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International Women’s Day 2021: Achieving an equal future in a COVID-19 world

International Women's Day 2021: Achieving an equal future in a Covid-19 world

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UN Women announced the theme for today’s International Women’s Day as being “Women in leadership: Achieving an equal future in a COVID-19 world”. This year’s theme celebrates the tremendous efforts by women and girls around the world in shaping an equal future and recovery from the COVID-19 global pandemic.

In a recent article, UN Women stated that this year’s theme is also aligned with the priority theme of the 65th session of the Commission on the Status of Women, “Women’s full and effective participation and decision-making in public life, as well as the elimination of violence, for achieving gender equality and the empowerment of all women and girls”, and the flagship Generation Equality campaign, which calls for women’s right to decision-making in all areas of life, equal pay, equal sharing of unpaid care and domestic work, an end all forms of violence against women and girls, and health-care services that respond to their needs.

Around the world many women have stood, and continue to stand, on the front lines of the COVID-19 crisis, as health care workers, caregivers, innovators, community organizers, full-time mothers turned teachers, and as some of the most exemplary and effective national leaders in combating the pandemic.

This year’s International Women’s Day theme of ‘women in leadership’ means a lot to us at En Avant. As two women working in partnership for over seven years, we firmly believe in the importance of women ‘having a seat at the table’. Having worked mostly in the financial services sector it is no surprise that there has rarely been a large number of women at Board or Executive level, no matter where we have worked, although this being said, it has been refreshing and promising to see the vast increase in female staff members within this industry. It would also be unfair not to point out the initiatives that are beginning to be put in place to ensure further equality within this industry, as well as many others. From B Corp certification looking at the diversification of a business through to female initiatives popping up left right and centre from both an internal and external perspective.

In addition to this, we are incredibly proud to have worked with a number of strong female leaders, and have had exposure to supporting female entrepreneurs, family heads, mothers, supportive wives and thriving female rising generation members.

Having worked as a Head of Marketing for over 13 years in a strongly male dominated world, Co-Founder of En Avant, Nicola Roigard, offers this view,

“There is more acceptance now than ever that women bring different experiences, perspectives and skills to the table, which is only natural. Female leaders worldwide have been known to make valuable contributions to decisions, policies and laws, as well as, more often than not, offering the compassionate delivery of communications in order to ensure the success of their efforts.

I may be biased, but as a proud New Zealander, it has been clear that throughout the Covid-19 pandemic there have been moments of advantage and success by countries that are women led, New Zealand being one of many examples, such as other heads of government in Denmark, Ethiopia, Finland, Germany, Iceland, New Zealand and Slovakia. Their speed, decisiveness and compassion enabled an effective initial response which was globally recognised.”

It is our belief at En Avant that female leadership can come in all shapes and sizes, from the importance of the role of a mother imparting family values upon the next generation and creating a nurturing environment in which for her wider family to flourish, through to female entrepreneurs and family business ‘heads’, who continue to innovate, inspire and progress their respective businesses.

The theme for this years’ International Women’s Day is incredibly strong and reflects the ever-developing world in which we live. Today, we join the world in celebrating International Women’s Day and fully support the vital work being undertaken by the UN, as well as their theme for this year.

Additional information related to the United Nations Observance of IWD 2021 is available on UN Women’s website.

[1] As of 8 November 2020. These data are compiled by UN Women based on information from UN Permanent Missions; only elected Heads of State are taken into consideration

Source: UN Women: https://www.unwomen.org/en/news/stories/2020/11/announcer-international-womens-day-2021

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Life Is For Celebrating: Ridgeview Sparkling Wines

Life Is For Celebrating: Ridgeview Sparkling Wines

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In the second of our series on our South Downs sparkling wine tour, we look at the history, family legacy and passion that drives Ridgeview sparkling wines. Well worth a trip once lockdown is over and staycations once again become the UK’s favourite hobby.

Life is for celebrating.

