Cracking The Us Market

Cracking The Us Market

Cracking The Us Market

One of the questions we are asked most often by our European clients is, "How do we make some inroads into the US market?" That's no surprise since few companies in the technology, media & telecoms sectors address a single geographic market and the US market is often seen as crucial. To paraphrase the song, if you can make it there, you can make it anywhere. Exposure to the end-user audience, whether that is business and/or consumer, can mean a rapid expansion of opportunity but what is often just as important is a 'bleep' on the radar of a highly developed investment community.

So how do you go about it? At Babel we have years of experience dealing in the US market we understand what is required, what works and what doesn't. What is most important to remember is that the messages delivered have to be relevant to the US market. Careful research is required to understand what is driving a particular market sector, who are the key personalities, which individuals and titles have the greatest influence and which messages are likely to attract their interest. It's not 'rocket science' but it does require specific and sustained attention.

We offer a range of support models depending on the requirement and the budget constraints:

Outreach

The outreach model is normally the most cost effective solution. The Babel team research the relevant market, outline strategy and design activity to suit. We then build a bespoke target list (traditional and online) and target them from our UK offices. It does mean that we are often working unusual hours but it can be a highly effective approach.

Hybrid

Sometimes there is no substitute for 'on the ground' activity including face to face meetings and trade show report. If that is the case we can supplement the outreach model with on direct, in person support in the US. Depending on the specific requirement we can either send one of our experienced consultants to the US to provide support on a temporary basis or link with one of a network of specialist US PR freelancers and agencies. We've built those relationships over many years and can always provide the expertise needed.

Full market support

If significant and on-going on the ground support is required we generally recommend bringing one of Babel's affiliate US agencies on-board. We have a network of affiliates with generalist TMT sector experience, as well as agencies with specific sub-sector experience. Babel manages the affiliate relationship and provides a single reporting and billing relationship. We make sure that intelligence is shared across the relationship and that administration is minimised to ensure our clients' investment in PR produces the result required.

If you would like to discuss options for PR activity in the US market please let us know.

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