Inside Track Issue 08 - November 2022

THE SUSTAINABILITY ISSUE SUSTAINABILITY FOCUS

|

E.ON

|

HOW TO BUILD A SUCCESSFUL BRAND NOVEMBER 2022

|

EAV SOLUTIONS

|

MILK & MORE

I think we can all agree that these are certainly challenging and unpredictable times, so for this month’s introduction I thought I would give you an honest look at some of the challenges facing Mediafleet.

I mentioned last time that 2021/2022 financial year was the most successful year to date, and 2022/2023 has started well as we are on target to reach this year’s goals. But growth of any size means new challenges and that combined with external factors we can’t control, makes my life an interesting one to say the least. But as Rob, our head of development, is constantly saying, these challenges are a provocation to implement new initiatives to maintain the status quo of delivering exceptional service.

As I see it, there are only two challenges: the first are those challenges generated internally, and those created by external forces we can’t control.

One of the internal challenges we are facing currently is that of identifying and recruiting the necessary resource to deliver the business goals in 2023 and beyond. In the last 6 months we have recruited substantially within the vinyl fitting team, the production staff, and the account services team in the office. And finding this resource is only the start of solving the problem as induction, training, and company philosophy mindset are all required so that the new recruit can deliver profitably in the shortest amount of time.

My approach to solving these internal problems is to Listen, constantly take a 360 degree look at the business, welcome 360 degree feedback, constantly review the situation so the grass doesn’t grow, and get help and advice from someone who knows what you’re experiencing.

So, the message here is that of you have any comments about Mediafleet, the industry or your own challenges that you think we may be able to help with, then please let me know. I consider our customers to be part of one big team so let’s keep talking so we can get it right.

Back in 2018, we launched our brochure which had the line, “What you think about our company is what we think about the most”. We are reviewing our collateral at the moment, but I don’t think I’ll change this strap line – it’s still 100% true.

Barnaby Smith Managing Director

2

| I N S I D E T R A C K

I N S I D E T R A C K |

3

IN THIS ISSUE

4

| I N S I D E T R A C K

06 14

Driving sustainability with new recyclable vehicle graphics

20

Milk & More - Sustainable vehicle branding

28

Everything you need to know about vehicle livery and sustainability

44

So you want to build a successful brand?

We enter the next chapter of E.ON’s fleet vehicle branding as the story of our strong working relationship continues.

It’s time to get on your EAV bike!

EAV Solutions chooses Mediafleet as branding supply partner whilst their business expands with new customer acquisitions.

Mediafleet introduces the MetaStream workflow to bring sustainability upgrades to Milk & More’s vehicles.

Barnaby Smith, managing director, ‘lifts the lid’ on sustainability in the vehicle graphics industry.

Rob gives us some headline thoughts on the importance of company branding, why this is important and what you may want to consider.

I N S I D E T R A C K |

5

X

Driving sustainability with new recyclable vehicle graphics from Mediafleet.

Since 2005, Mediafleet has

been managing the vehicle branding for the E.ON fleet

ensuring impactful graphics at all times - and the story continues.

6

| I N S I D E T R A C K

8

| I N S I D E T R A C K

LEFT

Mediafleet, working in conjunction with one of the world’s leading vinyl manufacturers, Metamark, is offering a more sustainable approach to vehicle graphics.

I N S I D E T R A C K |

9

RIGHT

The next phase of EV vehicles joining the fleet will number around 350 vehicles.

10

| I N S I D E T R A C K

I N S I D E T R A C K |

11

The Mediafleet support for E.ON has incorporated the full scope of Mediafleet’s services from new design development to ‘in-fleet rebrands’ to the logistical support of accident repair for vehicles working hard in the field. And now, Mediafleet is supporting E.ON with graphics for its new fleet of electric vehicles…but with a difference.

The E.ON electric vehicle transition is well under way with more than 50 vehicles already converted – and now Mediafleet has introduced a more sustainable approach to vehicle graphics for E.ON’s expanding EV fleet.