That was the original strap line invented by Mike and Christine Roberts when they founded Ridgeview in 1995. Today a second generation of Roberts is at the helm, and even though they rebranded two years ago, with a younger, fresher appearance, that same line can be still be found on the unwrapped label of every bottle produced in the Sussex vineyard. In just over 20 years, production has leapt from 20,000 to an estimated half a million by 2023, but even though the team has grown, it is still very much a family affair.

“At the start it was just me, Mike, Chris and Simon doing it all. Originally we produced 20,000 bottles to sell at farmer’s markets. Then we won an award and thought, hold on, we might have something here”

Mardie Roberts, wife of head winemaker Simon Roberts, son of founders Mike and Christine, is leading our tour of Ridgeview vineyard on a sunny September afternoon. In the distance are the rolling hills of the South Downs and the ‘ridge’ after which it is believed the wine is named. Although the truth behind the title of one of England’s most well-known sparkling wines, is a little bit more complicated.

“We were called Ridgeview instead of say ‘Downs View’ for a reason and that was to confuse people” says Mardie. “Simply to get people to taste it who had never tasted English Sparkling wine before. We wanted people to taste it blind, and we would line it up with Champagne and New Worlds. It wasn’t to say that we were better but that we could stand alongside the giants of the best sparkling wines of the world.  And our first label had a tiny UK on it. Now 20 years later, England is at the forefront of sparkling wine and it’s our biggest USP, and all those wonderful accolades that we have received, we can now be really proud.”

The Roberts family and the team at Ridgeview can indeed be proud, having been served at the Diamond Jubilee, Barack Obama’s state visit and are now exporting across the globe, recently finding a place on the wine list of the world renowned French Laundry by Thomas Keller.

Back in 1995, when the first vines were planted by Christine and Mike, it was simply a passion for champagne that led to starting Ridgeview, as an investment or retirement project. It was also never Simon’s intention to become a winemaker, but after helping out during his holiday from University, he discovered he had somewhat of a perfect palette, and the rest as they say is history. Mardie joined after meeting her now-husband Simon on a trip to Australia, her intention to stay for just a few years. 21 years later…

“If we weren’t constantly changing and evolving we’d probably all be a bit bored by now. My sister in law Tamara worked in the city for years and is a brilliant leader, she joined in 2004 to lead the company to where it is now. As a family it’s great as we all have different skills. My brother-in-law is technical manager and has a real eye for details. Simon is that natural winemaker, all about the making. I’m about marketing. And we have an incredible team. A real longevity of staff. People with passion and talent. We like to call it our Ridgeview family”.

That family extends beyond the hedges and vines surrounding Ridgeview’s beautiful tasting garden, where there is the chance to sample a tasting flight of their signature and limited release wines. Most of their suppliers are people that they have built sustainable relationships with and continue to form part of Mike Robert’s Ridgeview legacy.

“Our tanks are made in the Loire by another family business. Growers, manufacturers, suppliers. We want a long term relationship, so they generally tend to be a family business as well.”

The vineyards proximity to the prestigious Plumpton College, mean that over the years many of the students have spent time at Ridgeview, several staying for the long term. A third generation of Roberts are a little too young to be considered for full time employment, with the boys ranging from ages 12-16. Although according to Marnie, they do “love the family business, helping out at weekends and taking immense pride in what we have here”.

Mike Roberts, who unfortunately passed away in 2014, would have been incredibly proud to see the legacy that he left, not only surviving but thriving. Even during the pandemic, they have managed to reach out to worldwide markets, with repeat orders from both Taiwan and Singapore. It would seem that even in these dark days, there is still a time to celebrate life.

“It’s the passion that the family brings firstly to the growing of the grapes, then to the making of the wine. We think of it very much as a Ridgeview effort. When I look at the wine, it’s something that everybody has contributed to and it’s what we do together that makes it work.”

