28-29 GC FRESH & TIMBERLINE:SPN Master pages 19/11/2009 18:18 Page 28
spnfeature
FRESH IDEAS
programme urges
companies to
Golden Coast Managing Director
‘think differently’
Jamie Adams opens the Fresh Ideas seminar
Another decline in the sale of core products such as swimming pools
and hot tubs is forcing businesses to do things differently and find
ways of surviving. Golden Coast hosted last month’s seminar at
Twickenham with the theme of urging the industry to think differently
he phrase ‘When the going gets market were either shelved or cancelled. When Sir Clive arrived for his first team
T
tough – the tough get going’ could Potter added, “Even if things don’t go meeting he put a sign up, ‘We are going
easily describe the message 100% correctly, I talk to my customers. I to win the World Cup!’ Greenwood
imparted at this year’s ‘Fresh Ideas’ tell them that there’s a problem and when I admitted that the team thought he was a
seminar, the fourth hosted by Golden think it will be resolved.” raving lunatic because they didn’t
Coast to help the industry help itself. Delegates were urged to research and understand his tactics. He had a Mission
Held again at Twickenham Rugby understand their markets and to know Statement: “To create an environment of
Ground, the theme was that if ever there competitors. “Identify key opportunities elitism, excellence, trust and fun”.
was a time to take stock of how a business that can move your business forward, then He explained that Sir Clive had faith that
is being run, now is one of the best. make a business plan and, most the team would prevail but that he also
It was a point the Fresh Ideas invitation importantly, stick to it,” he added. understood at times they would go
highlighted: ‘In uncertain times every Braving what could have been a hostile through tough time on and off the field.
business, whatever its size, must find ways audience on the eve of the postal workers’ “We bought into his principles and we
to survive a downturn in trading and industrial action, Andrew Miller, Marketing became like a band of brothers who
prepare itself to take advantage of an Development Manager for Royal Mail, achieved something very special.”
upward market when it returns’. presented the latest direct mail product Sir Clive coined the phrase ‘one-
Managing Director, Jamie Adams said: “I that enables small businesses to compete percenters’, putting a banner up in the
am sure we all have varying opinions about with the ‘big boys’ using targeted team’s changing room, wherever they were
where the industry is heading but generally professional campaigns. playing, which extolled the belief that if
2009 has been another poor year. We’ve Describing the four reasons for using 100 things became one per cent better,
just witnessed our fourth consecutive wet direct mail as ‘Get, keep, grow and win the team would become world champions.
summer, which combined with a pretty dire back’ customers, he said conventional direct Closing the seminar Jamie Adams said:
economic situation, has resulted in the mail campaigns were considered a costly “We’ve heard a lot of great ideas here,
industry seeing another decline in the sale exercise, which had been estimated to take there are many to choose from but please
of core products such as swimming pools anything up to 16 weeks to complete from take just one fresh idea back to your
and hot tubs.” initial creation to eventual mailing. business and implement it,” he said.
Lester Potter, Sales and Marketing The new ‘Mailshots Online’ service “Make a start tomorrow and make a
Director responsible for Building allows businesses, whatever their size, to difference to your business, because to
Technologies at Siemens, provided create and despatch a high quality mail survive and grow in difficult times we all
pointers to ‘Selling in a Recession’, shot within an hour, to a targeted audience need to change and it’s the businesses that
explaining how to deliver long term with a first class post guarantee of delivery start to think differently and start to invest
profitable growth through long term the next day. in themselves that will be ones that reap
customer relationships. Making the comparison that the tactics the benefits in the future.”
He admitted that whilst the ‘intelligent used for business can be adapted for sport, Golden Coast has created a new ‘Fresh
buildings’ sector in which he is involved has former England International rugby player Ideas’ e-shot programme, that will release
a massive future, even companies the size Will Greenwood gave a hard-hitting regular electronic communications, providing
of Siemens, like everyone else, found itself example of how the England team, under Sir business tips and advice throughout the year,
in the middle of a recession where at least Clive Woodward, turned from being eighth with input from professional organisations
50% of the potential projects in its core in the world to become world champions. such as Business Link. spn
28 Swimming Pool News December 09 Digital edition available at
www.swimmingpoolnews.co.uk
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