Business Scene by Scene Marketing Ltd

Serving 5,000 deciSion-makerS in and around Peterborough

ESSENTIAL READING FOR LOCAL EXECUTIVE LEADERS

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Inside this issue Latest news and views, including: Olympics legacy for small business Positive impact or damp squib? Be part of today’s e-selling revolution! Learn to leverage social media to help promote your business An advance performance Running a business in the running business

L ve letters Find gold among the ‘junk’

HEADlines Up close and personal with Rutland-loving designer Alistair Bell

FEBRUARY 2012

ESSENTIAL READING FOR LOCAL EXECUTIVE LEADERS

Welcome Do you Tweet? Are you LinkedIn? Have you a wall of fans on Facebook? If none of these questions currently solicits a ‘Yes’ from you or your business associates, perhaps it is time for a re-think. Those who constantly checked their mobile phones when away from the office used to be thought rude and socially inept, blanking the physical presence of those around them. But now, it seems, they are actually the opposite – socially adept. In fact, all that screen-gazing is often work, not play; the 21st century way of oiling the wheels of industry! Permanently squinting at screens is the burden of today’s ‘always on’ society, for whom work doesn’t stop when the office door closes. But perhaps you are more comfortable with traditional ways of reaching your market – post, for example. Despite the fury the words ‘junk mail’ provoke every few months (when TV documentary producers run out of more important issues to rant about and re-air this tired subject), it would appear we Brits like opening our mail. A recent study, called fast.MAP Marketing-GAP, discovered that 87 per cent of adults (at home and at work) open and read promotional mail packs – that’s a new record high. Clearly, people are hoping to be posted discounts or coupons and perhaps that new shift to thrift is making us fall back in love with our mail (see page 7). The theory is it’s easier to deal with a few letters on the doormat than plough through increasing numbers of emails or texts. Still, businesses need to be able to tick all the boxes when it comes to getting their brand message ’out there’. So, if you have thus far failed to get to grips with technology and engage with consumers via every channel now available, not just the postman, take a look at the how-to article on page 21. It’s not as tricky as you might think to leverage social media for your business – you might even find yourself hooked. We look forward to ‘liking’ you on Facebook soon!

The Business Scene Team Publisher Heidi Semple Editor Sally Hooton Sub editor Carol Randall Design Jim Counsell Advertising Charlotte Charlesworth Address: Old School House, Great North Road, Wittering, Peterborough, PE8 6BX

Telephone: +44 (0)1780 783613 Email: info@scenepublishing.co.uk www.thescenemagazine.co.uk

CONTENTS

SCENE

News – Jane Hill reports on how companies can enjoy the benefits of renewable energy

Cover story – Love letters: Philip Ricketts says there’s gold not ‘junk’ in the mail for those who use the medium correctly, engaging with consumers through accurate targeting and carefully considered offers

Finance – Columnist Nick Ash sums up the real value of professional advice

Webwise – Digital expert, Stan Nyokas, helps you cross the social media marketing frontier!

Clicks & Mortar – Our H&S guru Colin Nottage has tips for working safely from height and ladders

Workforce – Should you hire an apprentice? HR expert David Neal looks at the benefits

Skillset – Join the e-selling revolution! Sean McPheat has tips on leveraging social media to promote your business PLUS skills coach David Grundy gives advice on getting Olympic results

Off Duty – Jane Price presents a line-up of sporting breaks to be enjoyed prior to the start of the Olympics

What’s On – Dates for your diary PLUS enjoy an energy-efficient breakfast workshop! Charlotte Palmer invites businesses to find out how to cut the cost of their carbon footprint

Serving 5,000 executives in and around Peterborough

How Samantha Hale got started in the running business

Tim Barnes-Clay falls in love with Bentley’s automotive opulence

14 26

Michael Hudson tells how the right housing site boosts the economy

Up close and a little bit personal with graphic designer Alistair Bell

NEWS

FEBRUARY 2012

NEWS Olympics legacy will be ‘damp squib’ for small firms ew figures show that six in ten small firms believe the London 2012 Games will not have a positive impact on their business in the long term. This is despite UK Prime Minister David Cameron declaring in January that the UK is ‘on track’ for a lasting legacy, the Federation of Small Businesses (FSB) claims. With just a few months to go until the start of the Olympic and Paralympic Games, the FSB’s Voice of Small Business Survey Panel shows that 62 per cent of small firms believe the Games will have no long-term positive impact on their businesses, despite promises that the legacy of the London 2012 Games will continue for years. Only seven per cent of

small businesses believe the Games will benefit their business overall, and a quarter expect a negative impact on their business. The FSB is concerned that when the bid for the London 2012 Games went through, it was sold on the basis that it would create a long legacy for the UK, yet small businesses do not believe they will benefit. The FSB has called on the Government and Olympics authorities to ensure small firms are aware of how they can reap the benefits of the Games and the tourism benefits that can come from them. John Walker, national chairman, Federation of Small Businesses, said: “It is worrying

Pictured left: National chairman of the Federation of Small Business, John Walker.

that, so near to the start of the Olympic and Paralympic Games, small businesses think it will not benefit their business. This is even more worrying considering the London 2012 Games was sold on the basis of its legacy. “We all know times are tough, but 2012 is a year of big events that small firms should be able to benefit from. Government and Olympics authorities must help show small businesses how they can reap the rewards from one of the biggest sporting and tourism events the country has seen for years.”

Enjoy benefits of renewable energy eterborough-based commercially, as opposed chartered accountants to single household Saffery Champness are domestic schemes. advising clients in the Funding through Feed-inregion on tax-efficiencies Tariff (FIT) has been surrounding renewable running since 2010 but energy schemes. applies equally to domestic The focus of funding in and non-domestic systems the renewable energy and covers wind-generated Saffery sector shifted from wind to energy, too. Champness heat at the end of last Both schemes are partner, Jane Hill. year, with the launch of designed to affect a funding through the significant increase in the Government-backed scheme, the amount of locally-produced, Renewable Heat Incentive (RHI). ‘greener’ energy and, says Saffery The first phase of the RHI is Champness, both can be only available to renewable heat structured around a business entity. technology systems on multiple But, because of factors such as site properties which are run suitability and the length of the

Email still delivers E mail marketing is a valuable marketing tool and is still providing great results for UK businesses. Those are the findings of a report from Sign-Up.to which shows an increase in average email open rates from 18.21 to 18.35 per cent in the last 12 months, across all sectors. The business-to-business sales category leads the pack with an impressive average unique open rate of 26.14 per cent, followed by restaurants with 23.67

per cent. The music industry also fared well, with an open Matt McNeill. rate of 21.46 per cent. Outside the private sector, charity and government emails notched up 31.17 and 23.25 per cent open rates respectively. Sign-Up.to’s CEO, Matt McNeill, said: “With marketing budgets under pressure, email marketing is an ideal way to build lasting relationships with people without breaking the bank.”

planning process, it is heat technologies such as solar thermal and biomass which are more prevalent in this region than wind turbine-driven schemes. Partner, Jane Hill, said: “Clients with rural estate interests are seeing the benefits of schemes such as biomass in which they can source fuel from their own managed woodlands. Equally, businesses with property development interests – which are more familiar with the complexities of the planning system than many other businesses – are looking to non-wind renewable sources. “These are exactly the type of businesses for which the RHI scheme could be beneficial, but they need to establish the right taxation structure and business entity for their renewable energy interests from the outset. “Putting the right structure in place means 100 per cent of the capital cost of an investment in qualifying plant and machinery can be written-off against the taxable profits of the period in which the investment is made. VAT is also recoverable and operational costs are tax deductible, too. Correctly structured, as a tax efficient vehicle, a biomass boiler system gives the opportunity for significant returns once registered and eligible for RHI.”

Flexibility ousts 9-5 in work-life balance he nine-to-five work day is on the way out, according to seven out of ten British bosses. Two-thirds of managers polled recently by Vodafone are now more flexible with working arrangements – one-in-six asking staff to work outside regular hours, but almost the same number allowing them to do personal tasks in work time. Bosses are tolerant of employee’s personal calls, emails, Facebook, Twitter and booking appointments, although they draw the line at staff shopping online at work. Peter Kelly, enterprise director at Vodafone UK, said: “A cultural shift has started. Bosses are realising that businesses must focus on generating results, not on monitoring what employees do at their desks.”

