Insurance · 17 July 2018

Why advertising in the right terminology is crucial in gaining international customers

robinson of london
Robinson of England founder David Robinson

More UK micro businesses are exporting than ever before. However, finding customers in new overseas markets remains the greatest barrier to exporting.

To help entrepreneurs reach new markets, Business Advice wants to hear the success stories of Britain’s small exporters and leverage that expertise.

We caught up with David Robinson, the founder of bespoke furniture makers Robinson of England, to find out what his company has learned from its exporting experiences and why getting online advertising right is so important.

Name: David Robinson

Business: Robinson of England

Website: www.chesterfieldsoflondon.co.uk

Number of employees: 3

Export market: International

Describe your business in one sentence

We offer bespoke craftsmanship and expert restorations of furniture items, specialising in the Chesterfield sofa.

Describe your business model

We operate in a very niche market delivering high-quality made-to-order products. Our signature Chesterfield sofa range can be crafted using six traditional manufacturing techniques. This unique approach to craftsmanship ensures our brand stands out from the competition. Our sales are primarily generated online, and we work on both residential and commercial design projects.

Why do you export and what’s the impact on your business?

Exporting is absolutely key to our business operations because over 50% of our sales are generated from international customers.

What is the most difficult part of selling internationally?

The biggest challenge we face targeting international markets is using the correct terminology and language in online advertisements to target new customers.

“Exporting shouldn’t be feared”

What’s your biggest piece of advice for other business owners?

So many business have concerns about dealing in foreign markets but it’s not something that should be feared. Exporting should be embraced as it can have a significant impact on your businesses sales and revenue.

Where do you turn to for help?

As we are now an online-only business, we rely on the know-how of our digital media agency, who have helped us to secure our website and increase our organic traffic. It’s also vital for us to have a good line of communication with our freight company, because this is how we gain local import advice.

Where do you turn to for help?

As we are now a online-only business, we rely on the know-how of our digital media agency, who have helped us to secure our website and increase our organic traffic.

Brexit: Good or bad for your business?

Controversially, I am indifferent to the Brexit result, simply because our unique product and service offering is so niche, it will remain sought after around the world, regardless of Brexit.

Where do you see your business in the next year?

We plan to expand our exports to new international markets and will be increasing our targeted territories for advertising.

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ABOUT THE EXPERT

Carly Hacon is a reporter for Business Advice. She has a BA in journalism from Kingston University, and has previously worked as a features editor for a local newspaper.

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