< Previous East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PRINTING AND PACKAGING potential customer that comes your way. Even the keenest and most able of readers could be put off by unclear information, or too much or little of it. All the essentials, such as a product name, ingredients, usage instructions, and any necessary safety warnings should be clearly printed and easily legible. These details should also be strategically and prominently placed to guide consumers’ eyes across the packaging, and towards the most critical information. Using appropriate font sizing and styles also enhance readability, while providing another opportunity to play. See what happens when you challenge yourself to make clear labelling and copy its own creative expression of your brand’s unique vision and personality. Looking at brand image and identity, making the best possible first impression might be helpful when creating or reworking designs. Flashy gimmicks might be handy for an instant buzz but irritate customers in the long term. Ditching loud logos or a brash tone in favour of softer colours and quieter language may better put across honesty, caring, and trustworthiness. Think of the people you know who have these merits; chances are they don’t have to shout about them to make them obvious. Gently and genuinely putting them across in text will likewise encourage long-lasting loyalty. The quality of your raw materials also takes the excellence of your print and packaging design to a deeper level. Investing in best practice with printing techniques and materials ensures that print looks professional and is set to outlast the product’s lifecycle. Durable print options can work even harder to maintain packaging’s appearance, preventing information from fading or smudging. Sturdy yet minimal packaging and labelling will assist you in being mindful of sustainability, as well as communicating your ethos to customers. Labels can be an especially touchy area for eco-friendliness, as some materials aren’t as recyclable as others. There are still plenty of safe and reliable options, including paper and cardboard. Especially if they are uncoated and have water-based adhesive, these labels can usually be processed along with other paper waste in recycling facilities. Print methods are equally varied in sustainability, whether applied to labels or directly to packaging. Sustainable print techniques aim to minimise waste, energy consumption, and the use of harmful chemicals wherever possible. Digital printing is a favourite eco-friendly option because it doesn’t require the creation of plates or the use of chemical- based inks, all while allowing for customisable on-demand printing, reducing waste and inventory space. Water-based inks have lower levels of volatile organic compounds than solvent- based varieties, and reduce the emission www.eastmidlandsbusinesslink.co.uk East Midlands Business Link PRINTING AND PACKAGING of harmful pollutants into the atmosphere. Soy-based and vegetable- based inks make an especially kind replacement for those that use chemicals such as petroleum, being both renewable and biodegradable. UV printing alternatively reduces the need for solvents by using ultraviolet light to cure inks instantly, eliminating the need for solvent-based drying methods, consuming less energy, and emitting fewer harmful chemicals. The more adaptable, reclaimable, and high quality your base materials are, the higher the chance they can be infinitely broken down and reused. This is especially important if you don’t already opt to reduce and reuse from the outset. Making recyclable packaging from already recycled materials is known as circular packaging, based on the concept of a circular economy – one where as many materials as possible keep being reused, and thus never go to waste. However, be aware that not all recycled materials are infinitely recyclable, if at all. Even after every aspect has been decided and your final products are on shelves, the process doesn’t have to end there. Carrying out user testing reinforces a strong relationship between business and customer, and helps evaluate how effectively packaging and print work together. Actively send out surveys and be open to spontaneous feedback from consumers, to assess how well the packaging communicated information or resonated with them. You never know where the spark of a unique refit or rebranding idea may come from, as the target audience of a product knows what it needs better than anyone else. Designing and executing the best packaging for your brand, identity, and product is a labour of love, often necessary to attract customers in the first place. But it’s worth the attention to detail, down to the literal fine print that holds attention by providing vital information, communicated in an intriguing way. You can make it fun, friendly, or soothing for people to engage with but, however you package the details, embrace the challenge to make them stand out. © stock.adobe.com/zzzdim © stock.adobe.com/ East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PUBLIC RELATIONS Roses are red, Violets are blue The