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2017 Blogs

What 2017 Holds for British Manufacturers

Predictions for the Future Following the Uncertainty of 2016

2017 is set to be a year of uncertainty for British manufacturing, that we can be sure of. As the first steps towards triggering article 50 are well underway, the entirety of Britain is asking, ‘what comes next’? When the country emerged from the recession at the end of 2009, then Chancellor, George Osbourne, set out his aspiration for “a Britain carried aloft by the march of the makers”. In the seven years since, while the manufacturing industry has seen steady gains, it remains inexplicably far from the future Osbourne envisioned. That vision for British manufacturers was once again blurred by the nation’s decision to vote to leave the European Union.

The result poses many questions which we may not know the answer to for at least two years, which makes preparing for today a challenge. As the value of Sterling has dropped, in an ideal world, this makes goods commonly carrying the marque, ‘made in Britain’, cheaper to export. In the days following the referendum, this is true to an extent. However, it glosses over multiple factors which also significantly impact British manufacturers. While exporting to countries abroad may be beneficial, the increased cost of importing is neglected. According to the latest press release from the Office for National Statistics, Britain is importing £38.8bn while exporting £26.1bn, creating a substantial deficit.

The State of British Manufacturing as 2017 Commences

More than six months have now passed since the referendum vote and the proverbial dust has settled, for now. While the economy took an initial hit, it has steadily been growing once again amidst increasing inflation. In terms of manufacturing, IHS Markit released the promising results of its survey, the Markit/CIPS UK Manufacturing PMI. Surveys with over 600 companies revealed increased demand from the US, Europe, China, Middle East, India and other Asian markets. In the three months following the referendum, their results revealed a drop in factory output, however in the months since that output has grown to above average levels.

So, the demand is there, which is good news for British manufacturers at the time of writing. While the Sterling remains relatively weak, it’s a great time for exporters to begin reaching out to more foreign clients. This does, however, raise a question for domestic manufacturers. Generally, during periods of economic uncertainty, consumer spending tends to fall, leading to decreased sales and lower factory output. Early reports suggest that this is yet to happen, although British manufacturers should be prepared in the event that it does curtail in the months and years to come.

Provisions for British Manufacturers

Foreseeing what will happen in 2017 is tough to predict at this moment. What we do know is that the infamous, ‘article 50’ is likely to be triggered next month, in March. Theoretically, that should mean Britain will have left the European Union by April 2019. However, many speculate this process could take even longer. Once this is triggered, Britain can begin to negotiate its exit, although any trade deal is unlikely to be completed on the same time scale. To put things simply, the whole break-up process will be extremely complex. Therefore, it is necessary for British manufacturers to begin to prepare for a range of different scenarios rather than gambling on one.

One element to consider is the impact which immigration can have on factory workers. Early reports suggest that migrants from the EU currently in Britain will be allowed to stay following Brexit. However, the ‘flood of immigrants’ is likely to become more like a trickle as European workers look to make the most of the EU’s free movement of labour. Furthermore, as we discussed earlier, the cost of importing components from abroad has already and could potentially continue to increase. In order to accommodate this, British manufacturers may have to look at renegotiating their deal, looking for an alternative or find a domestic supplier.

Theoretically, the drive towards leaving the EU suggests that looking at domestic options could yield success in the future. In the labour market, employees are likely to come from a local background, opening the debate over apprenticeships once again. As Britain drives to become more self-reliant, its manufacturers who should look at home to find manpower and resources. The aim then would be to target the ‘global marketplace’, which should become more accessible once Britain’s exit from the EU is complete.

What Can We Hope for from 2017?

For now, British manufacturing is on the up. Factory output has been increasing, which is primarily driven by a growth in exports. Meanwhile, the uncertainty which caused consumer confidence to tremble appears to have settled for now. Once article 50 is triggered, nothing significant immediately changes, however, the markets and Sterling may take a hit as Britain commits to leaving the European Union. All the rhetoric coming from Westminster is talking about accessing ‘global marketplaces’ and the weak state of the Sterling means that there has never been a better opportunity to export in recent years.

Finding ways in which to access new markets is where challenges begin to arise. The British Chambers of Commerce is a great place to start if you are looking for advice for reaching out to certain regions. Meanwhile, for smaller businesses, a website is the ideal tool to reach out to customers abroad. This can be a challenge, however, it can provide a cheaper route than more traditional methods of exporting. If required, you could even hire a freelancer to localise your site in another language if there is a specific market you are looking to target.

Rap Industries are a UK-based manufacturer of office furniture and exhibition stands. Established over 40 years’ ago, Rap Industries creates bespoke office screens, acoustic pods, room dividers and exhibition stands for clients. For further information, please call 01733 394941 or send an e-mail to sales@rapind.com.

