Political and business leaders from across the East Midlands have joined forces to discuss how they can come together to help supercharge the region’s sustainable growth. Chaired by Loughborough MP Jane Hunt, the virtual roundtable was hosted by Lloyds Banking Group and also featured Midlands MPs Amanda Solloway, Darren Henry and Andrew Bridgen. They were joined by Richard Holt, Director of Global Cities Research at Oxford Economics, to discuss the findings of its recent UK Green Growth Index report. Oxford Economics’ research commissioned by Lloyds Banking Group, found that the East Midlands has relatively high carbon emissions, in part due to the large amount of fossil-fuelled power generating capacity in the region, but also high carbon emissions from transport. This is partly due to car use among commuters being high, with the lack of a dominant city in the region meaning less accessible public transport options. Indeed, 80% of East Midlands commutes pre-pandemic were by car, a figure which will have only increased, and transport currently accounts for more than a third (35%) of the region’s greenhouse gas emissions. However, the findings also concluded that businesses’ innovations and the higher education courses on offer in green subjects created opportunities for green growth. Jane Hunt MP said: “It’s clear from this report that there’s plenty of room for us, collectively, to make a difference and be at the forefront of the green revolution. “The government’s target to reach net zero by 2050, twinned with the ongoing rise in energy costs, means we’re on the cusp of a UK-wide green movement that the East Midlands must play its role in.” Richard Holt explained that transport had a particularly large part to play. He said it was currently the region’s main emitter of greenhouse gases, but that there was an opportunity to transition to electric vehicles, buses and trams, as well as greater levels of walking and cycling among commuters. Host Jo Harris, Lloyds Banking Group’s Ambassador for the Midlands, cited research carried out with small businesses that found that the majority recognise the importance of sustainability to their future success. However, lots of businesses they spoke to said they are daunted by the knowledge and investment required to take the actions needed to decarbonise their business, with almost 40% of firms citing the costs and fear of low returns on investment as a significant barrier to action. She pointed out the range of products and support Lloyds Bank is offering to firms to help them transition to a low carbon economy. These include From Now to Net Zero: A Practical Guide for SMEs, along with its Clean Growth Financing Initiative, which provides discounted lending to help businesses invest in sustainable projects, and Green Buildings Tool, which enables firms to identify, evaluate and understand their property to make it more energy efficient. She said: “We know that our role as a bank is to offer a range of funding to fuel green activity, and we have we set our own ambitious goal of reducing the carbon emissions we finance by more than 50% by 2030 on the path to net zero by 2050 or sooner. “From making buildings more energy efficient, to building expertise through education and reskilling, now is the time for us all to drive change – as individuals, businesses and government leaders.” Roundtable discussion: How will the East Midlands take advantage of green growth opportunities? Attendees Jane Hunt MP – Conservative Member of Parliament for Loughborough Andrew Bridgen MP – Conservative Member of Parliament for North West Leicestershire Darren Henry MP – Conservative Member of Parliament for Broxtowe Amanda Solloway MP – Conservative Member of Parliament for Derby North Richard Holt – Director of Global Cities Research, Oxford Economics Tim Lyne – Lead Economist, Oxford Economics Jo Harris – Lloyds Banking Group Ambassador for the Midlands Gary Lapthorn – Head of Sustainability & Responsible Business, Commercial Banking, Lloyds Banking Group Paul Smith – Area Director, Leicester, Commercial Banking, Lloyds Banking Group Jeremy Driver – Public Affairs Manager, Lloyds Banking Group

Greg Simpson, founder of Press for Attention PR and the PR and Communications Ambassador for the IoD in Nottinghamshire and Derbyshire, considers costs in marketing. Which would you rather have: a brand-new Tesla…or cold hard cash? That was the question my mentor Nigel Botterill asked me last week when a letter arrived in the post (it was also a digital campaign). It made me pay attention because it interrupted my thoughts. A free car or £30,000 in cash? I mean, seriously, what would I rather have and how in the name of Elon would I get the choice? I read on. You see, Nigel and his team had done some research. Scrap that, a LOT of research. They discovered that it costs them just under £100 in marketing to get a new member into Nigel’s Entrepreneurs Circle. I’ve been part of this for a few years now and I am the local ambassador for Nottingham. I host monthly events that help small business owners get better at their marketing or as Nigel likes to simplify things, “getting and keeping customers.” Nigel explained: “What this means is that we had to pay the folks at Facebook and Google £100 in ads to generate the leads we needed to get a new member.” Now, I know that they added thousands of members last year so they are not playing or thinking small here. “I’ve had an epiphany,” Nigel explained to me. “If we’re paying Zuckerberg £100 every time a new member joins, why not pay someone we actually know, like and trust?” So he’s made it simple, if I refer someone, as I often do, Nigel and his team will send me £100 once they become a paying member. Simples. They have even given the new member a month free to trial it because they know that on average, they will hit the retention numbers they need to drive their growth. Note this, they know their numbers. Far too many people see marketing as a cost, not an investment and spend way too much time trying to get customers on the cheap. Well, guess what you get when you try this…cheap leads. Now, throw in a Tesla and it gets very interesting. You see, as soon as they’ve taken their free “test drive” and signed up, they get entered into a prize draw for a Tesla, as do I! The car is drawn when they get 500 entries so the chances seem pretty good. Now, I’m not writing about this to drive referrals or entries for my benefit, although it wouldn’t hurt to have the choice of £30,000 or a new Tesla! It also wouldn’t hurt you as an ambitious business owner to click my link to find out more and to take the free test drive! I am walking you through the thinking here because I know most people simply do not think like this. They do not know what they are willing to spend to get a new customer. Because at the end of the day, no matter how much fairy dust and jargon we sprinkle over marketing, it is just about buying customers. I buy my customers via my time on my own PR, content marketing, social media, speaking opportunities, sponsored columns, and events. It is all just marketing. The difference between how Nigel and I look at it (other than a few noughts!) and the way most people look at it is this urge to do it as cheaply as possible and with their eyes wide shut! There’s no need to give away a Tesla but at least know your numbers. I might invest in a Corgi Tesla set now…watch this space. PS you can find out more about this campaign HERE.   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.