The Business Bulletin - Issue 246 - 12th May 2014


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Marketing Masterclass No 348

Myler McGrath

During the last few years, the pressure on marketing budgets has been immense and the number of businesses with Procter and Gamble style marketing budgets are few and far between. Sometimes, it's difficult to distinguish between marketing spend for vanity's sake and getting maximum bang for minimum bucks.
But there are honourable exceptions who continue to use guerrilla marketing techniques and relatively small financial resources to great effect. Tops in this category are Ryanair, Paddy Power and Lidl - all of whom have used imagination to maximise marketing impact and spend.
For example, during the Giro d'Italia approach to Dublin yesterday, Paddy Power Bookmakers set up a roadside stall which was clearly not in the best possible taste!
This stall offered race participants the opportunity to "Get 100% clean urine here" before they reached the end of the stage - a clear reference to recent doping scandals in the sport.

This is the latest in a long line of controversial stunts/adverts produced by the company - the idea being that a modest investment in a stunt can reap huge rewards in terms of free publicity. This approach illustrates guerrilla marketing  principles and Paddy Power Bookmakers have, using these techniques, raised the profile of the business to heights unimaginable within the company 15 years ago.
Over the past few weeks, Lidl have also used considerable imagination in promoting their brand and repositioning themselves as a quality retailer at a reasonable price.
On the 5th May 2014, The Secret Garden opened its ivy gates to the public for one week to host a very unique event. The chefs, the hugely talented Harry Colley and Cúan Greene, co owners of Dublin Pop Up, simmered, chopped and stirred their magic in their inimitable style throughout the week.

The food met with continuously top ratings while Twitter and Facebook were buzzing with talk and pictures of the dishes. Irish Nostalgia was the central theme which was created by Harry and Cúan using uniquely Irish produce.

What people didn't know, was the Secret Garden's real secret... Ladies and gentlemen, this is the Lidl Secret Garden... the meat, the fish, the fruit, the vegetables and every other item on the menu was purchased at Lidl.

Using Lidl's top quality, Irish produce, like Deluxe Irish Hereford Steaks supplied by Slaney Foods (based in Co. Wexford), Inisvale Lamb supplied by Irish Country Meats (based in Camolin, Co. Wexford) and Inismara Mackerel supplied by Keohane Seafoods in Co. Cork, the menu was carefully planned with the chefs along with the team at Lidl Ireland and the ultimate tasting menu was created.

Claire Moran, Communications Manager at Lidl Ireland commented, "The Secret Garden was the perfect way for people try our quality food with an open mind. We wanted to show people that good quality Irish produce doesn't have to cost the earth. The feedback from guests all week has been astounding and we hope they will be pleasantly surprised when they find out that everything was purchased at Lidl".

Over the 5 days, the Lidl Secret Garden generated a total of €12,000 from lunch and dinner bookings. This figure is being matched by Lidl and all €24,000 will be donated to Lidl's charity partner, Barretstown, a residential camp founded by Paul Newman in 1994 providing therapeutic recreation programmes for children with serious illnesses and their families.

Meet the buyer event

This FREE event includes
- Pre-arranged, face-to-face meetings with senior buyers
- Network meetings with other suppliers
- Workshops on Public tendering
- Workshops on cross border financial issues
Buyers include:

- Central Procurement Directorate NI
- Western Education & Library Board
- Newry & Mourne District Council
- King & Moffatt Group
- Airpacks Ltd
- Health & Social Care NI
- An Post
- An Garda Siochana
- Letterkenny Institute of Technology
- NuPrint
- Irish Shopper
- And others.
Date:       Wednesday 14th May
Time:       9.30am - 4.00pm
Location: Four Seasons Hotel, Monaghan
Cost:       Free
To Register:
Click here or contact or 028 7188 6131


Valentina Mango
PR and Marketing Associate
VIEW magazine and VIEWdigital media training & production
T: +44 (0) 7761486585
Twitter: @viewforni


Supplier Information Events
Want to find out about how to access supply chain opportunities from construction contracts?

We are holding a supplier information session for construction companies to inform local businesses of the supply chain opportunities available through the redevelopment of Windsor Park and Casement Park Stadiums.

Delivered in partnership between the Department of Culture, Arts and Leisure (DCAL), Belfast City Council and the Department of Employment and Learning (DEL) we are delivering two events to inform local businesses of the supplier selection process and to give them the opportunity to meet with the main contractors. 

Event information 

Prepare to tender event
At this event businesses will learn about the supplier selection process to be used in the stadium projects.  They will also be introduced to support organisations who can assist businesses to develop their capacity in areas such as health and safety, environmental compliance etc.
When:             Wednesday 14 May 2014   
Where:            Banqueting Hall, City Hall
Time:              Registration at 09.45am, event starts at 10.00am until 2pm.

Meet the Buyer event
This event will enable interested businesses to find out about current and upcoming sub contracting opportunities arising from the two stadia developments and will also provide an initial platform for networking with representatives from the main contractors.

Details of this event will be circulated in due course. 

How to register
If you are interested in attending this event you must register in advance.  To register email with your name, business name, address, email and contact telephone number or telephone 028 9050 0512.

Please note: Places will be allocated on a first come basis and preference will be given to businesses located in the Belfast City Council area.  

