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."
More than half (53%) of Highlands and Islands businesses plan to take on new staff in the coming year, and most plan to recruit them from within the region, new research has revealed. Over 1,000 firms took part in the latest quarterly business panel survey carried out by Highlands and Islands Enterprise in February.
Scotland's leading creative industries festival, XpoNorth, has unveiled the next wave of speakers for the one-of-a-kind event this summer in Inverness. Taking place 27-28 of June 2018, XpoNorth 2018 will see a range of leading voices from across the national and international creative industries gather in the Highland capital to deliver one of the most exciting, inspiring, informative and unique events of its kind.
Individuals, businesses and community groups in and around 14 communities in the Highlands and Islands have an extra two weeks to take part in an online survey on rural banking services. Among other things, the survey asks about the importance of being able to withdraw and deposit cash locally, experiences of using Post Office and mobile banking services, and the perceived impacts of local branch closures.
Businesses in the Highlands and Islands looking to grow and become more competitive are set to benefit from a new initiative for entrepreneurs. Highlands and Islands Enterprise (HIE) has teamed up with Entrepreneurial Scotland (ES) to enable more enterprising individuals in the region to access its full range of activities and services.
The University of the Highlands and Islands is inviting applications for a new North Coast 500 studentship. The PhD opportunity has been developed by the university's Centre for History in partnership with the North Coast 500 initiative.
If your business is already selling online, or you're thinking about starting an online sales operation, why not be business brave and consider the international marketplace? With the right information, set-up and skills, your business could capitalise on the wealth of opportunities available beyond the UK!. Highlands and Islands Enterprise (HIE) invites you to attend a FREE one-day workshop, 'Selling Online Internationally', where you can learn how to increase international sales through your website.
Gavin Mackay, HIE's head of energy industries, reflects on the opportunities and challenges facing the region's energy sector. At the launch of Oil and Gas UK's 2018 business outlook in March I was invited to use their event portal to pose questions and give my ‘multiple choice’ view of the future of the UK Continental Shelf (UKCS).
HIE a' cur fàilte air Plana Cànain Nàiseanta Gàidhlig ùr Tha Iomairt na Gàidhealtachd ’s nan Eilean (HIE) a’ cur fàilte air am Plana Cànain Nàiseanta Gàidhlig ùr 2018-23 a chaidh fhoillseachadh aig Pàrlamaid na h-Alba an-dè (Diciadain 28 Màrt). Share Tha am Plana a’ sealltainn mar a thèid fàs a thoirt air a’ Ghàidhlig aig ìre nas luaithe ann an Alba.
The Highlands and Islands Food and Drink Awards 2018 are calling for entries from businesses across the region. The award's fifteen categories will be open for nominations and entries until the 15th June.
HIE is calling on businesses across the region to be ‘Business Brave' and take the leap into trading overseas by signing up to its Selling Online International trade workshops. Share The organisation has kicked off a series of free international trade workshops in a bid to support businesses that aspire to sell to overseas markets via the web but lack the knowledge and expertise to do so.
[Printer Friendly Version]