< Previous East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PUBLIC RELATIONS I blame George Formby. I’ve done this before (sorry George) but I’m afraid it’s happened again. Just this morning. A few years back, I wrote about a chap doing a job at my neighbour’s who was “trying to earn an honest bob” - cue capering about with a ukelele. Now it is not often one gets to quote George Formby in a column about PR and Marketing, but I did then and I will do so again now because I hope it gets you thinking. I needed a regular window cleaner but there was never anyone advertising these services in or around our village. I also needed some guttering looking at. So imagine my joy when I spot a chap up his ladders next door doing that exact cleaning to his services as he already has the ladders out. Excellent work George! If we look at his marketing in terms of the 4 Ps - Product, Place, Price and Promotion, he’s really struggling with the latter as he has no card, no branded van, no local advertising or website, no social media channels, not even a branded t- shirt but he has the Product/s. He also has the Place as he told me he has a very fixed radius which he moves around to keep things fresh. When I asked him about Price, my initial thought was that he was actually TOO CHEAP which made me worry about quality, safety and reliability a bit but it wasn’t going to cost me much to trial him so that has opened up a prospective client for him. Greg Simpson, founder of Press for Attention PR, speaks on missed opportunities. thing. I waited until he was safe and shouted up to him, mere feet from the ground at the time. Greg: “Could you pop over and look at mine after you’re finished there?” Formby: “I probably can but I might have to shoot off.” Greg: “Ah, do you have a business card?” Formby: “No.” Greg: “Er, can I take a mobile number and I’ll drop you a text then?” Formby: “Tell you what. I’ll come over now.” Now, I didn’t expect him to abandon one job or really want him to at that stage, but he was a lovely chap and we soon got chatting. He was actually a window cleaner, but he adds gutter www.eastmidlandsbusinesslink.co.uk East Midlands Business Link PUBLIC RELATIONS So we agreed he’d pop over once a month and he’d send me his BACS details so we could set it all up. That WAS a smart move. He gets a regular guaranteed job and gets paid on time, no delays and I get a feeling of certainty. As he went back next door he suggested I could tackle some of my patio areas with a pressure washer – “it’s what I use.” Well...I COULD but maybe HE could charge me more and do that for me too whilst he’s over? I decided to ‘leave that on the table’ as they say in sales but he didn’t bite, probably because he was halfway up a ladder again next door. I wonder, how many of you miss opportunities to diversify your offering or make it easier to buy from you as you are too focused on doing the day-job ‘stuff’ and not looking at the marketing? By the way, he never sent me the BACS details. Fast forward to today and I have just cancelled my old window cleaner at my new place because lovely though he was, he insisted on cash in hand and never told me when we was coming. The cash and his decisions around HMRC are his business, that isn’t what put me off. The issue was his lack of reliability and making it really hard to actually do business with him. I wanted him to come MORE often, he wants to come when it suits him and expects me to have £25 to hand in cash. I’ve now replaced him with a chap who is more expensive and insists on a direct debit. This makes things easier for me, so the deal was done. Remember, it’s not all about the money. 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 ENGINEERING Industry 4.0 One of the prominent trends driving the engineering and manufacturing industries is the integration of advanced automation and digital technologies. www.eastmidlandsbusinesslink.co.uk East Midlands Business Link ENGINEERING © stock.adobe.com/Gorodenkoff T he engineering and manufacturing industries have been undergoing significant transformations in recent years. In the face of rising energy costs, combined with government pressure across all industries to reduce greenhouse gas emissions, a large focus over recent years has been innovating ways to reduce emissions whilst performing everyday tasks. From advancements in automation and sustainable manufacturing to the transition towards electric vehicles, these sectors are adapting to meet the demands of a rapidly evolving world. One of the prominent trends driving the engineering and manufacturing industries is the integration of advanced automation and digital technologies. The concept of Industry 4.0, characterized by the fusion of cyber-physical systems, automation, and data exchange, is revolutionizing production processes and enhancing operational efficiency. Initiatives such as the “Made Smarter” campaign, launched in 2017, aim to accelerate the adoption of Industry 4.0 technologies across manufacturing. In 2023, this drive towards automation is expected to continue, enabling businesses to streamline operations, increase productivity, and remain competitive on a global scale. Sustainability has become a key focus for the engineering and manufacturing industries. As the world grapples with climate change and environmental concerns, businesses are recognizing the need for greener practices. In line with the government’s recently extended goal to achieve net-zero emissions by 2050, the manufacturing sector is actively 34 Á East Midlands Business Link www.eastmidlandsbusinesslink.co.uk ENGINEERING embracing sustainable manufacturing initiatives. Efforts are being made to reduce carbon emissions, optimize waste management, and enhance energy efficiency throughout the production process. The integration of renewable energy sources and the adoption of circular economy principles are also gaining traction. We can expect further advancements in sustainable manufacturing practices as businesses strive to minimize their environmental impact while maintaining profitability. As alluded to above, the principles of the circular economy are being increasingly utilised, turning traditional linear production models on their head. Circular economy principles aim to minimize waste, maximize resource efficiency, and promote the reuse, recycling, and repurposing of materials. In the context of manufacturing, this involves designing products for durability, easy disassembly, and the recovery of valuable materials. Companies are implementing closed- loop systems, where materials are recycled or