Archive for the ‘Marketing’ Category

“The strength of the team is each member. The strength of each member is the team.”

August 14, 2017

Pippa O'Connor and Brian Ormond at the Opening of The Oyster Bar

Nearly two weeks we had a fantastic night at the highly anticipated launch of the iconic Oyster Tavern, in Cork, just alongside the just as iconic, English Market. The launch welcomed a sea of famous faces and the ‘who’s who’ of the Irish social scene and sports world descended on Patrick Street to toast the new bar.

Stars such as Pippa O’Connor and her husband Brian Ormond and rugby legend,  Peter O’Mahony all donned the red carpet on the night and enjoyed an evening full of surprises as the new Oyster Tavern was finally revealed after a €1.5 million makeover.

However behind every fantastic event is a truck load of hard work, which at the time can be stressful and overwhelming but when it pays off, it is so worth it.

The last two/three weeks in the lead up to the highly successful event there was a huge amount of organisation and to-do lists to be completed and it meant that it was all hands on deck in the lead up to the event and on the night.

I really really enjoyed working on the event with the Oyster Tavern team (what a great team of people) but I couldn’t have done it without the help of my own Fuzion team.

We do event management day in, day out, from large scale high profile events such as the launch of The Oyster Tavern, the launch of One Albert Quay, the launch of Dunnes Stores, Simply Better Cook with Neven range and the launch of Nano Nagle Place to smaller scale ones such as the Summer Food & Craft Fair in Manor West Shopping Centre & Retail Park and the Official Public Dedication of the Kindred Spirits memorial with the Choctaw Nation.

In order for these events to run smoothly there is normally an account manager who takes the lead (which in this case was me) but we do depend heavily on the rest of the team to jump in when necessary and I have to say the team here at Fuzion had my back every step of the way with this launch.

They helped with invites, planning, media, and event management not to mention endless cups of tea, and on the night they came out in force to support the event and support me with any help I needed.

It was a night I felt proud to be part of such a solid and fun team.

“The strength of the team is each member. The strength of each member is the team.Phil Jackson

Edel Cox - FuzionEdel

Edel Cox is a PR Account Manager with Fuzion Communications who are a Marketing, PR and Graphic Design firm with offices in Dublin and Cork

‘Great Taste’ and all the other things that flavour what we eat or drink

August 3, 2017

The Great Taste awards, described as the ‘Oscars’ of the food world are organised by the Guild of Fine Food.

They are the acknowledged benchmark for fine food and drink, and when a consumer sees the Great Taste logo on an item it is a sign that they will be buying a great tasting product.

This year (2017) Food and drink producers entered 12,300 products with 4,347 earning 3, 2 and 1 star ratings of which 444 originated from Ireland.

Overall just 165 products earned a 3 Star rating and 1,011 a 2 star rating with Irish products well represented in both of these categories.

PatWhelan, james Whelan Butchers - Great Taste Awards

The Golden Forks (the big winners) will be announced at a celebration dinner at the International Park Lane Hotel, London on the 4 September.

Great Taste, values taste above all else, with no regard for branding or packaging. Whether it is gin, biscuits, sausages or coffee being judged, all products are removed from their packaging, wrapper, jar, box or bottle before being tasted. Furthermore the judges have no idea the price that these products normally retail at.

It’s all about the taste!

The judges then savour, confer and re-taste to decide which products are worthy of a 1, 2, or 3 star award.

As you can imagine the judging panel is very illustrious and this year it included; chef, food writer and author, Gill Meller, MasterChef judge and restaurant critic, Charles Campion, author and Zoe’s Ghana Kitchen chef, Zoe Adjonyoh, baker, Tom Herbert, and food writer and baking columnist, Martha Collison, as well as food buyers from Fortnum & Mason, Selfridges, and Harvey Nichols.

These esteemed palates have together tasted and re-judged the 3-star winners and will finally agree on the 2017 Top 50 Foods, which will be announced in August, with the Golden Fork Trophy winners and the Great Taste 2017 Supreme Champion unveiled on the 4th September.

Just Taste!

Judging the food and drink products on their taste seems very fair and as you would expect – the packaging and branding is removed so that the judges are able to experience the products in their pure, true state, without any interference or bias.

