5 TIPS FOR STARTUPS LAUNCHING INTO THE UK
Every month, we are contacted by international startups launching into the UK market. Often enquiries are US-based businesses looking to expand across Europe from a foothold in the UK, after all we speak the same language. However, we have had clients approach us from as far afield as Beijing and Sydney.
Entering the UK market presents a valuable opportunity for businesses seeking growth. As one of the largest and most stable economies worldwide, the UK provides a dynamic market with a highly diverse population. The country’s mix of age groups, ethnicities and income levels offers a versatile environment that can accommodate a broad range of products and services. In fact, according to a 2023 Ipsos poll, the UK is the second most attractive country in the G20.
With a population of over 67 million people, the UK also acts as a rigorous testing ground for businesses to fine-tune their products and services. Companies can gather crucial data on consumer preferences and behaviours, adapting and evolving their strategies before expanding into other European regions.
Moreover, the UK’s robust infrastructure, solid regulatory framework and sophisticated consumer base make it an appealing choice for international startups launching into the UK market as well as established companies seeking to scale.
From our work with many of these international firms, here are our five PR strategies to ensure a successful launch:
Navigating the UK Media Landscape
The UK is home to a rich and varied media environment, featuring traditional print outlets like The Times and The Guardian, well-established broadcasters like the BBC, to significant digital media brands like the Mail Online. Known for our high-quality journalism, UK media outlets attract a global readership and exert considerable influence across the world. The UK’s media industry boasts some of the longest-running and most respected publications in the world, and enjoys widespread international respect.
With just eight major national newspapers, standing out in the media is highly competitive, particularly with scaleups striving for attention. UK media can also be unpredictable and will often look for the negative as much as the positive in any story. Brands may experience praise one day and sharp criticism the next. Enlisting the help of a startup specialist PR agency is crucial in successfully navigating this intricate and fast-paced media landscape.
Researching the UK Market
Gaining a deep understanding of the UK market is crucial before launching your business, as it ensures your strategies are informed and adapted to local conditions. Begin by assessing the current affairs landscape, including factors like economic growth, unemployment rates, inflation and consumer spending habits. These are the backdrop to much of the reporting so consider how your position fits with the wider macro-economic environment in the UK. Stay alert to key trends and changes in your industry in this market, such as emerging technologies, evolving consumer behaviours, and consider how your product or service fits or even bucks the trend.
Next, pinpoint your main competitors here. Investigate their products, pricing strategies, distribution methods, and marketing approaches. Perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to ensure that you are standing out from your competition. Collaborating with a communications agency can help facilitate this research and position you for a successful market entry.
Engaging with Key UK Stakeholders
At Cherish, we work closely with companies that are leading industry innovation. For these trailblazers, comprehensive research is only the starting point; equally important is connecting with the right stakeholders in the right way to successfully enter this new market. In the UK, media outlets often turn to national associations and influential figures for comments when reporting on new business ventures. Building relationships with these key stakeholders can increase the likelihood of favourable media coverage for your business. A PR agency can play a pivotal role in helping establish these valuable connections.
Understanding the Regulatory Landscape in the UK
The UK has distinct rules and regulations that govern PR and advertising practices, including consumer protection laws and data privacy standards (e.g., OFCOM). Both PR professionals and journalists must adhere to these guidelines to avoid legal issues and maintain consumer trust.
Many clients aspire to be featured on national television. While this is certainly achievable in the UK, it is subject to more regulation compared to other English-speaking countries. For instance, brand mentions are often limited, and many broadcasters may remove brand references from pre-recorded segments. A PR agency can help you navigate these restrictions and advise on how to work within the frameworks set.
Giving Your Business Enough Time to Launch in the UK
PR agencies typically prefer receiving an RFP or having an initial briefing call at least three to six months in advance of your launch date. This allows them to develop strategies and creative assets with enough time to make a significant impact. It’s also important to remember that a successful media launch is a one-time opportunity. Planning ahead ensures that you can execute a high-quality campaign with all the necessary components. In some cases, we may advise startups launching into the UK to wait before going to the media and offer consultancy services to help refine their product or service beforehand to ensure that they have everything in place to make their UK launch a real success.