Categories
2017 Blogs

Why Local Marketing Remains Relevant Despite the Online Marketplace

Building Foundations Locally Before Casting the Net Wider

When a new business starts up, one of the first calls to action is often to begin developing an online presence. After all, a website can technically provide access to anyone from around the world. Without it, outreach was restricted to a 10-mile vicinity. For many new and small businesses, It appears the logical choice when deciding on where to market the business. However, neglecting local marketing can and has proven to be the downfall of various companies. One high-profile example would be the supermarket chain, Tesco. With aspirations to expand their operations across the globe, the spotlight was pulled away from the core of their business.

As the company channelled its efforts into ventures in the US, competitors back in Britain regained ground on Tesco. Having invested upwards of £1.5billion into the venture, they eventually pulled the plug to re-focus its operations in the UK. While blaming their troubles wholly on the US venture would be inaccurate, but a combination of that and other serious issues led to customers staying away from its superstores. It is true that the target market is significantly smaller locally. However, those repeat customers form the foundations of any small business, so even with the rise of the online marketplace, local marketing must still be respected.

What is Local Marketing? 

Local marketing is commonly associated with knocking on doors, handing out flyers and standing outside shop fronts with signs. This is true in essence. Although in the age we live in, this approach is ineffective for your budget and your time. Digital technology has great potential for small businesses to access their local community without the need for time-consuming and expensive traditional techniques. In the past, communities used to gather in village halls and public houses. Now they have Facebook groups and Twitter feeds. Word-of-mouth has always held great value for businesses. Therefore, local marketing techniques must adapt to cultural trends to establish and nurture that trust.

If a customer is looking for a plumber, electrician or mechanic, the chances of them first going to the phonebook are far lower than in the past 10 years. The process is made simpler by going online, searching for the service they require, followed by their location. This will throw up tens of thousands of results to their query. If the first link that pops up is adorned by five stars and positive reviews, it is unlikely that the customer will look elsewhere. Local marketing now exists in a physical and digital space. So, nurturing techniques for both is crucial for any business to create a solid foundation of contacts.

Local Marketing Online

So, assuming your target audience is particularly ‘tech savvy’, the first thing you will be looking to do is to ensure your business is first for their search query. This is where having a website and ensuring onsite SEO is optimised will be crucial. Emphasising keywords on the page and optimising the design helps to show the search engine your website is worth ranking. Afterwards, improving the ranking further works much in the same way as word-out-mouth recommendations. Creating rich content which others link to or encouraging existing clients to feature you is excellent for demonstrating that your site is trustworthy.

Delving into SEO can get murky, especially if you are a sole trader as it can begin to eat away at your time. If this is the case, then a technique which is valuable for any small business is to employ a review system. These are integral to create trust, and there are various providers out there to help. One of the key problems when searching for products or services online is that you can never be completely sure who you are sending your money to. Amazon and eBay sellers thrive on their reviews. These demonstrate to potential customers who are unsure that their offer is not ‘too good to be true’.

Event Marketing and How Not to Waste Your Time and Money

Marketing is not restricted to sitting behind a desk all day, however. Getting out and about remains incredibly important for developing a reputation. Networking events are often the instinctive reaction in this setting. However, the value gained from giving up a morning to meet with businesses which may not even be relevant can be draining for both your and your business. Use the internet to gauge events such as these as well as exhibitions and trade shows in the local area. These bring potential clients and partners together and also offers the opportunity to show the face behind the business. In the same way that a web order may be swayed by the design of a site, a face-to-face customer may easily be convinced by the individual they could be working with. Exhibiting with panel and pole display boards are an excellent way of creating a professional first impression.

Begin any tactic with a well-thought through strategy. One which allows you to allocate your time to local marketing as well as to your business. Making your marketing strategy a success will require constant tweaking and testing to perfect. Whether it’s an event you wish you attend or a goal for your website, ensure the target is constantly in front of you. Local marketing is effective for your business when done correctly, but can become a horrible time-sink which can drain your effectiveness rapidly.

The Potential of Local Marketing

As we’ve discussed, the aim of local marketing is to create a presence within the surrounding community. Word-of-mouth is an incredibly valuable asset for any business, therefore local marketing serves to get that form of communication flowing. Whether it’s the quality of the product, the efficiency of the service or the friendliness of the staff, this is what the business should be shouting about. The way we consume information, however, has changed. Phone calls and leaflets are quickly passed off as spam and a nuisance, which is where local marketing is adapting. A positive reputation in the local community will provide the lifeblood for any small business and as a result provides solid foundations for future growth.

Local Marketing - Display Boards
Local Marketing – Display Boards

Rap Industries design and manufacture office partitions and exhibition stands in Peterborough, UK. Established over 40 years’ ago, we have worked with clients in local and wider communities to create tailored solutions. For further information on the services we provide, either call 01733 394941 or send an e-mail to sales@rapind.com.


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