< PreviousTopics I have been immersed in recently, as I am sure many of us have been, are stories of adaptation and so I wanted to really expand on this and share my own experiences of adaptation so far since lockdown, as well as those of some of my clients… Remote working and virtual events have been a large part of my adaptation story so far, taking my usual face to face events online into the digital space and it has come with its pros and cons. Looking at the positives, I’m pleased that I acted quickly and launched the online events forum very early on, as the feedback from many of my clients so far has been one of appreciation for the efforts made and the value received. Though our physical events would usually take a much different approach and relaxed format (of course including a tipple or two), the current online format is working as a compromise, given we have been experimenting with incorporating real life business folk sharing their wisdom and stories and this has proved both valuable and inspiring to others in the current climate, with lots of useful resources being shared. Our next event will also include an hour of interactive networking in Zoom break-out areas, so right now I Success in adaptation - stories shared By Fiona Duncan-Steer, founder of RSViP Business Networking Agency. 30 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk NETWORKING 30-31.qxp_Layout 1 03/07/2020 15:38 Page 1Fiona Duncan-Steer - www.rsvipnetwork.co.uk www.fionaduncansteer.co.uk www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 31 NETWORKING guess it’s all trial and error to see what works, what doesn’t and what is well received. It’s worth remembering that there is no right or wrong with online events - it’s about what works for you, your clients and fits with your brand. Asking for feedback is always a great idea in any business situation of change, so batting it back and requesting feedback through a survey format, as well as customer testimonials at this time is a useful tip and this can act as your guide, as it has been ours so far - what do your customers need right now and how can you get it to them through your own resources? As regards some of my clients, it has been really great hearing their stories of which an obvious thread has become apparent. Many have shared their journeys from lockdown commencement, of their horror at the situation, turning into fear and anxiety, to melt downs – head in hands “my business is over” scenario – to actually then having that moment where they decide to pull themselves together and act quickly, change and adapt in any way they can and enter into survival mode. It is worth looking back at your own journey so far and asking yourself “when was your survival mode triggered” and “what was the first course of action you took?” Reflection is a huge thing and many have said that the motivation to keep their businesses afloat was having the time to reflect on the hard work they have put onto building their businesses up to this point; the blood, sweat and tears we all go through as business owners to build our brands, reputations and client base. Many also stated that during this slower pace of life and enforced rest, mental and physical health have been very much restored. Creativity has also been a huge part of their lockdown experience, both personally and in business, and I can honestly say that this has been my absolute plus point and I’ve loved every minute of being able to reconnect with my creative side and idea generate for my business - this really is where the magic happens. Many have said they are busier than they have ever been before. This may be because of logistics and re-prioritisation within the business, however this also comes down to new products and services being quickly implemented during the adaptation process, many of which will remain going forward. Many have spent time self-developing, watching webinars, taking part in online events, reading more books, watching more Ted Talks etc. Creativity and enforced adaptation can be extremely powerful and take you to places you never thought you would go. Finally, many have shared their thoughts on the simplification of the infrastructure and operations side of their businesses, realising that they can trust their teams to remote work more, the realisation that the posh office with those high overheads is not actually necessary and that work-life balance has been and must continue to be restored. To summarise, reflection at this time is a great way to inspire your next move, you don’t need to be artistic to be creative and you don’t need to be creative to idea generate, so why not empower your team to do this for you right now even at a distance and above all, keep talking to one another. Communication is everything. See you in the digital space. Image by Steve Edwards Photography and Photography by Gem 30-31.qxp_Layout 1 03/07/2020 15:38 Page 232 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk CHANGING TIMES It’s no exaggeration to say that businesses have a lot to contend with right now – from the ongoing Brexit withdrawal process, economic uncertainty and, to top it all off, the continuing coronavirus crisis. Understandable, companies are looking to save money. Cost savings can be made by undertaking a supply chain assessment and adopting a business improvement strategy. For one of the best approaches towards creating a leaner, more efficient and productive operation, we need to turn to the Japanese. 