Recession-bound? Take inspiration here....

Razzle Dazzle Ices

Dairy Free (No Cream) Ice Cream

2 Sycamore Close

Taunton

Somerset

TA1 2QJ

http://www.razzledazzleices.co.uk/ 

@razzledazzleice

 

We talk to Phil and Darrelle Bower from Razzle Dazzle Ices about their journey in setting up the business, and their successes over the past year.  Here's what they had to say...

The inspiration to start a new Business  

Anyone who has started up in business themselves will perhaps recognise the kitchen table moments of puzzling over what to do;  and generally the outcome is something that you have a passion and a skill for.  We did think that starting a business in the midst of such a recession was a risk, but if we can survive these times then we will be building a strong business, won't we?

The idea behind Razzle Dazzle was based on experience. 

The path to starting our business started in 2006 even though we didn’t know at the time! For many years our son had issues with eczema. His dad, Phil, also had similar problems and issues with joint stiffness as well. We could not work out what the trigger was to these problems. Following some consultations with a Kineseologist, it was suggested that dairy might be an issue causing the joint pain. As a result, the whole family cut out dairy. This had an amazing result with the joint stiffness gone in just over a week, and amazingly William’s eczema also cleared up.  Sadly, for an 11 year old to be told the he couldn’t have his favourite foods (Chocolate and Ice Cream),  it wasn’t a good place to be!  This was the inspiration for our business in 2011.  When redundancy hit, we took what had been a series of recipes developed for home use, and turned them into a commercial proposition.

Our mission is to produce dairy-free alternatives to dairy ice cream:  products with a similar taste and texture, but no dairy.

Food has been a family matter since the 1800's. 

Bird's Custard was designed and manufactured in Birmingham by the Bird family. Alfred Bird developed the custard powder in 1837 for his wife who was allergic to eggs, and formed Alfred Bird and Sons in 1843 where they also made the newly invented Baking Powder. Alfred Bird is Phil's Great (x3) Uncle. Bird's is now a brand of Premier Foods. Interesting that in 2012 we find ourselves making a product in response to a dietary restriction.

Social Media has been a real benefit to us. 

Marketing is a real problem-area for so many businesses. Once you have identified the 'route to market' you then have to establish how you interact with that market, and how much you are willing to invest. If you are looking to run a campaign in the local press, the costs can spiral, and our experience has been that you don't see much traceable return. Yes it helps to reinforce brand identity, but how do you track this investment against returns? We have used Facebook and Twitter to good effect. In June 2012 we won Theo Paphitis's Twitter Small Business Sunday competition (for more information take a look at www.theopaphitissbs.com ) and in March we were fortunate to be invited along with the other weekly winners to meet Theo at Edgbaston Cricket Club. He is a real inspiration, and a massive supporter of small businesses like ours. Despite his 'media' appearance he has had both failure and phenomenal success in business, from humble roots.

Razzle Dazzle a year on.

The year started strongly, and armed with our products which are all dairy and wheat free, we go forwards. We have been invited to go along to two Vegan fairs - one in Taunton and one in Plymouth - and have had a repeat order from our distributors, which is really good news! We are proud to be supplying into independent food stores and local supermarket Touts Budgens in Cheddar. We are doing selected events this year please check our website for information.

Don’t prejudge your market. 

Our business was built on making a Dairy Free Ice Cream specifically with the Dairy Intolerance market in mind. We couldn’t imagine that the Vegan marketplace would eventually pick us up, or indeed the reaction that we have had from dairy-loving and dairy-tolerant people to our products. This just goes to show that you must always be open to looking outside the narrow constraints that we set ourselves. But do be true to your beliefs and initial market identification - there has never been a successful business that identifies its market as 'good for everyone'.

Phillip & Darrelle Bower run Razzle Dazzle Ices in Taunton, Somerset. For more information please contact them at info@razzledazzleices.co.uk or through their website www.razzledazzleices.co.uk. Follow them on twitter www.twitter.com/razzledazzleice or Facebook www.facebook.com/razzedazzeices

Make your exhibition WORK!