Sunnes Stores - Sticky Toffee Pudding

When do we ever, truly taste anything?

The minute that award winning cake goes into a wrapper, it changes the taste for the consumer.

  • Once we see the packaging, the colours, the type of paper and the visuals, it changes the taste.
  • Once we see the brand name, it changes the taste.
  • Once we read where the product is made and we see the ingredients, it changes the taste.
  • Once the product is placed in a retail outlet, it changes the taste.
  • Once we see where it is placed in the store, it changes the taste.
  • Once we see some POS and the product displayed on a promotional stand, it changes the taste.
  • Once a price is put on the product, it changes the taste.
  • When the product is on special offer, it changes the taste.
  • When a well dressed sampling person invites you to taste a thumbnail of the product, it changes the taste.
  • When we see that the brand is endorsed by a well known personality, it changes the taste.
  • When we see adverts for the product in a newspaper, it changes the taste.
  • When we see adverts for the product in a glossy magazine, it changes the taste
  • When a respected food journalist tells you the product is superb, it changes the taste.
  • When we open the pack at home and we are in a great mood, it changes the taste.

Today’s consumer is influenced by everything they see, hear and taste. We are also influenced by a lifetime of experiences, good and bad, by our peers and we all carry with us a lorry load of biases.

With great products our job and the job of everyone else in the chain that brings the product to the consumer, is to make sure that person can actually ‘taste’ the product.

The Great Taste Awards and that big round logo that you will see on products will also help!

Congratulations to two of our clients, James Whelan Butchers and Simply Better by Dunnes Stores who scooped up Great Taste Awards, once again this year.

James Whelan Butchers are Great Taste 3-star winners with their Pork Lard, a natural and clear lard made from slowly rendered back fat, with a “fabulous long lasting and clean pork flavour” – it’s all about taste!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

Consistency is key

June 26, 2017

consistency - Aristotle

Consistent: acting or done in the same way over time, especially so as to be fair or accurate.

Consistency is one of my favourite words in the English language. I live by it. Do not be fooled, consistent does not mean boring, it means recognition.

Imagine every time someone asked you your name, you give them a different name.

Eventually if you are in a group everybody will be a bit confused. More so if someone calls you on the street – how do you remember every name you gave to people? People know your name because it never changes. The conversation changes, how you look changes but your name remains consistent.

This word alone is my bible in graphic design – Consistency.

All elements for your brand need to marry. They need to tell the same story, send the same message and the public need to know it is you. Every element of your brand from your logo to signage to the message you send needs to be consistent.

Be different, be you but be consistent about it!

Paul Wade

Paul Wade is part of the Graphic Design team at Fuzion Communications who have offices in Dublin and Cork, Ireland

 

 

Never, ever write a cheque to make yourself look bad!

May 16, 2017

James Bond Museum

I was doing a review of the marketing activities with a new home improvement client a few years back.

In the previous year, they had spent €15,000 on Google Adwords in the UK bringing the right search traffic to the website of their UK operation.

They weren’t convinced about how successful this investment was and they asked me to review the campaign.

The lack of success was simple to figure out because the €15,000 was being used to drive traffic to their website, which was outdated and made them look like an old fashioned, backwards operation. You could easily understand how this traffic was not converting because, like me, I am fairly sure that the people who looked at the website were not inclined to do business.

Not only were they wasting money but they were damaging their brand – an important and very simple SEO tip is to make sure you have a website that makes people want to do business with you!

My simple recommendation to them was to stop the campaign immediately, upgrade the website and then, and only then, start up the Google campaign again.

I was told that there was no budget for a new website and instead they decided to increase their Google Adwords budget in the hope that bringing, even more traffic would somehow improve the results they were getting from the previous campaign.

Whether it is..

– Advertising when your store is a mess
– Putting a cheap sign over your premises
– Paying for an advert and not designing it properly
– Getting cheap business cards
– Bringing traffic to an outdated website

..the message is always the same.

Never, ever, write a cheque to make yourself look bad.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

“I don’t want publicity this time but next time, yes… “

May 8, 2017

Rory McIlroy and Erica Stoll wedding

Looking at the media coverage of the recent nuptials of one of golf’s hottest properties Rory McIlroy, something struck me as odd, well less odd than the reported price tag of over half a million Euro spent on it, but still strange nonetheless.

