Posts Tagged ‘Marketing’

From building sites in the UK to teaching 1.3 million young people in Africa to code

October 27, 2018

 Africa Code Week

If you want to get anything done you should ask a busy person!

This must be the big lesson that I picked up when I sat down to record an episode of the Fuzion Win Happy podcast with the CEO of Camden Education Trust and Co-Founder of Africa Code Week,  Bernard Kirk.

An early experience on building sites in the UK set off a powerful light bulb moment for Bernard – without education you will struggle, as he witnessed so many Irishmen slogging their way through life until they could no longer manage the physical toil that was required to do that job.

Bernard is a teacher who progressed to teaching teachers and then got involved in a myriad of events and initiatives that encouraged our youth to advance themselves.

When a Minister asked him to organise a Science and Technology Festival in the West of Ireland this sparked an endless involvement in other projects and initiatives all with the same goal of advancing the potential of young people through education.

Running Africa Code Week, which brings together 1.3 million young people in 35 different countries is a colossal, mind bending achievement.

Where would you even start to organise such an event – Bernard says you pick up the phone, you bring people together, you leverage connections and so on and so on.

Nothing is ever that easy and it is clear that this passionate man doesn’t see roadblocks, he sees opportunities.

Bernard reckons his Irishness is one of his Superpowers and it gives him the unique ability to open doors everywhere.

Click below to listen to the podcast and hear about how this very busy man does it!!

Fuzion Win Happy Podcast – Education is the key to everything

Enjoy the show!

Greg 

Greg Canty is a Partner of Fuzion Communications who offer Social Media Consultancy Services from our offices in Dublin and Cork, Ireland

Are you creating Hygge [Hoo – gah] at work?

August 20, 2018

HYgge

I had never heard the Danish word ‘Hygge‘ before but a podcast that I listened to recently from Freakonomics titled “How to be Happy” resonated with me.

When Helen Russell, fashion editor of Maire Claire moved to Denmark from London with her husband, who had taken a dream job with Lego, she decided to write a book to try to figure out exactly why this country is officially one of the Happiest in the world!!

Her cleverly titled book, “The Year of Living Danishly” digs deep into the psyche of Denmark and why this dark, cold, highly taxed and very expensive country is so happy.

At Fuzion we always talk about #WinHappy as being a core philosophy of ours, creating a positive work culture, where we do great work for great clients but with a smile on our faces.

Some think it is a little Utopian but we believe it is possible.

In Denmark they talk about a very special thing called ‘Hygge‘ , which I found very interesting as it is one of the core reasons attributed to their ‘Happy’ success.

Even on the Visit Denmark website they describe it:

Hygge: The Danish Art of Cosiness

Hygge is as Danish as æbleskiver (Pancake Puffs!!) and it goes far in illuminating the Danish soul.

In essence, hygge means creating a warm atmosphere and enjoying the good things in life with good people. The warm glow of candlelight is hygge. Cosying up with a loved one for a movie – that’s hygge, too. And there’s nothing more hygge than sitting around with friends and family, discussing the big and small things in life.
Perhaps hygge explains why the Danes are some of the happiest people in the world.

I remember visiting a Danish fashion client that we were doing work for and being quite surprised to see candles lighting at the doorway of the offices and in the reception area. The warm glow of those candles certainly softened the atmosphere and was conducive to a positive working environment.

The owners of the business had also brought their little dog to work, who was running around the place! Maybe I should bring Honey and Bert?

In a random Google of the topic around workplaces I spotted an article that mentioned seven ‘Hygge’ tips:

1. Bring a mug from home

Ironically, something we used do in Fuzion was to buy everyone a mug that we thought suited their character!

2. Make a relaxing work playlist

Hmmm…in my work space in the Cork office, close to the graphic design team we always have Spotify playing something that is not too intrusive. It’s more difficult with the PR teams in Dublin and Cork as they are on the phone a lot.

3. Spend lunch outside or take that time to unwind

Too much time is spent by some of us at our desks including lunch break – that is not good and is something that we definitely need to improve on.

4. Decorate your desk or workspace

There are a few pics from home and fun things on people’s desks, but I guess we could go a little further to make the place even more personal.