Companies assist memorial appeal he Peterborough War Memorial Fund has received a boost, thanks to a £5,000 donation from insurance company BGL Group in Peterborough. George Ware, treasurer to the Peterborough War Memorial Fund, said: “This is a very generous donation from BGL Group and has given our fundraising efforts a real boost. We have now raised £38,000, which is not far off our £45,000 target. BGL Group, along with every other person, group and organisation which has made a donation, will be able to look at the city’s new war memorial when it is in place and know that it is thanks to their generosity.” Faith McMath at BGL Group, said: “We are proud to support the new war memorial. It’s an important monument for the community and we are keen to support good causes in our area.” A design based on the Armed Forces Memorial at the National Memorial Arboretum in Alrewas, Staffordshire, has been chosen for the obelisk. Donations can be made to the appeal by sending a cheque made payable to ‘Peterborough War Memorial Fund – RBL’ to George Ware, 206 Eastern Avenue, Dogsthorpe, Peterborough, PE1 4PX. Or email: georgeware@ntlworld.com

FEBRUARY 2012

NEWS

Enter the dragon boat race

The festival takes place on June 16, at the city’s river embankment l Some 30 teams from companies across the region are expected to take part l The race course is 200m long (and rather deep!) l

he charity EACH – East Anglia’s Children’s Hospices – is hoping to make a great big fund-raising splash this year as Peterborough’s 14th annual boat race launches for the 2012 Chinese Year of the Dragon! One of the largest and most eagerly anticipated team events in the region, The Dragon Boat Festival regularly draws around 30 crews representing companies, organisations, clubs and friends from all around the Peterborough area. And organisers, Gable Events, say the 2012 event on Saturday June 16 on the River Nene at the city’s Embankment, is expected to attract huge crowds to watch rowers battle it out over the 200m race course. The teams will be seeking to knock reigning champion Radical Motorsport off its pedestal, while also adding to the event’s impressive fundraising total of more than £200,000 for charity over the years.

Messing about on the river in 2011 made a splash for a really good cause. care and support that is so vital to life-threatened local children and their families.” The top fundraisers for EACH will win the charity trophy plus a special meal at The Grain Barge Floating Peking Restaurant. Debbie Fairhurst, corporate fundraiser at EACH (each.org.uk), said: “This year we need to raise £4.8 million in donations to deliver our services amounting to £13,000 a day, every day of the year. The money raised through the generosity of the teams taking part in the Dragon Boat Festival is very important to us and will go towards the one-to-one nursing

New for this year The organisers have swapped the 17-seater boats for smaller 11-seaters this year and have also reduced the entry fees. They are offering multiple crew discounts for those companies wishing to enter more than one team. The festival will also be held on a Saturday, for the first time. Dragon boat racing has an

City firm claims major award company set up by Peterborough City Council to create employment opportunities for people with disabilities was declared runner-up in the recent national EEF Future Manufacturing Awards. Westcombe Engineering claimed its accolade in the Innovative People Management Category of the awards. Judges were looking to reward those who had adapted to a changing environment in difficult financial times. Westcombe was up against

large corporations such as Coca Cola, Perkins and Marshall Aerospace. In 2009, Westcombe Engineering – based in Royce Road, Peterborough – was threatened with closure. The business was brought back under the control of the city council and is now a profitmaking business. Jeff Bellamy, interim managing director of Westcombe Engineering, said: "We were really pleased to be runner-up, especially when you consider the large corporations

we were up against. Westcombe adapted to a changing environment by completely revising the way it operated so that it was no longer a drain on council resources. I am delighted the work of management and staff here has been recognised.” Westcombe was set up in 1971 through the council’s health and welfare committee to create employment opportunities for individuals with disabilities, with the aim of providing them with a foundation from which to seek mainstream employment. The engineering workshop produces precision machine tool components used by a number of engineering companies, such as Perkins Engines. Pictured, from left: Zack Georgiou of JAM, which sponsored the award; Jeff Bellamy, interim MD of Westcombe Engineering; Miguel Vizinho, production manager at Westcombe Engineering; and awards compere Wendy Gibson.

ancient Chinese history and the festival is a re-enactment of a tragic event that took place more than 2,000 years ago in the kingdom of Chu. Legend has it that, falsely accused of treason and exiled by government rivals, despairing warrior poet, Qu Yuan, threw himself into the Mi Lo River. Local fishermen rowed out and tried to rescue him from vicious fish by beating the water with their paddles. But their attempts failed and every year in Hong Kong a Tuen Ng (Dragon Boat) festival is held to commemorate the tragedy. The fierce-looking dragon heads were added later to ward off evil spirits and, in Hong Kong, special dumplings are eaten to represent the food thrown into the river to distract the flesh-eating fish. According to the Chinese New Year, the dragon is all-powerful, but unpredictable, and also symbolises great success and happiness – adding a twist of folklore to this year’s race. No previous experience is required to take part in the race – and boats, qualified helms and all racing equipment are provided. Carol Lester, director of Gable Events, said: “The festival is a great chance for companies and organisations to try something completely different, promote themselves to a large local audience, network with local companies and potential clients and raise money for East Anglia’s Children’s Hospices. “It is also a fantastic team-building opportunity! We recommend teams get their entries in early to guarantee their place.” For an entry form, visit: dragonboatfestivals.co.uk/peterborough

or call Gable Events: 01780 470 718.

NEWS

FEBRUARY 2012

Google, Amazon and M&S are best hen it comes to brand favourites, the latest annual YouGov BrandIndex league table reveals that Google, Amazon and Marks & Spencer were the most highly-rated by UK consumers in 2011 – for the second year running. YouGov’s BrandIndex measures how consumers perceive brands on a daily basis, in terms of quality, value, customer satisfaction, corporate reputation, general impression and likelihood of consumers to recommend the brand. The average score across these attributes is the Index score. The time is takes to cultivate a positive image is highlighted by the fact that the 20 highest-rated brands in 2011 contain only one new entrant, with the top six being the same as 2010 – BBC, Heinz and Sony again follow the top three. Dove is a new addition to the Top 20, replacing mobile operator Nokia.

Retail sales up but problems persist eavy discounting over Christmas helped reverse the fortunes of many retailers who had faced a tough trading climate in preceding months. Figures recently released by the British Retail Consortium (BRC) show retail sales were 2.2 per cent higher on a like-for-like basis from December 2010, when sales – hit by snow – had fallen 0.3 per cent. Ellen Flood, a retail “To avoid the nation’s expert from ‘social shopping’ high streets becoming ghost search engine shopow.co.uk, towns, retailers of all sizes said: “Following a rough few will need to carry out this months on the high street, stores ended the year in a Ellen Flood. type of review to ensure they stay relevant.” much better position than Elsewhere in the BRC sales they expected – but they shouldn’t figures, non-store sales (which hold celebrations just yet. includes online) saw a sharp rise, “What we will see this year is recovering from a disappointing the evolution of the high street with November. Sales were up 18.5 per leading retailers changing their cent compared to the same time approach and, in many cases, their last year. product lines, to reflect the tastes of “The web is emerging as a key the modern shopper.

component of the retail landscape as online retail sales continue to grow. Online stores offer shoppers an incredible amount of choice, convenience and savings, and innovations such as social shopping are making the online shopping experience much more fun. “If shoppers can share their experiences, deals and reviews, they will associate Internet shopping with enjoyment and interactivity as well as ease of use.” The Shopow site is the first social shopping search engine in the UK and is powered by impartial reviews and experiences of users; allowing them to make informed choices about their purchases. The company says visibility for businesses of all sizes gives shoppers access to a greater range of retailers and products than ever before.

