An Innocent Rebrand?

March 18, 2020 by

Innocent’s social media team is back at it again, with their genius PR stunts.

After their ‘Pancake Tuesday‘ craze encouraging the public to use their lemon and lime sparkling drink rather than lemon on their pancakes, Innocent have hit us with a branding stunt. In terms of social media engagement and key messaging innocent hits the nail on the head with this stunt.

Innocent rebranding

Posting on their social media platforms, the juice brand announced new shiny labels for their smoothies, claiming the drinks are now boosted with even more vitamins than before. What looked like packaging created from WordArt, followers were left rather confused about their new, unoriginal designs.

As the online community often does, individuals quickly became critical of the new packaging, pointing out obvious errors.

Between the misuse of upper and lower case letters and simple spelling mistakes, not to mention the use of the comic sans font, the new labels were a complete disaster.

However, Innocent used the increased engagement to their advantage. Responding to one commenter ‘We wanted a fun font with a lot of energy. It might not be for everyone, but we think it really packs a punch, like the extra vitamins in our drinks.’ They were promoting their key messaging in their replies.

As more opinions flowed in, Innocent continued to announce more rebrands and new labels, exaggerating the comments they had received. When one individual said there weren’t enough pictures on the labels, Innocent came back with packaging with only pictures. Several joked that there wasn’t enough comic sans so Innocent went full throttle with the font and so on.

Innocent rebranding

Innocent re-branded a total of 12 times within 24 hours, with each rebrand as ridiculous as the next. 

While Innocent’s designs continued to receive a bashing, followers were delighted their opinions were being considered. The social media team continued to respond to their audience and made fun of the rebrand in the process mentioning over and over that their smoothies contained more vitamins, again reiterating their key messaging.

The stunt was completely genius! 

Some LinkedIn followers also copped on to their clever strategy “Looking at their Twitter, the Innocent team are responding to the hate with even more terrible designs, generating even more engagement. They know people love a moan and are quick to share their dislike so well played, as always innocent drinks! Great way to showcase the brand and flavours and get people talking!

Both rebranding and PR stunts can be risky business and are often open to backlash however, Innocent executed this stunt perfectly using the wit and satire, they are typically known for as well as running a clever experiment that showed them how people felt about their brand!

Niamh 

Niamh Lawlor is an Account Executive with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

Taking away the fear and the power of great communications the KLM way

March 13, 2020 by

KLM Airlines - Coronavirus

I just received a very clever piece of personalised email correspondence from the President and CEO of KLM Royal Dutch Airlines, Pieter Elbers, which was designed to reassure anyone contemplating a flight with them that they are to be trusted during these worrying Coronavirus times.

It was really clever for a number of reasons..

It was Personalised

The email used my name…us customers love that!!

Really understanding the Customers Frame of Mind

The email understood my frame of mind perfectly and took me through a thought process step by step addressing my concerns and “What Ifs”.

The story in my head is that getting on a plane in a confined space with other people at the moment is one of very worst possible things that you could do. How can planes be cleaned between flights efficiently, what about all the places that a person will touch on the plane and what about the air circulation?

As a frequent traveler with KLM, you trust us to not only take you where you need to go, but to do so safely, comfortably and responsibly. Today, as the world comes to terms with an unprecedented health scare in COVID-19 (Corona virus), these values are more important to us than ever

His email addressed my fear and it reassured me step by step what they are doing at KLM to make sure that it is a safe environment.

He spoke about Safety and Hygiene procedures in very specific detail

  • Thorough cleaning and disinfecting before each departure itemising
    • Cleaning of galleys, carpets and toilets
    • Cleaning of tray tables, armrests, headrests and seatbelt buckles
  • Continuous cleaning by cabin crew in the air
  • Cabin air is continually refreshed with outside air
  • Using hospital-grade HEPA filters that are 99.99% effective in preventing airborne bacterial and viral organisms such as COVID-19
  • All flights have special Corona-kits and the team are trained in containment measures
  • Hygiene extends to catering, ingredients are fresh and locally sourced, strict guidelines to preparation

There was a link in the email to a video, which provided more information about hygiene at the airline.

