Archive for the ‘Uncategorized’ Category

Ireland 2040? More like George Orwell’s (Ireland) 1984

March 19, 2018

George Orwell, 1984

Over the last few weeks, the Government has taken some heavy criticism for its newly founded Strategic Communications Unit’s attempts at communicating the ‘Ireland’s 2040’ plan to the masses.

Following the launch of the National Planning Framework and the National Development Plan in February, the Government embarked on an extensive PR campaign that had a large focus on advertisements in the form of paid-for newspaper articles and cinema advertising, amongst others.

Reports that came out after these were submitted to local newspapers suggested that many of the advertisements that were placed promoted Government politicians, non-office holders and, in at least one case, a current councillor.

This however isn’t the crux of the issue.

If subsequent reports are to be believed, and local papers were instructed by the “powers that be” to make government advertorials look more like independent stories, this – as one sitting TD eloquently put it – is “akin to something from the Third Reich, Goebbels territory.”

As a communications professional, I can fully understand the valuable role a comprehensive communications plan and activities can play for the government to convey its messages, especially one as complicated as this.

However, communications is one thing, but state-led propaganda is entirely different.

Patrick Jones - Fuzion CommunicationsPatrick

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

A Woman’s Place is in the House, Leinster House

February 25, 2016
aine in the house

Áine Collins TD, Letting everyone know where a woman’s place should be!

I am so proud of my friend and my TD Áine Collins.  

She is one of the most honest, tenacious, intelligent and loyal people that I know – which are all great traits for a politician and for a friend.

I have seen first hand how much she cares for the community and bearing in mind her background as an accountant, entrepreneur and farmer’s daughter, how she has fought hard for the SME and farming sector and for safeguarding our rural communities and smaller towns that are just as relevant to the future of Ireland as the big cities.

For any undecided’s out there in the Cork North West Constituency, I would like to ask you to please vote for Áine.  Even if you have promised your No 1 elsewhere (why?), if you could give her your second or third preference.

During the last general election, Greg and I reached out through social media to candidates of all parties (well bar Sinn Fein – but that’s another story!!) just to get conversations going around the election.  Post election Áine was one of the few who continued the engagement, even after she got our vote she genuinely wanted to know what she could do for us SME owners in Leinster House and Greg and I have both seen first hand, if we put an issue in her direction, she is like a dog with a bone trying to get it sorted.

She always listens and she is like that with everyone she comes in contact with.  She has done some amazing and often unsung work including setting up the Cork Foundation – totally her idea – which very successfully now reaches out to the Cork business community at home and abroad and she has personally cajoled them into helping fund new enterprises and community projects.

In my home town of Ballincollig, when all sources of possible funding were exhausted she managed to secure €5k for the inaugural Ballincollig Music Festival, which thousands attended free of charge on a sunny Sunday in August in Ballincollig Park. It would not have happened without her.   Also in Ballincollig she secured funding for a vital research project by international experts, which will help the development of the business proposition in the town.

I could go on, but I don’t want this to seem like a party political broadcast.  

I am so proud to call Áine my friend and over the past five years she has also been a valued colleague on various projects, she was even a client for a short while and I am honoured to have been along a little of her journey so far, representing us in Leinster House.

Aine Collins TD294.jpgI believe, in our constituency of Cork North West and in particular in the fantastic place I call home, Ballincollig, that Áine, is really the best option.  Not just because I am her friend, but because I believe that she is the best person for the job and that the best place for Áine is in the house – Leinster House.

Announcing Networking hub for Entrepreneurs – NOTwork!

May 19, 2015

DKANE 18/05/2015 REPRO FREE. Ernest Cantillon, Director at BTS Recruitment, Eabha OÕLeary Fitzpatrick, BTS Hospitality, Edel Cox, Fuzion Communications, Gillian Keating, Chair Cork City Centre Forum, Raymond Alcom, Exceedence, M‡ire Ni Cr—in’n, Manager Gateway UCC Business Incubation Centre, Alice D'Arcy, STEAM Education at the launch of NOTwork, a new social hub for young entrepreneurs. The first event which is being hosted by Ernest Cantillon in Sugar Cube from 6pm to 7:30pm on Thursday 28th May, will be free of charge and will offer entrepreneurs the opportunity to come and mix with like-minded local and international entrepreneurs, all at various stages in their businesses. ItÕs the brainchild of Gillian Keating, Chairperson of the Cork City Centre Forum.  ÒThere is a growing momentum to show just how much is going on in the city centre, from recent high profile commercial and retail developments, to businesses connecting more with festivals and events and I just thought that with so many young entrepreneurs working and living in the city centre, it would be a good idea to bring them together in a strictly social arena to enjoy each otherÕs company and the buzz of activity on the South Mall. Pic Darragh Kane.