FEBRUARY 2012

COVER STORY

L ve letters Embrace the postman, says Philip Ricketts – there’s gold among your direct ‘junk’ mail! irect mail, whether it is addressed or unaddressed, has been the subject of media attention recently – and it has not been particularly positive. Generally, any national media coverage paints a negative picture of the direct mail industry. It tends to base its argument on the view that people don’t like it or want it. What is often lost from the news reports is that direct mail has never been more targeted and effective than it is now. Mail campaigns generate strong engagement with consumers and excellent return on investment for those who use the channel. Every year, many millions of people enjoy receiving targeted direct mail because of the vouchers, incentives and information it provides. All over the country, people have pieces of mail they have received through the post pinned to their noticeboards or stored in wallets, waiting for

Direct mail delivers £27 billion to the UK economy l There are 280,000 jobs in the UK direct mail industry l The Environment Dept’s recycling target was achieved four years ahead of schedule l

Philip Ricketts (right) is head of Door to Door Strategy, Sales and Marketing, Royal Mail.

the time to respond. Its silent efficiency and everyday practicality is sometimes forgotten and often goes unnoticed. According to research, 92 per cent of direct mail is opened and staggeringly in the last 12 months 21.9 million British adults have taken action as a result of direct mail they have received. These figures show that people actively engage with direct mail, rather than dismiss it or throw it in a bin. Out of those 21.9 million adults, 14.2 million bought something, 10.5 million used a voucher or coupon, 2.8 million tried a new product or service and three million made an enquiry by phone. In addition, return on investment from direct mail

campaigns is rising every year. For any small or large company embarking on a marketing campaign, they should look to capitalise on the amazing response rates from mailers and the high return on investment from campaigns that use direct mail. Printed communications, such as DM and door drops,

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Touching the senses In fact, mail is the only medium to provide creative possibilities to engage with consumers on all levels. It can be highly innovative as it can touch on all five senses; sight, sound, smell, touch and taste. This means marketers can be creative and guarantee stand-out with

Distributing marketing through the post to the wrong audience is the fast track to encouraging consumers to fall out of love with direct mail.

are an excellent way to secure engagement because of the physical stand-out they create. People enjoy direct mail because of its most important asset – it’s tactile. It gives consumers a physical entity that they can interact with. Also, against a backdrop of digital activity, the power of print communications in delivering stand-out cannot be underestimated.

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direct mail in a way that is not possible online. And don’t forget developments in digital print are making the personalisation of mail easier and even more targeted. It’s worth pointing out that with improvements in targeting also comes reduced waste and that less waste is not only due to better targeting, but also improved recycling rates. Continued on page 8 >

COVER STORY

FEBRUARY 2012

Continued from page 7

In 2003, Defra (Department for Environment, Food and Rural Affairs) set a target to ensure 70 per cent of all direct mail is recycled by 2013. This target was smashed four years early in 2009, with 75 per cent of direct mail being recycled. In November 2011, Defra committed the direct mail industry to a series of green targets to cut physical waste and carbon emissions over the next three years, targets it is well placed to achieve given its success to date. So, in light of these developments, should direct mail really be labelled one of the least environmentally friendly media channels? Certainly not any longer! It’s not just consumers who love direct mail – so do other media. Combining direct mail with other marketers’ channels can also significantly increase return on investment from marketing campaigns. Mail and digital now have a strong heritage, working together successfully to deliver marketing campaigns that create particularly high levels of interaction and response. For example, research from Brand Science found the online component of multimedia campaigns pay back 62 per cent more when direct mail is added to the marketing mix. The interactive post Mail is becoming increasingly interactive – something Royal Mail is committed

Ninety-two per cent of direct mail is opened l 21.9 million adults have taken action, prompted by direct mail l Of these, 14.2 million bought something l

❝ to delivering. Last year, we launched digital watermarking technology to create interactive post, uniting the power of mail and online. It enables consumers to simply scan an image in their post to be taken to a company’s online content, such as a website, video or Facebook page using a 3G phone. It allows brands to integrate their print and online material and effectively engage with consumers in real time online, without the need for barcodes or QR (‘quick response’) electronic codes. The digital watermark can be easily embedded into the existing pictures on leaflets and mailings. No special inks or changes to the printing process are required. This makes it straightforward and very cost effective. While direct mail can be used with other media in the marketing mix, to ensure a

Mail campaigns generate strong engagement with consumers and excellent return on investment for those who use the channel.

greater chance of engagement marketers need to be responsible with their data to make certain campaigns are effectively targeted. In today’s society, marketers are increasingly inundated with consumer data, whether it is through loyalty cards, CRM systems or from digital channels. If used effectively, the data provides even more possibilities to accurately target consumers, ensuring the delivery of highly tailored and relevant messages. With so many data suppression products in the marketplace and the growth of digital printing, it is now easier than ever to send accurately targeted and personalised mailers to their appropriate recipients. Distributing marketing through the post to the wrong audience is the fast track to encouraging consumers to fall out of love with direct mail. There is so much for marketers and consumers to love about direct mail. In this increasingly frantic

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digital age, direct mail creates stand-out from the crowd and gives marketers a creative and tactile way of getting the attention of consumers and encouraging them to engage, whether off or online. Consumers like receiving relevant information and offers they can refer to at their leisure. But it’s also important for us all to embrace direct mail because of its contribution to the UK economy. This media is responsible for delivering £27 billion to the economy and 280,000 jobs across the country. When people fall out of love with direct mail, it’s when it isn’t accurately targeted. Playing cupid Marketers need to continue to play cupid by making sure campaigns use reliable data to target the correct recipients. Consider this: this Valentine’s Day, would your ‘significant other’ or secret admirer prefer an email greeting instead of a nice card? The answer is simple.

FEBRUARY 2012

BUSINESS BREAK

BUSINESS BREAK An advance performance from the start hen Samantha Hale started her working career as a professional groom to a three-day Olympic event rider, her only thoughts of running where those of running around during long days supporting her rider and horses! In 1996, that changed when she moved into retail. Based in the back bedroom of her home, she formed her sports-related business, along with her husband at that time. This enterprise took off and the business moved into its first premises in 1999, a shop in Fulbridge Road, Peterborough, which was opened by Olympic hurdler, Sally Gunnell. Advance Performance was born! Managing director of the business, Samantha, takes up the story: “Having spotted a gap in the local market, the space we had in the store allowed us to offer gait analysis to athletes for the very first time. “Getting the correctly fitting running shoe is very important, so we equipped the store with treadmills and video gait analysis equipment which allowed us to find the ideal shoe for every customer.”

from all over the region, so an additional store was planned for Cambridge and began welcoming customers both old and new through its doors at Huntingdon Road in September 2007. The new venue’s opening ribbon was formally cut by international athlete Jo Pavey, Samantha added: “It was a real accolade for the quality of the service we provide that

Unique service Advance Performance continued to provide a unique service in the region as a specialist running store and its increasing popularity meant more space was needed to accommodate additional clothing lines and shoe stocks. Thus, the company relocated to Fengate’s Vitas Business Park in 2004. The larger Peterborough store was attracting customers

These premises were officially opened by Ron Hill, a veteran athlete Stores were officially and the founder of opened by athletes Ron Hill Sports and (clockwise from left) Hilly Clothing Ron Hill, Sally Gunnell and Jo Pavey. Company. someone of Jo Pavey’s ability Of that opening, Samantha agreed to open our new store said: “Everyone put in so much for us.” In November 2010, time and effort to get the new Advance Performance doubled store ready. It really was a very the size of its Peterborough store exciting time and I was thrilled by moving again – this time just Ron Hill came to officially open around the corner to Titan Drive. the new store.

Samantha Hale (above) is founder and managing director of Advance Performance, which now has stores in both Peterborough and Cambridge: www.advanceperformance.co.uk

“It was such an enjoyable day.” Fifteen years on, 16 staff are employed in Peterborough and Cambridge, many with specialist knowledge and skills. The latest move has brought along with it fresh opportunities in the guise of neighbours Greenwheel Cycles and Crightons Hydropool. Together, they form the Triathlon Centre (www.triathloncentre.co.uk), offering additional products and services to triathletes, including specialist bike fitting, coaching, advice and wetsuit testing.

