for students – Mark your calendars now!
Tips Teleconference – just dial in and get exam revision
guidance and assignment advice
date for receipt of postal entries to the June 2008 exams|
||Closing date for completion
of online entries to the June 2008 exams |
Members event, ideal for those taking exams or assignments|
||Student Support Group Syllabus
Revision workshops begin. Ideal for self-studiers, distance learners,
re-takers and anyone preparing for success|
issued to those who have completed and passed a Chartered Institute
of Marketing qualification in December 2008|
|1 - 5 June
||June exams take place|
exam and assignment results posted|
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Nine top tips for writing a better
almost as many types of blogs as there are bloggers. Some are
focused on personal interests; others are concerned with the latest
trends – whether those are in digital
marketing, the financial
arena or shoe
styles. Blogs connected to websites give businesses a forum
to discuss new ideas or debate changes. Hewlett Packard offers
its customers a wide range of resources and support at their blog.
Blogs that get the most traffic are listed on Technorati.
But there’s one thing all successful blogs have in common
– writing that engages and informs a targeted audience.
So here are seven tips to get your own blog rolling. And, if you
want to try out some new ideas, or respond to the opinions of
others, the GLR now has its own blog, so join
some time on design
simple, you can find software and designs that work. Pictures
can make a difference and thumbnails of contributors are
a good idea.
Think inverted pyramid
Start by making your
point and mentioning your most important ideas. Use you
body copy to fill in the details.
Use a headline that summarises your main idea
Don’t be canny,
coy or cute. Your headline functions as micro content and
should work as a stand alone or in an RSS reader.
Use the first person
Blogs work because
they’re personal and authentic. Using ‘I’
is more direct, simpler and more personal. Many bloggers
post a bio and a photo so visitors feel they know them.
Stick to your subject
If you’re writing
a business blog, don’t suddenly switch to movies,
family issues or music. Your visitors have expectations
of what they’ll find and going off on a tangent will
ensure they don’t come back.
At least once a week
if not more. New content keeps visitors engaged and encourages
search engines to crawl your site.
The first link is the most important
Most people click
on the first link, so it should be the main one for your
Brevity is key
Try to keep your
posts short – less than 300 words. And break up your
ideas with bullet points.
Blogs are written
quickly and read in the same way. So don’t waste time
on long and complicated sentences.
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Duke talks Twitter, tweets and customer relations
Twitter is a microblogging platform that allows users to
send short messages (tweets) to people who share their network.
Marc, why do you
use it to find out what key influencers think. I work with people
who express their opinions on vendors and other issues using short,
sharp tweets. One person I track has 4,000 twitter followers.
His business model is completely digital. He’s also well-known
blogger. At a recent event, he twittered regularly and all his
followers knew what he was thinking in an instant. I got into
a conversation with him about one of his earlier tweets. He asked
me to send the tweet back to him so he could use it as the starting
point for a new blog. And that’s exactly what happened.
A short idea turned into a longer opinion piece with a potentially
new and different audience. Twitter is a useful tool for sharing
ideas or information, and one people are definitely engaging in.
It’s also a tool that can connect to other applications,
other tools are important?
whole marketing landscape is changing, and new tools are introduced
all the time. People talk about Facebook or blogs and they quote
some impressive numbers and statistics. But the real question
is - How do we make the most of them? I think it’s a matter
of integration. Some clients may want emails. Others prefer to
be contacted through a social network that they use regularly.
Generation Y, for example, is completely conversant with social
media and they don’t particularly want to be emailed. For
them, it’s faster and more efficient to communicate through
a different tool. Social networks also create trust. I know people
find jobs through their Linked-In networks. After all, if the
candidate shares your community, you may feel more comfortable
or even positive about meeting them. A personal recommendation
from someone you know carries weight. iPhones and Blackberries
are becoming increasingly popular. They give people access to
a range of applications and networks – connected to both
work and private life. You can easily visit Facebook from your
mobile. The key is finding the best way to build relationships
with all your different customers.”
What do you see as the outcome of these new
“Better customer relationships. We shouldn’t
get too hung up on tools and instead just learn to use them. There’s
no short-cut to good relationships, you need to invest in them.
Twitter can tell you if people don’t like your products,
and so can a company blog. Knowing what your customers think can
give your business a genuine advantage – and that’s
especially important in the current climate.”
graduated from Imperial College with a degree in Chemistry with
Management. He’s a Chartered Marketer with a Chartered Institute
of Marketing Postgraduate Diploma in Marketing and an Advanced
Certificate in Marketing; he speaks French and Hebrew fluently.
