Archive for the ‘Marketing’ Category

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

Show your brands personality just like ASOS did!

May 13, 2019

Recently, online shopping giant ASOS received a lot of applause for backing one of their customers who had been disrespected online by a stranger.

The lady, who was wearing a dress from ASOS, was told by the male who she was messaging that the dress was awful and that she should shop somewhere decent!!

He then told her to grow up before politely signing off, “Thanks. Hope this helps.

 

Girl in ASOS dress on Twitter

 

Following this unpleasant remark, she decided to upload the conversation along with the picture of her wearing the so called “awful dress” to Twitter.

The Tweet, which has racked up over 100k likes and 9k RT’s, caught the attention of ASOS who decided to do something really great.

ASOS uploaded the photo of the lady wearing their dress to their website and in my opinion, she showcased the dress even better.

ASOS received a great deal of applause for uploading the photo to their website, showing their support for a more than likely loyal customer, who I can only imagine got a great boost from seeing her image featured on their website.

 

 

ASOS featuring customer pic

The situation, which was turned from a negative into a positive by ASOS, is a great example of a brand showcasing their personality and engaging with its customers.

In doing this, ASOS demonstrated their loyalty for their customers, while showing a caring but also fun side to the brand. With online trolling at an all-time high, along with the pressures of looking perfect on social media, ASOS really did a great job with this personal touch.

For all businesses, it’s good to show the personality behind your brand. Whether it’s supporting your customers like ASOS did, or showing the team behind the brand online, you increase trust with your customers leading to much better engagement.

Well done ASOS!

Saidhbh

Saidhbh Sweeney is a PR Account Manager with Fuzion Communications: PR, Marketing and Graphic Design, with offices in Dublin and Cork, Ireland

Is the future of social media to not be on social media?

April 17, 2019

Lush Cosmetics

Is the future of social media to not be on social media? 

That seems to be the viewpoint of Lush UK at the moment.

Out of nowhere, they announced recently that they would be shutting down their social media platforms and communicating with their customers through live chat on their website, email and over the phone.

Their reasoning behind it is due to all the algorithm changes from the various social media platforms making it harder for their content to be viewed by their audience.

As we all know, Facebook wants your advertising money and due to this organic posts (those with no advertising budget) don’t reach as many people as they would have previously by a huge margin.

So clearly Lush just reached the end of their digital marketing tether and gave up…. Or did they?

Lush UK may be closing down their social media operations but the main Lush accounts are not.

The @LushCosmetics Instagram account has 4.4 million followers, a huge difference from the now-defunct @Lush account with only 571 thousand followers.

Basically this is an experiment whereby they’re not risking losing their core audience but want to see if their direct communications with customers will benefit them in the long run.

We all know that the end goal of all communications is reaching your audience and achieving ‘that’ objective, which in their case is sales, and if the only way people can contact them is via their website, they’re already close to the bottom of the funnel and that bit closer to making a purchase.

By Lush encouraging their followers to communicate with them via their website, they’re effectively cutting out the middle-man.

One of the main reasons we encourage our clients to use social media is so that they can much better control their messaging and it also gives them a unique opportunity to demonstrate the personality of the brand or organisation and tell their story in a unique, authentic voice.

This is not just interacting with customers, but also “listening” to what they’re saying.

Jeff Bezos, CEO of Amazon is quoted as saying, “Your brand is what other people say about you when you’re not in the room”, and this is always something I will refer back to with clients.

Telling your story online, being able to converse “socially” and being able to respond to negative or positive comments will help to build the brand and hopefully build trust and a much better connection with your customers (as long as you get it right, of course!).

Social media is one of the many powerful communication tools offering you a special way of telling your story and by removing yourself from these platforms, will you hurt your brand in the long run?

Let’s see how is plays out for Lush?

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy and Training team at Fuzion Communications who provide our services from offices in Dublin and Cork, Ireland

 

 

The Business of Blogging

August 7, 2018

Blogging Tips

Blogging has seen a huge rise in recent years and doesn’t seem to be slowing down.

The way people blog is evolving and adapting constantly. For many businesses, engagement with bloggers and influencers now plays a major role in their marketing strategy and is producing fantastic results.

I recently attended a really interesting event hosted by Network Cork called “The Business of Blogging”.

The lineup of speakers included international blogger Erika Fox of Retro Flame, Cliona O’Connor of Lean Mean Momma and Stephanie Lynch of OnTheQT.

Erica, Cliona and Stephanie all shared some fantastic tips that apply to both businesses and individual bloggers in order to grow their social media presence and get results. Below are some top tips from the event:

  • Consistency – It’s all about consistency and quality, if you’re not posting regularly on your online platforms people will forget about you.
  • Be authentic – Don’t copy what other people are doing, be true to your brand whether it’s a personal or business brand. We love to see the people behind a brand and social media is a great way to do this.
  • Branding – If possible, have the same username across all social media channels with a similar style on all channels as well.
  • Value your followers – Don’t be afraid to ask your followers for feedback on what they want to see.

