Commenting on the findings or the latest Marketing Trends Survey (Spring 2009), Philip Preston, The Institute’s Regional Director for the Greater London Region said, “Despite fears over the economy and job prospects for the rest of 2009, it is clear that we are turning a corner in marketers’ confidence about the future. Marketers in London and the South of England are clearly anticipating tough times ahead, but at least they can now see the light at the end of the tunnel. The recession is creating lots of new opportunities as customers search for better value, and it will be those professional marketers who remain positive and seek new opportunities out who will see the benefits when the recovery comes.”

The Trends Survey also reveals that many marketers in London and the South of England believe the worst of the recession is over, although the rest of 2009 will remain extremely challenging.

The survey, completed for The Institute by Ipsos MORI, reveals that the number of marketers in the region who believe the UK economy will worsen in the next 12 months has halved to 35 per cent (down from 71 per cent in the Autumn 2008 survey). Likewise, those believing the UK economy will improve in the next 12 months has risen sharply to 25 per cent – up considerably on the 11 per cent who thought so last time.

Job concerns

Such pessimism is reflected in the anticipated sales performance of those in the region, which stands at an all-time low of 1 per cent growth, down from 3.1 per cent in the Autumn 2008 survey, and well down on the anticipated 6.1 per cent sales growth forecast just a year ago. Marketers in London and the South of England are also concerned about their employment prospects, with around a third (34 per cent) worried about losing their job in the next 12 months.

Optimistic, but realistic

When questioned about the prospects for their own organisation in the year ahead, marketers in the region are increasingly bullish, with a third (33 per cent) believing business for their own organisation will improve in the year ahead (up from 24 per cent in the Autumn 2008 survey). Despite such positive sentiments, marketers remain gloomy about the prospects for the economy for the rest of 2009, with three quarters (75 per cent) of those marketers in London and the South of England who were surveyed saying they did not think the UK economy would pull out of recession in 2009.

Marketers understand challenges. After all, their roles are full of them. But planning and executing an integrated marketing campaign can present hurdles that even the most experienced marketer finds daunting. Here’s a look at the areas that present the biggest challenges – and how you can plan to overcome them.

Why do you think personal communication is so important to a career?

“The most important thing you can bring to a job is flexibility. Every role has core skills like problem solving, communicating and working in a team. Whatever you do and wherever you go that just doesn’t change. Very often, success is about the ability to integrate – you have to be aware of the people around you and how you are in dealing with them. Tuning into them is important and helps you see what they’re getting from different situations.”

Where do you think marketing runs into problems with communication?

“As marketers our remit is to find out what customers want, and then give them what they want in the time and place they want it. But often, we don’t research the marketplace or really listen to what customers have to say. We end up giving them what we want. That’s at the business level. At the personal communication level, we’re sometimes too self concerned. I speak from personal experience. The most important skill we need to bring to our jobs is understanding. For many people, communication seems quite natural. And that’s great. Sometimes, Neuro Linguistic Programming (NLP) can really help. It’s a way of formalising your communication habits and turning them into a series of strategies you can employ. Instead of talking we need to understand what other people want and not get bogged down with what we want to say.”

Is it about reaching people who have different mindsets?

“I think so. Marketing offers so many instances of this. For example, when you talk to creative directors or designers, they immediately think of marketing in terms of a website, brochure or things they can create. A marketing consultant considers strategy and wants to discuss research. People can actually be talking about the same things and think they’re not. I heard someone refer to this as violently agreeing. We can get into these situations because we have something to say and that can stop us from hearing. People talk at different levels and words can mean entirely different things.”

How can we deal with different frames of reference?

“First, we have to acknowledge that we all have different frames of reference based on our experiences. If we can learn about someone else’s experiences and insights, then we can get the most out of them and out of our relationship with them. We’re not just defined by our job titles, we’re also the skills we bring to those jobs. For example, a trainee producer with a background in television and script writing can move into a role that involves writing and editing proposals. The ability to evaluate and work intelligently with materials is the key. You can market yourself differently and show people what you actually bring to the table. In a job interview, you can let prospective employers know what you’re about and find out what values and ideas drive that business. If you can demonstrate that you’re thoughtful and proactive, you’ll find situations that take you forward.”

Catherine Towns, Director at CIB Communications and active member in the London region takes us through one of her recent success stories.

