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Murmurs of excitement over the course of the past year leading up to Epic Studios’ installation of Martin Audio’s MLA PA system reached their natural climax at their Norwich premises. The investment of over £250,000 in the revered sound system stencils the venue in amongst the elite, global clique of spaces with the capacity to claim this class of state-of-the-art audio technology. Martin Audio specialises in bespoke British sound engineering boasting an international reputation for supplying award-winning, industry-benchmark loudspeaker systems across the full spectrum of live sound and installation applications; offering unrivalled sound coverage, consistency and control through a combination of deftly-crafted acoustic designs and prediction & optimisation software of pin-point accuracy.

Included in the investment was Allen & Heath’s snazzy, flagship dLive s7000 mixing board to maximise sound quality by giving incredible fidelity through the MLA rig. This offers a great deal of flexibility for the venue escalating audio performance of the system to dizzying levels.

Epic Studios’ installation of the globally-acclaimed PA system follows a push by management to establish the venue as the best, most technologically-advanced in East Anglia. The initiative – which began last year with an additional previous quarter million-pound investment in lighting and effects apparatus – is part of a drive to instil Epic Studios as a top-tier small arena to take its rightful place on the national stage. Further efforts include road-mapping plans to increase capacity towards a full-scale 3000-strong audience area. Such activities are all aimed at fulfilling the venue’s vision of pioneering spotless, emphatic acoustics and dazzling optical displays lifting the local music scene into the Golden Age of 21st century audio-visual spectacle whilst championing greater exposure for local talent.

The ethos of Martin Audio’s research & development is a commitment to quality ensuring any application offers ultimate performance with distinguished sound characteristics being inherent to the acoustic design rather than dependent on any subsequent electronic correction. The Multi-cellular Loudspeaker Array, or ‘MLA’ as it’s commonly abbreviated, is the flagship technology of the celebrated audio experts having revolutionised sonic performance amongst high-end loudspeaker systems in their category, full technical specifications are available here. Key benefits include:

SOUND PERFORMANCE

A crisp, flawless sound affirms MLA as the industry benchmark of audio technology. The challenge of a professional PA/loudspeaker system is to create as neutral a frequency response as possible to result in a ‘flat’ sonic signature to uniformly preserve the loudness of musical elements without over or underemphasising any frequency band. Essentially, this allows music to be enjoyed as true to the original recording as possible since there is little-to-no forced changes to its reproduction. In the case of live music this allows a meticulous authenticity using pure, untainted acoustics as a foundation and minutely adjusting equaliser (EQ) levels to enable a personalised frequency response unique to the artist’s own specific sound.

NOISE POLLUTION REDUCTION

MLA software enables precise venue mapping and sound containment. Fine control of how each component of the MLA covers its designated audio area allows the highest sound levels to be experienced by the audience without exceeding noise pollution levels beyond the perimeter. Intelligent software controls each array to project sound directly at the audience and then cuts it off sharply just beyond the noise perimeter, allowing a dramatic reduction in noise pollution. This means artists can play considerably louder than ever before without a reduction in sound quality or breaching noise pollution regulations. The technology effectively allows an invisible line to be drawn around a site outside of which sound tapers off so quickly and sharply that it would be inaudible.

INTELLIGENT SOFTWARE

The system allows quick, optimised setup arrangements for any venue layout whilst still allowing complete control over equaliser (EQ) settings for fine-tuning, significantly reducing the time and complexity with installation and sound checking. Unique optimisation software enables production companies to plan and visualise coverage and then achieve exact results from switch on regardless of the acoustic properties of the venue and without the requirement to fine tune upon installation.

SOUND REACH

The MLA affords exceptional blanket sound quality across the entirety of an audience space through exact sound-mapping and coverage. Autonomous software specifies exactly what sound settings are required at multiple locations within the sound area (such as the front rows, the mix position, the rear seats etc.) and then uses this information to automatically control the array to produce this result. Hence MLA technology allows the audience to be united as the same sound quality and volume is achieved throughout the defined area, from front-to-back and side-to-side. In short, the PA sounds identical at the back of the room than as if you are standing directly in front of the speaker cabinets.

The vision behind the ground-breaking MLA system is to allow artists to play to larger audiences without any detriment to sound quality being evident anywhere within the arena. From a sound engineer’s perspective, the MLA offers the benefits of extreme coherence and responsiveness from a mixing standpoint – minute fader or EQ adjustments will be extremely noticeable.

The MLA celebrates proven success across a diverse belt of prestigious installations with a client base ranging from Glastonbury, Hyde Park and Alexandra Palace and has won various industry awards for performance and innovation, including: PLASA Gold Award for Innovation; MusikMesse International Press Award and Parnell: Indispensable Technology Award.

“Over my years in business, I’ve always strived to offer the best possible service to my customers and partners. In the same stead, at Epic Studios we are now following through ambitions of increasing capacity and installing state-of-the-art facilities to cement our reputation as a world-class small arena and the best in East Anglia, offering the ultimate experience for both the audience and performing artists alike.” 

