Hi %PERS_NAME%

I hope that the Christmas / New Year period treated you well and now that we've reached February already the holidays seem like a distant memory.

I don't know if this applies to anyone else, but I usually start the year off being incredibly motivated but never really know where to direct this new-found motivation and subsequently the motivation slowly disappears as the year goes on.

This year was a little different though because a friend put me onto an e-book called Marketing Wisdom for 2007 which contained a collection of 110 real-life tips from marketers and other various businesses that worked for them throughout the previous year. There were some great tips in the book, but because the publication was produced by an American company, not all of the suggestions would work here.

So I thought it would be a great idea to start collecting some tips from local companies in an effort to help the greater business community. Here's a piece of wisdom that I gained over the last 12 months:

"Over the past 12 months we've tried a few different marketing campaigns - some were successful, others were not. A few of the campaigns were fairly small and didn't cost much whilst others were a lot more expensive and we assumed the more money spent on a campaign the better the results would be. As it turns out, the smaller, cheaper campaigns were a lot more successful than the larger ones and yielded a far greater return on investment, but we would never have known which campaigns were the ones generating the leads if we didn't continually test and measure everything that we did. Even though we didn't gain the desired sign-up's from some of the more expensive campaigns, they still provided us with a better understanding of various marketing mediums which will help us make more informed decisions when choosing marketing options in the future."

If you would like to share some wisdom you've gained over the past 12 months, send it through and we will add it to our "Local Marketing Wisdom" report and promote it to other local businesses.

Well, that's it for this edition of the Ingenuity Newsletter

Warm Regards

Peter Newsome
Web Services Manager

    In This Issue:

     Marketing Wisdom for 2007