Embarrassed into action – lousy PR?

September 9, 2013

Stephanie Meehan - Priory Hall

Stephanie Meehan’s partner, Fiachra took his own life in July of this year.

The Meehan family were amongst the many innocent victims of the whole Priory Hall fiasco and it looks like Fiachra finally succumbed to all of the pressure including being out of their home for two years and insane pressure from their bank.

Stephanie resorted to letters to our political leaders and then to the media, who thankfully were listening and highlighted her plight.

She courageously told her story last Friday night on TV to a huge national licence (RTE – Late Late show).

I was enraged that she was told not to name the offending bank – this brave woman had lost her husband, she was still out of her home, she was still being hounded by the bank and nothing was being done to sort it and we wanted her to be silent!

I have no doubt that in our politically correct and litigious world naming the offending bank on national TV was too big a risk – why are we protecting such heartless, careless and cruel corporations in favour of the plight of Stephanie and so many others?

Who is more important?

I vented my frustration on twitter along with throngs of other tweeters.

Thankfully within minutes social media took over and did the job of naming the offending bank on Stephanie’s behalf. It appeared from the various people posting on Twitter that the bank was KBC bank.

KBC BankClick here to see what is stated on the KBC bank website about “Managing your debt” including a helpful video delivered by a very pleasant young woman.

Their website states:

“At KBC Bank Ireland plc, we understand that the current economic environment presents challenges for many of our customers. We would like to assure you that we are fully committed to working with customers who are experiencing financial difficulty in a positive manner. If your financial situation has changed recently or you are concerned about your finances, we would encourage you to contact us as soon as possible”

You could see that there was a nervousness with the people tweeting – were they sure it was KBC bank?  A few tweeters privately started confirming this information and in no time it seemed certain and people were now tweeting with confidence.

Once the Late Late show was over, the audience prizes given out and we all went about our weekend routines I wondered what would happen with Stephanie, Priory Hall and the offending bank.

The Irish Times confirmed this morning that KBC have said “it would not pursue Ms Meehan for any balance on her mortgage“, despite sending her a letter on August 28th (two weeks ago) highlighting arrears plus interest due!

It said it was doing so: “given the specific circumstances of this tragic case”

Were the “specific circumstances” the awful human tragedy or was it the media heat and extreme embarrassment that they were uncomfortably experiencing?

At least KBC bank could throw resources at the problem the minute they started to feel a little uncomfortable – poor Stephanie and Fiachra had no such release valve.

This was the very least they could do but it leaves their reputation in tatters.

If they are genuinely sorry about what happened and want to live up to the promises on their website they should hold their hands up, apologise sincerely and promise that they will review all of their debt collection procedures and provide training and strict criteria to all personnel involved in this process so that this type of tragedy would never happen again.

Stephanie – Well done

Builders and Inspectors – Disgraceful

KBC (and all the other banks behaving the same) – Shame on you

All of us – Start making some noise

Fiachra – RIP

Greg Canty is a partner of Fuzion 

Tags: , , , ,
Posted in Bullying, Customer Care, Irish Economy | 2 Comments »

Cork Ghosts

September 5, 2013

Cathedral and Shandon - Cork

We are working on a project at the moment and as part of this exercise we asked people a very simple question: “What do you love about Cork?”

As you can imagine we received all manner of responses, which are quite revealing about our great City and County.

One particular response from Fiona Whyte is worthy of special attention as it is so brilliant:

“What I like most about Cork are the ghosts, the ghosts of the older city, guarded behind the imposing presence of Father Matthew.

Move away from Father, over the bridge, along the quays and up Shandon Street, you leave behind the modern city and its quest for sophistication. Here, in amongst ebony skinned youths and pink-haired girls, the ghosts emerge from steep steps and lane ways.

A man in a long brown coat tips his hat at me as he passes by and I swear it’s Frank O’Connor. Shop fronts cry out Polski. A teenage girl at the bus stop checks out her Facebook updates on her smart phone. But the buildings can’t cover their origins of decades and decades ago and everywhere the music of the Cork accent rings out loud, louder even than the bells at the top of the hill.

Going past the North Cathedral and down Cathedral Walk – my mother still calls it Chapel Lane – children in the school yard are shrieking as they fly from a pig-tailed pursuer.

Girls are whirling ropes and one chants rhymes as the others skip. I think she’s my grandmother. I learned those same rhymes from her, and No. 3, the house where she was born, is just nearby. Its walls have been recently painted white but this cover up of its natural grubbiness is temporary, I’m sure.

