< Previous20 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PURPOSE MEDIA Q&A Tell us about your new role at Purpose Media. It’s a really exciting time for us at Purpose Media because we are focused on ensuring our clients benefit from investing wisely in digital marketing. My role involves giving advice at all stages. From meeting businesses who are exploring digital marketing for the first time to delivering solutions to long standing clients who already value its role in the marketing mix. I only joined last summer, so it’s been a bit of a whirlwind shaping our plan to double the size of digital over the next year. I’m busy making sure we are producing our very best work and creating innovative solutions that prepare our clients for the challenges of 2021. Ensuring they get a ROI will be key to our joint success. What should businesses be doing about their digital marketing in 2021? Start by reviewing your digital marketing strategy. It’s a step so often missed, but it’s where everyone should begin. Digital marketing doesn’t work if it isn’t aligned with objectives. Make sure you know what you want to achieve, and then find experts to help you deliver. Before addressing strategy, it’s important to define your business and marketing objectives, your ideal customer profile and your businesses brand proposition. Without these, creating a strategy that delivers a return on investment will be impossible. Different channels are suited to different growth objectives. SEO is much more of a long term growth strategy, whereas some aspects of Pay Per Click (PPC) or Paid Social may be focused on growing brand awareness. Businesses that focus on one channel will start to see the landscape become much more competitive, regardless of sector. I’ve definitely seen a changing trend. Sectors like manufacturing and professional services such as legal and accountancy practices, who are usually a little bit behind the curve, are now going through a digital transformation and fast tracking their digital strategy to improve their on-line presence and make changes to how they deliver services. How do Purpose Media clients feel about their growth prospects for 2021? I feel like there has been a huge step change in the interest in digital marketing over the past year. Clients who were already well on the way with their digital journey have survived the challenges the best, and are now focused on long term brand building initiatives. Those who quickly realised the need to ramp up their digital presence should continue to invest and reap rewards. Those who don’t take action now, will not survive. Q&A Ellie Buckle, Head of Digital & Strategy, Purpose Media Moving into 2021, most businesses will need to understand and use digital marketing more widely. We asked Ellie Buckle, Head of Digital & Strategy at Purpose Media, how her strategic advice helps drive impact and return on investment. Ellie Buckle 20-21.qxp_Layout 1 08/01/2021 12:45 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 21 PURPOSE MEDIA Q&A What does Purpose Media bring to the table when discussing digital marketing growth strategies with its clients? As well digital marketing we have a huge amount of experience within the team that includes creative design, website development and video. The whole mindset of ‘we do things the way they’ve always been done’ does not exist, which is really refreshing. The knowledge our team has across B2B and B2C businesses means that we can give our clients the best advice. The world is a bigger place now, and to stand out you have to show what you are made of. That’s why it’s important we educate our clients, and show them why we do what we do. We want to be that strategic growth partner, we want to help businesses grow – and we aren’t afraid to be aggressive with our techniques to make it happen. COVID has accelerated the adoption of digital marketing. An example of this is our work with sports clubs that were previously reliant on spectator revenue. We immediately stepped in to help deliver other revenue generating options such as live streaming of games and sponsorship opportunities, and we ensured success was maximised by integrating the use of digital marketing solutions. Even when spectators are allowed back into stadiums there is no reason why these channels can’t co-exist and create a lasting legacy. What’s your top tip for business owners in 2021? Revisit your digital marketing strategy and ensure it is still fit for purpose and will sustain your business. If you don’t have the in-house skills, find an expert partner like Purpose Media with the skills to help you scale your marketing activity effectively. So much has changed this year, and so quickly, that everything you have is probably out of date. It’s also important to be unbiased when it comes to the marketing tactics you use. Relying on what’s worked in the past may not prove to be as effective and this bias could lead to you being overtaken by your competitors. To find out more, visit www.purposemedia.co.uk, or call 01773 864500. 20-21.qxp_Layout 1 08/01/2021 12:45 Page 222 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk COMMERCIAL PROPERTY St. Modwen Park Lincoln commercial property Industrial and logistics were the commercial property sectors that boomed last year, seeing the small pool of units available in our region shrink further. Here we look at some of the new developments expanding space for the in-demand sector. The stars of 22-25.qxp_Layout 1 08/01/2021 12:51 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 23 COMMERCIAL PROPERTY There can be no doubt that the industrial and logistics sectors were the stars of commercial property in 2020, primarily due to the rapid rise in ecommerce in the wake of the pandemic. While this is expected to continue, after the year saw record demand for industrial space, on the other end of the spectrum the challenge for retail and offices clearly remains, especially with more stringent restrictions as a result of escalating COVID-19 cases. Just looking at the past month, major steps forward have been taken in our region to provide more clamoured after industrial space. In a significant deal, a 192-acre site at Lows