<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN"> <HTML xmlns:v = "urn:schemas-microsoft-com:vml" xmlns:o = "urn:schemas-microsoft-com:office:office"><HEAD><TITLE>Memorable marketing exclusively for small businesses from Adduce Marketing</TITLE> <META http-equiv=Content-Type content="text/html; charset=unicode"> <META content="MSHTML 6.00.6000.16587" name=GENERATOR></HEAD> <BODY> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: blue"><v:shapetype id=_x0000_t75 stroked="f" filled="f" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" o:spt="75" coordsize="21600,21600"><v:stroke joinstyle="miter"></v:stroke><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:connecttype="rect" gradientshapeok="t" o:extrusionok="f"></v:path><o:lock aspectratio="t" v:ext="edit"></o:lock></v:shapetype><v:shape id=_x0000_i1026 style="WIDTH: 472.5pt; HEIGHT: 52.5pt" type="#_x0000_t75"><v:imagedata o:title="Email_Header" src="http://www.adducemarketing.co.uk/Email_Images/Email_Header.gif"><IMG alt="" hspace=0 src="http://www.adducemarketing.co.uk/Email_Images/Email_Header.gif" align=baseline border=0></v:imagedata></v:shape></SPAN></P> <TABLE style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; WIDTH: 584.7pt; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0in 5.4pt 0in 5.4pt; mso-border-alt: solid windowtext .5pt" cellSpacing=0 cellPadding=0 width=780 border=1> <TBODY> <TR style="mso-row-margin-right: 102.3pt"> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 6.7in; PADDING-TOP: 0in; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=643 colSpan=3> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 7.5pt; COLOR: #08afe4; mso-bidi-font-family: Arial"><FONT face=Arial>Memorable marketing solutions exclusively for small businesses in Buckinghamshire, Berkshire and Oxfordshire<SPAN style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp; </SPAN>April 2008</FONT></SPAN></B></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; PADDING-TOP: 0in; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent; mso-cell-special: placeholder" width=136> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT face=Arial></FONT>&nbsp;</P></TD></TR> <TR style="mso-row-margin-left: 2.4pt"> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; PADDING-TOP: 0in; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent; mso-cell-special: placeholder" width=3> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT face=Arial></FONT>&nbsp;</P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 6.25pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=8> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT size=2><FONT face=Arial>&nbsp;<B><SPAN style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></B></FONT></FONT></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 576.05pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=768 colSpan=2> <TABLE style="WIDTH: 471.1pt; mso-cellspacing: 1.5pt" cellPadding=0 width=628 border=0> <TBODY> <TR> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 279.85pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=373> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Being in the 2%</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">It is generally estimated that 98% of all new products&nbsp;launched in the UK market fail!&nbsp; The causes of this startling statistic are many and varied.&nbsp; However there are some things you can do to improve your chance of being in the 2% that succeed.&nbsp; Here are some tips ...</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><B><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial">Do enough people <U>really</U>&nbsp;want it?</SPAN></SPAN></SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">It might seem like a great idea to you.&nbsp; A new 'widget' that saves you a lot of time or money.&nbsp; Or a new service that makes something much easier ... in your opinion.&nbsp; Maybe close colleagues, friends and family think it's a good idea as well.&nbsp; Maybe even some of them would pay good money to buy it.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">But outside of your close circle of acquaintances, would people <U>really</U> want to buy this? And by <U>really</U>, I mean that they'd want it enough to forgo purchasing something else that they are used to buying.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The only way to prove the answer is to test the idea.&nbsp; Depending upon the nature of the new product or service, it's always a good idea to try it out on 'strangers'.&nbsp; If they can see that the benefits apply to them are a) desirable and b) worth the price, then you might well have a winner on your hands.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">If the nature of your new offer means that it won't be sold directly to the end-users, then you'll need to test it on intermediaries (shops, recommenders, etc.). Again, they need to see that the end-user benefits are real and believe that, should they stock/recommend the item, it would sell well.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Unfortunately, it's no good just testing it on a few 'strangers'. You really need to prove to yourself that there is sufficient volume of potential buyers to justify the investment of bringing it to market. That might mean testing it in a number of different geographic areas, or in different market segments, until you are sure of the level of demand.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">During this testing you will be able to get invaluable feedback that you can use in your marketing as well as tips to improve the product/service and pricing ... but only if you ask and take the trouble to analyse the answers.&nbsp; And in analysing the answers you might uncover the message that your product idea isn't as good as you thought.&nbsp; Better to find out now than after you've spent a heap on launching it to no avail.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><STRONG>Can you afford to launch it?</STRONG></SPAN></SPAN></SPAN></SPAN></P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Assuming that you do get good response from the market testing and that you're convinced that there is a real demand for your new product or service, the next area to manage is the launch process ... and the funding in particular.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The are always options when launching something new.&nbsp; These&nbsp; fall onto a scale ranging from 'launch with big bang' at one end,&nbsp;to 'escapes with barely a noise' at the other end.