What’s more, I’m certain now that if I walk through the front door, beyond the heavy curtain which separates the three foot square alcove from the not much larger living area, I will be greeted with a welcoming if toothless smile from the tiny woman who inhabits the chair in the corner. Her white hair is pulled back in a bun. Her black skirts reach the ground and a heavy black shawl is wrapped tightly around her. She holds court from the corner, though she rarely speaks. But all eyes are trained permanently in her direction, for just above her head, perched on a sloping shelf, is the miracle box, a chest of moving black and white images accompanied by muffled sounds. My grandmother’s mother, she lived to be ninety-six.

Leaving Cathedral Walk, I turn back to town and treat myself to a Moroccan couscous lunch in Cafe Bendec. I look out the window, content that here on Pope’s Quay, amidst the scurry of vehicles and pedestrians, the ghosts continue their eternal patrol”

Fiona ….wow!

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

Tags: , , ,
Posted in Cork, Family, Tourism | 8 Comments »

How do you treat your Captive?

September 2, 2013

Tent - Electric Picnic

We were going to Electric Picnic the following day and as we are a little older and used to our few comforts we opted for the hotel in Portlaoise instead of a tent!

The hotel that is normally “from €59” per night was now €200 but the snag was if you wanted to book for Saturday night then you had to book Friday night at well – fair enough we reckoned.  We have come to accept that when you are a “captive” they can pretty much charge what they want – its like the last minute Ryanair flights.

Maldron Hotel PortlaoiseThe first thing that got me was the “from €59” banners on the way into the hotel – at least have the decency of taking those down when you are charging people €200 x 2!

We weren’t expecting The Ritz but we were hoping for this hotel alongside the motorway to be good at least and maybe there might be a buzz and a few things going on for the “Picnic”.

We booked in to be told that the rate was room only and breakfast, which was extra would be served from 8am …hmm

The room was a little bit tired but functional, the second bed had been removed, the light kept switching off in the loo and there was virtually no mobile phone reception (not their problem I guess) – my kids would be ringing as we were meeting up at the festival the next day.

We had done enough driving for one day so we decided to grab a bite to eat in the restaurant – it was surprisingly quiet as we were pretty much the only diners except for a bunch of young women. We managed to get the worst chicken wings of all time and the 100% beef burgers (festival fever was kicking in already!) were tasteless and overcooked.

We watched as a man sat alone in the corner waiting for his meal – from where we sat we could see that it was ready and sitting under the heated lamps. The waitress was chatting to the manager but didn’t seem to spot that his meal was ready – she came over to us, cleared our plates and then collected his meal and brought it to him. I’m guessing it was sitting there for about 5 minutes.

It was at that point that a young and older woman arrived – they were obviously here hoping for a nice meal and I felt a sense of responsibly towards them. I felt like telling them to go somewhere else!

“Are you sure I shouldn’t say something to them?” I asked Dee.  “You can’t do that and besides, they will think you are mad” A good point I reckoned!

The manager marched around the restaurant with a sense of authority – I watched him wondering – does he realise how bad the place is?  The two chefs were staring out from the open kitchen waiting for another customer order – come on guys, surely you want to produce better meals?  Do better even for your own satisfaction?

Our plates were cleared – the waitress had a sixth sense that “how was your meal?” was a question she shouldn’t bother with.

Young Wonder at Electric Picnic 2013

Young Wonder from Cork

The following day we had a great time at Electric Picnic, the highlights being Young Wonder, Daithi and the rock god Robert Plant (ex Led Zeppelin). At the festival you could see that some of the vendors were taking advantage with expensive food and beer but some were charging normal prices.

We were back at the hotel for about 2 am to find none of the glasses had been cleared from the room from the night before – I was looking forward to checking out the next morning.

This place has settled for a certain standard, a level of service that delivers you rooms at €59 and one that leaves you unsatisfied and sealing the argument that you get what you pay for. They could do better, an awful lot better if they just tried and had some pride in their product and service but In some ways it didn’t matter because we were captives for both nights.

Instead of giving us a “good” experience for our overpriced stay and possibly making us consider it again (at €59) we will now pass the hotel every time we take the trip back and forth to Dublin and say “that’s that poor place that totally ripped us off during Electric Picnic …do you remember?”

There are times when our customers are captives:

  • They need something urgently
  • They are stuck with a problem
  • You are the only one open
  • They have a crisis
  • They have no other option at the time but deal with you
  • You have a monopoly in that area
  • You are the only one with their files

When your customer is a captive how do you treat them?

