Bridging The Gap: Liana Zavo on Taking Her Conglomerate PR Firm into International Markets
(Participating in public relations activities in St. Moritz and attending a polo match at the World Polo Game.)
Liana Zavo, the visionary founder of ZavoMedia PR Group based in New York, has strategically chosen to expand her business into international markets. This strategic move is driven by her vision for growth and the acknowledgment of the vast opportunities that exist beyond domestic borders. By venturing into global markets, Liana Zavo aims to establish a formidable presence, enhance brand awareness, and forge valuable strategic partnerships. The recognition bestowed upon ZavoMedia PR firm by the prestigious PRSA (Public Relations Society of America) is a game-changer, propelling the firm towards global credibility.
In this interview, we will delve into the motivations behind Liana Zavo’s decision to embrace global expansion and explore the potential advantages it brings to ZavoMedia PR Group.
Liana Zavo’s PR firm has been a dominant force in the local market for years, representing numerous high-profile clients and delivering exceptional results. However, Liana’s ambitious spirit and unwavering determination pushed her to seek new horizons beyond the boundaries of her home country.
Photo Courtesy: Liana Zavo
(Attending the polo match with Bianca Goodloe, a successful entertainment attorney based in Malibu, CA, and forming a strategic partnership.)
Interviewer: Why should you consider expanding globally?
Liana Zavo: There are a few compelling reasons why I considered expansion was essential. Firstly, through my experiences in public speaking abroad and connecting with top leaders, I discovered a significant gap in the market. There was a clear need for these international organizations to gain brand recognition and increase awareness in the American market.
Recognizing this demand, I made the decision to bridge the gap and provide the necessary support to help these organizations establish a strong presence in the U.S. and contribute to their growth and success. There is a market need for these top experts and companies to establish authority, recognition, and visibility in the American market. Neglecting this opportunity can be detrimental to their brand and reputation.
Secondly, there is a limit to the number of sales that can be generated in one country alone. Expanding into new areas not only generates incremental revenue but also aids in the overall growth of the business. The impact of our brand online is global, as is our community. At ZavoMedia, we are reaching founders and organizations in over 12 countries. It would be a missed opportunity if we fail to capitalize on this international brand awareness by making our services available internationally.
Interviewer: How can you determine if your brand is prepared?
LZ: Determining if your brand is ready for expansion requires careful consideration. Exporting can be a complex process that involves various tasks, such as setting international prices, negotiating contracts with distributors, and potentially registering products in new markets. To successfully navigate this process, it is crucial to have a solid team in place, including individuals with strong expertise in operations and finance. At ZavoMedia, I began expanding in year three when I had the support of both an operations director and a finance director. Their involvement was instrumental in ensuring the success of the venture.
Interviewer: What are the benefits and drawbacks?
LZ: The benefits include the potential for additional revenue and increased brand awareness. However, it is crucial to maintain control over the image of the company. This means that the brand should be represented in a similar manner to the home market, from visuals to the tone of voice. If there is a physical store presence, everything should align with the brand identity. At ZavoMedia, we have a dedicated team that effectively communicates our assets, display, specifications, and tone of voice. This ensures consistency across all aspects of our brand.
Interviewer: What are the distinctions in managing a global brand?
LZ: Gaining an understanding of the customers and their preferences in each country is crucial. It is essential to assess the demand for your firm’s offerings and be aware of the existing distribution networks. For example, if we are selling a luxury product and there is no luxury distribution channel in a particular country, it may not be wise to expand there. Additionally, some countries may have excessively high import duties, which would require us to significantly increase our prices to enter the market. However, this could make us non-competitive in that market.
Interviewer: How do you scale up your team to fit your business’s new reach?
LZ: At ZavoMedia, I made the decision to hire a sales manager early on who took charge of all sales, including international operations. As the need for additional support arose, we gradually expanded our team accordingly. My approach to conducting business is organic and aims for sustainable growth, prioritizing quality over quantity.
Interviewer: What advice would you give to someone looking to expand?
LZ: To ensure a successful expansion, it is advisable to start with a country that you are familiar with. By thoroughly learning from both the successes and challenges in that market, you can gather valuable insights and experiences. Currently, I have expanded my business into 12 countries, and it has been an incredible journey. Recently, I had the opportunity to travel to ST. Moritz in Switzerland, where we successfully entered the market. During my trip, I not only had the chance to watch the World Cup polo game but also had two clients: a real estate developer and an investor seeking global expansion. It is truly fulfilling to combine my passion for travel with my role as a businesswoman, PR practitioner, and public speaker. These experiences allow me to both explore the world and pursue my professional aspirations.
The decision to expand internationally was not an easy one. Zavo knew that entering foreign markets would require a deep understanding of different cultures, customs, and communication styles. She understood that bridging the gap between her firm and international clients would be a challenging endeavor, but she was ready to face the obstacles head-on.
One of the crucial steps in Zavo’s strategy was building a diverse and multicultural team. She understood that having a team with a deep understanding of various cultures and languages would be invaluable in effectively communicating with international clients. Zavo personally handpicked talented individuals from different backgrounds, ensuring that her team was a true reflection of the global stage.
Today, Liana Zavo’s PR firm stands as a shining example of successful international expansion. Through her unwavering determination, strategic planning, and willingness to embrace diversity, Liana has bridged the gap between her conglomerate PR firm and international markets. Her inspiring journey serves as a testament to the power of ambition, adaptability, and a relentless pursuit of growth.
Published by: Martin De Juan
