In the latest edition of the members’ business magazine issued by The Federation of Garden & Leisure Manufacturers, the director general Amanda Sizer Barrett urges British firms not to neglect reviewing the ways in which they handle their overseas business.

She said UK exporters needed to reconsider often-neglected aspects of doing business overseas in order to gain a competitive edge. “You might not regard cross-cultural awareness and protected intellectual property rights as vital components in the marketing mix, yet applied properly they can give you a significant advantage over competitors,” she says.

Her message comes as the Federation is involved in the planning the British pavilion at spoga+gafa in Cologne (left), which attracts buyers from every corner of the world. Gardenex has organised a British group of exhibitors at the event for more than 40 years. Two weeks later, they organise and host the International Buyers’ Centre at Glee.

She emphasises the importance of the ritual of presenting and receiving of business cards in East Asian markets, and the significance of the colours used in a company brand as among the key factors for overseas sales success. “Colours can be valuable intellectual property rights and the proper protection of those rights can help you succeed overseas. A trade mark, for example, assures the buyer of the quality of your product and gives protection against passing-off and piracy. While intellectual property can be a complex process to protect globally, it is, nevertheless, extremely important that businesses have a clear understanding of what is involved and take a strategic approach to protecting their rights”, she explains.

She quotes various sources of help and advice available to British companies through bodies such as UK Trade & Investment and The Intellectual Property Office website, and via the Federation’s own business services. “One of the many benefits of membership of either Gardenex or PetQuip is that companies can use the Federation’s own trade mark protection service as well as to access a leading patent and trade market attorney for free advice and obtain a substantial discount on their services.”