Posts Tagged ‘Cork’

Working from home: Coffee, skipping and a cat called Gizmo!

April 2, 2020

Heading into the end of Week Three of our #WFH and there has been a LOT of people offering top tips on “how to work form home successfully” as blog posts, infographics, downloadable white papers, illustrated series of Insta Stories and so on.

And the most successful thing that I have done to date is not read any of them!!

But I have learnt a few things about myself, which are based on nothing more than my own thoughts (and one or two are based on anecdotal observations by members of my family).

I drink way more coffee at work than I do at home, and I have access to 7 different electrical, mechanical and gravitational methods of making coffee at home, as opposed to the massive tub of half caffeinated dust/half pure crack cocaine that sits in the cupboard in work.

I have three different types of coffee beans from three different roasteries, AND I have an in-house trained barista on a COVID-19 based sabbatical on call in the front room. And with all of these amazing elements at my disposal, I have reduced my coffee intake from 5 cups a day to one, perhaps two.

I don’t know why… It’s just an observation. (I also have a large jar of Blue Maxwell House that is out of date since 2018 for emergencies!!)

Some of you may know that I am a cyclist, a commuter cyclist, I do approximately 9.7km a day, five days a week, in the sun, in the dark, in the rain, in the snow, and hot diggity, I miss it.

As dangerous as the roads are ordinarily – and they are dangerous, there isn’t a day that someone decides that either their journey is more important than my life, that the phone call is *that* important (Do drivers not know about Siri etc?), anecdotally, within the cycling community, drivers are currently being less rational, and more irresponsible at a time when really and truly they have ample room on the road to be more observant, more careful and slower – for the first time in a long long time, I am hesitant to head out (within the 2km radius, obvs.)

..So I’ve started skipping.

9am is a solid. 5:30 is a fluid.

I have saved approx €15 in the three weeks that I’ve been working at home by not buying lunch (I get one lunch a week from the Sandwich Stall in the English Market. Go there, thank me afterwards. And you will), but I spent €9 on ice creams in one go on a post-work walk (within the 2km radius, obvs.) the other day with some of my kids.

So I reckon that in the long run it will cost me more to be at home. Are ice creams tax deductible?

We have two cats. One is Lou. That’s an abbreviated name, which is short for Lucifer.

The other is Gizmo, who has a bionic leg from an accident involving a fence and, well, her leg. And she has become my Study Buddy. She sits up on the chair behind me, purring like a bloody Honda Goldwing.

Don’t tell anyone, but I enjoy her company!!

Finally, a note on the IOT.

I have a Sonos Speaker system. They are fantastic speakers. Loud, bassy, clear and bright. but when you are listening to Drum and Bass and you get a phone call, it’s a juggling act that Fosters Circus would be proud of, for me to take the call, find the app that controls the speakers, greet the person on the phone, scramble to open the volume control on the app, turn the volume down, NOT up, and carry on like the true, professional that I am.

So… how’s working from home going for you?

Jonathan

Jonathan Leahy Maharaj is the Creative Director of Fuzion Communications who are a full service agency with offices in Dublin and Cork, offering Marketing, PR, Graphic Design and Digital Marketing Services

 

Not all heroes wear capes, some wear a press badge.

March 27, 2020

Media

I am very proud of Ireland and how we are responding to the Covid-19 pandemic.

Doctors, pharmacists and nursing staff are heroes and showing up to fight this crisis day in, day out, Ireland Vs Covid. As our Taoiseach said, “not all heroes wear capes”. Corny, but also very true.

The less championed hero is the media.

The Irish media are doing a stellar job. Behaviour change is essential in Ireland’s response to this pandemic and the press are key to this. They are the ones that set the tone and keep the message relevant and fresh in the public’s mind. Wash your hands, don’t touch your face, keep your distance.

The media are also front line workers and putting their health and in some cases, lives, at risk in order to save lives.

On top of all of this, they have been forced to learn new ways to do their job.

From Newstalk’s Ciara Kelly reporting from her hot press, Claire Byrne hosting her show from her garden shed while at home suffering from Covid 19, to Ryan Tubridy presenting the Late Late Show to an empty audience.

