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Events this autumn
Get your diary out and take your pick from the excellent
range of CIM events in the Greater London Region this autumn.
With prices for members between £7 and £40 –
and some events free – GLR’s professional events are
unbeatable value. Make the most of your CIM Membership and come
Changing New Media Landscape – Who moved my audience?
||Woburn – The Branding of a Destination
Woburn, Bedfordshire MK17
with Drinks, Central London
Pies to Poms - Ice to Eskimos?
Watford, Hertfordshire WD25
Communications - Engage customers and employees through the
use of video
Marketing in the age of Web 2.0
| Thursday 27
||Financial Services Group Late Summer Reception and BBQ
|| London, EC3
and Drinks, West London
Neutral (Financial Services Special Interest Group)
with Drinks, Central London
or No Deal (Financial Services Special Interest Group)
and Drinks, West London
event at Wells & Young’s Brewing Company
with Drinks, Central London
| Saturday 24
||Small Business Group Conference
|| Cookham SL6
and Drinks, West London
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in Marketing with a conscience
an eye out for a firm date for the next unmissable Women in Marketing
event. Building on the huge success of last March’s event
‘Women in Marketing: The Creatives’, GLR volunteer
Ade Onilude (pictured) is busy once again recruiting top level speakers.
This time the event will carry the highly topical theme of Women
in Marketing: The Ethical One. No details have been officially
released yet but let’s just say, Ade is not known for aiming
the gallery of pictures from the last Women in Marketing event.
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to do with your exam results
CIM exam and assignment results just out at the end of August GLR
News thought now would be a good time to congratulate or commiserate.
We spoke to CIM revision and study expert Jon Twomey from the Student
Support Group to find out what are the next steps for CIM studying
members this autumn. Here’s Jon’s advice.
“A massive pat on the back to everyone who did pass
and well done for all your hard work. Make sure you take
the time to celebrate your success and give yourself a reward.
I’ve known many successful students get into a good
study pattern by working towards little reward/treat milestones.
So now is the time to give yourself that juicy prize you’ve
been promising yourself. Enjoy your success and enjoy making
your qualification work for you.”
failed (or ‘deferred your success to a later date’)
“Rest assured you are not alone:
about 35% of CIM students do not pass first time. You
can retake your exams in December but the first thing to
do is to give yourself a break – literally and metaphorically!
Don’t leap to any speedy conclusions. Find out what
went wrong and review your options for putting it right.
Here are a few practical pointers for you to consider over
the next few weeks:
CIM professional qualifications are difficult
That's what makes them so valuable in helping you
develop your marketing skills and career. If the qualifications
were easy, they wouldn’t be worth having. So
it’s not easy but it is logical: there
is a learning formula that you can adopt to help you
pass next time. CIM professional standards test your
ability on three fronts:
a) retain knowledge
b) apply knowledge in context
c) demonstrate the appropriate evaluative skills
The CIM syllabus document for
your subject lists all the things you need to be able
to prove you can do. The sample exam questions (assignment
briefs) and specimen answers help you benchmark your
work. Have a look at the CIM
website to see if you know what’s expected.
2. Do something different,
get some help
Sadly, whatever it was you did last time it didn't
work for you, so adopt good study and practice habits
early on to ensure you are properly prepared and up
to standard this time. Practise questions at home
or sign up to attend a syllabus and/or exam preparation
workshop in October/November. This website
provides heaps of free advice too including CIM terminology,
hints and tips etc.
Did you maximise your chances of success?
The CIM recommends approximately 40+ hours of personal
study for each subject, so if you were unable to devote
that much time it's understandable that you're not up
to speed yet. Very often the pressure of work and/or
family/social commitments do take over, so make a plan
to start your studies early this term. Do a little bit
every week to avoid any last minute panic when you retake
in December. Make a revision plan that spans at least
8 weeks. For a free 5 R's revision planning checklist
Find out where you went wrong and fix it
Look up the CIM Examiner’s Report for free on
the CIM website for general comments about the exam.
Log in at www.cim.co.uk/learningzone.
For more tailored feedback, ask your college tutor
to provide you with feedback on your unsuccessful
Assignment or buy the Personal Feedback Report (from
£45) for feedback on your own exam paper. Don't
let the fee put you off, it really is essential you
find out where you went wrong. This is an investment
in your career. Alternatively, do a diagnostic quiz
for £10 on the Student
Support Group website, this will test your syllabus
knowledge and identify which syllabus chunks need
Remember your end goal
Remind yourself what it was that motivated you to get
these qualifications in the first place and imagine
how great it will feel when you become qualified (and
get promoted)! Eventually you will achieve your goal
and be able to celebrate with family & friends,
so use your own mental image to re-motivate yourself to
work harder and smarter this time. Above all, enjoy
sponsors Marketing Award
recently announced that it will be sponsoring the Excellence in
Marketing Award at November’s Thames Gateway Business Awards.