Mike Roberts, 1943-2014

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Staycation Preparation: A South Downs Sparkling Tour

Staycation Preparation: A South Downs Sparkling Tour

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Ahead next week’s ‘roadmap out of lockdown’ announcement and with many articles flooding the internet discussing the low chances of travelling outside of the UK anytime soon, we thought we would share an article from a roadtrip taken last year. On this trip Alex and Joanna Lawrence explored the South Downs in the form of a sparkling wine tour and we think this offers a staycation idea to get excited about, hopefully, for the year ahead! 

“Wine is a people story. Wine isn’t made by oak barrels and stainless steel. It is made by people.” – Dermot Sugrue, Winemaker

If you buy your wine from your local supermarket, you are not alone. Approximately 70% of the population do the same, and the choice can be overwhelming. Perhaps you pick based on the review card underneath the wine, or something you have read in the Sunday supplements. Perhaps you are drawn to the label or there are those you wish to try but don’t want to invest in the bottle without tasting? The great news is that with over 280 vineyards in England, over 100 of them sparkling, it is possible to do just this. And with many of these vineyards in close proximity to one another, such as those in the chalky South Downs, you can easily manage several in a day, with a designated driver of course.

We suggest starting your tour at Black Chalk in Andover. Although one of the relative ‘newbies’ on the English Sparkling wine scene, having only released their debut 2015 vintage in 2018, they have certainly made an impression. Winemaker Jacob Leadley, formerly of Hattingley Valley, has led the team to several awards this year. The Black Chalk signature Classic 2016 has just taken gold at the Independent English Wine Awards (IEWA) and also the title of overall winner for sparkling wine, gold at the International Wine and Sprit Competition (IWSC) and they were also crowned Newcomer of the Year at the WineGB 2020 awards. At present, Black Chalk are offering guided tastings, either with or without lunch, held outside due to the current guidelines, so don’t forget the umbrella.

Moving on from Black Chalk, the scenic route to take is along the A272 road. Although still a fairly busy route it leads you through some stunning South Downs countryside, complete with thatched villages, country pubs, and glimpses of those all important chalk ridges, the mixture of chalk and greensand soil the perfect planting base for the many vineyards in the area.

Next stop is the Wiston Estate. Owned and managed by the Goring family since 1743, it wasn’t until 2006 when the first vines were planted. It has been a long held dream of Pip Goring to plant a vineyard, having grown up amongst the mountains and vines of Cape Town, and that dream became a reality after meeting winemaker Dermot Sugrue. Together they have created several award winning vintages over the last 12 years, and in 2019 they were awarded the prestigious Decanter award ‘Best in Show’ for their Wiston Estate 2011 Blanc de Blanc.

Visits to the Wiston Estate Winery begin with a guided and informative walk through the vineyards, followed by a visit to the winery, where the traditional Coquard basket press is housed. This is one of only four outside France and is unique to the UK. This slow and gentle method of pressing ensures the purest extraction of grapes, and adds to the finesse and elegance of the finished product, not only of Wiston Estate wines but also Sugrue South Downs.

Our final vineyard is a little further along the chalky ridge, to Ridgeview vineyard near the picturesque village of Ditchling (an article to follow soon on Ridgeview). After several guided tastings, you may feel it’s time to branch out on your own, and Ridgeview has the perfect wine garden to enable you to do just that. Offering wine flights, and accompanying sharing platters, made with local Sussex produce only, this garden overlooking the famous ‘ridge view’ is the perfect setting to end your South Downs sparkling tour.

Of course at the time of publishing, there are restrictions on travel or vineyard visits, which we are hoping will be eased in the coming weeks somewhat. The good news is that many are now offering guided virtual tastings, that you can complete in the comfort of your own home. Nyetimber, one of the pioneers of English Sparkling wines, having planted their first vines in 1988, are offering virtual tastings led by one of their dedicated brand ambassadors.

If you’re after something a little more personal, Dermot Sugrue, who has just won Boutique Producer of the Year at the 2020 WineGB awards, for his 2014 ‘The Trouble with Dreams’, is available for virtual private tastings. He is also winemaker at the Wiston Estate, who have recently created their own YouTube channel, where there are vineyard tours and pre-recorded spotlight tastings, led again by Dermot. If you can’t go out to meet the people, they will bring the people, and of course the all important wine to you.

