Finally some nice weather – lighter nights too. Makes me want to get out in the garden and cut the grass.

Actually, that's not true; I leave all that sort of stuff to my wife. No I’ve been too busy running round London attending various CIM events from the Meet with Drinks at the Old Nick in Holborn to The Pitch 2011.

Last week I was at the CIMCOM event on Social Media Research and three weeks earlier at the Finance Group’s What’s New in Marketing – three thought provoking presentations on Social Media, Social Marketing and Customer Insight. It struck me that the two speakers from the COI and dunnhumby (owned by Tesco) should collaborate on a Fit4Life project to segment the UK population by the nutritional value of the food they buy each week. They both smiled when I suggested it.

So there’s lot’s that’s new and lots of opportunity to integrate digital marketing with customer insight.

There’s also some mileage left in some of the tried and tested concepts (have you voted in our poll yet) as demonstrated by the winning team at The Pitch 2011 who opened their presentation with a SWOT and PESTLE analysis.

There’s hope for me yet.

Incidentally, I’ve just passed the CAM Diploma in Digital Marketing. Phew!

In last month's newsletter we launched the Centenary Poll, to find out which marketing tool of the past 100 years members think is the most valuable.

There has been plenty of discussion over the past few weeks about the poll, and as the results are live, we can see that the lead keeps changing as more and more people vote. At the time of writing, the 7P’s are currently pipping the Segmentation, Targeting and Positioning model to the post. So, if you don’t agree with the leader so far and haven’t voted yet, there’s still time – vote now!

Don’t forget to enter your email address, to be in with a chance of winning a copy of Professor Laurie Young’s new book, The Handbook of Marketing Techniques: Explanation, Analysis, Appropriateness and Application.

The results from The Pitch London 2011 are now in. This was one closely fought contest. Dragon’s Den – who needs it? Lord Alan Sugar move over! The Pitch London was the place to be for the determined marketers who took part in last month’s competition. The contest saw London marketers pitching their ideas in response to a ‘live’ brief from The Royal Mail, which had the aim of growing the use of direct mail by SMEs, targeting both ‘continuity seekers’ and ‘sophisticates’.

Images © BPP Business School for photography

’Nine teams competed for the title, and the winners were the team Born Before Chris. We’d like to congratulate Sean Duffy, Emma Ryan and Chris Morris from the BPP Business School who wowed the judges with their insightful campaign, ‘Direct Mail: It Makes Sense.’ They proposed using a sensory mailer, incorporating smell, taste, sound and touch.

“Some of the best direct mail campaigns utilise sensory elements”, said Mark Thomson, one of the judges of The Pitch and Royal Mail Media Director. “I have been very impressed by all the work the teams have put in and the quality of their presentations, it was difficult to pick three for the shortlist, never mind a winner.”

The Pitch London was held for the second year running, on 23 March, and each team pulled off ‘the pitch of their career’ at the BPP Business School.

The other two finalists were the MKT Rebels - Lucia Estevez, Monica Dominguez and Lara Velasco from the University of Westminster; and The Big B(r) and Theory - Alina O'Keeffe, Katrina Glazyrina and Rafael Antonio Nieves Gonzalez from London School of Business and Finance.

Jon Twomey from the Student Support Group, shares tips with London members who are studying for their exams and assignments.

When CIM Examiners grade your exams and assignments they use the following principles, adapted by CIM subject and study level of course. For more subject specific advice please read Senior Examiner reports on the CIM Learning Zone.

The Women in Marketing events aim to educate and inspire. After six years of annual events organised by Ade Onilude, last year saw the launch of the Women in Marketing Awards.

As they were so well received by over 130 marketers who attended, we’re looking for a repeat performance at this year’s Awards which will be on Thursday 3 November 2011 at the contemporary May Fair Hotel, London.

It’s a great opportunity for you to showcase your work to your peers in the region. Have a look at the Women in Marketing Awards website for a full list of categories and entry details.

Women in Marketing 2011: Diversity conference

The launch of this year’s Women in Marketing Awards was announced at the Women in Marketing 2011: Diversity conference.

Attendees learnt how marketers can build market share and brand loyalty through effective targeting and segmentation. Over 100 delegates and guests gathered at The Panoramic, the stunning London residence of Sir Paul Judge, President of the Chartered Institute of Marketing, London. Delegates listened to insights from Kate Robertson, Chair of Euro RSCG UK Group, Zena Martin, Managing Director of Acknowledge Communications, and Jane Silk, Marketing Director of Mature Marketing.co.uk.

Chaired by Gail Gallie, CEO of Fallon London, and sponsored by Kevin Allen Partners, Aquent and CIMCOM, the event was a huge success. Have a look at the gallery to get a feel for the event, and if you attended, try and spot yourself! And thank you to Samantha Jones for being the official photographer for the event.