Mediafleet, working in conjunction with one of the world’s leading vinyl manufacturers, Metamark, is offering a more sustainable approach to vehicle graphics. All new electric vehicles joining E.ON’s burgeoning fleet will be adorned with recyclable vinyl material.

12

|

The benefits of this new vinyl from a sustainability perspective are as follows: • All waste generated during the production of the graphics will be collected and separated for recycling.

• During the vinyl application, the Mediafleet vinyl fitters will collect all waste, such as the release liner or backing paper, and return this to Mediafleet factory for recycling.

• At the time of rebranding or at ‘vehicle end-of-life’ , upon request

by E.ON, Mediafleet will remove the vinyl and return this to Mediafleet for recycling.

This service has been made possible by

Mediafleet becoming a partner of the

Metamark recycling process called MetaStream.

For more information regarding the Mediafleet Recycling Service, please call 01993 772525 or email info@mediafleet.co.uk

Barnaby Smith, managing director of Mediafleet said,

Will Brandwood, E.ON’s fleet operations manager, said:

“We are extremely pleased to be able to offer the MetaStream service to those customers wishing to drive sustainability initiatives in a tangible way. Having our own employed fitting team means we have complete control over this service ensuring that the important element of vinyl collection on site actually happens. Mediafleet is ideally placed to return the waste vinyl to our factory for bulk collection by MetaStream as all fitters regularly return to base. This bulk collection is also better for the environment as delivery miles to the recycling centre per kilo of waste will be significantly lower than returning waste from individual fitting sites.”

“Sustainability and taking ‘action for climate’ is at the heart of everything we do – from supporting our customers on their net zero journeys through to our own operations and the tools we use to deliver the new energy world.”

Once the vinyl has arrived at Metamark’s recycling centre, the vinyl will be given a new life as traffic cones and plastic pallets.

The next phase of EV vehicles joining the fleet will number

around 350 vehicles.

It’s time to get on your EAV bike!

The global e-cargo bike market is anticipated to grow at a considerable CAGR of 27.6% during the forecast period of 2022-2028 continuing its exponential growth.

In the UK, EAV (Electric Assisted Vehicles) is spearheading this growth with major contract wins with blue-chip organisations nationwide.

14 | I N S I D E T R A C K

EAV SOLUTIONS

ABOVE

Zedify provide a zero emission delivery service with their fleet of EAV e-Cargo Bikes.

I N S I D E T R A C K | 15

16 | I N S I D E T R A C K

I N S I D E T R A C K |

17

Lucinda O’Kane, business development manager for EAV, said:

“EAV chose Mediafleet as we wanted a graphics provider that could cope with our future growth plans whilst at the same time taking a realistic approach to sustainability.

It’s marvellous that all waste vinyl produced in the branding of our vehicles is recycled.”

For more information regarding alternative vehicle branding, please call 01993 772525 or email info@mediafleet.co.uk

18 | I N S I D E T R A C K EAV SOLUTIONS

I N S I D E T R A C K | 19

Since 2017, Mediafleet has been the chosen partner for all Milk & More vehicle branding and, in that time, over 1000 vehicles have now been converted. The chosen vinyl manufacturer has always been Metamark which has performed superbly. It was therefore an easy decision for Andy Sandison, head of fleet for Milk & More, to give the go ahead for the transition to Metamark’s new material, Metacast and the recycling process called MetaStream.

METASTREAM

MEDIAFLEET

MILK & MORE

SUSTAINABLE VEHICLE BRANDING 20 |

Mediafleet has been using Metamark products for over 20 years and has now teamed up with Metamark to utilise the vinyl recycling process that is ‘MetaStream’.

The MetaStream Recycling Programme is a service where vinyl production waste, and the waste ‘release liner’ generated during the vinyl application, is collected by the Mediafleet fitters for recycling. At the ‘vehicle end of life’, the stripped vinyl can also be collected for recycling. The recycled vinyl is then used for the production of traffic cones and pallets.

