< Previous30 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk DESIGN AND MARKETING I n a world flooded with messages competing for consumer attention, businesses need to think smarter to stand out. With customer loyalty on the decline, the role of creative design and marketing has never been more crucial. In the East Midlands, businesses are adopting innovative approaches to their marketing strategies, helping them Creative marketing strategies drive success Creative marketing strategies drive success As businesses in the East Midlands adopt innovative design and marketing tactics, they are capturing consumer attention and building lasting connections. From bold campaigns to cutting-edge technologies, companies are finding new ways to stand out in a competitive market. www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 31 DESIGN AND MARKETING capture attention and differentiate themselves from competitors. This shift presents exciting opportunities for companies to create memorable, engaging campaigns that not only attract customers but build lasting relationships. One of the key elements in gaining a competitive edge is harnessing the power of design. Whether through branding, digital design, or user experience (UX), the visual identity of a company plays a pivotal role in how consumers perceive it. Great design is about creating a unique experience that resonates with customers. With a growing number of digital platforms and touchpoints, businesses are turning to striking visuals and innovative design to create memorable experiences that stick with consumers long after their initial interaction. A strong visual identity builds trust, recognition, and ultimately, loyalty. Showcasing creative marketing, East 32 Á32 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk DESIGN AND MARKETING Midlands Railway (EMR) had two standout campaigns. The first, a rework of So Solid Crew’s “21 Seconds” into “32 Minutes,” highlights the speed and convenience of the Luton Airport Express, dispelling the myth that the journey takes over an hour. Produced by Leith, this fun and nostalgic campaign has strengthened EMR’s brand identity. Similarly, the “Make every trip epic” campaign, featuring their mascot Miles in a comic-book-style adventure, has captivated audiences with its vibrant storytelling, encouraging both leisure and business travel. The multi-channel campaign, which earned a 4.2-star rating from System1, illustrates how design can turn everyday experiences into memorable ones. As customer expectations evolve, businesses are also turning to data- driven marketing strategies. The advent of digital marketing has made customer data more accessible than ever, providing valuable insights into consumer behaviours and preferences. Companies are using this data to create highly targeted, personalised marketing campaigns that resonate with their audience. With the rise of digital platforms, content creation has become one of the most effective ways to engage customers. Short-form videos, such as those on TikTok and Instagram Stories, have become a staple in many marketing campaigns. For businesses in the East Midlands, social media provides an ideal platform to showcase their products, tell their brand story, and engage with customers in a more informal, authentic manner. By leveraging these platforms, companies can create interactive content that encourages direct engagement through www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 33 DESIGN AND MARKETING likes, comments, shares, and user- generated content, fostering a sense of community and deeper connection with their audience. The viral nature of platforms like TikTok also means that businesses have the opportunity to reach a wider audience, beyond their immediate followers, allowing for increased brand exposure and new customer acquisition. Short-form videos also provide a powerful tool for showcasing behind-the-scenes content, promotions, and customer testimonials, giving businesses the ability to build trust and boost brand loyalty in an engaging and personal way. Technology is playing a huge role in transforming how businesses engage with their customers. Augmented reality (AR) and artificial intelligence (AI) are becoming increasingly common in marketing strategies. Sustainability is another powerful trend influencing design and marketing strategies. As consumers become more conscious of environmental issues, they are increasingly drawn to brands that align with their values. Marketing campaigns highlighting sustainability not only build trust but also encourage customer loyalty. The East Midlands is home to many businesses embracing these creative approaches to design and marketing, setting the region apart as a hub for innovation. Companies are finding new ways to engage customers, whether through bold campaigns, personalised experiences, or the integration of cutting-edge technologies. These innovative strategies differentiate brands and also build lasting relationships with customers, ensuring businesses stay ahead of the competition in an ever- evolving market. 34 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PUBLIC RELATIONS B y the time you read this, I’ll be back from my sojourn — hopefully bronzed, definitely relaxed and absolutely not ready to open my inbox. Yes, I’ve been on holiday. A proper one. The kind where you genuinely unplug and trust your out-of-office to hold the fort. No stealth emails. No “just a quick one…” calls. No chasing coverage between gelato and Google Translate fails. And do you know what happened? Nothing. And everything. Because when you truly switch off, your brain switches on. Ideas bubble up. Threads connect. You stop chasing stories and start seeing them. It’s amazing what clarity emerges when you’re not knee-deep in the daily grind, “Oh, I must get this out before I go!” And so begins a flurry of media activity with no real follow-through. A story gets emailed. A press release lands. And then... silence. No follow-up. No interview availability. No further comment. Just a big shiny story-shaped void that no journalist is going to chase while you’re off sipping something neon with a paper umbrella in it. So here’s the big PR lesson from my little break: don’t confuse getting something “off your desk” with getting it “out there” properly. Journalists aren’t waiting around for your announcement. If you’re lucky enough to pique their interest, you must be ready to respond. That means being able to answer a call, clarify a quote, or jump on a Zoom if they want more Wish you were here (but only if you’re READY for the media spotlight) Good PR is like a good holiday, as Greg Simpson, founder of Press For Attention PR, explains. desperately trying to be “on it” all the time. But before I jetted off, something else happened — something far more familiar and, frankly, a bit dangerous. I became wildly productive. There’s something about the final week before a holiday that turns even the most seasoned procrastinators into a hybrid of Tony Robbins and Marie Kondo. Meetings get scheduled, content gets drafted, inboxes get blitzed. You suddenly find the time and energy for those tasks you’ve been putting off since Easter. It’s a productivity miracle… until it isn’t. Because among all that ticking off and tying up, people start chucking out press releases. They panic. They scramble. They think, www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 35 PUBLIC RELATIONS depth. If you