Archive for the ‘Email Marketing’ Category

Microsoft, LinkedIn and the Personal Touch?

December 8, 2016

Microsoft buys LinkedIn

Today I received a really nice personalised email from Mike.

Mike is an important guy in LinkedIn (I’m guessing) and clearly he and his communications team felt it would be appropriate to reach out ‘personally’ to communicate some messages about some rather important news.

The problem is I don’t know Mike, I’ve never had correspondence from him and in truth he is attempting to communicate to an audience (me and God knows how many others) who are cynical and probably won’t connect with his message because we know it is a giant company who just don’t communicate like that to customers.

I totally get why the email was sent and all of the logic behind the “personal” touch BUT when you do this you must be tuned into your audience and what they are thinking so that your message will connect instead of having the opposite effect.

I’m not sure if you think like me about these things but I’ll try to share my thoughts (I’ll put these in brackets) to highlight what happens when you get the communication wrong..

Mikes email:

Dear Greg, (do I know you?)

Today, Microsoft completed its acquisition of LinkedIn.

This is a major milestone for the technology industry and for our two companies (good for you!), and I wanted to reach out to you, (that’s lovely!) a valued customer of LinkedIn, (quite honestly I’ve never quite felt like that) to reaffirm our commitment to you and your business. (Yeah right..)

As we said in June, when Microsoft announced its intent to acquire LinkedIn, LinkedIn’s vision — to create economic opportunity for every member of the global workforce (what workshop came up with his one – are you taking the p#ss?) — is not changing (I can now sleep at night).

Additionally, LinkedIn will retain its distinct brand, culture and autonomy as a company (how long will this last?).

Finally, we remain committed to innovating with our partners to ensure LinkedIn’s products work with the tools and systems you use every day, from Applicant Tracking Systems, to Customer Relationship Management platforms, to Learning Management Systems, and more. (I’m breaking out the champagne!)

With the completion of this acquisition, you can continue to expect the great products and service to which you’re accustomed from LinkedIn. (if you say so yourself!)

You can find more details about today’s news here. If you have any questions at all, please don’t hesitate to reach out to your account team or a representative here at LinkedIn. (Seeing as you emailed me Mike maybe I could email you directly? …nah, I know it doesn’t work like that)

We sincerely appreciate our partnership (hmmm- when did that happen?) with you and look forward to the successes we will share in the future. (this makes no sense whatsoever – even more champagne?)

Thanks,
Mike (from one first name to another)
Mike Gamson
Senior Vice President, Global Solutions (I bet you have a nice car!!)

Communication Breakdown..

I apologise for the sarcasm and maybe its just my mood today but was that email a whole pile of self serving me, me me rubbish?

You have to wonder if there is any point when communicating trying to pretend you have a relationship that you clearly don’t have and then smother this with cliche, marketing jargon that has been spat out of meaningless workshops where there wasn’t a genuine ‘customer’ in sight.

The purchase price was supposed to be in the region of $26 Billion – what happened with the communications plan?

Maybe just keep it easy? – issue a simple press release that says the sale has gone through

Greg Canty 

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

 

 

To whom it may concern…

March 29, 2016

Caysi Deviant Art

I’m busy clearing down a mountain of emails after a long weekend.

Each of these emails was sent with some purpose .. a work request, keeping me in the loop of something, providing me with valuable information or hoping that I will be prompted to do something.

Each of these emails was sent with a plan..someone decided on the content and the format and hit that ‘send’ button.

In the middle of all of this I get a “to whom it may concern” email from someone who is looking for Fuzion or one of our clients to sponsor their event in some way.

Technically they have done their job.. they compiled a list of people/companies to target, they gathered their email list, they worked on the ‘copy’ for their email and pressed ‘send‘.

When I get a ‘to whom it may concern‘ it makes it really easy to hit the ‘delete’ button.

Hi Greg‘ will work much better..go on… I’ve said it before, personalise – it” easy!

(the cool image I found online is by Caysi)

Greg Canty 

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

 

Be first or be different!

October 16, 2015

last man

Most of the accountancy firms have it down to a fine art at this stage.

As soon as the budget is finalised the newsletters are prepared and issued, mostly by email. Years ago it would be the newspaper the following morning that we relied on.

This year it was no different and very shortly after Michael Noonan finished his budget speech the first e-newsletter hit my inbox with the main highlights.

Nothing too insightful – a summary of the main changes with a token commentary. As you would expect some of the information was relevant to me and some of it was totally irrelevant.

An hour later another e-newsletter hits my inbox from another firm – obviously the same info with nothing extra in terms of commentary or insights.

And then came another and another and after a while it felt like a long distance race where the winners were on their way home and a few well intentioned stragglers came struggling past the finish line.

I had a peep at all of them and except for style differences the content was as expected – virtually identical.

differentiation

Differentiating your business is really difficult in particular when there are many players doing pretty much the same thing. The first firm to produce a e-newsletter on the same day as the budget broke the mould.

When this happened they were seen as unique, very progressive and it was a great way of differentiating themselves – now many others have caught up so this advantage is gone.

The only way to stand out now is to either win the race (Quintas in Cork were the first to hit my email this year) or to do something totally different.