regenerated, reducing reliance on finite resources, and minimizing environmental impact. Additionally, collaboration within supply chains is crucial to optimize material flows, ensure responsible sourcing, and promote circular practices at every stage of production. Ultimately, adopting a circular economy seeks to extend the lifespan of the individual manufacturer, as well as aiding the environment. Reducing waste generation and conserving resources safeguards a company’s operations against government waste reduction sanctions, and allows operations to diversify, thus extending beyond the limited resources available. The transition towards electric vehicles (EVs) is another significant development in the engineering and manufacturing industries. The government’s decision to ban the sale of new petrol and diesel cars by 2030 has accelerated the demand for EVs. This shift not only impacts the automotive sector but also drives changes across the entire manufacturing supply chain. In 2023, there has been a noticeably increased investment in the production of electric vehicles, including the manufacturing of batteries, electric motors, and charging infrastructure. The engineering industry will play a crucial role in developing innovative technologies to support the growth of EVs, such as improvements in battery performance and charging speed. This transition towards electric mobility presents both challenges and opportunities for businesses as they adapt their manufacturing processes to meet the rising demand for cleaner and more sustainable transportation. Last year, the Highway Code was updated to incorporate the regulation of self-driving vehicles. Engineering and www.eastmidlandsbusinesslink.co.uk East Midlands Business Link ENGINEERING © stock.adobe.com/ipopba manufacturing has played a significant role in the development of driverless cars, with industrial hubs in Oxford, Cambridge, and Bristol trialling the latest technology. The government are especially keen to embrace these vehicles as soon as possible, due to their accident reduction capabilities. In fact, driverless vehicles can offer numerous safety advantages. One of the primary benefits is the reduction of human error, which is responsible for most accidents on the road. By eliminating distractions, fatigue, and impaired judgment, autonomous vehicles can operate continuously and without risk of human-related errors. Additionally, self-driving vehicles are equipped with advanced sensors, cameras, and artificial intelligence algorithms, providing a 360-degree view of surroundings, allowing for faster detection and response to potential hazards. Consistent adherence to traffic laws and safe driving practices further enhances safety, as autonomous vehicles are not influenced by human emotions or risky behaviour. Digital transformation is revolutionizing the engineering and manufacturing industries. By harnessing technologies such as artificial intelligence, internet of things (IoT), and cloud computing, businesses are optimizing processes, improving product quality, and enabling predictive maintenance. The collection and analysis of real-time data allow manufacturers to make data-driven decisions, reduce downtime, and enhance overall operational efficiency. In the first half of 2023, there has been a concerted effort to further integrate digital technologies, with an increased focus on cybersecurity and data privacy. The adoption of advanced analytics and machine learning algorithms will enable manufacturers to gain deeper insights into their operations and drive continuous improvement. Moreover, the use of digital platforms and collaborative tools facilitates communication and cooperation within the supply chain, fostering innovation and agility. The engineering and manufacturing industries are experiencing significant developments this year, the effects of which are anticipated to influence the direction of developments for the next 3 to 5 years. From the integration of advanced automation and sustainable manufacturing practices to the transition towards electric vehicles, these sectors are adapting to meet the challenges and opportunities of the modern world. By embracing innovation, driving sustainability, and leveraging digital technologies, businesses can position themselves at the forefront of global engineering and manufacturing excellence. The ongoing advancements in these industries contribute to economic growth, job creation, and a more sustainable future for the region. East Midlands Business Link www.eastmidlandsbusinesslink.co.uk IT & COMMUNICATIONS I n any modern business, IT and telecoms provide the means for maintaining ease of communication and operations. From the selection and care of hardware such as computers and mobile devices, to the software and technical support systems which enable calls and conferencing, their successful integration makes all the difference in boosting flexibility and efficiency, whenever and however you choose to work. Let us take you through some of the areas best supported by these technologies, and how you can incorporate them to guide and maximise every moment of each working day. Effective communication is vital for any organisation, and IT and telecom services allow seamless contact between employees, departments and external stakeholders. The collaboration, timely decision-making and improved productivity they offer is often enabled by the networks that may connect devices and users within and outside of an organisation. Setting up the most suitable network for your business’s communications is a great starting point when putting your IT and telecoms strategy into action. However, the choices you make in your network provisions will depend on your business needs. For instance, a LAN or Local Area Network connects devices within a limited geographic area, and is therefore well-suited for internal communications exclusive to an office building or campus. LANs are typically fast, secure, and cost-effective, making them ideal for day-to-day business operations – they can also be linked to Wide Area Networks or WANS so that multiple offices, branches or locations can stay interconnected on a global scale. Virtual Private Networks or VPNs, which are commonly used for remote access to a private network, provide a secure and encrypted communication channel suitable for remote work, telecommuting and accessing sensitive information over public networks. But perhaps the greatest flexibility is provided by cloud networks, from which applications, storage and computing power can always be accessed, provided that there’s an