Here’s what some of the delegates and speakers had to say about the event

“I was truly honoured to be a keynote speaker at this year's Women in Marketing Conference. To be amongst a group of such esteemed marketers in the magnificent, yet intimate, setting of Sir Paul Judge's home was an unforgettable experience.”
Zena Martin, Managing Director, Acknowledge Communications

“I feel so privileged to attend such amazingly fulfilling and purposeful conferences. It was like going to the best spa in the world – that’s the feeling we have when we leave – total stimulation and enlightenment.”   Winky Evans, JWT

Covent Garden based specialist marketing and design recruitment agency, Aquent,supported the Institute's Women in Marketing Conference this year. Here they share with you their latest article - Three key trends in marketing - what a pro must know.

The marketing professionals of 100 years ago would find today’s landscape virtually unrecognisable. The shifts we’ve seen just over the past 5–10 years have radically transformed the way we communicate. These days,that pace is vastly accelerated, presenting new opportunities to stretch our skill sets in new and unexpected ways. Today, there are three key trends bringing new creative talents to the forefront.

1. The convergence of search engine marketing and social media

Search engine optimisation is continually changing. Frequent changes to Google’s search algorithm, for example, are keeping marketers on their toes. The continual state of flux compels businesses to rely on SEO and SEM experts to consistently help generate online leads.

Moreover, people no longer just Google to find what they need. They seek advice through their Facebook and LinkedIn networks. They ‘crowdsource’ through Twitter. They peruse consumer ranking sites like Yelp. They check in on Foursquare. And they find deals through sites like Groupon. These shifts in online behaviour are enabling businesses of all sizes to drive traffic in new and different ways. Today’s marketers must know not only how to drive traffic to clients’ sites, but help them make optimum use of ever-changing social media channels.

The fact is, many companies today are itching to be the next great social media success story, and will look very favourably upon talent that has yielded impressive social media results for others. This is new ground for most companies, and they recognise that they need advice on developing social media, content strategies, and more. In fact, a mere 16% of companies say they feel they have the right people in place for their digital marketing needs. Marketers who master these skills are in very high demand.

2. Mobile marketing

Across regions, mobile browsing and application usage is growing in the range of 7–9% per year. A study conducted in 2010 showed that 36% of mobile-using Americans and 29% of Europeans browsed the mobile web in the three months ending December 2010. A growing number of businesses are seeking consultants who can help them develop mobile marketing campaigns. They want designers and developers to create mobile applications, advice from marketers on developing location-based marketing, QR codes, and more ideas to connect with mobile customers.

3. Integrated user experiences

User experience experts are being sought out like never before, as businesses look to improve cross-channel customer engagement. Navigating the vast array of mobile devices, platforms, and operating systems has made marketing delivery extremely complex. For example, pixel sizes on standard monitors used to dictate design specifications, yet mobile platforms have vastly different load times and limitations. A video may display flawlessly on a laptop or iPad, but experience jitter on an Android phone, for example. Likewise, some applications like Flash simply won’t run on devices like iPhones.

This confusing array of issues makes it difficult to ensure a consistent customer experience. Creative professionals can add significant value by delivering expertise in this area. By staying on top of these changes, they can advise clients on how best to reach customers across each channel.

What the future holds

The most successful marketing will be the ones who cultivate these new skills. In fact, to thrive in the field, it’s imperative to attain expertise in many of these areas, social media and SEM in particular. Today, businesses don’t distinguish between a traditional marcom hire and a social media maven. They expect them to be one in the same. From a recruiter’s point of view, these emerging skills are now a necessity.

For marketers, this means vast opportunities to grow into new emerging areas and capitalise on new business.

The Chartered Institute of Marketing centenary book – offer price £12.50

Written to celebrate the Institute’s centenary, The Marketing Century explains:

• How the key elements of marketing have developed
• How the various aspects of marketing contribute to performance
• What it is that great marketers do
• How the discipline of marketing may develop in the future. Watch the official trailer for the book and order your copy today.

New downloadable study podcasts

Do you need information on your exams and assignments? Are you new to The Chartered Institute of Marketing and want to know how to make the most of your membership? Are you interested in digital? Do you want all of this but no time to attend an event?

Then here’s the solution! New study podcasts are now available for you to download. They cover a range of topics to meet all your studying needs, which you can then listen to at any time. Provided by experienced tutors and CIM experts, each one comes with an accompanying fact sheet packed with hints and tips. And you can download as many as you want - they're completely free.

1. Life as a Chartered Marketer with Mark Batchelor

Covering the process of becoming chartered, how it’s helped one Chartered Marketer develop his consultancy career and why it’s of value. Questions cover the transition from employment to self employment, drawbacks of ‘going it alone’; hints and tips on getting CPD points; what marketing skills he’s learnt that are of most value to him.