While I was reading this impressive list of hygiene steps I was thinking of course that KLM would say this because they are protecting their interests and spinning the risks in their favour.

This was addressed:

“I fully understand the hesitation many people feel at the moment when deciding whether to book a flight or not. But you can feel secure in the knowledge that KLM has taken every precaution necessary to protect your health and the health of your loved ones.

In this emotional time, you can be assured that we are guided and consistently act by fact-based, circumstance-driven decision making. On a daily basis, we work closely with the top experts at the World Health Organization and Rijksinstituut voor Volksgezondheid en Milieu (RIVM) in the Netherlands”

Beyond the Airline

And what about the other things that can go wrong about a journey that might have you unable to take the flight?

I also understand that your concern may not be about your journey with KLM, but about the many unknowns about the situation on the ground at your destination. That’s why you can book your KLM flight with the confidence of being able to change your booking without a change fee

It’s not exactly a refund but ..

Practical Information

The email provided practical information and demonstrated the professionalism of the airline

“We are in constant touch with all the relevant authorities to adjust our network as required. This means that we can immediately respond when new travel restrictions are announced. For the latest information on flight status, please visit our travel advisory page or use the KLM app and let us keep you posted 24/7 with push messages

Proud History and Customer Service Ethos

The email went on to highlight the history of the airline, the number of employees and the customer care ethos

“In 100 years of operations, KLM has faced many challenges and always emerged stronger. We were able to do so because we put you, our customer, at the heart of our operation. With that commitment in mind, I am confident that we will overcome this challenging time as well. As you know 33.000 KLM staff will go further to recognize your concerns and take care of you.”

We always preach to our clients that in their communications that they should weave in their ‘Key Messages’ – this was done here in a very clever, natural way.

Trust, Care, History, Customer Focus, Scale …. many boxes ticked!

Tone and Language 

All of the language used was appropriate, non-corporate and very down to earth and the tone was caring and inclusive, which was sealed in the email sign off

“Thank you for choosing KLM, and safe travels”

A Great Excuse to Communicate with Potential Customers!!

The most clever aspect of all with this email correspondence is that the Coronavirus, despite the horrible scenario, gave KLM a reason to reach out to all of their customers and remind them about their brand and prompt them to possibly think about them when booking flights in the future when things are hopefully back to normal.

It was a really long time since I flew KLM (I’m not sure what the GDPR police would be saying about this!!) but they have made me think about them in a really positive light which brings me to my very last point.

This is Positive PR

KLM have taken the opportunity (in awful circumstances) in a really nice, caring and soft way to reach out and tell a lot of people just how great they are!!

I’ve just told you about them..

So, a huge well done to KLM and their team for a really clever and well timed piece of correspondence that reminds us all about the power of great communications!

Can you do something similar with your customers today?

Greg

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

Managing Covid-19 from a HR Perspective

March 12, 2020 by
Laura powney

Laura Powney, HR & Employment Law Consultant, HR for Better Workplaces

 

We just received an ezine on advice for businesses on how to manage Covid-19 from a HR Perspective from our great friends in HR for Better Workplaces and wanted to share it with you .   It’s written by two well respected HR Professionals, Frank Scott Lennon who has over 40 years experience in HR and is a well renowned author on the subject of HR, and his colleague Laura Powney, who has vast experience as a HR and Employment Law Consultant across a wide range of sectors.

Practical Preventative Advice

  • Produce & display signage encouraging all to wash hands in the correct manner
  • Produce & display signage for the signs and symptoms of corona virus and practical advice on how to limit spreading and contracting it
  • Please ensure any signage you begin to use is from a reputable source, i.e. HSE or WHO
  • Provide sanitizer all around the workplace
  • Nominate a coronavirus (Covid19) Go-to-Person as the link person for your organisation
  • Identify any employees who might be ‘high-risk’ and therefore vulnerable, and put specific plans in place for protecting them

 

Business Continuity Plans

  • Ensure that you have an assigned a Steering Group to develop or oversee a plan for the business in all possible scenarios.
  • Now is the time to begin stress testing plans instead of perhaps waiting until forced to put plans into action and then not being able to fix the issues that arise.
  • A good example of this is perhaps stress testing working from home on a rotational basis by staggering groups of employees now, this to assess the effectiveness and to control the amount of people who remain in contact within the business.  It is also a good rule of thumb to assign these groups so they have a good mix of skills and relevant decision makers in each group.

