You can see my latest posts at http://www.getcomfortableltd.co.uk/news.htm

Thanks for your continued support.  Happy reading!

Norman

This week I was fortunate enough to be invited into the studios of Future Radio.  Future Radio began broadcasting on a full time basis in August 2007. It is used for several key purposes in Norwich which include

• An engagement tool for the local and wider communities
• An education and training resource
• An information and advice service
• A platform for local talent

During a wide ranging discussion with Tim MacWilliams we talked about the importance of business strategy, marketing planning, and brand identity to any business, the benefits of supporting the local economy, why Norfolk can be such a positive backdrop for entrepreneurship, and why I personally enjoy living in Norfolk so much.

I have never been on the radio before but the team at Future made me feel very welcome.  You can listen to my pod cast by visiting my web-site – www.getcomfortableltd.co.uk

Ofcom have announced that Future Radio has been successful in its recent application for an expanded, Norwich-wide license.  This will mean the current restrictions on the transmitter can be reduced and a new licence will enable us to cover the whole of Norwich, working with communities across the city and reaching new audiences (through a clearer, stronger signal…).  Fantastic News!

I am pleased and proud to be able to say that Getcomfortable is now part of the Buy Local community.  Being part of this organisation is a great way for companies to show their support for the local economy.  It supports small businesses in Norfolk, it keeps local business people talking, it is good for the environment and it is another example of Norfolk leading the way.

Next time you are out and about doing your shopping, look out for the Buy Local sign many businesses show on their shop front window.  It means that if you buy something in that shop, you support that business and the local suppliers associated with it, you are proud of what our region can produce, and you are encouraging individual entrepreneurial businesses to flourish in our region.  Fantastic!

Last week I visited a free seminar run by Further Search Marketing.  Mark Cook and Brian Bush presented one hours worth of invaluable advice and insight explaining just how to get your web-site higher and higher up those valuable search rankings.  I think its is always very impressive when you key something into Google and the perfect solution appears at the top of the list, with a nice map, and a few quick links to the most important pages within the site.  Something for me to aim for I think!

During the presentation it became clear to me just how many of the best new media companies with a national or international presence are choosing to operate out of Norwich.  Not only is Norwich is able to offer lower overheads and a better work life balance, it is able to boast a direct train service to London in less than two hours, a direct train service to Cambridge in one and a quarter hours, and has an international airport with connections to Amsterdam, The Netherlands and Switzerland.

In Norwich we have some international experts working right on our doorstep – Silvertap are a leading bespoke Affiliate Marketing Network with customers as large as Tesco, DHL, Alliance & Leicester, and Cornhill Direct Insurance.  Nearby you have Soup, a specialist Digital Agency with clients that include Jordan’s Cereal, FujiFilm, and Howies.  Foolproof have also taken offices in Norwich.  These guys specialise in helping you sell more on-line by strengthening the on-line experience and making the proposition as strong as possible.  With all this so close by, it is no wonder that some of the best on-line businesses from Virgin Wines to Moneyfacts base there operations in Norwich.

I don’t think you often hear or read much about the vibrant creative industry that operates in Norwich, but it is another example of a group of companies and like minded individuals who focus on high quality best practise solutions, great customer service and value, and still find time to enjoy our beaches at the weekend!!  Long may it continue.

I was lucky enough to attend the latest seminar focusing on the Low Carbon Economy introduced by the UEA.  As usual the event had a real buzz about it with many people from this emerging industry sector attending and networking at the event. 

I particularly enjoyed the presentation from John Best, Managing Director, EEEgr.  I thought his common sense / no nonsense approach gave the whole topic of “integrating innovation” a real tangibility.  It isn’t about radical solutions, although these may have a part to play, but it is also about every business considering energy consumption as part of its innovation pipeline.  This is something that we can all integrate into a new product development process.  It requires objective, creative yet practical thinking, but even things like using less packaging, making production time more efficient, or sourcing from a closer supplier all have a real part to play.  I think the EEEgr mission “to support the sustainable production and wise use of energy” is clear concise, and judging on reputation alone, is clearly something they are very good at delivering!

The East of England is really taking a lead in the low carbon economy.  This is creating new opportunities for entrepreneurs, new jobs, and a higher profile for our region.  It is up to every business to keep the momentum going! 

Norwich Market Is Another Icon For Our City

To me Norwich Market is one of the many things that makes Norwich special and demonstrates our regions ability to punch above its weight. Norwich Market is unique in Britain. It boasts over 190 stalls and is the largest Monday-to-Saturday open market in the country. There’s been a market in Norwich since Saxon times and it’s been on its current site longer than any of the buildings that surround it. Dating the beginnings of Norwich Market is difficult but the first mention of the market appears to be in the 1086 Domesday book! Where else can you find a fishmongers, butchers, cheesemongers, traditional locally grown fruit and veg, second hand records, books, clothes, refreshments, fudge, traditional ice cream and even a mushroom stall?!

