(4) Exporting advice: Go direct to your customersAfter three years, in 2011, the business was turning over just under £500,000. Then in 2012, we noticed that many of our distributors were struggling to maintain the same volume of sales. We decided we needed to do something drastic ourselves, and took over distribution of our products in the UK and supplied smaller countries in Europe. That’s easier said than done. It meant we needed to hold stock, to operate a warehouse, to build an ecommerce platform, and configure new workflows. It took 18 months, but in 2014 we threw the doors open on our first online store and now we re selling worldwide, direct to musicians. We also continue to work with seven superb distributors with excellent knowledge of the music industry in many countries around the world.
(5) Exporting advice: Measure, measure, measureIt’s easy to focus on vanity measurements, but likes on your videos and Facebook posts don’t pay the bills. Measure the direct impact on sales of all your marketing efforts, especially if you are working on a shoestring budget. Don?t waste money; just because your competitors promote their business in a certain way, doesn’t mean that this works for you. Do more of what works and stop what doesn’t work.
(6) Exporting advice: Just go out and do itMy final piece of exporting advice for UK businesses is simply to consider exporting. So many businesses don’t even think about whether they could sell outside of the UK. But if your product or service is a success in the UK, could it be a success in another country? Organisations such as the UKTI can help you identify your ideal export market and introduce you to an international network of contacts that can help make your business succeed. Nicole Szekeres is the co-founder and marketing director of Fusion Bags
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