Author Archive

HR – When the chips are down what kind of employer are you?

April 26, 2020

HR in a crisis

We all know the story .. on the 12th March, the country was effectively shut down except for essential services.

It was a time when each and every single employer in the country had to figure out really quickly what they needed to do to protect the business during this uncertain shut down period – how long would it go on for, how many bills do I have, how much money do I have in the kitty, how much do I need to survive?

All huge questions and with no simple answers and no playbook to refer to.

What we did next reflects who we are, who the business is, our values, our ethos.

A week later, I checked in on a good friend of mine who worked as a baker in a coffee shop (part of a  small but well known chain) around the corner from our office, just to make sure that he was OK.

What he shared with me was a tale of two very different HR philosophies and two very different approaches to their employees.

On exactly the same day he was given notice by his employer and his partner who manages a creche was also told that her place of business was closing because of the “lock-down”.

However, there was a huge difference between both.

In his case he was “left go”, unceremoniously with no guidance towards where he should go to for supports and no word as to what his status would be when this “pause” was over. Effectively it was a P45.

In her case, she was also left go temporarily, but with absolute clarity that her role would still be there when things returned to normal, she was guided towards the supports she needed and the employer set up a WhatsApp group so that the team could stay in touch during the lock-down.

While both of these scenarios were identical, they couldn’t be any further apart.

I have sadly heard of so many cases where loyal employees were just cast away on the 12th March, with virtually no concern as to how they would put food on their tables next week.

Your team are your business, and how you treat them will absolutely determine how successful your business will be and how deep your team will dig for you when needed.

When the lights come back on, I know of a great guy and all of his colleagues who will be looking for a new opportunity, and I know of a great gal and all of her colleagues who be delighted to get back to work and will dig deep for their employer when the chips are down.

What type of employer are you?

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

 

Supports are available for your Business

April 15, 2020

What a hard to believe, crazy time that we are all knee deep in!

For some it is incredibly busy, coping with fulfilling unprecedented demand in difficult circumstances, for some it is somewhat damaging and messy and for others this “pause” is devastating and real solutions are needed for immediate survival and to plan for a much needed return to some type of normal.

The Local Enterprise Office network has implemented a suite of support services to assist businesses at this time.

We would urge you to look carefully at these valuable supports, not only to assist you right now, but also to make your business stronger going into the future.

There are 31 Local Enterprise Offices around the country, all offering these additional supports:

A support we have found to be hugely beneficial for businesses throughout the years is the Trading Online Voucher Scheme

A second voucher is now available for businesses that have previously availed of this support over the years. Having a strong online presence has never been more important, so whether it’s improving your website and online shop to creating an app, we strongly advise you to check this out.

The Trading Online Voucher can also be used to support the below:

  • Website Creation
  • Digital Marketing
  • Social Media for Business
  • Search Engine Optimisation

To find more about the online trading voucher and the eligibility criteria visit www.localenterprise.ie and contact your local office.

If we can assist you to put a practical plan together in any of these areas give us a call and we will do everything we can to help.

As well as the Trading Online Voucher, there is a range of different supports available to businesses impacted by COVID-19.

An overview of all supports available:

Trading Online Voucher Scheme
Second voucher available

 

Can you do more business online?

The expanded Trading Online Voucher Scheme helps small businesses with up to 10 employees to trade more online, boost sales and reach new markets.

There is up to €2,500 available through the Local Enterprise Offices, with co-funding of 10% from the business. Funding can be used towards adding payment facilities or booking systems to your website or developing new apps for your customers.

The voucher can also be used towards subscriptions to low cost online retail platform solutions, to help companies quickly establish a retailing presence online.

 

Business Continuity Vouchers 
Apply for €2,500 in consultancy

The new Business Continuity Voucher is designed for businesses across every sector that employ up to 50 people.

The voucher is worth up to €2,500 in third party consultancy costs (at no cost to the company) and can be used by companies and sole traders to develop short-term and long-term strategies to respond to the business challenges of the COVID-19 pandemic.

The goal is to help companies make informed decisions about what immediate measures and remedial actions should be taken, to protect staff and sales.

If we can be of assistance, please contact us and we will talk through the challenges you are facing.

