Create a more ideal trade environment by raising awareness and improving the reputation of US Cotton among Chinese users and potential users.

Strategy

Identify a target readership among users and potential users.

Publish relevant statistical information and articles on US Cotton in a monthly newsletter.

Communicate the benefits of US Cotton and provide a forum where Chinese users and potential users can make inquiries about the particulars of buying and using US Cotton.

Keep track of all newsletter recipients in a routinely updated database in order to gage who is buying US cotton and anticipate their needs.

Results

Chinese consumption of US Cotton has increased by five times over the past five years.

Newsletter readership now includes virtually all importers of US Cotton.