Posts Tagged ‘PR’

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

What do you think of Graphic Design?

February 8, 2018

Dark Side of the Moon

What do people think of Graphic Design?

Excuse us for this bizarre question but it is something that popped up in a conversation that we were having during an internal meeting in Fuzion, which we didn’t really have a clear answer for.

Framing this around some questions and observations about how people behave and make decisions about things might help.

Are you more inclined to buy something if it looks the part? 

I couldn’t tell you how many times I purchased an album (that was vinyl initially) because I thought the artwork looked “cool” and I remained excited until the needle was in the groove and I actually discovered what I had bought.

Needless to say I discovered some wonderful music in that random fashion and there is more than one album that were listened to just once!

Do you trust a poor website?

When we invest no time whatsoever searching online for something that we are looking for, do we judge the service or product by the quality of the website?

Years ago it would have been the Golden Pages, followed by a phone call and then maybe a visit to the showroom or offices for an appointment.

Now the website does all of this hard work for you. Without even knowing it your potential customer has popped through the door, had a look around and left and you never even realised it!

What does a business card say about you?

When someone hands you their business card is this a functional piece of paper that carries essential contact information or does it do a much bigger job at trying to create a powerful first impression?

Now there seems to be a shift with some preferring a virtual card that can be shared via smartphones – this is fine if it is about sharing essential contact details but is there some argument about having an opportunity to showcase your brand?

Does the smart van with professional graphics give you faith in the service provider?

The painter/decorator is working next door to you and their van is parked outside – it is immaculate and there are very tasteful graphics that carry the logo and contact details. Is he a professional?

What about the shift from print to online?

There is clearly a shift from print to online and maybe with this an argument for not investing too much in design if the output is never printed.

Looking good gets you noticed, it gets you read and it creates the right impression – at least this is what we believe.

Even more, we believe the printed version will always be read more than the online version – what do you think?

So….these were some of the ramblings from our conversation about Graphic Design.

We would love to know what you think – can we ask you to take a quick survey that we have created around the topic by clicking here.

Thank you…

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

So you can teach an old dog new tricks after all!

May 22, 2017

Michael O'Leary - Ryamair

I’m still reeling from the shock of the great customer service I just experienced from Ryanair!

I found that there was a simple error on my flight booking for our summer holidays. Without much hope, I got onto the Ryanair “live chat” and after a relatively short wait, someone came on and solved my problem without an issue and – wait for it – are you sitting down? – without any additional charge – even though I had my credit card in my hand!

The Ryanair experience has improved so much that even Greg, my other half, isn’t complaining (well, not as much as usual) that we are using the airline to get us to Italy this year – in previous years he prefered to take an Aer Lingus flight to Paris and then take the train to Milan (beautiful journey by the way!).

So Michael, I applaud you, you turned the big ship (or plane) and set Ryanair on a new course towards good service, putting the customer first and you gotta be reaping the rewards…..

I think this is a big lesson for all of us.

Just because we do something one way, a way that might have built the success of the company, it doesn’t mean we have to stay doing the same thing, just because it’s the way we always did it.

It’s refreshing for everyone to change things up, it’s good to really listen to your customers and even more important, your potential customers and even if it goes against your original core values (or some might argue, lack of them in Ryanair’s case), consider adapting to suit your market in this very changing world.

When you are ready to make that change – the Fuzion team can be there with you every step of the way to help you 😉

Deirdre 

Deirdre Waldron - Network Ireland PresidentDeirdre Waldron is the founding partner of Fuzion

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

 

Brexit – Keep calm and plan

May 8, 2017

Prepare for Brexit - Enterprise Ireland

The uncertainty, implications, and fallout from Brexit was the topic for debate at an Enterprise Ireland event that I went along to this week.

As a country so heavily dependent on exporting to the UK, Brexit represents the most significant economic challenge facing Ireland and one which we are advised to plan for without really knowing what the fallout will be.

While we can only speculate, Enterprise Ireland have rolled-out a dedicated roadshow, specific grant and an online tool to encourage businesses to plan and prepare so that anything other than a hard Brexit is somewhat of a bonus, dare I say it.

The UK will continue to be a key market for businesses in Ireland and the advice for companies in preparation for Brexit is to be as lean and innovative as possible.

Like all challenges, Brexit presents an opportunity for businesses to re-evaluate their markets, products, risks and operations to hone their business contingency plans to build resilience, which is never a bad thing, is it?

A well-thought-out business plan will be crucial for responding to change which is why an investment of time and resources will be vital.

Enterprise Ireland has launched a really clever Brexit SME Scorecard – a planning tool for Irish exporters to the UK designed to assess business readiness for Brexit as well as a Be Prepared Grant to help to financially support and encourage businesses to research, prepare and focus on the elements of their business which they can influence, whatever the outcome of Brexit.

There is no doubt that we’re facing a time of change and uncertainty but one thing is for sure – trade, as one of the oldest professions in the world, will still continue between people and countries.

How we prepare for change will make all the difference.

Aoibhinn Twomey - Fuzion PRAoibhinn

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

“I don’t want publicity this time but next time, yes… “

May 8, 2017

Rory McIlroy and Erica Stoll wedding

Looking at the media coverage of the recent nuptials of one of golf’s hottest properties Rory McIlroy, something struck me as odd, well less odd than the reported price tag of over half a million Euro spent on it, but still strange nonetheless.

