In this episode of Mic'd Up Marketer, Rikki and Emma speak with Anna Jenkinson from B & B Press about the importance of sustainability in the printing industry. Anna shares her journey of integrating sustainability into the company's marketing strategy, the challenges faced in a traditional industry, and the importance of building a culture of sustainability within the business. The conversation also touches on the significance of authenticity in marketing and offers practical advice for marketers looking to stand out in a crowded market.
Takeaways
- Sustainability can be integrated into any industry.
- Marketing is about storytelling and authenticity.
- Change in traditional businesses can be challenging but necessary.
- Building a culture of sustainability requires team buy-in.
- Transparency is key in sustainability efforts.
- Price often influences sustainability choices for customers.
- Sustainable practices can become a unique selling proposition.
- Continuous communication is essential for internal alignment.
- Small changes can lead to significant impacts over time.
- Engaging with the community can inspire change within the business.
Video Transcript
Hey everyone, welcome to Mic'd Up Marketer. My name's Rikki, I've got my co-host Emma and I've got our guest Anna here today. We're going to be talking about standing out in a crowded market. And to jump straight into it, Anna, could you give us a bit of an overview of the company you work for and what your role is please? My name's Anna and I work for a company called B&B Press.
We're a leading provider in sustainable print in the north of England. My role is a marketing and sustainability lead. I should point out at this point that it's family business and I think that helps maybe with the rest of the conversation to give context because whether I like it or not I suppose it does influence my role within the business.
But most people will know working in an SME in a marketing role, you sort of get involved with a little bit of everything. So the day to day is really, really very different. Sometimes it's a great thing and sometimes I want to go and hide in a cupboard.
But as a family member, I feel very privileged that I'm able to get involved and stuck into the stuff I'm really passionate about, which is obviously why sustainability has been so important. Absolutely.
And obviously I know the amazing story of B&B Press, but for everyone that doesn't, like you said, it's a family business. It's been around for a very long time. Do you want to give us the very short version of that sort of backstory of the company? Well, yeah, it was my granddad that set the business up and now it's my dad and my uncle that are the faces behind the business.
I'm the youngest generation and hopefully there's many more years to go. But yeah, basically we have, we've always sold print, but back in the day it was mainly selling bingo tickets to social clubs. So yeah, it's evolved kind of from there.
A bit of stationery and now obviously we're commercial printers. So yeah, print through and through really. I love that backstory and how it's evolved over the years from, like you say, bingo tickets to like flyers, brochures, whatever it was.
It's had a long history through to today being like an established leading sort of commercial printer. And I guess what we're going to talk about today a bit is how you introed it. You introed it very specifically as like leading sustainability printer in the north.
And I guess that's a problem that a lot of marketers have. People would view something like the printing industry as an industry that's got a lot of competitors, quite samey, if I dare say it, between a lot of those types of printers.
So we really want to dig into like how you've come to position that in the way that you have. I think for quite a while, I felt like there was a little bit of a disconnect from my role in marketing to my role in sustainability.
But the more I spoke to people, kind of got to understand how they, yeah, they could work together. The more confident I felt. So marketing is telling a story ultimately. And I think, yeah, a great place, another podcast, sorry to say this, but when I felt really lost in that, it was how can marketing save the planet? And it kind of inspired me to have the confidence to kind of get in and see actually like, you don't have to be a sustainability expert to get involved in sustainability.
It can be whatever industry you are in, you have a place to do something about it. And you're absolutely right. I think the first, it was especially after lockdown, actually, we noticed so many things had been taken online and really had to listen to what customers, like people needed print still, but in a completely different way than they had done before.
And also needed the confidence to know that there's a sustainable option there. Yeah, that makes total sense. And I guess as well, the industry itself is quite traditional. So I guess for our kind of context, what made you realise that at this stage in the kind of print world that you thought it was important to stand out? And how did you sort of, you said there personally why you thought sustainability was the right route to go down, but how did you kind of position that to the rest of the company to sort of get them on board? Well, I'll start by saying when you introduce change into any traditional business, it doesn't go down easy.
People are quite, you're either quite reluctant to do it or kind of want, if it's been working for so long this way, like ultimately, why do we need to change things? I think it was probably 2018 when I personally became more aware of like things that I could do within my own life that could be a little bit better for the planet.
And, you know, they were only small things, but like, I couldn't ignore it. So I kind of kind of brought them conversations into the office and looked at maybe, you know, what can we do? What can we do as a business? And I started doing that research.
It did feel a little bit overwhelming, if I'm honest, because it's such a big topic. And there were so many, well, I say there were so many, there actually weren't at the time that many schemes out there.
But there wasn't really enough information that I understood that kind of looked like it aligned with our business and its values at the time. So yeah, yeah, we came across carbon balance printing and will land trust, which I was excited to kind of see that felt like a really, really great starting point.
