Super Bowl: A marketers blessing and a curse

The 58th Super Bowl takes place in Las Vegas this Sunday as Kansas City Chiefs take on the San Francisco 49ers. The Chiefs and star quarterback Patrick Mahomes head into game slight underdogs as they look to win back-to-back Super Bowls. However, off the field there will be an arguably even greater battle with brands fighting against one another to grab viewers attention through well-orchestrated advertising campaigns.

When it comes to marketing, there are not many bigger events to showcase your brand and products than the Super Bowl. The Super Bowl brings you the audience but it comes at quite the cost. It is estimated that a 30-second commercial spot during this year’s game costs about $7 million. That’s a lot of dough for just 30 seconds!

While a Super Bowl commercial guarantees you over 100 million viewers and huge exposure for your brand, companies and their marketing teams will also want bang for their buck. This means coming up with impactful advertising campaigns that resonate with the consumer watching at home, which is easier said than done which all marketers will be aware of.

ARLINGTON, TX – FEBRUARY 06: A Doritos ad is displayed on the screen during Super Bowl XLV at Cowboys Stadium on February 6, 2011 in Arlington, Texas. (Photo by Tom Pennington/Getty Images)

As Super Bowl ads get more expensive every year, it is no longer financially sustainable for companies to just take out commercial advertising for the Super Bowl. What we increasingly see is that companies are taking a two pronged approach to their Super Bowl marketing campaigns. This consists of both TV commercials and digital advertising, often through the various social media channels.

TV commercials allow companies to hit many consumers immediately and all at once. Digital advertising provides the opportunity to target those same consumers online many times, both before and after the game, to further increase brand awareness and enshrine brand identity in the minds and even sometimes in the hearts of the public.

Now let’s get into the marketing campaign itself.

Brands can struggle with what tone they should take for their Super Bowl advertising. Is it better to take a fun and upbeat tone that may provide a moment of relief during what can be an intense sporting event for football fans or will a more hard hitting campaign with strong emotions and drama resonate with audiences greater?

Typically, companies tend to keep campaigns light hearted and fun. For example, this year Ferrera Candy Company has teamed up with TikTok content creator and now movie star Addison Rae to promote their Nerds brand. For those of you who don’t have a sweet tooth, Nerds are pebble-shape neon coloured candies. The aim of this campaign is cross generational appeal.

Addison Rae rose to fame on TikTok for her quirky dance videos and has now amassed 88 million TikTok followers and over 30 million Instagram followers. The Nerds Super Bowl ad campaign involves an initial 15 second teaser video of Rae in a dance studio trying to train the unidentified star of Nerds’ big game commercial, which is set to the song ‘What a Feeling‘ by Irene Cara. 

This is then followed by a longer 30 second commercial which presents Gummy, a brand persona created to resemble the company’s Gummy Clusters product. The personification of the distinct taste combination of both crunchy and gummy in a single candy piece is achieved through the character. The commercial then returns to Rae, who is seen eating Nerds on a sofa with joy.

Rae is an ideal choice for this advertising campaign because her fanbase would be Gen Z and this audience is the core target market of the Nerds brand. Meanwhile, the song choice of ‘What a Feeling’ by Irene Cara will resonate with older audiences as this is a song from the classic film Flashdance. This helps to create the cross-generational appeal that was mentioned above.

This is Nerds first-ever Super Bowl advertising campaign in its over 40 year history. The Nerds marketing team would have spent a lot of time working on this campaign in order to perfect the right approach that promotes brand awareness and also entices consumers to buy their candies. Like with all major marketing campaigns that are consumer focused, the success of this campaign will be measured by whether there is an uptake in sales of the candy following the Super Bowl.

If not, the suits at the top of Ferrera Candy Company will more than likely question the approach taken by the Nerds marketing team. If so, the campaign will be a success and the marketers at Nerds will be celebrated for their work.

Hence, reiterating the title of this blog that the Super Bowl for marketers can be a blessing and a curse!

Dylan

Dylan Morley is a senior account executive with the Corporate Communications and Public Affairs team at Fuzion Communications.

