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In the Media // Sep 29, 2011 BY simon

Cider (in the) House Rules?

A regular theme in our industry is that activity undertaken (in-house or agency) needs to measureable – exactly right in my view.

If we cannot know the impact of what we do, then what hope that we might demonstrate the value added and how can we determine the shape and scope of future activity without some evidence of the impact of what has gone before?

What price then for activity that doesn’t easily lend itself to measurement – with pressure on budgets, should it be cut if it cannot clearly show its value?

In a word ‘no’. There has to be scope to do things that we intuitively believe make sense.

A recent example, working for the National Association of Cider Makers (NACM) we organised an event at the House of Commons where the NACM jointly hosted a Reception with the Parliamentary Cider Group.

Following a now refined format, cider makers and industry officials were assembled to meet and greet a number of parliamentarians, government officials and invited media.

The bright early evening sunshine and the historic Terrace location were completed by some stunning ciders (and a steady stream of Palace of Westminster canapés).

The message – in this instance about duty and the impact on the planning cycle of the cider industry – was delivered not just by the keynote address from industry leader Henry Chevallier but in the very many conversations around the room.

At a push some might argue that it would be possible to track the contacts made and the impact delivered but as an exercise that would be very significantly more expensive than the Reception itself and who could be sure of the accuracy of the ‘results’ presented?

What I do know, just anecdotally mind you, is that the regular and gentle engagement of government and others by the cider industry as well as the merit of the arguments presented has won many friends.

That is a great result in my book.

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