Greg Canty is a partner of Fuzion

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

Tags: , ,
Posted in Customer Care, Entertainment, Hospitality | 9 Comments »

Discrimination against men!

August 29, 2013

Discrimination against men

I’m up to here with quotas for women and schemes and incentives .. enough!

The latest that has come onto my radar is a scheme and fund by Enterprise Ireland for “Ambitious Women”.

www.enterprise-ireland.com/ambitiouswomen – get your entry in because applications close on the 10th September!

Deirdre Clune - Fine GaelI spotted the very talented and intelligent Fine Gael Senator Deirdre Clune, blogging about it on her website  with the headline “New Fund means more Women will be at the Forefront of Irish Business“.

Now … before I go any further you are probably thinking that I have something against women.

I don’t!

I work with a team of women who are absolutely brilliant and during the course of my work I deal with incredible, intelligent, talented, professional and quite impressive women on an ongoing basis.

If you asked me to make a list of people who have impressed me lately, then truthfully more women would be on that list than men!

If you look around you and observe you can see some of these women rising to the top and starting to take the top positions in organisations. In political circles we are seeing exactly the same – Deirdre could very well be one of these in time.

The new Enterprise Ireland scheme (don’t get me wrong, any new scheme promoting entrepreneurship is great) is according to the blurb designed to “accelerate the number of high potential female-led businesses being set up in Ireland“

The Minister for Jobs, Enterprise and Innovation, Mr Richard Bruton stated “I’m delighted to add that this recent announcement follows on from two other successful female entrepreneurship funds which were launched last year.“

If you read on you get even more of it: “The funding call is open to female-led start-ups in Manufacturing and Internationally Traded Services including Internet, Games, Apps, Cloud Computing, Enterprise Software, Lifesciences, Food, Consumer Products, Medical Devices and e-Health – This means that women can pursue viable business ideas in a multitude of areas, which in turn could generate jobs and get the economy moving“

“I do hope in addition to helping women jump start their business ideas the fund will also advance Ireland’s reputation on the world stage as these business areas are all globally exciting and sustainable.”

So, a female start up will get assistance but a guy with the same proposition won’t? Hmmm..

Ambitious and talented women in Ireland ….do you really want to be singled out for such special attention?

Such schemes specifically promoting women in business are wrong and if you think about it discriminatory to men and totally missing the point.

We need to be encouraging everyone to start a business – come on!

If there was a similar scheme for men, women would be up in arms and rightfully so.

Condoleezza RiceAmbitious women, wherever you are stand up and go for it

…not because there is a scheme or a quota but because you want it, you deserve it and you are more than able!

No Fund will mean more women are at the forefront of Irish business – you can do it for yourselves the same as the rest of us! 

P.S. I’m waiting for the torrent of abuse when I publish this post – It won’t be pretty!!

Greg Canty is a partner of Fuzion 

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

Tags: , , , , , ,
Posted in Brand Loyalty, HR, Ireland, Positivity | 31 Comments »

A New Generation needs Old Values

August 22, 2013

Eminem - Slane Convert

Once again a social media fuelled incident has hit the headlines as a result of the #Slanegirl photos that bounced around Ireland and beyond from the Slane concert recently where the famous Detroit rapper, “the poet for a New Generation” Eminem was the headline act.

If you missed all the drama a young woman (newspaper reports claim she is 17) and an older guy were caught performing an inappropriate act in quite a public place at the gig. The incident was photographed by a bystander, pushed out on social media and before you could blink (or a hash tag was created) the photo went viral by people retweeting and sharing.

This 17 year old girl and the guy involved must now deal with the pressure of a huge media/public spotlight – too much for any young person to cope with.

At a media conference in the US in 2011 celebrity Arianna Huffington, co-founder of The Huffington Post, said that the popularity of Facebook, Twitter and websites like her online news site indicate that “self-expression has become the new entertainment.”

We can see in this scenario how Arianna was right at so many levels.

Once any incident occurs good or bad that has an “Oh My God, guess what I’ve just seen” element to it, you are guaranteed that it will travel like wildfire in our New Generation.

Pretty much all of us are now self publishers and with our own platforms and audiences we are armed with powerful devices that can bring something to life within seconds.

As usual after this incident social media got a huge amount of flack and all sorts of issues have been raised- the experts from the legal professions, the various authorities, organisations and social media were wheeled onto TV and radio shows to give their many and varied opinions.