Lane, Ilkeston, was acquired by Verdant Regeneration Ltd from Saint Gobain, in a deal brokered by JLL, with the new owners planning to transform the former steel works – one of the largest potential development sites in the East Midlands – into a national distribution, logistics and rail freight hub to be called New Stanton Park. The move sees the joint venture and private endeavour between Derbyshire firms Ward and Trust Utility Management - which have existing facilities adjacent to the site - secure the future of the former Stanton Ironworks, which since 2007 has been subject to numerous failed attempts to return it to its position as a major employer in Ilkeston. Dating back to the 1800s, at its peak it employed over 7,000 people as part of the British Steel Corporation Tubes Division. David Ward, Director at Verdant Regeneration Limited, said: “This is a hugely significant site in the local area which was once a major manufacturing centre for the region. Verdant Regeneration Ltd has agreed a purchase from Saint Gobain to bring the land back into commercial use. As local businesses with a strong heritage in the area, we see this as a real chance to create a new legacy for Ilkeston. It will unlock potential for long term business opportunities and future jobs for Derbyshire and the wider region.” With the sale complete, Stanton Ironworks site preliminary work will start in early 2021. The team will look to include an outline planning application to Erewash Borough Council by summer 2021. Meanwhile industrial developer Chancerygate has acquired a 5.4-acre site in Wigston, near Leicester, for £3 million to speculatively build 127,925 sq ft of light industrial and warehousing space. The vacant site was previously home to Food Hub Leicester’s main facility before it was demolished in 2018. The new scheme proposed for the site comprises 16 units ranging from 3,725 sq ft to 18,350 sq ft, available on both a freehold and leasehold basis. Mark Garrity, development director and head of Chancerygate’s Birmingham office, said: “It’s great to have completed the acquisition of a prime site in South Wigston’s well-established industrial area. It provides us with the opportunity to deliver a high quality, new build industrial scheme which will provide much needed warehousing and light industrial space in the region. Developing this site has the potential to create hundreds of jobs for the local area. It also fills a gap in the market, with an increasing number of businesses looking to invest in their logistics operations and take up warehousing space to meet the rising 25 Á 22-25.qxp_Layout 1 08/01/2021 12:51 Page 2Armstrong house Armstrong House, Armstrong Street, Grimsby DN31 2QE Tel: (01472) 310301 • Email: s.fisher@blmgroup.co.uk Superb Location - - Close to the ports of Grimsby & Immingham - Great motorway links - Close to the town centre Secure off street parking High speed internet availability Easy in/out terms A range of affordable office sizes 3 3 3 3 3 Last remaining office suites Prime location in Grimsby Offering a prime position in Grimsby, Armstrong House on Armstrong Street is ideally located. Close to the ports of Grimsby and Immingham, motorway links and the town centre, off-street parking is also available for all staff and visitors, meaning it’s convenient too. Our spacious, welcoming offices are located on the ground floor and are both secure and CCTV-monitored, giving you the ultimate peace of mind. At Armstrong House, the flexible in/out terms of contract mean confidence when it comes to affordability and with a range of office sizes there are opportunities for all types of business. If you require virtual office services, prices start from just £15 per month. For more information, or to discuss your office requirements call 01472 310301. 22-25.qxp_Layout 1 08/01/2021 12:51 Page 3www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 25 COMMERCIAL PROPERTY Asbestos management surveys and reports, including demolition and refurbishment surveys. • COMMERCIAL • INDUSTRIAL • • CONSTRUCTION • DOMESTIC • PASS (UK) LTD ASBESTOS TEST KITS FOR ALL SECTORS T: 01949 843055 E: info@passukltd.co.uk W: www.passukltd.co.uk demand for rapid last mile delivery. We’re looking forward to submitting our plans for the scheme to Oadby and Wigston Borough Council, which we hope will become an excellent asset for Wigston for many years to come.” Further along in the process, steelworks are now up on four new speculative industrial and logistics units at St. Modwen Park Lincoln, ranging from 16,000 sq ft to 52,000 sq ft. Construction is expected to be completed by July 2021. These latest builds form part of the third phase of development at the 70- acre site. Planning applications for phases four to seven have also been submitted, which will see an additional 460,463 sq ft of warehouse space delivered at the site. Gemma Butler, Development and Leasing Manager at St. Modwen Industrial and Logistics, said: “It’s great to see our next phase of development taking shape in Lincoln. We’re increasing our offering of high- quality logistics space, countering the lack of supply in the immediate area and providing a range of size options for businesses to choose from when relocating or expanding into the East Midlands.” Over in Derbyshire the final two buildings on HBD and Derbyshire County Council’s Markham Vale North – known as Orion – are nearing completion (expected in Q2 2021) and will provide an additional 221,518 sq ft and 75,500 sq ft. The units are being delivered for Aver Property in a £25m deal, a joint venture between Ergo Real Estate and NFU Mutual. Moreover over 1.25 million sq ft of new logistics space is now complete at Magna Park South, Lutterworth. The new developments include units 1, 2, and 3, comprising 746,000 sq ft, 126,000 sq ft and 300,000 sq ft respectively, and unit 4, which was let on a ten-year term prior to its completion by investor and developer GLP, and comprises 99,000 sq ft of space. Chancerygate's new site in Wigston 22-25.qxp_Layout 1 08/01/2021 12:51 Page 426 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk TAX In the year of the metal ox hard work, collaboration and new ideas could be rewarding and