For more tips about blogging check out a blog post that our Greg Canty wrote over six years ago!!

13 Tips about Blogging and Making some Noise

There was also some discussion at the event about working with bloggers and influencers and some criteria you might take into account when deciding to engage with them:

  • Understand the influencers’ followers, check out what their followers are asking them.
  • Look at the influencers/bloggers engagement, this is much more important than huge follower numbers.
  • When you have identified an influencer that fits with your brand, try and meet with them to iron out what you are looking for from the collaboration.
  • Don’t be afraid to work with smaller bloggers as they often have high engagement.
  • After a collaboration, ask for analytics to understand what worked best and what didn’t work so well.

A big thanks to Karen Fleming and Network Cork for organising another interesting and insightful event.

Saidhbh Sweeney - Fuzion CommunicationsSaidhbh

Saidhbh Sweeney is part of the PR team at Fuzion Communications, who have offices in Dublin and Cork, Ireland 

Don’t be a Commodity, be Remarkable!

July 31, 2018

Health Bars in Multiples

Queuing for my salad at lunchtime in the corner store near our office today in Dublin, I couldn’t help but notice the piles of health bars above the sandwich bar.

Even if I wanted one, I wouldn’t have a clue which one to pick as there were so many different brands, all offering the same thing!

A few years ago, health bars didn’t even exist and now they are competing for space at every till across Ireland. So much noise and so little differentiation.

Health bars have become a commodity.

How can you make sure this doesn’t happen to you and your business?

You have to keep on reinventing, reinvesting – in you, in your business and in your brands.

You have to continually give your target audience good reasons to engage with you. You have to create compelling stories about your products and your business.

As Seth Godin says in his Marketing Bible ‘The Purple Cow’ – you have to be ‘remarkable’ to stand out.

Looking at the image (above) of all these health bars, despite the investment in packaging, despite negotiating shelf space, despite “magical” ingredients that will make you leaner, fitter, healthier, not one of them is remarkable.

Why not make it a resolution to ask yourself right now – what steps could you take today to make your business more remarkable?

If you need any help guiding you towards the answers –  I’d love to help…….

Deirdre 

Deirdre Waldron - Network Ireland PresidentDeirdre Waldron is the founding partner of Fuzion Communications, a Marketing, PR and Graphic Design firm with offices in Dublin and Cork, Ireland

Is the age of influencers coming to an end?

May 7, 2018

 

We’ve always loved seeing what celebrities get up to and in this digital age we can see every aspect of their lives through Snapchat and Instagram.

These days “regular” people can become celebrities by building up huge followings on social media channels and having a niche area that they specialise in from beauty to travel and most vague of all “lifestyle”.

We watch their stories every day and most importantly of all we believe everything they say. They influence us!

A certain brand of soft drink is declared the best – It’s sold out straight away.

This nightclub is where all the celebs go – Good luck trying to get in for the next month!

Companies are always told that user generated content is the best type of promotion as it is deemed to be genuine and an authentic view declared by impartial people.

People are cynical now so they don’t necessarily believe advertisements and especially not what the companies tell them directly.

There’s nothing better than the perfect girl next door “type” recommending your product and even better if she’s doing it off her own back!

Brands quickly realised this, which has led to the deliberate romancing of social media influencers, which has been a very effective tactic for the brands that know how to play the game.

However now everybody wants in.

Everyone wants access to that social media influencer that can help boost their products, services or message but in the “rush” very few are doing their due diligence on the influencers they are targeting.

Inevitably this has resulted in anonymous social media accounts like @bullshitcallerouter and @bloggersunveiled who are determined to call out these not so genuine accounts.

 

So far, these accounts have revealed the influencers that buy followers, don’t use the #ad code and more seriously the ones that are flouting the road safety rules but were part of a road safety campaign.

The people that follow those influencers are obviously disappointed with their behaviour but it all comes back to the companies who have chosen them.

By not doing the research on the influencers that they have chosen to work with, have they inadvertently harmed their brands?

A recent example comes from the Road Safety Authority (RSA).

The @bloggersunveiled account has been sharing images from the last couple of weeks of influencers that have worked with the RSA on their campaign last year but are not following the basic rules of the road as demonstrated clearly by images they shared on social media.

Over the weekend the RSA announced that two of the influencers they worked with last year on their “Killer Look” campaign will return their fees.

They have dealt with this well by stepping out in front of this and are working on protecting their brand and the message they are trying to send to the public.

