In the ever-evolving business landscape, the go-to-market (GTM) strategy is a cornerstone for companies aiming to launch their products or services effectively. While the concept is globally recognised, its application for local businesses, especially within the UK, requires a nuanced approach. This article delves deep into the intricacies of crafting a GTM strategy tailored for the UK’s local businesses.
GTM Strategy In A Nutshell
“A go-to-market (GTM) strategy is like a game plan for a company when they want to sell a new product or service. It’s about figuring out who would want to buy it, how to tell them about it, and how to get it into their hands. Think of it as a roadmap guiding a company on introducing their product to people and making it successful.”
1. Introduction to Go-To-Market Strategy
A GTM strategy is a company’s blueprint for introducing a product or service. It encompasses everything from identifying the target audience to crafting the perfect sales pitch. For local UK businesses, it’s about understanding the unique dynamics of the British market and leveraging them to their advantage.
2. The Importance of Understanding Your Local Market
The UK is a tapestry of diverse cultures, preferences, and buying behaviours. Each region has distinct characteristics, from the City streets of Exeter to the serene landscapes of Devon. Thus, a one-size-fits-all approach won’t suffice. Local businesses must invest time in market research, understanding regional nuances and the specific needs of their target audience.
How can my business begin to utilise the local market?
Here are three examples of how local businesses can start to utilise the local market:
Devonshire Tea Blends in Bristol:
A Devon-based tea producer wants to introduce their unique Devonshire tea blends to the bustling city of Bristol. Before launching, they conduct research to understand the tea preferences of Bristolians. They discover a trend towards organic and herbal infusions among the younger population. So, alongside their traditional Devonshire cream tea, they introduce organic herbal blends like ‘Devon Lavender’ and ‘Dartmoor Mint’. They also collaborate with local Bristol cafes for tasting events. They carve a niche in a new market by blending Devon’s traditional flavours with Bristol’s contemporary tastes.
Exmoor Adventure Retreats for Corporate Teams:
A travel agency in Devon, located near the beautiful Exmoor National Park, wants to attract corporate teams from nearby cities for team-building retreats. They research the needs of corporate clients and find a demand for a mix of relaxation and adventure. The agency designs packages combining Exmoor’s serene landscapes with hiking, horse riding, and night-time stargazing activities. They also offer workshops on leadership and teamwork facilitated by local experts. By providing a unique blend of adventure and personal development, they become a sought-after destination for corporate retreats.
Dartmouth Pottery Workshops in Plymouth:
A pottery artisan from Dartmouth wants to expand their workshops to Plymouth. Recognising the rich maritime history of Plymouth, they design pottery classes that allow participants to create marine-themed items, like clay lighthouses, fish, and ships. They also introduce a special ‘Plymouth Heritage’ series, where participants learn about the city’s history while crafting pottery. The Dartmouth artisan can attract locals and tourists to their Plymouth workshops by integrating local culture and artistry.
These fictional examples highlight how businesses from Devon can succeed in new markets by understanding and integrating local nuances and preferences.
3. Crafting a Unique Value Proposition (UVP)
The UVP is the heart of any GTM strategy. For UK local businesses, this means highlighting what sets them apart in a saturated market. Whether it’s a commitment to sustainability, locally sourced ingredients, or unparalleled customer service, the UVP should resonate with the British ethos and values.
How can my Business craft a UVP?
Here are three examples of how your business could tailor your Unique Value Proposition:
Totnes Organic Bakery:
UVP: “Baked with Heart: 100% Organic, 100% Devon.”
This bakery in Totnes prides itself on using only organic ingredients sourced directly from Devon farmers. Their UVP emphasises their products’ organic quality and commitment to supporting local agriculture. Customers who value organic eating and wish to support local farmers know that every purchase they make directly benefits the Devon community.
Exeter Handmade Furniture Co.:
UVP: “Craftsmanship Meets Devon Timber: Furniture That Tells a Story.”
Situated in Exeter, this furniture company uses timber exclusively from Devon forests, ensuring sustainable logging practices. Each piece of furniture comes with a small booklet detailing the origin of the wood and the artisan’s story. Their UVP underscores the blend of local materials, sustainable practices, and the personal touch of craftsmanship, appealing to those who seek quality, sustainability, and a connection to the product’s origin.
