Archive for the ‘Niche Marketing’ Category

Go on – Personalise

August 6, 2013

I Love GregHi there!

Wouldn’t it be a lot better if “Hi Greg” had appeared on the email instead of the words “Hi there”?

Dear Customer,

Wouldn’t it be a lot better if “Dear Greg” appeared on the invitation to attend the launch event instead of “Dear Customer”?

The Manager

Wouldn’t it be a lot better if “Greg Canty” had appeared on the envelope and letter that accompanied the brochure instead of “The Manager”?

Price List

Wouldn’t it be a lot better if  “Fuzion price list” had appeared on the quote instead of a generic price list?

Reserved

Wouldn’t it be a lot better to see “Reserved for Fuzion” on the restaurant table instead of a plain “reserved” sign.

It does take time to customise and personalise, it does take a little extra effort but your communication will resonate so much more when you can avoid being generic. (Personalising has never been so easy with the tools that are now available).

Often being generic can even have a negative effect and can have your customer feeling very “not so special“.

  1. If you can’t personalise think twice about communicating
  2. If you can personalise get it right – double check the spelling of people and company names
  3. Where personalising isn’t expected …personalise!

I received a CD in the post from an Amazon affiliate supplier and the docket had “thanks Greg” marked across it in marker – Wow!

Sometimes it’s really easy to stand out by doing just a little thing.

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Firm in Ireland with offices in Cork and Dublin

Who does the world think you are?

June 19, 2013

Facebook advertisingApparently I’m someone who is interested in Adult Fantasy Games, the odd bet and I wouldn’t mind driving the new Volvo V40.

I’d like to go on holidays to Tuscany after needing the help of a Retail Consultant and playing some more adult fantasy games!

LinkedIn AdvertisingWhen I get serious I’m interested in ERP (excuse my ignorance but I have no idea what that is) for small business, a white board device for waking up ideas and I might even like to earn some extra money.

When I’m done with all of that I might like to find a new  file sharing platform while I take on my one year diploma course in Corporate Governance with DCU.

Finally I might be interested in switching to UPC.

Interesting person!!

Social Media Advertising

This is a sample of the advertising that is being targeted at me across Facebook, LinkedIn and Twitter.

With all of the different social media platforms it is possible to do some very specific targeting with your advertising campaigns.

Facebook – this probably has the biggest targeting capability as it can focus on your location (as precise as towns), age, personal status and declared personal interests.

For the advertiser  it works on either a pay per click basis (you only pay when someone clicks your advert) or on impressions (the number of times your advert has been shown).

You set a daily budget and you also have the capability of setting a maximum amount per click. The big limitation with Facebook advertising is that most people are in a very social frame of mind when they are using the platform so it probably isn’t great for “heavy” topics.

With Facebook you can also enjoy an element of what I call “endorsed” or “trust” advertising – where you see an advert and it declares that one of your friends likes that brand/product. If you want extra oomph from your page posts you can invest a few bob to push them out to the people who have liked your pages and their friends.

We have found it to be quite effective for many of our clients.

LinkedIn – the targeting capability for advertisers is really good here with options around location (just country so far), age, seniority, the size of the company the person works for, job role, sector and you can even target Groups that have been set up. This also operates on a pay per click basis (these are quite expensive) – you set the maximum per click and a daily budget.

I haven’t used it yet for clients but I have experimented with it for Fuzion – we have won some business as a result.

Twitter ADvertisingTwitter – advertising on twitter is still in it’s infancy and my feeling is that targeting will be more difficult because a user provides limited information when they set up their account. However if you read the blurb twitter reckon you can target by gender, geography and special interests (it must track the content of your tweets  or maybe who you are following to assess this – it might be tricky to target the huge number of users on twitter who lurk and never tweet). You have a choice between promoting your account or pushing your tweets into peoples twitter feed).

We haven’t used twitter advertising for any clients yet.

Collectively across all platforms there is a lot of information and capability that can help you target customers – the skill is knowing who your customer might be and using the targeting tools to attract their attention.

