Career advice

Top tips from a
senior consultant –
and yes qualifications
do count! More

Mission possible

Will the right mission
statement help you
see into the future?
More

GLR Prize Draw

Win a coaching and
mentoring package
from Hannah
McNamara. More

Pride of London

Visit the best blogs about
town. More

Social Networking

Make the most of online connections
in 2009. More

Women in
Marketing 2009

This is one event
you won’t want to
miss. More

Prostate Cancer Charity News

With your help, we can say pants to prostate cancer. More

ParalympicsGB Update

ParalympicsGB celebrates success and gets ready for the future. More

If you would like to advertise in this newsletter please contact us.

Look at archived copies of the GLRNEWS Bursting with ideas? Ready to share them? Write for the GLR News.
Email the editor
“The empires of the future are the empires of the mind.” Sir Winston Churchill



Will Faulkner, Senior Consultant with Reed, talks about the job market

What do you do?

“I’m a Senior Consultant with Reed in the Marketing and Creative Division. Reed is a specialist, independent provider of permanent, contract, temporary and outsourced recruitment solutions, IT and HR consulting. We’ve been working with jobseekers and employers since 1960. Reed’s global network spans Europe, the Middle East and Asia Pacific. Reed.co.uk is the UK's biggest jobsite and receives over 1.3 million job applications every month. Reed has more than 30 specialisms - one of which is Reed Marketing and Creative. My job is to work with clients to find the best candidates for their roles. I also work closely with candidates to help them decide what the next step in their career should be.”

What’s going on right now?

“Quite a lot. We receive new jobs every day. Right now, we have a number of marketing manager roles going forward. It’s certainly one job title that can cover a lot of ground. Our clients are definitely looking for a digital component – from online strategy to SEO and Affiliate Marketing. At the same time, a proven track record in your field speaks volumes. Some skills including people management and communication are transferable and will help you in any role. Others are more connected to your expertise in a field. With the right experience and outlook, people can move from one industry to another. It’s about the ability to demonstrate the right skills. Without a doubt, The Chartered Institute of Marketing qualifications instill confidence in our clients. They can make a real difference.”

What’s your best advice?

“Take some time with your CV. Make sure it highlights your achievements and is well crafted. It’s an important document that must be perfectly clear as well as aesthetically pleasing. It should also relate specifically to the job description of the role you’re applying for. A good covering letter is also important and allows you to engage potential employers in a different way. And don’t underestimate the power of research – get to know the businesses that interest you and be prepared for interview questions. In the current market, each job attracts more applications. It’s important to acknowledge that and make yourself stand out from the crowd.”

Jobs

The Chartered Institute of Marketing provide job listings.

Facts

The Institute has a new online portal offering a range of fact sheets and discounted career advisory services When you visit it have your name and password ready. You’ll find plenty of advice on CV writing too.

Employers

If you’re looking for detailed information on a potential employer, The Institute can help. You can even contact the library with more detailed questions.

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Mission possible: Will the right mission statement help you see into the future?

A good mission statement tells people why your company exists. Many of you will recognise the mission statement of The Chartered Institute of Marketing.

"To be the pre-eminent body on marketing practice, standards and associated knowledge on an international basis and for this to be acknowledged by governments, marketers, business, education and others."

This single statement acts as a clear signpost to the future and provides a valuable focus to everyone who’s interested in your business, from customers and employees to owners, suppliers and even your financial backers. It should be clear, inspiring and absolutely free of jargon. A mission statement can be a powerful asset – and one that just might help unite your business when it’s most important.

Where to start

To create a mission statement, you need to answer four basic questions:

  • What business are you in?
    Do you provide a service? Enhance a service? Create things?
  • What are your business aspirations?
    Are they financial? Are they about leading your industry?
  • What key words describe how the product or service is delivered?
    Do you use language your customers will recognise? How can you add vitality and meaning to your words?
  • What is the best way to express your mission?
    Have you defined what you do? Who you do it for? How you do it?

Making a statement

Initially, most statements are a bit clumsy because they have to cover a lot of ground and please different people. Come up with a few of them, and then evaluate them by asking key questions.

  • Does it provide a view of the future?
  • Is it credible to both customers and employees?
  • Is it outward-looking?
  • Does is imply a customer benefit?
  • It is unique and does it embrace what your business is good at?

