Archive for the ‘Creativity’ Category

Grrrrrr…..Great Presentation

May 31, 2020

Bert

This week in the middle of the Covid lockdown we found ourselves presenting to a really great prospect, one of those who was thankfully staying positive at this time and looking for ways to engage with their target audiences.

We had a briefing meeting with them before the lockdown, we got a really deep understanding of their business and the challenges, we brainstormed with the team and we had written a good solid plan with a mix of tactics and some new initiatives that would deliver their objectives.

As with all other meetings at this time we were presenting to the prospect via Zoom with me in my room (the kitchen!), Deirdre in hers (the music room), one of the other team members in their home and the prospect in theirs.

Little does anyone know, but when Dee starts work each day in this lockdown period the two dogs, Honey and Bert wait patiently and when she heads into the room to take her space on the couch, each of them follows suit and chooses a space at either side of her and relaxes for the day, not making a peep except for the intrusion of the postman or delivery man – little Bert lets them know in no uncertain terms that he is the “protector” of this house!

At this stage the two dogs have sat through numerous team meetings, webinars, client presentations and I believe they are the first dogs to attend the Cork Chamber board meeting – that took 200 years to happen!

Anyhow, we were presenting to this prospect and Dee with buckets of professionalism and enthusiasm led the charge through the very detailed proposal – the problem as we saw it, the tactics that we were recommending that should be employed and the “BIG Driving Idea” that we felt would really make this business stand out.

As Dee presented the “BIG idea” she was getting very enthusiastic and animated and as one does her hands were moving accordingly.

Just like the prospect, I and my other colleague were watching Dee on screen and listening to her but we could both hear a very definite “Grrrrrrrrr….. sound”, which was quite unusual.

It was Bert, our gorgeous rescue dog who without doubt was walloped badly in the early stages of his life and since then he gets very protective when he sees hands coming over him.

Dee, quite oblivious because she was lost in the presentation continued with her enthusiastic delivery and again we heard another very definite “Grrrrrr……“.

At this point I had to tell Dee to stop moving her hands around as poor Bert who was alongside her, out of screen shot, could be heard quite clearly pitching in!!

The prospect didn’t mind at all, and if anything it made everything a little more real and genuine.

This Covid lockdown time has been quite unusual and it has asked a lot from all of us. It has made us all very far apart, and in very strange ways it has also brought us very close together, maybe too close!

A big thanks to that prospect, to our team and to everyone else, who despite the awful circumstances made a decision to drive forward and still do positive things when the opposite could have been the easiest thing to do.

During the last recession I found myself using this word a lot….#Positivity

It’s time to get back to it!

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

 

 

 

Taking away the fear and Positive PR the KLM way

March 12, 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

 

 

2020 – Time to Experience the “real thing”

January 1, 2020

Ardsallagh Cheese

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

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

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

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

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

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

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

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

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

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

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

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

Dunnes Stores

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

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

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

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

Greg

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

 

 

When ‘How About’ and ‘Why Not’ come together

December 21, 2019

Emerald Ivory at The White Horse

A really talented musician said “How about” to a bunch of talented musicians who answered “Why not” to an idea about performing classic Irish songs together

Someone said “How about” doing a gig before Christmas at the venue Upstairs at the The White Horse Bar and Restaurant in Ballincollig, Cork and someone said “Why not“.

I saw the gig listing when trying to figure out something special to do belatedly for our wedding anniversary (too busy with client events!) and asked Dee “How about” and she said “Why not“.

Needless to say the debut gig of Emerald Ivory was really special and we had a great night.

To do anything new and discover magic in life we need two essential ingredients:

Someone to ask “How about

and someone to say “Why not“.

Are you one of those people?

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

 

430 Goats and running a charity with CEO of Bóthar, Dave Moloney

August 20, 2019

Dave Molney and Bothar

On our latest episode of the Win Happy podcast I sat down with Dave Moloney, the CEO of Bóthar and had an honest chat, as always about his life and his role with the charity, that literally grew from a community initiative in Limerick to celebrate Treaty 300, 28 years ago.