A new social hub for young entrepreneurs is launching on the South Mall, called NOTwork.  The first event which is being hosted by Ernest Cantillon in Sugar Cube from 6pm to 7:30pm on Thursday 28th May, will be free of charge and will offer entrepreneurs the opportunity to come and mix with like-minded local and international entrepreneurs, all at various stages in their businesses.

It’s the brainchild of Gillian Keating, Chairperson of the Cork City Centre Forum.  “There is a growing momentum to show just how much is going on in the city centre, from recent high profile commercial and retail developments, to businesses connecting more with festivals and events and I just thought that with so many young entrepreneurs working and living in the city centre, it would be a good idea to bring them together in a strictly social arena to enjoy each other’s company and the buzz of activity on the South Mall.

Gillian added “For the first session we are going to bring some well-known entrepreneurs to the event, who are really excited about having the opportunity to just hang out and chat to the people, we will have some music, a few board games and cards, table tennis going on, no real agenda just a chill out space which encourages rather than forces connections, chat and a bit of craic.”

“I got the idea from talking to a few people who feel the same as me; that if we put on activities, people will come; and where better than in the heart of our business district, the South Mall.  When I approached people like Greg and Deirdre from Fuzion and Ernest from Electric they immediately came on board as all are strong advocates of promoting just how great a place the South Mall is to work and to play.  Myriam Cronin, Manager of the GATEWAY UCC’s Business Incubation programme also has been very proactive in her support as has Ronan Murphy from Smarttech who is also Chairman of it@Cork, Jerry O’Brien of Radisens Technology and Pat Phelan of Trustev who have already agreed to come along on the night and connect with other Cork entrepreneurs.”

Entry to NOTwork is free of charge, but as space is limited people are being asked to pre-register for the first event on Thursday 28th May.  Just follow @NOTworkHub on twitter and facebook for further information and to book online go to https://notworkhub.eventbrite.ie

Things you didn’t know about Jonathan Leahy Maharaj!

August 27, 2014

Trinidad

In this series of blogs we thought it might be a good idea to let you get to know some of our team a little bit better…already we have told you a few things about Edel Cox, Ali O’Brien and Basia Kozlik.

This time round it’s time to get to know our fantastic Creative Director (the ‘colouring-in’ expert as he calls himself), and chief nice guy Jonathan Leahy Maharaj a little bit better!

My favourite holiday…
Jonathan Leahy MaharajEveryone needs a hero. In 2001 I got to spend 2 weeks with mine, my father, in Trinidad, an island with roughly the population of Munster, a love of food that would feature on a nuclear version of the Scoville Scale and a climate that when it rains the sun comes out to dry you off again.

I got to see flying fish, humming birds, 360° rainbows at the bottom of a 300 feet high (91.5m to all you metric fans) waterfall. I got to hear the incredible sounds of 200 shell drummers at pan-yard and we ate the most incredible food in the most incredible of places (by incredible, I mean it was incredible that they were allowed to open, hygiene and H&S seemed like something not quite invented in some of the “restaurants”).

I met family who I had only seen in photos, I took so many photos – out the window of a moving car mostly, our hosts were not as inclined to stop as I was due to a phenomenon they refer to as bandits, (quite confusing when the holy men out there are called Pandits!)

And more importantly, I got to spend time with a man I knew little enough about, and learn about him, his culture (human barbecues are a riot) and his love of whiskey and coconut water (Try it. No, seriously, go somewhere with real, fresh coconut water and try it. I’ll give you his address and you can post him a thank-you card.).

Finally, my Trinidadian family home is across the road from the local Rum factory. Its like having Willy Wonka’s factory next door, the smell of the burnt sugar cane going through processing is olfactorial heaven.

My dream car…
Well I’ve had the Raleigh Strika, the Raleigh Winner, the Raleigh Amazon, the GT Agressor and my current beast, the KTM Ultra3.29, an animal of a bike.

Oh wait – you said “Car”… It’s a late 80’s, early 90’s Saab 900. Lets leave that there.