5. Host a potluck with co-workers

I had no idea what this meant but apparently it is savouring home-cooked meals that your work friends have cooked and vice versa.

I do love when Alma brings in some of her tasty home cooked treats – there is something very special when someone brings something in that they made at home.

“When everybody shares, everybody gets hygge,” is what one author on the topic said.

6. Do random acts of kindness for your co-workers

I love this simple idea as it promotes the idea of friendship and treating your fellow workers as something more than that.

7. Embrace teamwork

Apparently team spirit is part of the Danish culture. From childhood, Danes work in groups and are taught to seek and/or give help in the face of adversity. They are encouraged to remain confident despite their weaknesses and humble despite their strengths.

While we have a great team and do a lot together, too often when you glance down the office we are all busy, busy, with our heads stuck in whatever client work we are doing.

In Fuzion we do our own few things in the spirit of ‘Hygge’ that we could add to this list:

Breaking bread together – Fuzion Friday

Every Friday in both Dublin and Cork offices we down tools and we go for lunch together. We chat about the wins, we chat about the losses and frustrations of the week and we laugh and share weekend plans.

Cuppa anyone?

No one makes a cuppa without asking if anyone else would like a cuppa!

Birthdays

A present is always bought for you on your birthday and wait for it…. our people get a day off for their birthday, which they must take on the day (or very close to it a least). Our client, Regus does this and I thought it was a great idea so we introduced it two years ago.

Slagging/Banter

There is always a nice amount of friendly banter in the office, which is nearly always lighthearted and never bitter.

Holidays

The person who goes on holidays is given a token few quid to buy a meal on us but they nearly always buy some chocolates or biscuits for the office on their return.

Working Late

We don’t like to see anyone caught working late at the office – Saidhbh is the biggest culprit lately!

While it is never perfect and there are the normal pressures and stresses of work I think we do a pretty good job at creating our own “Hygge” – after all, why would anyone want to work in the opposite atmosphere? ….I certainly don’t.

What do you do to create your own Hygge?

At Fuzion, I guess we call it Win Happy!!

Greg 

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

 

 

Don’t be a Commodity, be Remarkable!

July 31, 2018

Health Bars in Multiples

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

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

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

Health bars have become a commodity.

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

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

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

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

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

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

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

Deirdre 

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

Understanding your ‘Story’

February 12, 2018

Fuzion - Brand Workshops, Dublin, Cork, Ireland

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

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

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

 

Understanding Your Story

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

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

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

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

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

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

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

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

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

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

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

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

Greg Canty 

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

Your “Story Telling” Process

February 7, 2018

Jeff Bezos

As part of your planning for this year we wanted to give you a simple Marketing framework using our Fuzion process, that might help to keep year on track.

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

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

When Jeff Bezos, CEO of Amazon declared that “your brand is what people say about you when you leave the room” he cut through all of the jargon about communications, and left us with a very simple task:

Know your story and then tell it effectively to your target audience – Simple!!

The Fuzion process

Our Fuzion Story Process follows some simple steps:

1. Understand your story – make sure you have a deep understanding of what makes you unique

2. Capture your story – all logos, visuals, marketing materials and your website must convey your story

3. Make sure your story is found – if you cannot be found online you are not in the game!

4. Tell your story – you have to proactively push your story out there (your traditional marketing)

5. Engage with your story online – make sure you have your voice on social media

6. Protect your story – be ready to protect and proactive about protecting your reputation

Your plan should take into account all of these elements and they should work together to produce the results you are looking  for.

We’ll go into each of these elements in more detail in further posts.

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

Greg Canty 

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

 

 

‘Great Taste’ and all the other things that flavour what we eat or drink

August 3, 2017

The Great Taste awards, described as the ‘Oscars’ of the food world are organised by the Guild of Fine Food.

They are the acknowledged benchmark for fine food and drink, and when a consumer sees the Great Taste logo on an item it is a sign that they will be buying a great tasting product.

This year (2017) Food and drink producers entered 12,300 products with 4,347 earning 3, 2 and 1 star ratings of which 444 originated from Ireland.

