Creating new opportunities
The annual European Sales and Marketing Association (ESMA) convention came to Dublin this year and focused on exploring emerging opportunities in the Irish market, as ESMA president and SHS Sales & Marketing managing director, David O’Neill explains
Print14 October 2013
Last month the annual ESMA convention returned to Ireland with the theme ‘Creating new opportunities’. Held in the Conrad Hotel, Dublin, the convention set out to highlight emerging opportunities in the Irish market. The convention, which attracted specialists from more than 80 sales and marketing firms from across Europe, was a great success for all who attended.
On the success of the event and feedback received from those who attended, current ESMA president, David O’Neill said: "The fact that we hosted a fully-subscribed convention shows that the organisation is delivering for its members. On a personal level, I was really delighted to review the post-event feedback and read that over 70% of the participants said it was one of the best ESMA events in many years."
SHS Sales & Marketing has been involved with the ESMA for more than 20 years so becoming ESMA president for 2013 came as a high achievement for O’Neill and the company. "The presidency rotates each year and it was a huge honour to be selected at the annual Vienna Convention in September last year," he said.
With the presidency coming to Ireland so too does the convention which is always held in the country where the president is based. "It’s also a city with a real energy at the moment and we were excited to introduce our members to all the city had to offer," added O’Neill.
A move to create new opportunities
The theme for this year’s convention, ‘Creating new opportunities’ came from an investment in time over the last year to understand the issues that are of concern to ESMA members and where the group could make the biggest impact.
Following a number of years when companies were reluctant to expand into new markets, O’Neill explained that the situation has changed in more recent times. He said: "The fact is, many business strategies for sales and marketing organisations across Europe are once again focusing on growth potential. For us, it was important the event provided a way for members to think outside of their current business model; we also assisted our members in establishing new connections while building new partnerships to maximise growth potential."
Creating a business that lasts
The topic of creating a business that will survive in the current economic climate was discussed by Michael Howard, managing director, SHS group. When asked about the mistakes companies make when it comes to their business models, O’Neill explained: "Working capital management is critical to current business survival, we have been able to pro¬vide brand owners with confidence and support through efficient order management and cash col¬lection, ensuring clients receive payment on time, every time."
Another issue highlighted by many companies’ business plans is that of becoming too diverse in products and moving too far away from the core business. According to O’Neill: "NPD is important, but in any line of business it’s important to keep focus on the core parts that are working and resonate with the market, your retail partners and ultimately the consumer."
On the future of the SHS Group and growing the company more in the coming years, O’Neill said: "The continued development of our company owned brands remains a key focus for the SHS Group, this will be supported by enhancing our portfolio with key brands that complement our current brand portfolios."
Sustainability the new way forward
Sustainability and sustainable practices are of concern to more and more people in recent years and the ESMA is no different. The convention this year allowed the group to further highlight the issue to its members, who it says have already been very responsive to the move to become more sustainable in their fields. On the topic, O’Neill warns: "Companies who fail to embrace sustainable practices run the risk of been left behind."
He continued "Sustainability is not just about lowering carbon footprints and sourcing eco-friendly resources, it’s about driving efficiencies and cost savings practices as more companies demand sustainability in their supply chain, it can be a deciding factor in winning or losing new business."
At the event one of the most widely received talks of the day was by Aidan Cotter, Bord Bia, who outlined the concept of Origin Green and the role that it will play in making Irish companies comply to sustainable practices in the coming years.
Expanding horizons
With the export market in Ireland expanding year-on-year, the convention this year set out to forge new connections between European companies and their Irish counterparts. Bord Bia, one of the key sponsors of the event this year, facilitated this by inviting nine Irish companies to meet with 24 ESMA members from 18 different countries.
O’Neill also explained that ESMA has now foraged a strong relationship with Bord Bia, which will see more opportunities emerge for Irish companies in the future.
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