Hiding from the customer

August 26, 2012

Old Pub

We had a great evening in Kinsale.

Tommy, our buddy wanted to hook up with Liam Brown who was back from Florida for a few weeks to visit some family members. Liam, a successful businessman was originally from Castleisland in Kerry but emigrated to the States over 20 years ago. So a bunch of us met Liam at the Blue Haven for a meal on a really pleasant Saturday evening.

Tommy and Liam exchanged stories and banter about football, the hospitality industry, the economy and some tales about characters from the “old days”.

Liam said he will never come back to Ireland because of the climate but still loves visiting. The recent weather won’t change that mindset!

One of the tales was about a certain publican in Kerry who according to Liam was the laziest publican ever. He was at his worst in the mornings and on one particular occasion he had just opened his doors for business and a bunch of Americans landed, all of them looking for Irish coffees.

This was all a little too much for our publican so early in the day who was more interested in browsing through the sports pages. “Sorry folks, the boss is gone to the bank and he won’t be back for at least an hour” and the Americans went on their way!

Sometimes even the boss isn’t able for customers …

Greg Canty is a partner of Fuzion

13 Tips About Blogging & making some noise!

August 23, 2012
Blogging Tips by Greg Canty, Fuzion PR

What’s it to be?

Blogging is a great way to demonstrate your expertise and get your message out there and I find more and more we are encouraging our clients to jump in and let the world hear what they have to say ….make some noise!

Once your blog post is written it makes great raw material to feed your social media activity or even to pitch to the media if it is in relation to some issue that is quite topical. Interested readers (hopefully some of these are potential customers) can subscribe to your blog and will then get automatic updates whenever you post something new.

This all sounds fabulous and it really is once you are up and running but the tough part is starting!

Often I find a client will put a week’s thought, deliberation and work into a single blog post and the monumental effort will ensure that it will be their first and last – writing isn’t easy, it is a skill that needs to be practised the same as anything else and I guess it comes easier to some than to others.

What I can promise is that once you are up and running it will get easier and easier, but you have to allow yourself  a learning curve and you will soon discover a style that you are comfortable with.

Get it right and not only will you enjoy it, but it will help to bring you and your business visibility, which should help to bring you business.

Blooging Tips by Greg Canty, Fuzion PR

Power blog!

I have put together a few tips about blogging that might help you along the way!

  1. Keep the blog post as short as possible (just enough to make your point)
  2. Try to write in the “first person” if possible
  3. Avoid using technical/industry jargon (unless it is for a very technical audience)
  4. Keep it topical (where possible try making your point using some issue that is current)
  5. If the blog post is taking more than half an hour to write then you are probably thinking about it too much!
  6. Always try to include a relevant visual – people love pictures!
  7. Blog as frequently as possible (at least once a week is a good target)
  8. Mix your topics and don’t be afraid to let your personality shine through
  9. Keep a note book (your smart phone might help) to jot down ideas for blog posts – they will come to you at the strangest of times, believe me!
  10. Optimise your keywords – if you want your blog post to be found try to work the important keywords (the ones that a typical user might use if they were searching on the topic) into the blog heading, the first paragraph and your keyword tags. Make sure you categorise and tag your blog post once it is done.
  11. Include hyperlinks (simply the web addresses of other relevant content) – links to your website, links to the writers LinkedIn Account, links to other resources on the web.
  12. Blogging is just the start – make sure you push it out through your social media channels to get value for all of your hard work
  13. Unlucky for some but not for you – Go on …..www.wordpress.com , what are you waiting for?

Looking forward to reading what you have to say

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Sometimes are you better off not saying the right thing?

August 19, 2012
terrible names for a business

Must be a great shop!

At this stage between the initial briefing meeting and the time spent researching and working on the plan we have spent well over a day’s work before we meet with the prospect and present our Marketing\PR plan for his business.