Let us feature your enterprise on our Business Break page. Email your details to: info@businessscene.co.uk

LEGAL EAGLES

FEBRUARY 2012

LEGAL EAGLES Protest over Internet name game has begun! piracy bill B nline encyclopaedia, Wikipedia, blacked out its English language website for 24 hours last month in a protest over proposed US laws, which aim to stop online piracy. Jimmy Wales, Wikipedia founder, said the rule would set a precedent of web censorship. Within hours, a petition opposing the bill garnered more than four million signatures and Senate support for the proposed law waned. The bill, the Stop Online Piracy Act (SOPA) – also called the Protect Intellectual Property Act (PIPA) – had been hailed by media, pharmaceutical firms and many industry groups, who said it would curb the piracy that costs them $billions a year. The bill – if passed – would shut down websites that traffic in stolen content or counterfeit goods and those streaming copyrighted content without permission could be jailed.

usinesses, charities, communities and other legal entities need to act fast to avoid missing out on the Internet domain name revolution, warns domain name management specialists, NetNames. Since last month, ICANN (Internet Corporation for Assigned Names and Numbers), the body that regulates Internet naming conventions, has been open to applications to operate almost any characters after the ‘dot’. This means conventional domain extensions such as .com, .org or .net can be replaced by almost anything from .dog, .london, .gaga and .football to .housesales or even .missiontomars. Stéphane Van Gelder, head of domain operations at NetNames and chairman of ICANN’s Generic Names Supporting Organisation, explained: “People need to get

extension for a their applications in minimum of ten years quickly to avoid but, for many, the missing the investment costs will opportunity to own be a small price to and operate this key pay compared to the piece of Internet business benefits infrastructure for gained.” The new their own marketing, .gTLD domain change risk reduction and will provide legitimate business benefit.” Stéphane van Gelder. companies and interest But the clock is groups with ownership and ticking around the world – the control of a key piece of window to apply for a new Internet infrastructure for their gTLD (generic Top Level online brand strategy. It also Domain) extension is open provides brand security and until April 12 and may be the protection and prevents any only opportunity to do so. third parties registering And there is also a hefty domain names under the price tag. The application fee extension; while increased alone set by ICANN is $185,000 online visibility can be used to and the effort and time create networks of interest, involved in preparing and leveraging brand equity with defending the application suppliers, resellers and through to a successful partner networks. conclusion should not NetNames – which has be underestimated. offices in Cambridge – has set Van Gelder added: “The up the website www.gtld.com successful applicant will be required to operate its Internet giving more information.

The real value of advice t sometimes amazes me when I talk to businessmen about their ‘planning’ just how polarised the views are. Broadly speaking they fall into four camps: 1. I don’t need advice I just need to get on with the day job – These are the people who are doing the same thing again and again, often making mistakes they don’t learn from. These guys aren’t necessarily unsuccessful, but the long-term planning they need for sustained success is usually missing from their armoury. 2. Advice? Just an unnecessary expense – A bit of an old-school attitude these days, but these guys will have an accountant, bank manager, financial advisor, solicitor and web designer,

doing what they are told for a fee, never offering input or opinions, just standing on the sidelines looking in. 3. I’m too small for anyone to be bothered with me – This is probably the attitude I see most often, people with successful businesses, but who lack the confidence to ask for help and guidance. This is often because they are scared to ask a silly question or because they feel their business lacks clout. These are the people who could benefit most from trusting in good quality advice. 4. Advice – yes please! I can’t know everything – Always a refreshing attitude, these businesses embrace the need for outside expertise and view their advisors as part of the team.

Financial expertise from Nick Ash.

This view is becoming more prevalent among businessmen who are battling their way through difficult times. Hopefully, you will recognise yourself in one of the camps, but whichever you fall into, you should bear in mind the following: Good advice should be an investment, it should make or save you more than it costs, if you can’t measure it, think twice. Surround yourself with a circle of people you trust and get them to talk to each other. If you are unhappy with the thought of

your bank manager talking to your financial advisor or your accountant to your lawyer, then you have the wrong people working with you. Advice works best when everyone is pulling in the same direction. If you take your time and choose wisely, you and your advisors will successfully chart your way through these interesting times.

Nick Ash is director, will and probate services, Tancreds. Email: nick.ash@tancreds.co.uk or call: 01778 341490. Details here: www.tancreds.co.uk

FEBRUARY 2012 LEGAL EAGLES

Telecoms ‘rollover ban’ will benefit smaller firms Now companies need to help energy regulator Ofgem to drive change, too, says business savings expert.

mall businesses have gained greater freedom and flexibility in their choice of telecoms contracts, thanks to Ofcom’s ‘rollover ban’ which came into effect at the beginning of the year. The regulator’s ban means that businesses will no longer be automatically renewed into a new contract before their old one expires and can shop around for a better deal in a timeframe to suit them, without fear of being penalised. Jonathan Elliott, managing

director of business savings expert, Make It Cheaper, said: “Anything that makes it easier to switch means that more people will be prepared to give it a go. “This encourages competition and should lead to suppliers keeping a lid on prices as well as focusing more on customer service as they try to reduce churn. “Research that we recently commissioned shows more than half of businesses now regularly review their phone

contracts, so there’s clearly room for improvement. “The average saving made by switching is around 30 per cent and current deals include things like free broadband for a year and unlimited call bundles, so every business should at least have a look to see if there’s a better option at the end of their contract. “By banning rollovers, Ofcom has made this process much less hassle for busy businesses.”

Do your paperwork, taxman warns H M Revenue & Customs (HMRC) is threatening thousands of small businesses with fines if they fail spot checks on their paperwork. The crackdown comes despite a Government pledge to cut red tape and regulation for small businesses. Companies that are found to have failed to keep or preserve records ‘in real time’ can be fined up to £3,000. Some 20,000 small businesses will face demands to show receipts for income and

expenditure. Those who are unable to do so will face penalties, which business leaders warn could push some into bankruptcy and hit the economic recovery. Lee Perkins, MD of software vendor Sage’s small business division, says the Business Records Checks initiative pours pressure on the small business community at a time when many are having to take pay cuts to secure the future of their companies. “The actions of HMRC

are in direct contrast to the Government’s stated commitment to support UK SMEs by cutting red tape. It is unacceptable that HMRC will continue to push ahead with the programme until at least the end of the financial year,” he adds. “If small businesses are indeed the engine room to drive the UK’s economic recovery, they must be provided with conditions for growth, rather than increased regulation and costly bureaucratic processes.”

Energy campaign Make It Jonathan Elliott. Cheaper is currently leading a campaign to ban energy companies’ ‘rollover trap’, which it describes as ‘frustrating and expensive’. The company believes simple alterations, such as having contract end dates clearly printed on bills and renewal letters sent by recorded delivery would have a massive impact on the number of businesses falling foul of the renewals policy and failing to make a switch in time to save money. The company website reports: “If (like 94 per cent of businesses we asked) you’d like to see these measures put into practice then now’s the time to act. Ofgem, the energy industry regulator, is urging businesses to comment on its proposals to make energy contracts fair and easy to understand.” Makeitcheaper.com suggests supporters of the ban copy and paste a template letter into an email to rmr@ofgem.gov.uk (before the deadline of Feb 15).

MOTORING

FEBRUARY 2012

DRIVE So stylish and granting a near spiritual sensation at full speed: The new Bentley Continental GT.

Looking for comfort and eye-candy behind the wheel? Bentley delivers f luxury and image really crank your engine, the latest Bentley Continental GT will set you back £135,760. The four-seat coupe builds on the success of its iconic predecessor, capturing that GT spirit, but with even higher standards of design, engineering, luxury, craftsmanship, dynamic performance, everyday Fast facts practicality and refinement. mph On the outside, the l Max speed: 198 beautifully sculptured body s sec l 0-62 mph: 4.6 gives the car an even crisper, 1 17. g: l Combined mp more defined appearance. urbo W12 petrol n-t twi l Engine: 6-litre Inside, the contemporary p): 567 at 6000 rpm l Max power (bh cabin offers fresh levels of : 516 at 1700 rpm /ft) l Max torque (Ib comfort and eye-candy. The 2 m l CO : 384 g/k seats, for example, provide 5,760 on the road greater support and rear l Priced from: £13 leg-room and a sweeping dashboard offers powertrain delivers 567 bhp and double-helpings of style and modernity. 516 lb ft of torque. This is mated to an Under the bonnet, the car’s 6-litre, innovative Quickshift transmission 12-cylinder, twin-turbo-charged

which enables double downshifts (sixth to fourth gear, for example) and improves acceleration across the entire gear range. The result is that the Bentley propels you from 0-62 mph in 4.6 seconds and, where legal, up to nearly 200 mph. It really is quite staggering and no words

FEBRUARY 2012 MOTORING

Tim Barnes-Clay

otoring correspondent TIM BARNES-CLAY tries out the latest Bentley Continental GT.

Automotive opulence

Pros ’n’ cons Luxury √ Power √ l Image √ l Expense X

can describe the adrenaline rush. The Bentley Continental GT coupe is worth every penny for this near spiritual sensation alone. What’s more, the engine is coupled to an all-wheel drive system with a sporty 40:60 rear-torque bias (compared with 50:50 of the original Continental GT), minimising understeer during hard cornering and allowing

you, if you feel confident enough, to control the car’s line and balance via precise throttle control. In my opinion, the new Continental GT offers superb everyday usability with remarkable levels of finesse and pace; even at warp speed the Bentley is hushed and tranquil. It owes this to advanced noise-suppression technology which includes

acoustic glazing, under-floor shields and hidden anti-vibration panels. I don’t need to tell you that Bentley is a legend, so why not continue to make history with the brand? Money is, unsurprisingly, the only obstacle for most people, but if you are one of the lucky few who are doing well and whose business has perhaps just won a juicy new

contract, indulge yourself! Of course, if you can’t afford new, save up and go second-hand – the Continental GT will still look the business many years from now.