The part of my job I love most…
Designing. As designers we get a little precious about what we do, because we genuinely love what we do. By love I mean Adore, with all our hearts. So to be allowed to actually do what we do is a gift in itself. To be paid to do it? (Almost) a bonus!

My worst habit…
Not getting my hair cut more than the 4 times a year I have religiously stuck to over the past number of years. There comes a time (well 4 times year) I look like a cross between a Wookie and a homeless person.

If I’ve turned up to a meeting and you’ve seen me at that point, I apologise, but we all have our rituals, and the (4xhaircuts/12months) is one of mine.

My best habit…
Giving my all. I had an incident once with someone where I asked for 110%, to which she replied that it was mathematically incorrect and impossible to give 110%. So, maths not being a strong point of mine, I give my all.

Beastie Boys - license-to-ill-cassette

My first album…
We were too poor for a record player (I grew up in the great depression years of the late 70’s/early 80’s) so it was all about cassettes. So my first album (on cassette that I bought) was The Beastie Boys’ Licensed to Ill. Still have it, still play it, still rocks. There was another, earlier album that I received as a gift, but I chose to ignore it, now that I know better.

Jonathan Leahy Maharaj

My hobbies are…
Who has time for hobbies? ..Ok, in my spare time, I read design blogs, look up design inspiration websites, read about design software, do some digital illustration and pester the hell out of my family for being on twitter (@jlm_cork BTW, sorry in advance about the cursing), and I photograph & Instagram the hell out of everything (@jlm_cork as well). Not so much our cat/dog or my dinners, although they do make an appearance from time to time (not in the same image, that’d be weird).

Jonathan Leahy MaharajDescribe yourself in 5 words…
Shorter than I think I am. (sorry, that’s 6.)

If you could be invisible for a day what would you do?
Short story: London will always be my City of Choice to live in. It has a buzz and an atmosphere like no other place, and a culture that embraces design as an entity that is both tangible and valuable, more so than any other city I’ve ever been to or lived in.

I believe that part of its allure is that it’s a place where you can be as anonymous as you want to be, so with headphones and sunglasses, I believe that invisibility is already possible in a place like that.

So… I’d do the Tate, the National Portrait Museum, some Tube/bus surfing (my old man was a bus driver, so theres a small obsession with transportation going on) the Design Museum, back to the Tate’s bookshop (heaven pt1), a bookshop called Magma (design bookshop heaven pt2), a restaurant in Norbury called Mirch Marsala, and some lounging about.

If you were stranded on a desert island what three items would you bring?
An iPod for music, a solar charger for the iPod, my wife for company. (the kids will be grand, we’ll be back in a fortnight, three weeks tops)

The best advice I was given…
I’m not sure that I have ever been given “advice” as such that I’d count as life changing… I think that you should be true to yourself in everything that you do. Life has taught me that. Is that advice? If so then does that count?

Otherwise, there’s loads (I mean LOADS) of cursing on this website, so excuse my including this, but it really does have some of the best advice on it: Good Advice!

Jonathan Leahy MaharajJonathan

Jonathan Leahy Maharaj leads our creative Graphic Design Department in Fuzion with offices in Cork and Dublin, Ireland 

Website use and Promotion 2014 Survey

March 28, 2014

Domain Registry

We are conducting  a survey about the use of websites, SEO and the promotion of websites using other tools including Google Adwords and social media activity.

We would be very grateful if you could take just two minutes (we promise!)  to complete the survey by clicking on the link below.

There is a €10 voucher off the price of new  .ie web domains for every survey completed.

Web usage survey

Thanks a million!

 

Facebook Business Page Changes – March 2012

March 23, 2012

Show me the money!

We thought we should put out a blog post dedicated to Facebook seeing as it has been going through a few major changes that will affect everyone that has a Facebook business page.

If you haven’t embraced the changes they are due to be imposed on you on the  31st March.

With over 1.8 million people using Facebook in Ireland we would suggest that every business should be being proactive about the platform. In this article we will take you through some of the business page changes and the impact of these.

We will also discuss the running of competitions and how to generate more interest  in your page.

The biggest change of all will be the new Facebook philosophy – since  the Initial Public Offering in February 2012 Facebook will now be under pressure to deliver financially for its investors.

