If you're seeing an increase in demand for a particular product or service, look at why it’s happening and what it could tell the market.

 
 

How can your business tell the world something important?

If you’ve been keeping an eye on the news recently you’ll no doubt have seen that the UK housebuilding market is returning to sustained growth.

Numerous initiatives have been credited with kick-starting the market and it seems to be generally accepted that things are definitely moving in the right direction.

But what indicators best demonstrate the resurgence?  

We could look at the number of planning applications for housing – but not all of these will come to fruition. We could look at ‘housing starts’ – but we don’t know when these homes will actually sell. Maybe a figure such as mortgage applications under a scheme like Help to Buy or the number of ‘completions’ will help…

The trouble is, there is a lot of scope for manipulation or confusion with many of these figures – and politicians will naturally want to seek advantage by taking the positive figures whilst ignoring those stats that are less favourable.

But there is one very powerful figure that would back-up the house building resurgence claim – an increase in the demand for bricks. If more houses are being built, more bricks will be needed – simple. So if you are a brick maker, you are in a great position to tell the market how it is.

Hanson did exactly this back in July. At the time there were tentative signs of the sustained recovery – a story like this helped to cement opinion.

This principle doesn’t just apply to companies in the house building market. Just ask the question – can your current or recent business activities tell the wider world something really important?  In our experience, companies are so busy doing what they do best that they might not spot the fantastic PR opportunities Hanson did.

So if you are seeing an increase in demand for a particular product or service, look at why it’s happening and what it could tell the market. It’s an extremely worthwhile exercise that could deliver valuable editorial coverage and help position your company as the voice of authority in your market.
    
 
The Partners Group

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