After all, as it says on every bottle of Ridgeview wine, life is for celebrating. In even the most difficult times there is always something to be thankful for. Take time, sit back and savour the experience. 

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Monthly Update: January 2021

Monthly Update: January 2021

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2020. The year that will be almost impossible to forget. The year that already has a Netflix series documenting its events and without a doubt will grace Hollywood and the big screen in the near future. 2020 also saw significant change for us, with the launch of En Avant in November and we would like to extend our thanks to everyone that has supported us during these first two months. We are very much looking ahead, as the name of our business quite literally states with ‘En Avant’ meaning ‘to move forward’ in French and we join everyone else in hoping that 2021 will see some form of normality restored (whatever that is these days) and that it will continue to offer positive news and progress.

As we are one month in to 2021, it is safe to say that January has not been without its challenges. Covid numbers continue to remain high and restrictions remain tight across the globe, whether in the form of national lockdowns, curfews or other specific measures to try and control the spread of the virus. The second largest news story that crossed our screens was the storming of the US Capitol building in the United States, in an attempt to overturn the election outcome. A week after the riot, which resulted in five deaths, the House of Representatives voted to impeach Trump for “incitement of insurrection”, making him the only US president to have been impeached twice.

The storming of the Capitol offered a perfect example of how social media can be misused and quickly saw Donald Trump permanently suspended from Twitter, due to the risk of further incitement of violence, as well as being banned from Facebook and Instagram for a period of at least two weeks. This being said, from a marketing perspective January has also provided further evidence of the importance of social media and how it can play either to a company or individual’s favour. In January we saw the continuation of pop stars and influencers rising to fame from their bedrooms during lockdowns thanks to social media platforms, as well as businesses continuing to invest in the ever-increasing virtual world in which we now live, with no immediate sign of lockdown easing in several countries around the globe. For more information take a look at our recent article on ‘the business of staying social’.

2021 has also delivered significant change already, despite only being one month in. The biggest vaccination campaign in history has begun. More than 86.4 million doses in 60 countries have been administered, according to data collected by Bloomberg. The latest rate was roughly 4.19 million doses a day, on average and there continue to be regular news updates of additional vaccines being approved and introduced.

January 20th saw the inauguration of Joe Biden as the 46th president of the United States at the US Capitol, the very same building that had been stormed two weeks prior, and Kamala Harris as Vice President, making her the first female, first black and first Asian Vice President of all time. Talk about progression and significant change.

As we looked forward in January, we also remember those that have been lost, both due to Covid-19 but also January 27thmarked Holocaust Memorial Day in the UK. Holocaust Memorial Day is the day for everyone to remember the millions of people murdered in the Holocaust, under Nazi Persecution, and in the genocides which followed in Cambodia, Rwanda, Bosnia, and Darfur. The theme for the day this year is ‘be the light in the darkness’. This theme asks us to consider different kinds of ‘darkness’, for example, identity-based persecution, misinformation, denial of justice; and different ways of ‘being the light’.

As we enter February and continue to navigate these challenging times across the globe, we also hope that 2021 will continue to offer light to lift the darkness and that future monthly reflections will be outweighed by positive change and news from around the world.

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Stronger Together: The gift of financial literacy​

Stronger Together: The gift of financial literacy

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Financial ignorance in a family can divide and damage. Overcome these obstacles to preserve your wealth, align your family values and bring you closer together.

It has been a rallying cry among the political masses through to big pharma producing a vaccine to fight COVID both last year and this year. We’ve talked before about the advocacy of family gatherings to discuss the family wealth, but how do we educate those that haven’t been so well read in all matters financial?

It comes from making you all equals around a table. No question is too stupid to ask within the confines of the family space. If you are the one person who knows how to earn, manage and save money, it can be emotive to see the rest of them spending it.