CLICKS&MORTAR

FEBRUARY 2012

CLICKS&MORTAR Housing: the right sites are crucial dentification of the right sites and the ability to quickly convert them into housing will be crucial to fulfilling the Government’s aim for boosting housing and home ownership. So says a new homes expert at Peterborough property consultancy, Carter Jonas. The comment comes after the Government unveiled its latest housing strategy and acknowledged that, when the housing market grinds to a halt, the effect ricochets around the economy – affecting all trades and supporting businesses that depend on a vibrant market. In the strategy, a £400million fund was allocated to kick-start building and to unlock the mortgage market, with targeted help for first-time buyers. While welcoming the

Government’s announcement and agreeing that building more homes will help create jobs, Carter Jonas’ specialists say, in this region, the identification of the right sites is crucial. Partner Michael Hudson believes proximity to London and a favourable price comparison with other commuter locations are key for new homes markets in and around Peterborough. And he believes this area’s appeal will only strengthen in the future if the right sites are identified. He said: “On the sales side, senior associate Zoe Davies and her colleagues confirm there is always strong interest in any new homes development launched for sale in our patch, and this interest has been maintained through the toughest

of markets. On my side of the business, developers’ interest in the area has been sustained Michael Hudson. throughout this time, too, and many are actively returning to the land market to seek suitable sites. “To meet the Government’s hopes for the housing market, it’s important a policy context is created – locally and nationally – to bring forward the right sites in the right locations with the right product and mix of homes, to have a package in which developers and housebuyers have confidence. “On a business level, it is the developers who are the real experts at knowing what their customers want and what the market will bear at any time.”

Banking on first-time buyers loyds TSB and Peterborough City Council have teamed up to help first-time buyers secure a home with a deposit of just five per cent. Most lenders require some 25 per cent. Bank branches in the city centre, Bretton, Fletton and Millfield are now offering the Local Authority Mortgage Scheme, known as Local Lend a Hand. The move is in response to calls for innovation in the first-time buyer market. Council Leader Councillor Marco Cereste, said: “We want to help first-time buyers onto the housing ladder, which will help stimulate the local housing market and boost Peterborough’s economy.”

FEBRUARY 2012 CLICKS&MORTAR

Cross the Facebook marketing frontier! very business wants to make its brand famous to increase sales and there are a lot of marketing options available. But marketing is not an easy task and requires a certain amount of expertise. The latest trend in marketing is to use social networking sites – and the most preferred and popular site is Facebook.

IT expertise by Stan Nyokas Did you know Facebook is the second largest search engine after Google, according to Alexia.com – a major analytics company? The huge number of people visiting Facebook every day is evidence of its popularity, with each visitor spending more than 30 minutes per visit each day. Today, Facebook has some 800,000,000 subscribers worldwide. This popularity is prompting companies to choose Facebook marketing to drive their businesses. Undeniably, Facebook has one of the best ads network in the world. It is the only place where a company can reach a targeted audience of 10,000 potential customers for £5. If you know of another social network that will get you this value for money, please contact us! But most companies today

are not taking full advantage of this platform, because they have no real strategy behind their presence on Facebook. For a business to make best use of social media, you should link your Facebook, Twitter, LinkedIn and Google+ accounts together. So, when you post a message via one platform, all of them are updated automatically. Customers and prospects are drawn to your Facebook pages to retrieve coupons, discounts and offers, driving repeat traffic (and business) to your page. The use of Facebook marketing is popular, but choose a competent marketing company to assist your business in increasing profit via social network marketing. These are the qualities to look for in a Facebook marketing company: Skill – Your company should be able to help you create a great fan page that will help rack up ‘likes’ and connect customers. It should direct you on how to email your Facebook page link to customers and prospects with incentives to ‘like’ your page. You should also promote your Facebook page on your website, blog, via LinkedIn, Google+ and offline.

l Tactics, tools, experience – Get a clear idea about the various tactics and tools the marketing company uses, and find out how it deals with specific situations. This will help you to differentiate an effective marketing company from an ineffective one. l Reliability – The level of success your business achieves will depend a lot on the Facebook marketing company you associate with. Look for a company that has a physical address and can display plenty of experience to determine its reliability.

Stanislas Nyokas is founder of iTotalMarketing, Peterscourt, City Road, Peterborough. Call 01733 294551. www.itotalmarketing.co.uk

Working at height and from ladders Health and safety expert Colin Nottage has some practical advice very year, more than 4,000 people are seriously injured when falling from a height. People think of working at height as working from scaffolding, mobile elevated work platforms or cherry pickers. Regulations used to describe working at more than two metres as ‘working at height’, but it has been shown that the majority of accidents actually happen when working under two metres. There are some clear and simple guidelines to follow if you are considering working at height, called the ‘hierarchy of control’: Firstly, avoid working at height wherever possible. If this is not possible, prevent falls from height and, failing that, reduce the consequences of a fall. If you can’t avoid working at height, then always ensure the following: l All work at height is properly planned and organised l Those involved in work at height are competent l The risks from work at height are assessed and appropriate work equipment is selected/used l The risks of working on or near fragile surfaces are properly managed l The equipment used for work at height is properly inspected and maintained. Working from a ladder is not ideal and ladders should be used for access rather than a working platform. Also, keep the time to a minimum (no more than 30 minutes), do not carry a heavy load (more than 10kg) and keep three points of contact (usually two feet and a hand).

On a ladder/stepladder, do not: l Overload it. The person and anything they are taking up should not exceed the highest load stated on the ladder; l Overreach. Keep your belt buckle (navel) inside the stiles and both feet on the same rung throughout the task. If you undertake work that could pose a risk, you need to make your employees more aware of the hazards they face. Complete a ‘toolbox talk’ on working at height. Chat about possible ways the work could be completed without climbing. I like to start my training sessions with simple questions: Ask the team if, when they walked into the office, they thought about climbing up onto the table and walking up and down it before they sat down. I bet they would answer: “Of course not!” Tell them it is height that causes most serious injury and death. Get them to think about their place of work and the jobs they do. Are there any areas where they may climb up two or three feet? Don’t tell them they can’t do it, but challenge them to consider the risks of the task, get them to think about how it can be completed more safely and try to put some better controls in place. The HSE has been running a campaign for a few years called Shattered Lives, because people keep having fatal accidents. Think about your workplace, think about your employees and think about their families. For guidelines on working at height, contact me – details below.

With a background in engineering and manufacturing, Colin Nottage runs Stamford and Bristol-based consultancy Safety Horizon. Email him: colin.nottage@safetyhorizon.com or call Freephone 0845 689 0075. Find out more, here: www.safetyhorizon.com

Why you need to rewrite your 2012 marketing budget 2012 is going to be a testing year for local businesses. While the effects of the ongoing economic crisis reverberate around us, it has never been more important to focus all your business effort on return on investment (ROI). So, what if we told you your marketing plan is out of date and not focused on ROI? In times like these, it could be a very big mistake. While all forms of marketing still have a part to play in the mix, it is digital marketing that is winning the biggest share gains of budgets at present. And for one very good reason â&#x20AC;&#x201C; because it offers the most measurable results: done correctly, it offers the best ROI in tough times. Market Deeping-based Zazzle Media is fast gaining recognition as one of the very best SEO and social media marketing specialists in the UK and we have several great case studies we can share to prove the point.

Data-led approach for greater ROI We follow a data-led approach to either sell you more products or generate you more leads via your own site and/or your social media activity. Our approach can show you the value of being in those top positions in search and what it will take to get there, while we can also explain how to grow your social audiences with ease. We work with businesses large and small â&#x20AC;&#x201C; from local companies to national giants and we promise to change your perception of SEO and digital marketing forever.

FREE audit For a free audit of your website and online activity, or simply to chat about any current issues you may have, call us today on: 01778 382713 and speak to our MD Simon Penson, or email: simon.penson@zazzlemedia.co.uk.