We will see the platform becoming more and more monetised and we predict that many of the tricks and gimmicks that we have all been using to boost our page fan numbers will be outlawed and in future if you want to do this you will have to advertise – pure and simple.

Facebook need to start delivering for their investors and will have to manage the balance between maintaining a credible and enjoyable social platform and a place where advertising will be pushed more on all of us.

This change of dynamic will affect how we use Facebook and the March changes are the first big hint of this.

Business Page Changes

The whole look and feel of your Facebook business page (personal profile pages have already changed) will change totally on the 31st March and some of your previous features will not work any longer.

You will need to do a few things to maximise the opportunities here. Besides some new visual changes a timeline has also been introduced where at a glance you can view a chronological history of posts on the page.

Our view is that these changes if embraced properly will deliver an even more impactful page for your business.

(For those of you operating your business from a personal page we would advise changing over immediately as this is not allowed – it is possible to convert from one to the other with friends coming across as fans).

Visual

Your own key visual identity will be delivered by two key visuals.

A (see image above) – Thumbnail

Your thumbnail will more than likely be your company logo and this appears on the bottom left of the main image that a viewer will see on your page. This should be 180 x 180 pixels in size.

Every time the page owner makes a post this thumbnail will appear alongside the post.

B (see image above) – Cover

The main banner image is a new feature introduced by Facebook. It is referred to as a “cover” and it stretches above the thumbnail across the page. This image can be a maximum of 851 pixels wide by 315 pixels high.

Facebook have very specific rules about the content of the “cover page”.

It should be an image that captures the business as best as possible but must not include offers, contact details, web address or any “like” us text. The basic logic here is that this information is available elsewhere on the Facebook page.

Starbucks on FacebookIt is clear that the new rules prevent the business from advertising or encouraging the user to “like” the page on this cover page.

Our design team are currently preparing new cover pages for a number of clients.

This is a really good opportunity to make your page stand out from competitor pages – grab it!

Landing Page

Before it was possible to specify a “landing page” (see example below) that a new user on your business page was directed to when they first visited.

This was often a customised and highly visual promotional landing page, which encouraged likes, promoted the business or offered the user the opportunity to enter competitions.

Facebook landing pages

This is not possible now using the new layouts and these customised landing pages will be redundant. It is still possible to have a tab that will host competitions and promotions but you can no longer dictate that a user of the page will “land” on this page.

Menu tabs

The menu tabs that were available on the old format on the left hand side of the page are now displayed as tabs in the main display just below (see Starbucks example above) the new cover visual.

It is only possible to display four tabs across the page. The other tabs/applications are available from the right of these displayed tabs by selecting the “down arrow”.

At any time it is only possible to display a maximum of 12 tabs/applications. It is possible to select your own choice of tabs to display on the main page except for photos, which will always display first.

You can do this by clicking on the “down arrow” which will display all the tabs. From here you can swap between tabs that you wish are displayed in the main view.

Posting

You can post as normal but there are a few new features.


Pinning a post – It is now possible to pin a post, which effectively means it will be featured and stay at the top of the page for 7 days.

Other subsequent posts will appear below this post in the stream. This is done by selecting the “pin to top” option (see visual above) that is available to you at the top right corner of each post. You would use this to position your most important post at the top of a page for each new visitor to see first.

Star post – when you “star” a post it will stretch across the full display instead of appearing on the left as a normal post. This will give that post more prominence on the page and it is very useful if you have posts with a lot of content.

Hide/delete post – it is now possible to hide a post (& unhide after if required). When you hide a post it will still display in the  “activity log” as a post. As before it is also possible to permanently delete a post.

Change date of post – it is possible to alter the date of a post so that it will appear in a different position on your timeline.

Milestone – it is now possible to create a “milestone” post, which is a way of marking special events in the life of the business such as a product launch or key event. This feature allows you to upload a photo and specific the milestone date.

Personal User view

The display of your business page is totally customised for each user.

MadMen on facebook
When a user visits a business page their own friend’s activity with that page will appear on the right hand side (see Mad Men visual above) making their experience with the page more informed and personal.

Display View

A user can view different aspects of the business page by choosing from the menu that appears at the top of the page once you start (see image below) scrolling down.


From here the user can choose from the menu of Apps/tabs, choose from the timeline or select different types of highlights.

The timeline can also be accessed directly from the time bar on the right hand side of the page.