The charity that helps communities to be sustainable by sending them livestock has been making a real difference, year in year out and Dave explains how that happens.

His career was interesting, a Limerick city boy who landed a part-time job milking cows, ended up managing bars and restaurants in New York and eventually he got a call from his cow milking buddies to return and help with an initiative that had literally grown legs, called Bóthar.

They needed someone to accompany some livestock to deepest Africa!   

While this charity continues to be a huge success it struck me that Dave, who has been involved at different levels in the charity for 24 years is jaded.

Between the high profile scandals in charities that tarnished everyone bursting a gut with their respective causes, to the extreme regime of corporate governance and scrutiny that each charity must live under now, to the never ending cause of starving people overseas that he feels has taken a very sad back seat to so many other causes that are closer to home.

His big challenge is connecting his cause with a young demographic, which he feels is getting harder and harder.

Somehow getting 430 goats off a plane with no lift seems to be a much easier and energising task….

Click here to listen to his story and the story of Bóthar.

Enjoy the show!

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

 

 

More beautiful music please..

May 14, 2019

Cork Youth Orchestra

It was another magical night in Cork as we watched the superb Cork Youth Orchestra perform with Altan and the Lee Singers at the majestic City Hall.

The performance by the orchestra was just spell bounding as we watched 128 talented young musicians play together, powerfully and passionately conducted by Tomás McCarthy.

It was moving, watching the different sections of the orchestra playing together, creating powerful, beautiful, uplifting music and I was reflecting on the huge feat that we were witnessing, the seamless coordination of so many young talented musicians.

Cork Youth Orchestra

There is huge credit to the conductor, the musicians and the proud parents who all played their role and while we just turned up to experience the special performance on the night, I can only imagine the amount of hard work and countless hours that must have gone into what we were witnessing.

You could feel the huge sense of togetherness on the night and you knew this was the magic ingredient, because without this togetherness the uplifting performance would not have happened.

It made me think about how much we can create and how much we can achieve when we come together with a beautiful, common goal.

I took a photo during the performance and at the interval I opened up Twitter to tweet about the magical evening.

As I was about to post I spotted a jarring tweet about a bombing in Pakistan, where gunmen had forced their way into a hotel and started shooting indiscriminately, leaving four hotel employees and a Pakistan Navy soldier dead. Six others were injured.

How can we come together and achieve such beautiful things and how can we be consumed by so much hatred that we can kill others?

More music please…

Greg 

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

Sumud and jumping off the busy “Wheel of Life” with Mick Hannigan, Co-Director of the Indie Cork Film Festival

August 19, 2018

Mick Hannigan

When I sat down to record an episode of the Fuzion Win Happy podcast, with Mick Hannigan, Co-Director of the Indie Cork Film Festival the conversation turned up many surprises, as these chats always do!

Sumud

The first thing that I learnt was that Mick was just after returning from a three month stint volunteering in the West Bank, organised by The Quakers.

He was more than surprised to find himself up a mountain in a place called Yatta (Hebron) herding a small flock sheep with a shepherd – this was just one of his duties as an international monitor in this troubled area.

He witnessed many things in his time there, including many experiences that would leave him with hope, or Sumud as they would say in Arabic.

Since I took a job in an accountancy office in the South Mall, in 1982 as a seventeen year old I have never stepped off that wheel of working – Would you step off your busy ‘Wheel of Life’ and volunteer for three months and really make a difference?

Listen to Mick’s experience in the West Bank by clicking here.

Fuzion Win Happy Podcast

30 Years Talent Spotting

Mick grew up in Blackpool in Cork, had a fun childhood but didn’t like seeing his classmates getting beaten in school.

His colourful life took him to a punk era London in the seventies and then with a few more years under his belt and more maturity he returned to Cork to complete his education in UCC.

Voluntary roles in the Quay Co-op and the Triskel, eventually led to a role as Director of the Cork Film Festival, which he held for 27 years.

His acrimonious removal from this role that he was passionate about, hurt deeply, but eventually he picked himself up, he dug deep and was instrumental in creating the Indie Cork Film Festival, which is now in it’s 6th year.