Both Twitter and Facebook did react and pulled the posts down as soon as it became clear how distasteful the content and the act of sharing and commenting was. Unfortunately the damage was pretty much done at this stage – these pictures are still widely available online.

New GenerationWhat can we do to stop this happening? Can we do anything?

The police are conducting an investigation – is the young man in trouble, what about the person who took the photo and what about those who passed it quickly along the chain on the various social media channels?

Who was to blame and how can they be punished?

We will huff and puff but ultimately very little will happen – it’s virtually impossible to shut down the self publishing machine.

Besides demonstrating once again how hurtful and irresponsible people can be, the Slane incident is very frustrating for a number of reasons:

The Social Media is to blame argument

Social media is powerful and hugely beneficial but it is mostly in the media spotlight when something “bad” has happened.

You never really hear in the media about long lost relatives connecting through twitter, businesses thriving by using the platforms cleverly, people publicising causes and injustices or tricky problems being solved online – it is mostly the negative, controversial stuff that we hear about.

We find ourselves blaming the social media platforms and not the users – twitter, facebook and all the other platforms are only as good or as bad as the people using them.

The platforms do have a big responsibility to respond quickly to sensitive issues and have methods of detecting and dealing with inappropriate content. At least accounts were pulled down on this occasion, which will send a strong message to all users who use social media as a core part of their lives.

The Incident

This sort of misfortunate incident is not unique and has been happening as far back as I can remember but the difference is that now we can share it easily so the impact and consequences are much larger, which brings me to the point of New World Rules.

1. We need to be extra vigilant in our new world and be extra careful with any incident in public

2. Accept that the incident will be recorded as nearly everyone watching anything has a phone capable of taking a good photo or even filming the activity

3. Assume automatically that the photo or footage will be shared on one or more social media platforms complete with descriptions and hash tags instantly and with the capability of identifying the individuals in the picture.

4. Assume if the incident is an “Oh My God, guess what I’ve just seen” then it will be shared online and will quickly spread virally

5. Posting or sharing anything online leaves a digital footprint back to you and more importantly gives an instant impression to others about you as a person, good or bad. This impression tends to stay with you.

We can look to the authorities to legislate for such instances and we can work with the social media platforms to introduce better controls and quicker ways to respond but the real job lies with us, the users.

We, the New Generation need to understand the powerful technology that is at our fingertips and we need to use it responsibly. That simple photo, status update, share or retweet can cause untold damage to someone’s life.

We need to think about our own values and the values we pass onto our children – this applies equally offline and online. There is no difference.

We must take our own personal responsibility – if we see something not right when we are out or online we should react and play our part and instead of saying “Oh My God, guess what I’ve just seen” we should be saying “It’s not right ….stop” and report it immediately.

The sooner we realise that old values need to be applied to our New Generation the better.

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and training in Ireland from offices in Cork and Dublin

Tags: , , , , , , , ,
Posted in Entertainment, Facebook, Parenting, Personal development, Publishing, Social Media, Twitter | 10 Comments »

Driving too hard a bargain

August 20, 2013

Super pub

We were thrilled when the biggest super pub in the City called us and invited us to pitch for their business – we must be doing something right I thought.

At the time I was the General Manager of  Deasy’s, a Guinness subsidiary with depots in Cork and West Cork. We were drinks wholesalers and we delivered beer and soft drinks to the pub and off licence trade in these areas.

We had been doing quite well and this pub was one of those “prize” accounts that all our competitors were chasing. The business they were doing would probably be about 20 times the size of a normal pub.

This was an account we wanted so we put a really competitive price list together. There was enough in the price to win the business but still leave enough for us to make it worth our while.

Not good enough – we had to do better.

I guess this was no surprise as the incumbent wasn’t going to lose this business easily and the buyer  (in those days no one had a buyer but this crew had!) was going to quite naturally play us off against each other.

We sharpened the pencils and ate into our margins leaving a little left for us.

Not good enough – we had to do better.

At this stage we cut our margin on products across the board effectively giving them the cheapest prices we were giving anyone – this was crazy but if we wanted this prize account its what we had to do.

The buyer rang our Sales Manager – congratulations, we had won the account and they looked forward to doing business with us. Over time with the introduction of some new products and a few substitute brands we might be able to bring it back to some level profitability.

After our first delivery the buyer rang and told us that he had some breakages left over from his previous supplier that he wanted us to uplift. We would have a look at them and decide what we could do – even with out of date alcoholic products we would be able to reclaim the duty and pass the rebate back to them.