For the record when it comes to me other than a trip to Tuscany (off there next week!), Facebook marketing and pulling my hair out with Sky last Christmas the world just doesn’t know me at all.

I definitely have no interest in adult fantasy games… (al least that what I keep telling everyone!)

Greg Canty is a partner of Fuzion 

Fuzion with offices in Cork and Dublin in Ireland provide Social Media Consultancy and Training services.

Johnny Logan and knowing your audience!

February 22, 2013
Johnny Logan

I know what you like!

I was listening to the Ray D’Arcy Show on Today FM yesterday and they were interviewing one of this year’s nominees to be selected to represent Ireland in this year’s Eurovision Song Contest, Kasey Smith.

When discussing how unsuccessful Ireland have been over the last few years, co presenter Mairead Farrell made a very valid point saying that it’s Europe that will be voting on the night (not Ireland) and we should all remember this when choosing Ireland’s act. What Ireland prefers may not be what Europe would vote for!

This got me thinking about businesses and I wondered are they fitting in with this logic?

The market is changing rapidly and what may have worked before may no longer be relevant to your ‘current audience’ so businesses need to take a step back and see how they can improve their product/service in order to keep up with their competitors or even better, get ahead of them.

It’s obviously easier for bigger companies to get to know their audience as they can afford to do lots of detailed market research to identify their target audience and find out what they are thinking.

This shouldn’t stop smaller companies conducting their own research – you can carry out surveys using free services on-line such as Survey Monkey or Group-Surveys to help identify your product/service’s strengths and weaknesses in your customers’ eyes.

Even monitoring feedback received on social networks or review sites can be used to your advantage. Watch carefully what is being said and keep your mind open to new opportunities and needs! (This is one of our reasons for making sure you look after your own social media).

Once you know your audience you need to also know where to find them!

A brilliant advertising package may sound like an amazing offer but will it actually reach your own target market? – I remember a client of ours ringing us all excited because she had just secured a great deal – she secured a double page advert in Magill magazine for half price ..the services she offered were an alternative to cosmetic surgery!! The poor pet was out of business three months later.

Don’t just research the publication/radio station – Find out what issue/ radio show would be most relevant to your business.

It looks like we all need to be like Johnny Logan ..

Mary QuilleMary Quille is a PR Consultant with Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Dublin and Cork

Those Days are well and truly gone?

January 17, 2013
Apple Umbrellas

Handy brand ?

Those days are well and truly gone” she said with a nod that demonstrated clarity and conviction around the topic. Around the table everyone nodded their heads agreeing with the wise statement and more importantly the sentiment.

We were working on an event with some very high profile, weighty organisations. This was a planning meeting and the marketing representatives from each organisation were in attendance. The event was very progressive and was targeting attendees that were perfect for each of the participating organisations.

It sounded like a blast from the past when someone around the table suggested a “goodie bag” for the attendees. I hate that description – I immediately think of a branded plastic bag with some literature and a few bits. However I always saw the absolute sense in the “right” branded item that helps make your brand connect with the attendees.

If it is the right item and is useful and durable your brand could appear in all sorts of places being used over and over by your target audience – how bad?

The big danger is that we sit and discuss and because of the “economic climate” we too easily reject things that could make total sense without thinking properly about our objectives.

Why did we do this “stuff” before – was it because we had loads of money and we wanted to chuck it away or was it because it was simply a great idea ?

It”s pouring outside and I grab my really decent umbrella with that “logo” on it ….that brand has done a lot of travelling since the event I got it at!

A lot of what we did before made sense – those days may not be gone after all!

Greg Canty is a partner of Fuzion

Fuzion are a Marketing & PR firm with offices in Dublin and Cork

Facebook – You can now target your posts

October 22, 2012
Bra fitting service

It won’t fit everyone!

Maybe you don’t want every post from your Facebook business page reach every single viewer.

A great feature has just come on stream with Facebook which gives you the ability to control exactly this scenario.

Why might you do this?