Dartmoor Eco-Stay Bed & Breakfast:
UVP: “Stay Sustainably, Experience Authentic Devon.”
Located on the fringes of Dartmoor National Park, this B&B offers eco-friendly accommodations, from solar-powered heating to zero-waste amenities. But beyond just sustainability, they also provide guests with authentic Devon experiences, like sheep herding demonstrations and guided moorland walks. Their UVP highlights their commitment to environmental responsibility and offers guests a genuine taste of Devon’s culture and natural beauty.
I have hand-crafted these UVPs, communicating what the business offers and tying it deeply to Devon’s ethos, values, and unique offerings.
4. Channel Selection: The UK Perspective
Choosing the proper channels is paramount. While global businesses might focus on expansive digital campaigns, local UK businesses can benefit from a mix:
- Local Newspapers & Magazines: Publications like ‘The Big Issue’ or ‘InSight Magazine’ cater to specific regions and demographics.
- Community Events: From local fairs to charity events, these are prime opportunities for engagement.
- Digital Platforms: Platforms popular in the UK, such as Facebook, Instagram, and TikTok, offer vast outreach potential.
How can my business create a winning Channel Selection?
I have constructed three examples of how local businesses could create a winning Channel Selection:
Barnstaple Craft Brewery:
Local Newspapers & Magazines: The brewery runs a monthly column in the ‘North Devon Gazette’, sharing behind-the-scenes looks at beer crafting, introducing new brews, and offering special discounts to readers.
Community Events: Every summer, they host the ‘Barnstaple Beer Fest’ in collaboration with local musicians and food vendors. This event showcases their beers and celebrates Devon’s vibrant community spirit.
Digital Platforms: They maintain an active Instagram profile, sharing daily stories of the brewing process, customer testimonials and highlighting their commitment to using Devon-grown ingredients. They also run Facebook ads targeting beer enthusiasts in the broader UK, offering brewery tours and tasting sessions.
Tiverton Handmade Jewellery Boutique:
Local Newspapers & Magazines: The boutique places bi-weekly ads in ‘Devon Life’ magazine, showcasing their latest jewellery designs and offering readers an exclusive discount.
Community Events: They set up stalls at local farmers’ markets, Christmas fairs, and charity events in Tiverton, allowing locals to see, touch, and purchase their jewellery in person.
Digital Platforms: The boutique uses Pinterest extensively, creating boards showcasing jewellery pieces styled with different outfits. They also run TikTok videos demonstrating the jewellery-making process, emphasising the craftsmanship and detailing that goes into each piece.
Plymouth Eco-Tourism Agency:
Local Newspapers & Magazines: They publish quarterly articles in ‘The Plymouth Magazine’, offering travel tips, highlighting eco-friendly travel practices, and promoting their latest tour packages.
Community Events: The agency organises monthly beach clean-up events and nature walks in Plymouth, promoting eco-awareness and subtly marketing their eco-tourism packages.
Digital Platforms: They maintain a Facebook page sharing testimonials, photos from recent tours, and blog posts about sustainable travel. They also use Instagram to showcase breathtaking shots of Devon’s landscapes, attracting nature enthusiasts from all over the UK.
5. Messaging that Resonates
The language, tone, and imagery should be tailored to your audience. It’s essential to strike a balance between maintaining a global appeal and resonating with local sentiments. Employing British colloquialisms, referencing local events, or even using regional dialects can create a deeper connection.
How can my business construct a Message that Resonates?
Below, I have constructed three examples of how local businesses could construct their Message that Resonates:
Torquay’s Seaside Café:
Messaging: “Fancy a proper Devonshire cream tea after a day on the sands? Pop by our café, where the scones are fresh, the clotted cream is thick, and the views are as lush as you like!”
Explanation: This message employs the colloquial term “fancy, ” commonly used in the UK. It references the iconic Devonshire cream tea, emphasising authenticity with phrases like “proper” and “lush”. The imagery of “a day on the sands” evokes local seaside sentiments, making it relatable for locals and visitors familiar with British beach culture.
Exeter’s Handmade Leather Goods Shop:
Messaging: “Crafted right here in Exeter, our leather goods are as sturdy as Dartmoor’s tors and as timeless as its legends. Whether you’re off to the city or a countryside jaunt, carry a piece of Devon with you.”