 

Coronavirus and Illness Benefit Temporary Changes

COVID-19, also known as coronavirus, is a new illness that can affect your heart lungs and airways.

The Government has announced that the rules for Illness Benefit and Supplementary Welfare Allowance will be changed to help prevent the transmission of coronavirus. The changes mean that if you are diagnosed with COVID-19 or are suspected of having COVID-19 and are medically required to self-isolate, you can get income support. 

Legislation is required to implement these changes and emergency legislation is being prepared.

The main changes are:

  • You will not have to wait 6 days before you can apply for Illness Benefit. This means Illness Benefit can cover the first week of a COVID-19 diagnosis (or medically-required self-isolation) and any subsequent weeks.
  • The personal rate of Illness Benefit will increase from €203 to €305 per week for up to 2 weeks if you are medically required to self-isolate, or for the duration of your medically-certified absence from work with a COVID-19 diagnosis.
  • The normal social insurance requirements for Illness Benefit will be waived, if you are medically required to self-isolate or diagnosed with COVID-19.
  • You can get Supplementary Welfare Allowance without having to pass a means test, if you don’t qualify for Illness Benefit and you are medically required to self-isolate or are diagnosed with COVID-19.

The Government has also stated that self-employed people will be able to get either Illness Benefit or Supplementary Welfare Allowance.

If you have coronavirus symptoms or you have been medically required to self-isolate, you should not visit an Intreo Centre or local Social Welfare Branch Office. You can get information about applying for social welfare payments through My Welfare and you can call 1890 800 024 or (01) 248 1398.

If you are already getting a social welfare payment or you are on an employment programme such as Community Employment (CE) and Tús or a funded training and education programme, you do not need to apply for Illness Benefit. Your existing payment will continue to be paid if you are affected by COVID-19. 

You can find information for employees and employers and income supports on gov.ie.

 

Payments relating to coronavirus (Covid-19)

Employee self-isolating by their own choice and not government guidelines or medical requirement:

No payment is required by law as this is the employee’s own choice

Employee self-isolating by government guidelines or medical requirement:

Illness benefit would be payable to the employee from day 1

Government have now urged all employers to support national public health objectives by continuing, as a minimum, to pay employees who cannot attend work due to Covid-19 illness or self-isolation the difference between the special Illness Benefit rate and their normal wages. This may be achieved through the employer considering a range of flexible working arrangements with their employees such as:

  • compassionate leave
  • allowing the employee to work remotely
  • allowing the staff member to ‘work-up’ any time taken at a future date 
  • allowing the employee to avail of annual leave entitlements
  • rearranging parental leave

A number of income supports are available from the Department of Employment Affairs and Social Protection for people whose employers do not continue to pay them during a COVID-19 (coronavirus) related absence or temporary lay-off from work.

Employee self-isolating because employer requests when government guidelines or medical requirements do not exist

Full payment to the employee would be required by the employer

 

Other methods of Leave

If you are considering the option of lay-off or short-term working please observe all points below and consider carefully:

  1. It may not be seen as the most supportive measure
  2. It has to exist as a policy in employees signed contract or handbook
  3. If it exceeds a 4-week period an employee can apply to seek redundancy

This measure is a little less appealing in our opinion and should only be used as a last resort when the organisation has explored all other options.

HR for Better Workplaces provides a bespoke consultation service, with over 50 years combined industry experience. They specialise in practical advice and offer a wide range of HR and well-being services.  Both Laura and Frank have been great friends of Fuzion, supporting and working in partnership on many projects and we couldn’t recommend them highly enough.   Laura or Frank can be contacted through their website https://www.hrforbetterworkplaces.ie/

 

 

Covid-19 Communications and Staying Safe

March 10, 2020 by

The recent news of Covid-19 or coronavirus coming to Ireland is of concern to us all. I am sure you are as glued to the quickly evolving story as we are. 