This is all a stark reminder of the new reality of our lives. News media has been forced to work remotely and adapt and innovate in ways they never have. Print newspaper teams are working from home and are still managing to deliver breaking news and put together a daily paper from multiple locations.

Who said print news is dead and can’t adapt?

These are unprecedented times, and we all need to become accustomed to a new way of living.

It has been said several times that this is the calm before the storm. It is possible that we may all forget the new behaviours that have become our new normal as we settle into new patterns and routines. We may stop singing happy birthday every time we wash our hands. We may forget that touching our face is not allowed, or get sick of staying inside in a few weeks.

But it is the media who will ensure this does not happen by reinforcing the message and continuing to remind us that this is a marathon, not a sprint. We must all play our part.

The next time you are washing your hands for 20 seconds, think of the heroes reporting from around the country who are making sure you don’t become complacent and are who are literally saving lives by helping a nation to change its behaviour. The media play a key role in our society, and this crisis demonstrates that.

Not all heroes wear capes. Some wear a press badge.

#JournalismMatters

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.

An Innocent Rebrand?

March 18, 2020

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

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

Have you lost your MoJo?

February 12, 2020

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

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.

 

How Innocent was the ‘Conker’ publicity stunt?

November 11, 2019

Innocent Conkers

The Coca-Cola owned brand Innocent, famous for its smoothies and juices, is a great recent example of how a communication’s team careful management of a publicity stunt gone wrong can save the reputation of the brand.

Running a very satirical social media narrative, Innocent have a habit of coming up with some “fake news” or stunt products such as ‘100% bits orange juice’ and ‘Marmite Smoothies’, however their autumn themed drink didn’t have the same success.

Innocent came up with the idea to poke fun at dairy free products by creating ‘Conker Milk’. They quickly received backlash as horse chestnuts are poisonous and could seriously harm those who consume them. Although they disclaimed they used edible chestnuts rather than horse chestnuts, people still didn’t really get the stunt.

They responded quickly announcing on Twitter their intentions for a clever advertisement and how it didn’t go to plan, tweeting ‘‘Hello everyone. Yesterday we made a mistake. Now we’re trying to put things right. Long story short: PLEASE DO NOT EAT OR MILK CONKERS

People forgave the brand rather quickly, responding lightly to their blunder, asking whether they should take the conkers out of the oven or if they should use acorns instead.

Innocent turned it into a campaign, urging people not to consume Conkers!

‘CONKERS. Don’t eat or milk them. In fact, avoid them at all costs, creating videos on how Conker Milk isn’t real and posting a fake campaign poster by the ‘Conkervatives’.

They made their message very clear. Innocent’s witty responses to their mistake and reiteration to not eat conkers, resulted in greater publicity than they previously imagined. This gave the brand the opportunity to shed light onto their very real and edible nut-based milk products.

Publicity stunts can be great to get people talking, to draw attention and create news but when they go wrong it’s crucial to handle it effectively. The results of a publicity stunt can be unpredictable so it’s important to take calculated risks every step of the way.

At Fuzion we love to push boundaries and be brave, and have done some stunts to create awareness of taboo subjects such as this Maxi Zoo stunt from their #ScoopThePoop campaign. However we always do a risk assessment (promise!!) before a stunt and we plan for the unexpected.

Innocent’s transparency and ability to make light of a situation, overshadowed their lack of thought and research behind the faux product. While their slip could have been detrimental, the bursting personality of their social media team saved the brands blushes and reputation.

Niamh 

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

 

The October 2019 Social Media Update – What happened?

November 5, 2019

October was a busy month for all our favourite social media platforms!

First up, Facebook!

Contrary to the belief that Facebook usage (including ourselves) has been declining, their Q3 update released showed that they are continuing to add users worldwide. However you will see that Europe and the U.S./Canada are quite static.

Facebook quarterly update 2019

Here are a couple of changes they’ve made this month:

They have removed the ability to schedule a post on desktop for some users unless you’re posting from the “Publishing Tools” page. This probably makes it easier for those of us that bulk schedule but it’s slightly annoying to lose it completely from a page post.

