It’s crazy to think that 75% of European online shoppers drop off a website when they see a dollar sign. However, unless you look at your site analytics, you’d never know.

 

Last week Ben Hofman, founder of Atlantic Access popped in to the Fanclub HQ to talk to us about why he’s helping the most exciting tech brands focus on growing their brand, without relying on retailers and distributors. And how spotting that 75% drop off rate on previous client’s website was part of the reason he set up his business.

 

Discussing how to launch a product, and what it takes to do it successfully, here’s what Ben had to say:

 

In a sentence, what does Atlantic Access do?

We help start-ups launch in Europe the same way they would in the US.

 

What common mistakes do brands and businesses make when launching in the UK?

The biggest mistake is choosing a launch strategy based on what has been available in the past. Digital marketing and online have changed the world in the past 10 years of how to launch a brand. Brick and mortar retailers are no longer necessarily the best choice but for some reason many brands still see it as the only option in the UK to ‘launch’

 

Can you share an example of a product that got it right and launched successfully?

There are two types of brands. The big ones that have $m to pour into marketing and the smaller start-ups. Big brands like Fitbit and Ring have gone big on advertising and built awareness with TV adverts and such. Most brands don’t have this luxury so have to be smarter, Tile are a great example of a brand that focused very heavily on digital first, growing their brand with direct to customer sales and Amazon. When it came to launching into brick and mortar they had sufficient awareness in the market to be a success. That said, they still had plenty of marketing funds available after successful online campaigns.

 

How important is prelaunch marketing to a launch?

Pre-launch marketing certainly helps to build the brand. Crowdfunding campaign are certainly ways to raise lots of awareness but must be backed-up by good planning and PR.

 

What must-do advice would you give to a businesses launching a new product in 2018?

If you have been successful in another territory first before moving to the EU, ask yourself why you were so successful and how you can match that here. The Distribution model of selling straight to big retailers before doing brand development may not be the right one. Focus on growing your brand first and your sales will come with it.

 

And finally, what are you looking forward to seeing at CES this year? 

I am looking forward to the re-emergence of useful connected products. The past two years there has been a flood of people making ‘connected’ products just because they can. No-one needs a connected umbrella!! Hopefully they will be replaced by useful products this year.

 

Ben Hofman is the Founder of Atlantic Access