Resident Organising Guru Dawn Webb updates us on Part 2 of her "How to Make Exhibitions Work for YOU" blog... here's what she had to say about the importance of pre-event communication.

The Importance of pre-event communication - Your Bible for Event Preparation.

OK, so your Organisation has booked and paid for a space at an exhibition, what now? Wait for the exhibition day to come and turn up to represent your products and services?
Well the answer to that is NO! There is so much that can be done between booking and the event day itself. As an Exhibitions Organiser myself, I thought it would be useful to share some tips which I have been learning and picking up since my career started in December 2010.

Firstly, Stuff you have to do:

I have to start with what is (in my eyes!) the most important thing to do….

Read and respond to the information sent by the event organiser. Documents such as the Exhibitor Manual & Exhibitor Information Sheet are not created for fun or sent to clog up your inbox! Everything that is sent out is very important, prepared to help you and should be read carefully and completed, where necessary. The Manual, for example, will include all information you will need to prepare for the show including:
- Directions to the venue
- access & set up times
- opening hours
- catering available
- car parking
- what is included in your stand package and much more!

I understand that the Exhibitor Manual can be a hefty document and may take a while to read through, but by allocating yourself time to do so, you will save yourself time in the future by not needing to ask so many questions. Do not get me wrong, the organiser is always available to answer queries and questions, not matter how ‘silly’ you may think they are.
9 out of 10 times, this information can be found in documents sent to you already.
Any attachments to emails are there for a purpose too. Most forms that need completing and returning play a big part in the marketing of your company at the show. The information that is needed may go towards editorial in show programmes, exhibitor name badge creation and possible pre-event marketing such as Press Releases and website blurb.

Secondly, Get on the band-wagon and get involved!

Whilst the Event Management Company will be doing everything behind the scenes, including their own marketing campaign, it is very important for each exhibitor to promote their own presence.
Whether this is by:

- Social Media Channels
- blogs
- e-mails to your client database inviting them to come and see you at your stand or
- even just good, old-fashioned word of mouth
…it is massively important.

The Event Management Company should be able to provide you with items such as:

- branded buttons and banners for your website,
- logos for your e-mail signature
- branded invitations to send by e-mail
- leaflets to distribute or place in your reception area
-press releases to be used in your local newsletters or papers
……So what is your excuse?

Thirdly, and finally, Brainstorm in a teacup

Decide on your Event Day Strategy with your chosen A-Team.
The exhibiting staff for your stand need to communicate with each other. Have meetings, put your heads together to create your plan of action, work out what you want to gain from exhibiting.

Why are you exhibiting?
- Are you there to gain new client leads?
- Do you want to promote your brand?
- Do you want launch a new product or celebrate an anniversary?
- Do you want to keep an eye on your main competitors?

Whatever the reason, you need to plan your stand and you need to ensure that you get out of the show exactly what it is you wanted.
Let the organisers know of any special activities you are going to do to gain extra marketing coverage.

IDEAS to help you get started...

- Run a free prize draw on your stand
- have an interactive demo for visitors to have a go at
- have pop-up banners, posters, presentations running etc.

Stand out from the crowd, draw visitors to your stand and ensure that your representatives are being ‘approachable’- visitors need to feel comfortable walking over.
First impressions are essential- it could be the difference between visitors walking to you or past you.

REMEMBER…you have paid for this space. You need to utilise everything you have and everything you are given to make the event really work for you.
The organiser is always there to help, in the run up to the event, at the event and after the event. So kick off your shoes, grab some masking tape, replicate your stand size on your boardroom carpet and start preparing the space that could be your next business success!

GOOD LUCK!

If you'd like to know more about making exhibitions work for you, please feel free to contact our Marketing Team on marketing@jobserveevents.com. If you'd like to speak to us about our B2B events in your region, please contact Organising@jobserveevents.com or ring us on 01823 250 930.

