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all companies have an essence essence essence essence
all companies have an  essence
derived from its people people people people
derived from its  people
derived from its  people its products products products products
derived from its  people its  products
vision its vision vision vision
its  vision
this essence is called
SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL
there are no limits to communicating
SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL
so how do you COMMUNICATE? COMMUNICATE?
SOME? how do you transform HO into HUM  GIMME HO HUM  SOME? GIMME
BLOW AWAY THE COMPETITION BLOW AWAY THE COMPETITION how can you without BLOWING AWAY YOUR BUDGET? BLOWING AWAY YOUR BUDGET?
B2C or B2B B2B B2C there’s some rules of marketing which always apply
media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence
media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence frequency, frequency, frequency spheres of influence
media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency media mix TGI
media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency weight media mix TGI
OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings  OTS b c a c n c d c w c i c d c t c h TSA   ratings   NRS   OTS   position OTH   position     OTS   TSA     OTH ratings   NRS b c a c n c d c w c i c d c t c h OTH
OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings  OTS b c a c n c d c w c i c d c t c h TSA   ratings   NRS   OTS   position OTH   position     OTS   TSA     OTH ratings   NRS b c a c n c d c w c i c d c t c h NRS OTH
OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings  OTS b c a c n c d c w c i c d c t c h TSA   ratings   NRS   OTS   position OTH   position     OTS   TSA     OTH ratings   NRS b c a c n c d c w c i c d c t c h b   a   n   d   w   i   d   t   h TSA OTH NRS
OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings  OTS b c a c n c d c w c i c d c t c h TSA   ratings   NRS   OTS   position OTH   position     OTS   TSA     OTH ratings   NRS b c a c n c d c w c i c d c t c h OTS OTH NRS b   a   n   d   w   i   d   t   h TSA
OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings  OTS b c a c n c d c w c i c d c t c h TSA   ratings   NRS   OTS   position OTH   position     OTS   TSA     OTH ratings   NRS b c a c n c d c w c i c d c t c h position ratings OTH NRS b   a   n   d   w   i   d   t   h TSA OTS
what does it all MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN?
ross-smith.com finding host… finding host… ross-smith.com
ross-smith.com contacted ross-smith.com contacted
authenticating... validating... authenticating... validating...
download complete download complete
please standby please standby
 
 
 
ross smith mind shelf
ross smith mind shelf
ross smith
marketing   strategy   and   implementation ross smith mind shelf
the purpose of marketing is to own a word on the mindshelf of your prospective customer...
that word should be the name of your company, product or brand
dominate and own the mindshelf
what have these 3 companies got in common?
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],if your company or business were  one of these - who would it be?
 
airline
running shoes airline
batteries running shoes airline
electrical retailer batteries running shoes airline
lager electrical retailer batteries running shoes airline
hotel chain lager electrical retailer batteries running shoes airline
bank hotel chain lager electrical retailer batteries running shoes airline
law firm bank hotel chain lager electrical retailer batteries running shoes airline
airline British Airways, British Midland, Qantas, United Airlines, Virgin running shoes Adidas, Converse, Fila, Nike, Puma batteries Duracell, Energizer, Ever Ready, Power +, Procell electrical retailer Argos, Comet, Currys, Dixons, Sony Centre lager Budweiser, Heineken, Hofmeister, Labatts, Stella Artois hotel chain Forte, Hilton, Marriott, Inter-Continental, Stakis bank Barclays, Bank of Scotland, Lloyds TSB, The Royal Bank of Scotland  law firm Eversheds, Freeths, Hammonds Suddard, Lupton Fawcett
airline British Midland running shoes Nike batteries Duracell electrical retailer Comet lager Budweiser hotel chain Marriott bank The Royal Bank of Scotland law firm Lupton Fawcett
[object Object],[object Object],[object Object],[object Object],today’s session how to dominate the mindshelf
see hear SMELL taste feel
[object Object],clarifying your proposition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],developing the right concept ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],developing the right concept ,[object Object],[object Object]
 
 
 