However, there is good news on the scheduling tools front!

Facebook is reportedly testing a new option within its post scheduling options which would enable Page admins to reach their audiences when they’re most active on the platform. It’ll be interesting to see if this comes in as it could be a very useful tool for marketers.

Was your business verified on Facebook via their grey tick?

From now on, all those grey ticks will be gone. Facebook have made this move because users were confused between those and the blue ticks, which are for public figures, media companies and brands.

Now my favourite…. Instagram!

Instagram (at least it feels like it to me when I’m updating my training presentation!) are always updating different things on the platform. Whether it’s Stories or different user tools, there’s always something new in the pipeline.

They’ve changed the whole layout of their Stories screen for users.

You were able to previously swipe along the bottom for the different tools such as Boomerang and Live, now there is a ‘Create’ option including different Story formats such as a GIF screen, templates to encourage engagement with your followers, and other options such as poll, quiz and countdown which were available previously as stickers.

They are also testing a new sticker as seen by Jane Manchun Wong, called ‘Invites‘ which allows users the chance to RSVP to the sticker once posted. If this comes to pass, it would be a great way to interact with followers working similarly to events on Facebook.

Instagram invites

Another interesting test coming soon will be Instagram sorting users ‘Following‘ lists into different categories including different topics.

Business accounts will fit under the different topics that they would have chosen in their Instagram settings. An interesting list to see will be the ‘least interacted with’ and ‘most shown in feed’, based on the user’s activity.

This could encourage users to unfollow some business accounts, so make sure your content stays engaging for your followers!

Messaging!

Instagram is finally introducing new features to their messaging to allow businesses to reply instantly to messages when they’re not available and also to set up an away message. This will be very useful to help communications with customers and ensure no-one is left waiting without an answer.

Instagram messaging

Finally…. LinkedIn are launching their own events feature!

It looks like it works similarly to Facebook Events, and it also gives you the option to invite specific people to an event. This will be great for anyone organising networking events, product launches or any other professional events.

That’s it until next month..thanks for stopping by!

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

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

3 Ways LinkedIn Learning can help your career

October 21, 2019

LinkedIn Learning

LinkedIn Learning is the ‘new thing’ in terms of building professional skills.

After its acquisition of “Lynda.com” in 2015, LinkedIn Learning has become one of the biggest online educational platforms that nobody seems to know about.

From business to creative to technology, the website has over 15,000 courses available to help individuals build their personal knowledge and professional skills.

Here’s 3 ways in which this learning solution can help your career:

1.Learn New Skills

LinkedIn Learning is a great tool for upskilling as it has an extensive library of videos that can help you in all areas of business and technology. 

The platform customises your experience by making recommendations based on your interests, skills and job role. It also showcases trending, most liked and newly released videos. 

Providing you with a course description, information on the instructor and some courses offer a preview option to give more insight into the course before you fully invest in it.

LinkedIn focuses hugely on skills and helps highlight the essential skills that you may be missing. From tutorials on the latest software updates to tips on personal development, LinkedIn Learning covers all areas to ensure success in your career, including a feature which allows you to set weekly goals and track progression.

2. Looks Good For Employers. 

LinkedIn Learning is perfect for those on the job hunt or looking to further their career.

These courses offer the opportunity to earn a badge or certificate at the end of it, which is great for your LinkedIn profile or CV.

While it’s technically not third party recognised and does not have the same credibility as a third level degree or an educational institution’s certificate, Employers will love the fact that you are eager to learn and are taking the initiative to improve your skill set.

This will also eliminate ‘imposter syndrome’ that most people feel when starting a new job as you’ll already have a knowledge or at least some insight into the industry or role you’ll be working in. 

3. More positive work environment. 

In a 2018 study by Talent Works International, there was a 31% higher productivity rate by employees who are happy. Confidence and Innovation has also been proven higher in happier employees. 

LinkedIn Learning includes videos that offer advice on workplace practices, ethics, improving industrial relations and resolving conflicts. By offering solutions to problems in the workplace or how you deal with them LinkedIn Learning can help create a more positive work environment and happier employees. 