With more than nine years marketing experience working both in-house
and with agencies, he has developed and implemented strategy;
organised events and devised evaluation models for UK, European
and Global campaigns. He’s now a marketing consultant helping
technology firms improve their marketing. Outside of work he enjoys
singing and voluntary work. Visit his blog.
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Fight the recession with the right
down? Advertising that worked a year ago may not be so successful
right now. Developing a message that’s relevant and meaningful
is the first step to engaging consumers. What do they want? Have
their ideas or values changed? What are they looking for now?
Consumers are still spending money, but companies have to work
harder to make sure their offering and their message is right
for the changing economy. Communicating value is the key. Here
are five proven approaches.
Faster. So much of advertising is built on comparisons.
And, when money is tight this is a direct way of gaining
share. If you can prove you’re selling the same product
for less money, people are sure to listen. ASDA, Tesco,
and Boots are in this arena with strong, copy led ads that
point directly to prices. An ideal approach for business-to-business.
Taking a new position
Introducing a new category helps people see products in
a new light. On the one hand, a premium product can offer
quality for a new low price. On the other hand, a product
at the value end can make the jump to quality. M&S is
showing us budget-friendly quality and Aldi is showing us
premium quality for a better price. Both will help keep
A change of scene
Comfort. Home isn’t just where the heart is, it’s
where we want to go when times are uncertain. By showing
customers that the benefits of a product are connected to
the comforts of home, consumers may be inclined to buy.
If products that were previously just for you are now for
the whole family, will they gain appeal? Just look to Ikea’s
home-focused advertising for an answer.
Wholesome. Sometimes, it’s reassuring to look to the
past. After all, it really wasn’t so bad…you
knew your neighbours and people were a lot friendlier. Hovis
is probably the best example of a brand that understands
the hold history can have on people. For a business with
a solid history this approach could be effective.
Keep it simple
Understandable. It’s easier to respond to a clear
message than to one with too many buttons and bows. Kellogg’s
latest 10p per bowl ad is a great example of how effectively
a single statement works. Mobile phones are also definitely
using this sell and so are a host of other organisations.
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Case study: Bausch & Lomb – how social links build careers
Social networking isn’t
just a tool for people who share interests or hobbies, and it
isn’t simply another way to send messages or spread information.
Businesses can create networks to strengthen their internal communications
– and share information that would improve relationships
among their teams. A network can be a tool that unites a business
Harris is a Sales & Marketing Coordinator at Bausch &
Lomb, one of the world’s leading eye care companies. She
describes how a new internal portal improves communication –
and makes her busy schedule a little easier to manage. It’s
helped her and her colleagues to find new and better ways to contribute
to the success of Bausch and Lomb.
internal portal was implemented roughly three months ago and has
proven to be an invaluable tool for all roles. My input is largely
on our marketing promotions. It’s important that Sales and
Customer Service Teams know exactly what is happening. We are
already witnessing the benefits in our Customer Service Department,
with improved communication and interaction between Customer Services,
Management and Marketing.
The portal provides a central
source of information, from product details to online training.
Marketing materials, such as clinical information, product promotions
and POS are posted on the site. The site is constantly updated;
people using it know that it is the
latest information - ideal for employees working in a fast-moving
into one central location helps people to feel like they’re
part of a wider community, and having the knowledge available
allows employees to be more confident when talking to customers.
One manager already uses a magazine format to communicate with
the team, and there are plenty of improvements planned for the
future, as the portal is developed.
A discussion board is available
for employees to post ideas and questions. This really helps people
to share ideas and learn from one another. It’s made a difference
to my job; I have found that I’m no longer re-sending e-mails
out the team, or find myself tracking back through long e-mail
trails to find information. In that respect, it has helped me
and the team to be far more efficient, cutting down on interruptions
and duplication of work.
Being an intranet site,
it also links to other internal websites (including the Bausch
& Lomb University) – and ultimately links us to the
US website ‘Eyeway’ – led me to the Innovation
Place. This is open to all Bausch & Lomb employees.
Employees can post ideas
or make suggestions to improve our products and processes. Last
July, I put forward my own suggestion to improve the way we label
our products. It turned out to be a good idea as it was very relevant
to our compliance messaging.
