City Road Communications

‘People Like Me Marketing’ in Action!


Can you believe it’s been seven weeks since the result of the EU referendum was announced? Although plenty of time has passed for people to either take their head out of their hands or put down the celebratory bottle of bubbly, Brexit is still big news and is having an ongoing impact on small business attitudes in Britain.

The last few weeks have been a rollercoaster of emotions for UK SMEs, with very mixed reports about small business confidence being released in the aftermath of the referendum. For example, a Smith & Williamson survey said business optimism “fell off a cliff” following the result. However, the Business Growth Fund’s Growth Climate Index painted a much rosier picture, with 74% of UK SMEs still believing that Britain is a great place to start and build a business regardless of Brexit.

Since working with a private equity house – our client IW Capital to be precise – it has become apparent how crucial investor sentiment could be in boosting business confidence, especially in times of uncertainty. So to gauge this, we called upon a tried and tested tactic – we worked with the client to launch some in-depth consumer research.

IW Capital commissioned a study which surveyed 2,000 UK adults and investors to gather their sentiments towards different investment classes in the wake of Brexit. The findings showed that the nation is still unsure of how the EU referendum could impact traditional investment avenues – such as property, the FTSE and pensions – however one sector that investors are confident in is investment into SMEs, with 52% of investors saying they would consider back small businesses through private investment in the current climate.

The report received coverage in Forbes, City A.M. and FT Adviser, to name just three of 20 – yes 20 – different publications that wrote about the research. The paper was then distributed with the most prominent coverage hits as a stamp of approval to the client’s databases.

This is ‘people like me marketing’ in action. It’s what we do best at City Road Comms; we delve into the sentiments of different demographics to find out what their motivations are, what really hacks them off and what their biggest concerns are. Getting these answers helps us to tailor content and comms to the needs of your lukewarm leads, in order to convert them into life-long clients.

Download your copy of Understanding Investor Sentiment in the Wake of Brexit as an example of what we could for you.