The Independent Business Association (IBA) has successfully developed a new model for the systematic engagement of the Businesses Community by collating raw data by setting a base-line precedent, since the organisation’s inauguration in late 1999.

The system of business engagement is set through marketing and management techniques gained through in-depth knowledge of a specific Territorial Marketing and Business Engagement Model. This highly successful method was the template for the face-to-face process of gaining commitment from Greater Nottingham based businesses; this model has proved successful in all contracts undertaken by the IBA.

The old system of business engagement failed owing to lack of business credibility and acceptance within the business community. The IBA realised the need to create the capacity for motivating the whole business community through creativity, knowledge and personal awareness of issues that directly affect them. In addition, the experience of self-employed key members of the IBA, directed the development of trust, gained and proven by the continual high levels of attendance at major IBA Business and Networking events. The expertise is further accepted by the whole gamut of businesses irrespective of market sector, type of business, ethnicity, gender, size, or capacity of business.

The Independent Business Association (IBA) has developed confidence and acceptance by the ‘Business Community’ through interaction of members and none-members. This systematic process has built the organisations database from zero to over 2,000 members throughout Greater Nottingham. This impact has been developed through linking into an existing business network, built on local knowledge, credibility, awareness, and historic knowledge of local issues. The IBA through its ‘business ownership’ has increased market penetration because of raw-knowledge which has belied the potential, growth and opportunity in its target areas through direct business-to-business open-dialogue.

The concept is further supportive of the positive way of business engagement through the mutual trust established within the business and general community. The Independent Business Association (IBA) has the professional acumen, credibility and leverage to engagement the Business Community because of the linkages established prior too and since the concept of Neighbourhood Development Company (NDC).

By engaging and using qualified professional business professionals with local knowledge and integrity, the Independent Business Association has overcome difficult obstacles of negative perceptions, apathy and lack of enthusiasm, these factors are prevalent within both the smaller and larger business sectors. The business acceptance of the value of the IBA is a vital ingredient for business-to-business engagement; thus having qualified business personnel, providing solutions for overcoming barriers whilst brokering and promoting opportunities to the target audience.

Marketing & Business Brokerage


The Independent Business Association (IBA) is capable of engaging the businesses community throughout Greater Nottingham by use of a new pure Business Brokerage model. The IBA has been developed from its initial concept conceived by a small group of local business people which is of paramount important to the work the organisation undertakes. The IBA approach to business engagement is simplistic, providing ownership that is widely accepted by businesses who “buy” into this pure brokerage model. The model is well tested, proven and established for the systematic engagement of the “Businesses Community” and their employees by:

a) Direct face-to-face business engagement
b) Telephone contact and collation of factual evidential data
c) Conduit through the IBA Membership (2,000) plus
d) Direct marketing to the business community
e) Event Management for Meeting, Exhibitions and Conferences
f) Organising, managing and supporting large Sports Celebrity and Charity Events
g) Corporate Event Management

IBA’s more effective areas of Business Engagement

o To work in the most deprived areas of Greater Nottingham
o Consultative work with business for example road, traffic surveys, crime statistics, employment opportunities, inter-trading, inward investment or data collation
o To engage businesses with high ethnic backgrounds and cultural mixes
o All market sector engagement inclusive of manufacturing, construction, retail, fashion etc
o Engagement of business outside normal working hours, in districts of high deprivation
o Support for business and the community against crime, drugs and racism

Market Knowledge

o The presentation of raw data for setting base-line precedents
o Data collation for cost effective market forecasting of opportunities to provide partner organisations with data with support for predicting forecasts in market changes
o Conduit for the promotion of partner organisation(s) services and feedback of raw data for market research activities
o Business brokerage for face-to-face reaction on behalf of partner organisations; including new product development, distribution and servicing activities

Market Penetration

o Through the unique market positioning of the organisation, the IBA is able to collate up- to-date information through businesses by either:

a) Geographic location (districts)
b) Cultural Groups (areas with ‘high’ immigrant populations)
c) Demographic (age, gender etc)
d) Pyschographic (life style etc)