The Three M’s for Sustainability: Milk & More, Mediafleet and MetaStream

Barnaby said:

“As Mediafleet directly employs its own fitting team with very little use of the UK’s subcontractor network, Mediafleet can guarantee that the waste release liner will be collected and brought back to Mediafleet’s head office and placed in the MetaStream recycling cages ready for collection and recycling.”

INSIDE TRACK

| 23

24 | I N S I D E T R A C K

I N S I D E T R A C K | 25

Andy said:

26

“Sustainability is a key issue for any developing com of the Milk & More business supports this ethos. So, w new MetaStream process for recycling production a end of vehicle life vinyl, it was an easy decision to m

|

mpany and the very nature when Barnaby described the and application waste, and make to switch.”

Currently, Mediafleet is working in partnership with the Milk & More Fleet team in preparing for the ‘next generation’ of vehicles joining the fleet. Metacast is the chosen vinyl and Metastream will enable the recycling of all waste, carefully expedited by the Mediafleet in-house fitting team.

For more information regarding the Mediafleet Recycling Service, please call 01993 772525 or email info@mediafleet.co.uk

Everything You Need to Know About Vehicle Livery and Sustainability

28 | I N S I D E T R A C K

JOHN LOCKWOOD

Barnaby Smith, Mediafleet managing director ‘lifts the lid’ on sustainability in the vehicle graphics industry.

‘Sustainability’ is certainly a hot topic at the moment with many organisations, large and small, working hard to develop tangible sustainability strategies to try and help the planet and society. Plus, there is also no doubt that a sustainability policy is a differentiator leading to potentially more business won. So, in some cases, is sustainability being regarded as just a new selling tool?

Are organisations actually operating a truly sustainable policy, or for some, is it a thin veneer to try and win more business and steal the march on competitors?

I N S I D E T R A C K | 29

Everything You Need to Know About Vehicle Livery and Sustainability

To answer these questions, we need to understand what we mean by ‘corporate sustainability’. The Oxford English Dictionary states it is “The property of being environmentally sustainable; the degree to which a process or enterprise is able to be maintained or continued while avoiding the long-term depletion of natural resources “. So, by definition, a sustainable company is one that has zero negative impact on the environment or society. This is difficult to achieve from day one, so businesses need to be careful about misrepresentation and focus more on the step process that is a sustainability strategy.

In my opinion, in a lot of cases, it’s not so much sustainable practices, just less bad practices.

This has led to organisations issuing sustainability strategies, incentives and policies which, under closer inspection, are not focused on the original objective of sustainability but are constructed to react to external pressure from their customers, potential customers, supply chain and the media.

30 | I N S I D E T R A C K

APPOLINARY KALASHNIKOVA

And so, the term sustainability becomes a ‘catch all’ for any initiative that lessens the environmental impact or helps with social causes.

Mediafleet & Sustainability

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

I N S I D E T R A C K | 31

Everything You Need to Know About Vehicle Livery and Sustainability

Mediafleet & Sustainability

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

To manage a business successfully, the process that makes up a successful business strategy needs two things:

1.

A competent team to manage the process.

2.

A method of measuring the outcome.

And the same is true for a sustainability strategy.

The Mediafleet sustainability strategy includes the following initiatives:

» Reducing • Waste • •

Water Consumption Energy Consumption

» Sourcing renewable energy to power facilities Wherever possible, using sustainable materials in the »manufacturing process

»siteWherever possible, recycling waste materials generated on and off

APPOLINARY KALASHNIKOVA

» Utilising supply chains with sustainability strategies Helping society through the support of ‘not for profit’ organisations »such as charities and CIC’s.

I believe that any initiative that reduces the degradation of the planet is a valuable step in becoming sustainable. But how effective the initiative actually is requires measurement. That is why at Mediafleet we measure our performance in reducing waste, water and energy consumption, internally and externally. We also measure the hours donated in helping Britain’s charities and good causes.

