<!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 coordsize="21600,21600" o:spt="75" o:preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe" filled="f" stroked="f"><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:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path><o:lock v:ext="edit" aspectratio="t"></o:lock></v:shapetype><v:shape id=_x0000_i1026 style="WIDTH: 472.5pt; HEIGHT: 52.5pt" type="#_x0000_t75"><v:imagedata src="http://www.adducemarketing.co.uk/Email_Images/Email_Header.gif" o:title="Email_Header"><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>Mar 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">Innovation as a constant</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Innovation is an essential part of keeping your business ahead of your competitors. And it needn't be an expensive process.&nbsp; Sometimes a small but thoughtful change to the way that you serve your customers can reap large rewards.&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Here are a few 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">Look and listen first</SPAN></SPAN></SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Getting ideas for innovation can seem daunting at first, but there are excellent sources of ideas available to you - you just need to use your eyes and ears.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Regularly talking to your customers, staff and suppliers and asking open questions around "how can we do this better?" will often generate a wealth of ideas.&nbsp; If you are unfortunate enough to get customer complaints, once you've sorted them out, examine them for service improvement options. Similarly take a regular look at what your competitors are doing.&nbsp; Maybe you could take a process they use and make it even better when applied to your customers.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Finally, look at how companies in completely different industries to yours deal with their customers.&nbsp; As an individual and as a business you are a customer to many other suppliers ... any good ideas there?&nbsp; Don't be afraid to copy.</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>Nurture ideas</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">It's very easy to discount new ideas on face value alone.&nbsp; "It'll never work in this industry!"</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Yet sometimes it's the ideas that most people pooh-poohed that change competitive positions dramatically.&nbsp; Take selling groceries over the internet as an example.&nbsp; Tesco.com is now one of the world's highest revenue generating websites, yet many in the food retail industry believed that it would never happen because shoppers wanted to&nbsp;handle their groceries prior to purchase. "They'll never trust you to send them the freshest and best!".</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Implementing an innovation&nbsp;might seem to be taking on a high risk, but an excellent way to test&nbsp;the idea before investing a lot of time and money is a proof of concept pilot.&nbsp; So, for example, if your idea was to confirm all shipments of&nbsp;the goods purchased on your website by an SMS text message, you could try it out initially with just a select few customers and closely check their reaction.&nbsp; Depending upon volume, this could be done manually from a normal mobile phone handset until you are sure that the customers value the service.</SPAN></P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"> <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>Keep it simple</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">Many times the best innovations are the simplest. Simple for you to enact and simple for the customers to accept.&nbsp; Richer Sounds, a chain of hi-fi shops, had the idea of offering customers a colour-coded sticker when they entered a shop, on a self-service roll.&nbsp; The customers could choose from phrases like "Leave me alone, I'm browsing", "I'm not sure what I want, please help me" and "I know what I want and I'll ask when I want it!".</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The sales staff were trained to respect the stickers.&nbsp; This gave the customers more confidence to come into a highly technical (and daunting) environment without the fear being pounced upon by over eager sales people.&nbsp; The system worked well and footfall increased.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The key to this innovation was understanding some of the mindset of customers and providing a really simple solution.</SPAN></P></SPAN></SPAN></SPAN></SPAN></SPAN></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">Innovation</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Email_Downloads/DB_Innovation.pdf" target=_blank>Download</A> this handy guide which explains how to pick up on opportunities for innovation and where to get new ideas from&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></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><FONT size=2><FONT face=Arial><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 src="http://www.adducemarketing.co.uk/Email_Images/Email_Footer.gif" o:title="Email_Footer"><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>