Next year how about getting all of the team ready, each with a list of their clients and prospects. Segment these by type and instead of winning the race why not take a little bit of time and where possible prepare a personalised, customised, more relevant email to each recipient.

This might seem like a huge challenge but with a few versions of the email (each with an emphasis on different topics) and with carefully segmented email lists every recipient could get something very relevant and more useful to them.

Maybe this is something just possible with 20% of the email database – one could send the 80% the generic email.

That’s something I have received from no one and definitely something I would consider to be really valuable and yes, it would make the sender standout…

No matter what you do if you can’t be first try to be different!

Greg Canty 

Greg Canty is a Partner of Fuzion PR, Marketing and Graphic Design, with offices in Dublin and Cork

Searching for Gold in the world of Glamour

March 22, 2014

Panning for Gold

Is there one thing that you can do can that can help you find gold for your business?

Back in 2001 I had this crazy idea for an event – how about getting the best models in Ireland, with the best fashion brands, adding in a beauty exhibition area, spicing it up with some entertainment and then taking this on tour to the best hotels in the country in major locations?

I woke in the early hours of the morning with this crazy idea, insisted that I explained it to Dee before I forgot it and then I turned around and went back to sleep.

Soon after that we met Michael Doherty the owner of VIP magazine who liked the idea – if we went ahead with the event he would come on board as a Media Partner.

That was the last piece of encouragement we needed and from that conversation “Catwalks” was born. Both Dee and I had the job of bringing Ireland’s most glamourous fashion and beauty event on tour around the country.

Blossom Hill CatwalksWe met model agencies, we chose models, we chose a fashion show producer, we met staging companies, we booked hotels, we chose menus. we set up a lo-call number, we developed a brand and we sold the idea to top national brands and before we knew it we had six dates booked around Ireland – all we needed now was to sell tickets to the women around the country. Simple!

We went back to Michael Doherty and sure enough as promised he agreed to be our media partner. He believed in our event but he also agreed that it was a great fit for VIP magazine and it’s readers. He boldly predicted that the very first double page advert in VIP magazine, would effectively sell out the event.

When we heard this we were delighted – if that was the case our events would be a huge success, we would make money and there would be little need for all the other planned promotional activity.

The day that issue of VIP magazine hit the shelves across the country we braced ourselves. Our phone was manned and we waited for the avalanche of women booking tickets for this first of it’s kind event. We’ll never forget the name Marie Carroll, a hairdresser from Tralee who rang and booked two tickets – Yes, we were up and running!

And that was it ….nothing for another two weeks.

Panic started to set in big time. Was this great idea such a great idea after all?

Our other advertising started including local radio and newspapers. We ran competitions, we managed to get media coverage through Dee’s PR skills including a great piece on TV. We sent flyers and posters to each of the participating hotels who promised to distribute them.

Slowly but surely we started to get bookings but not enough to take away that awful sense of panic.

Tony Hadley - Catwalks

We made a decision to hit the road and visit each of the locations where we were holding our events. When we went to a town we distributed large quantities of flyers and posters – we went into the boutiques, the hair salons, the beauty salons and any place where we felt we could grab the attention  of our target audience.

We handed out our flyers and posters and we could see the reaction of the women we handed these to. What was this event all about? We stopped and we chatted and we explained what it was all about. Boutiques asked could they participate – “If you buy a table at the event we will give you a segment of the fashion show” was our response. We shifted a lot of tickets through this simple mechanism.

We got a call from our girl manning the phones. “Where are you?” she asked “I’m getting lots of calls for tickets from Limerick“. We had just spent four hours hard slog in Limerick and were totally exhausted. My shoulder was nearly broken from the weight of the promotional material I had been carrying around the place.

This was the day we learnt some big lessons:

There is no one thing that will make the promotion of your event, initiative, product or service a success – It is the combination of everything.

The one absolutely essential ingredient for success was us working our socks off!

The events turned out to be a huge success and in total over a four year period we ran 72 separate shows with our final event being in Killarney with Tony Hadley of Spandau Ballet fame closing it with an incredible version of “Gold“.

Gold….it is never easy to find!

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Amazon – Lessons in knowing your customer

September 16, 2013

Music Store

It’s Friday afternoon, I’m  up the walls after a really busy but great week.

Before the afternoon closes out I’m determined to clear down my emails..

There is an email from Amazon in the middle of all my other emails …before I hit “delete” the nice image catches my attention and I give the contents of the email a quick glance:

Reprave: Volcano Choir – BON IVER, new 2013 album from his collaborative side-project with fellow Wisconsin crew..

hmmm… I love Bon Iver, which of course Amazon will know from my previous transactions.

Click …it’s a new album

Click …the reviews are good

Click …buy (they have my credit card and delivery address already)

Bought in under 30 seconds!

AmazonI’ll avoid clicking or looking any more because they have recommendations for me, which are always so spot on that I end up buying more. They also show me some of the other music people have purchased who also bought this album – even more temptation.

Amazon must have the best, most intelligent database management system for e-commerce ever – ask my credit card!

Know your customer, understand what they like, write to them and remind them you exist, make recommendations,  make it easy for them to buy, update your database and start the cycle all over again.

Where was I?… Back to my emails

Note in diary: Send out an email to my database on Monday

Greg Canty is a partner of Fuzion

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