We will be producing a yearly report as to the effectiveness of our sustainability strategy for all to see.

Full details of the initiatives can be found in the Mediafleet Sustainability Policy

Everything You Need to Know About Vehicle Livery and Sustainability

Mediafleet designs, manufactures and applies vehicle graphics. We have supply chain partners that help us achieve our goals and we are very proud of the long-standing relationships we have nurtured since our inception in 2002. Unlike other competitor livery providers, we have always positioned ourselves as an integral and important part of the automotive supply chain. Other livery providers regarded themselves as a livery production house leaving the fulfilment task to 3rd parties - and some still do!

There are constraints on the Mediafleet business when it comes to sustainability. For Mediafleet to produce vinyl graphics we need to buy in the raw material – the vinyl.

This part of our process we cannot control, and we rely on the vinyl manufacturers to develop products that are fit for purpose and, in the case of sustainability, manufactured in manner that will not harm the planet, and is therefore sustainable.

Plus, at the end of the vehicle life, in the ideal world, the vinyl should be collected and sent for green disposal or recycling.

At the time of writing, there are two types of ‘green’ vinyl available: » NON–PVC vinyl that is NOT recyclable

» PVC based vinyl that

34 | I N S I D E T R A C K

MAX BOHME

IS recyclable

Mediafleet & Sustainability

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

I N S I D E T R A C K | 35

Everything You Need to Know About Vehicle Livery and Sustainability

Mediafleet has been using Metamark products for over 20 years. Mediafleet has now teamed up with Metamark to utilise the vinyl recycling process that is MetaStream.

36 | I N S I D E T R A C K

MOCKUP GRAPHICS

Mediafleet & Sustainability

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

The MetaStream Recycling Programme is a service where the waste ‘release liner’, generated during the vinyl application, can be collected by the fitter for recycling. At the ‘vehicle end of life’, the stripped vinyl can be collected for recycling as well.

The recycled material is then used for the production of traffic cones and pallets.

Mediafleet is particularly well placed to deliver this service for its customers. As mentioned at the beginning of this article, any sustainability initiative needs to be fulfilled and measured by the organisation. Waste capture during print manufacturing should not be a problem for any organisation as the in-house production team can easily collect the waste and place it in the MetaStream cages. But, in most cases, vehicle livery is applied at 3rd party sites such as dealers and converters all over the country. As Mediafleet directly employs its own fitting team with very little use of the UK’s subcontractor network, Mediafleet can guarantee that the waste release liner will be collected and brought back to Mediafleet’s head office and placed in the MetaStream recycling cages ready for collection and recycling.

Businesses that have signed up to the MetaStream process (or any other recycling initiative) should actively check that the process is being operated correctly by the nominated livery company, especially if the vehicles are at a dealership or converter.

I N S I D E T R A C K | 37

Everything You Need to Know About Vehicle Livery and Sustainability

Unless an organisation has direct control over this collection process, there is no guarantee that the waste release liner will not end up with all the other rubbish – destined for landfill. opportunity for the recyclable spent vinyl to be removed by Mediafleet vinyl applicators so that it can be collected and sent for recycling. This process ‘closes the loop’ on the vinyl life cycle and creates a managed and measurable process.

As time moves on, I am confident that more vinyl products will become available that are Non-PVC and recyclable creating a much more sustainable proposition.

38 | I N S I D E T R A C K

MIKITA KARASIOU

Currently, at the vehicles end of life, the livery is removed in most cases by the nationwide network of auction houses. At this point, control of the destination of the vinyl is lost with vinyl going straight to landfill. Mediafleet is now offering its Mediafleet MetaStream customers the

Mediafleet & Sustainability

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

I N S I D E T R A C K | 39

Everything You Need to Know About Vehicle Livery and Sustainability

40 | I N S I D E T R A C K

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

Sustainability or ESG? I mentioned at the start that personally I feel the word sustainability has lost its meaning to a large extent with some companies using it as a selling tool rather than a planet and society helping initiative. It seems the boundaries of what constitutes business sustainability are blurred, making it difficult to understand whether an organisation’s work should be promoted as sustainable or downgraded to merely greenwash.