Greater London Region Chair Colin Linton says “We
are delighted to sponsor the Marketing category for these regional
awards. GLR wholeheartedly shares the aims of the Thames Gateway
Business Awards – to further skills, experience and business
knowledge in this important geographical area. GLR members are
committed to maintaining high standards of marketing across the
profession and we hope these awards will showcase some of the
Region’s best work”.
Are you eligible to enter the Excellence
in Marketing Award?
Companies, teams and individuals are welcome to compete in the
Marketing Excellence category. The main criteria for entry are
that you or your business must have successfully delivered a campaign
or initiative to promote a product/service/business in the area
and have made a positive and measurable impact on turnover within
the last 12 months. This can include either a:
- fully co-ordinated marketing campaign
- pioneering or creative marketing initiative/project or
- creative concept from individual media (e.g. a piece of advertising
or marketing, a website etc)
What will you win?
In addition to the CV kudos and the sheer satisfaction of winning
an award for your marketing, ALL FINALISTS will get free tickets
to the glittering Gala Presentation Night - at the 02 arena no
less - on 23 November. Winners in each category will also win
£1000 worth of advertising for their business.
awards are free to enter and the deadline for all entries is 12
October. For more information or to submit your entry into the Marketing
Excellence category, go to www.thamesgatewaybusinessawards.co.uk
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Join your fellow GLR students at the Studying
Member Conference on 22 October
Run by CIM subject experts from across GLR, this event provides
a choice of drop-in sessions to allow you to mix-and-match to
suit your needs. Here’s why studying members should go to
- New to CIM? Hear about key study resources and benefits of
- Re-taking exams? Find out how to study smarter and succeed
- Thinking about your December exams or re-sits? Get top tips
on CIM revision planning from the revision experts.
- Worried about SMIP? Discover how to tackle the giant PGDip
Case Study in manageable chunks.
- Assignment looming large? Loads of hints & tips to save
you time and stress.
- Distance learner or self-studier? Meet fellow students, swap
contact details and share ideas on your subjects.
- Thinking about the next career step? Hone your networking
skills and sharpen up your CV.
venue and booking details
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the Olympics and ambush marketing
athletes in the 2012 Olympics competing at venues in and around
the GLR territory, many of us could find ourselves innocently
wondering how to capitalize on London’s successful bid in
our own PR or marketing activities. Activities such as canoeing
at Broxbourne in Hertfordshire and mountain-biking at Weald Country
Park in Essex, sound like a potential advertising dream for companies
active in this region.
However the new London Olympic Games and Paralympic
Games Act 2006 is set to clamp down on ‘ambush marketing’,
where businesses try to bask in the event’s reflected glory
by referring to the Olympics in their promotional activity. So
even though the London Olympics are six years away, references
to the event are already tightly restricted, through protected
words and logos.
Where you might expect the use of the five rings
symbol to be highly restricted, you might be surprised to know
that use of words such as ‘Olympics’, ‘Olympians’,
and ‘Paralympics’ are also controlled. Even the use
of seemingly innocuous words, such as ‘London’, ‘games’,
‘twenty twelve’, ‘gold’, ‘silver’,
‘bronze’, ‘medals’ and even ‘summer’
may also be taken into account when errant advertisers are brought
What is clear is that it’s unlawful to pass
your business off as being officially linked with the Games (unless
is it of course). What is less clear, is knowing where to draw
is ambush marketing?
It’s any promotional activity aimed at suggesting a
connection with an event, without being an official sponsor
and paying for the privilege. Also known as stealing the show!
Who’s been ambushed
Atlanta in 1996, Nike avoided paying the $50 million dollar
sponsorship fee, successfully mounting a marketing campaign
by plastering the city in billboards, handing out free banners
to spectators and erecting an enormous Nike centre overlooking
the stadium. Many thought that Nike was an official sponsor
of the 1996 Olympics, rather than Reebok.
infringing any of Australia’s newly-passed ‘anti-ambush
laws’, in 2000 Qantas exploited its sponsorship of
individual athletes and pre-Olympic events (such as pre-Olympic
swimming trials) so effectively that following the Olympics,
market research showed that there was a higher awareness
of Qantas as an Olympic sponsor than Ansett, which was actually
the official airline.
Wimbledon 2005, Colgate-Palmolive, sponsors of the 2004
champion Maria Sharapova, were handing out bottles of water
emblazoned with a deodorant brand to fans in the queue.
These were confiscated by officials since the ‘official’
water supplier to the championships was Buxton. The company
later gave the water away to thirsty spectators as they
left the club.
description of itself in TV advertising as the “official
sponsor of Mexican supporters” gained them a bigger
profile than the official beer of the Mexican national team,
Corona’s competitor, Sol.