LEO Financial Supports 
Grants for new and established businesses

 

COVID-19
Business Loans  

First 6 months are interest & repayment free
New low rate of 4.5% through the Local Enterprise Offices

The COVID-19 Business Loan from Microfinance Ireland (MFI), in partnership with Local Enterprise Offices, is a Government-funded initiative to support small businesses.

It’s designed for micro-enterprises that are a) having difficulty accessing Bank finance and b) impacted, or may be impacted negatively, by COVID-19 resulting in a reduction of 15% or more in turnover or profit.

To view loan features click here.

 

Lean for Micro
Become a Leaner business

LEAN for Micro is available to LEO clients to help build resilience within small companies.

Under this programme, clients can avail of consultancy support with a LEAN Expert (a qualified practitioner), who will work with the company to introduce lean principles, undertake a specific cost savings project and assist the company in benchmarking its performance. LEAN for Micro can also be used to help implement new remote working and physical distancing guidelines.

 

Mentoring Advice and guidance
Now free of charge 

Grants for new and established businesses

 
Under the Local Enterprise Office Mentor Programme, clients work with an experienced mentor to identify solutions to areas of exposure within their business. With advice and guidance from their mentor, clients develop strategies that are more robust, which address issues and maximise potential opportunities when the COVID-19 crisis comes to an end.
 

Training and Webinars 
Upskill and network remotely,
for free

Local Enterprise Offices have moved training programmes, workshops and networking meet-ups online, covering areas such as cash management in a crisis, leading your business through COVID-19 and advice for employers impacted by the crisis.

Training programmes are free of charge and places can be booked online, through your Local Enterprise Office.

 

LEO Financial Supports 
Grants for new and established businesses

For existing companies and potential start-ups that meet eligibility criteria (such as employing 10 or fewer people with the potential for growth and job creation), Local Enterprise Offices can also offer financial supports to help manage current market challenges:

  • Business Priming Grants
  • Business Expansion Grants
  • Feasibility Study Grants
  • Technical Assistance for Micro-Exporters Grant

To view the full details on the supports available to your business and the criteria visit: www.localenterprise.ie/Response.

Depending on how the situation evolves, criteria may change so please refer to the above website for updates.

Please don’t hesitate to contact us if we can offer you advice during these difficult timesand try to stay positive and seriously think about using these supports, for today and a much better tomorrow….it will come!

Best wishes from all at Fuzion.

Greg

(086) 8311156 greg@fuzion.ie  

Greg Canty is the Managing Partner of Fuzion Communications, Marketing, PR, Graphic Design and Digital Marketing, Dublin and Cork offices

The Power of Communications in a Crisis – Updates from professionals across Europe

April 2, 2020

Fuzion Communications are members of a pan-European network, the Crisis Communications Network Europe, which is made up of independent Communications agencies who offer a significant Crisis PR service in each different country.

The rationale for this network is to have a strong group of like minded, connected agencies that can handle Crisis PR situations for clients when these crises extend beyond national borders.

When it comes to a crisis that extends beyond borders there is no better example than the COVID-19 crisis that has affected everyone.

On the Win Happy podcast, I invited a senior person from each agency in the network to discuss the crisis and in particular:

  • The status of the crisis in each country
  • How government have reacted
  • How good the communications have been
  • The media role in these communications
  • The reaction of the general public

It is clear listening to the really interesting discussion, that we can see the huge difference that strong communications can make in a crisis and and it can literally help to save lives.

Trusted, responsible government, leading by example, powerful gestures, quick action, honest briefings, strong and accurate media reporting and the public response are all key factors that determine the success of the communications and the fate of so many in each country.

The members that featured on the podcast were from Italy, Spain, Germany, Denmark, Ireland, England, Netherlands, Austria and Belgium.

You can listen to the show by clicking here.

Enjoy the show..

Greg

Greg Canty is a Managing Partner of Fuzion Communications who offer a full Crisis PR service from our offices in Dublin and Cork, Ireland 

 

LinkedIn – Group Hug!! (Are you joining groups?)

April 1, 2020

LinkedIn Groups - Social Media Training

From my experience most LinkedIn users are not using the very useful ‘Groups‘ facility on the platform.

For your industry or your business community there is more than likely a group set up with like minded individuals who have already joined.

These could provide you with the opportunity to interact with like minded people, discuss topical issues, solve problems, demonstrate your expertise, get information or these could easily help you to identify useful connections for your business or organisation.

