American IT vendors looking to break into the UK market should be partnering with local distributors, educating end users about their products and tailoring their U.S. communications strategies to fit the market, according to a survey released today. The research was carried out by TopLine Communicationshttp://www.toplinecomms.com/, leading supplier of public relations to the IT Channel, at the Channel Expo 2009 in Birmingham last month.
 
Of the 130 plus UK resellers, vendors and distributors surveyed, only 37% currently do business with US vendors and in the vast majority of these cases (81%), British channel partners had actively sought out the U.S. vendor.

Additionally, a unique product offering (38%), favourable price comparison (29%) and links with the UK Channel (29%) are the key to getting attention from the UK’s IT marketplace.
It seems that US firms are not maximizing the international expansion opportunity presented by the UK Channel at the moment. 64% of respondents claim no attempt at contact had been made in the past month, and a further 30% had been approached by fewer than five American companies.

Heather Baker, Director of PR at TopLine Communications commented:
“These results highlight the many opportunities available to US IT companies in Britain. But in order to exploit these and turn them into profitable business relationships, good local contacts with knowledge of how to communicate with and reach out to the UK market are key.”

Andy Williams, an international trade adviser with the US Commercial Service at the American Embassy in London, helps introduce US IT firms to partners on the ground in Britain.

He commented: 
“The last year has seen a noticeable increase in the number of US IT companies targeting the UK market. This is partly because they are trying to broaden their horizons as things look tough on the ground and investors are pushing for global growth. But now is also a good time to be launching in the UK, where the market is open to finding out about innovative IT products and services.”

The Channel Expo 2009 saw more than 3,000 members of the UK Channel pass through its doors on the 20-21 May.