The lure of the US market is ever present for many consumer businesses. According to the Bureau of Labor Statistics, there are 135 million consumer units in the country, making the United States the top consumer market worldwide due to its size, diversity and wealth. Often the latest marketing trends (be they channels, processes, tactics, content etc.) emerge from the US to be adopted by other trading nations. The US is where ideas or products quickly prove if they will thrive or die. If you have a great product, new category invention, or a brand that is easily shareable, your marketing and PR scales up quickly and easily. However, if you can’t keep up with other innovators or develop your brand to remain in the zeitgeist, your party in the USA could be over quickly.
Why enter the US market
Size. Ability to scale. Revenue potential. These are three strong reasons for a consumer product or brand to consider the US as a key market. If your business is looking for investment, the figures that can come back from a successful launch into the States increases your brand allure and propensity for investors not to dismiss you. If you are looking for good ol’ business growth – provided shipping costs and the necessity of excellent customer service are not barriers – then the land of the free should be on your business bingo card.
How to market into the US
Approach it with a multi-layered marketing and PR plan with budget and relentless focus, plus a clear understanding of your target customer and consumer, their habits, lifestyles and reasons why they would want to buy what you’re selling. US marketing is fused across PR, digital marketing, earned media and pay to play coverage. This is especially true on TV broadcasts, paid ads for PPC, social and YouTube, as well as organic social and database marketing. The focus of your thinking should be on the consumer; where and how do they hear about you? And what do they feel about you?
Having a product that can deliver engaging user generated content (UGC) accelerates your marketing in the US substantially, tipping over into other consumer used channels that you may not yet, as a brand, inhabit. Getting your product reviewed by journalists and YouTube broadcasters is a must, as is being responsive on social media, along with crisp and clean email/notification marketing with your databases. Negotiating a deal with influencers is a strong maybe depending on your budget, however PPC and other ads are non-negotiable.
Picking the right events to attend can also result in better ROI and speedier market capture. Globally impactful occasions such as CES and SXSW can deal a strong hand in spreading the word about your brand, boosting sales and opportunities – as does tapping into other target market events, supported by strong marketing and PR tactics with potential for PoS discounts.
The lure of the US market is yours to follow. And we can help you.