Reject all that don’t pass every test. By being critical, you’ll end up with a statement powerful enough to take your business forward.

Build on the buzz

When you have a statement that works, share it. At every opportunity. With all your colleagues and with your clients. Make it part of every aspect of your organisation. Do nothing that will compromise it. Take every opportunity to measure how well the business is performing according to the values and direction defined by your mission statement.

Mission statements aren't just for businesses. Adapt the same approach to your own personal brand, and you'll crystallise your goals for 2009. The first month of the year is the perfect time to look at your strengths and experience. Whether you're looking for a job or not, have a good look at your CV and ensure it reflects your accomplishments and your talents.

Recognise anyone?

Here are the mission statements of well-known and successful companies. Can you match them to their owners?

“To be the most successful computer company in the world at delivering the best customer experience in the markets we serve.” ANSWER

“To organise the world’s information and make it universally accessible and useful.” ANSWER

“To bring inspiration and innovation to every athlete* in the world.” ANSWER

*"If you have a body, you are an athlete.” Bill Bowerman

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Win a Career Coaching and Mentoring package from Hannah McNamara

Whether you’ve just been promoted or find yourself out on the job market again, a coach can help you put your best foot forward - and keep it there. Hannah McNamara is a Chartered Marketer and qualified Life Coach. She combines marketing savvy, entrepreneurial experience and effective coaching techniques to give her clients the insights they need to progress. Now, you have a chance to win a free coaching and mentoring package. It’s a great opportunity to take stock of your career and your talents. And it’s done over the phone for convenience. Even if you don’t win the prize, take a look at her free ebook: 10 Ways to Sabotage Your Own Career.

We’ll close the prize draw on 31 January 2009

If you don’t like what you see in your own crystal ball, now is the time to change it!

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The best blogs about town

Like it or not, blogs are part of life - and the marketing profession. Plenty of businesses big and small have added them to their websites. Take the BBC’s blogs, for example. It’s one organisation that’s found new ways to engage people. Or, have a look at Dell’s blog for a powerful corporate blog. But, other types of blogs are also out there, and they have plenty of influence over potential customers, too. Independent blogs review products, comment on services and generate both positive and negative word of mouth. They’re one place businesses can go to see what their customers are saying. Whether it’s the latest technology, new sports equipment or even a weird hobby, bloggers find ways to make their subjects interesting. Here are some of the best blogs about a topic that’s close to all of our hearts - London.

London-Underground

Funny. Irreverent. Popular. This is the blog for people who need a little something to smile about. And, you can bet Transport for London keep an eye on the comments. It’s truly a unique view of our capital and one that’s so…very…well…London.

London Daily Photo

Great photos for a great cause - Breast Cancer Care. There’s even a place to click for a random archive page. The blog is surprisingly detailed and very informed. Apparently, coaches are picking up trade as other forms of transport become too pricey. A perfect intro for a bus company to offer the blogger a free ticket or more photo opportunities. There’s even comments on the latest and weirdest ads. Definitely worth a look.

London Cabby

All in a day’s work. It’s more and sometimes less than you’d expect. But it’s interesting and tells you what it’s like to be in the driver’s seat - all day. When will some enterprising company contact him and ask for advertising space? After all, they have ads inside cabs, don’t they?

Diamond Geezer

Personal and unusual, this blog will tell you about museums, link you with historical maps and tell you a thing or two about the art of blogging. When it comes to online savvy, this blogger really is the diamond geezer.

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Social Networking – Where to start

Businesses have always talked to their customers. In the past, they held their conversations in stores, garages or workshops. Those conversations evolved through media like radio, television, newspapers, direct mail and e-mail marketing. But the emergence of social networks adds a new dimension. Now, it’s not just about communicating with consumers, but looking at what consumers are saying to each other about your products and services. From blogs to forums, twitter to Flickr, people are using the internet to start conversations about whatever matters to them. Tools like Google alerts can help you find out what your customers and critics are saying about your business. By learning from your customers, you’ll be in a position to improve your products or services - or even play a part in the discussion.

Social marketing covers a lot of ground. And there’s no substitute for getting out there and testing the water for yourself. Maybe it’s time to find other people who share your interest in cycling, chocolate or rare perfume bottles. Whatever you want to talk about, there’s probably a forum for the conversation. To get you started, here’s a list of some of the top social sites.