That is, the company uses exaggerated claims to position itself as sustainable.

According to a survey by Advanced 2021/22 Trends Report, questioning 1,078 employees, 43% thought their company was guilty of greenwash. The Green Business Bureau stated:

absence of clear-set criteria “ The has meant sustainability, as

a term, has been hijacked, diluted, and misunderstood.

The continual re-definition of sustainability has created an environment where people are unsure about its meaning and what aspects to focus on. For instance, suddenly sustainability is about climate change, ending poverty, and achieving gender equality. This definitional dilution has meant organizations issue sustainability strategies, incentives, and policies that may not be focused on the original object of sustainability. And the rules are simple: Sustainability means taking only what you need and leaving systems capable of continued existence.

“

GONZ DDL

Mediafleet & Sustainability

I N S I D E T R A C K | 41

Everything You Need to Know About Vehicle Livery and Sustainability

Mediafleet falls into this trap as well as we have introduced a ‘volunteering scheme’ to help society through supporting charities etc. Is this sustainability or CSR? My preferred option is to be measured by the metrics of ESG (Environment, Social & Governance). As the Green Business Bureau describes,

points to a specific set “ ESG of criteria that remove the

ambiguity surrounding the term sustainability. Larger discussions in business began with sustainability but have since evolved to include ESG performance and accountability. ESG data helps identify risk-adjusted returns and highlights relevance to capital opportunities. ESG topics are interlinked and draw attention to the multifaceted risks of social, technological, political, environmental, and economic business aspects.

“

42 | I N S I D E T R A C K

VLAD HILITANU

In business you have to be realistic and totally transparent. Mediafleet will move to ESG at some point but in the meantime, we will continue to develop our sustainability initiatives.

We recognise that businesses have a growing need to engage with organisations that respect sustainability and is absolutely transparent about the effectiveness.

That is what I have tried to do here so our customers and potential customers understand what we are doing regarding sustainability and how well we are doing it. We are not where we want to be just yet, but you can be assured that we will keep on refining our ‘green’ strategy.

Mediafleet & Sustainability

Mediafleet & the Supply Chain

Mediafleet & Metamark

Sustainability or ESG?

I N S I D E T R A C K | 43

So, you want to build

What is it that makes a brand great?

44 | I N S I D E T R A C K

a successful brand?

PATRIK MICHALICKA

In this short read, Rob gives us some headline thoughts on the importance of company branding, why this is important and what you may want to consider.

I N S I D E T R A C K | 45

46 | I N S I D E T R A C K

Why bother developing a brand?

A good product at the right price will sell whatever the brand – right? Not necessarily.

The real reason why developing a good brand is important lies in the simple truth that Unique Selling Points (USP’s) are becoming difficult to achieve, or possibly, do not exist at all anymore; so another reason is needed for a person to buy your product or service.

Now, I know what you’re thinking, ‘this chap has lost his marbles’. But think about it. Name one USP that exists in any product or service that you use.

Take your mobile phone; what feature does your phone have that others don’t. You might say that the camera is the best, or the screen resolution is second to none…but you will always get people arguing the point. Their phone has a great camera and the phone’s screen is really vivid. Clear service or product differentiation is getting harder to deliver. And, even if you can generate a USP, pretty soon after you have delivered it, the competition catches up and the advantage is lost. So, basing a business on a USP advantage is not a good idea.

And that’s where a respected and familiar brand is essential…

A good brand fosters loyalty and allegiance…they become members of your ‘club’. Once you have this then the need for constantly creating USP’s is negated. You still need to have a competitive product/service, but its success is more to do with creating a set of values that your target audience can relate to, rather than relying on USP’s or price.

I N S I D E T R A C K | 47

Creating the brand

There are great many tomes dedicated to this subject so I’m not going to try and cover all the points here…but here are some points that, in my opinion, makes a brand work.