If you do a search right now…Dublin Chamber, Cork Chamber. UCD Alumni, Marketing professionals, Hospitality professionals in Ireland – you are likely to find a group that matches your search.

Groups will have a filter process for members depending on how they have been created – you will need to request to join or be invited to join by an existing member and an administrator somewhere will decide whether to let you in or not.

If it is a group for a membership organisation it is very likely that they will not grant you access unless you are a member.

When you create a group you have a number of options including:

  • Name and description
  • Industry types (up to 3)
  • Stated rules for the group (how members should use and behave within the group)
  • Whether the group is visible or not: you could for example make it a “closed” group for your organisation so it won’t appear on searches
  • If you allow existing members to invite others to join
  • Approval setting for posts within the group.

New Feature: Messaging

The functionality is always changing so how you can use them is always changing. For example LinkedIn have just now given members within groups the ability to send a message to other members, without being connected to them (and without having the paid version of the platform).

These messages will come into you just like a normal message on LinkedIn.

So…look for a group today that could work for you and your business, click that ‘Join’ button and off you go!

Or…maybe you could be the one to create that group?

What are you waiting for?!!

Greg

Greg Canty heads up the Digital Marketing team at Fuzion Communications and as part of our suite of digital services we offer social media training and social media consultancy, both face to face and online

 

 

 

Time for earth and its inhabitants to heal?

March 30, 2020

The earth is healing

In the midst of the horrible nightmare that is the COVID19 disease, which has so many sick and so many dying all over our world, we do need to raise our heads and wonder is there some greater purpose to all of this?

My initial thoughts were that our precious earth has needed time to heal itself for such a long time, and “we” were never going to allow this to happen due to our greed and the crazy pattern of living that we have all adopted as the norm. Has nature found a cruel way of saying STOP, while us humans have to just take our place in the queue before we start to abuse it all over again?

In the last week or so my thoughts have moved on as I observe how we are changing – I’m believing that humanity is also healing itself as we have to stop being selfish and self serving. We have been forced to jump off our respective treadmills and focus on survival and on the things that are really important.

I am seeing kindness, friendship, togetherness, sacrifice, humour, generosity and lots of love.

Do things work this way or is this all a big coincidence?

While I was living with these thoughts a friend of mine shared a post that supposedly came from Bill Gates, which pretty much captured what I was thinking in a way that I could never have:

Message in the letter:

I’m a strong believer that there is a spiritual purpose behind
everything that happens, whether that is what we perceive as being
good or being bad.

As I meditate upon this, I want to share with you what I feel the
Corona/ Covid-19 virus is really doing to us:

1) It is reminding us that we are all equal, regardless of our
culture, religion, occupation, financial situation or how famous we
are. This disease treats us all equally, perhaps we should too. If you
don’t believe me, just ask Tom Hanks.

2) It is reminding us that we are all connected and something that
affects one person has an effect on another. It is reminding us that
the false borders that we have put up have little value as this virus
does not need a passport. It is reminding us, by oppressing us for a
short time, of those in this world whose whole life is spent in
oppression.

3) It is reminding us of how precious our health is and how we have
moved to neglect it through eating nutrient poor manufactured food and
drinking water that is contaminated with chemicals upon chemicals. If
we don’t look after our health, we will, of course, get sick.

4) It is reminding us of the shortness of life and of what is most
important for us to do, which is to help each other, especially those
who are old or sick. Our purpose is not to buy toilet roll.

5) It is reminding us of how materialistic our society has become and
how, when in times of difficulty, we remember that it’s the essentials
that we need (food, water, medicine) as opposed to the luxuries that we sometimes unnecessarily give value to.

6) It is reminding us of how important our family and home life is and
how much we have neglected this. It is forcing us back into our houses
so we can rebuild them into our home and  to strengthen our family unit.

7) It is reminding us that our true work is not our job, that is what
we do, not what we were created to do. Our true work is to look after each other, to protect each other and to be of benefit to one another.

8) It is reminding us to keep our egos in check. It is reminding us
that no matter how great we think we are or how great others think we
are, a virus can bring our world to a standstill.

9) It is reminding us that the power of freewill is in our hands. We
can choose to cooperate and help each other, to share, to give, to
help and to support each other or we can choose to be selfish, to
hoard, to look after only our self. Indeed, it is difficulties that bring out our true colors.

