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~ Founder ~

COLUMN

MAKING IT PERSONAL

hopping. Everybody does it. Whether it is strolling through market stalls, rac-
ing through the grocery store or clicking product pages on a webshop. Each
Sconsumer has their preferences. One person is only shopping online for gifts
in large marketplaces, while others are checking designer stores for elegant luxury
clothes. We all shop in our own time, place and favoured stores. But, are we really
that different from each other?

For most products, there is an audience that can be defined as the early adopters of prod-
ucts — those who want to check out the newest gadgets. In the digital age, it has become
a common goal to review these items online. These early-stage influencers reviewed
products and by doing so, compelled their followers to try the product – or not.

As online shopping has been growing, so has the influencer business. These days, many
companies are paying micro and macro-influencers to test their products. If these influ-
encers can activate their followers, a specified audience can all be targeted at once.
In this issue of Cross-Border Magazine, you can read the story of self-made man, Jeremy
Fragrance, who amassed more than 1 million followers on various
social channels such as YouTube and Instagram. He started by
simply reviewing fragrances, deviating himself from other indus-
COLOFON
try leaders. He invented his own version of the wheel, countering
the fragrance brands and, after a successful Kickstarter-project, is
well underway in building his fragrance success.

Another article features the story of Alcocat. While the alcohol-
meter does not seem to be of any interest—marketing-wise —to FOUNDER & PUBLISHER JEROEN LEENDERS
influencers, the founders managed to redefine the image of the
EDITOR-IN-CHIEF NICO HOEIJMANS
product. They made it a fun, cool gadget, and a precise targeting
strategy focusing on influencers helped them to build their brand. EDITORS LAURA MARTIN
GRAPHIC DESIGN & LAYOUT GEORGINA BENNETT
The number of marketing tools for brands are endless. It is up to

the brand owner how they will invest in them. What works for
you? How will you create the most impact on your target audience?
Maybe traditional marketing campaigns work better for you? And
WEBSITE: WWW.CROSS-BORDER-MAGAZINE.COM
how do you deal with cultural differences and expectations if you are
a cross-border seller? It is all about finding that DNA connection to
convince people to choose your product, isn’t it?
If you are interested in learning more about sponsorship or
advertising opportunities or you would like to discuss creating
Defining a marketing strategy might seem easy. Defining a suc- a customised plan to meet the needs of your company, please
contact: [email protected]
cessful marketing strategy definitely is not. I hope this issue of
The Cross-Border Magazine is owned and published by Salesupply BV.
Cross-Border Magazine is useful to you, and maybe you will find
No person, organisation or party can copy or re-produce the content
some tips you can use for your business.
of the Cross-Border Magazine or any part of this publication
without a written consent from the editor-in-chief or publisher.
Enjoy reading! The publisher, authors and contributors reserve their rights with
regards to copyright of their work.
Jeroen Leenders,
Founder Cross-Border Magazine
[email protected]

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