There were no photos of it. The lavish four-day wedding was veiled in such secrecy that very few details have been or could be made public.

Reportedly, some of the steps the McIlroy’s went to stop leaks were anti-drone technology to stop them flying overhead and taking photos, people working at the event had to check in their phones and guests had to leave their mobile phones behind entirely, just in case one of them decided to ‘check in’ to the wedding of the decade or post a photo.

This all begs the question, where does the public interest start and finish when it comes to celebrities?

Rory for example, has sponsorship deals with Omega, Bose and has just signed a new 10 year deal with Nike valued at around €100 million. Publicising these, Rory can be seen sporting the new exclusive Omega watch and on the course, he is branded from head to toe in the newest Nike gear and is all too happy to pose for the cameras while wearing them.

To protect the couple, there was reportedly three levels of security around the grounds of the beautiful Ashford Castle and McIlroy’s management team worked overtime to ensure that the wedding details remained top secret from the large media entourage that arrived at Cong.

Ashford Castle staff, lauded for their discretion with the hotel’s celebrity clientele, even refused to make any comment on the wedding celebrations.

The phone hacking scandal a number of years ago ignited the question of how far media can go, and the recent demands of €1.5 million in compensation from Prince William over photos taken during a three-day break in a chateau in southern France in 2012, is bringing the topic of invasion of privacy of celebrities to the fore once more.

Prince William expressed his anger at the incident in a statement read to a court in Paris, where six media personnel, including three photographers, are on trial for alleged invasion of privacy.

In McIlroys instance, what would have happened if a ‘lucky’ photographer managed to get a snap of the happy couple in their finery – an invasion of privacy lawsuit?

I’m not saying that prying into the personal lives of public figures is correct or not, the question is, is it right that celebrities can have their cake and eat it too?

Patrick Jones - Fuzion CommunicationsPatrick

Patrick Jones is an Account Manager in Dublin with Fuzion Communications, Marketing, PR & Graphic Design 

Social media is easy, right?

April 11, 2017

Social Media Management

Social media is hard!

There I said it. I reckon this is what most people think but no one wants to admit.

Social media is meant to be the easy part of marketing. It’s free so it must be simple! No-one counts the time that has to go into creating, posting and monitoring the content that will represent you or your business on social media.

This is what scares a lot of business people away from using social media. They dip their toe in and then realise how much time is involved and step back. And when they decide to give it a second chance everything has changed!

But it doesn’t have to be that hard – I promise.

Here are my top tips for keeping on top of your social media platforms:

  1. Create a social media marketing plan before you begin

Just like you would with a normal business plan you should create a social media marketing plan. This will help you set goals and decide which platforms you want a presence on. Doing this will set you up for success, and will allow you to avoid any social media mistakes.

  1. Create a social media content calendar

I swear by this.

It makes everything so much easier and helps you to stay organised and on track with your plan. By using a social media content calendar you’re able to figure out a social media content schedule that works for you. You can see and control how often you post and make sure you’re posting suitable content to the right platform.

  1. Engagement!

You must be willing to engage with people online. The main point of social media is to be social!

If people are asking questions about your business or your products, you need to respond to them. Even if it’s bad. Acknowledgement of an issue goes a long way and could stand to you in future.

  1. Know when to outsource your social media management

If you’re getting stuck with ideas for content or you just don’t have the time to properly monitor your activity, it might be a good idea to seek some outside help.

Whether it’s training or getting someone to take over your accounts, sometimes an outside perspective can be very beneficial. By working with an agency you get access to their knowledge and expertise about social media marketing which you can apply to your business.

Greg, our social media guru (he’ll hate me saying that!) is a huge advocate for not outsourcing your social media but even he will admit that outsourcing to well-briefed professionals is much better than doing it badly or not at all.

If this is you then give us a call!

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

 

 

 

My Crash Course in PR, Marketing and Design

March 17, 2017

Work experience

As my two favourite subjects in school are business and art I had a bright idea to apply to a marketing company for my weeks work experience. I was delighted to see that Fuzion Communications accepted my proposal to follow the employees around for 4 days!

I expected to be photocopying, filing and making coffee, which of course I wouldn’t have minded doing, but to my pleasant surprise it was the opposite. I was being asked did I want coffee and tea!