This is always a tricky stage for us – if you want to have a chance of winning the new account you have to punch in the time, put in the research, brainstorm and put all your best ideas and thinking into the plan.

We don’t get paid for this but we do obviously hope that the client likes what we are proposing and then engages us to execute the plan for them – Put your best foot forward if you are serious about winning the business.

We are two hours into our presentation and the prospect seems to be embracing the plan and it is all looking very positive. Our plans are always quite comprehensive and cover everything from being found on-line, a review of marketing collateral and website, a PR plan including ideas that should generate the right media coverage and a social media plan to accelerate all of these efforts.

At the end of the presentation, while everything seems to be going well there is one huge, risky issue that we wish to discuss.

We feel your business name isn’t right” we gently explain to the prospect. This could be as delicate as telling someone you don’t like their child’s name!

But what about my website, my branding, the money I’ve invested to date in advertising, pushing the name out there?” he asks.

It is saying the wrong thing about your business, it is giving the wrong impression of what you are about” … he seems to be digesting and contemplating what we are saying , so we continue “we feel strongly that we would be doing a huge disservice to you if we drove on with a plan without first addressing the issue of your business name“.

After a few minutes he admitted that he always had some concerns about the name “fit” and we were the only (maybe foolish?) ones he met that had raised the issue.

We presented him with some alternative names that we felt more accurately captured the essence of the business offering and he seemed genuinely interested in them.

In truth we could have made life easier for ourselves and probably for him by just ignoring the business name issue and presenting a plan that was in keeping exactly to the brief.

He asked us to leave the plan with him to mull over while he went on leave and we are still waiting to hear…

Sometimes are you better off not saying the right thing?

(p.s. – We’ll let you know how this one turns out!)

Greg Canty is a partner of Fuzion

Fuzion are a PR firm with offices in Cork and Dublin

Clannish – Who is missing out?

August 15, 2012
Taxis

Who’s the driver ?

I totally hate getting taxis, I hate having to leave our car in town and I hate having to get back into town the next day to collect the car …. I hate taxis! (and I do admit to being quite odd at times ..)

After a long day on the Cork Gourmet trail sampling food and wine in so many great establishments followed by a few visits to some popular watering holes, getting a taxi home was a necessity.

I wasn’t really in the mood for small talk but our driver was a really pleasant, cheery guy from Pakistan. He asked us about our day and on the journey to Balincollig he shared with us some of his life stories and his love of Cork.

It turns out our driver was a senior bank official in Pakistan but found that when he came to Ireland this experience counted for nothing so he ended up spending a few years packing shelves in Tesco. Acknowledging his lack of progression he decided to save hard and invest in a business course in Ireland, which he felt might change perceptions of him.

Despite doing really well on his course his job prospects never improved and he found he was lucky to even get to interview stage. At admits now he has pretty much given up on his career dreams and has settled for his job driving a taxi.

Always upbeat in his intelligent conversation with us, he did hope that his two kids, who according to himself are as Irish as we are, (complete with Cork accents!) would have better luck than he did in fulfilling their full potential.

It upsets him that the Irish are so “clannish” and while not being considered for jobs he is more than qualified for is quite upsetting,  he really gets upset when some people get in his taxi and jump out again when they see he is coloured.

He reckons that he is experiencing now what the Irish experienced many moons ago in other countries.

In the back seat of his taxi I reflected on what he was saying to us and quite honestly I couldn’t disagree with him or offer any great words of wisdom. At the end of our ride home we shook his hand, gave him a decent tip and encouraged him to keep chatting, sharing his story and changing minds one by one.

To use his very politely chosen words, maybe we are “clannish” and I wonder are we sometimes missing out on the best people because of our prejudices?

Greg Canty is a partner of Fuzion

Katie Frenzy

August 10, 2012
Katie Taylor - Frenzy !