And so did a bit of background into how, how we could get that accolade and become a carbon balance printer. And as I was going along, I was pretty impressed with what we've been doing as a business because this kind of the stuff that I found was before I before I joined a BNB press.
And we'd had our ISO 14001 for like 20 years. Well, that's 20 years now, but back then it was like still a really good length of time that we'd been recording the data that we needed. So that means like we've got our carbon footprint on record.
We've got a carbon reduction plan. So we were quite, you know, in a good position to really, really start that, start that as launching as our USP. And at the time, yeah, there weren't, there were, there were, there were, there were ways to do that. There's not many printers at all doing it.
So, yeah, we felt in a really, really good, strong place because as a carbon balance printer, you have to be seen as or not seen as. That's incorrect. You have to be looking at your emissions year on year and actively going out of your way to reduce them to maintain that status.
So, yeah, that all sounds really, really good. And I was really, really delighted because I think what we'd been doing is as a business, being mindful of that and making them commitments going forward.
But we just not really shouted out about them because we didn't really see why we needed to. But, yeah, so got ready to launch 2019. All in a really good position. Then lockdown hit, didn't it? So we had to rethink our launch because if I'm completely honest, I think people's concerns about the environment and wanting to make that a priority, whether it be personally or within the business, kind of took a bit of a backseat because, well, you know, there was so much going on that people were more worried about.
So, fast forward to now, obviously, it's like woven into everything that we do in the business. And if I'm honest, I think having that period of time to really, really work on how we put it into our, how we positioned ourselves as a business and get the team on board really has benefited.
And I also think people are now ready to hear about it. I know that might sound a little bit ironic, the fact that there's more of us and more people. So, in essence, it's slightly less of a USP. But I think people are ready.
It's become a movement, hasn't it? And people are ready to actually kind of get on board and make, yeah, make decisions based on that as a value within a business. Yeah. And I think we'll get into what you touched on, which is how did you get it into all the business and how did you put it out there and show people that you are it.
But what I liked about the backstory there is where these things kind of naturally happen. The business has already been doing it. There's an interest in it. There's personal passions in it. So, moving into a USP for a reason.
And I think particularly with environmental and sustainability type stances, sometimes people force themselves into it. It's not really something they stand for. But they think sticking a logo on a website is a USP, but you guys actually live it and breathe it.
Well, I think like for full transparency, like when obviously I'm, I think it helps having someone in the business who leads it with passion because that is contagious and people do get on board. But at the same time, you can't expect people to just get it overnight.
And also, yeah, not everybody is in like your headspace or heartspace about it. So, I think I will be, yeah, so the sales team, probably when I first rolled it out, I think they maybe saw it as a more of a box ticking exercise.
So, we were speaking to customers like, do you want the sustainable option or do you want the regular option? Whereas, I remember quite clearly an event we went to in Manchester called the Better Business Summit.
It's on its third year now. So, shout out to Hannah who, yeah, she does really, if anyone fancies it, it's a really great event to attend. But I remember leaving after the two-day conference and the team were like genuinely like inspired.
And we went back home feeling like they were going to have like genuine conversations about why actually this, this option is important. Why, why we're bothering to change how we do it as a business to provide that sustainable solution.
So, yeah, I think you do really, really need, if it's something that's going to be a culture shift within the business, you really need the buy-in and people to be enthusiastic and understand the why.
Yeah, definitely. And I think having worked with you for a few years now, Hannah, I think your passion is very contagious, definitely. I can relate to that. But I think, like you've mentioned there, it took going to an event to get the team kind of on board and get them in the mindset of it.
So, then on a more practical level and day-to-day, building it into the business and kind of the core of what you guys stand for, what does that look like in actually rolling that out across marketing and sales in the company? I think that's where probably, as I said right at the beginning, I felt there was a disconnect between marketing and sales.
I think that's where it comes into its own. I think, yeah, just having really, really good communication, both internally and externally in everything that you do to make sure them values are thought about at every part of the journey.
And I'll be honest, it's something that we're always working on. I don't think you can get that right first time around. You have to look at it, review it. But I think, yeah, it can't just be thought about in one area of the business.
It needs to be thought about at every stage. And the practical elements of what that involves, like looking at your list of things to do when you're going to roll it out, you've got to update, I don't know, you can tell me about the website, the socials, the sales materials.
There's a lot of stuff to do to kind of get the message through externally, isn't there? Yeah. And you discover stuff kind of as you're going as well. You're like, wow. Yeah, I didn't realise just how much of a task it is to kind of get it right.
You just got to keep going. We're doing the internal, obviously I can say this because it's the printing in the print world was something that we have the pleasure of being able to do in-house, but we're updating all the signage around the building at the moment.