Pairc Ui Chaoimh – Do we care about a name change?

What’s in a name?  

Well, everything!!

It has been widely covered lately in the news that the famous Pairc Ui Chaoimh in Cork is considering a substantial partnership with the supermarket giant SuperValu as a title sponsor.  This potential deal includes changing the name to ‘SuperValu Park’. While I’m not going to offer my opinion one way or the other about this name change, I will say this – when considering a Brand Name it is crucial to remember that the name is just as important as the item being named.

The name is the very first introduction to any business or product, the same way as when we meet people for the first time we usually say something like “Hi, I’m […] nice to meet you”.  

In business terms, the name of a business or product has to be memorable (for the right reasons) and have a meaningful connection to the offering or its heritage. In some cases, using an abstract word or even coming up with a completely new word can work really well, for example Accenture (a hybrid of Accent and Future) or Facebook or Google. This approach can be very effective when the business is offering something totally new or is evolving into new markets.  

When it comes to renaming something that has been in the public domain for decades, loved by them, supported by them and has a place in their special memories, the new name needs to resonate. While the general public do not own the physical Pairc Ui Chaoimh, they do own its brand … that exists in the hearts and minds of the people who know it.

A few years ago, Tayto Park announced the end of their title sponsorship with Tayto. A new funding partnership could have meant a new title sponsor. They chose to name it Emerald Park, referencing Ireland’s ‘emerald Isle’ reputation and the lush green impressions that County Meath has.  

The name resonates with people in Ireland and helps appeal to international visitors. Instead of doing a deal with a title funding partner, they took the approach of using a name that was not tied to one specific company, instead they set about partnering with multiple funders in different ways. In my opinion, this was a sensible approach. Even if it’s not what they hoped for at the time of the change, in the long run it opens up more opportunities and flexibility and could prove to be more effective, time will tell.

With Pairc Ui Chaoimh, I see both sides to the story – the SuperValu deal is worth €250,000 a year to the park, which is very attractive, but at the extremely high cost of it’s name?  Surely partnering with three or four large organisations, who could provide €80,000 each and be the key supporters of an important public amenity with a name that is neutral and iconic, would not be out of reach?  It would be more affordable for the sponsors, and generate more revenue for the park.    

Maybe all of this has ben tried and the naming rights of the stadium was the only thing that sponsors were willing to place that kind of value on?

The other controversial subject matter is the concept of large commercial enterprises seizing opportunities to put their brand names on public treasures – is this too commercial and should some things not just be left well enough alone?  Big sponsorship deals can still be very worthwhile for both parties using other various ways of marketing and building their brand awareness. 

Changing a brand name is a great way of indicating change to the world.  On hearing it alone, a brand name should give some indication, even if it is a bit of a stretch, of what the product is and what it’s all about. It should be meaningful.  

Pairc Ui Chaoimh was named after a former Director General of the GAA so it has meaning and resonance. Can the same be said for ‘SuperValu Park’?  I’m not sure.  

Whoever does end up being the key funding partner for the park, whether that be one or multiple sponsors, I just hope they name it something that has meaning and connection to the supporters, visitors, locals and the general public as a whole.  

Or, here’s a thought, even with new partners, does the name need to change at all?

Paul

Paul Ruane is Head of Brand with Fuzion Communications who operate from offices in Dublin and Cork

The Triumphs, Challenges, and Branding Brilliance of the Tiger Woods and Nike Brand Partnership

In the ever-evolving landscape of sports marketing, certain partnerships stand out for their enduring impact, and the collaboration between golf legend Tiger Woods and sportswear giant Nike is undoubtedly one such example. Over the years, this alliance has weathered storms and celebrated victories, shaping not only the narrative of the athlete but also leaving an indelible mark on the brand. As we bid farewell to this iconic partnership, it’s a moment to reminisce about the journey that not only redefined sports marketing but also significantly bolstered Nike’s brand perception.

