There is no average American consumer. This realisation creates unique challenges for domestic and international firms alike as demands for hyper-personalisation of products and services continue to increase. But how do you scale personalised marketing investment for over 265 million consumers across 6 time zones and 50 states? What does this mean for international firms grappling with a US launch?
The cornerstone of launching your brand in the US has to be knowing who you are. Understanding the elements that make your brand special and unique are what give you authenticity. If you fail to understand or are incapable of clearly communicating that core value of your business, how can you expect consumers to understand that value? Once you have that understanding you can then begin to translate it to the American market.
Even so the US market is very competitive and its consumers are impatient. You simply cannot copy paste your domestic market strategies while also wisely using your marketing spend. International investors that want a good ROI on their digital strategy should consider starting with a blank slate and bringing in market expertise to challenge assumptions.
In episode 6 of the America Made Easy Podcast, we paint a picture of the marketing landscape in the US with Avitus Marketing Manager Kevin Okragly from consumer preferences to strategy and tactics to succeed. That includes cost effective tools for translating brand value with a focused audience.
Tune in to our 6th full length episode as we discuss the importance of building a tribe of your core audience in the US market who you can learn from and leverage to prove strategies that can be scaled in larger US markets and regions.
Value Bombs from the Podcast
- You have to start with your brand—what makes you special and unique? Take that DNA and identify and translate it into something the US audience will buy into.
- Authenticity is important. Even if your product has broad appeal geography will drive how you present your value to the consumer so start small and focus on your first 100 consumers and learn from them.
- American consumers expect hyper-personalization. You need to deliver a customer experience from customer service to packaging and know what your audience wants before they do.
Resources Mentioned in the Podcast
Working with Americans: How to Build Profitable Business Relationships
By: Allyson Stewart-Allen and Lanie Denslow
-Our listeners can order the book and claim a 20% discount with the code “WWA20” at http://bit.ly/WWA-order-Routledge. Note the code expires on 31 December 2020.
Support for America Made Easy comes from Newable Avitus the Transatlantic Joint Venture supporting ambitious SMEs with setting up in the United States. We help make entrepreneurs lives easier by providing an operational solution for their US expansion strategies so that they can focus on driving revenue and doing what they got into business to do in the first place.
Newable – On your side in the UK
Newable helps companies thrive by providing the essential resources they need to take the next step with their business by offering financing, premises and professional support. Newable works with 22,500 businesses a year at the heart of the UK economy, helping people start, scale and sustain their enterprises. Newable’s purpose is to achieve profit and social impact in equal measure.
Avitus – On your side in the US
For over 20 years, Avitus Group has provided business administration services for more than 3,000 companies in the US. Avitus Group’s Business Solutions includes a suite of specialist services designed to help clients simplify, strengthen and grow their business. From planning your entry into the US market to helping you sustain your business, Avitus offers the combination of customised and comprehensive support you need.