The HSE is advising the risk of catching Covid-19 in Ireland is still low to moderate, but this may change. However, most people continue to go to work, school and other public places, as usual.

While this advice is still in place, it is best practice to introduce some measures in your workplace such as hand sanitiser at entry points and clear advice about hand washing,  to keep your team and workplace visitors safe and to avoid any possible spread of the virus.  

It is also advisable at this stage to review contingencies around remote working, if this is feasible for all or some members of your team. Another practical approach would be considering remote business meetings, using tools such as Skype, Zoom, Google Meet or Microsoft Teams, so that travel is kept to a minimum. 

Our design team in Fuzion have created an infographic based on the HSE advice that you can use in your office to encourage good hand hygiene. You can get a high resolution version of this poster here

Covid-19 infographic

As well as the potential health impact of Covid-19, we are already seeing economic implications of the virus and your business could be affected during this time of uncertainty. 

The Department of Business, Enterprise  Industry have developed a Business Continuity Checklist that is well worth checking out here.

The Role of Communications

If your business is at risk of being affected, you may have a possible communications crisis issue. In this scenario it is best to ensure you follow the below important steps that we have shared with all of our clients. 

When a crisis occurs, the need to communicate is immediate. Simple steps to ensure this happens can streamline this process:

1- Agreed Spokespeople

When a crisis occurs, it is best to choose spokespeople most suitable for the situation. Identify your key spokesperson and brief them on what’s happening as well as how your organisation is going to move forward. Then move quickly to respond internally with those messages to your employees. The point here is to quickly alleviate any internal fears or concerns in the workforce. 

2– Set up a group on email or Whatsapp only reserved for the crisis with key spokespeople

Crises tend to happen when you least expect them so Whatsapp is recommended so spokespeople can be contacted out of office hours. This group should only have the spokespeople and appropriate decision makers. 

3- Act as soon as possible

If it is not possible to give a comment immediately, ensure the journalist is asked for a deadline and the organisation will get back to them asap. 

If required, Fuzion can assist you with the response to a crisis, or act as a “gatekeeper” for you with the media.  The earlier Fuzion is contacted, the better in order to effectively respond to a crisis or a journalist query for a statement and minimise any damage a crisis can create. 

4- Agree a response/Statement as soon a crisis occurs

In the case of Covid-19, it is best to have a statement prepared so your business demonstrates it is ready and prepared for such a serious issue. This statement should outline how the business has prepared for the crisis and plans to move forward. 

5- Social Media

If appropriate, share your statement on social media and if a crisis happens on social media, it is advised where possible to take the conversation offline and discuss matters either on direct mail or email. 

6- Create a means for monitoring

Once you’ve determined the channel of distribution for your message, monitoring responses is equally critical. 

Careful planning and preparation should encourage readiness for any possible crisis.

However, situations will arise in organisations that may require expert advice and in this case, you can contact Fuzion’s Crisis Communication team here

 

Advice on Covid-19

Advice on Covid -19 from Public Health bodies such as the World Health Organisation (WHO) and the Health Service Executive (HSE) is to minimise infection risk thorough hand-washing, isolating ourselves if we are ill, and avoiding touching our faces. More information on personal care can be found here.

While the period ahead is uncertain, if we can calmly prepare for the unexpected we will be in a much better position to face any possible escalation of the crisis. 

Stay safe and with best wishes

Ciara Jordan and Deirdre Waldron on behalf of The Fuzion Team

 

How PR and Advertising Work Better Together

February 18, 2020 by

Integrated PR, Fuzion

For many years we have seen brands and agencies focusing on one discipline as part of their marketing strategy, thinking PR alone will encourage sales with no advertising (be that digital or traditional) or vice versa. But with the rise of the internet and social media, brands and companies are now realising that they need to use PR and Advertising together to be more strategic when it comes to their marketing approach.