5S is a business concept named after five Japanese terms used to describe the steps involved – Seiri, Seiton, Seiso, Seiketsu, and Shitsuke. In English, these translate into: Sort, Set in order, Shine, Standardise and Sustain. A simple example of these terms in action involves removing items that are no longer needed (sort); organising the items to optimise efficiency and flow (straighten); cleaning the area in order to more easily identify problems (shine); implementing colour coding and labels to stay consistent with other areas (standardise); and developing behaviours to keep the workplace organised in the long-term (sustain). Readers might have seen this concept with the additions of safety and security, sometimes referred to as 6S, but this shouldn’t be confused with Six Sigma, which is often stylised as 6S. However, this statistical-based data- driven approach and continuous improvement methodology for eliminating effects in a product or service was developed in the US in the early eighties. It’s important to understand that whatever business improvement strategy a company is looking to implement is doomed from the start if they don’t have a clearly defined idea of where they want to end up. It would be like manufacturing a product without any idea about how that product was going to be used, by whom and where. As in all cases, having a clearly defined business strategy in place is critical. That might simply be greater operation efficiency; cleaner, more organised facilities, or an emphasis on lowering cost. While smaller businesses can implement a 5S strategy across their entire operations in one go, afloat In times like these, it’s no surprise to see that businesses are searching to reduce overheads, maximise efficiencies and ensure they’re not wasting a single pound more than necessary. Staying 32-35.qxp_Layout 1 03/07/2020 15:39 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 33 CHANGING TIMES it’s unwise for larger – or ever medium- sized – business to do so, and should instead prioritise one area at a time. It should go without saying that everyone needs to be on the same page in understanding the business strategy and the company’s aim so that everyone is working towards that same goal rather than against it. Staff should also be trained in the ins and outs of 5S, exactly how they can use it to improve operation efficiency, reduce wastage and lower costs, and how to implement it. Though articles such as these are a great introduction, they’re no replacement for training courses and expert advice. Many of these business improvement strategies refer to a company’s in-house operations, but the same kind of proactive thinking can also be applied suppliers. While it’s important to ensure lean operations and minimise flabby 34 Á © Shutterstock /W right Studio 32-35.qxp_Layout 1 03/07/2020 15:40 Page 234 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk CHANGING TIMES overheads, a company will also want to examine each of its suppliers if it’s looking to respond to, stay afloat and remain competitive in these changing times. Now, changing suppliers for the sake of it is misguided and can often be a false economy – after all, cheapest isn’t always better, so it’s about finding the best service at the best price. There are, however, other considerations that can’t be quantified in terms of cost – things such as good relationships. Although it’s easy to remain with a supplier out of a misplaced sense of loyalty, a poor supplier can not only be costing a company time, but also money. At a time when uncertainly continues to affect the whole sector, companies simply cannot afford to let a subpar supplier drag them down. 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. 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 32-35.qxp_Layout 1 03/07/2020 15:40 Page 3www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 35 CHANGING TIMES middling, suppliers can affect a business. There’s no easy one-size-fits-all solution when it comes to responding to economic uncertainty, be that Brexit or, more pressing of late, the widespread impact of COVID-19. However, there are a range of solutions open to businesses looking to reduce overheads, make their operations leaner and save funds the better to weather this climate and remain open for the months and years to come. © Shutterstock /V asin Lee © Shutterstock /docstockmedia 32-35.qxp_Layout 1 03/07/2020 15:40 Page 436 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk DESIGN AND MARKETING © Shutterstock /Rawpixel.com good side Showing your 36-39.qxp_Layout 1 03/07/2020 15:42 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 37 DESIGN AND MARKETING A company’s brand is big business, as evidenced by the magnitude of laws protecting it and how much value can be placed on a brand name or logo during an acquisition. People remember brands more than they do individual products, which means cultivating a respectable brand can net a company millions, while fostering a bad one can cost just as much, if not more. While academic marketers may claim there is no such thing as bad publicity, those living in the real world can often see it is quite different, with scandal sticking to a brand and dragging it down. Marketing and branding go hand in hand, or more specifically, branding is a big part of marketing – one that is often misunderstood, as many companies – particularly SMEs – tend to see marketing as one thing only; lead generation. Many companies start off with a marketing push, be that leaflets, brochures or fliers, but when their efforts and investment fail to yield an immediate, tangible benefit, they consider the marketing a waste of resources and dial back. If this was an approach taken by larger companies, they would not be where they are today, and the wise marketer knows that there is more to be achieved from a push than an immediate return on investment. Marketing is an additive force to