IQ-Magazine-Issue-17

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The Cambridge Shakespeare Festival 2016 ® Coriolanus Robinson College Gardens - 11th to 30th July Twelfth Night Downing College Gardens - 11th to 30th July The Tempest St John’s College Gardens - 11th to 30th July A Midsummer Night’s Dream King’s College Gardens - 11th to 30th July The Comedy of Errors Trinity College Gardens - 1st to 20th August Henry V St John’s College Gardens - 1st to 20th August The Winter’s Tale Robinson College Gardens - 1st to 27th August As You Like It King’s College Gardens - 1st to 27th August Performances every evening except Sundays. All performances begin at 7.30pm Tickets cost £16 (£12 concessions) Available online at www.cambridgeshakespeare.com Also available on the door or in advance from: Cambridge Live, 2 Wheeler Street, Cambridge Tel: 01223 357851 www.cambridgeshakespeare.com shakespeare
Sowing the Seeds of Digital Success IQ profile From independent retailer to national online boutique, florist to the stars Paula Pryke, OBE, recently altered her business model to change with the times. Here she gives her advice for business owners looking to follow suit Paula Pryke has been hailed as a floral icon. With almost 30 years’ experience in the industry, she has produced 17 books, boasts celebrity clients and fans across the world, and even has her own flower school. Starting out with a passion for flowers, Paula has transformed her hobby into a fully-fledged entrepreneurial business. As times have changed and retail has evolved, Paula decided to implement an exercise that she hopes will alter her business dramatically, her own online flower store. The process behind moving a localised offering to a national outlook took Paula 18 months to implement. With a bricks and motor retail store in London, Paula had to transfer her highly personal outlook to suit a wideranging audience. Whilst Paula is known throughout the world for writing and media work, this experience was completely new to her and whilst it was a task that she wanted to undergo, it would mean diverting from her usual approach. Paula says, “I took some good advice from someone experienced in e-commerce and national marketing. One thing I would relay to anyone looking to take their independent brand national is to make sure that you have sufficient funds, or a strong investor. Web development, SEO and marketing services are ongoing aspects of any retail business; costs mount up, and don’t end once a site is complete. You need to be realistic.” When it comes to advising others looking to pursue their dream of going national with a business that has stemmed from a hobby, Paula offers sound advice: “Drive and ambition is key, but also you need to ensure you have a key USP. There will always be someone out there looking to compete, but you need to be sure that you’re offering the best service you can, with something desirable or required by a consumer. If your service and product is strong, and you’re promoting this efficiently through effective branding, PR, advertising and marketing, the more likely you are to be successful. I’ve always been proud to provide the best possible service, with the best possible products to my clients – and have been lucky enough to have been recognised for it across the world.” High street shops are altering, customer journeys are changing and Paula had to adapt. If you’re looking to adjust too, perhaps you can be inspired by words that Paula holds close, words of Charles Darwin, which apply to both life and business: “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. In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment.” More Information www.paulapryke.com issue 17 | page 45
Page 1: Issue 17: june - august 2016
Page 5 and 6: IQ welcome welcome to the seventeen
Page 7 and 8: IN THIS ISSUE iQ contents Gemma Tre
Page 9 and 10: IQ business overview the UK and fou
Page 11: IQ opinion Lorna Pissarro Sales & M
Page 14 and 15: Magical DECEMBER CHRISTMAS PARTY NI
Page 17 and 18: IQ investment To help I’ve listed
Page 19 and 20: The Quarterly Debate: How are Cambr
Page 21 and 22: the quarterly debate: Devolution IQ
Page 23 and 24: IQ industry insight Tourism Tourism
Page 25 and 26: IQ economy 1. Trainers There are 85
Page 27: IQ insight strong, recognised brand
Page 30 and 31: 'Big enough to cope but small enoug
Page 32 and 33: IQ advice Does your business have a
Page 34 and 35: Kindly Sponsored By B2B Exhibition
Page 36 and 37: Enduringly beautiful windows and do
Page 38 and 39: IQ industry profile insight Success
Page 40 and 41: IQ profile Second Generation Busine
Page 42 and 43: IQ marketing social spend Gone are
Page 46 and 47: IQ PR Crisis Comms: Are You Prepare
Page 48 and 49: Helping you to grow. We help busine
Page 50 and 51: IQ industry insight And they said t
Page 53 and 54: IQ profile Quick Fire Questions Wit
Page 55 and 56: IQ diary Effective Business Network
Page 57: Whipping it up at the Work Station
Page 60 and 61: IQ review book review Anatomy of th
Page 62: IQ review book review Bio: Paul Bro

IQ-Magazine-Issue-17

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