10) It is reminding us that we can be patient, or we can panic. We can
either understand that this type of situation has happened many times
before in history and will pass, or we can panic and see it as the end
of the world and, consequently, cause ourselves more harm than good.

11) It is reminding us that this can either be an end or a new
beginning. This can be a time of reflection and understanding, where
we learn from our mistakes, or it can be the start of a cycle which
will continue until we finally learn the lesson we are meant to.

12) It is reminding us that this Earth is sick. It is reminding us
that we need to look at the rate of deforestation just as urgently as
we look at the speed at which toilet rolls are disappearing off of
shelves. We are sick because our home is sick.

13) It is reminding us that after every difficulty, there is always
ease. Life is cyclical, and this is just a phase in this great cycle.
We do not need to panic; this too shall pass.

14) Whereas many see the Corona/ Covid-19 virus as a great disaster, I
prefer to see it as a *great corrector*

It is sent to remind us of the important lessons that we seem to have
forgotten and it is up to us if we will learn them or not.

Note: It turns out that this “letter” is fake and didn’t come from Bill Gates at all but because his name was on it, it did the rounds with many high profile people sharing it.

I don’t really care who wrote this piece, I applaud them.

After this time, however long it lasts, the scientists will be able to come to us with definite proof about the damage that we are causing this earth by our actions (and inaction) and how it can be healed and what we need to do once this period is over to achieve this.

In the meantime, let’s pray for everyone who is suffering greatly at this time and for everyone else to do the right things to ensure that the hardship is minimised and that we can recover as soon as possible.

Thank you “pretend” Bill for making sense of this…

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

Taking away the fear and the power of great communications the KLM way

March 13, 2020

KLM Airlines - Coronavirus

I just received a very clever piece of personalised email correspondence from the President and CEO of KLM Royal Dutch Airlines, Pieter Elbers, which was designed to reassure anyone contemplating a flight with them that they are to be trusted during these worrying Coronavirus times.

It was really clever for a number of reasons..

It was Personalised

The email used my name…us customers love that!!

Really understanding the Customers Frame of Mind

The email understood my frame of mind perfectly and took me through a thought process step by step addressing my concerns and “What Ifs”.

The story in my head is that getting on a plane in a confined space with other people at the moment is one of very worst possible things that you could do. How can planes be cleaned between flights efficiently, what about all the places that a person will touch on the plane and what about the air circulation?

As a frequent traveler with KLM, you trust us to not only take you where you need to go, but to do so safely, comfortably and responsibly. Today, as the world comes to terms with an unprecedented health scare in COVID-19 (Corona virus), these values are more important to us than ever

His email addressed my fear and it reassured me step by step what they are doing at KLM to make sure that it is a safe environment.

He spoke about Safety and Hygiene procedures in very specific detail

  • Thorough cleaning and disinfecting before each departure itemising
    • Cleaning of galleys, carpets and toilets
    • Cleaning of tray tables, armrests, headrests and seatbelt buckles
  • Continuous cleaning by cabin crew in the air
  • Cabin air is continually refreshed with outside air
  • Using hospital-grade HEPA filters that are 99.99% effective in preventing airborne bacterial and viral organisms such as COVID-19
  • All flights have special Corona-kits and the team are trained in containment measures
  • Hygiene extends to catering, ingredients are fresh and locally sourced, strict guidelines to preparation

There was a link in the email to a video, which provided more information about hygiene at the airline.

While I was reading this impressive list of hygiene steps I was thinking of course that KLM would say this because they are protecting their interests and spinning the risks in their favour.

This was addressed:

“I fully understand the hesitation many people feel at the moment when deciding whether to book a flight or not. But you can feel secure in the knowledge that KLM has taken every precaution necessary to protect your health and the health of your loved ones.

In this emotional time, you can be assured that we are guided and consistently act by fact-based, circumstance-driven decision making. On a daily basis, we work closely with the top experts at the World Health Organization and Rijksinstituut voor Volksgezondheid en Milieu (RIVM) in the Netherlands”

Beyond the Airline

And what about the other things that can go wrong about a journey that might have you unable to take the flight?

I also understand that your concern may not be about your journey with KLM, but about the many unknowns about the situation on the ground at your destination. That’s why you can book your KLM flight with the confidence of being able to change your booking without a change fee

It’s not exactly a refund but ..