I’ve now been given
the responsibility to work with the development team in the US
and local Market Research teams to conduct research to test the
market, before going to the next phase of production. It’s
been a great opportunity for me personally, as it’s allowed
me to put into practice the theory I have learnt from The Chartered
Institute of Marketing Professional Diploma.”
A better business
By giving people a new way to communicate, Bausch
& Lomb encourages individual employees and their teams to
share information and ideas. When people know and understand the
business they work for, they’re in a much stronger position
to contribute to the business, such as helping to refine processes.
Christine is currently
Sales & Marketing Coordinator at Bausch & Lomb. She’s
the bridge that links Customer Service, Marketing and Sales. It’s
a challenging role that sees her schedule and manage weekly meetings
to discuss marketing initiatives with representatives from the
Customer Service and Sales Teams. If there’s new material
or literature, she’s there to make sure people have access
to the information they need. A combination of creativity and
tenacity keep her moving forward. Previously, Christine worked
in Customer Services, supporting Key Accounts. When she’s
not busy with Bausch & Lomb’s latest project, she’s
studying for her Diploma in Marketing from The Chartered Institute
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light on: MediaTrust
in London, MediaTrust is the GLR’s newest charity partner.
Its aim is to harness the skills and resources of the media industry
to help charities and voluntary organisations. Media matching
is one of the organisation’s core programmes. Using an online
system, a charity can put in requests for anything from a press
release to a strategic marketing plan. They are then matched with
a volunteer adviser ready to supply a solution. MediaTrust also
organises speedmatching events that bring together ten or twelve
charities and an equal number of advisers. Like their speed dating
counterparts, every charity gets five minutes with each adviser.
At the end, they’re welcome to get in touch with their favourite
Being an adviser doesn’t
have to be taxing. It’s something that’s flexible
and easy to fit around your other commitments. Help out once a
year, or take on a longer project that requires several meetings.
MediaTrust also offers training that encourages charities to develop
new skills and resources. All it takes is a few hours of sharing
your expertise. Working with a charity makes a great addition
to your CV, and gives you a chance to make a difference where
change is needed most. Find
get involved as an adviser, please contact Felicity Lambert on 020
7217 3771. Or email firstname.lastname@example.org.
study: Guardian exec helps London youth
At a recent speedmatching
event, Hannah Diddams, Digital Agency Sales Executive at the Guardian,
met her match. The lucky organisation was Envision, a charity
supporting16-19 year olds in developing community projects that
tackle issues ranging from street crime to climate change.
Hannah only needed to spend a few hours with Envision,
but it made a big difference. Hannah explains; “Talia from
Envision met me for coffee shortly after the speedmatching event.
We discussed the ways I could help Envision and the challenges
facing the medium-sized charity determined to continue growing.”
After the first meeting, Hannah attended one of Envision’s
events and the rest was done via telephone and e-mail.
Sharing knowledge and contacts was the key to this
match. “The match worked because we needed Hannah’s
expertise. She’s so personable and genuine. We got on well
straight away”, says Talia.
Hannah comments, “My marketing degree and
background as a Business Development Manager for a not-for-profit
youth media organisation combined with my media experience meant
I could advise Envision on strategies for the future. My focus
was on building an improved profile through communications and
finding additional funding”.
The charity used Hannah’s suggestions and
made changes to their event strategy: “I acted on Hannah’s
advice and included additional stakeholders at a recent event,
it worked beautifully,” enthuses Talia.
Hannah is keen to continue her work with Envision.
She comments, “I hadn't realised how much of a difference
our meeting made. This has been a great experience and I’m
even more committed to working with Talia and the team this year."
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an easter hamper full of chocolate
and spring go together like Easter and bonnets, chicks and eggs,
bunnies and ... Anyway, to celebrate the season, we’re giving
away not one but two lovely baskets of chocolate. The first is
a classic combination of Cadbury’s finest and the second
is from Green and Black, a company famous for bringing us the
best in organic.
To enter the prize draw, all you need to do is
fill in a very brief questionnaire by 31
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the British 10k in London for Paralympics UK
July will be here before
you know it. If you’re already in training or getting ready
to start, a 10k run could be the challenge you’re looking
for. So mark you calendar for Sunday, July 12, and get out in
the spring sunshine and start running.