With a particular post you might want to limit it to fans of your page who live locally or who are in a particular age group. Sometimes you may want to just target your post at members of a particular sex or with a particular personal status.

A department store who are running a special promotion on bra fitting may not want to interrupt their male audience with such a message, running the risk of them deciding to unlike the page.

A restaurant may not want to annoy viewers who are single when they are promoting specials on Valentines day – it might just annoy them!

How does it work?

Target post on Facebook

Who do you want to see this post?

When you are writing your post before you publish it you can choose to target the audience for this post be clicking on the “target” button, which can be seen on the bottom left corner of the post window alongside the timing button. (you must first enable this feature in your page settings – see below)

From here you can make your audience selection, which gives you a wide range of choices enabling you to limit the reach of your post.  Once you decide to publish, the post will only appear in the newsfeed of those fans that match your selected criteria.

The criteria includes gender, location, age, relationship status, education and interests.

If your fans choose to share that post it will only appear in the newsfeed of their friends that match that criteria.

The post will appear on your wall as normal visible to everyone who visits your page.

Enabling the Post Targeting feature

If your want to use this feature you must first enable the post privacy gating feature for your Facebook page – what a terrible name for the feature!

To do this you must go to the edit page menu that appears at the top of your admin panel. From here click into the manage permissions menu and you will see the “post privacy gating” option towards the end of the page, which you enable by just clicking the box.

Once you have done this the “target” feature\icon will appear as an option in the post comment window as already described.

Well done Facebook !! – its a great new feature.

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training from our offices in Cork and Dublin.

Missing the low hanging fruit!

October 7, 2012

Waiting for the penny to drop!

If I do a search for what we do online we’re nowhere to be found” barked my client down the phone. This was obviously a big deal to him as well it should be!

After all this was the low hanging fruit – the potential customers out there who have already decided that they want what you are offering and are searching online to find it.

We didn’t do your website for you, it hasn’t been optimised properly which is part of the problem and if you make a few simple changes it will make a big difference” I explained.

Ok, ok, I must get onto the website crew” he eventually calmed down, “Is there anything we can do for now?” he asked.

I suggested a Google Adwords campaign to ensure he had a web presence (in adverts) where key search terms were used – at least until his website would start performing organically.

Perfect, it’s vital that our website always comes up first” he explained, “Can you do it ASAP?

He was right – for his sector a strong web presence was an absolute priority.

We quickly put the Adwords campaign in place and this corrected his lack of web presence immediately. For a reasonable daily budget we ensured that all relevant web traffic found his website and this was done on a pay per click basis – you only pay when a user clicks on your advert and comes onto your website.

A few weeks later we had a review meeting with our client – we covered the PR coverage and we also discussed the effectiveness of his advertising spend, which he was looking after himself.

As I had set up the Google Adwords campaign for him I gave him a detailed report showing how many times his adverts were shown, how many times the adverts were clicked upon and the traffic that came onto his website as a result.

We could see in detail the keywords and search terms that had generated the most traffic and the cost of each of these.

Budgets were a little tight he explained because he had committed to a long term advertising plan (obviously to a good salesman – or woman as it turned out to be) with a particular publication (no problem there) and a local radio station (totally wrong demographic ….but he got a cracking deal!).

I want to stop my Google Advertising” he declared.

Hmmm, “No problem, but you do know when we stop that advertising when anyone searches for you online, they just won’t be able to find your website? ” I explained.

I want to stop it” he repeated.

His sudden stance staggered me – despite the previous declaration of intent by this fairly clued in operator he still opted for an advert that he could see in the paper and hear on the radio rather than pay for this online Adwords “stuff” that absolutely guaranteed a web presence for hot leads, the low lying fruit!

I had nothing to gain from the argument, I had explained the “risk” as clearly as possible and he had just made up his mind.

Ah well … that penny will drop all by itself when the low lying fruit drops somewhere else! (I’m waiting for the call ..)

Greg Canty is a partner of Fuzion

(I did help him with the optimisation of his website, which will take a while to fully kick in – he is now appearing on page two for relevant Google searches instead of page 8!)

