The AMS Media Group are a well established UK media planning and buying agency officially recognised by the US Commercial Service as an approved supplier.

They have compiled this “Hit List” of questions, which should be addressed before any US exporter embarks on a UK launch for their brand. The answers may not prove as daunting as you think and AMS can help you source much of the information not at your disposal:-

TEN KEY MARKETING QUESTIONS

1. Will your brand require EU accreditation or a product licence in order to obtain distribution in the UK?
2. Will you be trading as a US entity, setting up a UK subsidiary or appointing a third party UK representative?
3. How do you intend to distribute your product or service and what fulfilment process/logistics have been put in place (e.g. wholesale, retail, direct response etc)?
4. What pricing strategy and volume targets will need to be achieved, if the UK launch is to prove profitable?
5. Are you sure there is a viable gap in the UK market for a new product launch and a sufficient population volume to sustain it?
6. What research exists about your brand’s consumers in the US and how can this contribute to a successful UK launch strategy?
7. What is the USP or single-minded proposition for the product in question?
8. Do you have supporting evidence to substantiate any claims that may be made in your marketing communications (e.g. clinical trials, consumer tests etc)?
9. What US marketing material already exists and could it be adapted for use in the UK (e.g. TV/Radio commercials)?
10. Do you have a pre-defined marketing budget to support the brand launch or is this subject to recommendation (i.e. task-related)?

The answers to these ten questions effectively combine to form the basis of a communications brief, from which will come the optimum marketing mix for your brand.

For more information on the services offered by The AMS Media Group please see our entries in the Business Service Provider section of this website.

KEY MEDIA FACTS

The AMS Media Group are a well established UK media planning and buying agency officially recognised by the US Commercial Service as an approved supplier.

In order to demonstrate some of the anomalies which exist in dealing with UK media versus the US, AMS have compiled this ten point guide for prospective exporters considering advertising their brand:-

1. Do not assume that the dominant media owners from the US are equally dominant in Europe.
2. Cable TV has only 14 percent household penetration in the UK.
3. Digital multi-channel (satellite) penetration, however, has grown steadily and now reaches 45 percent of the UK population with full interactivity.
4. Outdoor media (Billboards etc) are now packaged and sold with a high degree of quality control and accountability.
5. The UK is well served in terms of a broad range of commercial radio stations, but not to the degree found in the US and only limited availability of special interest stations (e.g. classical music, sports).
6. The UK boasts a thriving magazine industry, especially in terms of special interest sectors (e.g. youth, motors, computers etc).
7. The UK still has a strong culture of national newspaper reading despite gradual year on year on year erosion of circulation levels.
8. Internet penetration in the UK is currently estimated at 33 million users, 55 percent of the population.
9. Many European countries, especially the UK, have far tighter controls on claims made by advertisers than in the US (e.g. prescription medicine).
10. In general, UK media space and airtime is highly negotiable, as rates vary according to advertiser supply and demand. Only well established media buyers, like AMS, are able to ensure that the most competitive rates are secured on behalf of US companies.

For more information on the services offered by The AMS Media Group please see their entries in the Business Service Provider section of this website.