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Selling development ‘over there’
How could we pursuade British companies to set up their US operations in Virginia’s Hampton Roads - an area hardly any would have heard
of? This was the challenge set by our clients, the Hampton Roads Economic Development Alliance.
What we did
Knowing that advertising the area’s advantages to the whole of British business would be beyond the available budget if done properly, we
took another route.
We tracked down companies on the brink of expansion in the US, especially in Hampton Roads’ core sectors of ports and logistics, aerospace,
defence and food processing.
Reached them with carefully targeted direct mail and telemarketing.
Established contacts with relevant export organisations, industry bodies and advisers like banks
and property companies.
Knowing that every company faces unique circumstances, we put our US clients
face-to-face with them to see what each company really needed.
Organised a series of week-long ‘marketing missions’ to companies in
the Thames Valley, the Midlands, East Anglia, the South West and the East Midlands.
What we achieved
Within a year of Kendalls starting, the first of our contacts set up office in
Hampton Roads. We expect there to be many more.
We have now established the Alliance’s first ever overseas office, and a
rolling programme of briefing meetings, seminars, trade show presence and further missions.
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“I value our partnership with Kendalls;
they have contributed significantly to our overall economic development success in the United Kingdom”
C. Jones Hooks, President, HREDA.
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