Overall just 165 products earned a 3 Star rating and 1,011 a 2 star rating with Irish products well represented in both of these categories.

PatWhelan, james Whelan Butchers - Great Taste Awards

The Golden Forks (the big winners) will be announced at a celebration dinner at the International Park Lane Hotel, London on the 4 September.

Great Taste, values taste above all else, with no regard for branding or packaging. Whether it is gin, biscuits, sausages or coffee being judged, all products are removed from their packaging, wrapper, jar, box or bottle before being tasted. Furthermore the judges have no idea the price that these products normally retail at.

It’s all about the taste!

The judges then savour, confer and re-taste to decide which products are worthy of a 1, 2, or 3 star award.

As you can imagine the judging panel is very illustrious and this year it included; chef, food writer and author, Gill Meller, MasterChef judge and restaurant critic, Charles Campion, author and Zoe’s Ghana Kitchen chef, Zoe Adjonyoh, baker, Tom Herbert, and food writer and baking columnist, Martha Collison, as well as food buyers from Fortnum & Mason, Selfridges, and Harvey Nichols.

These esteemed palates have together tasted and re-judged the 3-star winners and will finally agree on the 2017 Top 50 Foods, which will be announced in August, with the Golden Fork Trophy winners and the Great Taste 2017 Supreme Champion unveiled on the 4th September.

Just Taste!

Judging the food and drink products on their taste seems very fair and as you would expect – the packaging and branding is removed so that the judges are able to experience the products in their pure, true state, without any interference or bias.

Sunnes Stores - Sticky Toffee Pudding

When do we ever, truly taste anything?

The minute that award winning cake goes into a wrapper, it changes the taste for the consumer.

  • Once we see the packaging, the colours, the type of paper and the visuals, it changes the taste.
  • Once we see the brand name, it changes the taste.
  • Once we read where the product is made and we see the ingredients, it changes the taste.
  • Once the product is placed in a retail outlet, it changes the taste.
  • Once we see where it is placed in the store, it changes the taste.
  • Once we see some POS and the product displayed on a promotional stand, it changes the taste.
  • Once a price is put on the product, it changes the taste.
  • When the product is on special offer, it changes the taste.
  • When a well dressed sampling person invites you to taste a thumbnail of the product, it changes the taste.
  • When we see that the brand is endorsed by a well known personality, it changes the taste.
  • When we see adverts for the product in a newspaper, it changes the taste.
  • When we see adverts for the product in a glossy magazine, it changes the taste
  • When a respected food journalist tells you the product is superb, it changes the taste.
  • When we open the pack at home and we are in a great mood, it changes the taste.

Today’s consumer is influenced by everything they see, hear and taste. We are also influenced by a lifetime of experiences, good and bad, by our peers and we all carry with us a lorry load of biases.

With great products our job and the job of everyone else in the chain that brings the product to the consumer, is to make sure that person can actually ‘taste’ the product.

The Great Taste Awards and that big round logo that you will see on products will also help!

Congratulations to two of our clients, James Whelan Butchers and Simply Better by Dunnes Stores who scooped up Great Taste Awards, once again this year.

James Whelan Butchers are Great Taste 3-star winners with their Pork Lard, a natural and clear lard made from slowly rendered back fat, with a “fabulous long lasting and clean pork flavour” – it’s all about taste!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

The importance of remembering people’s names

April 12, 2017

Remembering names

Early on in my professional career, I learned how important it is to get names right and here I will give you my simple tips to help you get them right too.

My first job in Washington was on Capitol Hill in a Congressional office. The Chief of Staff’s first name was Christopher.

It’s Christopher. Not Chris,” he corrected me after I erroneously referred to him in the more casual manner.

Christopher wasn’t being fussy. He simply preferred his name how he preferred it. We went on to have a very solid working relationship. I always respected him for reminding me. Nothing wrong with that.

Our names are possibly the most important part of our identity.  

Later on, when I began working in television news in Washington at WTTG, I carefully made it a part of my job to learn and remember the names of everyone I met. I even made a little spreadsheet – listing names, positions and something cool or interesting about each person.