– Jonathan Thursby, owner – Epic Studios

Installation of an MLA system at Epic Studios affirms the venue as in league with very few others with the ability to offer state-of-the-art, revolutionary sound performance at unprecedented levels of volume with no detriment to quality and the added benefit of minimum disruption to the local neighbourhood. Epic Studios looks forward to welcoming acts in joining us to enjoy the unrivalled sonic experience allowed by this exclusive, avant-garde sound system for events such as for the screening of trademark show ‘That Music Thing’ (TMT).

For information about what’s on at Epic Studios please visit our Events page.

We are excited to announce that we have chosen the Make-A-Wish Foundation as our charity partners!

Make-A-Wish works to create life-changing wishes for critically ill children; their One True Wish made a reality at a time when they need it most.

From meeting celebrities, swimming with dolphins, and going on holiday, to being a superhero for the day, walking with dinosaurs, and even having a bedroom makeover, Make-A-Wish go above and beyond to make sure that each wish is personalised and life-changing to each individual and their families.

When a child is critically ill, the effects that these wishes can have on a child bring back the wonder, joy, and hope into their lives, whilst also building confidence, creating memories of a lifetime, as well as providing the necessary respite from the daily struggles of living with a serious illness.

Our goal will be to work closely with the charity and a chosen family in order to make their One True Wish come true, and our teams have been incredibly forthcoming with plenty of fantastic fundraising ideas to put in place over the next few months.

Speaking about the charity partnership, our Director Paul Kitley says: “We have been planning to do something where we can give back to the community for a while, but with so many charities out there it was hard picking one to support. We chose Make-A-Wish because they really do help put smiles on the faces of vulnerable children who have had the worst luck in life. We want to raise as much money as possible and help this amazing charity make some of these wishes come true.”

Shaun Campbell, Senior Community Engagement Manager at Make-A-Wish said: “When I first met with Paul and the team at TEC Partners, it was clear to see that they want to make a difference for children living with life-threatening illnesses”. He went on to say, “It’s a privilege to have the support from an energetic and forward-thinking company, we are really excited to show you the very real difference your fundraising will have on a local wish”.

Of course, none of these wishes could come true without the help of donations and sponsors, so if you’d like to help us raise money for the Make-A-Wish Foundation, please visit our JustGiving page.

Stop Marketing and Start Campaigning

No, I haven’t lost the plot. It’s just that many of the micro business owners I interact with aren’t marketing. They’re doing something they call marketing, but it’s more a lot of ad-hoc, online and offline ‘chatter’. Marketing is planned and strategic. Planning and strategy are imperative because marketing is the thing that carries the key message of a business to a specific target audience in order to achieve an overall business objective.

So, What is Marketing?

Keeping it simple:

• Marketing is a constant, consistent range of activities across a wide variety of channels, both online and offline
• Marketing has objectives and measurable targets
• Marketing is not a ‘quick win’ solution
• Marketing costs money. It doesn’t have to cost a lot of money, but it does need a budget

This is why I believe many micro businesses need to stop doing what they call marketing; because what they are doing is likely to be having very little impact on their business and profitability, while having a massive impact on their time and stress levels.

Does this Mean You Should Do No Marketing?

Absolutely not! I believe that micro businesses need to do two things:

1. Create a marketing plan
2. Start campaigning

Campaigns give marketing a boost. Marketing is constant and consistent delivering a key message to a target audience. Campaigns take place within a designated timeframe; campaigns are designed to achieve a specific objective such as an event, an offer or a promotion; campaigns are created to reach a particular group within the overall target audience of the business, such as VIP clients or repeat business from customers who haven’t purchased anything for the last three months.

Four Key Stages in Creating a Marketing Campaign

Stage 1: Planning

• Define the goals and desired outcomes for the event, offer or promotion – for example, 20 repeat orders, 50 attendees at the event, turnover £5,000
• Define the client group – for example, customers who previously spent more than £250
• Set the event, offer or promotion date(s) – for example, 1st to 5th December
• Create the title of the campaign – for example, One Day to Day One: Creating Your First Profitable Campaign, Course or Programme
• Create the content of the event, offer or promotion – for example, 1-day, VIP Strategic Success Marketing Campaign Planning Day

Stage 2: Build-Up

• Start a social media campaign blogging, Tweeting, posting etc. on topics connected to your event offer or promotion [NB: this is not a sales or a ‘buy me’ message]
• Use email marketing and newsletter to drop hints about what is coming
• Network as widely as possible to make new connections

Stage 3: Launch

• Increase your social media output – be more specific about what is on offer
• Ensure that your diary is clear and has enough space to enable you to handle enquiries or take-up of the offer.

Stage 4: Analysis and Follow-Up

• Measure the outcomes of the campaign. Did you reach your target? What went well? What didn’t go well? What will you do differently next time?
• Set the follow-up process into action
• Send a personalised thank-you all those customers or clients who took-up the offer
• Post out a general thank-you message across all social media channels – ensuring people know what they missed – perhaps they will be at the front of the queue next time!

If you’ would like to discuss your micro business marketing and campaign strategy in more detail, why not book a FREE Discovery Call with me today? 