There is no longer a one-way channel between brands and consumers.

Advertising no longer controls the distribution of your message and PR is not the only channel telling your brand’s story. Consumers have more power than ever and are somewhat in control of the message your brand tells.

The general public can get a message out about your brand or company in a matter of seconds or tune in to your marketing messages on Facebook, Twitter, Instagram, Pinterest, LinkedIn,YouTube, or other online forums. The list is endless.

This is why it is now more important than ever to ensure your PR and Advertising are working cohesively together.

Advertising versus PR

Paid for advertising needs to promote and reach the people most willing to pay for a company’s products or services and entice them to buy. PR helps to make this advertising more effective as it cultivates a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. By using them strategically together you hopefully create both awareness and trust with your target audience.

A great example of a brand using PR and advertising together is Paddy Power.

Whether you love them or hate them, you can’t deny they are forever in the media for something they have done. Not only do their marketing stunts get them noticed by their target audience, but they are also often the topic of conversation among other audiences too, spreading their message far and wide.

Paddy Power

Not only does this PR activity keep them top of mind with the public, but it is enhanced by their paid for ads ensuring that they are forever being seen by the people most likely to place a bet. This strategy has transformed them from local betting shop business to global betting giant.

By allowing PR and Advertising to work together you create one consistent message and a synergy effect, so customers see one brand whether they see you on the TV, radio, in print, or online.

Whether you are working in an Insurance company or working on ‘the next big thing’ you have an opportunity to maximize your brand through great cohesive brand building and ensure you are always moving with the times.

At Fuzion Communications we love fully integrated campaigns because we know these achieve the best results and we encourage this with all our clients.

If you would like to find out more about what we can offer, please contact us at info@fuzion.ie or visit our website www.fuzion.ie

Michelle

Michelle Harrison is part of PR team at Fuzion Communications, working from our Dublin office

 

Crisis communication, coronavirus and the communication tidal wave

February 17, 2020 by

coronavirus crisis pr

Camera crews filming outside the company headquarters, a mass of media enquiries and employees with a pressing need for information – when new viruses like the coronavirus run rampant and pictures also appear in the main news stories of a deserted Chinese city home to millions of people, stress levels rise in internationally active businesses and crisis units.

Because epidemics like SARS or the coronavirus can completely disrupt operational processes (https://www.manager-magazin.de/politik/weltwirtschaft/newsblog-zum-corona-virus-a-1304435.html), they can lead to temporary site closures, as in the case of the Bavarian automotive supplier.

Against this backdrop, many questions arise within crisis management, including:

  • How does working alongside health authorities actually work? Who speaks to whom and when? And who has authority over whom?
  • What do we do when the virus is directly associated with the company?
  • Which course of action do I choose: Only implement what has been arranged in consultation with the authorities? Or do we go above and beyond, taking additional measures that will be advantageous to our public image?
  • How best to include affected employees?
  • And how do we handle what experience shows will be a tidal wave of media interest?
  • What do pandemics actually mean for customer relations?
  • And what if the crisis team is sent into quarantine?

Crisis prevention is half the battle

In crisis communication, it is common knowledge that crisis prevention is half the battle. But are companies actually prepared for crisis situations associated with epidemics?

Probably not, because events like the coronavirus are rare. Crisis management generally has more experience with crises such as classic product recalls, serious industrial accidents, or economic issues involving site closures or job losses.

Nonetheless, simple rules also apply to pandemics and can be mapped with clever crisis prevention:

  1. Categorise: what does an identified virus mean for operations? In other words: who is affected by and who is involved in the crisis situation?
  2. Responsibility: who is responsible for communication with which target group? In other words: who communicates with employees, authorities, the media, customers, suppliers and third parties, in which way and how often?
  3. Monitoring: how do we immediately know who will comment on the crisis and how, and above all, which tone they will take? How do we catch false alarms?

Whenever the health authorities are involved in a crisis situation triggered by a virus, a company doesn’t necessarily maintain control of its communications. For this reason, companies should run through these kinds of cases with the authorities in good time.