While the family is young, it is easier to instil an understanding as well as knowledge and provide opportunities for them to budget for themselves. But when they are older, it can be a trickier proposition. A teenager is less likely to want to sit down and talk about pensions and portfolios over romance and friendships. But as young adults, they are already aware of lifestyles and aspirations that they will want to achieve.

Providing them with reading material or academic books concerning wealth is not going to be too well received at this point and so the advocacy of these meetings will allow you to not only gauge their knowledge but help them expand it. It allows you to nurture and be inclusive and not preach.

This is a proven process in bringing emotional maturity to the meetings as well as maintaining the core value that money in their lives is a creative force to be respected and valued.

It allows your wealth to have family members preserving it and working in unity in the interest of it. Above all else, it allows the family to work as a team.

It delivers on the saying of being stronger together.

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The Business of Staying Social

The Business of Staying Social

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It is clear that during the turbulent time that was 2020 and continues to be 2021, all media outlets have been inundated with specialists. While the keyboard sceptics on social media and the actual professionals have engaged in verbal warfare, the world has kept turning.

It has been a difficult time for us all. With real workplaces becoming virtual and the rise of online business being conducted via your chosen platform of screen time choice, this isn’t the new normal. It is just our world turning.

But while it can be easy to dismiss social media platforms from a corporate or beneficial business practice due to the noise, read on. There is a reason, after all, why we have a boardroom that isn’t a public space. 

Social media doesn’t necessarily mean you need to join in. You just need to know where your people are. 

As with all media forms, there is good reason to still use those most relevant to you as long as you know what you are doing.

Twitter, for example, has an immediacy that the traditional press just cannot compete with. In the time it can take for a story to be found, filed, edited, proofed, typeset, blocked at the printing presses and delivered to your door, it is very old news. This can be both a huge marketing benefit for businesses but also can mean that misinformation and attempts at brand defamation are a risk, as has very much been proven with Trump’s latest Twitter spree and therefore permanent suspension from the account. 

LinkedIn can deliver a myriad of potential jobs, clients, networking groups, industry trends and actual demonstrable businesses. As a platform LinkedIn is still considered the most business focused social platform, however one downside is that the algorithm can sometimes mean that you miss a lot of current affairs and instead receive the news that is more appropriate to grace a dental waiting room than that of today. 

And then there is the behemoth that is Facebook. What is considered often to be the original social platform, which offers a constant swelling mine of data that, unless you build an approach to using it before you use it, means that you can get lost down many rabbit holes within minutes. This platform’s purpose remains mainly social to this day, in order to stay up to date with your ‘friends’ activities, although they have now begun to branch out to the likes of Facebook marketplace, dating, gaming and even job searching. 

As with any media platform, it is about building a strategy that incorporates your objectives before you set sail upon their respective boats. 

High-net worth individuals (HWNI) on average use 2.6 social media platforms and so the first thing to note is that, irrespective of which ones you prefer, you need to understand which ones suit your business. Let’s not forget, underneath the facade of a social platform is the reality that they are a data capture business.

It is key to keeping that in the forefront of your plans for social in order to maximise your return from them.

The objective is purely selfish; make all roads lead to you.

This means understanding the platforms but then investing in training your personnel on how your company uses them and why. Corporate accounts have the tone of the business across them and the content strategy will play to the strengths of each platform you use. 

Segment your content on them across verticals, products and countries and you will already begin to be using them proactively.

Once you have the definition of this, you can step towards the goal of increased engagement. Not just on these virtual platforms, but within your real business.

Subsets of these public platforms can lead to the creation of private groups. Here you can invite clients, suppliers and key personnel to be able to nurture a community. In turn, this leverages business through your openness to sharing. 

The key to 2021 will be through authentic and supportive relationships. Social media can bring that to the table quickly, efficiently and cost effectively.

This is achieved by something that goes beyond simply providing information to the audience. Inspire them by sharing insights. Be personable with your tone and keep it interesting. Switch easily from focusing on one topic and instead balance market and private equity updates with updates of personal stories and passion assets.