WORKFORCE

FEBRUARY 2012

WORKFORCE Extra role for Indesit MD ohn Morrissey (pictured), managing director for Peterborough-based Indesit Company, has taken on an additional role as chairman of AMDEA (amdea.org.uk – the Association of Manufacturers of Domestic Appliances), the trade association for the UK domestic appliance industry. He said: “AMDEA represents domestic appliance manufacturers, distributors and importers in the UK in areas such as energy consumption, appliance design and safety. I am delighted to be taking on this role and looking forward to helping shape this agenda on a UK and European platform.”

Business chiefs ‘zone out’ in ‘bored’ meetings t takes just 17 minutes for half of those attending boardroom meetings to start daydreaming, new research shows. Overlong PowerPoint presentations are often blamed, with more than one in ten admitting to nodding off during a ‘dull’ presentation. Meetings with unfocused agendas and inter-departmental bickering are also likely to send participants into a stupor. One in ten try to leave tiresome meetings early, the study by the Anti-PowerPoint Party (APPP: anti-powerpointparty.com) shows. Party founder, communication coach Matthias Poehm, says the findings are a ‘wake-up call’ for

British businesses. He said: “The results show that, in the majority of cases, meetings don’t fulfill what one expects. This is because they over-run, lose focus and put too much emphasis on tools such as PowerPoint, which often simply bombard people with results until their attention switches off. “Every minute wasted through bad and boring meetings is money lost.” According to the survey, released to mark the publication of Poehm’s new book, The PowerPoint Fallacy, the average businessman spends six hours and 38 minutes in meetings each week. Over the course of a

Right: Author Matthias Poehm.

year that equates to 306 hours and 24 minutes in meetings – or roughly 38 working days. Poehm added: “There are many tricks to giving a great presentation. One simple remedy is to replace PowerPoint by a flip-chart. Research by the APPP has shown that, in 95 per cent of cases, people are more eager to follow that.” The APPP was established by Poehm last year, with the goal of rendering people attentive to the more powerful way of presenting without PowerPoint.

FEBRUARY 2012

WORKFORCE

Plans to scrap school work Should you hire an apprentice? experience slated W G overnment proposals to ditch mandatory school work experience placements have been criticised by the UK’s Forum of Private Business. The Department for Education is currently consulting on plans to remove the statutory requirement for Key Stage 4 (14-16-year-olds) pupils to complete at least two weeks of work experience. But the Forum, a not-for-profit support group, has written to the education secretary saying that, far from removing the current provision, the Government should be looking at expanding work experience placements to further ready youngsters on the brink of starting their working lives. The Forum’s head of Campaigns, Jane Bennett, said: “We believe work experience is vital in helping to prepare young people for the world of work. “There’s no better place than a proper working environment to test out a career choice and it’s by far the best arena for young adults to learn the skills so critical to success. If small businesses in the private sector are to lead job creation and tackle unemployment, they need a better labour force that includes young, ambitious and talented individuals who know

what it takes to thrive in the workplace. Our research shows our members Jane Bennett. already believe young people in the UK are largely unprepared for the workplace. New starters frequently arrive with few or no basic skills, and need guidance on even simple things such as appropriate dress code and punctuality; the very basics of a work ethic. “Business owners also frequently point out that young people are taught no first aid or health and safety skills and, together, these types of inadequacies make them very resource intensive.” She said youngsters’ poor attitude has also been cited as a common problem, with many new starters unwilling to work unsocial hours, get up early, or do menial tasks they believe to be beneath them. “Quite frankly, we need more work experience, not less, to help break down these types of immature mindsets and attitudes. It’s hard to see how any plan to reduce work experience for school pupils fits with Government pledges to significantly increase the number of apprenticeships.”

e’re thinking of following Sir Alan Sugar’s lead and taking on an apprentice. We trust our recruiting process will not prove quite as daunting for our candidates as TV’s popular The Apprentice programme! Last November, the Government announced a new incentive scheme aiming to encourage smaller firms of up to 50 employees to take on a young apprentice aged between 16 and 24. Details on how this is going to work are currently being developed and, hopefully, will be announced soon. However, I understand that from April 2012, a payment of £1,500 will be available to small firms in all industries and for apprentices at all levels.

HR expertise from David Neal The Government also announced a subsidy of £2,275 would be made available to small employers who take on a jobless 18-24-year-old for a period of six months. This subsidy will support work and training placements. The National Minimum Wage for apprentices is currently £2.60 per hour spent working or training as part of the apprenticeship. This applies to all apprentices under the age of 19 and to those 19 or above in their first year of apprenticeship. An apprenticeship scheme seems to offer a ’win-win’ situation in that all parties appear to benefit. A young person can be given the opportunity to work within an

environment, in which he or she can gain invaluable practical and social skills, achieve nationally recognised qualifications and be paid. All this bodes well for that young person entering sustainable employment in future.

What of the employer? Apprentices, by the very nature of their commitment to the whole process, are keen, motivated and flexible in their approach. They are there because they want to be and this in itself can prove highly beneficial to the host company. Taking on an apprentice can be more cost-effective than hiring skilled staff, in both the short and long term. They learn the specific, often specialist skills required by your particular business and are soon in a position to deliver real value to your bottom line. Since the apprenticeship scheme is producing your skilled workers of the future, training and recruitment costs can also be significantly reduced. I filled out an online form on the apprenticeships website (www.apprenticeships.org.uk or call: 0800 150 600) and was given details of my local training establishment. I’ll let you know how we get on. David Neal is director, Cirrus: human resources software and services specialists.

SKILLSET

FEBRUARY 2012

SKILLSET Get the basics right, then create ‘buzz’ mall businesses should not be seduced by the hype surrounding social media, as they may risk alienating customers. Too many SMEs are investing in social interaction techniques consumers do not want, rather than focusing on getting

the basics right. So says communications expert Pitney Bowes, which reveals that social media inspires loyalty in just 18 per cent of customers, rising to 25 per cent for larger businesses. Personalised web pages can also be ineffective at engaging

with consumers (say 14 per cent polled). Preferrable are small companies offering good service and ease of communication, rather than social media interaction, such as an effective way to contact the company (46 per cent); home delivery (45 per

Enhance your skills to maximise job opportunities igures released by the Office for National Statistics show unemployment has risen once again: there are now 2.68million jobless, up 118,000 on the quarter. City-based recruiter, Anne Corder, said: “The figures reflect what we and other recruiters are finding: new jobs are being created in the private sector, but not in sufficient numbers to compensate for those being

shed, particularly in the public sector. So, while there are opportunities for job seekers, there aren’t enough. “That said, some sectors are bucking the trend. There is a demand for office professionals, those with IT skills and in engineering. “While I’m not suggesting job seekers should opt for a wholesale career change, a

degree of flexibility – enhancing skills or considering a Anne different sector Corder. – could open up opportunities. “Unfortunately, forecasts suggest the downward trend will continue during the first half of this year before stabilising, so determination will be required to help secure the right role.”

cent); and a say in product ranges (45 per cent). The results highlight the Above: Phil importance of Hutchison. establishing the basics before moving on to techniques that deepen customer involvement and a social relationship. Phil Hutchison, tactical marketing director at Pitney Bowes, said: “Social media can be an effective tool for small companies, but it’s a question of priority. Used in isolation, with a lack of understanding and given greater precedence over customer service initiatives, it can seem inconsequential. “What we’re urging SMEs to do is get the basics right and then create a buzz.”

FEBRUARY 2012

SKILLSET

Joining the e-sales revolution! If you are not already using social media to promote your business, Sean McPheat has how-to tips. ver the past few years, social media has taken over the sales and marketing arena in a big way. The days of the mighty ‘cold call’ are fading away fast, because the modern buyer simply doesn’t want to be sold to. The Internet has become the buyer’s best friend; it can find out all about you and your business, research your competitors and gain recommendations from their friends online about which companies they should engage with – all with a few mouse clicks. It may be frightening to realise how much control the buyer now has over the traditional sales process, so what can you do to redress this balance of power? By learning how to use the Internet and social media, you can generate leads and boost sales – you just need to know how.

Facebook: talk to the wall When you consider that there are more than 800 million people on Facebook, who spend some 500 billion minutes on the site each month and share 30 billion pieces of content during this time, it’s not hard to see the potential Facebook has for lead generation.

1. Creating a Facebook Fan Page (for free) provides your company with a consistent platform where you can create a conversation, and have an on-going interaction with subscribers – who are already interested in you, your company or your products and services. 2. Facebook is far less corporate than any of the other social media sites, so you need to remember to keep things ‘human’. Posting pictures of new products and keeping them updated with items of interest encourage feedback and comment and are the best ways to engage with your fans on Facebook: they choose to become your ‘friend’ and they expect a more human tone around your input than on other sites. 3. Facebook is great for running promotions which encourage people to engage with your fan page and offer your connections on the site a special offer or a ‘freebie’ which they wouldn’t get otherwise. This allows you to drum up extra hype about an aspect of your business you want to promote, as well as giving fans a reward to keep them interested.