You just “have” to win Katie

Like the rest of you the Fuzion crew ended up ducking out of work early and headed to Sober Lane (great name for a bar!) to watch Katie Taylor’s Gold Medal Winning Olympic Fight.

I must admit that I had never seen her box before these Olympics but my heart was in my mouth for that really close, nerve racking match as we all watched on the edge of our seats.

Of course it was fabulous for Ireland to win a Gold medal and it was extra special that such a special young girl did it for us, but I did feel there was an extra dimensiongoing on.

To me it felt as if the whole country had funnelled all of our hope, our depression about the recession, our frustration about the lousy weather and even our disappointment about the Euro Championships onto the shoulders of this girl and really “needed” her to do something great – we really, really needed her to do this, maybe in a disproportionate way? After the fight was over I saw a tweet by someone who declared the “recession to be officially over” – I knew what she meant!

The match was really strange with both boxers being very cagey and slow to engage – it had all of us quietly biting our nails but then I listened to the Irish crowd in the stadium and they were literally in a “frenzy” lifting the roof off with their sheer noise. I wondered were they even watching the match? – if they were as nervous as we were, they would have been in near silence. I worried at one point that they might pressurise Katie into launching right in there too quickly, but she kept her focus and did her job.

Were we watching more than a contest for an Irish gold medal – I wonder?

Well done Katie & thank you! 

Greg Canty is a partner of Fuzion

Big Dreams and Bad Sums

August 5, 2012
Kingsley Hotel

Kingsley Hotel – Under Water?

Driving past the Kingsley Hotel in Cork on the “Straight Road” as the locals call it, it’s really sad to see the place still shut and sadder again to know that it is now in the hands of the Receiver along with it’s sister hotel the Midleton Park.

The Kingsley Hotel was originally opened in 1998 on the site of the old public baths (I used hate going there as a kid!) by Thomas McCarthy and Thomas Kelly, two experienced hoteliers.

Dreaming big and with the help of willing lenders, this business duo transformed the then successful hotel in 2003 into a large five star hotel with over 130 bedrooms, suites and a separate luxury apartment development called The Residence.

We passed the hotel on a regular basis as the major renovation transformed the existing premises, including the building of an underground car park, which caused some costly delays to the project.

The work seemed to take forever and was eventually completed leaving Cork with a superb large capacity five star hotel. We regularly met clients there for meetings and we also had a few Fuzion brainstorming sessions, which invariably ended up being helped along with a few glasses of vino!

My last memory of the hotel was attending a book launch for Brian O’Connell’s fine publication “Wasted” in one of the superb reception rooms.

The freak Cork floods in November 2009 managed to shut the hotel and unlike all the other business properties affected it has remained unopened, apparently due in part to drawn out and complicated disputes over insurance.

Kingsley Hotel bedroom

Big Dreams?

As already mentioned the hotel and it’s sister hotel, which is reported to be trading well have been put into receivership by the bank continuing a trend, which we have witnessed across the length and breadth of the country.

This particular “episode” has been complicated by a freak flood but similar to every other scenario the banks/NAMA have decided that the high level of debt will not be recovered so they move and take over the operation.

Does this course of action and the relavant sums make sense?

Lend too much to a business on the back of silly (hindsight is a great thing!) property values
– The business can’t sustain the high level of debt during the recession
– A depressed property market puts the whole scenario in the red
– Turf out the existing (experienced?) operators and replace them with high fee receivers and management companies
Negotiate a sale at a stupid price (watch this space) to an opportunistic investor (the bargain hunters are queuing up to get the best of the rich pickings)
– Chase the individuals unrealistically for the balance of the debt
– Eventually write off the unnecessarily huge level of unpaid debt (taxpayer mops up the difference)

This is the worst, laziest and most costly solution to a very tricky problem and unfortunately it seems to be the most popular course of action being taken.

With the Kingsley example and so many others that we are witnessing on a regular basis, surely it would be better to let proven operators manage the business through this difficult period in a “realistic” manner and let the economy and the property assets recover over time.

