Marketing Advice 'Paves' The Way
9th September 2002
A new marketing campaign aimed at promoting Caithness flagstone as a paving material in English towns and cities is getting underway thanks to Caithness and Sutherland Enterprise (CASE).
Caithness-based A & D Sutherland Ltd have won many high profile contracts in Scotland including the Royal Mile in Edinburgh and Glasgow's Buchanan Street, but jobs south of the border have been few and far between in recent years.
With help from CASE's HIE-Marks advisor, Robin Paterson, a direct mail campaign targeting every landscape architect in England and relevant personnel in English local authorities is being prepared and will be rolled out this autumn.
Robin said: "It is essential that the promotional material succeeds in attracting the attention of its target audience through good copy and excellent graphic design. It is also essential that we provide a variety of opportunities for the recipient to contact the staff of A & D Sutherland for further information on the product.
"In short, we are trying to develop a relationship between the potential customer and A & D Sutherland because this is at the heart of good marketing and every successful business."
Commenting on the assistance they have received from CASE, Alexander Sutherland, director of A & D Sutherland, said: "The unique durable and aesthetic qualities of Caithness Flagstone have for centuries been a popular paving material in Scotland. Understandably I was delighted when Robin Paterson offered to help the business do something to address our problem with the market in England.
"Many local authorities and landscape architects in England, responsible for deciding on what materials to use in their plans, have either forgotten or are unaware of the stone's natural beauty and the fact that Caithness Flagstone will not become worn out in a matter of years unlike many other natural stone products.
Carroll Buxton, chief executive at CASE said: "It is gratifying that CASE is recognised not only for the financial help that we can offer but also for our expert guidance.
"The advice offered by CASE's Business Information Source officer, e-commerce advisors, business counsellors as well as the HIE-Marks advisor is free and is therefore a real asset that should be accessed by every business in the Caithness and Sutherland area."
A kit home and window manufacturer with operations in Caithness and Inverness has been shortlisted for a national award for innovation. Norscot is one of three finalists in the Scottish Knowledge Exchange Awards 2018 Innovation of the Year category, after developing a system for clients to view their new homes on site virtually before building work starts.
A Shetland boat building and engineering company has increased its workforce and is set to expand internationally as orders for workboats grow. Six new jobs have already been created at Malakoff Ltd after opening a new site earlier this year at Greenhead Base in Lerwick.
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A new £16 million initiative is to be launched in the Highlands to boost innovation. The Northern Innovation Hub (NIH) will focus on four key industry sectors.
A new residential music studio in the Outer Hebrides is set to capitalise on its scenic location and high-end technology to attract both UK and international recording artists. Black Bay Studio has opened for business on the island of Great Bernera just off the west coast of the Isle of Lewis.
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