P7-14News final:p5-14 NEWSJanuary 09 21/01/2009 11:15 Page 12
INDUSTRY NEWS
Switched on to discovering industry success
The annual BPMA Entrepreneur of the Industry Award is always a hotly contested event. Neill Barston caught up
with this year’s winner, Peter Middleton.
Promoting your company effectively and revolutionise the way in
imaginatively lies at the heart of any business’s which communication
success. happens within the
That’s the message from Peter Middleton , who business to business
claimed the BPMA’s Entrepreneur of the Industry world.”
Award for his innovative broadband sales and
marketing TV channels. How will your innovation
The 49 year-old from London has more than 20 make a difference?
years in the video production industry which he “Over the past 3 years
used to forge his own firm, Cre; 8, which has we have seen big
evolved over the past five years. developments in video
Across its portfolio is a range of eight stations production. Broadband
which cover everything from sales and marketing now has 420 million
techniques to offering insights into the must-have subscribers with 1 billion
new promotional gadgets. people using it- it’s the
Like any industry,those in the pirntwear world biggest media market in
can use the stations to enhance their marketing the world. But the UK has
through the new broadband stations. been slow to adapt the use
Working with tight budgets, Cre:8’s turnover of of broadband even
nearly £450,000 for the last financial year though it’s been around
Peter Middleton (right of pic) receives this year’s Entrepreneur award from
certainly impressed judges. BPMA President David for a couple of years.”
the BMPA for his new broadband marketing channels.
Lebond said: understood why businesses equip their sales teams
“Peter has made a success by being proactive What is your best advice for anyone setting out in with awful powerpoint presentations- company’s
in his approach, gaining support from associations the promotional goods business? have got to make sure there is enough budget
and institutes, demonstrating to them the power “If you have an idea you should start on it directed at promotion and marketing as it can have
of broadband TV as a marketing and straight away. So many people out there have a big impact on sales. That’s why so many
communications medium." great minds and some fantastic ideas but spend businesses fail.
As the award-winner admits, he’s sacrificed too much time thinking about them and not
many evenings in order to start his company from enough on actually implementing them. You might What plans do you have for 2009?
scratch, but feels that his hard work has now not be able to climb a mountain in a day, but “There is a lot happening in the promotions
been vindicated. taking an idea forward step by step is important. I industry and I think it’s going to be a good year.
have always believed it’s important to have a clear Our company plans to move out of its studios that
How do you feel about winning the award? goal in mind.” we hire in Battersea and develop our own site
“I was so surprised to win as I was just not which will allow us to increase the number of
expecting it. It’s great to to be recognised for the How important is marketing to businesses? stations we produce.
work we have been doing in trying to Marketing is vital which is why I’ve never For more information see cre8broadband.tv/
PROMOTA planning a show to remember
The 20th International PROMOTA clients and like-minded peers. Rod
Show 2009 is building up to be a Duncan, chairman of PROMOTA, said:
memorable event with plenty of “The show is shaping up to be one of
surprises for those in the promotions the best in the association’s history. As
industry. an established show, the event
Running between 17 – 18 February provides members with the
2009 at the NEC, Birmingham, there opportunity to form new business
will be more interactive facilities, a leads and view the latest products on
greater international attendance and offer.
a spectacular awards dinner. “Members from around the world
Now in its 20th year PROMOTA will exhibited at and visited the 2008
continue to share its wealth of show, which represents the wide buses to take you from the airport On the evening of 17 February at the
knowledge and experience of the appeal of the show and the benefits straight to the show. National Motorcycle Museum,
industry with those that exhibit and that are associated with it.” To make it as straightforward as Birmingham, guests will be treated to
visit the show. The show is easily accessible to possible to book accommodation, entertainment in celebration of the
As the only independent trade overseas visitors with the NEC in a PROMOTA has partnered with BSI, a association’s annual awards with music
show run by and for its members, prime location, only minutes away leading corporate accommodation from ABBA tribute band Bjorn again.
both visitors and exhibitors can access from Birmingham International and meetings booking specialist, to For more information see
a host of benefits, including the Airport. Airlines offer affordable flights offer special rates at selected hotels www.show.promota.co.uk or call
opportunity to meet with prospective into the city, and there are free shuttle for delegates at the show. +44 (0) 845 371 4335.
| 12 | February 2009 www.printwearandpromotion.co.uk
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