Ganellin, Chartered Marketer and long-time GLR member has
already committed to the race. Follow his story on the GLR
Blog. Even better sponsor him by visiting the bmycharity
summit new with the Prostate Cancer Charity
The Prostate Cancer Charity
isn’t afraid of a little challenge. Or a big one, for that
matter. This summer, they’re planning not one but two climbing
trips to raise funds for their projects. Both are great opportunities
to enjoy the outdoors and do something that will help thousands.
Ben Nevis Trek, May
At 4406 feet (1343 metres)
Ben Nevis is Scotland’s highest peak and a must for anyone
with a sense of adventure. This weekend promises to be one you’ll
never forget. All you need to do is pay a £50 deposit and
raise at least £375. In return, you’ll have accommodation
for two nights, food and experienced guides to take you safely
up the mountain.
Peaks Challenge July 10-12
is for people ready to take on even more of a challenge: the highest
mountains of Scotland, England and Wales. You’ll start by
scaling Ben Nevis, continue on to England’s Scafell Pike
and end at Mount Snowdon in Wales. To make a start, all you have
to do is pay a £50 deposit and raise at least £585.
Your accommodation, transportation, food and guides are all included.
you’d like to take part, contact Gemma Cornwell on
0208 222 7630 or Pauline Angus on 0208 222 7134. You can
also email email@example.com.
some time to the MediaTrust
Our newest charity partner
gives GLR members the chance to help charities overcome their
marketing challenges. It’s a great way to make a difference
and it could give your CV just the boost it needs. Have a look
at their profile and a recent success
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GLR Members for the West London Team!
you’re part of a great team, you can achieve even
West London and Heathrow Branch of the GLR has exciting
plans for the future. To make those plans a reality, the
team now needs volunteers whose energy and enthusiasm
will succeed in bringing like-minded professionals together.
with this kind of potential don’t come along every
day. Join us and you’ll be involved in delivering
and hosting a wide range of exciting events. Even better,
you’ll be in a position to meet some of the most
dynamic people in marketing. So, if you’re looking
for a better way to build your own professional network,
you’ve just found it.
Interested? We hope so. To
find out more, please contact Louise Elliott, West London
and Heathrow Team Leader, at firstname.lastname@example.org.
you’re looking for a new way to get involved with the GLR,
consider becoming a mentor. Our free mentoring service matches
people who need guidance with professionals who have the experience
to give it. Mentors don’t need formal qualifications, but
most have around ten years experience or more. If you’ve
been awarded Chartered Marketer status, so much the better.
can claim up to 21 CPD hours for a year of mentoring. There’s
no exacting schedules and you can meet in person or work over
the phone. An hour a month or whenever you’re needed, it’s
up to you.
right down inside the train
Have something to say about
the Circle Line? Need to let off steam about the general want
of good manners? There’s a site that will let you get every
transport related moan, groan or suggestion off your chest. It’s
a little corner of London in cyberspace called Together
From Beijing to Blighty
The Olympics and Paralympics are hot topics among
marketers in London. How much will they cost? Who will profit?
Find out on the official
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your eyes only – info for studying members
exam terminology work for you.
all done it - answered the exam question we thought was being
asked. No matter how much you know or how well you have studied,
if you overlook the language used in a question, you can waste
time going off on a tangent. Or worse, simply not answer the question
at all. Here are words you’ll want to watch especially when
you’re taking a diagnostic
One of these can help
you understand what you’ve achieved and where you need to
focus in the future.
- explain then conclude and finally recommend
- keep it short and concise
- stick to the differences, advantages, disadvantages; then
conclude and make recommendations
- provide the accepted theory or model and discuss positive
and negative; offer evidence and examples
- do so with details
- give arguments for and against, examine implications and
deliver a conclusion
- appraise, weigh up, determine the usefulness
- give the exact reasons something has happened
- clarify by giving explicit examples
- provide the overall structure without investing in detail
- demonstrate connections, show similarities and how they
could have an impact on each other
- Offer a brief account of the main points without details
forget to sign up for How
to pass your qualifications, 25 April 2009, London Metropolitan
Tips Teleconference – just dial in and get
exam revision guidance and assignment advice. To reserve your
place, call Caroline on 01784 463 057 by the end of Thursday,
26 March. She’ll give you a phone number and PIN to use
for log in. The conference begins promptly at 10:00 am and at
10:02 further entries will be blocked. The hour-long session is
designed to help you pass your Chartered Institute of Marketing
qualifications with the least amount of stress and the best possible
results. From looking at common mistakes to understanding the
latest changes to the syllabus, this could be just the push you
need to organise your study schedule.
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