinese and cost-effectively printed in China, supported distributor sales efforts.

With emerging digital technology, online sales channels are important. Dynex developed a Chinese-language website hosted in China, with a focus on product benefits and applications. SEO aimed for high rankings in Baidu, the leading Chinese search engine.


Email has become the primary global business communication method, allowing companies to more easily expand into new countries. Relevant email, such as pre- and post-show messages, can advance relationships made at events. (Click image to enlarge)


Driving traffic to a unique show landing-page, with photos, product benefits, and a literature download link, extends trade show value. An ongoing program can also nurture relationships with show visitors that are not yet ready to buy. (Click image to enlarge)


Customers and prospects in China, as well as in other global markets, are receptive to targeted email that is personalized and relevant. Email campaigns in their native language can facilitate effective face-to-face communication with potential customers.

Dynex invitations to seminars and exhibitions, and post-event follow-up communication, are especially effective, with open-rates averaging 40%, well above industry averages.


Avoiding careless translation is critical when modifying existing literature for use in global markets. Understanding language and cultural differences are critical to modify the marketing mix as required to be successful.

Distributors in each country, who understand the correct terms for technical hydraulic phrases, translated Dynex literature. The result was then checked by a professional translation service that also used local language experts. Art production was handled in the U.S. for proper layout and logo usage, to ensure proper branding. Most printing was done in the target country to reduce printing and shipping costs.


Literature for use in the Oil & Gas industry in Brazil was translated to Brazilian Portuguese by the local Dynex distributor. Knowing the significant distinction between language usage in European Portuguese (EP) and Brazilian Portuguese (BP) was important. (Click image to enlarge)

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