internet connection. For businesses that require on-demand Combining IT and telecoms Expertly integrating IT and telecoms can elevate internal processes, boost collaboration, and deliver exceptional customer experiences. www.eastmidlandsbusinesslink.co.uk East Midlands Business Link IT & COMMUNICATIONS scalability, cost-efficiency and the ability to access resources remotely, the ability to connect anywhere offers boundless freedom. With your network set up, you can enjoy reliable connectivity between employees, departments and business locations whether by telecoms, email or video calls. Real-time collaboration keeps a workforce connected regardless of where they are, which improves teamwork, boosts productivity, and accelerates any ongoing projects. But to make traditional voice communication and telecoms even easier, making additions such as VoIP (Voice over Internet Protocol) enables voice communication over the internet instead of traditional phone lines, allowing for integration with other communication channels, such as email and instant messaging. For a more centralised approach, a unified communications or UC system instead integrates various communication channels, including voice, video, messaging and conferencing, into a single platform. By unifying communication tools, employees can access and manage all their communications from one interface, streamlining workflow and encouraging a collaborative work ethic. The COVID-19 pandemic highlighted the importance of IT and telecom services in enabling flexibility through remote working. With the right infrastructure and tools, employees can work from anywhere, collaborate virtually, and access business resources securely. This compassionate approach improves the work-life balance of staff, while benefitting business owners by expanding talent pools and increasing resilience during any challenging time. There needn’t be a compromise in task accessibility either, as virtual desktops allow employees to remotely access their office computers, files and specialised software, even from their mobile devices. Providing employees with mobiles, or software that allows them to make and receive calls using their smartphones or computers, is now well-established as a means of keeping connected from home. But beyond the basic freedom of mobile © stock.adobe.com/ipopba 38 Á East Midlands Business Link www.eastmidlandsbusinesslink.co.uk IT & COMMUNICATIONS working, applications can provide employees with unlimited access to work-related tools and communication channels. Instant messaging apps allow real-time team communication, file sharing and discussion threads, with the collaborative features of apps enabling employees to work together from anywhere. Video conferencing and virtual meetings are supported by many providers with features such as screen- sharing, chat functionality and participant management, to make webinars and presentations feel as smooth and friendly as they would in-person. When these applications are integrated with the expansiveness of cloud storage, paperwork stress can be taken off the table for truly seamless organisation that includes everyone. There are endless layers to the productivity tools that can be added on with these everyday streamlining solutions. Project management resources enable remote employees to manage tasks, track progress and collaborate on projects, with notifications, task assignment and responsive activity feeds to keep all employees on track. For capturing ideas while on the job, note-taking and documentation software are there for taking minutes on brainstorming sessions, or creating to-do lists of next steps agreed in meetings. Learning management also let staff expand on their retinue of skills with online training courses or development programs on anything from leadership and entrepreneurship to marketing and creativity. Even at the end of the day, time and expense tracking lets employees log their work hours, track project-related expenses, and submit their last reports whether on-site or remotely. These applications streamline administrative tasks, provide accurate data for billing or reimbursement, and ensure efficient time management to start off the next day with less anxiety and more fruitful optimism. When internal processes and productivity are at their best, IT and telecoms can then be turned to providing better customer experiences. Through websites, online portals and mobile apps, customers can freely and conveniently access information, make purchases, and interact with customer support staff. Opening communication channels to email, live chat and social media engagement further enable prompt customer support and personalised interactions, which all serve to foster loyalty and satisfaction. The integration of IT and telecom in business environments has transformed the way organisations communicate and operate, allowing all involved to stay connected internally and externally. Unbroken information flow, improved decision-making, more organised meetings and better customer experiences are only enhanced as technology continues to evolve. Keeping up with these advancements and the benefits they offer is a positive influence on any business’s potential and competitive edge. The more thoughtfully and tactfully you implement IT and telecoms systems, the more direct and beneficial dialogues with employees and customers alike will become. © stock.adobe.com/Rene La/peopleimages.comwww.eastmidlandsbusinesslink.co.uk East Midlands Business Link COLD STORAGE © stock.adobe.com/Sakuramos With so many goods produced in the region needing to be transported at specific temperatures, having a fully controlled supply line is crucial. C old storage is one of the most important methods of preserving delicate goods like food and medicine before it reaches its final destination. It’s also one of the most fraught with small but critical difficulties, such as monitoring temperatures and ensuring their stability during transport. Establishing a well- defined cold chain is the best way to keep products at their best, from production and transportation to warehousing and distribution. It’s a tricky balance, and understanding that, here’s a guide to planning and executing effective cold storage in your business. Any cold chain management process which can be relied on to maintain the integrity of products will involve closely monitoring and controlling temperature conditions. Every stopping point and potential dropping out of cold storage must be considered, including during transportation, distribution, or in cold Keeping things 40 ÁNext >