The Tiger Woods and Nike journey began in 1996 when the young golf sensation transitioned into the professional realm. Nike foresaw more than just a golfer; they recognised a transcendent figure capable of propelling the brand to unprecedented heights. The inauguration, marked by the “Hello World” campaign, laid the groundwork for a powerful connection that would capture global attention and set a precedent for the future of sports marketing.

The Ups
Breaking Barriers – Tiger Woods, with his unparalleled talent and charismatic aura, transcended the boundaries of golf and race. Nike, with its “Just Do It” ethos, found a perfect synergy in Woods, embodying the spirit of relentless pursuit against all odds. Together, they shattered racial barriers, establishing a connection that went beyond the fairways.

Dominance on the Course – The Tiger-Nike partnership reached its pinnacle during Woods’ dominance in the late 1990s and early 2000s. Securing multiple Major victories, including the historic 1997 Masters win, Woods solidified his position as one of the greatest athletes of all time. This era not only showcased his prowess but also underscored Nike’s association with excellence.

Innovative Endorsements – Nike’s marketing brilliance came to the forefront with innovative strategies. The creation of the iconic “TW” logo, the introduction of the Tiger Woods signature golf apparel line, and the emotionally resonant “I Am Tiger Woods” campaign displayed a profound understanding of how to leverage an athlete’s persona for brand success. These endorsements became synonymous with cutting-edge sports marketing.

The Lows
Personal Challenges – The partnership faced a significant test in 2009 when Tiger Woods’ personal challenges became a media spectacle. This period demanded a delicate balance between acknowledging Woods’ personal struggles and protecting the brand image crafted over the years.

Injuries and Performance Decline – Woods endured a series of injuries that impacted his on-course performance, leading to a decline in his dominance. This challenging period posed a dilemma for Nike, as the association between the athlete and the brand had become inseparable from the concept of victory.

Strengthening Brand Perception
Resilience and Redemption – The turning point came in 2019 when Tiger Woods staged a triumphant comeback at the Masters. Overcoming years of personal and physical setbacks, Nike seized this moment for narrative redemption. The “Never Stop Chasing” campaign celebrated not just Woods’ resilience but also aligned seamlessly with Nike’s enduring commitment to overcoming challenges.

Humanising the Brand – The partnership allowed Nike to humanise its brand by acknowledging the flaws and vulnerabilities of a sporting icon. This authenticity resonated with consumers, offering a glimpse into Tiger’s journey—the highs, the lows, and the ultimate redemption. It transformed Nike from a distant corporate entity into a relatable brand with a human touch.

As the curtain falls on the Tiger Woods and Nike partnership, it leaves behind a legacy that transcends sports marketing textbooks. This collaboration showcased the transformative power of aligning a brand with an athlete who embodies not only athletic excellence but also the resilience of the human spirit. Nike’s ability to navigate the highs and lows of this partnership, turning challenges into opportunities for growth, exemplifies the brand’s agility and unwavering commitment to its core values. The Tiger Woods-Nike story stands as a compelling chapter in the history of sports marketing, illustrating how a brand can thrive amid adversity and emerge even stronger on the other side.

Lolly

Lolly Cleary is Head of Design with Fuzion Communications, who operate from offices in Dublin and Cork

The Alix Earle Effect – Why is she so popular and how is she maintaining her success?

Why is she so popular and how is she maintaining her success? 

Alix Earle is the 2023 ‘It Girl’ and has taken the influencer world by storm. She is one of the fastest-growing influencers on TikTok, and her response to her rise to fame has shown she was made for success. 

What started off as standard ‘outfit’ posts, short vlogs and ‘Get Ready With Me’ (GRWM) videos has seen her jump to over 5.8 Million followers on TikTok with over half a billion likes on her videos, in just three years. With one video, she has sold out products online, like the Drunk Elephant D-Bronzi Drops, and has drastically increased sales of white eyeliner worldwide – who saw that one making a comeback?! But that is the power of her influence. 

One thing we have learned over the last couple of years is that the influencer industry is significantly oversaturated. We often see influencers popularity peak only to quickly dwindle again as the next big creator comes along. 

