Dave Simpson is the Account Manager for Cornerstone Vision, overseeing our client relationships. You may not know that he studied Sports Science and Coaching at uni. A keen sportsperson, Dave appreciates the fitness opportunities the city offers. He also devotes much of his time to helping businesses in Plymouth to grow through publishing and targeted marketing / advertising. Al Gibson spoke to him about his passion for the South West and how we can facilitate the healthy acquisition of new clients for your business.
Al: Surfing is one thing, but riding the waves of the current economic climate is another. What’s your advice to find the best swell? And, how can businesses maintain momentum?
Dave Simpson: Plymouth is ideal for watersports and of course, there are secluded spots that we must remain tight-lipped about! However, it’s no secret that some businesses look to make savings on their marketing spend when difficult times come, but many find that this is exactly the time to be consistent and even step up their advertising to increase their market share. At Cornerstone Vision we care about our city and the business community and are positive about the future. This is why we offer newspaper and magazine advertising opportunities and leaflet distribution services to suit every budget.
Al: So what happens when marketing budgets are cut? And how can businesses in Plymouth respond in the most effective way.
Dave Simpson: According to a blogpost I recently read, Why Marketing Budgets Are Cut First But Shouldn’t Be, there are five factors:
- Your competition could overshadow you;
- You could be revealing a lack of corporate stability;
- New customers wouldn’t be able to find your brand;
- You may see a decrease in business overall; and
- Ultimately businesses could close.
These are pretty negative points to consider and things we try and help our customers avoid. The article concludes that the reason for cutting a marketing budget is because advertising is incorrectly perceived as a ‘non-essential cost’, but our clients know better.
They have come to trust the value of our service in helping them reach their chosen target markets. This could be business-to-consumer or business-to-business target markets or both. We offer B to C advertising and editorial opportunities via the Plymouth Chronicle and B to B promotion via Profile Magazine, the official publication of the local Chamber. These all come with add-on leaflet distribution options.
So, businesses can respond in their best interests by increasing their local exposure rather than disengaging with the community they serve.
Al: I imagine you get quite good feedback from your readers and advertisers then?
Dave Simpson: Yes, we get all kinds of people coming into the office telling us what they like about The Chronicle or asking for extra copies. We also get good feedback from advertisers, who don’t need much persuading to run their ads again, because they read the newspaper themselves! They are impressed with our distribution to 92,000 homes in the city which they see as a valid figure, not just rounded off to 100K.
Advertisers in Plymouth also appreciate the positivity we present about the South West. (See The Chronicle – Widely known home of positive news, Plymouth). This is something that also comes through in Profile Magazine, instilling confidence in the region. Personally, I think Plymouth has been under the radar for too long. Some people like it that way, keeping the benefits of living here to themselves! I disagree, so I may even tell you about those ‘secret’ surfing spots…
Al: Could you tell readers why you are so enthusiastic about Plymouth?
Dave Simpson: Well I was born and raised here! So a genuine Janner. I entered the world at Freedom Fields, which is no longer a hospital. This was pre-Derriford! Then, I went to school at King’s School in Hartley, followed by St Boniface College and Plymouth Marjon University. For me, everything I do is linked to my love of the city. I wouldn’t do this job anywhere else… Our whole ethos at Cornerstone is to make a real, positive and genuine impact on the city.
We have a heart for Plymouth, wanting the city to do well and for businesses to prosper. That is not to deny the challenges because that would be disingenuous, but we can still speak well of what is going on in the city. For example, if there is a problem in Plymouth, our editor Chris Girdler will highlight what is being done to solve it. He’ll find someone who’s doing something about it and run a story on them.
Ride the media wave with Dave Simpson
Al: So, are you going to reveal those surfing hot spots in Devon?
Dave Simpson: When it comes to surfing, Plymouth is the perfect place to be as you are only ever an hour’s drive away from a beach with good swell. I prefer the North Coast in Summer, places like Polzeath, Watergate and Widemouth. In winter I go to Whitsand Bay; Bantham; Bigbury-on-Sea; or Wembury. You can also get to Newquay quite easily from Plymouth in less than an hour, depending on traffic.
Plymouth is also ideal for watersports, that for me is the big draw of Plymouth and the South West. I just love being around the coast. I paddleboard a bit and Plymouth is a great city for that. There are so many water-based activities here like dinghy sailing or wild swimming in the Sound. I also like football as well and go to see Plymouth Argyle play whenever I can. Used to play footie myself, but now it’s mainly surfing. So yeah, I love surfing. That’s my primary sport.
In terms of general watersports, and fun seaside activities, you can’t beat Plymouth. The Sound is now so much more accessible due to the National Marine Park. When I grew up in the 90s, a lot of people wouldn’t swim there, but it is now a popular spot once again. You can swim around The Hoe, alongside the Lido, off Devil’s Point, at the Royal William Yard or around the corner at Mountbatten Bay.
Al: In addition to being a publishing pro, I hear you are also on radio?
Dave Simpson: Yes, I also manage the local community radio station, Cross Rhythms Plymouth and host the Afternoon Show. This is another part of my desire to see the city prosper through sharing a message of faith and hope. There are so many local charities, churches and ministries that are doing good stuff in Plymouth and it’s a privilege to interview them and share their stories.
Al: So over and above advertising in The Chronicle and Profile Magazine you can also offer radio spots?
Dave Simpson: Yes, we can tailor-make advertising packages across all three. Yeah, we can definitely help across the board and radio offers unique opportunities in terms of the way people listen and engage. That’s another resourceful B to C opportunity for the city.
Al: Finally, Dave, you often talk about the power of print advertising in Plymouth. People can read why in your blog on the topic, but just give us a summary in closing.
Dave Simpson: Having just turned 30, I realised that I’m in the last generation who will vaguely remember life without the Internet. So print is almost a rare thing today so I’m not surprised so many younger people engage with our publications. Another key point is that The Chronicle is free so there is no barrier to people in Plymouth receiving it. I would encourage local businesses to keep up their profile both online and offline, this will keep them fit, and ensure Plymouth shows up on the radar.
Email dave@cornerstonevision.com if you are interested in advertising in Plymouth.
Al Gibson
Al Gibson is a skilled journalist and business writer based in Exeter, UK. With a passion for storytelling, Al excels in interviewing business leaders and crafting compelling articles and blogs. He embraces the 'You Ask, We Answer' approach to blogging, coupled with SEO that ticks all the boxes. Al is also the Director at Countdown Creative Ltd, a content creation company that works internationally for diverse clients providing copywriting and editing services.