Sensory Attraction: is this the way forward for Exhibitions?

We're event organisers. We love what we do, and what we do, we do it well. This week, one of our Fundi's, Dawn Webb, gave us her thoughts about what she sees trending in the exhibition space... here's what she says.


It has been researched and is well-known that B2B exhibitions are an invaluable way to reach new customers, keep track of competitors, network and sustain existing customers. It is the best way to get so many decision-makers in the same place at the same time and allows people to get their message across to the correct audience.

As an exhibitor, how can you ensure that you make the most out of the shows as you possibly can? Taking you straight past the preparation that you will do in the lead up to the show, I want to outline the importance of the 5 Senses and how to use them to attract potential new clients to your stand as well as making you memorable!


Sight: I will start with the obvious!

Your stand needs to be attractive. The visitor’s eyes need to be drawn to your stand over every other stand in the room.
The basics are having posters, banners & pull ups which state your brand colours and logos and key points about the services or products you offer.
The more complex can involve:

• Uniforms/costumes

• The use of AV equipment such as Plasma screens, computers and projectors running presentations, websites etc

• Full stand cover graphics.

• Even items such as branded pens, keyrings and mousemats are very useful to give away. These items are likely to stay in people’s sight for a lot longer than just the event day!

The sight aspect covers the ‘First Impressions’. If your stand looks attractive- you’ve won half the battle!

Hearing: Listen Carefully….

Your representatives need to be confident in what they are pitching so that what the visitor hears is appealing to them. The information needs to be clear and concise. The conversation between exhibitor and visitor needs to be just that….remember not to talk your potential clients into a deep sleep!
Ask them questions, find out what they are looking for and tell them how you can help.
Hearing is not all about the pitch, however. Feel free to utilise thing such as videos with sound, use music etc.
It is only human for people to source where the interesting sound is coming from!

Smell: Sniff out the competition…

Who doesn’t love the smell of freshly baked cakes, freshly roasted coffee or something cooking? Or even the smell of freshly cut grass, cleaning products or beauty products?
It is natural behaviour to follow your nose and find the source!
(Please note: This does not include eating your lunch on your stand!!)
This is not something that people usually think about, but can be a very effective measure!
Especially if any food related items are ready to try. Leading me nicely onto….

Taste: Truly Scrumptious….

Who can resist the temptation of a FREE chocolate brownie, cupcake or a glass of smoothie or a taster of wine? By attacking the taste buds of innocent visitors- you are winning them over!
You have got them to your stand- use this to your advantage!

Touch: A Hands on Approach….

Interactivity is hugely important. Is there a better way to prove to your potential clients how great your product is than by actually showing them there and then?
Product demonstrations can be a great way to draw people’s attention. Let them have a play- see first hand how this product or service can help them.
If it is more relevant, bring along samples. For example, if you are a furniture business, bring along some items and materials- use different textures. If you are a carpet company, bring some examples etc etc.
It is natural for a human being to be curious and let ‘small’ things such as the above take over their thoughts for a time period! Personally, if I can smell some cake somewhere- I will not stop until I have found it!

Using the ideas above (and more of your own!) will draw people to your stand. Whether they are looking for your product/service or not- you have got them there! Talk to them, exchange business cards. It may not have been their intention but you will last in their memory longer than many other people they will have spoken to that day. And that is the key- make your brand last, be the first company that they will recall. (Even if it was because you were the stand where they had that yummy cake!)


Dawn Webb is an Event Organiser with JobServe Events. If you want to contact her, please feel free to email organising@jobserveevents.com

How Winnthinking Ltd. made visiting Business East a valuable morning’s ‘work’

Who else went to Business East on 07 March? You remember, it was the day it threw down sleety rain. (Note to self: unless you have a car as part of your display, book a space indoors. March can be treacherous).