But Alix Earle is different, she has been peaking now for almost a year. How has she excelled in the last twelve months, and more importantly, how has she managed to sustain that peak and remain one of the most popular influencers throughout 2023?

Relatability 

People love Alix because they see her as relatable. Now, it must be acknowledged that there are significant factors of her life that are far from relatable to many, like her obvious privilege and blessed good looks. However, as she says herself, she likes to ‘keep it real’ with her audience. Alix has found the key to maintaining relatability despite her affluence. 

When Alix really began to build her audience last year, she was a typical university student (at ‘U Miami’) going out with her friends, going to classes, and essentially, living her life as any 20-year old would. She is very open about her journey with acne and posts content around her struggles with her skin, which so many of us can relate to. It is through this relatability that Alix truly found and grew her audience

The mistake we see influencers make all of the time is that they start off posting relatable content and build their audience. When they start building a following and making more money, they start to only post outfits that are head to toe in designer and snippets of the new lavish lifestyle they are living, which most of us would consider beyond our means, resulting in a drop off in engagement. They are no longer relatable!

Authenticity 

Despite all of her brand deals and luxurious experiences, Alix is authentic in everything she does, and that’s what her followers appreciate. She is completely transparent about her life experiences and struggles with cystic acne and her anxiety, and has also spoken openly about any cosmetic treatments and procedures she has had done. 

Most importantly, Alix isn’t afraid to remind her followers that social media is fake, and not everything she shares about her life is as perfect as it may seem. I’m sure you’ve heard your favourite influencer utter the words ‘social media is just a highlights reel’ but Alix takes this phrase to a new meaning. Alix gets into the nitty gritty of how social media isn’t a realistic representation of someone’s life, and shows before and after videos of how she used to conceal her acne with makeup and admitting she used to use editing apps to change her appearance. Influencers take note – admitting to this is being authentic! 

Consistency 

As we have seen over and over again with influencer marketing, the key to success is consistency. At this stage, Alix knows what content her followers want to see from her – she plays to her strengths with her main content consisting of GRWM, outfit videos and vlogs/day in the life content. 

While you can know your niche, you need to make the most of it to succeed. Alix is the perfect example of consistency. You can be sure that every night she goes out there will be a GRWM posted in live time on her TikTok account, and when attending the high-profile events we could only dream of being invited to, she is posting live from there. She consistently engages with her audience and interacts with them regularly – you will never see the comment section of her videos not have replies from her to multiple followers. 

She also consistently speaks to the camera, allowing her to successfully engage with her audience and build a parasocial rapport with them – making them feel like they’re one of her gang!

#WWAED 

Alix is so popular, that we have even seen hashtags trending and merchandise created with ‘What Would Alix Earle Do?’. 

One thing she does well, that is a key contributing factor to her success, is that she uses her platform for good. As well as raising awareness about acne and anxiety on her platform, Alix is also giving back to her community. 

After graduating from the University of Miami this year, a place which she acknowledges has played a crucial role in her journey so far, Alix has established a scholarship in her name which she is funding to provide significant financial assistance to outstanding students in the field of business – Impressive right?

Alix’s relatability, authenticity and consistency is what is keeping her at the top of the game. She hasn’t let the fame and status go to her head – and it shows. Having joined Alex Cooper’s new Unwell network, she now has an even more elevated platform and appears destined for new heights. 

Next week, she launches her new podcast, ‘Hot Mess with Alix Earle’.

Will you be tuning in? I know I will!

Mary

Mary O’Mahony is an Account Manager with Fuzion, a full service Brand Communications agency operating from offices in Dublin and Cork, Ireland 

Tour De France, tour de force.

You may not be a Tour De France fanatic, but I bet you can guess what colour jersey the winner wears?

Take a second…

You got it, right? Yup – it’s Yellow! Or Le Maillot Jaune, in French.

But what if I told you it hasn’t always been this way?

120 years ago in the first ever Tour of 1903, the winning rider, Maurice Garin, wore a green armband to signify his place at the top of the pile.