 
 
 
some companies serve a  GLOBAL  market
some companies serve a  NATIONAL  market
some companies serve a  LOCAL  market
but no matter the SIZE  or  SHAPE   of your  C O M M U N I C A T E company…you still have to
what are you all about? why should anyone come to you? what’s in it for your customer? what makes you special?
impression and expression
generating emotion
communicating benefits
image consistency
physical branding
brand character
reach
frequency
recall
unprompted awareness
YOUR BRAND EXPERIENCE
what does it all mean? does it really matter? how do you start getting to grips with it all?
1. what do you do? 2. who do you do it for? 4. why do you do it better    than anyone else? 3. why do you do it? try again
let’s do it again 1. what do you do? 2. who do you do it for? 4. why do you do it better    than anyone else? 3. why do you do it?
nearly there 1. what do you do? 2. who do you do it for? 4. why do you do it better    than anyone else? 3. why do you do it?
got it? if not keep going! 1. what do you do? 2. who do you do it for? 4. why do you do it better    than anyone else? 3. why do you do it?
STAND OUT you  HAVE   to FROM   the crowd STAND OUT STAND OUT STAND OUT
how do you make YOUR BUSINESS cluttered marketplace? stand out in a
m essage m edia m e   too m indshelf or
[object Object],[object Object],message strategy
how people respond to advertising ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],identify your point of difference
perception sharks desired perception market leaders cowboys experts shady above board dishonest honest fast buck Freddies long term player unreliable reliable untrustworthy trustworthy unprofessional professionals shifty informed pushy helpful high pressure no pressure unfriendly friendly con men skilled cold warm inconsiderate unapproachable considerate easily approachable
perception desired perception 
media strategy targeting the right media
understand your consumers CREATIVELY and how to reach them
[object Object],a day in the life of your core target ,[object Object],[object Object],[object Object],[object Object]
the grey market “ Gerald and June”
[object Object],[object Object],[object Object],[object Object],[object Object],the grey market
 
[object Object],[object Object],[object Object],[object Object],spheres of influence
what would 30K in media today? buy you
 
TV 91% 5+
radio 40% 18+ TV 91% 5+
lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+
lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions
 
lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail
lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website
lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website relationship marketing
% ad spend in fmcg sector for each media in 1998 Source: MMS Jan 97 - Dec 98 press outdoor radio  2% 13% 6% 77% cinema  1% TV
share of mind Source: Henley Centre radio newspapers magazines  2% 29% 12% 57% TV
“ business   advertising   doesn’t   have   to   be in   the   business   pages   for   me   to   notice   it” Source: Continental Research - Business Omnibus July 1999 0 10% 20% 30% 40% 50% 60% 70% 80% 90% agree neither disagree 78% 5% 17%
how long businesspeople spend each day with key media Source: Continental Research Business Omnibus July 1999 Base: all businesspeople who do listen to commercial radio 0 20 40 60 80 100 120 140 average minutes per day magazines radio TV newspapers 41 107 98 17
 
[object Object],[object Object],[object Object],[object Object],[object Object],the power of television
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],things to consider
[object Object],[object Object],[object Object],[object Object],[object Object],harnessing television’s power
[object Object],[object Object],commonly held ideas
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],harnessing radio’s power
[object Object],[object Object],[object Object],commonly held ideas
low ad avoidance on radio % who are ad avoiders by medium Source: Western International Media 0 10 20 30 40 50 60 70 80 TV newspapers magazines direct mail radio 44% 68% 61% 52% 16%
reach   of   businesspeople   across   the   day commercial radio Monday to Friday average Source: Premier TGI 1998 6-8am 8-9am 9-10am 10-12am 12-3pm 3-5pm 5-7pm 7-9pm 9-12pm 12-6am 648 542 111 97 118 136 428 192 102 29 0 100 200 300 400 500 600 700 audience 000’s
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],harnessing the power of press
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],harnessing the power of local press
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],harnessing the power of magazines
 
w w w
w o w
worldwide business-to-consumer e-business revenue ($bn) Source: Dataquest 0 20 40 60 80 100 120 140 160 180 200 1997 1998 1999 2000 2001 2002 2003
w o w
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],direct mail
ross smith mind shelf
“ maybe it’s a good thing to have an advertising agency”
who knows your business best?
giving the brief
don’t delegate -  ACTIVELY   participate
convince……………………………………………………………………... ………………………………………………………………………………… . ………………………………………………………………………………… . to…...……...………………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . because………..…………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . to prove it we’ll………..……………………………………………………. ………………………………………………………………………………… . ………………………………………………………………………………… . and this is the benefit to the customer..….…………………..………… ………………………………………………………………………………… .. ………………………………………………………………………………… ..
the who, how, what, why, and when’s
[object Object],[object Object],[object Object],who
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],how
[object Object],[object Object],[object Object],[object Object],what
[object Object],[object Object],[object Object],[object Object],[object Object],why
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],when
what about the guys at the coalface? what you are planning? do they have any idea
f u s i o n
 
[object Object],[object Object],[object Object],[object Object],internal motivation
[object Object],[object Object],[object Object],the power of marketing
[object Object],the power of marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
the world is becoming a more marketplace - demanding and competitive will be the most vital tool you creative and powerful marketing can deploy in order to grow and sustain your competitive edge
what are you doing now that’s HO HUM which should be GIMME SOME ?
be known for what you really do and who you really are
and don’t be shy about it
marketing   strategy   and   implementation ross smith mind shelf
ross smith mind shelf
 
 
 
 
 
 
 
 
 
 
 
 
 
 
ross@mindshelf.co.uk  Tel: +44 (0) 115 962 4411  Fax: +44 (0) 115 962 2299  Mobile: +44 (0) 796 8888 044 © Mindshelf Limited 2001 This CD may not be duplicated, copied, distributed, broadcast or used in part or in whole without the prior and express permission of Mindshelf Limited.