Practical Information

The email provided practical information and demonstrated the professionalism of the airline

“We are in constant touch with all the relevant authorities to adjust our network as required. This means that we can immediately respond when new travel restrictions are announced. For the latest information on flight status, please visit our travel advisory page or use the KLM app and let us keep you posted 24/7 with push messages

Proud History and Customer Service Ethos

The email went on to highlight the history of the airline, the number of employees and the customer care ethos

“In 100 years of operations, KLM has faced many challenges and always emerged stronger. We were able to do so because we put you, our customer, at the heart of our operation. With that commitment in mind, I am confident that we will overcome this challenging time as well. As you know 33.000 KLM staff will go further to recognize your concerns and take care of you.”

We always preach to our clients that in their communications that they should weave in their ‘Key Messages’ – this was done here in a very clever, natural way.

Trust, Care, History, Customer Focus, Scale …. many boxes ticked!

Tone and Language 

All of the language used was appropriate, non-corporate and very down to earth and the tone was caring and inclusive, which was sealed in the email sign off

“Thank you for choosing KLM, and safe travels”

A Great Excuse to Communicate with Potential Customers!!

The most clever aspect of all with this email correspondence is that the Coronavirus, despite the horrible scenario, gave KLM a reason to reach out to all of their customers and remind them about their brand and prompt them to possibly think about them when booking flights in the future when things are hopefully back to normal.

It was a really long time since I flew KLM (I’m not sure what the GDPR police would be saying about this!!) but they have made me think about them in a really positive light which brings me to my very last point.

This is Positive PR

KLM have taken the opportunity (in awful circumstances) in a really nice, caring and soft way to reach out and tell a lot of people just how great they are!!

I’ve just told you about them..

So, a huge well done to KLM and their team for a really clever and well timed piece of correspondence that reminds us all about the power of great communications!

Can you do something similar with your customers today?

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

2020 – Time to get Experiential !

January 16, 2020

Ardsallagh Cheese

When it comes to trends in Marketing to look out for in 2020 and beyond I think it will be all about ‘Experiential’ getting closer to the customer allowing them to touch and feel the products and services and to meet the people behind them.

We see ourselves that the noisy, over crowded, algorithm choked social media space, which not so long ago provided a fantastic opportunity to “get close” to customers is proving very challenging without substantial advertising budgets.

The social media “influencers” in the main who had a short moment in the sun, over cooked the magic by quickly switching from being genuinely passionate about their sectors to being “show me the money” merchants.

The cynical and very savvy consumer is seeing through all of this “BS” and is slowing returning to more trusted and reliable traditional media, which is really interesting as they are craving something authentic, something that does not leave them cold.

An interesting medium that we see doing well is podcasts, which if executed carefully is a very special way for your customer to get to know you better while they are commuting or in the gym.

I was judging the podcast category again this year for the Digital Marketing Awards and I could see some really great examples of companies using the medium to great effect.

I noticed with interest last November, Amazon the leaders in online retail, promoting their ‘Black Friday‘ sale with full page adverts in the national newspapers, billboards around the city and even customer events.

For the third year running in London they had a free four day “pop-up” event, ‘The Home of Black Friday‘ whereby customers were treated to all sorts of entertainment and demonstrations as well as being able to ‘touch and feel’ some of the special Black Friday deals.

As well as checking out the huge range of epic deals on offer throughout Black Friday and Cyber Monday, visitors to the Home of Black Friday had the chance to try out the latest must-have products from beauty to tech and preview the latest screenings from Prime Video.

They ticked the boxes on all of the customer demographics with complimentary workshops and experiences including, DJs, Rappers, yoga, cocktail masterclasses, beauty makeovers and Christmas workshops.

It turns out that clicking on images of items on our screens isn’t the “be-all and end-all” after all!

We witnessed it ourselves before Christmas with the weekend events that we ran for Dunnes Stores in some of their leading stores in Cork, Dublin, Galway and Limerick, whereby customers could meet the food producers, taste the food, meet the designers and see the fashion on models and watch some demonstrations by experts.

Dunnes Stores

I am now buying the Ardsallagh Cranberry Roulade Goat Cheese and Himalayan Salt Aged Beef on a regular basis after chatting with the cheese maker and the butcher from James Whelan Butchers, I’m wearing SPF skin cream protection for the first time after meeting Darren Kennedy and I am wearing a cashmere jumper from Paul Costelloe!