Fuzion offer Web Marketing services including Google Adwords campaigns for clients

Aer Lingus celebrate 75 years by bringing back the Peanuts!

May 23, 2011
Aer Lingus celebrate 75 years

Peanuts anyone?

Aer Lingus celebrate 75 years by bringing back the Peanuts!”

Can you imagine a headline like this?

While it would seem like a terrible way to celebrate 75 years (On May 27th 1936 Aer Lingus launched its first ever flight between Baldonnel and Bristol, with just five passengers) for me it would be the best possible news to come from our famous airline.

Do you remember the days when flying was a treat and when the smiling hostess would genuinely look after each of the customers with water, orange juice and peanuts?

In so many businesses the level of service has increased but in the airline business the exact opposite has happened with a horrible race to the bottom. The level of service has reduced to such an extent that air travel is now a right pain in the backside.

Aer Lingus seem to be caught in no man’s land trying to compete with the “Low Care” airline Ryanair – I honestly get really cross when I hear people waxing lyrical about the great businessman, Michael O’Leary who proudly boasts about his brand of lousy customer service. While they might make record profits (€401M in the last 12 months), Michael will use every situation and every trick to squeeze a bob out of you – listening to jingles on board selling tickets is not my idea of a good time!

When we plan holidays it will never be to a route serviced by a Ryanair flight – plenty don’t mind so who am I to argue? I don’t want to travel with anyone who values customers in such a way.

Ryanair
Tickets for Ryanair charity anyone?

So, Aer Lingus – go for it … bring back the peanuts, that extra little bit of customer service, take a premium on the price and stop chasing Ryanair to the bottom.

What have you got to lose?

Happy 75!!

Greg Canty is a partner of Fuzion

Perfecting imperfection ..

April 3, 2011

Cafe de Flore Paris

Cafe de Flore Paris - Perfectly imperfect

Do we really want everything to be absolutely perfect?

I absolutely love those places, products or services where you get a genuine, authentic experience that connects with you in a particular way that just cannot be beaten.

The magic ingredient is that besides being great at what they do or sell they have maintained some element that is actually imperfect and genuinely authentic, which is what makes them extra special.

You know what I am talking about .. that market stall, that character pub, that artisan cheese, that hotel with character, that boutique with unusual labels, that restaurant or coffee shop with a great buzz. In these places the crooked pictures on the wall, the charismatic character behind the counter, the candles burning in the wine bottles and the unusual product packaging all actually make the experience better instead of worse.

Just think of Cafe de Flore in Paris – expensive, chic, atmosphere and yes .. perfectly, imperfect!

The opposite is the franchise hotels, shops, restaurants and coffee shops where you get the standard experience, the same look and feel and staff well trained in executing the standard operation manual. Operating at their best you are guaranteed a good experience but you will never get that little bit of magic and authenticity.

Maybe, just maybe the manual needs to be loosened a little so that the local manager can be encouraged to do something authentic and get closer to being perfectly imperfect?

Greg Canty is a partner of Fuzion Communications

Broken Man – We need him now more than ever ..

March 14, 2011

I

Broken Man

Give the Broken Man a push

n he bounded about two years ago full of energy, enthusiasm and little bit of arrogance but full of confidence.

His plan was to launch a brand new product in a sector that he reckoned was totally under serviced but one that was growing in interest and importance. He was fully convinced about the viability of this project and needed our help to design and launch it in the marketplace. We were swept along by this guys enthusiasm and everyone in the team got behind the new project – it was really exciting.

The new product did come out, probably at the worst possible time – in the middle of 2009 when no one was taking a chance on anything new. Despite his enthusiasm and powers of persuasion the revenue targets were badly missed.

The product sold well in outlets where it was given a chance on the shelves but in most others it was returned within the week! That often happens with new products that battle for space on the retailers shelves. Product feedback was really superb by the few who actually managed to get their hands on it.

A second variant of the product was planned but never saw the light of day ..insufficient funds (funds were never an issue at the start of the project!)