One day, about a couple of months in, I passed a producer in the editing hall whom I had probably met only once or twice before. “Hey, Mark,” I tossed out as I walked by. I won’t tell you his last name, but the cool thing I had listed was his ponytail. Very un-Washington-like!

Hey,” he turned, “You’re new, right? You clearly make an effort to remember names.

He went on to leave WTTG to become the producer for The McLaughlin Group, one of the best-known and longest-running current affairs panelist talk shows in US television.

I never forgot Mark. Or Christopher and to this day, I try not to forget names.

Last week, I traveled to Shannon to work with a group of directors from an aviation company. One of the directors’ first names was “Iarlaithe.” I have learned plenty of great new names here in Ireland, but this was a new one for me.

You probably haven’t heard my name,” Iarlaithe said to me. “It’s unusual.”

Yes, it is. It even says so when you Google it.

An unusual Irish name that means ‘earl’ or ‘tributary lord,’” reads the citation.  The name is also Irish for the St. Jarlarth, who, research shows, was noted for his piety and his teaching ability as he founded a school in County Galway.

The current Iarlaithe I met last week is known to me for his ability with numbers and that he likes his curry very hot!

I find the more I focus taking a genuine interest in people and their personalities and stories that surround them, the more I will remember the names that go with them.

I’m not perfect, mind you. Last summer, when I spoke at the Ernst & Young Entrepreneur of the Year Conference, I tried to show-off and go around the large ballroom and name everyone to whom I had been introduced. I got 99 percent – notoriously missing one gentleman I had been having a wonderful talk with before I came up on stage!

Thankfully, he forgave me. And I’ll keep trying to focus more!

Tune in for my next blog post, a copy of an article that I have written for my column “The Communicator” in the ‘Your Work’ business section of the Sunday Independent where I will share some simple tips that will help you to remember better.

If there’s a career communications topic you would like to me to cover in an upcoming column, or if you would like me to help you or your organization – please drop me a line at gina@Fuzion.ie

Great communications equal great relationships!

Gina London - Fuzion CommunicationsGina

Gina London is a former CNN anchor and international campaign strategist who is now a director with Fuzion Communications. She serves as a media commentator, emcee, and corporate consultant.

Boojum Mania

February 6, 2017

Boojum van in Cork

Our client Boojum is due to open in Cork this week…and the excitement is Cork is well and truly building.

Late last month the Boojum team came to town and caused a major buzz as they travelled around in their branded cars filled with Boojum goodies.

While I knew Boojum was popular I didn’t quite realise how popular it was and how much people wanted it to open in Cork!

I can’t believe the buzz and anticipation in Cork City for the award winning Mexican restaurant to open its doors. With stores already in Belfast, Dublin and Galway, Cork will be the first new city for Boojum in 4 years, and their 3rd new store to open in the past 12 months.

Boojum addict t-shirts have become a highly coveted item belonging only to the most loyal of customers and Boojum Cork have commissioned special edition t-shirts especially for the Cork customers designed (and modelled!! See below) by our very own Paul Wade in our Fuzion design department.

Boojum t-shirt modelled by Paul Wade, Fuzion Design

Since they were revealed we have been inundated with calls from people looking to get their hands on one.

The t-shirts will be available exclusively from Boojum Cork so keep an eye on the Boojum Cork Facebook and Twitter accounts where they may just give away a t-short or two!

The new store, which will be located on 7 Winthrop Street, is approximately 2700 sq ft over 2 floors, seating 50 people.

Will one of these be you?!!

Edel Cox - FuzionEdel Cox is a Senior PR Account Manager with Fuzion

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

Award season is not just for Tinsel Town 

January 27, 2017
The 2017 Oscars

As individuals, professionals and as companies we often use this time of year to evaluate and set out our plans and ambitions for the year ahead.

For instance in Fuzion, we kicked off our first week back to work after the Christmas with our individual and departmental reviews and planning which I must admit was initially a bit like pulling teeth until we actually got stuck into thinking about the year gone, what we did well, could have done better and how we can excel this year.
Ambition and drive means we naturally want to improve and to celebrate and build upon what we do well.