Love it or hate it, sales is essential for growing your business. Without savvy sales you will struggle to gain the clients you need to survive in todays competitive marketplace. But it is a constant challenge because sales has changed a lot in recent years, mainly due to the use of technology and the way customers now make their purchasing decisions. So it is important that businesses don’t fall behind by using outdated, old-school sales tactics.

There are four key ways that selling has changed. Here are my thoughts on how you can adapt.

1. Selling is now about people buying you, before they start to buy into your business, products and services. That means personal brand is everything! It is vital that you do not leave this process to chance and work to create the best first impression you can. You can influence how people perceive you, those working with you, and your business. Talking about industry insights that are relevant to your customers and selling your personal differentiators will help you stand out in the crowd. Think about how you can apply this in your business and how it will change how potential new customers perceive you. Ask yourself…would my competitors be so professional?
2. Selling is no longer about pushy cold calls. It’s about helping and finding solutions to problems. Having an understanding of your customer’s industry will help, but you need to get under their skin and find out what problems, issues, frustrations and challenges they have. Find out what the negative impact might be if these things are not addressed. Making each sales conversation about the customer’s agenda, not yours, will enable you to sell solutions to problems in a way that customers see the real value of your products or services.
3. We all know that there are new touchpoints that a customer will explore before deciding to buy. These might include social media, email, print adverts, brochures, websites, comparison and review sites. In fact the average sale requires 7 to 10 touches with brand before a potential buyer converts into a customer. We need to remember that customers are not just giving you their money, they’re also going you time. So it is vital that you create positive touchpoint interactions. And don’t forget content marketing, the use of which is on the rise. It shouldn’t be trying to make a direct sale, rather position your brand as a helpful resource during the decision making process.
4. The one size fits all approach no longer works and there is now a need for individualisation. The sales process has not really changed, but the emphasis on a hard close has long been replaced by the strong opening and the need to understand your customer’s agenda. It is essential to be flexible in your approach and use different strategies for different clients. Make the conversation relevant and about ‘them’. Asking meaningful open questions that have impact will help you uncover needs, pains, issues, frustrations and challenges that you can match with the benefits of your products or services. Only then will you be communicating real value to the customer.

With the world having a surplus of similar companies, employing similar people with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality, the need to stand out in the crowd is more important now than it has ever been. Essentially your customers need to understand 3 things:

1. WHAT are the benefits of using your business?
2. HOW can you help solve their problem?
3. WHY they should use you instead of a competitor?

This means that everyone within your business who has direct contact with customers, potential new and existing, needs to understand your sales value proposition. Your SVP shows how your products or services create value for a specific customer segment and it has four essential elements:

1. Seeing things from the customers perspective
2. Telling them what is in it for them, i.e. the benefits and value that show why they should care about your solution
3. Saying why they should choose to buy from you, i.e. how you differentiate from your competitors
4. Giving some proof by using reviews or testimonials to create trust

Remember though that your sales value proposition is of little value unless it connects with the customers business issues or objectives. 

Many businesses have found that word of mouth, having a website or printed material has been enough to attract new customers. However, the goal posts keep moving and will continue to do so with BREXIT. From a sales point of view this makes the need to differentiate your business in order to generate more business even more essential. BREXIT will make it more important for companies to come across as trusted advisors or partners. Building up relationships with customers is going to be more vital than ever to sustaining continued growth, both in terms of winning repeat business and in getting referrals to convert to sales. 

Need help? andrewdennyconsulting.co.uk/support-packages

The Tudor Lodge Consultants team is happy to announce we will begin to work with Calming Blankets, who provide the best-weighted blankets on the market today. We will begin collaborating with the firm to help boost their SEO presence online and increase their Google ranking through our tried and tested reliable SEO methods.

About Calming Blankets

Calming Blankets sell weighted blankets that help people get a better night’s sleep, by providing comfort through the use of their premium fabrics. These blankets have been proven to help people with insomnia, children with autism and those affected by sleep disorders. So far, the company has sold over 50,000 in Australia, and they are now launching in the UK under their new website: https://calmingblankets.co.uk

What we are doing for Calming Blankets

Meta-data

Meta-data is very important when it comes to search rankings. We are helping Calming Blankets clean up their metadata, by ensuring all information listed is relevant, as well as removing duplicates on the site and making sure meta descriptions are the right length so that they are properly indexed by Google (under 165 characters).

Site clean-up

We will be carrying out a thorough clean up of the website to ensure that the site can be indexed by Google as efficiently as possible. For Calming Blankets, our team will put in every effort to ensure that all titles, descriptions, internal links, response codes and image-alt text have all been optimised and fixed. This will allow for smooth indexing of the website by Google, which will boost the firm’s online presence.

Backlinks

We will make sure that Calming Blankets has strong backlinks, and we will achieve this by having only reputable websites linking to the business which passed on authority to the website. We have already started approaching any partners for links including designers, stockists, accountants, outlets and many more. We are submitting a number of different press releases to different websites relating to business, startups, lifestyle and homes, creating relevancy and positioning the brand correctly.

Although early days, we expect to see the website rank in the top 10 pages of Google within a few weeks and gain a page 1 position within 3-6 months to competitive keywords including weighted blankets and sensory blankets.