3 reasons Yorkshire brands will thrive in 2019
- August 15, 2018
There are three exciting reasons why Yorkshire brands will enjoy commercial success in 2019.
- The Yorkshire brand
In part thanks to the Tour de Yorkshire – but mainly because of its clear identity – Yorkshire has evolved from being just another part of the country to being a brand in its own right.
Many Yorkshire brands benefit from embracing the identity that the region provides. Plusnet’s straight-talking approach to their services, as well as First Direct’s promise to not be an ordinary bank shows that having a Yorkshire identity is a great opportunity for business owners.
- In research completed by the Centre for Economics and Business Research (Cebr), Leeds gained the highest score for being a hub for entrepreneurs. The city beat Manchester, Bristol and even the City of London to the entrepreneur title.
Embracing Yorkshire heritage as part of your brand identity is beneficial to local businesses, but there’s still more good news as to why Yorkshire brands have an exciting financial year ahead.
- The industries crafting Yorkshire’s future
With the right marketing, any Yorkshire brand can benefit from the future that’s being crafted by these industries:
- Yorkshire tourism is worth £8 billion according to Welcome To Yorkshire.
- VisitBritain found a 4.5% year-on-year increase in overall visitor spending.
- According to RSM International the number of tech startups in Yorkshire has grown by 67% year-on-year.
- Yorkshire tech firms broke the £1billion mark in 2018.
- Hull has seen a 15% increase in tech-based jobs thanks to the Centre of Digital Innovation (C4DI) housing tech superstars.
Construction and property
- York’s Nelsons Yard has sold for £2.36 million and the York Central Plans will bring 20% economic growth to the city.
- Leeds’ SOYO redevelopment and SOCity plans of a 23 storey co-living development will transform the Quarry Hill area.
- Ripon’s new retail development is due to bring new jobs and 4 retail units including a 9,000 sq ft M&S Foodhall to the area.
Many Yorkshire retail brands have benefitted from using a mix of digital and creative marketing channels.
- Trinity Leeds, for example, focused on putting creativity first across all its marketing communications. Recently the shopping centre collaborated with local Opera North to put on a pop-up performance to promote the return of the musical, Kiss Me Kate.
- The Piece Hall in Halifax has taken a more specialist retail approach, which is clearly paying off as its footfall has increased by 20% since opening in August 2017. The Piece Hall’s aim to provide a space for previously online-only Yorkshire brands has increased the potential for collaboration amongst Yorkshire businesses.
- The business collaboration and support
From our experience, marketing in Yorkshire has undergone a transformation. Not only is digital talent on the rise, but overall creativity is too.
Local brands and agencies that work side by side with a tailored marketing strategy are successful together at attracting customers to buy locally.
Print and digital marketing can no longer be viewed in isolation, as the local brands championing a fully integrated marketing approach are the ones gaining new customers.
With the vast business opportunity that awaits Yorkshire in 2019, it’s more important than ever for business owners to know when to bring in some marketing back-up.
If you want to discuss how to grow your business for 2019 success, swing by stand 28 to chat with our team about all things marketing related.
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