What might happen if I do
Anyone found guilty of an offence may be liable to huge
fines as well as repaying any expenses incurred by the police
in taking action. Plus the negative publicity of your company
name being slated.
How can I unlock any commercial potential
without breaking the law?
With the Olympics there’s going to be a fine line
between clever themed marketing and unlawful promotion.
Get any themed marketing approved by specialist intellectual
property lawyers and/or seek the express permission of the
British Olympic Association at www.olympics.org.uk.
in the Life
Corporate Travel’s UK Marketing Executive, Samantha Robinson,
recently won a Top Student prize for her Professional Diploma
results. Sam, 24, from London is as enthusiastic about marketing
as she is about the perks of working in travel….
What does your company do?
Expedia Corporate Travel creates online travel management systems
for large corporate clients. From the Expedia main corporate site
they can log into their own personalized system that allows them
to book every aspect of business travel for their staff. As part
of the system we offer lots of reporting tools so senior managers
can analyse their company’s travel patterns, and monitor
and control who’s booking what when.
It’s a hugely valuable tool for global companies when you’ve
got hundreds of staff flying all over the world all the time.
What does your job involve?
I’m responsible for all operational marketing in the UK:
customer communications, client events, industry events, supporting
the sales team, public relations. About 60% of my work is for
e-marketing campaigns and online initiatives so my learning curve
with the web team here was pretty steep when I joined. My CIM
qualifications helped me understand where online fits into the
marketing mix but there’s absolutely nothing like running
your first email campaign to show you how much you don’t
What do you like most about your job?
I love the sheer variety of marketing activity that I get to work
on. One day I’ll be developing ideas for a new loyalty programme
or reviewing copy for a new e-shot, the next I’ll be attending
an event for a client or thinking up with new ways to gain share
of wallet among our existing base.
love the fact that I regularly get out and about too: either going
off to a big corporate travel event or a meeting with my counterparts
from Expedia offices across Europe. Having said that, travelling
abroad for business meetings is not as glamorous as it sounds!
I usually jump on Eurostar at 6pm, arrive at my hotel in Paris
close to midnight, get up in the morning for a day of meetings
and then hop back on the train that evening! I do enjoy the pace
What do you like least?
I am the only marketing specialist in Expedia Corporate Travel
UK. In fact I am the UK marketing team! So one thing I miss is
the team environment where you can quickly bounce ideas off colleagues
and have impromptu brainstorming sessions. I do have to be quite
creative in my role and it can be quite limiting when you’ve
only got yourself to spark ideas off with! I report directly to
the Managing Director so when I can get some time with him that’s
great but he’s obviously not available at the drop of a
The positive angle is that I definitely don’t
feel like a small cog in a big corporate wheel. I feel like my
ideas become operational and my work makes a difference. If I’m
off work for even a day, I’m missed and there are people
waiting for answers when I get back!
How do you know when you’ve had a
When I’ve had some good feedback
from my manager. Since he also happens to be the MD, my work has
quite a high profile and I’m always pleased when I run some
ideas past him and they’ve been well-liked or positively
are the perks of working in travel?
You can develop good relationships with hotels and airlines and
they sometimes offer free or hugely reduced trips and nights in
What are the big issues in the travel industry
at the moment?
Environmental issues are of course quite high on the agenda. Expedia
has a carbon-offsetting product that helps clients address environmental
concerns involved with corporate travel.
What is Expedia like as an employer?
They’re great. The package is good and reflects a long-term
investment in its employees with things like pensions.
What are your career ambitions?
Well I certainly want to stay in the travel industry. There’s
great potential to work within the Expedia Group since they own
some amazing brands such as tripadvisor.com and hotels.com. I’d
certainly like to work overseas for a few years – ideally
Sydney or the US. Outside the Group there are some great airline
brands I’d like to work with such Virgin or BA.
study tips podcasts available
brand new study tips podcasts are now available to download. There’s one for Assignment and one for Exam
revision students so pick and listen according to your study format.
Created by CIM's North West Region in partnership
with Student Support Group (SSG), the podcast provides CIM-specific
study hints and tips to help you maximise use of your precious
study time. Last term almost 300 students downloaded our study
podcasts. These podcasts are ideal for all studying members but
especially those who are new to CIM this term, this podcast can
- Discover your preferred learning style
- Appreciate CIM Examiner requirements, standards and
- Learn how to decide what’s important (and what’s
- Develop techniques for retaining information
- Test your subject knowledge
- Improve reading and note-taking skills
- Research topics, find useful Case studies and topical
- Master your use of the 3 C’s: Customers, Company
- Successfully create high standard CIM exam answers
download a podcast you need to be a registered CIM studying member
and be able to download, store and play MP3 files using e.g. an
iPod, MP3 player or computer. If you can’t download the podcasts,
you can still use the accompanying fact
sheets which contain lots of free advice and tips.