The sentence from their statement that stood out to me the most was this:

There’ll be a lot more rigour around and due diligence done around influencers if they are being used in future,” the spokesperson said. “This medium is maturing.

Is it time for us all to be more diligent in who we choose to represent our brands?

Should companies have guidelines and codes of conduct for campaigns with influencers going forward?

It’s definitely time for us to be more aware and alert about those we choose to follow.

With the growth of fake news, fake followers and now, insincere influencers do we need to take everything with a pinch of salt?

Alma Brosnan - Fuzion CommunicationsAlma

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

Check out the full article by Journal.ie on the topic

 

 

Consumer Branding and JK Rowling

March 7, 2018

Britney Spears

As I sit at home on a snow day working like many others across the country, which is all made possible by the glorious Google Drive, I started wondering about what my next blog should be about – something riveting, meaningful and life-changing?

But instead I decided to write about the fact that I was obviously unaware of two things that other people seem to have already known, and I’m going to use those things to talk about what we do for our clients.

For instance, did you know that:

1 – Britney Spears has subliminal messaging in her lyrics – GENIUS!

2 – JK Rowling is actually Robert Galbraith?

Well I didn’t, and the fact that I didn’t know is probably the mind-blowing part.

Also, if you are not watching the TV series BBC’s Strike (which is based on the books) you need to.

Knowing the Britney fact has now altered part of my youth and I wish I could go back to that time to see what this would have meant to me then and if it would have made a difference?!

Britney was and still is so influential, but I’m sure it would have made for an epic OMG conversation between friends!

The second mind-blowing fact is one that I feel is a reflection of what so many of us would like to do – trying something new and not being held to a certain level of expectation, which is the whole reason JK Rowling chose to write a series of crime novels under a fictitious name.

She wanted to begin a new writing career in a new genre and to release her crime novels to a neutral audience, free of expectation or hype.

Consumers can see examples of this on a daily basis with “Umbrella Brands”.

This is where a big brand buys another brand or launches a similar product under a different brand name, some of which fall into the affordable price range.

This happens so often in the beauty industry and it is why there are so many “dupes” of different products or cheaper alternatives.

L’Oréal do this very well with a portfolio of international brands such as NYX, Maybelline, Essie and Garnier to name a few – Full list here: www.loreal.com/brand

An Irish brand that has done this very well is Bellamianta, the brain child of Linda Stinson and Lisa McDermott. Last year we saw these two amazing business minds launch Iconic Bronze, a more affordable tanning product, less than three years after the launch of Bellamianta.

 

With the help of their Irish brand ambassadors, Jade and Laura Mullett, this tan became so sought after than it made its way onto the shelves of Primark.

In communications we encourage our clients to think outside the box and try new things.

Whether that is how we launch a new product or campaign, the way we plan on revealing new company branding or working with a brand ambassador for the first time, or it could even be with a social media strategy and how to reach new audiences.

At Fuzion, when we meet a client for the first time it is important that we get to know them and have a clear understanding of what they do and what their objectives are.

From here, as a team, we put our heads together using the many years of experience we have to generate concepts and formulate a strategic plan that will work to the client’s benefit, delivering consistent and cohesive messaging that will help them get noticed and make an impact in a crowded market.

Our creative design team is also on hand to develop outstanding, eye catching and conversation starting designs that will leave the target audience remembering your brand.

Maybe we can help you to be like Britney or JK?!

Arlene

Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork.

 

Facebook algorithms and posts not quite reaching your audience anymore

March 2, 2018

mark zuckerberg

Algorithms, algorithms…. It’s the buzzword when it comes to social media these days but do the people talking about it even know what an algorithm is?

It’s not used just by people in the digital world now.

Your annoying Aunt Mary who posts her whole life to Facebook and thinks that when people post they’re sending it directly to her, is now sharing posts telling people to comment on her feed because Facebook will hide you away forever, otherwise!

This is slightly dramatic and not what the new Facebook algorithm is about…. Mark Zuckerberg actually wants you to see what your friends are up to.

In his announcement on January 11th MZ said that Facebook had changed the news feed algorithm to prioritise content from “friends, family and groups.”

Fuzion Win Happy podcast thumbnail [Check out the episode of the Fuzion Win Happy Podcast “Frustrated about Facebook where Greg Canty and Alma Brosnan from our digital team chat about this issue]

Since last June, he has placed a huge push on Facebook groups and using those to build communities.

The algorithm is just another one of those changes to (theoretically at least) help users see content they want to see (however, you may not want to see an album of Aunt Mary’s holiday pictures!) and interact meaningfully with their friends and family.

The only users being negatively impacted by these changes are Business Pages who have already built a solid audience through organic reach and engagement.

Facebook are now saying that Business Pages will still be able to reach customers through “meaningful interaction”.

What is meaningful interaction to you and your business page?

