As with the London Marathon, we shouldn't enter expecting to win. We should aim for an acceptable score - something on the left hand screen, ideally equivalent points given by both by juries and the great unwashed.
Set a pace, show the continent that we're back, and create a platform for higher positions over several years.
Also, although without the BBC's cash the contest probably wouldn't be happening at all and automatic entry is a very nice thing to have, we should consider going into the semi-finals so the song can gain exposure early on. Would it be so bad if the UK was knocked out early on because the song wasn't up to it?