We also want to achieve big and better things for our clients which is why I’ve spent time this week researching award opportunities and working on award submissions not only for my clients but for our own company.

Across industries there are a great deal of award opportunities to grab hold of and it would be remiss not to be aware or put one’s name into the running for the credit, news, awareness building and achievement that awards have to offer.

Many may think that award submissions require a great deal of an investment of time with the chance of no return but I don’t agree.

Below are a few reasons that might change your mind:

  • Being shortlisted or winning an award can boost your brand awareness through pre and post publicity.
  • Researching and working on a submission naturally forces you to assess, evaluate, refine and promote your wins. It also has the benefit of helping you to identify key areas that you’d like to focus on and grow for the year ahead.
  • Credibility – we at Fuzion know how to roll-out a successful lobbying campaign for clients but our PRII award for lobbying on behalf of Down Syndrome Ireland provided invaluable third party endorsement not only for us but for the charity that fought with grit and determination for an overturning of a controversial Government decision.
  • Reputation building – awards can give you the edge over your competitors. Would you rather work with an award-winning company or not?

Ruth Negga, Oscar Nominee

If you listen to the media coverage when anyone in Ireland gets nominated for an Oscar you can see the benefit to them of the publicity that they enjoy as a result.

This year Ruth Negga,  received a nomination for Best Actress for her role in “Loving.”  “The Lobster” – co-produced by Irish production company Element Pictures – scored a nomination for Best Original Screenplay and Consolata Boyle was nominated for Best Costume for her work on “Florence Foster Jenkins.”

Don’t put off until tomorrow what you can do today. It’s worth spending some time to research what awards and opportunities there are now and over the year and mark them in your diary.

They say you only regret a chance you didn’t take.

Aoibhinn

Aoibhinn Twomey - Fuzion PRAoibhinn Twomey is a Senior Account Director with Fuzion Communications – PR, Marketing and Graphic Design  who have offices in Dublin and Cork, Ireland

New Year, Same Me… (But how can we really change?)

January 12, 2017

Failed New Year's Resolutions

So how are those resolutions going?

You know the dreaded New Year’s Resolutions – To lose weight, eat healthy, go to the gym, give up cigarettes, drink less, etc. etc. etc.

Well, according to reports, only about 8% of people actually follow through with their resolutions and carry them on through the year, with January 17th being the faithful date we generally fall off the wagon. It has also been found that, it can take up to six months to shed the weight gained over the festive period. But why?

The problem herein lies not in our determination but in fact, our expectations. 

The majority of us, set unrealistic expectations for ourselves, and get disheartened when those expectations are not achieved. We take on too much all at once and may expect that by a certain date; we will be fitter, can run a marathon and/or be completely free from cigarettes, chocolate, booze etc.

However, when that date arrives, we seem to have achieved few if any of the goals we have set.

What are we missing?

The answer: Little wins – small goals along the way to let us know we are on the right track and help keep us motivated.

Instead for example of setting the goal of getting fit; aim to learn a new activity like rugby, swimming, yoga, Pilates, etc. Cut down on cigarettes gradually rather than going ‘cold turkey’ or just reduce the amount of sugar or chocolate rather than cutting it out altogether.

A few steps that I find are really helpful:

Be realistic

Set realistic goals – instead of trying to lose a stone all at once, aim for 2 or 3 lbs a week.

It’s a journey, not a destination

Don’t focus on the end result; rather aim for small progression and a lot of little wins, which will culminate into a BIG result.

Make it Fun

Instead of going for a run on your own, get friends involved and go for a walk or run with them to make it more enjoyable.

Take up a Hobby

Aim to do something new – Join a walking/running club, a swimming club or if the gym is your poison, join a class rather than trying to push yourself alone.

Don’t be too hard on yourself

On the rare occasion that you may give into temptation or stay on the couch instead of going out in the cold and wet of January, don’t worry about it, start afresh the following day and keep it going.

By following these simple steps along with reasonable expectations should ensure that you hit your goals and keep focused. So before you fully give up on those resolutions have a fresh look at them and start small,

I’ll leave the last word to a wise man..

“You never fail until you stop trying” Albert Einstein

Patrick

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


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