Businessmen with Big Dreams are the lifeblood of our economic recovery and the institutions that let these dreams go too far need to stop doing such Bad Sums..

Let’s dream again by having the courage to do Big Sums.

Greg Canty is a partner of Fuzion

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

Getting your business found online with Google Adwords

July 31, 2012
Website Marketing

Looking for traffic to your website

I heard a really funny story from a client of ours who was dealing with an elderly couple.

The gentleman asked one of his salesman a question about one of their products. His wife told him not to be bothering the salesman as he was too busy – “When we go home we can Doogle it” she said.

The salesman bit his lip as he tried not to burst out laughing but it does show you how we all use Doogle.. sorry Google to find what we are looking for these days.

We use Google Adwords campaigns for many of our clients and I even lecture for the Digital Marketing Institute on the topic of Pay Per Click advertising, of which Google is the main player.

I call Google Adwords “Sniper Marketing” – when executed properly you are able to target anyone online who is looking for exactly the products and services that you are offering.

If your website is not being found online when one of your possible prospects does a search then you are simply “not in the game”.

With a combination of a well optimised website, supported by a Google Adwords campaign you can ensure that you don’t miss any of that important online traffic.

Easy?

The big problem as I see it, is that a Google Adwords campaign is too easy to set up yourself!

With a few clicks you can run adverts on keywords you start bidding on, and before you know it your credit bill is creaking.. often without a lot of success.

I was that soldier until I found a guide to Google Adwords many years ago written by a guy called Perry Marshall. After downloading this guide I quickly realised what I needed to do in order to create value for money campaigns. With Perry’s advice I learned how to create effective campaigns at the lowest possible cost.

Operating successful Google Adwords campaigns requires skill, knowledge, hard work and practice and Perry’s guide set me on the right road.

Ultimate Guide to Google Adwords

Ask Perry Marshall!

Recently I came across an updated version (3rd Edition) of “The Ultimate Guide to Google Adwords” and this time Perry Marshall has enlisted the help of Byran Todd, another experienced marketing consultant and adwords specialist.

Google and the online world in general has moved on and this guide brought me nicely up to date with some of Google’s new features and opportunities. The basics are explained in a really practical and interesting manner – study these and put them into practice on your campaigns as you work through the guide. The guide also offers other resources for deeper analysis and insights.

The guide touches on other areas such as web optimisation, social media and a benefit I did not expect was a lesson in marketing! Follow the advice and you will learn even more about your customers and the magic words that will have them making enquiries and placing orders.

I’ve already applied the learnings to both our own and client campaigns and I can see the improvements.

If you are are contemplating a Google Adwords campaign or you are already running one I can guarantee you that this guide will save you money and help you achieve better traffic and results.

Thanks Perry and Bryan for the refresher course – you have made me a better “G” man!

Greg Canty is a partner of Fuzion

Fuzion offer Web Marketing Services for clients including the management of Google Adwords campaigns .

Blaming Twitter – Tom Daley

July 31, 2012
Tom Daley - Olympics Twitter

What will I tweet?

An insensitive fool sends a tweet to British Olympian Tom Daley telling him “he let his dad down” , after Tom and his synchronised swimming partner, Peter Waterfield narrowly missed out on medals at the Olympics yesterday.

Tom’s dad Rob passed away in 2011 from Brain cancer. How dumb was that tweet? ….then again, how often do we hear people saying dumb things?

The tweet is dominating the Sky Sports News headlines this morning and authorities are going to “conduct an investigation“. On the way into work I heard they have the tweeter tracked down and he is going to be called in for questioning …for a dumb tweet, now that is also fairly dumb!

This whole incident will open up the debate and the inevitable conclusion by many, will be that Twitter is to blame.

This story reminds me of a debate I have regularly with a friend of mine who was a very prominent broadcaster a while back. She gives out about social media, doesn’t see the point of it and is generally very sceptical about its whole existence.