I also, as well as having more belief in the wine selection at Dunnes Stores, I have some new favourite wine brands after listening to the wine buyer talking about his favourite wines and the vineyards they come from.

In truth, no advert or social media posts would have had the same habit changing effect on me and there is a lot of money in our habits!

So for 2020 and beyond, I can see us all working really hard to create those new opportunities to get closer to the customer through real life experiences.

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

It’s all about integration!

September 4, 2019

Donald Draper

A big shift has happened with media in the last 10 years.

I remember 10 years ago when the wheels well and truly fell off the economy, we had a thing called social media, which effectively had become a “free” (except for your time and effort of course) way to promote you and your business.

At Fuzion we were quick out of the traps offering people training on the various social media platforms and when it came to our own clients we were doing our very best to get them up and running and fully embracing this new and exciting medium.

I remember at that time when we devised marketing plans for prospects, complete with a range of different tactics to achieve their objectives, we would always have social media as one of the first tactics to discuss. After all it was free, it was new and it provided another great way to reach their target audiences but in a special and unique way demonstrating the personality of the organisation and those working there.

We discovered very quickly that we shouldn’t have social media as one of the first tactics because with many people we presented to you could visibly see the “shutters coming down” and we would lose their attention.

Quite simply they didn’t want to hear about this ‘new fangled’ thing called social media.

As usual there were a few who broke from the pack and made it work really well for them and bit by bit the word spread that social media could be great for business.

We find ourselves 10 years down the road and with many people, the whole thing with social media has flipped.

In many cases now, prospects call and their request is for Digital Marketing and they don’t want to hear anything about other forms of, let us call it ‘Traditional Marketing’ … the way it used be in the old days!!

So, where are we and where should we be on this Digital to Traditional spectrum?

While digital is great and on the face of it, very measurable, the truth is the social media platforms are overloaded with low quality content, the algorithms have squeezed the life out of “organic” (non paid for posts) and to reach your audiences you must invest in advertising, which is increasing in cost all the time.

The resulting problem that we face is that your social media post, that you have had to resort to putting budget behind now appears as a “sponsored” or “promoted” post and has effectively just become an advert of sorts.

However, social media is very powerful as it allows you demonstrate your personality in a way that other media can’t, it allows you to interact with other users and when you are advertising, it does allow you to target very precisely, depending on the type of audience you need to reach and the social media platform that you are using.

When we talk about Traditional media I am talking about PR, print and outdoor advertising, direct marketing, events, sponsorship and I even include email marketing in this boat.

All of these methods for reaching your audience can be really effective and depending on your objective they can be powerful ways of generating brand awareness or generating leads.

And we have PR sitting in the middle of all of this activity, that art and craft of getting your organisation covered positively in the media, which can be in print or online – at this stage it really doesn’t matter which, as long as you are able to reach your target audience. PR kicks in as well, where the objective might be to try to keep an organisation out of the media or to navigate it through a time where there might be a situation, which could potentially damage their reputation and business.

Trying to cope with all of this can be very difficult, so it’s very important to know your audience and figure out how you can reach them – rarely is this a silver bullet situation with one audience and one perfect method of reaching them.

For example attracting the attention of talent could be just as important to the organisation as selling goods and services to customers.

All paid for media (advertising) comes from the organisation and our savvy consumers know this and as a result may not believe the “sales pitch”.

The sales pitch becomes much more believable when there is some form of 3rd Party verification, which could be an article by a journalist or a review by a customer.

In effect, PR can be the valuable trigger in the middle that increases the return from both advertising and other forms of promotional activity, social media and other online activity, because the customer is more convinced because of this third party verification that we referred to.

So … what’s the magic formula for success?

It’s knowing your audience, figuring out how to target them, choosing that mix of Digital and Traditional tactics to reach them effectively and then carefully monitoring the results to figure out what worked and what didn’t.

While digital marketing can provide great analytics and stats, be careful that you don’t avoid traditional activity just because it’s not as easy to measure.

As a full service agency it is our role to create fully integrated campaigns with that special mix that we believe will deliver optimum results for our clients.

By carefully planning, coordinating, weaving and executing all of these elements together, we believe clients will get an exponential return on their investment. So can you !

If we can help you let us know!