Innovation gets a niche product off to a good start. But it’s strong planning, marketing savvy and good relationships that ensure its long-term success. The BladeRunner came about because of a gap in the market. A tool specifically designed for cutting drywall (plasterboard) simply didn’t exist. Builders generally just used a knife to score either side of the sheet. Of course, the process involved safety risks and wasn’t particularly fast or efficient. So Gyproc Tools, part of Artex Ltd worked with a Product Engineer to develop a new tool – one that was safer, faster and more accurate than using a knife. It wasn’t an easy brief. There were three essential concepts that guided the product’s design:

• A magnetic loop that would score both sides of the plasterboard in unison. Accurate alignment was essential, and there was no room for dragging.
• The magnets couldn’t attract other tools. The product had to sit in a tool box and come in contact with other metal objects.
• The blades had to be concealed to make the product safe.

Getting underway

For CIB, this was where the challenge started last August. “Once Gyproc Tools had created this innovative product, we worked closely with them to build the entire marketing campaign,” says Catherine. “Our teams developed the logo, strapline, distinctive colouring, packaging and point-of-sale material. We also created all the marketing communications surrounding the launch. Since we’re a full service agency, our media buyers also got involved and so did our press relations team. We were targeting both retailers and end users, so we used three builders merchants publications and the leading magazine for builders to reach our audience. A series of ads were used to convey distinct messages on consecutive pages in the same publications to highlight the way the tool cuts both sides of the plasterboard simultaneously.”

Gyproc Tools launched the product at an event for builders merchant customers and press, featuring a product trailer video as well as a hands-on practical demonstration. The launch was held in Soho, and screened the Ridley Scott’s BladeRunner: The Directors Cut to round off the day.

Reaching consumers

Keeping a message alive is important. Catherine says, “Gyproc Tools enjoyed a great deal of press coverage and we also ran an advertising campaign that created interest in the building press. One of our most successful initiatives was an eight-month competition featured in Professional Builder that asked builders, “why are you a cut above the rest?” The best answer won a van with BladeRunner livery that had been used to take BladeRunner across the UK on a product demonstration tour. This was great way of focusing on the strap line, A cut above the rest. The building trade can be change averse, but by using editorial platforms in key publications, we could engage with our audience more directly and over the longer term. All three major publications in the industry, Professional Builder, Professional Builders Merchant and Professional Housebuilder & Property Developer are currently running regular columns ‘brought to you by BladeRunner’. Each use a slightly different message to target their audience.

Sales force

According to Catherine, “The sales force worked hard to engage the merchants and many were encouraged to do in-store demos to show builders how easy the product was to use. A video was also produced on the dedicated website that demonstrates the advantages of BladeRunner – including how it saves time. The sales teams were busy covering ground while we worked closely with Artex’s in-house marketing team to roll out the different elements of the campaign. The results were exciting, to say the least. Gyproc Tools successfully sold-in 8,500 tools to UK stockists within the first month. The campaign in Professional Builder generated 1,265 sales leads. In the first three months the website had 7,600 unique visits and generated 400 sales leads. In 2008 UK sales exceeded forecasts by 320%.

No time to rest

But success doesn’t mean you can just stop trying. When Artex decided to launch the BladeRunner internationally, CIB also supported the roll-out across twenty markets including Europe, the USA and Canada. In the UK, CIB’s remit is now to develop the relationships created with the press campaigns. “It’s not a matter of just getting your message out there. You’ve got to look for new ways to extend that communication and keep your product in front of people,” concludes Catherine.

Now’s your chance to win a case that will take you from a breakfast meeting to the office and home in style

Samsonite is a brand that understands the balance between luxury and design. And Aim international, specialists in promotional merchandise, have generously provided a genuine Samsonite leather case for us to give away.

To enter our prize draw, all you need to do is answer a few short questions. It only takes a minute and you may just walk away with an accessory that’s as practical as it is luxurious. With retail value of £145, you can’t go wrong.

Right now, many of our studying members are waiting to hear about exam results. And don’t forget that in the autumn on Saturday 31 October 2009 we’re holding the How to pass The Chartered Institute of Marketing qualifications morning event, at Moorgate to get you started on the next stage of your career development.

By all means, enjoy your break. But while you’re having a bit of a breather, you might want to do a little mental preparation for your next assignment or exam. Here you can see what The Institute’s examiners expect at each study level. The Chartered Institute of Marketing magic formula. The percentages change at each level of study.