Messages

The messages facility is new to Facebook business pages and is a very significant development. Fans of the page can now send a “message” to the page directly if they want to communicate as an alternative to posting directly on the page (which would be visible to all users).

These messages can be viewed and responded to in/from theadmin panel (top of your page). It is possible to shut off this feature preventing fans of the page to send messages.

It is really important that messages are responded to promptly.

Other Features

There are a few new features worth mentioning.

Approval of Posts – it is possible that you can change the settings so that all posts require approval before appearing as posts on the page (this feature can be accessed by going to the  Admin Panel, choosing Manage Page tab, Edit Page, Manage Permissions menu)

Activity Log – from the admin panel it is possible to access a log of all posts by type

Insights – there is now more data available to track the success of your activities

Competitions

This is now a very tricky area for every business who has been building numbers of fans on their page by offering prizes.

The facebook guidelines are quite strict and the new format, which cuts out landing pages where businesses have typically hosted competitions will make it even more difficult.

If you want to run a compeition you will need to:

  • Host it on an app/separate canvas page
  • State clearly that it is not endorsed by Facebook
  • Ensure that the entry criteria does not involve a Facebook activity such as “liking”,”sharing” or “commenting” – for example it could involve answering a question
  • Ask each entrant to give seperate contact details
  • Inform the winner independently of Facebook (by email or phone)
  • Only announce the winner on Facebook once they have been informed and have given their permission

Rozanne Stevens Cookery School
The competition can be mentioned on the wall of the page but cannot be featured on the page.

It would be an idea to mention the competition in a post and then to pin the post to the top of the page, keeping it there above other posts for at least 7 days.

Winning on Facebook

So – with all of these restrictions how can you build your numbers on your Facebook business page and really start engaging with fans?

Facebook Like Button
Content, content, content is the answer…

Without any big fancy tricks or gimmicks you need to give fans good reasons for coming onto your page.

Maybe it will be ..

Because they like you and like what you say

Because they are the first to learn about new products, events and sales?

Because you ask for their opinion and they enjoy giving it

Because you say really interesting things that they enjoy

Because they learn things from your page

Because you give good advice, provide useful tips and information

Because you are really funny and cheer them up

Because you run good competitions and promotions

Because you operate a really great business and they want to express their thanks – a live testimonial!

Because there are really useful Apps on the page

Because they want to feel part of something special

Its important that you achieve all of this through regular posts that are varied, visually interesting and not at all “spam like”.

Over 29.2 million people “like” the Starbucks business page – that’s a lot of coffee drinkers!

“Like” – If you want to boost your page numbers think of this simple word!

While we are having this conversation why not Like the Fuzion Facebook page – we need to catch up with Starbucks!

Social Media Training

If you require assistance with your Facebook activity or any other aspect of your Social Media presence including your overall strategy, blogging, Twitter or LinkedIn use please give us a call.

Fuzion provide Social Media Consultancy, one to one training and run courses for various organisations incuding the Enterprise Boards and the Digital Marketing Institute.

Your 31st March to-do list

We have mentioned a lot of issues and changes but the main things that you need to concern yourself with for the 31st March are:

  • Maximise your visual opportunity through a customised cover age (851 x 315 pixels)
  • Decide on the tabs that you wish are displayed on the main page
  • Review your settings that allow visitors to post
  • Decide if you wish to allow fans to leave messages

Until next time !!

Greg Canty is a partner of Fuzion


I had a Great 2012 because ..

December 14, 2011
I had a Great 2012 because ..

I had a Great 2012 because ..

 

Well – how did you do?

Did you achieve what you set out to achieve in 2011?

Did you make ambitious plans and fall short of them or did you make any plans at all? – If you did, well done!

I don’t know about you but making plans and actually achieving them is always challenging and at the start of the year I find myself at the start of that loop all over again making promises than often will never materialise!

Last year I wanted it to be a little bit different and I had my own creative and quite practical idea, which was inspired by a book I read called “The Art of Possibility” by Benjamin and Rosamund Zander (a really interesting motivational book by the conductor of the Boston Philharmonic Orchestra and his wife who is an executive coach).

This idea is rooted in the power of visualisation – the principle behind this is that if you visualise what you want to achieve then there is a much better chance of it actually happening.

Here goes ..

Take a pen and paper and simply write your diary entry in advance for your last working day of the year ..

Imagine just before you switch off the lights in the office, before you head out the door to do some last minute shopping and enjoy a well-earned rest, you quietly write your diary entry.

