For 糖心传媒, this event was particularly relevant as 糖心传媒 is seeking to further expand into the US Market. As part of Invest Northern Ireland鈥檚 鈥楪raduate to Export鈥� programme, Brendan McCarthy will travel to the United States later this year to represent鈥切拇解�痠n the region. We attended this workshop to gain insight into US branding trends, 鈥楳arketing Must Do鈥檚鈥�, creating a US value proposition and messaging, and common pitfalls to avoid. 

We caught up with Jenna Lloyd, US Partner at Theobald Fox and we asked her what she thinks are the biggest roadblocks that UK-based companies face coming over to the US… 

鈥�Often the assumption is that the UK–based proposition of a company is presumed as being perfect for a new market. We found quickly that in the US there are very different consumer segments. Researching into the competitor landscape is imperative 鈥� the landscape will be very different in the US market over the UK market. It makes it vital to seek out the 鈥�white space鈥�, to show where you bring difference. The beauty about the US is that it is vast; there is cultural and economic diversity which creates opportunity for whatever niche you want to operate in鈥�. 

We asked Jenna what her overarching piece of advice would be for establishing ourselves in the US market and she advised us to be open minded in pursuit of refining that value proposition.  

In terms of developing the US proposition, Jenna advised to break it down into 4 elements: 

• Who is my US customer?聽Jenna reaffirmed that the persona used in the UK market will vary in the US 鈥� there will be different pain points, needs, motivations and bottlenecks for the customer.聽聽
• What is the benefit that we are offering?聽The US audience far prefer succinct, direct messaging 鈥� to clarify what the overarching benefit of the product is will help to聽give customer a clear message.聽
• How does benefit differ from US competitors?聽UK competitors are operating with a completely different mindset. There is a big opportunity to listen to feedback offered within market, agility in the US is part of product development.聽
• What are the best ways to reach the audience?聽From a Marketing perspective Jenna highlighted that the colour palette is bolder聽in the US and the communications need to be more focused. For example, Richard Branson鈥檚 book聽鈥楾he Virgin Way,鈥櫬爓hen released in the US,聽had one overarching theme and that was leadership. Whereas聽in the UK the themes were more centred聽around learning, laughter聽and聽love. You could find your own interpretation with the English expression in the UK;聽in the US there was a far clearer key message.聽

Expansion into US markets can often pose a variety of potential challenges for UK businesses. This session offered advice on the most common pitfalls to avoid when attempting to grow in the States: 

• Adjust your positioning, not just the spelling. In most industries, your typical UK communications and marketing material and pitch delivery style may not directly translate to the US market.聽It makes it important to create personas and content specifically tailored for the US market.聽 聽
• 顿辞苍鈥檛听飞补蹿蹿濒别.US companies value time and efficiency so ensure your point is clear and your delivery is succinct.聽 聽
• Don鈥檛聽spread聽yourself聽too thinly.聽Focus your preliminary work on a small number of specific areas and fully immerse yourself so you can develop a thorough understanding into each region. 聽聽
• Major on the聽research.聽Campaign launches are significantly costly and time consuming, therefore ensure you offer your company the best opportunity by conducting enough research on the market and area.聽 聽
• Ensure you understand the diversity of the US market. Each city and state聽has聽varied cultures,聽rules聽and standards,聽therefore you must be agile and adaptable.聽

In terms of the event landscape, we are excited to hear that New York is far more open now with conversations happening towards returning to normality 鈥� something we are all looking forward to!  

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If you want to find out more about how the鈥切拇解�痵olution can help you to automate the highly manual issue of data matching for customer onboarding, then鈥痯lease鈥痳each out to us! 

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The Department for International Trade in New York has invited us to take part in their upcoming virtual workshop on Building your brand in the US Market, organised in partnership with Theobald Fox USA.

Join us as we discuss key insight on current US Market trends, the do’s & don’ts of marketing your brand across the US, and how your organisation can develop a tailored US value proposition utilising the right marketing channels. This event will also include collaborative breakout sessions for participants to explore ways of tailoring their branding, utilising the feedback provided during the workshop.

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The Department for International Trade hosted an event entitled ‘Landing a Successful Bank-FinTech Partnership in the US’.

This event allowed us to develop a better understanding of the U.S. market and to understand key ideas that are central to US partnerships. From鈥痶he vitality of building internal allies, to proving value, to picking the 鈥榬ight鈥� problem, to understanding cultural differences.鈥� 

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