The latest Northern Tenants Network event in Consett was an unmissable masterclass in marketing
- Mar 30
- 3 min read
On Thursday 26th March, businesses from across County Durham came together at Derwentside Business Centre, Consett, for the latest Northern Tenants Network session - a focused morning dedicated to one of the most pressing questions facing organisations today: how to make marketing truly work in 2026.
Designed specifically for County Durham businesses, the session offered a valuable opportunity for business owners and leaders to step away from day-to-day operations and take a more strategic view of their marketing activity.
The event welcomed marketing specialist Michael Pagan, Managing Director of Blue Moon Marketing, who delivered a practical, insight-led session aimed at helping businesses cut through the noise and focus on what really drives results.
A Clearer, More Strategic Approach
Rather than focusing on trends or quick wins, the session centred on the fundamentals of effective marketing. Michael encouraged attendees to revisit the core building blocks of their strategy, from brand positioning to audience understanding, highlighting that strong marketing begins with clarity.
A key takeaway from the morning was the importance of alignment. Successful brands are not built through disconnected campaigns, but through consistent messaging and a clear sense of purpose across every touchpoint. Attendees were encouraged to consider whether their current activity truly reflects their business goals and speaks to the right audience.
Moving from Activity to Impact
A recurring theme throughout the session was the distinction between being active and being effective. Many businesses invest significant time and resource into marketing, but without a clear strategy, that effort does not always translate into meaningful outcomes.
The discussion explored how organisations can shift their focus towards activity that delivers measurable impact. This included refining brand identity, improving the clarity and consistency of communications, and prioritising the channels and tactics that generate real business value.
By focusing on quality over quantity, businesses can create more targeted, purposeful marketing that supports sustainable growth.
Practical Insights for Immediate Use
One of the most valuable aspects of the session was its practical nature. Attendees left with clear, actionable insights that could be implemented immediately within their own organisations.
From simplifying messaging to reassessing target audiences and reviewing current marketing channels, the session provided a framework for making more informed decisions. The emphasis was on making small, strategic changes that can have a significant cumulative effect over time.
This pragmatic approach ensured that the session was relevant to businesses of all sizes and sectors, whether they are just beginning to formalise their marketing or looking to refine an established strategy.
Strength in Shared Experience
Alongside the formal session, the event also provided time for networking and discussion, allowing attendees to connect with fellow tenants and share their experiences.
These conversations reinforced the value of the Northern Tenants Network as more than just a series of events. It is a space where businesses can exchange ideas, discuss challenges, and learn from one another in a supportive environment.
For many, this peer-to-peer engagement is an important part of the experience, offering fresh perspectives and reassurance that others are navigating similar challenges.
Looking Ahead
As businesses plan for the year ahead, the message from this session was clear: effective marketing is not about doing more, but about doing what matters most, with clarity and consistency.
Business Durham remains committed to supporting County Durham businesses through opportunities like the Northern Tenants Network, providing access to expert insight, practical guidance, and valuable connections.
Further events will continue to build on these themes, helping businesses across the region to grow with confidence and purpose.
Book your free place today and join us for our next event.
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