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RossSmithMindshelfMarketingBreakFree

  • 1.  
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12. all companies have an essence essence essence essence
  • 13. all companies have an essence
  • 14. derived from its people people people people
  • 16. derived from its people its products products products products
  • 17. derived from its people its products
  • 18. vision its vision vision vision
  • 20. this essence is called
  • 21. SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL
  • 22. there are no limits to communicating
  • 23. SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL
  • 24. so how do you COMMUNICATE? COMMUNICATE?
  • 25. SOME? how do you transform HO into HUM GIMME HO HUM SOME? GIMME
  • 26. BLOW AWAY THE COMPETITION BLOW AWAY THE COMPETITION how can you without BLOWING AWAY YOUR BUDGET? BLOWING AWAY YOUR BUDGET?
  • 27. B2C or B2B B2B B2C there’s some rules of marketing which always apply
  • 28. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence
  • 29. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence frequency, frequency, frequency spheres of influence
  • 30. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency media mix TGI
  • 31. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency weight media mix TGI
  • 32. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h OTH
  • 33. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h NRS OTH
  • 34. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h b a n d w i d t h TSA OTH NRS
  • 35. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h OTS OTH NRS b a n d w i d t h TSA
  • 36. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h position ratings OTH NRS b a n d w i d t h TSA OTS
  • 37. what does it all MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN?
  • 38. ross-smith.com finding host… finding host… ross-smith.com
  • 43.  
  • 44.  
  • 45.  
  • 49. marketing strategy and implementation ross smith mind shelf
  • 50. the purpose of marketing is to own a word on the mindshelf of your prospective customer...
  • 51. that word should be the name of your company, product or brand
  • 52. dominate and own the mindshelf
  • 53. what have these 3 companies got in common?
  • 54.  
  • 55.
  • 56.  
  • 60. electrical retailer batteries running shoes airline
  • 61. lager electrical retailer batteries running shoes airline
  • 62. hotel chain lager electrical retailer batteries running shoes airline
  • 63. bank hotel chain lager electrical retailer batteries running shoes airline
  • 64. law firm bank hotel chain lager electrical retailer batteries running shoes airline
  • 65. airline British Airways, British Midland, Qantas, United Airlines, Virgin running shoes Adidas, Converse, Fila, Nike, Puma batteries Duracell, Energizer, Ever Ready, Power +, Procell electrical retailer Argos, Comet, Currys, Dixons, Sony Centre lager Budweiser, Heineken, Hofmeister, Labatts, Stella Artois hotel chain Forte, Hilton, Marriott, Inter-Continental, Stakis bank Barclays, Bank of Scotland, Lloyds TSB, The Royal Bank of Scotland law firm Eversheds, Freeths, Hammonds Suddard, Lupton Fawcett
  • 66. airline British Midland running shoes Nike batteries Duracell electrical retailer Comet lager Budweiser hotel chain Marriott bank The Royal Bank of Scotland law firm Lupton Fawcett
  • 67.
  • 68. see hear SMELL taste feel
  • 69.
  • 70.
  • 71.
  • 72.  
  • 73.  
  • 74.  
  • 75.  
  • 76.  
  • 77.  
  • 78. some companies serve a GLOBAL market
  • 79. some companies serve a NATIONAL market
  • 80. some companies serve a LOCAL market
  • 81. but no matter the SIZE or SHAPE of your C O M M U N I C A T E company…you still have to
  • 82. what are you all about? why should anyone come to you? what’s in it for your customer? what makes you special?
  • 89. reach
  • 94. what does it all mean? does it really matter? how do you start getting to grips with it all?
  • 95. 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it? try again
  • 96. let’s do it again 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?
  • 97. nearly there 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?
  • 98. got it? if not keep going! 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?
  • 99. STAND OUT you HAVE to FROM the crowd STAND OUT STAND OUT STAND OUT
  • 100. how do you make YOUR BUSINESS cluttered marketplace? stand out in a
  • 101. m essage m edia m e too m indshelf or
  • 102.
  • 103.
  • 104.
  • 105.
  • 106. perception sharks desired perception market leaders cowboys experts shady above board dishonest honest fast buck Freddies long term player unreliable reliable untrustworthy trustworthy unprofessional professionals shifty informed pushy helpful high pressure no pressure unfriendly friendly con men skilled cold warm inconsiderate unapproachable considerate easily approachable
  • 108. media strategy targeting the right media
  • 109. understand your consumers CREATIVELY and how to reach them
  • 110.
  • 111. the grey market “ Gerald and June”
  • 112.
  • 113.  
  • 114.
  • 115. what would 30K in media today? buy you
  • 116.  
  • 118. radio 40% 18+ TV 91% 5+
  • 119. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+
  • 120. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions
  • 121.  
  • 122. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail
  • 123. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website
  • 124. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website relationship marketing
  • 125. % ad spend in fmcg sector for each media in 1998 Source: MMS Jan 97 - Dec 98 press outdoor radio 2% 13% 6% 77% cinema 1% TV
  • 126. share of mind Source: Henley Centre radio newspapers magazines 2% 29% 12% 57% TV
  • 127. “ business advertising doesn’t have to be in the business pages for me to notice it” Source: Continental Research - Business Omnibus July 1999 0 10% 20% 30% 40% 50% 60% 70% 80% 90% agree neither disagree 78% 5% 17%
  • 128. how long businesspeople spend each day with key media Source: Continental Research Business Omnibus July 1999 Base: all businesspeople who do listen to commercial radio 0 20 40 60 80 100 120 140 average minutes per day magazines radio TV newspapers 41 107 98 17
  • 129.  
  • 130.
  • 131.
  • 132.
  • 133.
  • 134.  
  • 135.
  • 136.
  • 137. low ad avoidance on radio % who are ad avoiders by medium Source: Western International Media 0 10 20 30 40 50 60 70 80 TV newspapers magazines direct mail radio 44% 68% 61% 52% 16%
  • 138. reach of businesspeople across the day commercial radio Monday to Friday average Source: Premier TGI 1998 6-8am 8-9am 9-10am 10-12am 12-3pm 3-5pm 5-7pm 7-9pm 9-12pm 12-6am 648 542 111 97 118 136 428 192 102 29 0 100 200 300 400 500 600 700 audience 000’s
  • 139.  
  • 140.
  • 141.
  • 142.  
  • 143.
  • 144.  
  • 145. w w w
  • 146. w o w
  • 147. worldwide business-to-consumer e-business revenue ($bn) Source: Dataquest 0 20 40 60 80 100 120 140 160 180 200 1997 1998 1999 2000 2001 2002 2003
  • 148. w o w
  • 149.  
  • 150.
  • 151. ross smith mind shelf
  • 152. “ maybe it’s a good thing to have an advertising agency”
  • 153. who knows your business best?
  • 155. don’t delegate - ACTIVELY participate
  • 156. convince……………………………………………………………………... ………………………………………………………………………………… . ………………………………………………………………………………… . to…...……...………………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . because………..…………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . to prove it we’ll………..……………………………………………………. ………………………………………………………………………………… . ………………………………………………………………………………… . and this is the benefit to the customer..….…………………..………… ………………………………………………………………………………… .. ………………………………………………………………………………… ..
  • 157. the who, how, what, why, and when’s
  • 158.
  • 159.
  • 160.
  • 161.
  • 162.
  • 163. what about the guys at the coalface? what you are planning? do they have any idea
  • 164. f u s i o n
  • 165.  
  • 166.
  • 167.
  • 168.
  • 169. the world is becoming a more marketplace - demanding and competitive will be the most vital tool you creative and powerful marketing can deploy in order to grow and sustain your competitive edge
  • 170. what are you doing now that’s HO HUM which should be GIMME SOME ?
  • 171. be known for what you really do and who you really are
  • 172. and don’t be shy about it
  • 173. marketing strategy and implementation ross smith mind shelf
  • 174. ross smith mind shelf
  • 175.  
  • 176.  
  • 177.  
  • 178.  
  • 179.  
  • 180.  
  • 181.  
  • 182.  
  • 183.  
  • 184.  
  • 185.  
  • 186.  
  • 187.  
  • 188.  
  • 189. ross@mindshelf.co.uk Tel: +44 (0) 115 962 4411 Fax: +44 (0) 115 962 2299 Mobile: +44 (0) 796 8888 044 © Mindshelf Limited 2001 This CD may not be duplicated, copied, distributed, broadcast or used in part or in whole without the prior and express permission of Mindshelf Limited.