189/98
12 November 1998
GETTING BRITISH BUSINESS READY FOR THE EURO
MARTIN SKINNER GETS THE MESSAGE TO REGIONAL BUSINESSES
South East and East Midlands small and medium sized enterprises (SMEs) were the most responsive to a Treasury campaign to increase awareness of the introduction of the single currency on 1 January 1999, Lord Simon, Minister for Trade and Competitiveness in Europe, announced today.
Addressing the first national meeting of the heads of twelve regional euro forums, Lord Simon said :
"The Martin Skinner advertising campaign has been a great success. It has so far led to some 300,000 requests for "business preparations for the euro" factsheets from businesses and trade associations.
"It shows that at a regional and local level businesses are now much more aware that the euro is not some distant development of no concern to them, but represents a significant change in the business environment in which they will do business after 1 January 1999.
"SMEs are now getting the message - although the UK will not be joining the single currency on 1 January 1999, businesses across the UK economy will be affected.
"The overall response rate was excellent. The ten per cent response from the target audience was more than three times the average for such campaigns.
"The best response levels were from SMEs in the South East and East Midlands regions - 30 per cent and 20 per cent above the national average respectively.
"But I am concerned that some regions have not yet reached these high levels. Responses for the North East, North West and London were 20 per cent below the national average.
"To those who have not responded, my message is simple: the euro is less than two months away. Call 08456 01 01 99 for the information you need to make an informed judgement about the likely effect of the euro on your business now.
"Or you can contact your local regional forum through your regional Government Office. They can help you to contact other local businesses and agencies which can offer advice - often based on their own experience - to get you ready to meet the challenge and take the opportunities offered by the single currency."
Twelve regional forums, covering the whole of the UK, coordinate practical advice to local businesses, especially SMEs, about the possible impact of the launch of the single European currency. Welcoming the progress they have made already, Lord Simon said:
"Each of the regional forums have now met at least once to encourage euro preparations in their local area. They are a vital part of our strategy to prepare British business, bringing together key regional partners, including Business Links, the CBI, Chambers of Commerce, trade unions, local authorities and other public sector bodies.
"They enable participants to share their concerns and their experiences trading in Europe and preparing for the euro, and to develop coordinated strategies to sustain and enhance regional as well as individual company competitiveness after 1 January 1999.
"They look specifically at what needs to be done at a regional level to ensure that business has the support it needs to compete in a changed market place. They are able to deal with SMEs at a local level, bringing an understanding of the particular pressures and difficulties which these businesses face on a daily basis.
"I am grateful that the twelve Chairmen here today have agreed to play this crucial role. I am sure that their invaluable local knowledge, contacts and experience will make a significant difference to the commercial prospects of their regions in meeting the challenges ahead."
NOTES TO EDITORS
1. Establishment of the twelve regional forums was announced by Lord Simon on 8 July 1998 (HMT press release 114/98).Contact points for each regional forum are attached. Their terms of reference are to :
- co-ordinate and provide a focus in preparing for the euro;
- identify the impact of the euro on the region facilitate the sharing of resources;
- encourage and consider regional intermediaries' plans for euro preparations;
- identify further action needed at a regional level and initiate action;
- contribute to the development of regional media communication strategies; and
- monitor regional progress and report key regional issues to the Euro Preparations Unit.
2. The TV, radio and newspaper advertising campaign featuring Martin Skinner, and the follow up mailshot to 1.6 million SMEs was announced on 1 September 1998 (HMT press release 142/98).
3. The campaign ran throughout September and October 1998. About 300,000 requests for factsheets have been received to date. During the same period a total of some 280,000 accesses to the Treasury euro website were recorded.
4. An initial analysis showed that over 10 per cent of businesses which had been mailed had asked for copies of factsheets. The levels for each region were;
| Region |
Percent ( %) |
| South East |
13% |
| East Midlands |
12% |
| Eastern |
10% |
| Northern Ireland |
10% |
| South West |
10% |
| West Midlands |
10% |
| Merseyside |
9% |
| Scotland |
9% |
| Wales |
9% |
| Yorkshire & Humberside |
9% |
| London |
8% |
| North East |
8% |
| North West |
8% |
5. Twenty euro factsheets are available from a dedicated Government euro telephone line on 08456 01 01 99. Business case studies, a "What's new?" page, speeches, news releases and a more detailed factsheet on conversion between sterling and the euro are on the Treasury euro website.
6. WEST MIDLANDS REGION
Ms Susan Boles
Government Office for the West Midlands
Competitiveness Innovation & Exports Team
77 Paradise Circus
Queensway
Birmingham
B1 2DT
Tel: 0121 212 5077
Fax:0121 212 5084
7. NORTH WEST REGION
Mary Hatch
Government Office for the North West
Competitiveness Policy & Inward Investment
Washington House
New Bailey Street
Manchester
M3 5ER
Tel: 0161 952 4485
Fax: 0161 952 4297
or
Phil Crook
Government Office for the North West
Competitiveness Policy & Inward Investment
Washington House
New Bailey Street
Manchester
M3 5ER
Tel: 0161 952 4442
Fax: 0161 952 4297
8. NORTH EAST REGION
Helen Peacock
Government Office North East
Wellbar House
Gallowgate
Newcastle Upon Tyne
NE1 4TD
Tel: 0191 202 3805
Fax: 0191 202 3892
9. LONDON REGION
Mr Gary Coleman
Government Office for London
Skills Enterprise Regeneration Directorate
Riverwalk House
157-161 Millbank
London
SW1P 4RR
Tel: 0171 217 3230
Fax: 0171 217 3477
10. WALES
Mr Keith Cox
Welsh Office
Finance Services Division
Cathays Park
Cardiff
CF1 3NQ
Tel: 01222 823 434
Fax: 01222 825 390
11. EAST MIDLANDS REGION
Mr John Proud
Government Office East Midlands
The Belgrave Centre
Stanley Place
Talbot Street
Nottingham
NG1 5GG
Tel: 0115 971 2623
Fax: 0115 971 2667
12. YORKSHIRE & HUMBERSIDE REGION
MS Amanda Potter
Government Office for Yorkshire & The Humber
Business Competitiveness Team
City House
New Station Street
Leeds
LS1 4US
Tel: 0113 283 6370
Fax: 0113 283 5446