Registration will also be limited to one attendee per organisation.

Access to Finance Day
With the difficult economic times we live in, more and more people are trying to access finance for their business, whether for assisting with product development or just to start out a new venture.

The common problem however faced by businesses at all stages of development is where to access that finance. That’s where the Access to Finance Day steps in.

This free event will showcase lots of financial lenders available to the business community in Northern Ireland, from traditional lenders such as the banks, to the new age ‘Dragons Den’ style lending from the HALO Business Angels team.

This gives visitors a chance to talk to a wide range of lenders and see what options are available to them to assist their business.

Some of the providers who will be present on the day include:
  • Bank of Ireland 
  • Ulster Bank 
  • First Trust
  • Danske Bank
  • UCIT
  • Enterprise Northern Ireland Small Business Loan Fund
  • The Princes Trust 
  • HALO NI Business Angels Network
  • NI Business Info
Participants can register for the event in advance or just turn up on the day, where you will be more than welcome. 
Check out the video for the event at

Please see the details below, including contact information. We look forward to seeing you there.
Date - 16 May 2014
Time - 10.00 – 13.00

Location - City Business Hub, 28 – 30 Castle Lane, Belfast, BT1 5DB

Please contact Sarah Patterson on or 028 9032 9595
Alternatively visit the website

For Northern Ireland specific contracts, there are a number of sources of information specifically for contracts within Northern Ireland. The Central Procurement Directorate (CPD) handles contracts for a number of government departments. You can find a list of current tender opportunities on the 
CPD website. Again, there is no email alert facility that we can find which makes the content difficult to adapt to the Bulletin format.
Please see for the current list of Northern Ireland opportunities.
GB-Bath: Canal Wharf Residence Refurbishment
GB-London: 563-716 VB Online Annual Review 2013-14
Castle Point & Rochford Clinical Commissioning Group Multiple AQP
Safe Staffing ? Accident & Emergency Evidence Review
GB-London: 564-716 VB Editorial Content Annual Review 2013-14
Bromley Out-of-Hours Emergency Dental Services
Prescribing Support Service
GB-Stoke: Public Realm Phase 3 Hanley City Centre
Public Sale Of Used Gym Equipment
NHS Leeds West CCG, NHS Leeds North CCG and NHS Leeds South and East CCG AQP for Diagnostics Services
Vendor Neutral Managed Service for Temporary Agency Staffing, Supply Services and Health Services
Out of Hours Electrical Call Out Service
Routine and emergency soft services maintainance
LSC2160-Conservation of Strangers Dining Room
LSC2158-Departmental Co-Location Works on the Parliamentary Estate
Secure cash in transit (to include cash collection and counting services) for Kent Community Health NHS Trust
TRN 800/03/2014 - Country level climate change impacts project
Community Dietetics Led Home Enteral Feeding Service - NHS West Hampshire CCG
United Kingdom-Newport: Software package and information systems
United Kingdom-Chelmsford: Database-management system
United Kingdom-Poole: Storage and retrieval services
United Kingdom-Edinburgh: Building and facilities management services
United Kingdom-Middlesex: Medical software package
United Kingdom-Gillingham: Database and operating software package
United Kingdom-London: Telecommunications cable and equipment
United Kingdom-Bromsgrove: Environmental services
United Kingdom-Manchester: Financial information systems
United Kingdom-Birmingham: Document creation, drawing, imaging, scheduling and productivity software package
United Kingdom-Glasgow: Construction-related services
United Kingdom-Belfast: Geographic information systems (GIS or equivalent)
United Kingdom-Moor Row: Industrial quality control services
United Kingdom-London: Computer back-up services
United Kingdom-Leicester: Time accounting or human resources software package
United Kingdom-Wakefield: Command and control system
United Kingdom-Worcester: Software package and information systems
United Kingdom-Aberdeen: Web server software development services
United Kingdom-Taunton: Business services: law, marketing, consulting, recruitment, printing and security
United Kingdom-Lincoln: Mainframe computer
GB-Bath: Canal Wharf Residence Refurbishment
Tender for Supply of Gas Spares
GB-Stoke: Public Realm Phase 3 Hanley City Centre
Norway-?l: Products related to construction materials
Norway-Oslo: Modular and portable buildings
Norway-Trondheim: Welding
Norway-Skedsmokorset: Light containers
Norway-Lillehammer: Trunk road construction work
Norway-Molde: Construction work for highways, roads
Norway-Br�stadbotn: Roof-covering work
Switzerland-Baar: Construction work for gas pipelines
Norway-Leikanger: Facade work
United Kingdom-Glasgow: Medium-voltage switchboards
United Kingdom-Southampton: Construction work for engineering works except bridges, tunnels, shafts and subways
Denmark-Fredericia: Construction works for power plants and heating plants
Belgium-Brussels: High-voltage cable
United Kingdom-London: Lifts
United Kingdom-Glasgow: Ground investigation work
United Kingdom-Sheffield: Surveillance and security systems and devices
United Kingdom-Sheffield: Tanks, reservoirs, containers and pressure vessels
Belfast City Council Tenders are available at

First Edition Publications, The Technology Centre,
Townsend Enterprise Park, Townsend St., BELFAST BT13 2ES 

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