It wasn’t until 16 years later, in 1919, that Eugène Christophe became the first rider to wear the yellow jersey.

In the first post-WWI race, Henri Desgrange a newspaper publisher and the actual creator of the Tour de France (and by now race Director), wanted a way to make the race leader stand out more to both riders and spectators alike.

Out went the green armband… and so began one of the earliest sponsorship activations in the world – with his paper L’Auto, then printed on yellow paper, inspiring the colour of the leader’s jersey.

This tradition has remained ever since, and Le Tour remains a great place to look to for clever sponsorship activations. Teams are all named after their sponsors and it remains an incredibly strong way to put a brand front and centre to a global audience (Forget the World Cup, the Tour is bigger!).

But while billions are spent by brands sponsoring sporting events, so many of them are happy to let the billboard, the jersey or the photoshoot do the work.

I’ve always felt a creative and unusual activation is necessary to back up basic sponsorship spend – and it’s time we move on from the ‘spoken word’ slow-mo stories that seem to have become a first stop for many over the past decade and a half.

People are tiring of overly saccharine creations, and demand something more authentic, something that *really* conveys what the magic of ‘their’ event is all about – something they can relate to as fans.

Step up Škoda Auto, a brand that’s celebrating 20 years of sponsorship in the Tour De France. With agency Fallon, they decided that if they could not take british cyclists to the Tour de France, they’d bring the excitement of Le Tour to a popular Sunday cycle route in the UK – giving these everyday cyclists the thrill of the peloton.

They dressed the last segment of the route to look exactly like a Tour stage, with the Race Director’s iconic red Škoda Enyaq, French road signs, the infamous Tour de France devil superfan Didi, rowdy fans and messages of support chalked on the road.

There was even an official finish line and podium, with post-race interviews!

This was all done to celebrate Škoda’s 20 years involvement, and it was built as social-first content. It will run alongside sponsorship idents on ITV (for both Tour de France and Tour de France Femmes) and it gets the #KingOfActivations jersey for me.

Maybe the next time you’re thinking of putting a name on a Jersey – think of the yellow one, and how it’s important to always think one step beyond. Putting money into Sponsorship is a fool’s errand, unless time and creativity is put into taking the activation to that next level.

Ciarán Ó Raghallaigh is a Senior Account Manager at Fuzion Communications, a full service Marketing and PR agency with offices in Dublin and Cork, Ireland. We help businesses with their brand development, creative advertising & sponsorship activations.

Content Marketing – Does Your (company’s) Shoe Fit?

By Dylan Morley

In recent years, we have seen a shift away from traditional marketing and toward digital marketing. There are many new marketing techniques, with content marketing (CM) becoming one of the most important. CM is starting to replace traditional marketing, as customers become more and more aware of traditional advertising and expect new approaches from businesses to catch their attention and entice them to purchase.

According to the Content Marketing Institute: “CM is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” 

Within the context of digital marketing, CM refers to the creation of entertaining and/or informative content that does not explicitly advertise a company’s products or services. When we talk about CM, we can refer to anything from a simple video, blog or article to larger content such as webinars. With this type of content, educational value is also important to consider.

Given that it is free, this information service differs from traditional information institutions or settings. This is because it occurs online and online content consumers expect information to be free – this is the internet’s central allure for many. When you walk into a store and choose a product to buy, the only information often available to us is located on the product/packaging or, if we’re lucky, an employee who can provide us with further information. However, these specifics may only include information such as the price, technical specifications and so on. What content marketing allows companies to do, is to provide additional information like how to use the product, where to use it, etc.

One company that provides entertaining content marketing to its customers is Footaslyum. The UK high-street retailer specialises in sports trainers and apparel for men, women and children. However, their target audience is young people, especially men, between 18 and 25. Footasylum targeted this audience by creating content with social media influencers ‘Chunkz’ and ‘Young Filly’ who are hugely popular figures among their core demographic. 