And that's going to be exciting because again, it's just another nod to when you've got visitors. visitors coming round and you've just got staff kind of working in the print room and presses and stuff, just like them values are there and they're ever present wherever you go within the business.
That's another example of actually living it and it being a real part of the business and not a badge, isn't it? Like it should be. Like if you're a sustainable printer, it should be obvious the moment you lay eyes on you, whether it's you building your website, speaking to someone in the street that works there, this should be the things that come from.
Yeah, I mean, I think maybe I've been guilty in the past of assuming, because I live and breathe it in my role because I'm working on these things that everybody can read your mind and knows that piece of information, but it's not unless you communicate that well.
No, it doesn't work like that. You've got to go out of your way to make sure all of your team understand it and are part of it. Yeah, I suppose we touched on kind of the marketing and sales teams there, but I think you kind of mentioned it there as well, that actually it's not just those people, it's the people that are working on the print machines and stuff as well.
It's making sure that everybody in the company is kind of bought into it and like I say anyone asked, anyone who works there, they would all kind of have the same answers around what the company stands for and what makes you unique in the industry.
But with that, what have been kind of any unexpected challenges that have come with kind of rolling this out across the whole company and I guess in the industry as well? I think not everyone loves a tree hugger.
So I laugh at that because when some suggestions have come forward and maybe about things changing slightly, you do get a few eye rolls or here she is. Here she is with another idea about recycling. But I suppose that's just maybe just kind of you can laugh that one off because you know, you just can't keep going.
But I think the one that maybe was most difficult is realising that people don't want to pay more for it. So sustainability is an option. People are interested in doing the right thing, but when it comes to it, price is the deciding factor.
And I think very quickly we realised as a business that we were just going to by default make sure every print job that we did was the sustainable option. We're not going to offer a different option. That is just what we do.
And that's at no extra cost. And hope, well, it has, we know it's paid off now because actually our new inbound leads and inquiries come, people come to us because we are the sustainable print option.
So, but yeah, I think at first it's quite a daunting thing to do because you realise, oh, you know, we've chosen this as something that we're wanting to make a difference with and focus on, but are we going to lose a lot of business? But, you know, you've just got to be confident in that it is the right thing.
And obviously look at how many businesses are kind of looking at reviewing that now. So I do feel like confident in the choice that we made. Yeah, and that's the important bit, isn't it? When you look at all of the effort that everybody's put into it, the results are what matters, isn't it? And can you sit there confidently? Thinking these companies have come to us now to use us for print that wouldn't have come to a company like B&B Press had we not taken this way of positioning ourselves in the market? And can you see those types of leads coming in, those types of companies? And you can just look at that and think that's here because of the sustainable angle, not because we're a print shop in Rotherham.
Yeah, and I think there's a really lovely feeling about being involved with projects and businesses that have them aligned values. And I think across the team, they can feel that as well. You know, you're as excited as they are about the results of that project and, you know, what papers we're using, how it's going to look like, you know, all of that.
It's been the most exciting job that's come to you that you've been, like, happy to see come in as a kind of reward, I guess, for all of this effort. Oh, I don't know if I could say one off the top of my head.
I guess you don't want to say any customers better than another, but I'm just looking for an exciting job. I'm not, yeah, not pointing out any customers specifically, but we've got a few that have really, really wonderful creative design teams.
And obviously when their values aligned, but when you see, like, the beautiful designs that come, yeah, it just, it does make you appreciate print on, like, another level of saying, yeah, it's definitely still got its place.
Absolutely. Any comments or thoughts to people if they're a marketer out there at the moment? And they're thinking, oh, I'm in a manufacturing place in Hull or I'm in a accountancy in Manchester. My business doesn't really stand out.
Any advice for anyone to do? If you're saying that on a sustainability level or just in general? Yeah, if they thought we need to stand out and maybe the green piece is the way we should go, what would you say to anyone who's sat thinking that now? Do your research.
Go, yeah, don't. Don't be scared of failing. I think it can feel overwhelming and you don't necessarily have to just go and copy what other people are doing. Like, it's, that is completely different for everyone.
And in your business, it could be like, like I said, when, when I looked back, we'd been doing small things and then it got to the point where obviously we've got solar panels on the roof. Now that was quite a big thing in 2023, but like you can start with really small things.
It's quite a difficult one because it depends on the size of the business and how, yeah, starting points. Carbon literacy is a really great one for getting educated yourself on it so that you've got confidence to go into conversations.
People plan at pint events. Obviously, I host the Sheffield one, had to get in that in there, but that's a really great place for maybe building confidence and getting to know people. within that industry so that you've got like a starting point.
But I'd say, yeah. No, I think they're good, powerful takeaways, aren't they? If you're going into something new, research it, build your knowledge. I think what I'd say absolutely don't do is don't, don't go, if, if your industry is something that maybe, I don't know, don't just go and stick a green badge on it and be like, oh, I'm sustainable.