Sharing recommendations from your investment officers or key personnel add character, confidence and personal touch to your business, as well as reassurance the viewer. It can spark both an interest and a talking point, both of which open a conversation. 

Many entrepreneurs around the world now thrive on these platforms and you should too. Social media is no longer the platform that some would have you believe. Corporate information through to philanthropic endeavours are not only encouraged but thrive on these platforms.

But above all else, for all the algorithms, technological terminology and pitfalls that may make the headlines, it is a very real virtual world full of fascinating people, ideas and business.

To not be there is to miss out and be left behind.

To achieve best practice from your social media presence, contact En Avant today.

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Family Offices: Talking money with your family during Lockdown 3.0

Family Offices: Talking money with your family during Lockdown 3.0

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Supporting your family isn’t just done with money. When it comes to family wealth, every member of the family needs to feel enriched and supported beyond that of simply financial means.
 
It can be an alien concept for a family to sit together and discuss issues, especially money ones, for the first time. But, it must be said, overcoming that fear is better and can relieve underlying pressures and answer questions that may be playing on one’s mind. There may be conflict or differences of opinion, it wouldn’t be a family if there wasn’t, but that’s a good thing because now you’re talking.
 
Admittedly this shouldn’t ideally take place around the dining table but rather within the safe space of a trusted adviser, but that is only to facilitate a safe space for the conversation. By talking in this manner the family squabbles are less likely to arise and the business of family wealth will remain the featured event.
 
By having the conversation, a level of financial literacy can be gleaned and shared among those that will be affected most. It is a proven methodology to have more lasting success of working together for a set of shared goals rather than having responsibility resting on a few, or worse, just one family member. 
 
The frequency of meetings is dependent on each family’s need for them, whether they be monthly, quarterly or annually. As with many families, getting together isn’t always possible for many reasons but at least having an initial sit down followed by regular updates, even using screens and technology, is prudent now more so than ever. With another national lockdown imposed on us, at least within the UK, it offers a unique opportunity for households and families and this unique opportunity comes in the form of time.
 
Sharing time and having these conversations with your family can bring a togetherness that you are all in it together. A sense of belonging. It is where you can either start conversations amongst yourselves or even virtually introduce the advisors to the family who have helped maintain and grow the portfolio. Stories of shared experiences with money and learning from the good, bad and ugly ones are encouraged. 
 
By allowing this support network for the family wealth, it not only keeps lines of communication open but it will educate the next generation of family members on all aspects of mutual benefit.
 
In business, you are encouraged to offer tools and coaching to the employees to help them develop and keep the business moving. So why not the same with your family wealth?
 
Strategic planning and investment in this fashion has shown that it not only protects the parents wealth, but it also leads to a greater return for the financial well-being of the children, as well as offering them a safe place to discuss other matters that they may be struggling with and are less likely to share outside of the confines of a ‘safe space’. 
 
After all, now more so than ever, support, trust and honesty are required as we continue to navigate this ever-changing world around us.

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Adaptation: Digitalisation and the new normal

Adaptation: Digitalisation & the new normal

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“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”

This is a statement that has been widely attributed to Charles Darwin, a man best known for his contributions to the science of evolution.

The Digital Revolution began anywhere from the late 1950s to late 1970s[1] and refers to the advancement of technology, from analogue electronic and mechanical devices, to the digital electronics technology available today. During the 1980s technology transformed the Nation with computers making their way into people’s home, schools and businesses.

As we move into to the fourth industrial revolution; which is described as building on the third, the digital revolution that has been occurring since the middle of the last century, characterised by a fusion of technologies that is blurring the lines between the physical, digital, and biological spheres[2] , we need to accept that the world is changing.

As consumers and organisations, we need to transform to survive. We have been catapulted forward multiple generations, with already existing trends such as buying online, signing-up to e-learning, online tutorials, webinars and outsourcing functions, all changing the way we operate. All of which can be done without leaving your home.