The content marketing strategy was simple; a 10-15 min YouTube show starring Chunkz and Young Filly called ‘Does The Shoe Fit?’. The premise of the show is that the duo would go on a series of speed dates with attractive women that would often lead to humorous outcomes. However, while on these dates, the other show presenters can watch live and commentate on their co-hosts dating performance. Guests also formed a major part of the show as Chunkz and Young Filly would often be joined by other high profile influencers including former Love Island contestants. 

Footasylum’s content marketing strategy was a major success with some episodes of the show racking up over 7 million views on YouTube. The online show went on for five seasons and while it came to end in late 2021, funny snippets still appear across social media feeds especially on TikTok, giving the content even further marketing longevity. 

The success of ‘Does The Shoe Fit?’ is a lesson to brands and companies that audiences are tired of the hard sell. Nowadays, marketing should and can be about more than just your product or service. If content marketing is not currently part of your marketing strategy, then you are almost certainly missing out.

Dylan Morley is an Account Executive at Fuzion Communications, full service marketing and PR agency, with offices in Cork and Dublin.

Google wants its AI to take over your marketing

For anyone who is running any Google Ad campaigns you will probably have seen the big shift in Google behaviour over the last couple of years.

Basically, they are encouraging you the customer, the marketer to get out of the way and let their AI take over!!

We’ll allocate your budget for you..

We’ll choose the copy for your adverts..

We’ll come review what you are doing, make recommendations for change and then to make life easy, we will even implement them automatically!

All of this is “cloaked” in a “your campaign results will improve“

This was the message I received today for one client campaign:

Unlock your account’s full potential
Opt in to automatically apply recommendations to help you reach your goals by applying the right recommendations at the right time.

We’re here to help you reach more of your marketing objectives
Our Google Ads team understands the dedication it takes for businesses like yours to succeed. That’s why you can automatically apply recommendations – which makes sure that you’ll never miss an opportunity to reach potential customers by regularly applying tailored recommendations to your account.

They understand the “dedication” it takes for businesses like yours to succeed – really??!!

and…that’s why you can automatically apply recommendations….I love the logic!!!!

Press “yes” at your peril, because before you know it, you won’t know whether you are coming or going, your adverts will be applied randomly and the only certain thing will be the amount you are spending, and certainly not how you are spending it.

Our advice is

• understand your objectives
• understand how each of the Google features work
• carefully apply these, in full knowledge of what you are doing and why
• stay in total control of your messages and budgets
• review your results carefully and adjust campaigns accordingly

Along with your SEO work, Google Ads are a brilliant, powerful way to generate excellent leads for your business, but please please stay in control.

We don’t want to hand even more control to Mr. Google!

If you need us to help you, you know where we are…

Greg

Greg Canty is a partner of Fuzion Communications and he heads up the digital department, providing web optimisation and Google Ads services to clients.

Stout talk and “target audiences”

I do love my pint of stout and as someone who has worked for Guinness and for a subsidiary of Heineken, who produce both Murphy’s and Beamish in Cork I think I am in a position to chat about it!

During lockdown I think enjoying a creamy point of stout in a pub with friends was quite possibly the thing that I missed most of all and was most grateful when we were able to return to our favourite local.

Where I live in Ballincollig in Cork I am blessed to have the White Horse Bar, Restaurant and Music Venue just down the road from me and a little further away, and on a tricky narrow road we have a wonderful “old man” pub called the Inniscarra Bar.

To stay Covid extra safe Kay, the very lovely proprietor of the Inniscarra Bar tried her very best to keep serving outdoors as long as possible complete with a little canopy and an outside fire, and even outdoors the regulars quickly had their regular seats, just as they would have had inside.

On one particular Thursday night I slipped down there with my fantastic neighbour, Brian for a couple of pints and we sat on a bench outside,

I asked for my pint of choice ‘Murphys’ to be advised against it by Kay who warned that it wasn’t pouring too well and I would be better off with either a Guinness or a Beamish. Two of the regulars overheard our conversation and remarked that the demise of Murphy’s was a sad state of affairs as it was always known as a “Murphy’s House”.

For me, it’s crazy that this could happen in any pub in Cork, but I wasn’t surprised as I hadn’t noticed any activity around this brand in quite a while.