Facebook – Over 100 million active users. What more is there to say? If you want to know what people are really talking about, this is where to start. In September, Facebook launched a new look that included more visible white space – a clear announcement that it was ready to do more with advertising. Engagement Ads is a recent service that let’s members comment on ads, and then see the comments on their news feeds.

Bebo – When it comes to finding out where the sweet bird of youth has flown – Bebo has all the answers. Video clips, music and 22 million members. It’s where the young go to talk, network and discuss the next big thing. If you want to reach young people, this is a good place to start exploring the market.

LinkedIn – If you like talking shop, LinkedIn is the place to go. With a membership of over 25 million this is where professionals can share what and who they know. Here, work is king so you can join people who share your ambitions and goals. Check out the Chartered Institute of Marketing group.

My Space – Blogs, groups, photos, music…You name it and you’ll find it on My Space. Every day over 230,000 people use it. It’s still unique and definitely worth your time.

Friendster – A site that’s all about making the world a smaller place. It’s especially popular in Asia. Definitely the place to go for social connections, the vibe is still friendly.
City Socialising – If you want to localise your network, here’s one that’s geographically based. Suddenly, London is a little cosier for professionals in their 20s and 30s.

Joining a network is only the beginning.

Here are some terms that should help you on your way.

Blogosphere – All blogs or the blogging community.
Blogroll – A list of recommended blogs that appears on the right hand side of the blog.
RSS – Really Simple Syndication or web formats used to publish regular blog news feeds.
Post – An entry in a blog as well as a letter in an envelope!
Trackback – An alert system that allows a blogger to see where a response originates.
Twitter – A free microblogging platform created in 2005 that lets users send short (under 150 character) messages to a set of people networked on a specific feed. Great for disseminating news, the BBC is a convert.
Social Graph – A map of the relationships that one person has within a wider social network. Criteria such as profession, income, gender and age all apply and underpin many of the biggest social networking services.
Drupal – A popular open source content management tool for creating social networking sites, Drupal modules provide additional functionality especially for news feeds and user-based codes.
Podcasts, Vidcasts and Vlogs – A blog post that points to streaming media file rather than a webpage. The podcast is an audio file while vidcasts and vlogs appear in video formats.

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Women in Marketing 2009: Branding

Where great ideas shine

When it comes to inspiration and innovation, Women in Marketing 2009 is the event to watch. It takes place on March 11, 2009 from 6:30pm to 9:30pm at the new concept Swarovski Crystallized™ Store, London W1. This year’s theme is branding – and the location itself speaks volumes. The line-up of speakers includes Rita Clifton, Chairman of Interbrand discussing key trends in branding, and Julie Bridge from Merrill Lynch speaking on how to brand yourself effectively. And that’s just for starters. Brand sustainability and PR are also part of the mix.

If you only attend one event this year, make this the one. The venue is the latest addition to the Swarovski success story and the topic offers everyone a chance to look at important ideas in a new light. International Women’s day is March 8. What better way for members of The Chartered Institute of Marketing and their guests to celebrate excellence than by attending the Women in Marketing event on the 11th.

The event is organised by Ade Onilude, an active member of the Central London Team. From its start in 2004, her Women in Marketing series has tackled Work-Life Balance, The Creatives and Ethical Marketing. If past years are anything to go by, this will be a popular event, so book your tickets soon.

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London calling...

The Heathrow and West London Team need you!

Here’s your chance to get involved in building a team and making a difference. Whether you’re new to the marketing scene or an old hand, put your skills to work and have some fun, too. Just get in touch with Louise Elliot.

Left to right: Louise Elliott (Team Leader) and Maria Cenalmor with speaker Richard Groom from the Peterborough Copywriting Bureau and members Victoria Buckley, Christine Wilkinson and Janet Van Bochoven at the recent sell-out Copywriting workshop

Be a mentor

Become a mentor in our growing mentoring programme, and you’ll be able to put your expertise to work in a new way. Giving back not only makes you feel good, it provides new perspectives and introduces you to fresh challenges. It’s a commitment that’s flexible and will fit around your schedule. Our website gives you more details. Or take your question to phillpobrien@usa.net.

Michael hands over to Phil

philip prestonThe GLR bids a fond farewell to Michael Warne-whose support has made so many initiatives possible. At the same time, we extend a warm welcome to Phil Preston, our new Regional Director, East of England and Greater London.