The current coverage of the coronavirus has brought the fact that health risks for employees present their very own crisis topic to the attention of those responsible for communications.

In the actual crisis situation, adjusting to this crisis scenario means having more time available for crisis communication. In the age of global goods flows and an increasingly networked economy, crises like the coronavirus or SARS will recur. For this reason, clever crisis prevention  is useful in limiting potential reputational damage, giving the crisis unit the assurance it needs to be well prepared and avoiding any blunders in the actual crisis situation.

Frank Schroedter

Frank Schroedter is a Crisis Communications specialist with Engel & Zimmermann AG who are part of the CCNE (Crisis Communications Network for Europe), of which Fuzion are a member

 

Have you lost your MoJo?

February 12, 2020 by

Mojo Traiing Fuzion Communications

There is no doubt that the web is one of the most accessible ways for brands to tell their story.

The internet has made business promotion more accessible price-wise because of social media and the brand’s “shop window”, their website.

And if you know how to do it well, using the internet to get the word out there about your brand story can pay serious dividends.That’s why we here at Fuzion concentrate so much of our effort on internet-based story-telling. And today, we’re going to give you some pro tips on one aspect of how to get the most out of the internet for your brand.

Content Creation is everything, as great content is the way to grab someone’s attention, to get them to stop scrolling and to pay attention to your message…for just a moment at least, and hopefully remember you because you gave them something to smile about or to think about.

There’s a reason why content is the new buzzword for all things digital, including social media and websites. Content is King (or Queen!), and good content can tell your brand’s story in a natural and effective way. But content creation can be complicated and expensive, right?

It doesn’t have to be… (phew!)

You can create really good and engaging content for your social media channels, website and other channels using something that you have to hand right now: your mobile phone.

MoJo or Mobile Journalism, also known as mobile content creation, is an excellent way to create content that looks professional but also creates quick, easy and affordable content for you to tell your brand story.

RTÉ’s Phillp Bromwell is one of the biggest advocates for mobile content creation– check out this fantastic video he created using an iPhone.

So how do you create high-quality, attention grabbing content using your phone? 

Here are former journalist, MoJo advocate, lecturer and Fuzion Account Director, Ciara Jordan’s top tips for creating content with your phone:

Mojo Traiing Fuzion CommunicationsDon’t be afraid

People just like you are creating amazing content every single day using just their phone. If they can do it, so can you, so don’t be afraid to grab your phone and start experimenting with mobile content creation.

Mojo Traiing Fuzion CommunicationsClean your lens

Phones are always put in pockets and a dirty lens can ruin a photo or video – clean it before you start!

Mojo Traiing Fuzion CommunicationsUse the magic square

All modern mobile phones- both Android and iPhone have the ability to put grid lines (check your photo settings) on the photo screen. This will let you take pictures like a professional. Always have your subject in the “magic square”  or the middle square – this will make your photos engaging and balanced

Shoot horizontal video

Hold your phone horizontal if you are creating video – it is very difficult to edit video content created vertically – except if it is a post for Instagram.

Mojo Traiing Fuzion CommunicationsKeep your phone in airplane mode

Disturbing an interview or footage to take a call can really destroy the mood and that can be hard to recreate.

Walk, don’t zoom!

Zooming with your phone will pixelate the image and won’t be high enough quality. So, it is best to move closer to the subject rather than zooming towards them

Creating content on your phone is very rewarding and easy. Before long, you’ll be on your way to creating great content that engages your audience in ways that would have been unimaginable just a few years ago.

Good luck!

If you would like to find out more on mobile content creation or to find out about Fuzion’s Mojo training workshop, from our offices in Dublin and Cork: contact Ciara Jordan or visit our website www.fuzion.ie

Why Video is essential in your 2020 Communication strategy

January 18, 2020 by

Mojo - Mobile journalism Fuzion Communications

Videos have saturated online content and all of our social media channels in recent years so it’s no revelation that the use of video as a content marketing tool has been top of the list in business strategies and I believe 2020 will be no different.