Explanation: The message ties the product to local landmarks and legends, specifically Dartmoor’s tors, creating a sense of regional pride. The phrase “countryside jaunt” is quintessentially British and evokes imagery of leisurely trips in the UK countryside. By suggesting customers can “carry a piece of Devon” with them, it emphasises the local craftsmanship and connection.
Plymouth’s Organic Skincare Brand:
Messaging: “Inspired by Devon’s rolling hills and wild moors, our skincare range is as pure as a West Country breeze. Give your skin the love it deserves with a touch of the Devonshire countryside.”
Explanation: This message paints a vivid picture of Devon’s landscapes, using them as a metaphor for the purity and natural quality of the products. The term “West Country breeze” resonates with local sentiments and appeals to a broader UK audience familiar with the West Country’s reputation for unspoiled nature. The reference to “the Devonshire countryside” ensures a broader appeal while maintaining a local connection.
These examples showcase how Devon-based companies can craft messages that resonate deeply with local and broader UK audiences by tapping into regional pride, familiar colloquialisms, and evocative local imagery.
6. Collaboration with Local Influencers
In the age of digital media, local influencers in the UK, from fashion bloggers to food critics, wield significant power. Collaborating with them amplifies reach and adds a layer of authenticity to the brand’s message.
How can my business collaborate with Local Influencers?
There are many ways to collaborate with Local Influencers. Here are three examples:
Dartmouth Artisanal Cheese Shop:
Collaboration: The cheese shop partners with “Devon Foodie”, a popular local food blogger with a significant following on Instagram and YouTube. They invite the blogger for a cheese-tasting session, where they experience and document the cheese-making process, from milking to maturation.
Outcome: “Devon Foodie” shares their experience on their platforms, showcasing the shop’s dedication to traditional methods and the unique flavours of their cheeses. Many of the “Devon Foodie” followers trust their recommendations. They are enticed to visit the shop and try the cheeses for themselves. The collaboration brings authenticity as the influencer genuinely appreciates the artisanal quality of the products.
Exeter Eco-Friendly Fashion Boutique:
Collaboration: The boutique collaborates with “GreenStyleDevon”, an influencer known for promoting sustainable fashion in the region. They provide her with a few outfits she styles and showcases on her Instagram and blog, highlighting the boutique’s eco-friendly materials and sustainable practices.
Outcome: Her audience, already inclined towards sustainable choices, gets introduced to a local brand that aligns with their values. The influencer’s endorsement, rooted in genuine appreciation for sustainable fashion, boosts the boutique’s credibility and attracts a new segment of eco-conscious customers.
Torquay Adventure Sports Company:
Collaboration: The company reaches out to “DevonAdventurer”, a local influencer who shares his outdoor escapades on YouTube, from surfing to rock climbing. They offer him a day of water sports activities, including jet skiing and paddleboarding, in exchange for a video feature.
Outcome: “DevonAdventurer” creates an engaging video of his day, showcasing the activities’ thrill and the Torquay coastline’s beauty. His followers, many of whom are adventure enthusiasts, get a firsthand look at the company’s offerings. The genuine excitement and enjoyment displayed by the influencer make the company’s activities highly appealing to potential customers.
These examples demonstrate how Devon businesses can effectively collaborate with local influencers, leveraging their reach and credibility to amplify their brand message and attract a wider audience.
7. Monitoring, Feedback, and Iteration
The GTM strategy isn’t static. With tools like Google Analytics and SEMrush, businesses can track performance, gather feedback, and refine their approach. With its dynamic consumer base, the UK market demands agility and adaptability.
How can my business implement Monitoring, Feedback, and Iteration?
Monitoring, Feedback, and Iteration can be simplified to reach specific goals. Here are three examples I have created to show you how you can start to implement Monitoring, Feedback, and Iteration in your business:
Paignton Handmade Soap Company:
Monitoring: The company launches a new range of lavender-infused soaps and uses Google Analytics to track its website’s traffic sources and sales conversions.
Feedback: They send out post-purchase surveys to customers who bought the lavender soap, asking about their satisfaction levels, scent preferences, and any suggestions for improvement.
Iteration: Based on the analytics, they notice significant traffic from Pinterest. From the feedback, they learned that while customers love the lavender scent, many wish it was a bit milder. The company then tweaks the soap formula for a subtler scent and invests more in Pinterest marketing, creating visually appealing pins showcasing their soaps.