Syllabus 2005

Study level	Content	Application	Evaluation	Presentation (usually a report)
Introductory Certificate	80	10	0	10
Professional Certificate	45	30	15	10
CAM Diploma	40	30	20	10
Professional Diploma	30	30	30	10
Chartered Postgraduate Diploma	15	30	45	10

Syllabus 2009

Study level	Content	Application	Evaluation	Presentation (usually a report)
Introductory Certificate	80	10	0	10
Professional Certificate	40	30	20	10
CAM Diploma	40	30	20	10
Professional Diploma	30	30	30	10
Chartered Postgraduate Diploma	15	30	45	10

For more detail go to www.cim.co.uk/learningzone

The conclusion

Evaluation becomes more important as you progress through the levels. Concept (or theory) on its own becomes less important – it’s how you apply and evaluate concepts that matters.

Plan your studies using SOSTAC®

This technique gives you clear guideposts so you can map your progress whether you’re completing an assignment or preparing for an exam. But there’s other ways to use the approach – just imagine how you would handle your next big challenge. Especially when there’s a big project on the horizon.

SITUATION

• Audit where you are now in terms of time, knowledge, revision
• How much time between now and the exam / assignment deadline?
• What knowledge gaps do you have and which areas do you need to revise
• Complete a personal strengths and weaknesses analysis

OBJECTIVE

• To pass an exam or complete an assignment

STRATEGY

• Determine how you learn best – i.e. Visual / Listening / Reading / Practice
• Focus on the learning methods you get the most benefit from
• If visual – mind maps might help. If listening, use Podcasts or record your own. If you’re a read-writer learner, re-copy your notes.

TACTICS

• Identify which areas of the syllabus you need to focus on, as well as schedule time to study. You might be at college twice a week, how many other hours should you fit it?

ACTION

• Don’t create a wonderful plan and then not study! Try to stick with it, but allow some flexibility.

CONTROL

• Test yourself with quiz questions and previous exam questions – useful for both exam and assignment students.

Member’s successes – congratulations to Robin Birn!

It’s not all doom and gloom out there. Our members are living proof that the economy is alive … and kicking. So take a minute and meet a London member who has found a new job. His advice could just inspire you to keep going with your own job search.

Are you senior enough for the Levitt Group?

The Levitt Group, formerly the Marketing Network, is the Market Interest Group for senior marketers. It exists to maintain and develop the knowledge, skills and capabilities of its members. Membership is limited to Chartered Marketers, Fellows and graduates of the Institute’s Intensive Diploma Programmes for senior managers. Find out more about their events.

Join a great team and achieve even more!

Volunteer for the West London and Heathrow Branch of this region, and you might just surprise yourself. Right from the start, you’ll get involved in planning and hosting a wide range of events. You’ll also meet some of the most interesting people in marketing. So, if you have energy and enthusiasm to spare and you want to build your own professional network, contact Louise Elliott, West London and Heathrow Team Leader.

Media Trust – Speedmatching with CIMCOM – the Creative Communications Group

The Media Trust supports charities in finding the marketing and communications resources they need to achieve new goals. Their Speedmatching events work on the same principle as speed dating. The goal is for charities to meet the marketing partners who can help them make a difference to the lives of people who have the least. CIMCOM held a Speedmatching event on July 8 at the offices of Edelman PR in London. To say the evening was a success is an understatement. Enjoy the pictures and keep an eye out for the next event.

Marketing man completes 10k run to raise over £450 for ParalympicsGB

Long time member of The Institute and Chartered Marketer, Mark Ganellin, completed the Asics British 10K London Run on July 12. His time was just over 1 hour and he raised over £450 for Paralympics UK. His thanks go out to all the members of the Chartered Institute of Marketing who sponsored him. Watch out for upcoming opportunities to support Paralympics UK.

On your bike for the Prostate Cancer Charity!

This year, The Prostate Cancer Charity and The Tour of Britain, the UK’s premier professional cycling race, have joined forces to create a new and exciting public cycling event for cyclists of all ages and abilities! For the first time ever, amateur cyclists can ride an actual or part stage of The Tour of Britain in one of The Prostate Cancer Charity Tour Rides. The Tour Rides will take place in Stoke-on-Trent on the 6th September and London on the 19th September.

With four distances to choose from, we’re inviting cyclists of all abilities to get on their bikes and raise money to help fight prostate cancer here in London.