Two into one will go

ASA Linden is already something of a Hyndburn success story, yet it has only existed since Martin Hartley-Smith’s company Linden Marketing and Chris Fisher’s ASA Print merged over eighteen months ago.

The union came about because Martin was sending so much print to Chris that the two quickly realised there could be major benefits from pooling their knowledge, resources, contacts – and running costs. So, after 4-months’ planning, the deal was done, a new base found, and ASA Linden opened for business.

ASA Linden is usually described as a marketing, design and print company, but that doesn’t quite capture it. Asked to elaborate, Martin laughs: “It’s really a one stop shop but that’s such an overused and mis-used term that we prefer ‘single source supplier’: it’s a more modern take on the concept but still means the same thing – we do everything ourselves in-house.”

Try listing some of ASA Linden’s services, like marketing consultancy; company identity, brand building, brochure design, direct mail, website design and development, reprographics, print, exhibition stands, banners, building wraps and vehicle livery, for starters. And then add anything else you can think of which is marketing or print-related, and you’ll probably find it here.

ASA practises what it preaches too, already encouraging online business through two additional ASA websites: one for print and one for exhibitions. Through these they’ve drawn clients from further afield (London and Birmingham) to add to a more northerly centred client list from a variety of market sectors, amongst them retail, medical, engineering, wholesale, ladieswear, travel, manufacturing and furniture.

And it’s going well. In fact ASA Linden has already exceeded its forecast turnover for the period. Martin thinks the ‘single source’ philosophy is a big part of it. He says: “Because we decided early on to do as much as possible ourselves and not rely on others, we have absolute control of quality and lead times. And for our clients the beauty of that is the buck stops firmly with us.

“People like the fact that they don’t have to explain themselves to different suppliers – they just talk to us and we make it all happen. They also appreciate that because we don’t farm work out, we’re not adding a whack on top of someone else’s invoice.

"When we say ‘affordable solutions’, we really mean it because we’ll work to any budget. People have come to us before now intending to spend serious money on a marketing campaign and been bowled over when we’ve suggested a cheaper, more effective option. We’re not interested in adding noughts to invoices, just building a strong client relationship.”

Martin and Chris decided early on to plough all profits back in to the company. At the offset they invested £190,000 in a bang up to date, all-singing, all-dancing, fully automated Heidelberg press, and have more recently stumped up another £25,000 for an Agfa Grand Sherpa – an impressive sounding large format printer which offers even more impressive results: outdoor banners, signs, vehicle livery, building wraps, and so on – printed on a whole range of media from silks and canvas to vinyls and papers.

They’ve got the technology. And they’ve certainly got the marketing knowhow. But when it comes to running the business they are more than happy to take advice. So, after spending 3 years as a marketing specialist adviser for Business Link himself, Martin is now on the receiving end!

He says: “During my time with Business Link I learnt from some fantastically knowledgeable people – real business gurus – so when we were starting up, we were keen to get outside expertise, especially on the administrative and accounting side.

Now they have their own Business Link adviser, Arthur Mitchell. Martin says: “Arthur helped us right at the beginning when we merged, and he’s been invaluable in areas like forecasting and planning.

“Then when we invested in print estimating software package, he helped us get a grant so that we could link it directly into our accounting system. We still call on him if and when we need to: it gives you confidence knowing that he’s there as a sounding board. Sometimes you get so enthusiastic about doing something you don’t look at the pitfalls – Arthur makes sure we’ve considered everything before we make a move.”

ASA Linden may be a company that’s going places but it’s also staying firmly put – in Hyndburn. Martin and Chris are both Accrington born and bred and still live here with their families so it made sense to establish their combined company nearby too – on Heys Lane Industrial Estate. Now their homes and work are nicely contained within a 1.5 mile radius.

The pair are keen to see the company grow and develop in their home town. Chris says: “Part of it is about finding a good work/life balance, because less travelling time means more family time, but it’s also about wanting to be a success here in Hyndburn.”

To contact ASA Linden call 01254 888988 or email martin@asa-linden.co.uk. For more details about Business Link services, call 0845 600 9 006.

picture shows:
Martin (left) and Chris with their own van ‘liveried’ courtesy of  the new Agfa printer