media craves experts Might the next one be you? Because here is the truth When it comes to the press It’s not about budgets That’s not how you impress Imagine a journalist, Locked in their tower As the deadline ticks down Slowly, hour by hour And yet they still lack That nugget, that quote To enliven their copy On that, they will dote Because too many times When they open a pitch It’s a glorified advert I’m sorry to bitch For you are the expert That means you have the clout To transform your marketing Of that there’s no doubt The challenge for you On this Valentine’s Day Is to drop them a line When the chance comes your way So, apart from poems of questionable quality, how do you make the media fall in love with you? There’s no need for incantations and you will be pleased to see that neither eye of newt nor toe of frog are on your shopping list. However, we are going to weave something of a spell here as we aim to at least get you a date with your target media. By the end of it, you might even be holding hands. OOOOOOhhhhhh. Greg Simpson, founder of Press for Attention PR, helps you get the media to fall in love with you. But it’s true, coz I’ve been there I’ve seen it and done it Folk send in their “stories” There’s no way they will run it Yet there’s always that hope That in amongst all the waste Is a beautiful gem They can copy and paste Full of insight, and wisdom Knowledge and skill The work of a lifetime Broken down and distilled To a couple of sentences Sometimes much more That sheds light on a topic Like never before For that they will thank you Be you butcher or baker Dentist or broker Or candlestick maker www.eastmidlandsbusinesslink.co.uk East Midlands Business Link PUBLIC RELATIONS All too often when people chat to me at events, they seem keen to find ‘sneaky ways’ to get the press to cover them. Almost like they are trying to get away with being covered by them before they are rumbled! A bit like online dating but using a VERY old photo or perhaps exaggerating some of your ‘achievements’ in the hope that they will pique interest. The problem is, this strategy will only work in the short-term before you are rumbled, if indeed it works at all. Are we in a relationship? I want you to be more mature about what you want from each other in any potential media relationship. I want you to think about what you BOTH bring to the party. It shouldn’t just be about you getting media coverage, it should be about them getting a great story so they can sell more copies or clicks. It is a win/win for both of you. I want you to start looking for a relationship where you are perfect for one another. The problem is, although it is perfectly possible to DIY when it comes to PR, too many people are focused on What’s In It For Me? To be really good at the PR game, you need to think about What’s In It For Us? You need to find the right media partner, the perfect fit for your business, not your ego. You need to find common ground where you and the journalist are greater than the sum of your parts. You need to add some Valentine’s Value. If you work with this approach, you will soon start to find that you are doing less of the chasing and the media suitors are actually flocking to you for a date. Valentine’s Day was originally a celebration of the coming of spring. If you start to work with my approach you will soon find your PR and marketing campaign is blooming marvellous. Or you could just send them flowers, it’s a start. 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. East Midlands Business Link www.eastmidlandsbusinesslink.co.uk AUTOLINK Spring motors The first two months of the year can often feel a little slow on the new motors front, but we bring you a few more offerings for personal pleasure, family, or fleet purposes. Spring motors www.eastmidlandsbusinesslink.co.uk East Midlands Business Link AUTOLINK BMW Z4 Handschalter Muscular roadster proportions with M- specific design features; two seats and a classic soft-top roof; a free-revving six-cylinder in-line engine with M TwinPower Turbo technology, sending its power to the road through the rear wheels: this formula has seen the BMW Z4 M40i establish itself as the archetypal purist’s sports car. Adding to this driving experience is the manual gearbox, deftly harnessing the 340hp output from the straight-six engine. The interior of the BMW Z4 has been crafted for the enjoyment of unfettered driving pleasure in a space with a modern and sophisticated sports car feel. The driver- centric cockpit design and model-specific sport seats with integral head restraints both help to achieve this goal. The cabin combines clean lines that seem to surge forward with trim surfaces concentrated in just a few areas. 