A few days later while doing my grocery shopping in Dunnes Stores I noticed Murphy’s Stout cans on the shelf with new horrible (at least to me) purple and pink branding.

“What in the name of god are they doing with that fantastic brand” I thought to myself and I wondered what the logic was behind this garish change.

That weekend I was chatting with my soon to be son in law, Mark and the conversation turned towards the new Murphy’s can. It turns out it wasn’t just me felt this way and this young man also hated the new branding – the beauty of the old brand is that it carried weight and some class and was confident, self assured and rooted in tradition, but this?!

Our first world problems!

A few days later while in town getting my hair chopped I happened to bump into an old buddy of mine who works for Heineken in Cork. I hadn’t seen him for an age so we had a great chat and before he left I had the opportunity of asking him what the hell was going on with Murphy’s!

I told him about the Inniscarra Bar experience and gave him my feedback about the new branding on the cans and after a while he turned around to me and said..

“Ah….you are not our target audience!“

That put me right in my place and we finished up our conversation and on my way home I reflected on what he had said to me and the sad fact that I was now 56 and thought yes, I was probably no longer the target audience, possibly no one’s target audience!

I thought some more and it started to bother me.

While you might make changes to your brand to appeal to a “new” audience, maybe you should first consider the fools who actually do ask for it and figure out what they like about it, as there might just be some valuable nuggets worth holding onto and the build from these.

Target audience my arse…!

Greg

Greg Canty is a Partner of Fuzion Communications who offer Marketing, PR, Graphic Design Podcast Production and Digital Marketing services from our offices in Dublin and Cork, Ireland

Buy a Newspaper..

I was delighted to get a call from my local newspaper recently to let me know they had returned from their Covid 19 closure, and asking me if I had any stories for their next issue.

The local paper has always been the ultimate in county pride – getting the graduation picture in the local rag was bragging gold dust for many’s a mammy and daddy!

Regional media is the community cornerstone, the pulse of the town but Covid 19 has changed the media landscape forever.

It was the final nail in the coffin for many local and regional newspapers that were already just barely surviving. Many were forced to close, simply because there was no advertising and zero revenue. It left many journalists unemployed.

It is fantastic to see some return, but devastating to know that several never will. What a gaping hole those well-loved local newspapers leave.

The local newspaper is one of the most valuable media outlets, as well as one of the most credible. It tells the story of a local audience from an insiders perspective.

No Facebook, Instagram or Twitter will ever be able to do this.

The role it plays is essential to our society, our culture, and our democratic reporting. The free press are the gatekeepers for our democracy. With the rise in fake news, the press has never been more important.

But, we must also remember the reality that local newspapers are also businesses.

They must make a profit to stay alive. And they won’t make a profit if their value is not seen, including their advertising value. Advertisers won’t see their value if the public and the local audience don’t read the paper.

Buy a newspaper. Our democracy depends on it.

Ciara

Ciara Jordan is an Account Director with Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing Agency with offices in Dublin and Cork, Ireland.

Twitter Advertising?

I’ve just received some “useful advice” from Twitter about an ad campaign we kicked off last week for a client as well as some performance data.

 

It kindly suggested that we should be running more variations of the creative and also that we should consider adding video as an option.

All great advice Twitter… thank you.

Now Twitter some advice back at you..

We took an hour and a half to run a simple advert on your social media channel that broke our hearts. It is clunky, inefficient and wasn’t working and for no good reason.

It worked in the end … not because we did anything different, but we kept doing what we were supposed to be doing in the first place and it eventually worked.

Considering the budget we were spending on a mini “test campaign” our time spent on it was definitely not worth it and the very painful experience left two of us very frustrated and vowing… never again!

More creatives, add video.?.. as I said, great advice, but we didn’t have a whole day to run a simple advert!    

If your target audience is on Twitter, think long and hard about alternative ways of reaching them and if you do go ahead give yourself an age to create your campaign.

I had no intention of writing this piece but the helpful advice was a straw too many..

Phew..

Greg

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