We inspected the breakages and there was a huge quantity of all sorts that he wanted to return – clearly they had done a clear out of their stock room and expected us to take back this rubbish that had been accumulated for years. Many of the products were non-alcoholic and some were brands that we never stocked and would not be able to get credit from anyone.

We carefully assessed the breakages and informed the buyer how much credit we would be able to manage. He informed us in no uncertain terms that he would pull the whole contract if we did not give him a 100% credit at our list prices – he was being totally unreasonable but he was serious.

We reluctantly collected the “rubbish” and processed the credit.

The account continued in this vein – he wanted emergency deliveries at a moments notice whenever he ran short, often at quite unreasonable times.

He pushed us so hard and continued to do so – so much so that there was no win left for us and we were starting to feel quite abused.

All of a sudden it wasn’t our prize account, it was a thorn in our sides. We started to get strict with them – they had to order properly, we cut out emergency deliveries. We maintained a good level of service  but now it was on our terms.

From time to time our suppliers would give us beer fridges and promotional events that we could allocate where we chose – needless to say we never passed these onto our “prize” account.

After six months we got a call from their purchasing manager who wanted to do another round of “squeezing” and was inviting us to submit our best prices.

This time we did a full review of our price list, increased the prices across the board and politely let someone else be a busy fool – that was the last time we set foot in the place.

James Caan - The Real DealIn James Caan’s book “The Real Deal” he spoke about a valuable lesson his dad had taught him from his leather trading days – it was always vital that you made sure there was a “Win-Win” left for both parties in a deal.

In our case there was certainly no win for us and in truth the supplier also lost out – they pushed us to the point where we didn’t actually care about their business any more.

Be careful not to drive “too hard” a bargain and make sure you walk away before the point where the business just isn’t worth it anymore

Greg Canty is a partner of Fuzion

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

Tags: , , ,
Posted in Accounting, Customer Care | 13 Comments »

Petty Cash and the Red Head

August 18, 2013

Redhead

We were working to a strict budget but we knew we needed another person in the company to cover a few key areas of weakness.

The person would have to be a really organised all rounder who could help with stock control, provide some admin support and take over the credit control function.

It was a big ask finding the right person to do all of this in particular for the budget we were offering.

I was the financial controller of both Deasy & Co in Cork and Connacht Mineral Water Co in Galway, both Guinness subsidiaries.

I was in Galway early in the morning to conduct interviews with John, the General Manager. Both of us were in our early twenties, bursting a gut to drive on our careers but in reality quite inexperienced.

Applicant after applicant came through and we weren’t finding anyone that fitted the bill.

Eventually a really well dressed attractive young woman came through the door for interview. This gorgeous redhead wearing a sharp suit sat down confidently and answered all of our questions with authority.

To be honest she had taken both our breaths away –  in some way I think both of us were willing her to give us the right answers!

As the interview progressed and we were falling further under the spell of this confident, bright young woman I could hear the different voices in my head “just give her the job“, “give her the job now and forget about the other interviews” “be responsible Greg, start probing …”

“You know the job on offer would involve some credit control?” I asked

“I know, that’s no problem” she replied confidently

“A lot of people find credit control a difficult thing to do, would you be ok with it?” I probed further

“Yes, I would be totally fine with that” she responded but not as assured as earlier.

“How would you describe credit control?” my final question

She batted her eyelids, flicked her red hair and smiled at both of us “Would that have something to do with petty cash?”

We knew we would both be fired within a month if we gave our attractive redhead the job and eventually we settled for a good solid young lad, who we would have to give some training to, so he could manage all aspects of the job.

The fancy package isn’t always the one that will get the job done!

Greg Canty is a partner of Fuzion

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

Tags: ,
Posted in Accounting, Recruitment, Staff training | 2 Comments »

Barack Obama and his lesson in Social Media

August 11, 2013

Barack Obama and Michelle

I probably show too many slides when I give my social media courses.

I always try to communicate my points with visuals using as few words as possible. At all times I will try to avoid slides with lots of text – I get bored with them so I’m sure anyone reading will do likewise.

My usual courses run over either two or three sessions and I normally try to leave it at least a week between sessions so that students and clients can practice in between sessions and get the most from the training programme.

The big challenge is when I am asked to cut the course into one session – this is really tricky as I have to do a huge “cull” of my material to come in at the required time and still cover the ground sufficiently.

