The Founder and Managing Director of communications agency House of Hype & Co. shares her thoughts on the opportunities international trade offers small business, and the benefits of supporting trade missions with Department for Business and Trade.

Please introduce your company House of Hype & Co., and your role within the business

The key ethos at House of Hype & Co. is that we are connectors and collaborators, and work with businesses to build, develop and execute their communications campaigns to ensure maximum impact.

As Founder and Managing Director I bring to the table over 15 years’ experience in communications strategy, with a background in PR, business development, and forging B2B collaborations.

As a Finalist for Marketing Campaign of the Year in the British Hairdressing Business Awards 2024, Campaign of the Year 2023 North East Marketing Awards, and Finalist in the Start Up Awards 2023, the agency has a track record of making an impact and supporting businesses to rise, shine and elevate their offer.

I also bring an international perspective to the agency with my links to the Department for Business and Trade’s Women's International Networking (WIN) Programme. I was honoured to be part of the first female led Northern Powerhouse trade mission pilot to the US in March 2024 to forge relationships and networks with female business leaders in the US. I also had the opportunity to take part in the Services Trade Mission to Dublin in 2023. I have close links to the UAE, in particular Dubai, and the contacts and connections forged gives the agency a USP into global market trading opportunities. 

What led you to explore trading internationally?

From the initial launch of the PR agency, I’ve always had the thirst to explore trading internationally, and the potential to access new markets and a new and expansive customer base has always excited me. The onset and growth of virtual meetings and working was a pivotal turning point, combined with the ease and minimal logistics to access and export to certain countries is a win, win.

We dipped our toes into the export market in collaboration with another agency initially and it was a great steppingstone to exporting. After seeing first-hand the ease to trading and the opportunities to further develop the agency’s footprint, the timing just felt right for us to start exploring the exporting journey.

How can international trade support your business growth?

Connections and collaborations are at the heart of everything we do at House of Hype & Co. and building international trade into the business plan really aides this, as it expands our contacts and sector knowledge on a global scale immensely.

The opportunity to represent the UK as part of the trade mission was not only a great opportunity for myself and the business, but also for my client’s. Working closely with clients across sectors and having their objectives on my mind when connecting and collaborating globally is a key USP for the agency, and we are able to bring a host of options to the table for clients to aide their growth, which indirectly supports the growth of the agency.

We have also been looking at cross-trade opportunities in terms of exploring working collaboratively with other internationally based PR agencies who have clients who are looking to export to the UK. We then become their trusted resource and insight into the UK market, supporting with collaborations and connections for their clients’ next stage of growth, in turn giving a slight twist to the usual generic export model.

Where did you go to find more information about exporting?

A chance meeting with my now regional Department for Business and Trade Advisor at the Sunderland BIC started my journey and the service and support I have received ever since has been second to none, and has opened doors to some amazing opportunities. The regional and sector specific advisors are such a valuable resource for local businesses, and my clients have also benefited immensely from this support to start their own export journey.  

The Department for Business and Trade (DBT) Women’s International Network (WIN) programme has been a great community to be part of both in terms of the DBT representatives and fellow business women on the programme. The relationships formed have been epic.

The online resources and webinars through the Department of Business and Trade’s UK Export Academy are also a great information source as part of market and sector specific research.

You’ve attended two international trade missions with the Department for Business and Trade. Could you explain what these are, and why they are beneficial for North East businesses?

My first trade mission was to Dublin, with a focus on the services industry. In all honesty, Dublin had never crossed my mind when it came to export, but with a commute of under an hour from Newcastle, it’s easier than travelling to London to do business! I love Dublin and it has the vibe of London opportunities, with a very North East tight knit business feel.

The second trade mission by the Department for Business and Trade Women’s International Network (WIN) programme gave me the opportunity - with a small group of female founders from the Northern Powerhouse region - to visit and connect with counterparts in Indianapolis and Chicago; to forge valuable business relationships and discuss entry/expansion into the US market.

We participated in a full itinerary of B2B matchmaking meetings, company site visits, networking receptions and the opportunity to celebrate International Women’s Day at the Consulate General in Chicago.

These trade missions are so important for the North East as frankly it puts us on the map. A running theme throughout the US trip was that everyone said ‘Ah, are you from London ..’ but we all pushed our Northern roots!! There can be that preconception that the capital is the place to do business and export to, but the trade missions highlight regional sector specialisms and opportunities for growth. The US trip coincided with the Crown Work Studio announcement in Sunderland, and I took great pride in telling everyone we met that Sunderland was getting a film studio! It opened up so many discussions with the creative industries in Chicago, and contacts I passed back on my return to the North.

What advice would you give to other businesses looking to trade internationally?

If you get the opportunity to visit a specific country you have in mind, do it, and do as much desk-based research as you can beforehand. Utilise your local DBT representatives; they have contacts across the globe and have good insight into market trends and sector specific growth opportunities. Also, utilise the free online export webinars, they run regularly and are great for giving an initial insight into different markets. Finally, touch base with other exporters. DBT have some amazing Export Champions who have walked the walk already.

Can businesses of any size trade internationally?

Yes, absolutely!

I think in the past there was a feeling that exporting was a business decision further down the line, but I think for small business owners the opportunities to work globally are immense, and global businesses have seen the benefits of having agencies handle work remotely. A few years ago I would never have thought I’d be handling international accounts from my home office in Sunderland- it’s an absolute game-changer and the world really is your oyster!

What’s the best piece of advice you’ve been given about exporting?

Go into exporting with an open mind and don’t make assumptions about the market. As business owners we can have pre-conceptions about certain countries we want to export to but on visit and further investigation they may not be the perfect match in terms of audience and even through to the distribution logistics. The US in particular varies immensely from state to state, and there are countries that you may never have thought to export too. I’d always had my initial export plans on just the UAE but my eyes have been opened to so many additional opportunities too.

For more support and guidance on how your business can drive growth by accessing new markets, visit the Markets Toolkit.

For free, impartial advice on starting your export journey, book an appointment to speak to one of our expert Business Support Advisers.