Norwich Market provides our local economy with several advantages. Firstly it provides small often start-up businesses with a great retail outlet right in the centre of Norwich, secondly it gives local people a fantastic place to buy a massive selection of locally sourced and produced food and drink, and thirdly it is another big tourist attraction for our city!

Clearly if the market is not supported with local custom, it will not be viable for the store holders. If we allow this to happen it will be a very sad day for Norwich. But its not just local people who have to get involved – we need the council, other public sector organisations, and the media to all work together to create a real buzz. I really hope that over the next few months we will see everyone working together to get more people visiting Norwich Market.

During the day I could feel a real positivity about business in the East of England and a real entrepreneurial spirit amongst the delegates. It also struck me that the East of England is particularly well placed to embrace open innovation. Traditionally our businesses have always been open to collaboration, willing to exchange ideas and knowledge in the spirit of finding ways to move forward, and most importantly willing to create open business models in order to accelerate product to market, growth and revenue streams despite the geographic changes our region sometimes poses.

Clearly the culture of innovation has changed over the past ten years or so. Particularly at a time when businesses have finite resources available, it is difficult to rely on a closed innovation approach investing small amounts of finance into in–house new product development, working in isolation, and guarding intellectual property even if it may actually be of more use to an external organisation than the one guarding it.

As more and more markets become in some way globalised, the conference demonstrated just how many small or medium sized businesses are well placed to partner with much larger organisations and then work together to bring products to market more quickly, more effectively and with mutual reward for both parties. Innovation is often highly dependent of small, flexible, highly specialised businesses working to realise a new technology or innovative concept but the real trick is how those companies can work with corporate organisations, universities and other institutes to collaborate, share resources and knowledge.

During the day we saw many examples of businesses in the East of England doing just this and becoming highly successful. The Master Class presentation from Hethel Engineering Centre was particularly powerful. I think that over the next few years the East of England will become increasingly recognised as a centre of excellence for open innovation, and with this new opportunities and jobs will be created. More exciting times for our region!

“Our focus is that regional foods should be available everywhere in the UK,” Mr Gregory said. “We know that people in Scotland like to eat Cromer crab, for example, while people in Cromer may well buy Scottish salmon.”

“But there is certainly a trend in recent times that customers are looking more at ‘is it from Britain’, and does it have regional provenance.  Our business has been very much about developing a regional food model and developing clearer labelling about where food comes from” he explained.

To me this interview shows the tremendous opportunities that food producers in Norfolk can realise.  Close collaboration between skilled farmers and food producers can surely put Norfolk firmly on the map as a county that prides itself on producing delicious ingredients for any meal.   Norfolk’s economy is exciting and diverse and we are very fortunate to have a farming community that can support and promote our region.  Let’s look forward to seeing more of our products on supermarket shelves during 2009!

David Farrow, head of Barclays Commercial Bank for the Eastern region, wrote: “In today’s economic environment forward thinking is, unequivocally, more important than ever. Our report addresses this head on by demonstrating the value of implementing fundamental tools and processes to achieve a competitive edge.”

When I first started my career in marketing my father gave me a book of his called “Marketing Management” by Philip Kotler.  The book which is now 42 years old still holds solid advice for the reader.  Listening hard to understand customer’s needs and wants, creating products that delight customers by meeting those needs……. it’s all good stuff.

Sometimes I get frustrated because I feel that businesses perceive marketing strategy or planning as a luxury that in challenging times they simply cannot afford.  I would argue that the businesses which underpin their activity with strong insights and planning processes are in fact more flexible and more able to meet their customers needs accurately.   Next time you are in a supermarket or shop take a look at the products and brands on shelf, yes I am sure there will be price cutting but keep an eye out for those brands like Innocent Smoothies, Lyons Coffee, or Gu who are still daring to introduce innovative new products.  Customers always offer opportunities – you always have to work hard to find them!!

Click on this link to see more about the report http://www.business.barclays.co.uk/BRC1/jsp/brccontrol?site=bbb&task=homefreevi1&value=12322&target=_self

Clearly the credit crunch and other economic pressures are taking their toll on businesses across our county.  Whilst I think there is a role for government and financial institutions to play, I also passionately believe it is down to us as customers and consumers to make our own choices too.  I don’t know but suspect Togo’s has closed because too many people are buying their sandwiches in other nationwide chains such as Pret A Manger. 

I love Norwich because it is a small distinctive independent city.  Everyone needs to think when they do their shopping in Norwich.  Can I support our small retailers in the market, the cheeseman, the coffee guy, the lady who makes the delicious pork baps….. can I buy locally made or designed clothes, can I choose local food over that of a supermarket?  I am not asking people to pay a premium, I am suggesting people support and protect what makes our city unique and special.  Look out for the buy-local logo, or for businesses that are members of Produced in Norfolk, buy the EDP and read about what small businesses are making in our region.  Our economic position represents the choices we all make, so lets make Norwich the city the defy’s Robert Peston’s blog over and over again.  Rant over!!!