Congratulations to London’s Lucinda Highley, Director of Fitch Ratings in Canary Wharf, and Bhairavi Tarkas, a Consultant for Thames Education, who won a pair of Polaroid sunglasses in the prize draw in the July issue of the GLR eNews. Let’s hope the sun stays out for you to enjoy them!

Its official – the Segmentation, Targeting and Positioning model wins the Institute’s national centenary poll with over 23% of voters choosing this as the marketing model that’s the most valuable to today’s marketers.

Coming in a close second place, the 7Ps marketing mix model was narrowly pipped to the post with 22% of the vote, followed by PR Smith’s SOSTAC® marketing planning model which came in third position with 17%. 

Hundreds of marketers across the country have been voting to determine which marketing model from the past 100 years they find the most valuable today. The national Poll was part of the Institute’s celebrations and events to mark its Centenary year, so it was great to see so many London and national marketers casting their vote.

The Segmentation, Targeting and Positioning is a three stage process which involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. And with a nod from Microsoft’s Allister Frost in YouTube video featured to promote this campaign, the model is in good company amongst those who think it’s a useful tool for marketing planning.

Prize winner
Those who voted could enter the prize draw to win a copy of Professor Laurie Young’s Handbook of Marketing Techniques. The winner is Samantha Tonge, Strategic Marketing Leader at SKF (U.K.) Limited, who will be one of the first to receive this book which looks at marketing models and their usefulness in a world of marketing change.

Steve Revill

With all the doom and gloom that surrounds us at the moment, I was delighted to see that the Federation of Small Businesses has launched a “Good news” section on it’s website:

http://www.fsb.org.uk/default.aspx?id=34&loc=pressroom

Watch this blog for further news about how we’ll be working with the FSB in Greater London Region.