He carefully followed the ownership model of Cork City FC to ensure that some of the “politics” that he feels affected his previous organisation would not be allowed to reoccur at the Indie Cork Film Festival.

For Mick both of these roles allow his passion for spotting Irish film talent to flourish, and allow a Cork and Irish audience the chance to enjoy something special every year – thank you Mick!

When you get kicked do you have the resilience to pick yourself up and stay on your chosen course?

Click here to listen to Part 2 of our chat with the very special Mick Hannigan.

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

 

 

 

The importance of music and culture with legendary DJ Stevie G

April 29, 2018

Stevie G

It was important for me to grab legendary DJ, Stevie G (Stevie Grainger) and sit down with him and record a conversation for our Fuzion Win Happy podcast series.

Fuzion Win Happy Podcast

While Stevie G is a really talented, successful DJ, Producer and Promoter he is also one of those unique individuals who selflessly gives of himself, helping others in the music industry by encouraging them and giving them opportunities to experiment.

When you praise him for working with young newcomers he just tells you that it helps to invigorate him…typical Stevie!

In the podcast, I chat with this passionate Corkman about his special relationship with the city, the important role of music to your own identity and to the culture of “your place”.

We chat about how important it is to be proactive about the things you want in your life, about running a large venue during the recession and ultimately, coping with its closure.

Stevie also shares what it was like breaking through as a DJ in the iconic, world renowned club venue, Sir Henry’s in Cork and what life was like in those heady club days.

Stevie G is a music legend….click here to listen to the show

Click here to listen to his track “Deep Down South

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

 

Ok ….my first podcast is finally live!

February 28, 2018

Fuzion Win Happy Podcast

This podcast journey that we have been on started on holidays last year when Brendan, my son suggested that we listen to a podcast called S-Town.

Podcast?…I’ve never really listened to them and after all I prefer either listening to music or talk radio when traveling but why not, let’s give it a try.

When my son recommends anything to us we tend to listen as he has great taste and within the circles he moves, he is on trend and if anything cool and interesting is happening he will be on it.

S-Town

S-Town from American Life was a fascinating series of podcasts that told a really riveting story. We downloaded the whole series and queued it up on my phone to make a punishing four hour journey a little less painful!

In the blink of an eye we found ourselves in the car park of our destination hotel and even though we were in the car for four hours we sat there and listened to the end of the gripping episode.

Wow, the journey flew because we were engaged with interesting content, which we had curated ourselves.

Roll on eight months, and we are now regular podcast listeners, enjoying a wide range of content on a regular basis and quite intrigued by how this simple format is catching on with people.

Why are podcasts so good?

For me the biggest benefit is that it gives me the ability to listen to something that I have total control over when I am on a journey or exercising (nothing too extreme I promise!).

While I love my music there are times when I’d like to be entertained, informed or educated and I can do all of this with my selection of podcasts as I commute to work, travel or hop on my exercise bike.

I find podcast listening has changed my media routines quite a lot – I still listen to the radio for news and topical items, but now instead of waiting painfully through a boring topic or suffering through a news cycle that repeats frequently I switch to whatever podcast that I have in my queue.

My own listening is quite diverse and it includes things like Legends and Losers, a brilliant marketing show delivered by the engaging Christopher Lochhead, The Stand by Eamon Dunphy where he talks football and covers other issues such as U.S. politics and the Maurice McCabe saga, Pod Save America and the Axe Files, both covering American politics and delivered by ex senior members of the Obama administration, Blindboy (Rubberbandits fame) where he gives you a very strange version of how he views the world, Reply All, an American Show that investigates strange occurrences online, The Anfield Wrap, which discusses all things Liverpool and an assortment of other things including The Woman’s Podcast, which gives me another perspective on life!!

All in all, this mix of content keeps me entertained and informed about things that interest me. As you can see I’ve subscribed to a mix of business, marketing, politics, lifestyle, sports and entertainment and each week I discover some new gem that gets added to my lists (finding enough hours in the week to listen to all of these is the biggest challenge).

