Three UK Niches to Explore

1. POPULAR “PET” THEMES

Britain has a reputation for being a nation of dog lovers. The BBC recently produced a report on Great Britain’s most popular dog breeds; they’ve even created a map which lists the most popular breeds based on location. So what are the most popular dog breeds in the UK you could focus on in your campaigns?

  • Labrador
  • Jack Russell Terrier
  • Staffordshire Bull Terrier
  • Border Collie
  • Cocker Spaniel
  • English Springer Spaniel
  • German Shepherd
  • Yorkshire Terrier
  • Shih Tzu
  • Cavalier King Charles

Let’s not forget our feline friends as well! You can find various lists about the top breeds in the UK based on pedigree, microchip registration, etc. Currently about 92% of all pedigree cats in the UK are categorised as part of the popular British Shorthair breed.

2. REGIONAL PRIDE THEMES

All of the countries within Great Britain have counties. In England specifically there are 3 types of counties: Administrative Counties, Ceremonial Counties, and Historic Counties. If you’re interested in using regional pride themes for UK markets start with historic counties.

Be sure to do research on the popularity of the different types of counties before deciding on your target audience; for example in England some people have a strong affinity with their historic county (especially the “shire” counties). There was a time when Oxfordshire for example was shortened to Oxon; however people still identify with the Oxfordshire name. Even people who live on the border of counties are very clear on which county they are “from”.

To learn about British counties, have a look here: http://county-wise.org.uk/counties/county-confusion/

3. SPORT THEMES

The UK is famous around the world for many of its outstanding sports teams. Some of the nation’s most popular sports include:

  • Football (Soccer for our American friends)
  • Cricket
  • Rugby
  • Badminton
  • Tennis
  • Swimming
  • Rowing
  • Ice Hockey
  • Netball

If you’re looking into popular sports niches why not try combining them with a regional pride niche using Audience Intersect to find your perfect target audience?

Common UK jobs to narrow down your audience

Careers have always been a popular niche for European markets. Try narrowing down your target niche by using specific job titles like Veterinary Technician, Mechanical Engineer, etc.

Remember when it comes to ad targeting to research “interests” related to each job like organizations/clubs (i.e. International Public Relations Association if you’re targeting PR people), Facebook groups, magazines/publications, etc.

Hint: you can also research these job themed designs in other countries; if you find a design that is successful in the UK, try it out in German or French-speaking markets next!

  • Healthcare
    • Physician
    • Nurse
    • Doctor
    • Medical Assistant
    • Pharmacist
  • Veterinary Care
    • Veterinarian
    • Veterinary Technician (Nurse)
  • Sales and Advertising
    • Public Relations Officer
    • Advertising Account Executive
    • Digital Marketer
    • Market Researcher
    • Sales Team
  • Information Technology – as technology advances the demand for IT jobs also increases!
    • Software Engineer
    • Data Communications Analysts
    • Database Administrators
    • App Developers (application)
    • Games Developer
    • Web Designer
    • Technical Author
    • Systems Analyst
    • IT Consultant
  • Managers – managers are a necessary position at most companies; you can investigate different types of management positions to find your new niche!
    • General Managers
    • Financial Managers
    • CEO
    • Staff Manager
    • Risk Manager
  • Administration and Support – both businesses and government departments rely on these staff members
    • Administrative staff
    • Support staff
    • Customer support agent
    • Receptionist
    • Office Manager
    • Admin Assist
    • Executive Assistant/Personal Assistant
    • Office Assistant
  • Engineer – you may find that one type of engineer is more common within specific countries in the UK
    • Aerospace Engineer
    • Chemical Engineer
    • Electrical Engineer
    • Naval Architect
    • Biomedical Engineer
    • Energy Engineer
    • Civil Engineer
    • Mechanical Engineer
  • Teachers – You can test successful “teacher” designs with a more targeted niche by including specific school subjects
    • Science teacher
    • Literature teacher
    • Math teacher
    • High School Teacher/Secondary School
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