Because that's what people want in. People are, be transparent. If you're starting the journey and you've, yeah, you show that your customers that you're starting the journey, be honest about where you are, tell them that your goals, tell them where your goals are and like show that you're working towards that rather than just sticking green over everything.
Because I don't know, I think back to where I said when in 2018, I started to be interested in that personally, that actually started to dictate where I spent my money and how I bought. So I think like if you as a business want them loyal customers and want people to choose you, like you being honest and telling that story that that's where you want to get to, it's quite important.
And it builds on them relationships with clients as well, doesn't it? Absolutely. I think we're past the days where you can easily greenwash people with a logo. I think people can see through that now quite easily.
And the same, even if we take the sustainability piece, I think any positioning or USP, if you don't really live it, your customers will see it. If you're just trying to put something very thin in front of them to try and stand out.
So I think that's a really good takeaway. To end the show, we'd like to play a little game. If you both like to join in, it's a pretty nerdy search engine based game. So forgive that, but it's pretty simple.
So all I've done is I've gone on to Google Keyword Planner, put in some keywords and I've got the results of which ones have been more searched for over the last 30 days all around the world. So I'm going to ask you some.
It's not like first person to answer gets that one. You can have the same answer if you want. We've got four questions to go through and at the end, either yourself will win Anna or Emma, you'll win. And over the course of the series, we're going to rank Emma against guests and see which ones come out on top.
I feel quite happy about being the first one here because that means I'm not up against loads of other people yet. Exactly. Right. Should we jump into it? Let's start with a pretty easy one then. We're going to do first, what's search for most, Beyonce or Taylor Swift? Is this the question of right now? Yeah, last 30 days.
I'm going to say Beyonce. You would be right. And it hurts to say that because I'm a massive Swifty, but I would probably agree because of her recent like Grammy and stuff. So I'll go with Beyonce, sadly.
Well, Emma, you've betrayed your values and you've lost. So that was a good start. Beyonce was 1 million. Taylor Swift was 10 million. Stop it. Very big difference there. So yeah, no points to start the game.
I've just seen her all over this week. I've just seen her all over this week and I assumed that that was a little bit, but it could have been a trick question. That's what I thought. And now I feel like I've betrayed my family.
Well, better luck next time. Loyalty is no loyalty in this game. Okay, back on more marketing topics then. What's search for most, cold calling or inbound marketing? You're waiting for the other one to answer those.
Yeah, I'll go, I'll go, I'll, I think maybe inbound marketing. I'm going to say inbound marketing too, but you know, again, it could be a trick one because, yeah. I think you've seen a pattern here that most of them are trick questions.
It was actually cold calling, cold calling 1 million a month, inbound marketing only 100,000 a month. So again, big, big difference there. Need one of you to get a point. I've got a contingency at the end if you don't.
Let's see what happens. Right. Food related. Hopefully this is a, this is an easier topic. What's search for most? How to cook the best pizza or how to cook the best steak? Do you know what? I'm going to say pizza because we keep answering the same, but I do maybe think it is steak, but I'm just going to say pizza.
Just based on the fact that I would cook steak at home, but I don't think I would bother like making a pizza the same. I like that we got the workings out on here as well. The answer was steak. Only 100 people for pizza, 100,000 for steak.
So we got our first point on the board. I feel like there is like maybe a curiosity in perfecting that perfect steak at home. Like, you know, timings, temperature. Do we take it out to rest? Do we do that? Whereas pizza, I don't know.
Just go for it. Yeah. Well, this is last chance to get on the scoreboard, isn't it? Do people search for more using chat GTP to write their CV or to learn a language? I think write the CV. I would say the same really, but I will go with, I'll go with language to, to go different.
I feel like maybe both. I just feel like one's a bit more like practical. Like you can do this thing. If you learn a language, you've still got to learn the language. So. This one actually took me by surprise because I'd have, I'd have definitely gone with write a CV, but that was a hundred.
Stop it. Whereas 1,000 people a month search for using chat GTP to learn a language. I don't even know how that would work. Do they learn a language or does it just translate? Like just. I don't know.
It's people, I guess people are searching for it, whether it can do it or not. Yeah. I don't know, but yeah. Learning a language surprised me. So I'm still not on the leaderboard? No. This is shocking.
Well, maybe it's a case that we need to actually use chat GTP now to see if we can learn a language and see how practical that probably is. Yeah. I'll join you again and I'll speak Spanish. Oh, there you go.
Just from this. Perfect. Well, thank you so much for joining Anna. It's been amazing to talk to you about B&B Press and your journey to sustainability. Thanks for co-hosting Emma and we'll see everyone again soon.
Thanks everybody. Thank you. Thank you. Bye bye.