The use of video is incredibly powerful and effective as a communication strategy and it’s never been easier with Mobile Journalism (mojo). Mojo means you can simply record and edit videos straight from your mobile device.

If you haven’t already, here are three reasons why you should consider video content as a valuable marketing tool in your organisation.

 1. Increased engagement

With the introduction of IGTV on Instagram, Watchlist on Facebook and the emergence of Tik Tok, video content has never been so popular.

Nowadays, the quickest and best way to reach an online audience is through video content. In 2017 Hubspot.com carried out research in which they asked what content would consumers rather see from businesses, a whopping 54% of 3,010 consumers said videos. (Content Trends: Preferences Emerge Along Generational Fault Lines).

Give the people what they want!!

People are going to engage with your business if you’re posting popular and quality content.

It’s also been proven that infographics and visuals get processed quicker by the brain than text so why not give your audience the necessary information they need faster? 

Mojo training Fuzion Communications

2. Business Personality

Not only is video a great way to inform your audience about who you are and what your business is about, it’s also a great way to give your audience a feel of the unique personality of your businesses.

Depending on the content, videos can set the tone of your business and provide an insight, which may give the audience that likeability factor that motivates them to invest in your product or service.

SEO Dublin, Cork, Ireland

3. Search Engine Optimisation

If there’s one reason to add video to your communication strategy this would be it: Search Engine Optimisation.

(SEO) is the foundation of your business’s online presence (if you can’t be found you are not in the game!) and with a saturated online market it’s necessary to help drive people to your website.

Google’s algorithm prioritizes web pages that have content other than text, so put simply, search engines will increase your page ranking if you have rich content like videos. This will optimise your visibility to consumers who are searching and therefore boost the traffic to you website. 

Here at Fuzion, we’re experts in mobile journalism and offer specific ‘mojo‘ training to those who are interested in creating great videos themselves. 

Action ….. as they say in the movies!

Niamh 

Niamh Lawlor is an Account Executive with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

 

2020 – Time to get Experiential !

January 16, 2020 by

Ardsallagh Cheese

When it comes to trends in Marketing to look out for in 2020 and beyond I think it will be all about ‘Experiential’ getting closer to the customer allowing them to touch and feel the products and services and to meet the people behind them.

We see ourselves that the noisy, over crowded, algorithm choked social media space, which not so long ago provided a fantastic opportunity to “get close” to customers is proving very challenging without substantial advertising budgets.

The social media “influencers” in the main who had a short moment in the sun, over cooked the magic by quickly switching from being genuinely passionate about their sectors to being “show me the money” merchants.

The cynical and very savvy consumer is seeing through all of this “BS” and is slowing returning to more trusted and reliable traditional media, which is really interesting as they are craving something authentic, something that does not leave them cold.

An interesting medium that we see doing well is podcasts, which if executed carefully is a very special way for your customer to get to know you better while they are commuting or in the gym.

I was judging the podcast category again this year for the Digital Marketing Awards and I could see some really great examples of companies using the medium to great effect.

I noticed with interest last November, Amazon the leaders in online retail, promoting their ‘Black Friday‘ sale with full page adverts in the national newspapers, billboards around the city and even customer events.

For the third year running in London they had a free four day “pop-up” event, ‘The Home of Black Friday‘ whereby customers were treated to all sorts of entertainment and demonstrations as well as being able to ‘touch and feel’ some of the special Black Friday deals.

As well as checking out the huge range of epic deals on offer throughout Black Friday and Cyber Monday, visitors to the Home of Black Friday had the chance to try out the latest must-have products from beauty to tech and preview the latest screenings from Prime Video.

They ticked the boxes on all of the customer demographics with complimentary workshops and experiences including, DJs, Rappers, yoga, cocktail masterclasses, beauty makeovers and Christmas workshops.

It turns out that clicking on images of items on our screens isn’t the “be-all and end-all” after all!

We witnessed it ourselves before Christmas with the weekend events that we ran for Dunnes Stores in some of their leading stores in Cork, Dublin, Galway and Limerick, whereby customers could meet the food producers, taste the food, meet the designers and see the fashion on models and watch some demonstrations by experts.