can’t? Wait until you can. PR is a long game. It’s a conversation, not a broadcast. You’re not just sending messages into the void — you’re (hopefully) inviting dialogue. That means showing up. That means being present — even if it’s just for five minutes between meetings. Or after your holiday. And that’s the irony. While I was away, sipping sangria and minding my own business, I started really thinking about stories. Not my stories, but the ones I help clients tell — the angles we miss when we’re too busy to stop and spot them. There’s perspective in the pause. The gap between calls. The silence that lets your own voice come through a bit louder — and helps you remember what’s actually worth shouting about. So here’s your holiday homework (whether you’re going away or just wishing you were): * Don’t rush your PR just to clear your desk. * Don’t send a story unless you’re genuinely ready to follow through. * Don’t assume that journalists will wait until you’re back and tanned to chase you. * And please, do take a break. You’ll be amazed how many great stories find you when you’re not looking. Me? I’ll be back by now. A little lighter, a little brighter, and a lot more certain that good PR is like a good holiday — planned with intention, delivered with purpose, and never just thrown together last- minute. Wish you were here, Greg A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press For Attention PR in 2008. He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective. 36 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk IT AND TELECOMMUNICATIONS Driving IT and telecoms innovation As the East Midlands advances its digital infrastructure with initiatives like Made Smarter and the rollout of fibre-optic networks, businesses are unlocking new opportunities. These efforts are bridging the connectivity gap and supporting growth across the region, empowering companies to thrive in the evolving digital economy. www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 37 IT AND TELECOMMUNICATIONS T echnology is at the heart of almost every operation today. From managing customer data to facilitating remote work, businesses rely heavily on their IT infrastructure. However, many companies still struggle with outdated telecoms and slow broadband speeds, especially those in rural areas where the digital divide has been more pronounced. This has historically limited their ability to fully embrace digital transformation and remain competitive. Yet, efforts are underway to address this gap, bringing high- speed connectivity and modern telecoms to regions that have been underserved for too long. These improvements are transforming the business landscape, providing companies with the tools they need to innovate and grow. Businesses in rural areas have faced the dual challenge of inadequate broadband speeds and limited access to modern telecom services. While urban centres have seen continuous upgrades to their digital infrastructure, rural businesses have been left behind, unable to fully benefit from the digital economy. This lack of connectivity has affected productivity, hindered collaboration, and created challenges for companies that rely on digital tools to serve clients. Many have been forced to make do with out-of-date equipment and slow internet speeds, which in turn has impacted their ability to stay competitive in the marketplace. Fortunately, efforts to bridge this gap are beginning to bear fruit. Initiatives aimed at upgrading broadband infrastructure are gaining momentum, with a particular focus on fibre-optic networks that offer superfast speeds and greater reliability. Government- backed projects are now focused on providing businesses and homes with faster internet speeds and more reliable connections, bringing modern telecoms to areas that need it most. The rollout of fibre broadband is one of the most significant developments in the region’s telecoms landscape. Fibre networks are known for their superior speed and capacity compared to traditional copper cables, offering businesses a chance to boost their 38 Á38 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk IT AND TELECOMMUNICATIONS digital operations and improve their service delivery. In rural areas, where connectivity has historically lagged behind, fibre-optic broadband is providing a vital lifeline, allowing businesses to access cloud-based services, host video conferences, and provide customers with seamless digital experiences. One such initiative is the Gigabit Broadband Voucher Scheme, which helps small businesses in rural areas upgrade their broadband connections. This scheme provides financial support for businesses to access gigabit- capable broadband, helping them overcome barriers like slow speeds and poor connectivity. Through this scheme, businesses can receive funding to install high-speed fibre-optic connections, ensuring they can remain competitive and meet the demands of a rapidly evolving digital economy. The expansion of 5G networks is also transforming how businesses connect. 5G technology offers faster and more reliable mobile internet connections than previous generations, opening up new opportunities for businesses to innovate. With 5G, companies can support a larger number of connected devices, allowing for more advanced use cases like IoT (Internet of Things) applications and real-time data analytics. This is particularly beneficial for industries such as logistics and manufacturing, where high-speed, low- latency communication is essential. The introduction of 5G is expected to drive the adoption of smart technologies across various sectors. In areas like agriculture, where precision farming relies on real-time data, 5G will enable the use of connected sensors and drones to improve crop yields and www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 39 IT AND TELECOMMUNICATIONS optimise operations. The fast, reliable connectivity provided by 5G will also be a game-changer for the transportation industry, where it can facilitate real-time tracking and management of fleets. For businesses in rural areas, 5G will be an essential tool in bridging the digital gap, offering new ways to enhance productivity and stay competitive. Another important initiative is the Made Smarter programme, which is helping manufacturing SMEs adopt advanced technologies to improve productivity and innovation. With £3 million allocated to the initiative, businesses are being given the opportunity to access digital transformation roadmaps, leadership development programmes, and expert advice. The programme is designed to help manufacturers embrace automation and advanced digital tools, increasing efficiency and enabling them to scale up operations while reducing costs. By enabling these businesses to integrate digital technology into their processes, the initiative is helping improve their competitiveness and prepare them for the future of industry. As businesses rely more heavily on digital platforms and cloud-based services, the demand for robust cybersecurity is growing. The increased use of digital tools makes companies more vulnerable to cyber threats, which can disrupt operations and cause financial loss. To counteract this, businesses are investing in security measures to protect their networks and customer data. Many are working with telecom providers to ensure their digital infrastructure is secure and resilient, while also seeking out solutions to address emerging cybersecurity threats.Next >