It might go like this..

23rd December, 2012

Wow, that was some exciting and really fulfilling year!

It was a great year because I really achieved what I set out to both personally and professionally and even more besides because of those opportunities that cropped up that I wasn’t even expecting. At least I had my eyes open and when they occurred I spotted them and grabbed them.

I started the year with a few really clear goals including (go for it, be specific – list at least 5!)

I thought these goals were going to be really challenging, but I achieved these as I made a few important changes in my life that were necessary such as (be honest – what needs to happen for you to achieve those goals – your conditions for success).

It wasn’t all plain sailing and I had a few setbacks but I kept a clear focus on my goals, I kept a positive outlook and by digging deep and having a clear belief in myself and my abilities I managed to achieve them all in the end.

I’m glad I kept a positive outlook and kept my eyes open for those genuinely unique opportunities, which I know will only present themselves in this challenging economic climate – it made a huge difference to my business this year, which I wasn’t expecting.

Merry Christmas and Happy New Year,  2013 – Bring it On!

Your signature (make sure you do this)

Put this in an envelope, place it in your top drawer and have a peep at it on the first day of every month (set a reminder in your computer to do this) and see what happens.

We did this with our full team at the end of 2010 and I can tell you it worked out quite well, thank you very much!

We will do it again this time round – I’ll let you know how we got on in about 12 months’ time.

By the way I’ve just ordered a really nice new car – guess what was on my list last year!

…what are you waiting for?

Greg Canty is a partner of Fuzion

Google Adwords and when you should try other forms of “Sniper” Advertising

July 18, 2011
Fishing for customers!

Fishing for customers!

I am a big fan of Google Advertising  used as part of marketing campaigns for our clients fishing for new customers – the Google Adwords platform is really valuable and I often refer to it as “Sniper” advertising.

Instead of your traditional “blanket” type advertising on newspapers or other media with your Google Adwords campaign you can target anyone that is searching for your products or services – effectively you can target the “low lying fruit” – those people who have already decided that they want what you have to offer.

If you are not found you are not in the game.

Google Adwords operates on a bidding basis whereby you “bid” on particular keywords or phrases – when someone searches for these your advert will display (if you are bidding competitively enough) and if the user clicks on your advert they will be directed to whatever page of your website you have specified. That’s powerful stuff – bringing them right to what they were looking for.

The great thing is that these campaigns operate on a Pay-per-click basis, which means you only pay when your advert is clicked on.

This sounds like an automatic recipe for success but there is no guarantee that the customer will order or enquire – once they arrive at your website you need to ensure that the content excites them sufficiently so that jump into some form of action.

Google Advertising

To Google or not to Google?

Google Adwords Tips

There are many tips for making the most of your Google campaigns:

  1. Avoid broad match – make your bids either “phrase match” or [exact match] (Google either of these phrases and you will find explanations)
  2. Build up Bidding gradually – start low and nudge your campaigns up slowly, keyword by keyword
  3. Quality Bidding – be careful with your adverts – split your campaigns into different groups, write separate adverts for each set of keywords and specify an appropriate landing page for each. Optimise your website ensuring that important keywords are catered for.
  4. Variations – work on your keywords – spend some time working on all the different variations and add geographic variants of these (PR in Dublin etc)
  5. Google Suggestions  – the Adwords software will help you with word variations (make sure you add these in “phrase” and [exact] match formats)
  6. Know your Margins – don’t go beyond what is sensible for keyword bids (pause keywords that are too expensive)
  7. Measure SEO – make sure that you are not bidding on keywords where you are performing well organically
  8. Position First is not necessary – sometimes Position First can be a lot more expensive than 2nd or 3rd, which may make a lot more sense
  9. Reporting – set up your reports and keep an eye on the keywords that are using up most of your budget – make sure it makes sense to spend money on these keywords
  10. Be Patient – people might come to your website a few times before they purchase – would you buy 1st time you visit a website
  11. Awareness – while orders and enquiries might be the ultimate goal other benefits could include awareness in the sector
  12. Compare Value against Traditional Advertising – Google Adwords is another form of advertising – compare the effectiveness of your budget against what you are getting in other forms
  13. Database – Once you get people to your website try to get them to sign up for any form of database (newsletter, Facebook or Twitter)
  14. Content Placement – Avoid content placement adverts in most cases (where Google places your adverts on various websites on the net)
  15. Professional – Get help from a professional when you are setting up your campaign but ask for training on how to use it (if you do not know what you are doing Google can be a hungry beast!)