This platform will offer you the tools that will help you use your time effectively, more healthily and ensure you carry out your work in the best way possible, whether you are looking to develop in your current job role or for the job you want, LinkedIn Learning has endless videos and courses available to assist you in your career.

Happy learning!

Niamh 

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

It’s all about integration!

September 4, 2019

Donald Draper

A big shift has happened with media in the last 10 years.

I remember 10 years ago when the wheels well and truly fell off the economy, we had a thing called social media, which effectively had become a “free” (except for your time and effort of course) way to promote you and your business.

At Fuzion we were quick out of the traps offering people training on the various social media platforms and when it came to our own clients we were doing our very best to get them up and running and fully embracing this new and exciting medium.

I remember at that time when we devised marketing plans for prospects, complete with a range of different tactics to achieve their objectives, we would always have social media as one of the first tactics to discuss. After all it was free, it was new and it provided another great way to reach their target audiences but in a special and unique way demonstrating the personality of the organisation and those working there.

We discovered very quickly that we shouldn’t have social media as one of the first tactics because with many people we presented to you could visibly see the “shutters coming down” and we would lose their attention.

Quite simply they didn’t want to hear about this ‘new fangled’ thing called social media.

As usual there were a few who broke from the pack and made it work really well for them and bit by bit the word spread that social media could be great for business.

We find ourselves 10 years down the road and with many people, the whole thing with social media has flipped.

In many cases now, prospects call and their request is for Digital Marketing and they don’t want to hear anything about other forms of, let us call it ‘Traditional Marketing’ … the way it used be in the old days!!

So, where are we and where should we be on this Digital to Traditional spectrum?

While digital is great and on the face of it, very measurable, the truth is the social media platforms are overloaded with low quality content, the algorithms have squeezed the life out of “organic” (non paid for posts) and to reach your audiences you must invest in advertising, which is increasing in cost all the time.

The resulting problem that we face is that your social media post, that you have had to resort to putting budget behind now appears as a “sponsored” or “promoted” post and has effectively just become an advert of sorts.

However, social media is very powerful as it allows you demonstrate your personality in a way that other media can’t, it allows you to interact with other users and when you are advertising, it does allow you to target very precisely, depending on the type of audience you need to reach and the social media platform that you are using.

When we talk about Traditional media I am talking about PR, print and outdoor advertising, direct marketing, events, sponsorship and I even include email marketing in this boat.

All of these methods for reaching your audience can be really effective and depending on your objective they can be powerful ways of generating brand awareness or generating leads.

And we have PR sitting in the middle of all of this activity, that art and craft of getting your organisation covered positively in the media, which can be in print or online – at this stage it really doesn’t matter which, as long as you are able to reach your target audience. PR kicks in as well, where the objective might be to try to keep an organisation out of the media or to navigate it through a time where there might be a situation, which could potentially damage their reputation and business.

Trying to cope with all of this can be very difficult, so it’s very important to know your audience and figure out how you can reach them – rarely is this a silver bullet situation with one audience and one perfect method of reaching them.

For example attracting the attention of talent could be just as important to the organisation as selling goods and services to customers.

All paid for media (advertising) comes from the organisation and our savvy consumers know this and as a result may not believe the “sales pitch”.

The sales pitch becomes much more believable when there is some form of 3rd Party verification, which could be an article by a journalist or a review by a customer.

In effect, PR can be the valuable trigger in the middle that increases the return from both advertising and other forms of promotional activity, social media and other online activity, because the customer is more convinced because of this third party verification that we referred to.

So … what’s the magic formula for success?

It’s knowing your audience, figuring out how to target them, choosing that mix of Digital and Traditional tactics to reach them effectively and then carefully monitoring the results to figure out what worked and what didn’t.

While digital marketing can provide great analytics and stats, be careful that you don’t avoid traditional activity just because it’s not as easy to measure.

As a full service agency it is our role to create fully integrated campaigns with that special mix that we believe will deliver optimum results for our clients.

By carefully planning, coordinating, weaving and executing all of these elements together, we believe clients will get an exponential return on their investment. So can you !

If we can help you let us know!

The very best of luck!….

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


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