2. How to get on in Marketing – Simon Basset, Head of EMR

This podcast covers getting a job, CV tips, career planning and personal branding.

3. How to stay motivated in your CIM studies – Polly Grant

Polly is a newly qualified student gives you her inspiration on being a CIM student. She covers positive outcomes of achieving her PG Dip in Marketing, the challenges she had to overcome in studying, details about her work/life balance and top tips to stay the course.

Meet the Croydon and South London team

Did you know…?

Members of The Chartered Institute of Marketing run regional committees as volunteers which run events and networking opportunities for members. It all adds value to your membership.

This month, we focus on the Croydon and South London team, headed up by Mope Giwa. They’re an interesting group of people, so let’s see what they’re all about.

Mope Giwa, Chair “Mope, tell us about your role and career plans for the future” I first joined the team as a co-ordinator three years ago and I’m now the team leader for Croydon and South London. I’m currently working towards Chartered Marketer status as I’m committed to the ethos of lifelong learning. In my role, I look forward to attending the events and workshops the Institute provides, not to mention all the networking opportunities that broaden my horizons. As a Product/Brand Manager for an SME Pharmaceutical company, I predict that the Institute will continue to play a key role in my professional progress.
John Tooze, President “Hi John, briefly describe yourself to our members” I’m a hard bitten salesman who decided to learn more about the science of marketing by way of joining and developing through The Chartered Institute of Marketing. I’m always ready to talk, and offer help and advice as far as I may. If I can’t help, I will know someone who can!
Edward Andrews, Deputy Chairman “Edward, tell us about your qualifications, experience and interests” Having spent over seventeen years working for a merchant bank in the City of London, I set up my own internet marketing business in 2004, having purchased a franchise with WSI. My most recent marketing qualification is a WSI Advanced Marketing Certification for 2010-2011. I became a member of the Croydon and South London team in July 2004. Outside of work I enjoy playing golf and league cricket. I am married with one daughter.

Meet with drinks - get involved and discover networking tips

Do you enjoy unwinding after work with a glass of wine, a beer or something non-alcoholic but refreshing? Do you like to meet new people? Do you want to look for fresh opportunities and to mix with like minded marketers? Then Meet with Drinks is the group for you.

Network in London every month

Most events only let you get to know people at the breaks or during registration. Meet with Drinks is different. It’s an opportunity to meet other professional marketers in a more relaxed setting of a bar or pub, where you can network freely, or just discuss the latest developments in the industry.

Once a month, there’s a Meet with Drinks network in different areas of the city, so whether you’re based in Central, West or South London, there’s an event on your doorstep.

More from the East London team

During February the newly formed team for East London met for the first time at the University of East London (UEL), the new home for the soon-to-be East London team.

Members of the UEL, volunteers and members of the Greater London Region (GLR) Board attended the meeting – a fantastic total of 16 enthusiastic marketers ready to brainstorm ideas to start building the East London branch!

The meeting was a great opportunity to meet the team face to face, understand more about everyone’s backgrounds, what they do and where they come from to learn about their strengths and how these can be best used.

The purpose of the meeting was to start a plan on the activities that we would like to develop at the same time we ensure to follow the direction of the GLR board.

Regional Director, Phil Preston, gave a summary on what GLR priorities are and how East London region will be working with the other branches. And Regional Chair, Mocky Khan, gave his views on the importance of getting involved with CIM, as this is a great opportunity to engage with other marketers, help drive the CIM agenda and contribute to define the content of the events we organise for other marketers.

Maria Cenalmor, East London branch chair, drove the discussion on what events the team will organise. With the Olympic Games just around the corner and East London being their home, it seemed like an obvious decision to focus on organising an event with the topic around the Olympic Games. At the moment the team is working on defining the content. Stay tuned as this promise to be a great event!

London’s Malika Joaille from Sleek International wins £250 discount in Student Support Group prize

Congratulations to Malika Joaille, Marketing Executive of Sleek International Ltd who won last month’s prize and received a £250 discount voucher to put towards the CAM Digital Marketing Planning, as offered by the Student Support Group.

As a high fashion brand with a distinct ‘London look n' feel’, Sleek offers an extensive range of quality hair, supplied as wigs, braids, wefts and hair pieces. It sounds like an exciting product to market!

East of England Summer marketing conference – 9 June

It’s not too many miles away from the big smoke of London, so you might be interested in going to the East of England Summer marketing conference.

At this year's conference you’ll examine the social, technological, economic and political (STEP) trends you need to know about to make your marketing compete effectively.

Social Media Results conference – from engagement to ROI – save £150

A one-day social media conference and networking event 14 June 2011, Central London PLUS 2 separately-bookable pre-conference half day master classes, June 13 2011.