I remember one particular day she rang me all enthusiastic as she finally had great evidence that would prove her point of view. The famous singer Sinead O’Connor had just tweeted that “she was looking for a big hairy man“!

I just pointed out to her that Sinead O’Connor has always had a tendency for saying strange things – now she just has another place to say them!

Twitter is an open platform (you can control this with your personal settings but most users leave their profiles open) where everyone can tweet whatever they have to say – Yep, often this does include quite dumb stuff!

Celebs, sports personalities and even politicians use it to boost their profiles, to make a point, to promote events or products. They can get a huge benefit from it if they use it properly. Mere mortals like ourselves and that dumb tweeter can also jump in there, lap it up and punch away at our keyboards pushing our own little messages out there, whatever those might be.

Like everything else in life if it’s interesting I’ll listen and if it’s not I won’t – if that person is an insensitive fool or I just don’t like them I can simply block them.

Tom Daley did the right thing and retweeted what that fool had said and easily exposed his “dumbness” – that was the very best way of dealing with the situation. As I write Tom Daley has 783,041 followers on twitter – I would call that job done!

So, forget the further action by the authorities, forget the twitter bashing, embrace that we do live in a free society where we are free to speak.

But remember if you say something dumb, a lot of people can get to see it …

Greg Canty is a partner of Fuzion

Fuzion with offices in Cork and Dublin provide social media training and consultancy

Grabbing the “Say Something” Opportunity

July 29, 2012
Say Something - Social Media Training

Accept, Ignore or Say Something?

I just opened my LinkedIn inbox and as always I am delighted to see that there were two invitations sitting there – one from Jim and the other from John. I don’t think I know either of them but that’s not too unusual with connection requests.

For me the big issue isn’t whether I “Accept” or “Ignore” the request but it is what am I going to do with that opportunity that presents itself?

Click, click and I have accepted both these invitations, two more onto my LinkedIn Connections scorecard! – another job well done?

If I do that I have just blown my opportunity to connect ..

If you are serious about using LinkedIn as a platform for boosting awareness and generating meaningful connections then you need to start using the opportunity properly.

There is lots that you can do on LinkedIn but the first way that you can really start making a difference is by “saying something” when someone connects with you.

How about after you hit that accept button you send a simple message… “Thanks for connecting, how is business with you?

I always thank whoever has gone to the bother of connecting with me and I always ask them some sort of question. I find 99% of the time they come back with a response and before you know it, you are actually building a “connection” – do this right and you get to learn something about them and you get a chance to tell them something about you and your business.

Last week I connected with over 100 new contacts that I had on my email database that were using LinkedIn – nearly everyone accepted the connection request.

Just one took the time to say something.

Are you collecting numbers or making connections?

Go on..  say something

(for those readers that are not using LinkedIn it is a great way to make connections and generate awareness for you and your business – jump in!)

Greg Canty is a partner of Fuzion

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

Credit Control Warrior – Explained

July 24, 2012
Credit Control Warrior - Greg Canty

The Warrior !

This is just a quick note to explain what has happened to the “Credit Control Warrior” and the blog post that I had on this personal blog site regarding the very sensitive issue of getting paid by certain debtors.

The Credit Control Warrior is still alive and well but I have been asked to temporarily take the post down as it is the subject of a court case – it turns out that someone who owes us a lot of money seems to identify themselves with one of the characters in the post and was not happy about it.

If you haven’t read the post it was written in a very upset state after someone who owed us a lot of money laughed in my face when I looked for payment after finally tracking him down after a lot of dodging.

I didn’t think it was as funny as he did – upset, yeah …I was!

As always I will continue to write about the “stuff” that motivates, inspires, enthuses and bothers me and share any experiences that I may feel could be useful to anyone reading.

In the meantime thank you for reading!

Greg Canty is a partner of Fuzion