I don’t listen to everything, I quickly hit next if a podcast doesn’t hold my interest but just like Netflix, we have another format that allows you to curate your own content, when you are ready to tune in.

While Netflix competes with TV, I reckon podcasts are now competing with live radio and music.

I’m noticing an interesting trend with advertising on podcasts (these are often delivered in person by the podcast host) whereby the same companies keep popping up – ZipRecruiter are big advertisers on many of the American podcasts I listen to. Have they figured out that this is a great way to reach their target audience?

All of this change is leaving us with a big challenge – the more our audience have the ability to ‘curate’ their own content the more it is difficult for us to get through to them.

If you want to stay relevant you need to understand the dynamics about all media then maybe you should consider jumping in?

So…..I’ve done just that and produced the very first Fuzion ‘Win Happy’ podcast (woohoo!!!) which is available on iTunes and other formats.

For this first podcast I interviewed Brendan Foster, a senior partner of Grant Thornton in Dublin on his last day as President of Dublin Chamber. The role is a year long and he has passed on the “chain” to Anne O’Leary of Vodafone.

Brendan Foster - Dublin Chamber

He is a really nice guy, who I have got to know over the last few years as a fellow Dublin Chamber Council member.

He has witnessed the highs and lows of Celtic Tigers and recessions and is a very proud Dubliner who certainly wasn’t born with a silver spoon in his mouth!

The whole podcast process has been a huge learning experience of buying and testing equipment, practicing interview/chat techniques, learning how to edit audio files, mix music, create intros, design artwork, hosting and putting all of this together into a final product and publishing!!!

My first effort is so far from perfect it’s not funny but at some point you have to stop deliberating and press “publish” and just accept the learning curve for what it is – I will get better !!

I’m really enjoying the whole experience, I’m having incredible conversations with great people and I can see the potential of the format for Fuzion and for our clients.

A huge thanks to Brendan Foster for jumping in and if you do fancy listening then tune in and please, please, just like that band who plays their first gig, excuse the imperfections!!!

Happy listening!!

Click here for a link to the Fuzion Podcast

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

Podcasts and Super Powers

September 3, 2017

Super Powers

I was just after dropping my brother Colin and his family at Shannon Airport for their early flight back to the States.

I wasn’t quite in the mood for music as I faced that awful Limerick to Cork road so I searched some Podcasts that I had downloaded to pass the horrible journey.

First up was an interview with a former news anchor who has since specialised in Digital Marketing – I fully agree with the core theme of the conversation, which was all about discovering the passion behind the people and showing some personality and even a little vulnerability through genuine social media updates and storytelling via blogs.

The second podcast that took me all the way to my front door was an interview with a guy who worked as Head of Creative in an advertising agency.

The interviewer used a series of clever ‘quick fire’ questions to get to know this guy a little better and he asked a fantastic one, which I thought was really simple but also thought provoking and quite brilliant.

What is your work Super Power?” he asked this clearly successful Creative Director.

The answer he gave was one that I wasn’t expecting: “Resilience” he answered.

The interviewee went on to explain that in his career he received many knocks and push backs but he used all of these as ‘fuel’ to try harder and prove others wrong.

He also explained that in the course of his business he had lost many pitches to prospective clients – once again these just made him more determined to succeed next time.

He reckoned this try and try again  ‘Super Power‘ was his greatest asset that had led to career success.

Having someone on your team that is very resilient is definitely a huge advantage.

He also mentioned another ‘Super Power‘ which was his ability to survive on very little sleep, which he reckoned was also a big plus in the advertising industry!

The very unusual thing about these ‘Super Powers’ is that while they are clearly valuable they are things that you would never see listed in someone’s bio in a pitch document or on your website.

I really found this question to be a powerful one – as we are in the middle of updating the bios for our team I was struggling a little with descriptions that in some cases just weren’t capturing some of the special and most valuable attributes that our crew possess. I’m going to add a ‘Super Power’ description for everyone!

So…the valuable lessons that I learnt at 7am on a crappy Sunday morning – listen to Podcasts that might help you to learn something new and try to capture the ‘Super Powers’ of your team!

What is your Super Power?

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