Marketing a product in the UK can be an intricate process. There are several major factors involved from—finding specific distribution partners in the UK and working through the business process of creating the product and implementing your brand philosophy so that you have good sales. This article will address steps on how to market a product in the UK as well as provide various resources to assist in the process.
Resources Available to Business Owners in the UK
According to the recent national campaign, StartUp Britain, more than 500,000 small businesses were set up in 2013 and this growth shows no signs of slowing down. With the advent of the Internet, it is easier than ever to begin to market and launch a new product. Utilising the internet can help small business owners research potential demand for their product, locate stockists (or retailers) to sell their product and also be able to create a buzz without having to spend too much money. In a NewBusiness.co.uk article, author Louise Guinda was interviewed about her new book: How to Get Your Product to Market. In the book, she focuses on the UK market and shares tips on design, manufacturing, marketing and selling of products.
John Bramm is the owner of Dormeo which is a mattress and pillow company with a corporate office in the UK as well as offices around the world. In a recent article in TheGuardian.com, Mr. Bramm shared his story of how he marketed their newest product, Dormeo Octaspring. He explained the “rollercoaster journey” and that they are still in the beginning stages. However, he had specific advice that he shared for other companies based in the UK who are trying to market a product. One of the main tips that Mr. Bramm stated is: make sure all the elements of your business are able to cope before your new product springs onto the market. To read more about Mr. Bramm’s story, check out this article in The Guardian.
SmallBusiness.co.uk offers advice and useful guides to UK sole traders and small business owners. Their main goal is to assist owners and managers to start, run, grow and succeed in their business endeavours. They have resources available to help such individuals turn their business into a profitable business by learning how to market products and what the best marketing, branding, SEO and social media techniques are. Some of the marketing topics discussed in their online resource section are as follows:
- How to avoid big problems with a small business website
- How small business owners fail to take advantage of social media
- Learning from the big boys’ social marketing mistakes
- How to boost your brand on LinkedIn
- An e-commerce entrepreneur’s lesson in SEO
- Put your digital marketing strategy to the top of your list
The UK Marketing Bible is another valuable resource for business owners in the UK. This resource provides information on the following:
- How to find and attract new clients
- How to sell more to existing clients
- How to develop the perfect marketing plan
- Unusual and little known marketing techniques
Step # 1: Do Your Research and Get Prepared
The first step involves doing your research and investigating the learning materials listed in the previous section in this article. These online marketing resources are valuable in helping the UK business owner and entrepreneur learn how to market a product in the current economic climate. Carefully consider all factors involved before launching your new product.
Step # 2: Finalise Your Product Presentation
You need to ask yourself the following questions. Is your product fully functional and ready for distribution? Have you properly assessed your target market? Do you have a presentation package ready to provide to stockists? In order to get retailers to feel comfortable with the idea of stocking your new product, they need to understand more about your business processes and evidence that your business can handle the demand and delivery. Even if you have a great product, you still need to offer tangible evidence that you can provide excellent service and deliver on orders.
Step # 3: Increase Your Product Exposure
If you can’t get your product in front of people, you’re not going to have the sales you need. Two ways that you can initially get your product in front of consumers are to exhibit at trade shows and share sample products with journalists and bloggers—so that you can get some positive exposure and good reviews. Getting exposure and good reviews will generate buzz about your product and heighten your brand awareness, thus opening a dialogue with new customers. Consumer thinking has changed in the last few years. Researching product details for themselves is what consumers are opting for these days; rather than trusting the brand marketing at face value. For your company and products to become successful, it is important to cultivate customer loyalty by looking after the client.
Step # 4: Utilise Social Media in Your Marketing Plan
It is extremely important to have your company and product stand out by utilising social media. Begin to embrace technology and invest in digital and social media channels. It is important to utilise social media outlets such as Facebook, Twitter, Google+, LinkedIn, Pinterest and Instagram for social influence in engaging with customers and cultivating customer loyalty and trust.
Marketing a product in the UK can be made easier by following the steps listed in this article and utilising the online learning resources provided. Do your research and understand all the factors involved. Finalise your product presentation in a professional manner. Create a functional product that you can then market to your consumers through B2B, B2C and social media outlets.
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