My time in both the PR department and the design department were both equally enjoyable.

In the PR department I learned a lot about using social media and not just newspapers to advertise businesses. Also, how not only is the article important, but the headline and the photographs are equally vital to grasp the reader’s attention.

On the Wednesday, Saidhbh, one of the PR team kindly let me shadow her on one of her trips out to take pictures for their social media posts. It was extremely interesting to see the ins and outs of PR and its not easy!

From my observation humour and sarcasm are the most prominent features in the design department, along with skill of course!

They know the computer keyboard like the back of their hand, they can also make a picture taken by a two year old look like a Caravaggio painting. The Photoshop tutorials were one of my favourite activities of the week.

Although I wouldn’t have the best IT background, with help from instructions and annoying Jonathan, the head of the design department with many questions, I wasn’t as shocking as I thought I would be at them.

I can safely say that this was much better than going back to my old primary school and looking after screaming children for a week even though that was also very eventful.

My experience here was great and much appreciated.

Kate D'ArcyKate

Kate D’Arcy, Transition Year Student

Twitter: @katedarcy1469

Well done to the very enthusiastic and lovely Kate who was a pleasure to have in the office for the week and a credit to her parents and her teachers. She rose to the challenge of writing a blog post that I put to her.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full service national agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

 

Fuzion Fast!

December 11, 2016

Mad Men

Hello!

My name is Marianne and I’m the Intern. It’s been 4 months since I started at Fuzion and the time has literally flown. That’s a common theme in Fuzion. I call it Fuzion Fast!!

One dreary Thursday morning after trawling online looking for work in graphic design I decided to narrow my search. I typed in ‘marketing’ ‘PR’ ‘design’ and came across Fuzion. Their work spoke for itself but it was really the Fuzion blog that held my attention.

I spent an hour reading entries by everyone who worked there, the tone of each one was warm and friendly and personable. I fired off a quick email, asking if they had any intern vacancies with only the smallest hope that I would hear back. 3 whole minutes later I got an email, from the co-founder herself who informed me they had a vacancy and that the Creative Director would be in touch. 8 minutes after that email I had an interview date for the following Monday afternoon. The Friday after I had a job offer.

Fuzion Fast!

At this stage I should point out that although I’ve just graduated, I returned to college as a mature student. Before that I had a steady career in Human Resources and experienced the usual highs and lows that working life entails.

What I found working at Fuzion was a new experience. Perhaps it’s because it’s a smaller company than I’ve worked in before but that still doesn’t necessarily explain the sense of comradery that I’ve found there.

Everyone supports each other and most of all the client is King (or Queen!). There are times when pure alchemy is at play as we literally make miracles happen to meet the needs of our internal and external clients.

‘No’ is not part of the Fuzion vocabulary. Don’t get me wrong there are times when we’re under the pump and the vocabulary can get quite colourful but there’s always a workaround or alternative solution to any given problem.

I work with the graphic design team who are more affectionately known as the ‘Colouring In‘ team, which isn’t a fair assessment of what we do – we also outline!

No two days are the same and I’ve been lucky enough to work on a variety of projects that have actually seen the light of day and received some pretty positive feedback from my boss and from clients. Each day is a new learning experience and I’m even learning to overcome obstacles such as quick commands and working with a Mac (#PCGirl).

Not only am I learning about the design world but because of where I work there’s exposure in marketing, PR and social media activities that are current and exciting and ultimately about people which is what Fuzion is all about.

My favourite weekly event is our ‘brainstorm’ meeting that gives everyone an opportunity to throw ideas into the pot about upcoming projects. No idea is a stupid idea. Even the humblest idea gets a hearing and can start a whole other conversation that might trigger a fantastic marketing or branding concept.

The experience is the closest analogy to any episode of Mad Men except that it’s lead by a larger stronghold of women and far less alcohol than you’d think!

As I sign off I’m reminded that 2016 is coming to a close and our Christmas party is about to begin. Of course it’s a Fuzion party and our pre-dinner hi-jinks will begin after lunch with what I am told are some fun and games to get us into the festive spirit.

I’m not sure what to expect which is par for the course but I’m hoping it’s the one time of the year that’s not so Fuzion Fast.