Fast forward to 2011 ..

We did manage to get a few quid off what was owed to Fuzion but there was still a really large sum outstanding. I guessed the phone call would be a waste of time but in any case it had to be made..

..no answer, he’s probably not up to the conversation – can’t be easy. Two minutes later I get a call back and we have a really good chat.

His other business ventures had also ceased (construction sector), he didn’t have money for me just now but promised to pay when fortunes improved. His mortgage payments have slipped by a few months and he was now job hunting. There is nothing here for him he reckoned .. his preferred destination is Australia but he wouldn’t get a work visa so he guessed he would end up in Abu Dhabi. This would be difficult as he has two young kids.

He is a broken man, his world is in tatters – he is not the only one I have met recently.

The truth is this broken man is an entrepreneur, someone who is willing to take a chance, someone who will make things happen. Sometimes things go wrong but often they go right and they end up employing people and service providers in the process.

In Ireland we need the broken man now more than ever – if you meet him give him a break and encourage him to get on his feet again.

Greg Canty is a partner of Fuzion Communications

Sniper Marketing

February 21, 2011

Pay per click advertising

Should your targeting be more specific?

If you throw enough mud at a wall then eventually some will stick! – you have often heard that expression and when it comes to advertising and in particular at a time when most people are carefully watching their budgets. It can cause problems when it comes to justifying spend in this area.

Influenced by this very argument and also because it often makes total sense, where appropriate we encourage most of our clients to allocate some of their advertising budgets to on-line Pay Per Click advertising, or sniper marketing as we like to call it.

With some of the recent and new on-line tools it is now much easier to target your exact target audience for your product or service, just like a “sniper” would. Why advertise to everyone just to get the attention of a narrow more exact target audience?

With a combination of Google Advertising, Facebook Advertising, and even LinkedIn advertising it is possible to target your customers very specifically.

Most of these initiatives operate on a pay-per-click basis so you only pay for results, even though you can also achieve some visibility for free with those who do not click on your adverts. Just to replay that in simple terms – You only pay when someone has clicked on your advert and come to your website or facebook page. You do not pay every time your advert is shown.

To briefly explain how each of the platforms work:

Google Adwords – here you select (or bid on) keywords that when searched by a user will activate your advert. You can limit your adverts to a specific area or location. You can actually go further and specify which page on your website the user will land on when they click on your advert. Let them find exactly what they want as quickly as possible.

Facebook Advertising – This is quite different to how Google works. Here you target demographics – you can specify types of people in different areas and even with declared special interests. With adverts here you have a choice of bringing bring them to your website or your Facebook business page (this can be very effective in building followers on your page).

LinkedIn Advertising – Advertising here operates more like Facebook with the exception that the environment is much more corporate. You can target types of people, making choices about location, company size and even levels of seniority.

With all of the above options you can control your campaigns by setting daily budgets and also by limiting how much each click will cost. Google reporting in particular can provide you with very valuable information about your customers. (they are all relatively easy to set up but I would strongly advise seeking professional help setting up these campaigns as you can easily make expensive mistakes – they never refuse your money!)

To support this activity you might also consider email marketing – use an on-line email newsletter service (there are many good value options such as MailChimp and Constant Contact and for more sophisticated requirements you could try Newsweaver) to your database of contacts, reminding those who you have already developed a connection with of you and your services.

This sniper approach to marketing can work for all types of businesses as diverse as:

The Ballroom Dance teacher who can target engaged women in Cork with his adverts for dance lessons to get them ready for their first dance at their wedding (there are 1,210 of within a 20 km radius of Cork City!) – Facebook is perfect for this.

The Tax Consultant who wants to target senior executives in Ireland for specialist tax advice – this can be done by advertising on LinkedIn.

We find that on-line campaigns can work very effectively as part of an overall campaign for clients to achieve their objectives.

Could this be something that would form part of your Marketing Plan in 2011?

Greg Canty is a partner of Fuzion Communications


%d bloggers like this: