Background
The Business Network is a well-established lunchtime networking group that has branches in most major towns and cities throughout the UK. The luncheons bring together senior decision-makers to both promote their businesses and expand their network of local and regional resources. Over 3500 businesses have taken up membership, with further expansion planned for 2002. Membership is corporate and is open to all types and size of business.
Brief
to provide membership communication for two networking areas - one in the north and one in the south of England
to encourage membership renewals
to reach new members
Approach
The overriding consideration was to show the reader that networking works. The two distinct geographical areas required their own localised versions of The Business Networker, so the north and the south have their own front and back pages. The writing style is 'middle market tabloid' and is strong on personalities within the business world. It is a light read which promotes the many good news stories between members (business deals, referrals, etc) to highlight this subtle but powerful marketing technique. It also features other business networking techniques, planned seminars and upcoming lunches
