Event
International Trade Week (ITW) 2026:
COMMUNICATION FOR INTERNATIONAL GROWTH
A three-part Global Gateway programme designed to help businesses adapt their offer, marketing and customer communication for overseas markets. All sessions are free of charge, and businesses can attend the full programme or select the individual sessions most relevant to their needs.
• Session 1: Communicating Your Value Across International Markets
(Thursday, 5th of November 2026, 09:30-10:30, online)
Understanding overseas customers
Before investing in international promotion, businesses need to understand whether their offer and approach fit the target market. This module introduces the international frameworks, focusing on: what you sell, how customers perceive its value and how you reach them.
Using real examples, we will examine how businesses can adapt their messaging, product descriptions and customer communication to reflect local expectations and communicate their value effectively.
Participants will explore:
• Adapting products and services to local customer needs.
• How cultural expectations influence buying behaviour and perceptions of value.
• Pricing considerations and positioning.
• Choosing appropriate sales channels, distributors and partners.
Session 2: Adapting Your Language with AI
(Thursday 12th of November 2026, 09:30-10:30, online)
Creating messages that resonate across markets
Effective international marketing requires more than translating existing materials. Focusing on Promotion, this module explores how businesses can adapt their messaging, websites and sales materials while maintaining a consistent brand identity.
Explore how AI is transforming international communication, where it can add value and where human expertise remains essential.
Participants will explore:
• When AI is sufficient and when human localisation is needed.
• Adapting tone, terminology, imagery and calls to action.
• Communicating product benefits to different audiences.
• Common cultural and language mistakes in international marketing.
Session 3: Sales Communication and Customer Experience
(Monday, 16th of November 09:30-10:30, online)
Building trust from first enquiry to repeat business
International customer relationships depend on what happens before, during and after a sale. This module examines how communication, service delivery and visible proof of credibility shape customer confidence.
We will look at how the same words, behaviours and even silence can be interpreted differently across markets, using real business examples.
Participants will explore:
• Adapting sales conversations, meetings and follow-up communication.
• Understanding different expectations around trust and decision-making.
• Preparing teams to handle multilingual enquiries and customer support.
• Using relevant testimonials, case studies and clear processes to demonstrate credibility.
By the end of the programme, participants should be better able to:
• a clearer understanding of the opportunities and risks of AI in global communication.
• insights into combining technology with human expertise and local market knowledge.
• greater confidence in evaluating international communication approaches.
• recognise how cultural differences can influence business behaviour and communication;
• adapt their communication to different international audiences;
• build trust and stronger professional relationships across cultures;
• approach international meetings and negotiations with greater cultural awareness;
• recognise and reduce the risk of cultural misunderstandings;
• communicate more confidently with international customers, partners and colleagues; and
• apply practical cultural intelligence to international trade situations.
You can sign up here: https://www.pabsema4.co.uk/sign-up-for-global-gateway
Email: info@pabsema4.co.uk
Once you have registered, we’ll send you everything you need to join the sessions.