Exmouth Seafood Restaurant:
Monitoring: The restaurant introduces a new seasonal menu and uses SEMrush to monitor which dishes are most frequently searched for and mentioned online.
Feedback: They encourage diners to leave reviews on TripAdvisor and Google My Business, offering a small discount on their next visit as an incentive.
Iteration: The restaurant discovers its new crab dish generates much online buzz. However, feedback indicates that diners would prefer a side of locally sourced vegetables instead of chips. The restaurant adjusts the dish accordingly and heavily promotes the revamped crab dish on its social media, capitalising on its popularity.
Dartmoor Adventure Camping Site:
Monitoring: The camping site introduces glamping tents and uses Google Analytics to see which pages of their website visitors spend the most time on and what their booking conversion rate is.
Feedback: They set up a feedback booth on-site, where campers can share their glamping experience. They also monitor reviews on platforms like Airbnb and Booking.com.
Iteration: Analytics show that the photo gallery of the glamping tents is the most visited page. Feedback reveals that campers love the glamping experience but wish there were more charging points. The camping site decides to add more detailed photos and videos of the glamping tents to their website and invest in additional eco-friendly solar charging stations for campers.
These examples highlight how Devon-based businesses can use monitoring tools to track performance, actively gather customer feedback, and make iterative changes to better cater to their audience’s needs and preferences.
8. Celebrating Successes the British Way
Achievements, whether big or small, deserve recognition. Sharing success stories, testimonials or hosting community events can bolster a brand’s image and foster loyalty among the UK audience.
How can my business “Celebrate Success”?
Below are three examples of how local companies can “Celebrate Success” to help grow their brand awareness:
Bideford Bakery’s Award-Winning Scones:
Celebration: After winning a national award for ‘Best Traditional Scones’, the Bideford Bakery hosts a ‘Cream Tea Day’ for the local community. They set up a marquee on the village green, offering complimentary scones, clotted cream, jam, and a cup of tea.
Devonshire Touch: The event is adorned with bunting in the colours of the Devon flag. A local band plays classic tunes, and the bakery shares the story of their journey to creating the award-winning scone.
Outcome: The event celebrates the bakery’s achievement and fosters community spirit. Locals feel a sense of pride in having a nationally recognised bakery in their midst.
Torbay Tech Start-up’s Funding Milestone:
Celebration: A tech start-up based in Torbay successfully secures significant funding from investors. To celebrate, they organise a ‘Tech and Tradition’ event, inviting local schools, businesses, and residents to their offices for a day of workshops, demos, and networking.
British Touch: The event culminates in a traditional British garden party in the office courtyard, complete with Pimm’s, finger sandwiches, and lawn games like croquet.
Outcome: The start-up’s success story inspires local students and budding entrepreneurs. The blend of cutting-edge tech and quintessential British traditions makes the celebration memorable and endearing.
Plymouth Craft Brewery’s Best-Selling Ale:
Celebration: After their new ale becomes a best-seller across Devon, the Plymouth Craft Brewery decides to host an ‘Ale Appreciation Evening’. They invite loyal customers, local influencers, and the community to sample their range of ales, including the best-sellers.
British Touch: The evening features a pub quiz, a beloved British pastime, with questions about the brewery, Plymouth, and general knowledge. Winners receive hampers filled with the brewery’s ales and merchandise.
Outcome: The event strengthens the bond between the brewery and its patrons. The pub quiz adds a touch of British charm, making the evening not just a celebration of the ale’s success but also a nod to British pub culture.
Each of these examples showcases how Devon businesses can celebrate their successes in ways that resonate with British traditions, fostering community engagement and amplifying brand loyalty.
Conclusion
The go-to-market strategy, while universal in its essence, demands a tailored approach for local UK businesses. Local businesses can survive and thrive in the competitive UK by understanding the market, crafting a compelling UVP, choosing the proper channels, and continuously iterating based on feedback.
Boost Your Marketing Strategy with Devon Pixels
Navigating the complexities of a GTM strategy can be challenging. If you’re keen on elevating your marketing game and need expert guidance, contact Devon Pixels. Together, we can craft a strategy that propels your business to unparalleled success.