  • To some businesses, it’s posting special offers for their followers
  • To others, it can be rewarding followers with a competition and prize giveaway

Both of these types of posts are affected by the new algorithm.

Facebook have said using “engagement-bait” (deliberate content to get people engaging) to encourage users to comment or share is not a meaningful interaction and these posts will be demoted in the News Feed of users (eg – they won’t see these posts!!).

Examples of “engagement-bait” include:

  • React baiting: Asking people to react to the post (includes like, love, haha, wow, sad, and angry)
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis)
  • Share baiting: Asking people to share the post with their friends
  • Tag baiting: Asking people to tag their friends

So, all those competitions that pages ran asking people to “like, comment & share” are exactly what Facebook don’t want to see anymore.

(ironically most of these tactics were being used to “beat” the previous algorithms!)

How can Business Pages get around this?

You should follow what Facebook wants from you, and post relevant content that they believe your followers want to see.

Begin by creating quality content (in our view this should always be your number one priority, regardless of social media platform) that you believe will start a conversation on your page (ideally this will be a conversation between fans of your page).

Highlight the personality of the business and use that voice and tone consistently throughout your posts.

Include questions in your posts that will generate interesting answers in the comments so that you can then interact with your audience.

What we seem to have forgotten in all of this is that the point of creating a Business Page was to interact and promote your offerings to customers.

We all just got too caught up in counting the number of followers and wondering who those three people from Malaysia looking at your page were!!

It’s time to bring it back to basics and start building relationships with the followers on your Pages again.

Or if all else fails…. Just turn to Facebook Advertising!  

Is this the real agenda of Mark Zucherberg?

Alma

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

Capturing your Story

February 23, 2018

In a previous post we outlined our Fuzion Process, which is a framework that we use with clients for their planning.

We use this “Story” framework and we find that it brings a very sharp focus to all marketing activity, to ensure the very best outcomes.

Our process follows some simple steps:
1. Understand your story
2. Capture your story
3. Make sure your story is found
4. Tell your story
5. Engage with your story online
6. Protect your story

In the last post we spoke about ‘Understanding your story‘ and the possible role of a brand workshop to help bring some clarity to exactly what you are trying to communicate to your target audience.

The next step is all about capturing this story.

Capture your Story

Once you understand the story that you want to tell, it’s important that this is captured visually in a way that connects with your target audience.

We judge things quickly by how they appear to us, so whenever and wherever anyone comes across your products or services in your website, promotional material, vehicles, premises and even the individuals in your team, that these tell the right, professional story.

Does it convey professionalism, is it modern, is it unique or is it very generic, does it convey your story simply and clearly, does it appeal to your target audience? Has the organisation moved on and is it time for a refresh?

Someone is always making up their mind about you by how you appear to them.

It is vital that the graphic design work and the execution of this needs to be sharp and consistent on all platforms when your brand is being presented so that your story is properly captured and told.

Click here to see some of the work that our Creative Team have been doing for clients

If we can be of help in any way you know where we are!

Greg Canty 

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

Understanding your ‘Story’

February 12, 2018

Fuzion - Brand Workshops, Dublin, Cork, Ireland

In a previous post we outlined our Fuzion Process, which is a framework that we use with clients for their planning.

We use this “Story” framework for all of our clients and we find that it brings a very sharp focus to all marketing activity, to ensure the very best outcomes.

Our process follows some simple steps:
1. Understand your story
2. Capture your story
3. Make sure your story is found
4. Tell your story
5. Engage with your story online
6. Protect your story

 

Understanding Your Story

In this blog post we will deal with the very first step, which is ‘Understanding Your Story‘.

It is our job as marketers to help our clients tell the story of their business, organisation, products and services effectively so that when people talk about these things they say exactly what we want them to say.

Before we create any plans, it is a crucial first step to understand exactly what the business is all about, what makes it special, where it is going and what it needs to do to get there.

To assist this step, we often conduct a Brand Workshop with clients, which is a very simple way of capturing all of this and defining their “story” or brand.

We also find that this powerful process helps to motivate the team, reminding them about what makes them special, providing them with clarity and defining exactly what needs to be communicated as part of the marketing process.

During this process we work together with the team to probe what it is that they do, how they go about this work and what the driving force or essence of the organisation is.

We look at the values, the core characteristics, the vision for the business and the mission that the team is on together to achieve this vision.

We even do some visualisation work to help the team crystallise what it is about them, that makes them special and different from competitors.

This work paints a clear picture of the brand or “the story” of the business, which must then be captured and told.

One of the outputs of this process is a Brand Brief, which we would give to our graphic/creative team to help them deliver this story visually for the client.

To find out more about our Brand ‘Promise’ Workshop click here

If we can be of help in any way you know where we are!

Greg Canty 

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


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