The City Magazine: Tricks of the trade:
“I’d been approached towards the end of 2014 by someone who felt that I should talk to the family that run Tricker’s…” – Martin Mason speaking about JordanSheppard
Yesterday (Sept 8th) see’s the publication of the long awaited European Commission’s report and decision into General Electric’s (GE) bid for rival Alstom. This will be the largest acquisition in GE’s history, but there have been severe concerns regarding the resultant reduction in competition.
Now for a company the size of GE to be able to acquire such a large target, there would have had to have been considerable restructuring gains due to consolidation and the merging of business units, management tasks and general back-office streamlining. This would have had to be in the order of 2,500 Middle and Senior level managers and employees as well as most of the executive board at Alstom. The market has seen a number of Senior Executives already leave Alstom Power, presumably to enter the Job Market before the ‘Rush’, even thought they would have had to forgo redundancy pay-outs. So where will the business go from here?
Now that the EU Commission has given their ‘approval’ to the deal, GE will have to deliver on its promise to create an additional 1,000 jobs in France, it will have to restructure Alstom Power in Switzerland, and they have had to sell a large part of that to Ansaldo – this disposal having been necessary to appease the Commission’s worries regarding the creation of a duopoly (GE/Alstom & Siemens) within the Large Turbine Sector.
A number of very senior executives from within the Power Industry will have already been approached regarding the need to dramatically increase the business at GE/Alstom as sales at Alstom have been ‘stagnant’ since the deal was announced. (Source: Nicholas Hirst at Politico).
The other important factor in this deal is the timing, now that China’s growth has started to slow, and their currency has been devalued, Asia is not as important to these large organisations as before. Europe may well become the centre of growth for the next few years, so the other GE Business Units should expect to receive additional talent, especially in the areas of Healthcare and Power & Water and not only in France but across the EU.
Tricker’s Appoints Martin Mason as Managing Director.
Tricker’s is delighted to announce the appointment of Martin Mason as the brand’s new Managing Director with effect from 1st June 2015. The global search was undertaken by the boutique headhunters Jordan Sheppard.
Mr. Nicholas Barltrop, the current Managing Director and fifth generation of the family to have run the Company, will become Chairman of the Board succeeding his father Mr. Don Barltrop who is stepping down from the role.
Mason brings a wealth of experience from the luxury goods sector to the 186 year old British Footwear Brand, having held Board positions at Pringle Scotland, Mulberry, John Smedley, Lulu Guinness and most recently Nicole Farhi.
Nick Barltrop commented: “I am delighted that Martin has agreed to join the Tricker’s team as our new Managing Director. He brings with him an invaluable wealth of knowledge in global brand building, which will no doubt improve our visibility, drive international expansion and bring the Tricker’s brand renewed energy and growth.”
Martin Mason said: “I am absolutely thrilled to be joining Tricker’s; it is a much-loved and wonderful British luxury brand. I consider it a real honour to be the very first Managing Director appointed outside the family to undertake this role. I am very much looking forward to working with the incredible team in Northampton and continuing to grow the company’s prestigious history for beautifully crafted shoes and building upon the proud reputation that Tricker’s enjoys world-wide.”
For further information please contact firstname.lastname@example.org 07860 578 266
NOTES: Tricker’s shoes have been exclusively handmade in Northampton, England since Joseph Tricker founded the company in 1829. Tricker’s remains a family business run by the Barltrop family.
Tricker’s ensures that the core principles of quality, luxury, innovation, durability, skill, adventure and success are stitched into every pair of shoes that leaves the company’s premises. The company is particularly renowned for its heavy brogue shoes and boots, which have been adapted for both country walking and town use.
The company’s international reputation has primarily been achieved via its men’s footwear collection and Tricker’s has been extremely honoured in receiving the Royal Warrant from His Royal Highness, The Prince of Wales, having been a supplier to his Royal Highness for over twenty years. The company still continues to provide footwear to His Royal Highness as well as the Royal Household.
A considerable percentage of Tricker’s production still consists of bespoke shoe-making in the form of made-to-measure, hand welted, bench made shoes. Indeed, hand sewers are still employed, as well as a last maker, to ensure the correct fitting for the most discerning client. Tricker’s also has a retail store at 67 Jermyn Street in London.
Mark Pennington, Managing Partner of JordanSheppard commented “This was one of the most enjoyable searches I have ever undertaken with the Tricker’s brand being universally positively received by all the individuals that this was discussed with. We believe that Martin will be a transformational influence on the brand as he brings with him the capability to drive Tricker’s to be the No.1 globally recognised brand of excellence in footwear”.
The big question in marketing: “How can we engage our audience?”
The digital world has allowed for large organisations to understand customer trends throughout their “consumer journey” more effectively than they ever did before, however there is a lot of ‘noise’ out there.
A lot of organisations are competing with each other to engage the social media audience, this can make successful engagement with customers quite challenging. The most effective strategy for digital marketing does not rely on creating high volumes of content by constantly creating new content and then bombarding your customers with information; instead the most effective means of engaging an audience seems to be engaging your customers in such a way that it sparks their creativity and create their own content within your brand’s platform.
A large toy manufacturer has created a platform that implements this idea in an ingenious way; the platform is used by their customers to create their own innovative content, which can be shared with their friends, family and other customers – this is turn promotes the manufacturer’s company brand. This technique is similar to the discussion-engagement process used within social media platforms to create debates and share opinions, this engagement strives where the discussion is relevant and meaningful.
My personal favourite form of content-design publicity, is that of the Sony Computer Entertainment video game: LittleBigPlanet (LBP), based on a platform of ‘unlimited’ potential for the creative designers out there. The three core elements of the game: playing alone, playing with others online or creating new content using in-game creation tools (which other users from across the world can then play!). The LBP platform launch of LittleBigPlanet3 this month will feature all new playable characters and unique customisation abilities. Developed by Sumo Digital, the game aims to inspire and flex the creative muscles of their online-community, and based on the core elements, can engage a large target audience, allowing for unique levels of marketing engagement with customers.
What are your personal experiences with online-engagement and social media?
Let’s create a discussion!
Subscribe to Jordan Sheppard Executive Newsletter