Join 20 brands including Procter & Gamble, Barclaycard, Nokia, Virgin Atlantic Airways Ltd, MTV, Mothercare, Lonely Planet, American Airlines, Kodak Ltd, Comic Relief, Vue Entertainment, Cisco Europe, Monster UK & Ireland, Lush Cosmetics, Metro and Phones 4u. London CIM members receive £150 discount. Just quote 'CIM' under 'ID Code' online to receive your discount.

They will reveal their social media strategies to create real value for their business with measurable, tried and tested techniques to turn social media engagement into ROI. Find out how these brands demonstrate real results from social media by driving the customer journey with consistently genuine interaction and fully integrated, targeted social media campaigns: www.socialmediaresultsconference.com

Think 2011 PR event on 12 May – free place up for grabs

Think 2011 is a day of inspiration, insight, ideas and iconoclasm, featuring the UK PR industry’s most celebrated thought leaders, as chosen by their peers.

The conference takes place at the prestigious British Library, London on Thursday 12 May and CIM members are eligible for a specially discounted rate of £195 + vat – saving you £55. Full details of the conference.

One free place up for grabs

Father's Day - 'Do it for Dad' and the Prostate Cancer Charity

Last year was the centenary of Father's Day but with 100 men being diagnosed with prostate cancer every day, Father’s Day is the day we can all do something to protect our dads from prostate cancer.

For families affected by prostate cancer, Father’s Day can be particularly significant. The Prostate Cancer Charity seek to raise awareness of prostate cancer throughout the year but during this special time they encourage families and friends to get together and talk to their dad’s about their health and give them support.

Father’s Day is a wonderful opportunity and great motivation to raise awareness of prostate cancer and protect the men in your life. At the request of many of their supporters, the charity set up Moments to Celebrate Funds and for those who have lost a father to prostate cancer, Moments to Remember Tribute Funds. Funds like these give their supporters the chance to honour a loved one in a very personal and memorable way. If you'd like to set up a fund please email supportcare@prostate-cancer.org.uk

They hope that Father’s Day can inspire London members to ‘do it for dad’ and support the Charity by organising a walk or a barbeque. Or if you’re up for something more adventurous, skydive for dad!  So come on London, Do it for Dad this Father's Day, and support The Prostate Cancer Charity to help dads everywhere. Visit www.doitfordad.org.uk for more information.

Check out for more details. www.prostate-cancer.org.uk

White City’s Media Trust – be inspired!

Through Media Trust’s Community Voices project, and supported by the Department of Communities and Local Government, they have supported, inspired and resourced communities across the country to use digital media to get their voices heard and address their issues of isolation and disadvantage. It has given them a chance to develop their own digital media projects that make a meaningful difference to their lives and to their communities.

Coming towards the end of its two year run, the Community Voices team re-launched its Inspiring Voices Awards scheme, aimed at celebrating and encouraging the varied and inspiring ways in which communities are empowering themselves through the use of digital media.

Past winners have benefited from the award fund, being able to use digital media in new and positive ways to create innovative and inspiring projects and in doing so, raising awareness for their cause and making their communities feel more engaged within society. The winning projects have included a website developed to connect hospital patients to their friends and family; a radio station giving people with learning disabilities a voice over the airwaves and an animation developed by people with mental health difficulties.

A winning team and founders of London based NetBuddy

Media Trust’s Director of Marketing and Communications Services, Gavin Sheppard, said, “It is really exciting to see the wealth of digital media work going on in so many communities. The Inspiring Voices Awards' help to highlight that excellence as well as providing them with the means to further grow their work and inspire other communities to find their voice and make it heard.”

To find out how you could put your practical skills to good use to help communities like these and many others like them with their marketing and communications projects email volunteering@mediatrust.org or find out more online www.mediatrust.org/give-support

For more information on the winners and other communities supported by Media Trust, please visit our website.

Do you have the skills to help any of these projects? Find out more today.

500 days to go to the London 2012 Paralympic Games

In just 500 days time London will have finished celebrating the Olympic Games, but the party won’t be over as the second biggest multi-sport event on the planet heads to town: the London 2012 Paralympic Games. The Games will see almost 4,200 athletes battle it out across 20 sports in 15 different venues. Paralympic tickets go on sale in September 2011, but you can get involved now by supporting ParalympicsGB, the charity responsible for preparing the British team that will compete at this sporting extravaganza.

ParalympicsGB are working hard to ensure they make the most of the home Games and the increased attention on Paralympic sport to change perceptions towards disability and get more young disabled people involved in sport. They’re asking London marketers for their help with fundraising to realise their ambition. ParalympicsGB have places in a number of fun runs and events available throughout 2011, so please contact zoe.griffiths@paralympics.org.uk for more information. And if you’re inspired by London 2012, why not try the Gold Challenge to experience the Paralympic and Olympic sports first hand, while raising money for ParalympicsGB.