Once through the door at the Weston Homes Stadium (great venue - spacious, light, welcoming, easy parking), I received a warm greeting from the Jobserve Events team, and went through to a room that was already buzzing just fifteen minutes after opening.

Now, I’ve attended many exhibitions before, primarily those huge affairs at Olympia, Harrogate and such like, so I wasn’t too sure what to expect from a smaller, local event. Know what? I got so much out of it. The quality of the exhibitors was extremely high, and businesses had worked hard to make their stands attractive, interactive and appropriately targeted to visitors. In amongst the seasoned exhibition-goers were a number of first timers, and I suspect these had greatly benefited from the Exhibitor Training session run by Katy Roberts a month earlier. As a potential exhibitor next year, I had also attended that session, and it left me impressed by the level of support given by the Jobserve Events team to exhibitors throughout the preparation stages, the day itself and beyond.

Sadly, limited time meant I didn’t manage to take in any of the seminars on offer, some of which sounded particularly interesting and practical. But actually, that is a sign of how successful the main exhibition hall was in keeping my attention. At those bigger shows one gets used to walking past lots of stands that are not on your ‘shopping list’. The difference when you attend a local event is that you are networking with your own business community, and are foolish to waste the opportunity to find out more about everything it has to offer.

My outcomes from the day? A couple of new channels by which I will be marketing my business and the courses I offer; some early ideas about promotional items which is part of my planning for next year; a welcome nudge to join the Federation of Small Businesses; numerous new contacts on LinkedIn, many of whom I have spoken with since, and I have viewed two potential training venues. And some pens and sweeties, of course, which are always most welcome!

Thank you to Jobserve Events and all the exhibitors for providing an impressive showcase of businesses in our region. I shall have to think seriously about being a part of the event myself next year.

Rebecca Winn is Managing Director, Training Consultant and Coach at Winnthinking Ltd., helping you and your business think your way onwards and upwards! Sign up for our free tips and updates here: www.winnthinking.co.uk

A review of Business South 2012 by visitor Jeremy Nicholson

On 22 February I went along to Business South 2012 at the Rose Bowl in Southampton. It’s a yearly Business2Business event, staged by JobServe Events, designed to bring together the top companies in Hampshire.

I have to say, I was really impressed by the scale of the event – over 100 businesses exhibiting and many hundreds of visitors. It was a great opportunity to network, find out about unfamiliar companies, and have a sneaky peek at what your competitors are up to.

The atmosphere, though professional, was informal and everyone I spoke to was genuinely interested to hear about me and Creative, and of course more than willing to talk about their own businesses too. Even competitors seemed to approach the event in a spirit of camaraderie rather than suspicion, which can be the case at some networking events. The overriding objective was to further the ambitions of Hampshire commerce as a whole, and I think everyone can be very proud of fulfilling that collective aim admirably.

There was also a series of very useful seminars in the Wow Business Growth Zone, a real rallying call for ambitious business people with loads of down-to-earth tips for better business practice. I particularly enjoyed “Marketing on a Shoestring” because it was held in the form of a workshop on a table by table basis. By coincidence, I happened to be sitting on a table with two gentlemen from a company that competes directly with Creative in Hampshire, but far from bad vibes or one-upmanship, we learned a lot from each other and a good many ideas were bounced around the table, with everyone adding to the knowledge and experience base. It was a really productive session.

My only regret was that I couldn’t attend the second day!

The good news for all of you out there who aren’t fortunate enough to live in Hampshire(!) is that these shows are replicated around the country. Next up is Business East 2012 in Colchester on 7 March, so get yourself along there and check it out!

Jeremy Nicholson
Creative Partner
jeremy.nicholson@creativenetwork.co.uk

www.business2bussinessshows.com/business-south
Contact JobServe Events on 01823 250539 or email: marketing@jobserveevents.com

Small Business Need Intensive Care

With all the talk of NHS reforms in the news lately, I’ve been thinking about the ‘health care’ that small businesses need if they’re to get off the ground successfully and go on to greater things.