(I’m sure you can add many more tips – I will gladly include other suggestions!)

Facebook advertising
Facebook Advertising a serious player?

While Google is a great form of online advertising it doesn’t always work and there are times when you should consider switching budget to either Facebook or LinkedIn advertising.

With both of these platforms you target a “fixed” advert(s) and pitch it to a certain demographic of people – these adverts operate on a pay per click basis in the same way as Google. (LinkedIn is the more expensive of these platforms).

The demographic options with both are quite different and as you would imagine LinkedIn is much more suitable for Business to Business advertising.

When advertising here it must be remembered that the person using the platform has not executed a “keyword search” – they are merely using the platform – this probably means that the “click” onto your website is probably less valuable or less immediate than with Google.

I would consider these platforms as an option when:

  • Your keywords are just too competitive, and as a result too expensive on Google
  • Your product or service is quite new and people do not yet know how or what to search for
  • Your objective is more about awareness and branding and building a following (Facebook)
  • You want to advertise to your prospects in a more social or specifically business environment (Facebook/LinkedIn)
  • You want to target people with declared special interests (Facebook)
  • You want to target people who work in particular industries and who hold particular job types (LinkedIn)
  • Demographics are more important that search keywords

A superb feature of Facebook advertising (this is why Google are starting to target the social media space with Google +1 as it is a real threat to their revenue) is that you have the option of bringing users to your facebook business page – here you hope they will “like” the page when they get there and then you will enjoy a cumulative effect with all your advertising efforts.

Once you have an interested person on your page you can then excite them with your content, which should lead to plenty of business over time.

Summary – Pay Per Click

Pay per Click advertising is still growing and should be seriously considered as part of your marketing mix. Now there are even more options online and it is important that you understand each of these and explore how these could work for you.

Each of the platforms present unique opportunities, which if executed properly should bring extra business to you.

Pay per click? – It’s just a click away, what are you waiting for?

Google, Facebook or LinkedIn

Greg Canty is a partner of Fuzion and runs Pay Per Click campaigns for a wide range of clients

The Fuzion Women and The Royal Wedding!

April 29, 2011
Mary & William

William and Kate or is that Mary?

Now before I go any further let me stress that at Fuzion we have a team of intelligent, diligent and very hard working women ..

“Oh my God” this is going to be the best day ever … Mary (our Londoner, who may feel hard done by today – in the UK this would have been a day off – I think it is here as well!!) declares in a very excited fashion – Oh My God is right !! They are definitely a different species ..

The amount of time and detail and arrangements that have gone into the big day is incredible – I’m not talking about the the arrangements in London, I’m talking about the arrangements by the intelligent and hard working female crew in Fuzion.

The William and Kate inscribed champagne flutes are on standby, special cakes have been baked for the occasion, the LCD screen is set up and the wedding of the decade is about to be screened.

10:30 AM and we are already listening to the excited screams, oohs and aahs about the different dresses and I can confirm that the girls have freely admitted that “we would all love to be a princess”!

10:40: “Oh my God, I have that coat”, “Look at the dress it is, AMAZING !!” “She’s put on weight” “Look, look it’s Prince Charles”

11:02: The girls freak out as the screen freezes on the CNN feed- panic !

Now all the boys are watching it as well ..if you can’t beat them you may as well join them!

Major excitement as we have just unveiled a picture of Mary with Prince William – Paul did a great job with it and I think Mary is genuinely impressed .. we have another little gift for her later!

11:45: We are in the middle of the vows and girls are nervous .. very tense … Yahoo !! They have done it

Fuzion Girls

Fuzion girls working hard!

12:15 “Do you think they will kiss on the balcony ?” – What do you think? – of course they will ..

The champagne and Pimms is flowing, the scones and cream are ready, we have sandwiches, we have gorgeous cheeses, we have pate .. we’re having fun!

The girls are now practicing their Queen “wave” – Jill is definitely the best, guess who has done this before.

Mary is not impressed at the picture of her as the Queen, she prefers being a Princess I am guessing – she is the most fabulous girl, we’re mad about her! William would be lucky to have her but he had to settle for Kate, another commoner.

12:50 Ali arrives to join the fun!