Dunnes Stores

I am now buying the Ardsallagh Cranberry Roulade Goat Cheese and Himalayan Salt Aged Beef on a regular basis after chatting with the cheese maker and the butcher from James Whelan Butchers, I’m wearing SPF skin cream protection for the first time after meeting Darren Kennedy and I am wearing a cashmere jumper from Paul Costelloe!

I also, as well as having more belief in the wine selection at Dunnes Stores, I have some new favourite wine brands after listening to the wine buyer talking about his favourite wines and the vineyards they come from.

In truth, no advert or social media posts would have had the same habit changing effect on me and there is a lot of money in our habits!

So for 2020 and beyond, I can see us all working really hard to create those new opportunities to get closer to the customer through real life experiences.

Greg

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

Alzheimer’s: ‘It is an odd thing to grieve for someone who is still alive’

December 17, 2019 by

Ciara Jordan

As Published in the Irish Times 17/12/19

It is an odd thing to grieve for someone who is still alive.

Nothing has ever resonated with me more as when I heard Alzheimer’s described as the long goodbye. The grief with the illness is cruel and unforgiving.

A kind of limbo grief.

I feel like I don’t have a right to see something that reminds me of my mother and sit down and cry my heart out. Like when I got married and she didn’t understand what was happening, and doesn’t know her only child finally settled down after her spending years telling me to do just that.

You don’t feel like you have the right to this grief.

Because she is alive. I can see her. I can touch her. She was at my wedding.

Except it isn’t my mother.

I can tell her I had a walnut whip today and it was delicious and she will smile, childlike. But she doesn’t know what I am saying. Every now and then she will look at my wedding ring and admire it, but not know it is her daughter’s ring she is admiring. Mum sometimes knows she has a daughter, but not that I am her. She sometimes knows she has a husband but often asks my dad where he is.

Ciara Jordan wedding

Each time grief stabs at both of us.

My mother has had Alzheimer’s for more than five years.

That is a five-year goodbye.

The first sting of grief was the shock of her diagnosis. But that first year she just seemed a little more forgetful, a little bit more irritable. A little bit more scatty, but still my mother. Still her devilish tricks. Still her wonderfully wicked sense of humour. Still had her vanity. Still telling me to settle down and have some babies.

Initially, we were lulled into a false sense of security.

The next year, she seemed less my mother.

And the year after.

Slowly, she was stripped of those personality traits that made her my mum.

The past two years, Alzheimer’s has stolen her.

Every now and then, my dad and I will recognise glimpses of that devilish way of hers, but they are mostly gone.

It was her loss of vanity that was almost the biggest stab of grief. The first time I picked her up from her nursing home I was gung-ho: “not letting my mother go back to that place full of old sick people – she would hate it”.

Then I realised she didn’t hate it. She fitted in with the old, sick people. She actually seemed to like it. That was a blow of grief. And each time that sharp pain that takes your breath away reminds you that this is not a quick process. There are plenty more to come.

Ciara Jordan

I have tried to prepare myself for every stage of the disease and the inevitable stab of grief. But it doesn’t get easier. I hear people who have lost their own mother and empathise, but feel like I can’t because physically I haven’t lost mine.

It is a weird limbo. It is like a boxing match you thought you were prepared for but weren’t.

But I have lost my mother. And in many ways, I can hear her saying, “we just have to get over it and keep going”.

What I would do to argue with her again, and her to tell me she doesn’t like my dress or hair.

We are from Galway and Western Alzheimers, which provides care for people with Alzheimer’s in the west of Ireland helped us find out what our rights are with mum, and they provide long-term care which she is currently in.

Christmas is a hard time for grief and the support for carers and those who are left behind from Alzheimer’s. While there are supports for carers, these supports are limited, especially in rural areas and need to be increased so they are easily accessible right across the country.

Especially at this time of year.

Ciara Jordan - Fuzion CommunicationsCiara

Ciara Jordan is an Account Director with Fuzion Communications and she leads the media training team, from our offices in Dublin and Cork.


%d bloggers like this: