<!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; 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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;</SPAN>Jan 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">Getting the word out</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">For many businesses advertising is an essential part of their marketing strategy.&nbsp; It can be a very effective way of getting the word out about what that business does, why it's good at it and where to find them.&nbsp; It can also be waste of a lot of money if you get it wrong.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">To&nbsp;use an oft quoted quote; "We know that at least half of our advertising spend is wasted ... we just don't know which half!".</SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">&nbsp; </SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">If you are thinking of using advertising then consider these&nbsp;key points ...</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">Know your target customers</SPAN></SPAN></SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The best start point for any advertising campaign is customer knowledge.&nbsp; The more you can get, the better your advertising strategy can be.&nbsp; Don't be afraid to segment a large group of target customers into multiple smaller groups if that allows you to increase the focus and relevance of&nbsp;the campaign to the target.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">That might mean creating multiple adverts, one variation for each target group.&nbsp; On the surface this would seem wasteful as the cost of the designs would increase.&nbsp; However, if the more specific adverts generate a higher response rate from the targets, then the&nbsp;payback will more than compensate for the increased initial outlay.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Think carefully about which media will best carry your message to each target customer group.&nbsp; Whilst an advertising agency can offer you professional advice on media selection, there is no substitute for customer knowledge. What newspapers and magazines do they typically read? Do they spend a lot of time surfing the internet? Do they listen to commercial radio? And so on.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">It pays to think laterally as well.&nbsp; One fact that continues to amaze me is that an excellent place to advertise all sorts of professional services is in Parish Magazines.&nbsp; They are very cheap, are&nbsp;retained for some time (as they contain local event calendars) and are often read completely from cover to cover.</SPAN></P> <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"><STRONG>Know your message</STRONG></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Look closely at the core message that your advertising will carry.&nbsp; Try to keep it simple and keep it focused.&nbsp; If you do have a complicated message to convey, then be sure to choose media capable of delivering it correctly and allow for a longer time for the message to be understood by the targets.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Always remember that we are subject to thousands of advertising messages each day and have developed very sophisticated 'mental filters' to screen out what we think is not relevant ... or is too complex to understand instantly.&nbsp; Sometimes witty or clever advertising fails because people can't be bothered to decipher the message.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Knowing your target customers will help you work out which simple message will have the best effect.&nbsp; Again, advertising agencies can help you, but you need to help them first with a&nbsp;well thought out&nbsp;and concise message.</SPAN></P> <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"><STRONG>Stay the course</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">Unless you are advertising a time-critical event, such a shop opening or a sale starting in a few days, advertising&nbsp;should be seen as a long term strategy.&nbsp; I meet far too many business owners who have placed a single advert in one magazine and wonder why the 'phone isn't ringing off the hook.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Think of advertising as a slow burn marketing tool.&nbsp; The best advice I can give you, is that unless you are prepared to stay the course ... don't start.&nbsp; Placing adverts in ones and twos is generally a waste of money.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">That begs the question, of course, of "how long should I plan to advertise for then?".&nbsp; There is no single right answer. Even looking at&nbsp;campaigns run by your closest competitors may not illicit the answer.&nbsp; Very often the best approach is the most pragmatic one.&nbsp; Assign a budget that you can afford and then work with professional media buyers to construct a programme that best meets your goals.&nbsp; </SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Don't forget to regularly track where new customers approach you from so that you can begin to measure which bits of the advertising&nbsp;are working well ... and which bits aren't.&nbsp; Fine tune when necessary, but don't give up too early or you will surely waste the money spent already.</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. </FONT><FONT face=Arial size=2>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">Advertising</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Email_Downloads/DB_Advertising.pdf" target=_blank>Download</A> this handy guide which explains how to get the best&nbsp;from advertising 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></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><FONT size=2><FONT face=Arial><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>