Tweet right There are some 200 million users on Twitter. Are you using it as a the powerful business tool it is? 4. Use Twitter to provide a solid ‘fan base’ for your company by creating a buzz around your products/services and building a recognisable business brand. 5. Be active, but don’t drown your followers. The more active you are, the more followers you’ll get, and if people can see you offer value to discussions on subject matters that interest them, they are much more likely to engage with you than if you are simply spamming them with content. 6. Use Twitter to generate discussion: ask questions, make slightly controversial posts, ask for opinions – you’ll be surprised at the response you get. LinkedIn: Be on it LinkedIn is the biggest and best decision-maker search engine out there, and you can use this platform to network and connect with thousands of potential clients. 7. Create a professional-looking

Win some Olympic results unning your own business can sometimes feel like you are training to run in the Olympics! You start with passion and enthusiasm and then, generally, problems arise: you become overwhelmed with ideas and information; you need to learn new business and marketing skills; and you

Skills expertise with David Grundy

need to find time to spend on your business, rather than in it. What can we learn from our Olympic athletes? Try these ideas: have a written action plan/diary date and stick to it; commit 100 per cent to your goal; identify/monitor your competitor’s performance and achievements; measure and develop your own business skills and performance; manage time, all the time; make time for fun as a

reward; and use a support team! 1. Identify two or three key goals to take your business forward with a significant return and focus on them. 2. Update your customer database. Whenever you have contact with a customer, make sure you get enough details to keep in touch. Give them something in return. You could have a free monthly draw, perhaps. 3. Remember ideas that have worked in the past – a seminar, a special offer, alliances, business networking. You’ll be amazed

Sean McPheat (left) is managing director of MTD Sales Training. His latest book, ‘eselling – How to use the internet & social media for prospecting, personal branding, networking and for engaging the c-suite decision maker’ is an Amazon bestseller. profile for key figures in your company, then link them together using a Company Page. This will give you a great presence on LinkedIn so prospects can find your products and services. 8. LinkedIn is now considered an authority site by most search engines and, when your potential clients go looking for your company, they’re as likely to find your LinkedIn profile as they are to find your company website. So do yourself justice. 9. Use LinkedIn to connect with key decision-makers. Join LinkedIn groups that your prospects are members of and spark genuine discussion with them through this platform. LinkedIn enables you to build good social relationships, to be turned into valuable leads. 10. Share your content via your own profile and in your groups and send direct InMail to selected connections. This helps distribute your blog posts, white papers and free reports on a grand scale: those who like your content can leave comments and share it with their connections, too. At the end of each day, you should play back the tapes of your performance. The results should either applaud you or prod you. – Jim Rohn, self-help guru/author. what you have forgotten that worked well. 4. Think about where you want to go with your business and what’s holding you back. What do you want to accomplish? 5. Key Events in 2012: It’s not just the Olympics, it’s The Queen’s Diamond Jubilee. What other key events are happening near you? If you are ambitious and keen to grow your business, make it happen. Come on Team GB!

David Grundy is managing director of Tuit Achievements and offers a free 30-minute taster session. Email: david@tuitachievements.com or telephone: O1733 210464 or 07894 705293. Twitter: tuitdoit Facebook david@tuitachievements Web: www.tuitachievements.com

TRAVEL

FEBRUARY 2012

OFF DUTY Enjoy a stay-cation! There’s plenty on the agenda in the UK before the Olympics ow the Christmas and N New Year celebrations are over, many of us are

Cheltenham Gold Cup: March heltenham Racecourse, the home of National Hunt C Racing, plays host to the world’s steeplechase elite during its annual National Hunt Festival, which is held in March. Running over four days in 2012, the Cheltenham Gold Cup is, of course, the jewel in the festival’s crown. Attracting horses, trainers and jockeys from all over Britain, Ireland and France, an exciting international flavour permeates the elegant spa

town of Cheltenham for the duration of the event. Included in the price of a Cheltenham Gold Cup Package are: l Two or three nights’ accommodation in a hotel of your choice. l Full English breakfasts. l Best Mate Enclosure admission to Cheltenham National Hunt Festival on Thursday and Friday. l Return coach travel between your hotel and Cheltenham Racecourse.

WWE at The O2: April he ever-popular World Wrestling Entertainment (WWE) franchise is the world’s premier wrestling division. Producing former international superstar wrestlers such as The Rock and Hulk Hogan, WWE will once again

tour the UK and will return to The O2 in April. Expect to see the likes of John Cena, Randy Orton, CM Punk, Mark Henry, Alberto Del Rio, Sheamus, The Miz, Christian, Kelly Kelly, and Alicia Fox. Line-up is subject to change. The Raw show is on April 16 and Smackdown on Tuesday April 17 at The O2. Book a trip to WWE at The O2, with tickets to WWE at The O2 and your hotel included in the price. Left: Brodus Clay and Curt Hawkins get to grips. Above, the fearsome Brodus Clay.

feeling a little flat and, with months to go before our summer holidays, need a pick-me-up. What better way to have something to look forward to, than to book a break to watch your sporting heroes in the flesh. Combine a hotel break with a sporting event – and if your ‘significant other’ isn’t particularly sporty, make sure the hotel has a spa, golf course or other diversions to keep him or her happy! Whatever your sporting passion, tickets to some of the hottest sport events across the UK are available. Whether you’re into tennis or darts, wrestling or racing there is a spectacular array of sports tickets and

hotel packages to create that once-in-a-lifetime break. Sports tickets and hotel packages provide an ideal gift for a friend or family member or just an exciting treat for yourself. Recently, the selection of great sports events tickets has included Ladies Day at Royal Ascot, the British Grand Prix, Wimbledon and Top Gear Live. Plus, for sports tickets in London, you can attend some outstanding performances at The O2 throughout the year, with past events including WWE Raw and the ATP Tennis World Tour Finals. Book one of these sports tickets and hotel packages and soak up the live atmosphere to experience the excitement and adrenaline first-hand. Here’s a selection.

Premier League Darts: May ollowing the success of the Premier League Darts at F The O2 in 2010 and 2011, the competition is returning for a third year. The event at The O2 sees the world’s top eight players compete for the prize of £125,000. The field of eight players is confirmed at the beginning of the year, following the Ladbrokes World Darts Championship, with the top four players from the Professional Darts Corporation Order of Merit

joined by four wildcards. The eight will play each other across 15 successive Thursdays from February to May, in venues throughout the UK and Ireland, with the top four players heading to The O2 to compete in the play-offs. Currently, the Professional Darts Corporation’s top four players are: Phil Taylor, Adrian Lewis, James Wade and Gary Anderson. Your package includes second price lower tier tickets for Premier League Darts at The O2 plus overnight accommodation in your choice of hotels.

FEBRUARY 2012 TRAVEL

Travel correspondent JANE PRICE presents a calendar of ideas for sporting fun, to be enjoyed prior to this summer’s Olympics.

Sporting breaks breaks Sporting

Royal Ascot Ladies Day: June

The British Grand Prix: July

ith £180 million redevelopment works having been completed at Ascot Racecourse, the Royal Ascot Meeting is now more splendid than ever. Glamorous fashion and high stakes add to the atmosphere of Britain’s most popular race meeting, where the £2.5 million in prize money guarantees the very best of flat racing action.

he British Grand Prix is one of the finest races in the T Formula 1 calendar.

Notwithstanding the excellent racing, the highlight of each day at Royal Ascot is the eagerly anticipated Royal Procession when, at 2pm, the Royal Party enters the Golden Gates and drives up the course in their splendid horse-drawn carriages. Included in the Royal Ascot Ladies Day package: l One or two nights’ accommodation in a room with private facilities at the three-star Jury’s Inn at London Heathrow. l Continental breakfasts. l All-day visit to Ladies’ Day at Royal Ascot, including a Silver Ring ticket. l Return coach travel between your hotel and the races.

Silverstone is among the fastest circuits in the world, where speeds surpassing 180mph are not unheard of and corners are taken at

a truly breathtaking pace. Included in the price of the British Grand Prix Two Day Entry package are: l Two nights’ accommodation in a room with private facilities at a hotel of your choice. l Continental breakfasts. l Two all-day visits to the British Grand Prix on Saturday and Sunday, including general admission tickets. l Return coach travel between your hotel and Silverstone.