sales, with printed material such as banners, leaflets, brochures and stationary used not to convince people to buy into a product or service, but to trigger recall. To ensure that the company’s name has a higher chance of sticking in their minds and being noticed, so that later, should they need said service, they are more likely to remember the company who markets their name and brand. With the advent of the internet, this has grown even more important – which some seem to misunderstand, thinking it the opposite. While it’s true that Google makes searching easy and that most people will only consider the top three entries, research has shown that if a particular name on that list is familiar or recognised, it is almost always the one that is chosen, even if it is not in the top three. This is because of brand recognition and the fact that people trust their own memory more than they do something drawn up by an algorithm. Again, it is not that marketing material has assured the sale, for the buyer will still want to peruse a website, consider options and gather quotes, but marketing has granted the company the opportunity to pitch, which it might otherwise never have had. That is why it’s important that marketing be maintained. If one thinks of marketing as akin to a romantic pursuit, then it should be obvious that a suitor’s ardour wanes if they are neglected. Absence may make the heart grow fonder, but a certain level of care and attention is required, with a single conversation or text once every month hardly cutting it. It’s Marketing is an art that has been misunderstood and neglected in recent years – it’s time to change that. Brand is everything and post-lockdown East Midlands is a new world. 38 Á 36-39.qxp_Layout 1 03/07/2020 15:42 Page 238 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk DESIGN AND MARKETING the same with marketing a company to an individual or individuals, although hopefully with less broken hearts. A company’s brand must be pushed continuously, and regularly, with its message exposed to the same people over and over. This is why one sees the same adverts on television even though they have been witnessed by the same people over a thousand times by now. It is because marketing works on the basis of repetition, reinforcing the brand, logo, message and jingle into the mind of the customer. A good marketing plan needs to look at what the current image and reputation of the company is. Not just in terms of the product, but also the brand and name of the company itself. Are they well-known, are they respected, is the product considered high-quality and high-price, or low-price convenience? It’s all too easy for businesses to delude themselves at this stage, but unless brutal honesty is used, there can be no correct answer. A plan then needs to be put in place to stress the advantages of the company, while also addressing any weaknesses. What can be done to reverse the image, and what is the costing? Not everything has to be external at this point, and sometimes part of a good marketing push is expanding your own workforce. Does the company have a reputation for poor customer service? Well, the solution might be to invest in training the staff to respond better, but it could also be a result of there being too few staff to deal with complaints or questions. But none of the above will make much difference if a company does not tell people about it. Consider years © Shutterstock /Mila Supinskaya Glashchenko 36-39.qxp_Layout 1 03/07/2020 15:42 Page 3© Shutterstock /Adriano Castelli www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 39 DESIGN AND MARKETING back when call centres to foreign nations began to become more prevalent, and when this made getting support a frustrating process. There were some companies who chose to stick with English call centres. This was seen as a good move by many, but it would not have generated any new customers if the company didn’t promote this fact – including mention of “English call centres” in adverts, on posters, on their leaflets and brochures, and on any other printed or digital material. There are many people in England who are very humble and don’t like to boast, but when it comes to business – especially accomplishments – a certain degree of boasting is all but required! How else would people know about it? Perhaps one of the most important elements, and also the most-often ignored, is that of design. Whether you are making posters or signs, magazine adverts or vehicle wraps, it’s important that the message is laid out in a clear and appreciated manner, and that it appeals to the sensibilities of the customer. This can be difficult, because what appeals to one person may not to another, and many people who run businesses tend to have a more figures-oriented approach to creating things, lacking perhaps in artistic design. All too often, companies decide to forego the use of a designer, deciding that it’s an additional cost on something they can handle themselves. But there is a reason why some design agencies in London and the US earn millions and millions – and it is not laziness from their customers. Having professionals look over marketing material ensures that the investment a company is already making will work. When considering the need for constant exposure and repetition, it’s worth making sure it is going to be done properly. Luckily, our region is full of specialist companies who have been working in design for decades. Just remember, good marketing is both internal and external, and there comes a point where it’s necessary to make customers aware, either of changes, a new product, or a shift within the company. 36-39.qxp_Layout 1 03/07/2020 15:42 Page 4Next >