The very best of luck!….

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

Local Elections, old codgers and phone zapping…

May 21, 2019

Old codgers - Inniscarra Bar, Cork

We were in our local, the Inniscarra Bar, one of the most authentic old style pubs you will find in the country, part of that dying breed where the walls will talk warmly to you about everyone who has sat there before you and before them.

It was early on a Saturday evening and we were having a sneaky pint before heading home to cook some grub.

The two old codgers sitting at the bar sipped quietly on their  pints and every now and then there was some chit chat between them. One of the guys had a battle weary black dog with him who was busy going from one patron to the next, sniffing and being friendly.

For some strange reason there was a large election poster leaning up against the wall for one of the local candidates, Shane Fallon. I’m not really sure if this was a practical joke or if it was a serious election tactic by the candidate?!

Out of nowhere the two men got very animated and their conversation got louder and louder..

Those f##king posters are a f##king disgrace and they should be banned as they are ruining the environment

Wow….it went on..

Sure, don’t they have email and don’t they have the internet and..and don’t they have, you know yourself, can’t they just zap phones the way they do?

You are so right, a f##king disgrace!“, followed by lots of huffing and puffing and then back to their pints.

Were they right??  

It’s funny …just a few days beforehand I was standing in front of my Dublin Chamber Council colleagues presenting them an overview of our business sector.

To do this I reached out to many of the member companies, both large and small and looked for their feedback about trends in the sector.

A BIG MESSAGE was that there was a huge shift from traditional media to digital but this was loaded with a gentle warning that clients need to be very careful not to put all of their eggs into this one channel as you just won’t reach your audience in a way that your message will land.

As I walked back from the pub I noticed all of the election posters – who do I like the look of?

When I pushed opened the front door open I looked at the flyers that had been pushed through the letter box – who are you and what are you promising?

And if I believe you really care about the location I do expect you to knock on my door and chat to me.

I tweeted three of the candidates who had dropped in their literature and two responded. One just took herself out of the running!

It’s great that the old codgers got so animated about the environment (there probably should be a limit to how many they put up), but unfortunately a candidate who relies only on email (GDPR has that one squeezed to death!!) and zapping phones (I’m taking this to mean social media) will not be successful.

The candidates need to integrate their social media with their traditional media and however they manage it, they need to be recognised, liked and if possible connect in some real way with the voters.

Get out and vote this Friday!!

Greg 

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland

When losing can actually be winning !!

March 22, 2019

Nelson Mandela - Winning and Learning

A really big potentially lucrative and very complex prospect came our way and like every prospect you must assess how much time and work you need to put into the plan between the:

  • Initial briefing
  • Background research
  • Brainstorming ideas and approaches
  • Writing the plan
  • Getting it ready visually
  • Rehearsing the pitch
  • Presenting the plan to the prospect

This one was really big and our ambitious team decided to go for it and they dug very deep spending days and nights working on the plan until the day came to present.

A big challenge here is that this work must happen alongside the normal client work, which helps to keep the lights on after all!

Apparently of the five agencies that were invited to pitch, two had withdrawn from the process and we were one of three who were remaining.

Our guys made their presentation, which they felt went really well so their confidence levels were up and then the anxious waiting and very painful period begins.

A strange thing happens when these prospects come to you – at the beginning it is a simple case of ‘will we or won’t we‘ and other than the possibility of a new client there is no emotional investment at this time.

At the point of presenting when you have poured heart and soul as well as bucket loads of time you are totally invested in the result with a huge emotional investment in the result.

The news came though via a very polite call from the prospect…

We didn’t win, we came a close second!!

We were the personal choice of the person who called us but someone more senior voted for another service provider, a mammoth of the consulting world.

While this was a disappointing loss in particular for those in the core team who worked on it, I explained to them genuinely that I believed it was really a win.

Nelson Mandela made a famous quote: “I never lose, I either win or I learn

Taking Mandela’s inspirational quote we did learn but we also won – our team had a chance to demonstrate two of our Core Values, they were Ambitious and they were Brave, they had the opportunity to showcase the deep expertise in our team and they had the joy of working closely together, even when there was a good chance the odds were stacked against us.

On our Fuzion Friday (we go for lunch every Friday with the team) we toasted our Dig Deepers, our true winners!

Bravely onto the next big challenge…

Greg 

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland


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