People Oriented – When we think about the brands we bond with, they tend to add something to our lives, and they tend to offer values that align with your own.

A quick example…I have a friend who swears by Apple. He’s a 66-year-old, ex managing director of a creative design agency. He’s a very passionate and slightly crazy individual; dresses quite weirdly, slightly left wing, loves scotch whisky, French cooking, VW Transporters, obscure jazz, and faggots and gravy. When you consider the brand values of Apple; Steve Jobs said, “Apple’s core value was to honour people who think that they can change the world with their passion”. Now the values of Apple have changed over the years but it’s easy to see how my friend can relate to Apple. I know 48 | I N S I D E T R A C K

this is only one case but have a think about the brands you believe in, think about who you are and what you stand for, and then see if the values align…I think you’ll be surprised. Brands that work better our lives in some way. Whether that’s convenient fast food or the Bentley you’ve always wanted and now own. And that’s another value of a good brand – they inspire us to achieve. And finally, from a people perspective, a successful brand makes us a feel part of a team. The sports shoe you choose to wear becomes a badge of the team you’ve adopted. When you see someone else in the same shoes as you, an immediate affinity is created between you.

B2B or B2C, brand allegiance is key.

I N S I D E T R A C K | 49

50 | I N S I D E T R A C K

It’s not just a logo

At Mediafleet, if we were to rely solely on innovation and USP’s to be successful, we would have gone out of business a long time ago. Even though clearly, we are in the B2B market, brand loyalty is the most important factor. And for Mediafleet, that loyalty is fostered through aligning our processes and procedures with those of the customers and supply chain. In other words, we like our customers to think of Mediafleet in the same way they would think about their favourite coat. It’s comfortable, familiar, and keeps them protected from unwanted elements. And that is exactly what we do at Mediafleet.

the business. Companies should be recruiting individuals that can support and enhance this brand voice. Everything they say and do should be in line with the brand core values. If this is delivered in a consistent fashion, then the brand values will be delivered and recognised by the target audience.

The goal is that if you have kept your promises, and delivered what you said you would, in a manner that is consistent and aligns with your target audience, then the brand should start working for you.

So, you can see that what your brand stands for needs to resonate with your target audience. The personality of the audience needs to align with the true personality of the brand. The tone of voice of everything issued or published from your publication has to support the brand value messaging. This even extends to the employees within

I N S I D E T R A C K | 51

A company with a good brand is less reliant on price and USP’s.

Once your brand starts working for you, you have less reliance on USP’s or being competitively priced when trying to win business.

Why? - Because other aspects of the marketing mix kicks in. And I don’t mean the traditional marketing mix or the 4 P’s (price, promotion, product and place) as this has all changed.

(More on this in the next article) I am talking about product leadership, operational expertise and customer service excellence.

52 | I N S I D E T R A C K

How do you deliver the brand message?

54 | I N S I D E T R A C K

Delivering the brand dynamics is all about influencing your target audience through channels that are seen by your audience. This relies on a good understanding of your chosen comms channels but clearly, the usual suspects will be in the mix. These include blogs, videos, social media and articles etc. The key once again is a consistent message, so your audience clearly understands what you are trying to achieve.

If you’ve done your homework, then this should align with their own aspirations.

If you get this right, your target audience will join your ‘club’ and become passionate, and possibly even defensive, about your organisation. A third party talking negatively about your company is, in actual fact, criticising the choice that individual has made.

They will be expounding the benefits of your company on your behalf…and that is utopia!

I N S I D E T R A C K | 55

Keep in touch

www.mediafleet.co.uk

info@mediafleet.co.uk

T: +44 (0)1993 772525

Mediafleet is one of the country’s leading fleet graphics and branding specialists.

With an expanding central printing and manufacturing facility at Witney, Oxford, and a graphics application team with perhaps an unrivalled level of experience in the industry, the company has developed an advanced range of vehicle branding products and services to cater for all large national fleet networks, whatever their requirements.