There were no photos of it. The lavish four-day wedding was veiled in such secrecy that very few details have been or could be made public.

Reportedly, some of the steps the McIlroy’s went to stop leaks were anti-drone technology to stop them flying overhead and taking photos, people working at the event had to check in their phones and guests had to leave their mobile phones behind entirely, just in case one of them decided to ‘check in’ to the wedding of the decade or post a photo.

This all begs the question, where does the public interest start and finish when it comes to celebrities?

Rory for example, has sponsorship deals with Omega, Bose and has just signed a new 10 year deal with Nike valued at around €100 million. Publicising these, Rory can be seen sporting the new exclusive Omega watch and on the course, he is branded from head to toe in the newest Nike gear and is all too happy to pose for the cameras while wearing them.

To protect the couple, there was reportedly three levels of security around the grounds of the beautiful Ashford Castle and McIlroy’s management team worked overtime to ensure that the wedding details remained top secret from the large media entourage that arrived at Cong.

Ashford Castle staff, lauded for their discretion with the hotel’s celebrity clientele, even refused to make any comment on the wedding celebrations.

The phone hacking scandal a number of years ago ignited the question of how far media can go, and the recent demands of €1.5 million in compensation from Prince William over photos taken during a three-day break in a chateau in southern France in 2012, is bringing the topic of invasion of privacy of celebrities to the fore once more.

Prince William expressed his anger at the incident in a statement read to a court in Paris, where six media personnel, including three photographers, are on trial for alleged invasion of privacy.

In McIlroys instance, what would have happened if a ‘lucky’ photographer managed to get a snap of the happy couple in their finery – an invasion of privacy lawsuit?

I’m not saying that prying into the personal lives of public figures is correct or not, the question is, is it right that celebrities can have their cake and eat it too?

Patrick Jones - Fuzion CommunicationsPatrick

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

Global recognition for Enda Kenny abroad – Bula Bus!

March 28, 2017

Enda Kenny

We all held our breath as our Taoiseach, Enda Kenny went over to the US to visit the new President of America, Donald Trump on St Patrick’s day.

A visit that wasn’t welcomed by all, as many expressed their dislike at our Taoiseach visiting the not so popular Donald Trump, went much better than expected as Mr. Kenny took the opportunity to lecture President Trump on Immigration. This turn of events was quite brave and unexpected and earned our Taoiseach immense praise at home and abroad.

He began his speech by thanking the President for extending the invite to celebrate St Patrick the patron of immigrants”. He was careful not to mention any of Trump’s harsh immigration policies but instead made a point and encouraged the President to be open to immigrants. He went on to tell how many Irish came to shelter in America in the past and how it had such a positive impact on the country rather than a negative.

 “We lived the words of JFK long before he uttered them – we asked not what America could do for us but what we could do for America. And we still do.”

US Media including the New York Times and Fox News praised our Taoiseach for not playing it safe and instead doing what he could do to encourage change and positivity. Enda Kenny used his visit to represent his people and protect Irish Immigrants who are residing in the USA and who are contributing to “making America great again”.

Enda Kenny is under a lot of pressure to stand aside at the moment and is receiving a lot of criticism in Ireland, however in this instance I think he did us proud and represented us well and instead of flying under the radar, he took a bold stance and possibly a risk. As well as doing wonders for his reputation as a leader his performance deserves a massive pat on the back and a Bula Bus!

Maybe St.Patrick himself was looking after Enda Kenny in his own way?

Edel

Edel Cox is a PR Account Manager  with Fuzion Communications who are a Marketing, PR and Graphic Design firm with offices in Dublin and Cork

 

 

PR is not a “one size fits all”

March 27, 2017

The perception of the PR industry is one we often have to fight against and to defend. Some people may take a cynical view that PR is an indulgent commodity, a drain on a marketing budget and that those working in the industry are experts on ‘spin‘ rather than communication.

It’s hard not to feel offended and disheartened when you look at it from the inside out, knowing the broad range of work and tasks our job entails.

For instance one client of mine depends on me for devising their strategy in line with their organisation’s objectives over the coming two years. I’ve carried out workshops with top level staff across divisions with the aim of helping them to refine their messaging, target audiences and objectives. I also act as their press office function which, for a public sector Statutory organisation, is a role of great responsibility that requires efficiency, accuracy and professionalism.

Another client of mine is a global company which requires profile building to raise its profile and understanding among the Irish market.I do this through liaising with their stakeholders, identifying interesting case study stories to pitch to the media, through office launch events and openings, media engagement and drafting and issuing press releases.

I work closely with the company’s global corporate communications team, which can significantly increase the level of liaison that is required but it is absolutely necessary to provide them with assurance, confidence and understanding of how we work and achieve results in Ireland. Building this relationship has built trust which is paramount.

We may have another project that is purely for internal communications to foster and enhance engagement with staff through events, workshops, communications, videos etc.

As an agency the varied and broad nature of our work and client base is significant. One size does not fit all – the only common ground our clients and work has, is enhancing and sometimes protecting their reputation which can be achieved through many diverse PR activities.

Aoibhinn Twomey - Fuzion PRAoibhinn

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

(Image taken from the very funny 2005 movie, “Thank You For Smoking” which presents a great example of spin)

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


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