Digitalisation has changed society and human behaviour dramatically over the past decade in particular. Amongst many other key areas, it has impacted consumer behaviour and habits in science, security, health, business, socialisation and, most relevant for the world today, it has changed how we work.

In March 2020 Covid-19 was declared a pandemic and lead the world to have to lean on digitalisation in a way that it has not done so before. Lockdown prohibited businesses from having staff in the workplace, unless they were unable to work from home, and physically meeting with friends and family became impossible. Daily routines had to be re-thought, parents became teachers overnight, multiple generations were getting the hang of Zoom, Microsoft Teams and many other video conferencing channels and online exhibitions, quizzes and virtual events made a new name for themselves within a myriad of industries, including the world of art and charitable foundations.

Those companies able to use technology well in order to keep momentum, whilst continuing to rethink their business models for the future by fast-tracking a digital transformation, will be the ones ahead of their competition. As stated in our recent blog, Why outsourcing, why us? – En Avant Marketing and Concierge Services (en-avant.co.uk), when it comes to digitialisation a number of businesses and individuals are rethinking and outsourcing some of their essential and non-essential functions to third-party companies, to save on costs, streamline efficiencies and also save what is considered to be one of the most important assets of all, time. This however would not have been possible without the recent digital transformation to allow businesses this opportunity.

When talking to our counterparts across the globe, one unforeseen and regularly mentioned outcome of COVID-19 is that companies realise the benefits of fast-tracking a digital transformation. In conversations with firms across the globe, it has been highlighted had it not been for COVID-19 and being forced to adjust to the transformation, they would not be having such focused conversations with other global organisations regarding their outsourcing requirements and adopting a new way of working.

Opportunities exist now for individuals and organisations to shift their focus to embedding digitalisation, and the possibilities that this possesses, into their day-to-day lives, making it business as usual as opposed to ‘one for the future’, and so Charles Darwin’s words could not be more relevant for the evolving world that we live in today.

So, why not adapt to change and consider outsourcing to En Avant as a way to stay ahead of ever evolving trends?

To contact us for an informal conversation regarding your requirements, please do not hesitate to email us at georgieandnicola@en-avant.co.uk.

[1] Jeremy Rifkin, The Third Industrial Revolution

[2] www.weforum.org/agenda/2016/01/the-fourth-industrial-revolution-what-it-means-and-how-to-respond

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Rolling with the tide: Marketing trends and importance in 2020

Rolling with the tide: Marketing trends and importance in 2020

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We are sure that this is not going to be the first article that you have read so far this year which begins by stating the obvious, 2020 has been the most disruptive year since peacetime and has brought a whirlwind of change for businesses and individuals alike.

In our last article, we discussed how these changes have impacted businesses from a financial perspective, with many having to make redundancies or budget cuts, or even worse, have had to close the doors altogether, not having managed to weather the storm. With the environment around us ever changing, both from political, health and business standpoints, as well as quite literally from an environmental perspective, some may have thought that a business’s reaction to this change would be to ‘go slow and steady the ship’ but, in many cases, this is far from what has resulted in 2020.

Due to the increasingly digital world in which we live, Covid-19 did not offer businesses or individuals the chance to ‘go slow and steady the ship’, but in many cases did quite the opposite and provided a huge amount of pressure and very little time to adapt to the digital space, as this was the only option. As the world moved online in what seemed like a heartbeat, whether to work virtually or to partake in social gatherings, hobbies, purchase assets or continue education at any level, it barely allowed people the opportunity to ‘take a breath’.

From a marketing perspective, there were a few dramatic shifts, the most important being the widened audience that was suddenly available to market through digital channels. Many generations whom were not well versed in technology previously were suddenly figuring out how to ‘Zoom’ their families and friends, shopping online and were forced to take a giant leap forward in terms of integrating these platforms into their daily lives if they were to continue to be connected to the outside world.

In addition, it wasn’t only the demographic that shifted, but the sheer volume of customers that were suddenly online daily for a myriad of reasons. There is little additional explanation required as to how important digital marketing has become.