Michael Warne is moving on to the post of Regional Director for the South East where he’ll also play an active role in supporting the Market Interest Groups. He leaves the London region in the capable hands of Phil Preston. Phil has enjoyed a successful career in marketing. His last role was Marketing Director with a leading regional media company. A Fellow of The Institute, he brings experience as a branch volunteer and as a member of a regional board to his new role. He looks forward to raising the profile of the organisation among members as well as the wider marketing and business community.

Inspiring London – brand new ideas?

museum of brandsThe Museum of Brands, Packaging and Advertising is a haven for all things marketing. Need inspiration for a product launch? Unhappy with a new design, but unsure about the re-brief? Make this your first stop. Right now, Sweet Sixties, a nostalgic journey for sugar addicts and Biscuit Bonanza, a backward look at the art of the biscuit label, are two exhibitions that will fight for your attention. Sometimes, the past can give you exactly the inspiration you need to move forward.

The Museum of Brands, Packaging and Advertising
2 Colville Mews, Lonsdale Road, Notting Hill, London W11 2AR
Tube: Notting Hill Gate
Open: 10am to 6pm Tuesday – Saturday, 11am to 5pm Sundays, Closed Mondays
Adults: £5.80

Start your Chartered Institute of Marketing studies for June 2009 early.

Begin your CIM Exam/Assignment studies early to reduce stress and improve your grades

If you’re a studying member, you’re probably waiting for results or taking a well-deserved break before your next course begins. In the mean time, why not find out what kind of learner you are. There’s a quick and easy diagnostic test the Student Support Group offers. It won’t take long and it can help you see new ways to make studying easier and more efficient.

Or to get study planning advice or help starting on an Assignment, you might want to book a personalised assignment-specific tutorial to help you get you on track, keep going and get finished. You’ll get direct access to an expert tutor who can view your work through the eyes of the CIM Examiner and help you progress in the right direction. Get more information on tutorials or call Caroline on 01784 463057.

KEY DATES FOR STUDYING MEMBERS
January New CIM courses begin
28 February December exam and assignment results posted
28 March CIM Revision Tips Teleconference – no travel hassle, just dial in and get exam revision tips and assignment advice. Look out for further details
3 April Closing date for receipt of postal entries to the June 2008 exams
9 April Closing date for completion of online entries to the June 2008 exams
25 April CIM Studying Members event, ideal for all CIM students taking CIM Exams or assignments - including first-timers, re-takers and everyone who wants to make more productive use of their precious study time. Prepare for success in your June 2009 exams/assignments
9 May Student Support Group Syllabus Revision workshops start. There’s a session for each CIM subject and level. Ideal for all CIM students especially self-studiers, distance learners, re-takers and anyone looking to start their revision early and spread the load
May Certificates issued to those who have completed and passed a CIM qualification in December 2008
1 - 5 June June exams take place
28 August June exam and assignment results posted

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March 2009 Prostate Cancer Awareness Month - Can new pants save lives?

The short answer is yes, they can. This March, the It Matters campaign kicks off and the goal is to get people talking about prostate cancer. And the messages couldn’t be clearer: prostate cancer is the most common cancer in men in the UK. 35,000 men are diagnosed every year and one man dies every hour.

To support the campaign why not get involved by asking your organisation to fundraise for The Prostate Cancer Charity. You can also visit your local Marks & Spencer store and buy a pin badge or trolley pound during Prostate Cancer Awareness Month. Plus this year M&S will donate 10% of the sales of their Autograph underwear products to The Prostate Cancer Charity for the first 2 weeks of March. So, if your undergarments have seen better days, here’s a chance to do something that’s good for you - and good for one of the best causes around.

To find out more, visit www.prostate-cancer.org.uk

To get involved, contact Dougal Hawes 0208 222 7645.

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ParalympicsGB - Just how many gold medals did the British team win?

After a second-place finish in the medal table at Beijing, ParalympicsGB is on a high. The team left with an amazing 42 gold medals and 102 in total. Impressive by any standard. The focus is now on Vancouver in 2010 and London in 2012.

www.paralympics.org.uk

If you’d like to play a part in Paralympics GB’s success, contact Jane.jones@paralympics.org.uk.

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