Marianne

Marianne Tierney is part of the Graphic Design team at Fuzion who have offices in Dublin and Cork

Without some “wow” it just won’t work!

July 12, 2016

Products with nothing specialI arrived there in torrential rain and entered a premises that lacked personality, that lacked anything. No pictures, no branding, no product displays…nothing.

There was a display on the wall with Certificates of Incorporation and some certs confirming a legal change from one company name to another.

I was politely ushered into a room and three people joined the meeting.

The new product was produced and placed centre stage on the board room table. The bland, quite generic packaging was the first thing I noticed.

Where was the product made, what’s special about it, what has the journey been, what is the wow, what is the  “story“?

I probed, I dug deep and I asked this crew why they developed this product, why it was in front of me on the table and why they brought it to market?

I was hoping to discover a unique (I hate that word) insight, I was hoping to hear some personal story, I wanted something that would help us to bring this “thing” to life in a genuine and authentic way that would connect with their target audience.

What I got was very profound – “it’s just a product that we think we can make money from

This won’t work…

Greg Canty 

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

I am Social Media!

April 19, 2016

Digital Influencers

I am social media

How many of us can actually say this?

Technology expansion and Social Media takeover is a global conversation that is always there to be had. It has vastly taken over person to person conversations but it has also enhanced it, by allowing us to have our face to face conversations in several different ways through Apps and to be honest I really think this is fantastic!

However, these advancements have opened up a whole new careers sector of ‘Digital Influencers’, a new role that is not just about having a job, it’s a lifestyle and a way of expression, doing what you love and sharing it with others.

So what is a ‘Digital Influencer’?

For me it is someone who exists across multiple platforms and through sharing their thoughts, skills, lifestyle, likes, dislikes and discoveries with a dash of personality have carefully nurtured an online following of people, who are genuinely interested in what they have to offer or live to criticise their being!

So how has this simple thought sharing activity grown so much that it is now a sought after career?

Recent findings from the Sermo Digital Influencer Index, shows us that bloggers/influencers have extended their reach and influence by creating a multi-platform presence in a global, female dominated “Industry” – yes it think it has grown so much that it can now be referred to as its own industry!

The research also showed that because of access to these other platforms, blog readership figures are falling and Instagram is leading the way because it is the one platform that allows users to be visually appealing and is a somewhat compact version of Facebook and Twitter with a higher rate of engagement. Another interesting finding was that Digital Influencers were now creating multilingual content to achieve global status and inherit more followers – smart!

Many Digital Influencers have built a solid and lucrative business from doing what they love and showing people who they are.

Much of their business includes brand collaborations, affiliation sales, charging for posts or mentions and making appearances to name a few! This has worked quite well for some of Ireland’s Digital Influencers and Sermo paid recognition to Ireland’s Top 10 with one particular influencer making the Global Top 16, Suzanne Jackson of SoSueMe. (see below for full list)

zanne Jackson - SoSueMe

The PR world is very much aware of the Digital Influencer world and many are now staple contacts in all PR agency press databases.

Here are some of our top Digital Influencers:

  • Suzanne Jackson – So Sue Me
  • Pippa O’Connor – pippa.ie
  • Joanne Larby – The Make Up Fairy
  • Lisa Jordan- Just Jordan
  • James Butler – Jus de James
  • Marissa Carter – Coco Brown
  • Grace Mongey – Faces by Grace
  • Rosie Connelly – Hearts Heels and Handbags

Sermo Digital Influencer Index

Top 10 – Ireland

  • So Sue Me – Suzanne Jackson
  • Pippa – Pippa O’Connor
  • Chloe Boucher
  • Anouska  – Anouska Proetta Brandon
  • Thunder & Threads – Leanne Woodfull

 

  • Erika Fox – Retro Flame
  • My Name is Vogue – Vogue Williams
  • James Patrice – James Butler
  • Penny and Polaroids – Nuala Gorham
  • Ciara Doherty – Ciara Doherty 

and some rising Stars..

  • Lauren Bejaoui
  • The Daily S’elf – Nadia el Ferdaoussi
  • Catherine Poulain

What’s your passion, what are you obsessed about…is it time to start influencing?

Arlene Foy, Fuzion PR, Marketing Graphic Design, DublinArlene

Arlene Foy is a valuable part of the Fuzion PR team in our Dublin office.


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