What’s the ROI on creativity?

Simeon de la Torre, owner of SIM7 creative agency, explains how branding and design can have a transformative impact on a company’s bottom line.

Many business owners and financial directors are cautious about spending money on branding and creative, but it should be seen as an investment that delivers sizeable, quantifiable returns – or as I like to call it: added oomph!

Crunching the numbers Every year, the DBA Design

Effectiveness Awards recognise examples of design that have had a tangible and measurable effect on business success – the brands and campaigns that don’t just look great or sound clever, they’ve had a transformative impact on a company’s bottom line. These aren’t just the household

names with the big-bucks budgets, or the funky products and services that you’d expect to have a creative approach. Charities, hardware manufacturers, universities and industrial engineers were all recognised.

Last year, a lightbulb

manufacturer’s playful rebrand was recognised for delivering a 38:1 return on investment and an average monthly sales increase of 301%.

B2B boost Or consider the YPO (Yorkshire Purchasing Organisation). They repositioned themselves as ‘Public Value Champions’, with a more modern, sophisticated brand personality that resulted in a 384% increase in associate members. 384%! Plus, the company’s UK- wide growth saw its workforce swell by 12% with 57 new jobs created. Meanwhile, software brand

Advanced, took a gamble on a highly (some might say insanely) creative approach built on fairy tales and a brand proposition of ‘right-first-time-solutions’. (Google it, it’s worth a look.) The happy ending? A sales pipeline of £3.93m, up 293% (on a target of £1m).

Greg Cooper

Finding a new way to network on LinkedIn

The LinkedIn mobile app has a super useful feature that makes it easy to find and connect with other members nearby at networking events. If you haven’t come across this yet, it’s called Find Nearby and can be found on the My Network menu.

It is simple to access: 1. Go to My Network Menu on your LinkedIn mobile app

2. Choose “Find Nearby”

3. You will now see other members nearby who have the feature turned on

And that’s enough oomph to make any business owner jump for joy.

E: W:

Queen's Award for Enterprise winners in the South West 2019

A diverse range of businesses from across the South West have been named as winners of the 2019 Queen's Awards for Enterprise. The Queen's Awards for Enterprise are an awards

programme for British businesses who excel at international trade, innovation or sustainable development – a number of whom are Business West members.

Let’s take a look at this year’s successful winners:

Bodywise UK (Natracare) After 30 years of sustained growth Bristol-based Natracare has successfully built markets for in over 80 countries around the world, earning the company a Queen’s Award for Enterprise in international trade. Natracare’s product range includes certified organic cotton tampons; plastic free organic and natural pads for periods, post birth and stress incontinence; as well as certified organic cotton wipes and nursing pads.

Kohler Mira Since 1921 Kohler Mira Showers has been leading the way in the UK showering market. The Cheltenham- based shower manufacturer was awarded the Queen’s Award for Enterprise this year for their innovative new Airboost system.

Maximise IT Solutions Maximise IT Solutions received a Queen’s Award for Enterprise in the innovation category. The award was given in recognition of their novel approach to automation has revolutionised parts of the financial services sector.

Precision Dippings Manufacturing It is the second time the company, which makes rubber products for the medical sector, has picked up a Queen’s Award, having won a prize for innovation in 2016. In the last three years, Precision Dippings Manufacturing has increased exports by 105% to countries including the USA, Australia, New Zealand, Germany, Netherlands, France and Sweden.

4. You can send a connection request or message existing connections

This is a Bluetooth app so you will be prompted to switch Bluetooth on if it isn’t already.

The Find Nearby Page The feature is opt-in i.e. you can only see other people who have also switched it on. You will need to turn on Find Nearby at each event you attend as it will not remain permanently on. Since Find Nearby

connection requests are sent without a message, I recommend using it to connect to people who will remember you and not to connect with everybody in the room randomly. In this way you should get a near 100% acceptance rate. The Chamber will be

encouraging people to use Find Nearby at future networking events including the Chamber Breakfasts. Next time I will tell you

another short cut for connecting to people at networking events.

Greg Cooper is a LinkedIn Coach and Trainer who helps businesses to use LinkedIn to find, connect and engage more effectively with their target audience.

MAY/JUNE 2019 insight 11


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