The only way brands have been able to capture the attention of their prospects this year, with meetings and events cancelled in many cases for almost an entire year, is by creating a strong digital presence so that their target customers are well informed. Through a strong digital presence, aligned to a strategy, purpose and values, businesses can connect, inform and create an affiliation with their customers. Whether announcing a new product, organising a virtual or physical event or launching an online campaign, reaching your target audience through digital means is much easier and, depending on the numbers that you want to reach, is much cheaper than offline means.

A brand is as good as their target audience recognising it. If you are not making enough buzz in the market then you are working in vain away from what is sure to continue to be a vital aspect of business success. Whether your goal in increasing marketing efforts in 2020 is to gain new leads, conversions or downloads, sell a product, smarten up your brand or get support in managing your daily affairs in a virtual manner, this is something that En Avant can help you with.

Let’s roll with the tide and move forward together, no one wants to be left behind as we enter what is sure to be a thriving 2021.

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Why outsourcing, why us?

Why outsourcing, why us?

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The number of businesses and individuals that are outsourcing some of their essential and non-essential functions to third-party companies are rising globally, to save on costs and streamline efficiencies and also save what is considered to be one of the most important assets of all, time.

Even prior to Covid-19, outsourcing marketing and other functions such as project management were considered to be a common approach, with outsourcing areas such as operational elements becoming increasingly prevalent in recent times for many start-ups and larger firms. However, this year’s pandemic has offered times of uncertainty and hardship for many and has pushed people to cut back on costs to ‘steady the ship’. This means that marketing (and other teams) budgets and teams have been either cut back or cut all together, meaning that the only way to continue moving forward with existing efforts is either to add additional workload to existing staff or diversify and outsource business functions to cost-effective third party contractors.

In this ever-changing world, we have witnessed that individuals and businesses are not only busier than ever but are pushing themselves hard to keep up with the likes of increasing digital trends in order to compete during the pandemic. There have been few businesses that have cut back efforts and instead have faced additional workload to continue to drive performance, which is both unsustainable and inefficient. These circumstances, teamed with the inability or unwillingness  to commit to long-term staffing and budget requirements, is where outsourcing comes into its own.

Earlier this year, Capital Counselor, produced the following intriguing top outsourcing statistics:

  • In 2019, the worldwide outsourcing market was worth $92.5 billion.
  • The top reason for outsourcing (59%) is to save money and cut costs.
  • Around 300,000 jobs are outsourced by the US annually.

Around 37% of small businesses use outsourcing to handle at least one of their business processes.

With demands for outsourced marketing services increasing but the above mentioned challenges not seemingly budging any time soon, En Avant’s overall purpose is to act as an extension of you or your existing team(s) or to act independently on your behalf, providing several advantages for your business, which include:

  • Saving time. Our time is Your time.
  • Saving on costs and effectiveness.
  • Costing you less to deliver a better return on investment (ROI).
  • Giving you access to a broader pool of expertise.
  • Enable you to set a scope of work and budget, moving forward in a way that you are comfortable and confident with.

Additionally, there are several reasons outsourced marketing can be beneficial for businesses. Examples include:

  • You don’t have the expertise in-house.
  • You already have too much to do without taking on marketing or concierge activities.
  • You want to reduce spend on larger marketing firms or avoid hiring in-house.
  • You want to better position your business to achieve higher results and returns.

All businesses have different requirements and En Avant offers a private and personal approach, providing bespoke marketing and concierge services, ‘filling in the gaps’ in a way that businesses and individuals can trust and can tailor marketing packages to fit almost any budget.

For us, we owe a lot to the individuals and experiences that have shaped us throughout our lives and careers and believe that strong values and ethics, along with trust and dependability, are the key to success in our line of work. We take pride in everything that we do, from our strong relationships with clients and partners, through to delivering the final product and treating every opportunity as a new experience in which to immerse ourselves.

Let’s push things forward. Together.

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e: georgieandnicola@en-avant.co.uk

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