<!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; 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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;&nbsp; </SPAN>May 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">I love it when a plan comes together ...</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">You wouldn't go on a journey without some sort of plan of your method of travel, your route, the expected duration and, of course, a clear idea of the destination.&nbsp; Would you?</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">But, when it comes to marketing small businesses, it seems that many people happily embark on their 'journey' with no plan at all!&nbsp; There really is no excuse for not having some&nbsp;level of plan before you start spending money on marketing.&nbsp; </SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">And planning isn't that difficult.&nbsp; Here is an outline of a simple five stage marketing planning process.&nbsp; It's an approach that I use all the time&nbsp;...</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">Where are we now?</SPAN></SPAN></SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">This stage gives you the start position for your 'journey'.</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">An honest audit of your current position, in terms of your own capability versus your competition as well as taking notice of external factors that will affect your business (Political, Economic, Social, Technological).&nbsp; Collating factors about your business under the Strengths, Weaknesses, Opportunities and Threats headings is a useful approach, but remember that these are factors relative to your competition, i.e. a strength is only a strength if its means that you are better at something than your competitors.</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>Where are we going?</STRONG></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">This stage defines the&nbsp;destination for the 'journey'.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Having a clear and obtainable destination in mind is essential.&nbsp; It can be expressed in any number of ways, but is best when it is at its most tangible and realistic&nbsp;and includes a timeframe.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">I prefer to define marketing objectives in terms of the number and type of customers that are required to be recruited or retained over the time period.&nbsp; For example;</SPAN></P> <UL> <LI><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Acquire 25 net new customers with an average contract value of £25K over the next two years.</SPAN> <LI><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Increase repeat purchase frequency&nbsp;for 50% of Product X customers from 2/year to 4/year by 2007.</SPAN></LI></UL> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">A quick calculation of increased revenue and profit from meeting these goals will allow you to determine if they are sufficient for your financial needs.&nbsp; It will also help you determine what level of budget is appropriate to assign to achieving them.</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>How might we get there?</STRONG></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">This is the stage where you look at all the different ways of moving from where you are now to where you want to be.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">It's worth spending some time 'brainstorming' different ways to achieve your goals.&nbsp; Doing what you always did will generally deliver what it always did before.&nbsp; If you want to improve performance you might need to think of new approaches.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Don't be afraid to look at competitors and other industries for good ideas.&nbsp; If you are still short of ideas, try talking to colleagues, friends, family, and so on.&nbsp; You never know what will come out of it.</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>Which way is best?</STRONG></SPAN></SPAN></SPAN></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: black; FONT-FAMILY: Arial">This stage is where you decide on the best approach and develop the specific activities that you'll undertake.&nbsp; It also covers budgeting and milestone setting.</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">This is the stage where the infamous 4 P's of marketing can be used to define specific activities and timelines for your strategy.</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The 4P's cover activities related to Product, Price, Place and Promotion.&nbsp; If you are a service business then you might like to think in terms of three additional P's, covering People, Process and Physical Evidence (giving tangibility to an intangible service).&nbsp; Finally, if you want to go the whole hog, you can add an eighth P for Planet (covering 'green' and societal elements).</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The P's are a very useful way of a) breaking down a large problem into smaller, more manageable chunks, and b) remembering that marketing is at its most effective in combination.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><STRONG>Are we still on track and have we arrived yet?</STRONG></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The final stage focuses on being sure that you are following your plan, making fine tuning adjustments if necessary, and looking to see of you've arrived at the destination yet.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Here, you'll be undertaking regular reviews of your marketing activities and spend, and checking that it's all working as planned.&nbsp; Where needed, you can make adjustments to take account of unforeseen difficulties and new opportunities.&nbsp; </SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">All the while, though, you'll need to keep your chosen destination in mind.&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Don't get distracted by short term opportunities, no matter how tempting they might seem.&nbsp;</SPAN></P> <P><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 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">Planning Your Marketing</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Email_Downloads/DB_Planning_Marketing.pdf" target=_blank>Download</A> this handy guide which explains how&nbsp;best to approach planning your marketing 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 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>