&nbsp; As you can imagine there is a marked difference in cost between the two ends of the scale.&nbsp; Don't let your ego drive where on the scale your launch fits.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Launching is in essence the start of your marketing communication activity to tell the market segments that will most benefit from the new product/service of its existence, its benefits and how they can buy it.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">I've seen many marketing plans that call for a large and expensive launch and then ... nothing much.&nbsp; Not surprisingly these products fail to return the volume of sales predicted.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">So whilst the launch is the start of the communication process, it should never be the end as well.&nbsp; Marketing communications is a long haul strategy and to be successful you need to budget for continued activity after the launch.&nbsp; A general rule of thumb here is 'if you can't afford to finish, then don't spend the money to start'.&nbsp; My own experience also tells me that budgets that rely on revenue from early sales&nbsp;to fund&nbsp;subsequent marketing rarely work.&nbsp; Early sales almost never come at the rate that you predicted, which then causes a diminution in post launch marketing which ultimately slows momentum ... completely.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Many of the 98% of new products that fail are good products ... but marketed without sufficient budget or foresight.&nbsp; Make sure that yours is not one of them.</SPAN></P></SPAN></SPAN></SPAN></SPAN> <P><SPAN style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-bidi-font-size: 9.5pt"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN></SPAN><SPAN style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-bidi-font-size: 9.5pt"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN></SPAN><SPAN style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-bidi-font-size: 9.5pt"></SPAN><B><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial">Memorable marketing<o:p></o:p></SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Thinking and working&nbsp;pragmatically like this will help you to make your&nbsp;marketing work better for you in a more memorable way. This means that your target customers will be able to differentiate your products and services from those of&nbsp;your competitors and clearly see the value in buying from you.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><FONT face=Arial size=2>If you would like some advice on&nbsp;memorable marketing techniques&nbsp;for your own business, or you know someone at another business who might need help, then please contact us. The sooner you start, the sooner you will benefit. </FONT></SPAN><SPAN style="FONT-SIZE: 12pt"> <o:p></o:p></SPAN></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 25.5pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=34> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT size=2><FONT face=Arial>&nbsp;<SPAN style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></FONT></FONT></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 159.75pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=213> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">New Product Development</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Email_Downloads/DB_New_Product_Development.pdf" target=_blank>Download</A> this handy guide which explains how&nbsp;best to approach the development of new products&nbsp;in order to improve business effectiveness.<o:p></o:p></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Written by the Chartered Institute of Marketing as part of their&nbsp;Directors' Briefing&nbsp;series, this document makes easy reading for business people of all experience levels.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: #08afe4; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.5pt"><FONT size=2><FONT face=Arial>&nbsp;<o:p></o:p></FONT></FONT></SPAN></P> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Marketing Effectiveness Assessment<o:p></o:p></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">A free service to small businesses in the Buckinghamshire, Berkshire and Oxfordshire area, the Marketing Effectiveness Assessment delivers a professional audit of how a business is using the tools of marketing to communicate to existing and potential customers. It also includes a series of simple and cost-effective marketing activities that the business can implement immediately and at low cost.<o:p></o:p></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Documents/Adduce_Marketing_Effectiveness_Assessment.PDF" target=_blank>Download</A> the factsheet now.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: #08afe4; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.5pt"><FONT size=2><FONT face=Arial>&nbsp;<o:p></o:p></FONT></FONT></SPAN></P> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Useful Links ...<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><A href="http://www.adducemarketing.co.uk/" target=_blank><FONT face=Arial size=2>Adduce Marketing</FONT></A></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><A href="http://www.cim.co.uk/" target=_blank><FONT face=Arial size=2>Chartered Institute of Marketing</FONT></A></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><A href="http://www.marketinguk.co.uk/">Marketing UK <FONT size=2>(information portal)</FONT></A></SPAN><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"></SPAN><SPAN style="FONT-SIZE: 12pt"> <o:p></o:p> </SPAN></P> </TD></TR></TBODY></TABLE> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><v:shape id=_x0000_i1025 style="WIDTH: 472.5pt; HEIGHT: 7.5pt" type="#_x0000_t75"><v:imagedata o:title="Email_Footer" src="http://www.adducemarketing.co.uk/Email_Images/Email_Footer.gif"><FONT face=Arial size=2><IMG alt="" hspace=0 src="http://www.adducemarketing.co.uk/Email_Images/Email_Footer.gif" align=baseline border=0></FONT></v:imagedata></v:shape> </P></TD></TR> <TR height=0> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=3><FONT face=Arial size=2></FONT></TD> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=8><FONT face=Arial size=2></FONT></TD> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=632><FONT face=Arial size=2></FONT></TD> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=136><FONT face=Arial size=2></FONT></TD></TR></TBODY></TABLE> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT size=2><FONT face=Arial>&nbsp;<o:p></o:p></FONT></FONT></P></BODY></HTML>