Intensive care facilities for small businesses might include somewhere to call home, proper business advice, training in business essentials or peer to peer groups that can provide support. All of these elements have been available – in various formats – to businesses for years, but they vary enormously in quality and content of offering. And of course, some of those on offer are financially way out of reach for business start-ups.

At Colbea we see businesses who are still in the planning stage, about to launch or have just started to trade. What is it that all of them need…regardless of what stage they’re at? Almost universally, we find that enterpreneurs want an objective, honest appraisal, whether that’s of their business plan, their marketing strategy or even their product or service! Unfortunately, there are times when we have to be cruel to be kind; the news that their launch is likely to fail is never received well but it’s better to give a realistic evaluation than to encourage a business that we know will fail before it reaches its first birthday. Often, we can set clients off on a path of market research or product/service development that means they can still fulfil their dreams but with a modified plan that has a decent chance of success.

As part of this process we try to introduce businesses to others who have ‘been there, done it and got the t-shirt’. There’s nothing like real experience to provide lessons, to motivate or even to dissuade! We’re about to launch a new business club that will be run for its members by its members and this will be a forum where experiences and ideas can be exchanged.

Intensive care is essential for small businesses. Few survive in isolation and the numbers that go on to create robust enterprises are almost always those who’ve had support at the outset.

By Bob Baggalley of Colbea
For information visit www.colbea.co.uk or call 01206 548833

Marketing Donut's top ten tips for successful eventing

Events can be a great way of engaging with potential customers – provided that you promote yourself effectively and get the basics right. Here are ten bits of advice from Marketing Donut which will ensure that your events are a real talking point.

1. Location, location, location: give careful consideration to the events and trade fairs that you decide to attend. Give yourself the best marketing opportunity from the outset by ensuring that your target market are likely to be in attendance. It will make it much easier to promote your product or service.

2. Advertise: if you’re attending an event, make sure people know about it. Tell people about the event on your website or in a blog post in the run up to the event. Engage with potential attendees via social media sites such as Twitter or Facebook, and get people interested before the day. There’s more about making social media work for you and your business on our website.

3. Staff: Make sure that the people representing your business at the event are motivated and enthusiastic. They need to be willing to approach members of the public and engage them in conversation.

4. Have clear objectives: make sure you know what you want to gain by attending the event. This will ensure that you work productively, stay focused and make the most of the opportunity you have.

5. Have an events manager: someone should be overseeing the logistics of your event. This person needs to be decisive and able to use their initiative, as events can be unpredictable. If for example, there should be a problem at the event venue, someone needs to take the lead and implement a plan B.

6. Make sure that you can be found: there’s no point in attending an event if your stand isn’t clearly advertised and easy to locate. Approach the stand from different angles as a member of the public might, to ensure that your stand is clear and inviting. Use signage and posters with your businesses branding to make your stand eye-catching. Discover more about branding here.

7. First impressions count: make eye contact and smile at those who pass your stand. Everyone is a potential customer! Our article ‘It’s not what you say, but how you say it’ outlines the importance of making a good first impression in business.

8. Talk less, listen more: listen to the questions of those who approach you. Identify their needs and think about how you can be of use to them. It’s certainly preferable to the hard sell and will leave people with a more favourable impression.

9. Promotional items: make sure that your business name and/or logo is on all promotional items. Try to be original too – you need to stand out from the crowd and be memorable, especially if there are a number of other businesses at the event.

10. Look to the future: make sure that any leaflets or brochures you give out feature contact details to all of the platforms your business utilises – telephone, website, email, Facebook, Twitter, Linkedin. You could include a QR code on leaflets, which takes people straight to your website when scanned, or advertise a promotional code at the event, which might encourage people to bear your business in mind once the event is over. You can find out more information about how to create a QR code on the IT Donut.