I hate losing slides as all the material is designed to make a specific point, so inevitably valuable material gets lost.

There is one slide above all in my presentations that is precious and if I had a situation whereby I had the time to show only one this would be it.

I love this particular image because for me it sums up the magic of social media and teaches a huge lesson in how to use it.

I was asked to make a presentation to Dublin Chamber about the use of Twitter for business and it happened to coincide with the results of the last US election. Due to other commitments the night before I had to travel from Cork early in the morning to get to Dublin for the 7:30am presentation.

Like the rest of world I was intrigued about the result so the first thing I did when I woke was to check twitter on my smart phone and this is the tweet I saw.

This Barack Obama tweet was the most retweeted of all time – even at 4:19 am our time, it had been retweeted 475,000 times.

Why do you think I love using this tweet so much?

  1. It demonstrates how Twitter is now the first port of call for breaking news
  2. It demonstrates the shift from Facebook to Twitter – During his first Presidential campaign he was not using Twitter, it was all about Facebook.
  3. This medium was how he chose to communicate to the outside world that he had accepted he had won the presidential race
  4. The message is really simple and concise (often the best way to use social media)
  5. The picture he chose to accompany the tweet demonstrates the biggest social media tip of all, much better than I could ever explain it

The Picture!

Four More Years

Why is this picture so powerful?

Cleverly he didn’t show a picture of himself in a suit with all of his team – he chose a picture of himself, eyes closed, without a jacket, with his sleeves rolled up hugging his wife in a loving embrace.

The President knows instinctively that showing himself as human, as a family man, even slightly vulnerable is the way to connect with the majority of people and this is a winning formula.

A great way to win on social media is by allowing yourself to be human, personal and even vulnerable at times.

People are intrigued by people and even if you are running the most boring business in the world you can bring it alive on-line by interacting and showing people who you are, what you are all about and giving them a chance to get to know you.

Social media provides you with that opportunity – grab it!

Greg Canty is a parter of Fuzion

Fuzion provide Social Media Consultancy and Training in Ireland from offices in Cork and Dublin 

Tags: , , , , ,
Posted in Social Media, Training, Twitter | 5 Comments »

The Single Biggest PR Tip – Never Waste a Good Story

August 7, 2013

Great Story

From all of the work we do with clients and our collective experience and expertise we can offer you one simple piece of advice about PR, one Golden Nugget that you need never look past..

“Never waste a Good Story”

This is a really simple guiding principle to apply, no books or no huge science required, just a straight forward case of Never Waste a Good Story.

Bring PR onto your business agenda, into your plans and objectives, into your management meetings – Ask the question “Do you have any good stories that should not be wasted?”

Once you realise you have a good story and you’ve decided you don’t want to waste it, that’s where the process, the science and the fun starts..

Get that story out there!

Greg Canty is a partner of Fuzion 

Fuzion are a PR firm in Ireland with offices in Cork and Dublin

Tags: , ,
Posted in PR | Leave a Comment »

Go on – Personalise

August 5, 2013

I Love GregHi there!

Wouldn’t it be a lot better if “Hi Greg” had appeared on the email instead of the words “Hi there”?

Dear Customer,

Wouldn’t it be a lot better if “Dear Greg” appeared on the invitation to attend the launch event instead of “Dear Customer”?

The Manager

Wouldn’t it be a lot better if “Greg Canty” had appeared on the envelope and letter that accompanied the brochure instead of “The Manager”?

Price List

Wouldn’t it be a lot better if  “Fuzion price list” had appeared on the quote instead of a generic price list?

Reserved

Wouldn’t it be a lot better to see “Reserved for Fuzion” on the restaurant table instead of a plain “reserved” sign.

It does take time to customise and personalise, it does take a little extra effort but your communication will resonate so much more when you can avoid being generic. (Personalising has never been so easy with the tools that are now available).

Often being generic can even have a negative effect and can have your customer feeling very “not so special“.

  1. If you can’t personalise think twice about communicating
  2. If you can personalise get it right – double check the spelling of people and company names
  3. Where personalising isn’t expected …personalise!

I received a CD in the post from an Amazon affiliate supplier and the docket had “thanks Greg” marked across it in marker – Wow!

Sometimes it’s really easy to stand out by doing just a little thing.

Greg Canty is a partner of Fuzion

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

Tags: ,
Posted in Brand Loyalty, Customer Care, Direct Marketing, Marketing, Retailing, Staff training | 7 Comments »

« Older Entries
Newer Entries »