Michael Schumacher on his way to ninth place, British Grand Prix, Silverstone, July 10, 2011.

or details of the breaks featured here, contact: Jane Price at Hays Travel.

Tel: 08000 141 833 or 01733 808330. Email: jane.price@hays-travel.co.uk

or visit the web page: www.hays-travel.co.uk/janeprice

DIARY DATES

FEBRUARY 2012

DIARY DATES February 9 Peterborough, Lynch Wood, Media Matters agency. Online Marketing Bootcamp.Find out more about whether improved online marketing expertise can profit your business. Email Karen McNulty to book your place at this ‘bootcamp’: karen@mediamatterspr.co.uk or tel: 01733 371363. February 9 (12.15pm onwards) Huntingdon Racecourse, The Gifford Suite. Business networking event sponsored by the Flex-Able Group – see story, right. February 15 Stamford, The Crown Hotel, All Saints’ Place (8.30am10.30am). Twitter for Business – eBiz byte seminar. 200 million people are on Twitter – all potential customers! According to research, most Twitter users will buy from the brands they are following, so it makes sense to find out how to Twitter effectively. This free breakfast seminar will unravel Twitter terminology and show delegates how to increase awareness of their brand via a Twitter account. Hosted by Lincolnshire Chamber of Commerce & Industry, details are available here: Charlotte Robson, tel: 01522 523333 or email: charlotte.robson@lincs-chamber.co.uk

February 23 Peterborough, Thorpe Wood, Holiday Inn West. Just a few tickets are left for the fundraising gala, black-tie dinner and auction. It is organised by the Peterborough Business Support Group for the NSPCC, with guest speaker, city-born Formula One presenter Jake Humphrey (above). Email: carol@tme.uk.com (tickets £60 each, including champagne reception and three-course meal). February 22 and 29 Lincoln, Outer Circle Road, Commerce House (8.30-4pm). Web Development, two-day workshop by Lincolnshire Chamber of Commerce. Free but call to check regional eligibility criteria, tel: 01522 523333 or email: charlotte.robson@lincs-chamber.co.uk March 5 Peterborough, Stilton, The Bell Inn. ‘Business Builder’ evening (6pm-9pm), entitled: 7 Keys To P.E.R.F.E.C.T. Communication. Another evening is being held on April 17, same venue – ‘Ideas Factory’. Find out more from The Business Club – tel: 01733 513003 or visit: the-businessclub.org

Network and meet business contacts in a day at the races ll the fun of a race meeting will combine with a chance to do business when a network event is staged at a regional racecourse. The Flex-Able Group – which is based in St Ives – is using a forthcoming race day at Huntingdon Racecourse to bring businesses together, to promote opportunities to work together locally. The family-owned B2B group is sponsoring the special business networking event on Thursday February 9, aiming to attract businesspeople from a range of industry sectors across Cambridgeshire. The afternoon of informal networking and socialising will take place in the racecourse’s Gifford Suite. Speaking ahead of the event, Richard Vanbergen, Flex-Able Group managing

Richard Vanbergen (below) says this popular event will bring together executives from across the region. director, said: “We sponsored a similar event last November, which more than 50 local companies attended, and it was something we decided we wanted to do again. “We hope it will put a real emphasis on working together locally, whether that is in terms of a company’s supply chain or making referrals. “There is a wealth of business expertise and

An energising breakfast! ocal businesses are being invited to attend an energy efficiency-awareness breakfast at Peterborough Town Hall on Friday March 9. The Carbon Trust is an independent, not-for-profit company set up by the Government, with support from business, to take the lead on low carbon technologies (carbontrust.co.uk). In partnership with the city council, it will deliver the workshop focusing on energy management to support small and medium-sized firms wishing to reduce energy and save money. Charlotte Palmer, Climate Change Team manager for Peterborough City Council, said: “The event is designed to empower SMEs with the knowledge necessary to identify and implement initiatives to save energy and therefore money. Individual organisations will have

the opportunity to talk to the Carbon Trust on a one-to-one basis to answer specific questions and we will gather Charlotte Palmer. feedback at the event to ascertain what further support local SMEs require. This type of event will enable SMEs to make significant advances in this area and begin to become leading players in the field.” The event is free, but places are limited. It will begin with breakfast from 8.30am; the first presentation starting at 9am. Organisers envisage the event will finish at 11.30am, after a networking opportunity. To register, email your name and contact details to: climatechange@peterborough .gov.uk by Friday February 24.

innovation right here on our doorstep and we hope this event will help demonstrate that, while also taking advantage of the racecourse right on our doorstep!” He added: “These events really do bring results – as well as being a super day out last year, it also proved to be a good opportunity to meet future suppliers and catch up with existing clients, several of whom we did business with again shortly after the event.” Companies within the Flex-Able Group provide a range of B2B services including executive chauffeur driving, office cleaning, electrical waste recycling and a professional courier service. The networking event kicks off at 12.15pm on Thursday February 9, and tickets cost just £12 (plus VAT) per person. They include Premier Enclosure admission badges, access to a private box overlooking the finish line, free parking, tea and coffee on arrival and a finger buffet. A cash bar will be available along with the Tote betting facility. For tickets and more information please call Maria at Cambridgeshire Chambers of Commerce on 01223 237414, or visit the company’s website: flex-able.co.uk

FEBRUARY 2012

PROFILE

FEBRUARY 2012

HEADLINES Business Scene gets up close and a little bit personal with executives around the region. Here, we put the life and times of artistic, Rutland-based freelance designer Alistair Bell under the spotlight. Full name: Alistair John Bell. Current business card details: Freelance designer, Design Food, Beaumont Chase Cottage, Stockerston Road, Uppingham. Biography: I’m 35, from Leicester and I live on a farm in Rutland with only sheep, and rabbits for neighbours. My grandfather was a botanical painter and I’ve loved drawing and painting since I was knee-high. I started out as a silicon development engineer (a what? Exactly!), but soon chose design, becoming studio manager and then creative director at printing.com. July 2011 was manic – I got married in a paddock and launched Design Food, my own creative agency. The best moves I’ve ever made! My first job was: Gardening for old ladies – but I only got paid in tea and biscuits. But my dream job would be: I’m doing it I love getting my teeth into ground-breaking design projects for open-minded businesses.

Are you a technophobe or a technophile? Technophile – it goes with the territory . . . being creative in the early days with just 16 colours on a Sinclair Spectrum and nowadays pushing my Mac to its limits. I even spent three years on a committee evaluating the latest print and design software for Adobe. I like to spend my time off: Walking in beautiful Rutland, photographing anything from textured walls to musicians, being a DJ (in bars, not at weddings) and sharing meals with family and friends. What’s your favourite brand? I love old brands with lots of history like Coca-Cola – just Google ‘Coca-Cola advert’ and look at some of the images. As a designer, I look really deeply into lots of brands and there are lots of truly great ones out there. My finest hour: I raised £2,000 for Cancer Research just by getting a haircut (and getting rid of a terrible style, too!) Oh, and getting married to my beautiful wife, of course! I hate it when: Don’t get me

started on this topic! Probably when a good restaurant serves me really bad food . . . as you can tell by my company name, I like food. I am surprisingly good at: Cooking. My mum’s a trained chef and I can cook most things quite well. I’m also really good at throwing things – even just a piece of paper into the bin. I’ll probably take up darts when I’m old and fat. My dream dinner party guests would be: Chuck Norris, for saying: “I could eat a horse,” after eating the last unicorn in existence; David Attenborough – a nice chap who wouldn’t complain about my cooking; Bob Marley, as a thank-you for all those great albums; and Tommy Cooper, for entertainment value. After

dinner, there’d be a live rendition of Bob’s Catcha Fire album, wine bottle magic by Tommy, round-house kicks from Chuck, and stories by the fire with David to finish. And the food would be: a meaty starter, simple pasta main and a show-stopping dessert displaying lots of depth – it’s all about the presentation! At my funeral, please play: Acker Bilk’s Stranger on the Shore – have a listen and you’ll understand why. If I ruled the world, I would: Make imaginative acts of kindness mandatory – OR ELSE! But the world might vote against me after Day 32 of my worldwide game of Simon Says . . .

Get into Business Scene’s CEO spotlight. Email your HEADLINES responses to: info@businessscene.co.uk