invigorating By James Pinchbeck, Partner at Streets Chartered Accountants. At the time of writing this we were on day two of the programme of vaccination to protect the most vulnerable from Covid-19. Boris Johnson, nearly 4 years since the Brexit referendum, was embarking on a visit to Brussels for dinner with Ursula von der Leyen, European Commission President, in an attempt to secure a trade deal with only days left until the end of the transition period on 1 January. All this at the end of what has been an unprecedented year to say the least for us all on a global scale. It is widely claimed that the impact of the pandemic is likely to be significant and lasting, something that not only us a nation but the world probably has not seen since the end of the Second World War, if at all. The long period of business and life disruption experienced for nearly a year has given rise to changes in the way we work, how we live our lives and, in many cases, what we value and what is important. Therefore, it would be naive to think we are going to return to ‘normal’ or as it was before as our Covid security, including use of vaccinations, allows us to lead life with less restrictions. 2021 though, even as it sees a slow start to an upturn, should be viewed as one of opportunity and excitement. Perhaps ironically, according to the Chinese horoscope, it is the year of the Ox. It is said to be a year that is deemed to be a lucky one and that financially rewards hard work and effort but that also embraces a focus on relationships and working together. This perhaps sets the scene for the year ahead. With the adversity of the last year giving rise to significant opportunity in terms of fresh thinking about the businesses and organisations we run, the chance to respond to changing needs for the workforce and customers alike and a time to consider the lasting impact of the pandemic – especially in terms of how our lives impact on society and our natural resources. 2021 is likely to mark the start of a lasting period of time that brings about new perspective for us all but especially businesses, with more of a focus on sustainability, use of technology to enhance our way of working and also the quality of our lives. The pandemic saw many businesses and individuals develop new ideas, products, services and new ventures. Certainly, such creativity and enterprise is likely to be rife not just over the coming year but in the years ahead. Whilst business leaders no doubt will continue to feel the burden of managing the situation, hopefully, and not least through collaboration and team effort, those with a flexible, visionary, creative mindset and strong engaging leadership will recoup the fruits of their labour. Whilst new and different can be scary it also can be exciting and invigorating. 26-27.qxp_Layout 1 08/01/2021 12:53 Page 126-27.qxp_Layout 1 08/01/2021 12:53 Page 228 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk NEW YEAR, NEW SUPPLIERS change Making a 28-29.qxp_Layout 1 08/01/2021 12:55 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 29 NEW YEAR, NEW SUPPLIERS © Shutterstock /docstockmedia COVID-19 has been a major challenge for businesses in almost every sector. As well as forcing companies to adapt and evolve, it has also left many looking to reduce overheads and operating costs to try and weather the storm. One of the best ways to shrink costs is to examine your suppliers and switch them up. Perhaps a single supplier could fulfil the job that two or more were previously performing. Or you could be getting better service for the same costs or cheaper. A company is only as good as its suppliers, with their end products dependent on the raw material and ingredients that they purchase. It serves to follow, then, that a company that is reliant on subpar suppliers will be unable to achieve its full potential and profitability. There are several understandable reasons why a company would remain with mediocre suppliers, other than loyalty, and that’s from the need to trim back supply chain costs and run a leaner operation. However, using cheap suppliers for cheapness sake can be counterproductive and, conversely, end up costing a company in the long run. While loyalty is a powerful motivator, the lack of any meaningful relationship with a supplier can also be good grounds to look elsewhere. It only takes a visit to any of the major food exhibitions taking place around the globe to see the strength of these relationships in action. If a company head feels as though they’re getting the cold shoulder from any of their suppliers, then it’s worth considering a replacement. It can seem as though it’s easier remaining with a supplier so as not to upset the status quo, but that attitude can be costly to a company, especially in this economic climate. Finding a new supplier can be well and truly transformative, whether it’s for raw ingredients or machinery, the difference from supplier-to-supplier can be startling. For example, one supplier of machinery and equipment might just want to squeeze a company for all they’ve got and supply a piece of top end machinery for the sake of it. However, a supplier that you’ll want on your wide will take the time to get to know a company and its operations and offer a machine that’s best suited to a company’s production and processing needs, rather than the most expensive. They might also be able to offer a bespoke option which, while not the cheapest, ensures a company gets a tailor-made solution designed to meet their exact needs and specifications. Having quality supplies can literally mean the difference between hitting profits and not, of using the very best ingredients and something mediocre. The importance of good suppliers cannot be overstated, but it’s also important not to lose sight of how bad, or even middling, suppliers can affect a business. So, this New Year, make it your resolution to find the right suppliers for you. Changing suppliers is a great way for a company to begin any new year but, amid the continuing coronavirus crisis, it can also be a means for companies to reduce overheads and reinvest elsewhere in their businesses. 28-29.qxp_Layout 1 08/01/2021 12:55 Page 2Next >