46 Á BMW Z4 Handschalter East Midlands Business Link www.eastmidlandsbusinesslink.co.uk AUTOLINK Volkswagen Passat More than 34 million Volkswagen Passats have been sold worldwide since the covers came off the first generation in 1973, and the ninth-generation model is set to continue this success. The new Passat is the most aerodynamic Volkswagen estate the company has produced so far. Its coefficient of drag (Cd) is just 0.25 – lower than many sports cars – making this a particularly economical and cost-effective choice for anyone looking for a modern estate car. Enhancements to the interior for this ninth-generation Passat are nothing less than expected for such a historically successful model. A completely redesigned digital cockpit incorporates the latest-generation (MIB4) infotainment matrix. Many system settings can be controlled using the new IDA voice control, and the large display in front of the driver has a new surface coating to reduce reflections and glare, removing the need for an overhang for providing shade. Kona Electric N Line Hyundai Motor Europe makes its best- selling electric vehicle appear even sportier. It will be the first Hyundai EV to receive the sporty N Line treatment, further expanding the brand’s customer- centric approach to delivering a wide range of options for drivers wanting to make the switch to all-electric mobility. The Kona Electric N Line showcases a sporty and dynamic design, maintaining the car’s impressive performance and range. Customers who appreciate both style and sustainability – as well as the best-in-class interior space offered by the upscaled all-new Kona – can now further individualise Hyundai’s top-selling SUV. Key features of the Kona Electric N Line include unique bumpers on both the front and rear, stylish side skirts, and a set of dedicated 19-inch wheels, designed to emphasise the sporty appearance of the model. The exterior is further adorned with exclusive N Line badging, underscoring the model’s bold look. Inside the cabin, the Kona Electric N Line boasts sport seats with N Line logo and red contrast stitching, creating an immersive and dynamic driving environment. Additional red details on the steering wheel and dashboard contribute to the N Line’s unique interior aesthetics. The focus is on providing a captivating driving experience without compromising on comfort and functionality. Mazda2 Hybrid Arriving in the UK from March, the 2024 Mazda2 Hybrid has a more differentiated design appearance thanks to a new, and unique to Mazda, front bumper and grille design. Designed at Mazda’s European Design Studio in Germany, the revised bumper shape combined with unique rear tailgate Volkswagen Passatwww.eastmidlandsbusinesslink.co.uk East Midlands Business Link AUTOLINK garnish gives the 2024 Mazda2 Hybrid a fresh and independent look. With a combined power output of 116ps driven via a CVT automatic transmission, the 2024 Mazda2 Hybrid will accelerate from 0-62mph in 9.7 seconds and returns a WLTP combined cycle fuel economy of between 67.3 to 74.3mpg and CO2 emissions of just 87-98g/km depending on the specification of 16” or 15” wheels. At start-up the 2024 Mazda2 Hybrid automatically runs in EV mode, offering smooth, seamless and quiet running on electric motor power in urban environments, with zero CO2, NOx and particulate emissions. During normal driving, power allocation is adjusted between the petrol engine and electric motor for optimum performance and the best possible fuel efficiency. During deceleration and under braking, kinetic energy is recovered as electrical energy for storage in the high-performance battery. Kona Electric N Line Mazda2 Hybrid East Midlands Business Link www.eastmidlandsbusinesslink.co.uk CORPORATE HOSPITALITY staff Keeping happywww.eastmidlandsbusinesslink.co.uk East Midlands Business Link CORPORATE HOSPITALITY © stock.adobe.com/Jacob Lund The cost of recruitment is through the roof, and companies are finding it hard to find good staff, which means it’s all the more important to keep hold of the ones you have. We look at ways to accomplish this, and why the idea of “entitled employees” might be less of a curse and more of a blessing. If you play your cards right. K eeping a team motivated, cohesive and involved is more important now than it has ever been before. The economy is in a bad place, the cost of living is rising, and jobseekers have all the power – which means that employees are more likely now than ever before to be looking for new jobs, especially with the new year. It’s now or never when it comes to having a chance to cement your workforce and ensure employees are motivated by more than just pay, because there will always be someone who pays better. Business Link has touched upon the importance of team building and employee engagement in our corporate hospitality features before, for facilitating bonding, collaboration, motivation, strengthening communication and more, however this usually refers to taking part in events such as escape rooms, sports days, activities out in nature et al. - essentially tasks that will involve being physically close or in contact with others. If you know for a fact that your teams are willing to get out and about then things like mini-golf, pub visits or other events can certainly work, and help foster a business culture that is not just sit down and work – but staff can often feel like they’re being forced to attend events like these, so it can have the reverse effect. It may be better instead (and more cost-effective) to focus on 50 ÁNext >