13:05 and all the girls now are just waiting for the balcony kiss (by the way Posh Spice’s outfit got the thumbs up!)

13:27 – the moment has come, they have appeared on the balcony – Mary has declared to us that “I have goose bumps”, Kerrie being very practical “Ah for God’s sake, hold hands will ye!” .. wait for it, wait for it .. lots of waving, anticipation, more waving and there you go, smack – the most polite, useless pathetic kiss of all time!

.. the crowd are chanting … kiss again, kiss again, obviously not very happy with the 1st one … nothing doing just yet, more waving. Ah damn – they kissed while the cameras were following the air force jets flying overhead – what a waste!

That’s nearly it, they’re all going in, backs turned and in they go – “That marriage isn’t going to last” , “Ah, I think it will”

Fuzion wedding girls photo
Fuzion girls know how to have fun!

William and Kate (or Mary!) you brought us a little bit of magic today, thank you and the very best of luck!

It probably won’t be easy..

Now – back to work!

Greg Canty is a partner of Fuzion

Are you spending enough on Positive Costs?

April 25, 2011
Doorman - Positive Costs

Meet and Greet - Positive Cost?

In my accounting days (yes, I know most of you won’t believe it – I was!!) we had a few different ways of looking at the costs of a business.

The most popular of these was a very simple analysis – Fixed Costs, which were those costs that would not vary with volume and Variable Costs, which were the costs which did vary according to volume. This was quite a simplistic model, which didn’t always hold up!

We then had other methods of looking at costs such as Zero Base Costing and Activity Based Costing .. interesting stuff indeed!

Since the recession has kicked in I have witnessed first hand clients being advised to cut back on expenses by the accounting fraternity and often they just do it themselves automatically – the types of costs that get chopped first are those that are deemed to be “unnecessary”, which will typically include marketing &  advertising spend, sales reps, items like training, corporate entertainment, Christmas gifts, staff entertainment  and other “extras”.

On the surface it is easy to figure out why companies would cut back in such a way but you could ask the question: Why spend this money when sales were easier to come by and when it is harder to win business you just abandon them?

Could reduced sales be a self fulfilling prophecy when you cut out certain overheads?

The New Cost Model

Taking the knowledge of my old profession and combining this with what I am witnessing with clients every day I am now proposing a new way of analysing costs.

Here goes ..

There are actually three types of costs:

Negative Costs –   these are the costs that a business is “stuck” with, regardless of volume. It would include Rent and Rates (but not necessarily 100% of these – I will explain that later), Insurance, ESB, etc.

Maintenance Costs – these are the costs of servicing the business that you have brought in. It would such items as staff costs, raw materials, power and delivery costs.

Positive Costs – these are the costs that are all about bringing new business in, effectively the costs, which should have a “positive effect” on the business.

Positive costs are the most important costs of the whole business, they are the elements that are designed to start the engine, the elements that can make things happen, that “trigger” customers to actually place an order.

Positive costs are far reaching and could include surprise elements that you would not expect: the premium you pay to have a premises in a location that will bring in more customers, the cost of washing the car after it has been serviced, the cost of polishing the shoes that have been repaired, the cost of having a receptionist who answers calls promptly and deals with customer queries swiftly.

There could be an element of positive costs to most people overhead in the business – the porter who does “meet and greet” at the door of the hotel, the credit controller who carefully spends time with customers who are experiencing difficulty, the accountant who spends time with customers to understand the business better, the staff party to reward a hard working team and a deliberate initiative to improve morale.

I’m sure with a little effort you will think of thousands of other unexpected examples – all of these elements contribute to bringing in more business and create a “positive effect” on the business.

Of course Positive Costs will include items such as advertising, marketing, graphic design, web marketing, social media activity and even PR!

Positive costs are absolutely essential for generating business for any company – cutting these out may be viewed as a necessary step but it will eventually choke the oxygen of the business.

Recession (or any time for that matter)

Using our new cost model I would suggest the following approach:

Analyse your costs into the different cost categories and work towards –

1. Reducing the negative costs as much as possible

2. Improving efficiencies and work practices so that maintenance costs are as little as possible

3. Spending as much of your overhead budget as possible on positive costs .

I am not for one minute suggesting naive spending – always look for the best value in your positive costs and don’t waste money, making sure they are actually positive costs – that the spend results in increases in business.

Are you spending enough on Positive Costs in your business?

Greg Canty is a partner of Fuzion


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