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Draw: Win a holiday in Ischia, Italy
to School blues?
If you just got back from a summer break with that September sinking
feeling, here’s something that might help you hang on until
GLR News has teamed up with luxury spa hotel L’Albergo
della Regina Isabella and the airline bmi to take one GLR reader
(and partner) on a fantastic holiday for two in Ischia, Southern
The winner and his/her partner will fly direct from London Heathrow
to Naples with bmi to enjoy a 3 night long stay at L’Albergo
della Regina Isabella – a luxury five-star hotel and spa.
Located in the village of Lacco Ameno, on the northern
coast of Ischia, overlooking the Bay of Naples and Capri, l’Albergo
della Regina Isabella is a world-class destination.
hotel nestles on a tranquil cove framed by rocky cliffs and Mediterranean
pinewoods. It is furnished with authentic Capodimote ceramic floors,
Murano glass chandeliers and exquisite baroque antiques. There
are 128 stunning rooms, and the seven Royal Suites come with private
Since its opening, the l’Albergo della Regina
Isabella has attracted the international jet-set and Hollywood
royalty, along with generations of in-the-know Europeans. Many
guests return to Regina Isabella year after year to enjoy one
of Italy’s most luxurious wellness destinations.
- 2 economy class flights from London Heathrow to Naples (flying
out with bmi on Saturday 12 April 2008 and returning with bmi
on Tuesday 15 April 2008)
- 3 nights Bed & Breakfast at L’Albergo della Regina
Isabella (Saturday 12, Sunday 13 and Monday 14 April 2008).
hard. Play hard. GLR News helps you do both!
is Heathrow’s most punctual airline and has a generous frequent
flyer programme, diamond club, which allows members to earn reward
flights faster. bmi flies daily from London Heathrow to Naples and
to 50 destinations across the UK , Europe, America , The Caribbean,
The Middle East and Africa . Book early for the best deals at www.flybmi.com
and save time with online check-in from home.
Win ‘The Innovative Leader’
got three copies of new book ‘The Innovative Leader’
to give away.
Author Paul Sloane is founder of www.destination-innovation.com.
He writes, speaks and gives workshops on lateral thinking and
innovation. The book, organized into six short, sharp sections
and snappy bite-size chunks, aims to give a practical and simple
guide to instilling a culture of innovation in yourself, your
team or your company. Peppered with examples and case studies
gaining competitive advantage by encouraging change and innovation,
it’s ideal for dipping into on the tube or between meetings.
Big ideas and little tips on:
- Problem analysis
- Generating idea
- Implementing innovation processes
- Building a creative culture
- Personal creativity
creative approach to problem-solving
Let’s say you are wrestling with
a tough issue – maybe at work, at home, with your children
or in your social life. You have been stuck for a while and you
can’t seem to make a breakthrough. You want to come up with
some really creative ideas. What can you do? Here are ten practical
ways to boost your inventiveness and to crack the problem:
- Ask why, why? Ask, ‘why has this issue
arisen?’ Come up with six different reasons and for each
of them ask, ‘why did this happen?’ Keep asking
why for each cause. This helps you to better understand the
different reasons why this is a problem and so in turn you will
see different possible solutions.
- Talk to your mum. Talk it over with someone
who has absolutely nothing to do with the situation. They will
often ask basic questions or make seemingly silly suggestions
that prompt good ideas. Two heads are better than one but people
who are too close to the issue will often come up with the same
ideas as you, so try an outsider.
- What would Bob Geldof do? Ask how some celebrity
would tackle the issue – what would Bill Gates do? Richard
Branson, or Salvador Dali or Margaret Thatcher or Madonna or
Sherlock Holmes? Take each individual’s approach to its
extremes and it will likely give you some radical solutions.
- Grab a golf club. Pick up any object at
random and say to yourself, ‘this item contains the key
to solving the problem.’ Then force some ideas. Try this
with several different objects and you will have a selection
of radical and inventive ideas.
- Use similes. Try to think of a different
problem in another walk of life that is like your problem. Say
you want your clients to consider a new way of working. You
might imagine that this is like getting children to eat Brussel
sprouts. List various methods you might use with your children
to encourage or persuade them to try the vegetables. Then go
through the list and then see if any of the ideas can be converted
into things you can try at work.
a dictionary and take any noun at random. Write down
six attributes of that noun – so for tree you might write
- root, branch, family, apple, trunk and tall. Then force some
links between the word or its attributes and the problem in
order to come up with fresh ideas. You will be surprised at
how well this works – for individuals or in a group.
- Draw a picture of the situation showing the
people and the issues in simple cartoon style. Put it up on
the wall and then imagine how the story could develop. Think
of it as a cartoon strip. Many people’s brains work better
in images than in words or numbers so this can lead to fantastic