Posts Tagged ‘Digital Marketing’

Long hair and figuring out what “normal” should look like

July 5, 2020

Greg Canty - Long hair version

I had one of those rare, precious things in these very strange COVID19 times – an appointment at the hairdressers!

We are good friends with one of the owners so Dee made an appointment for me and being honest I wasn’t quite sure how I felt about it.

I was sitting in the waiting area observing all of the safety procedure signage as the team looked after their clients, all carefully spread out in the salon and all with their face visors or masks on.

Since March, we were all forced to jump off our frantic never ending cycle of life and while we have been busy and have continued to work hard it’s been quite different.

There’s been no face to face meetings, there’s been no travelling and there’s been no wearing of blazers and constant work shirt ironing.

As we all know, simple things like haircuts have been impossible, so at this stage my hair has been longer and bigger (I’m a curly head!!) than it’s been since I was in secondary school. It’s been a bit of a joke with everyone how big it is and I must admit that there is something about it that’s been enjoyable as the circumstances have forced me to go back in time.

While this time has been so unusual, complete with so much worry, sadness and uncertainty it has forced a very different way of living on us and as the restrictions are lifting gradually step by step it starts to close a door on the enforced life and prise open a door to some return to normal, whatever that looks like.

In ways I feel many of the changes were great changes and it would be so good to hold onto the better parts as we move forward.

In my head my impending haircut was taking on some ridiculous and much bigger significance – it was closing the door to that strange time.

After a few moments they were ready for me and as part of their very careful process I had to put on a mask – this is the first time I’ve done this and I couldn’t believe how awful it felt having this covering over my face and nose. I totally get why it’s necessary in these close quarters where everyone must be extremely careful as we emerge from lockdown, but it really felt stifling.  They were saying how awful the masks were for sustained periods while working – god love our medical professionals!

So, what will we do with your hair?” was the question by Kelly.

In my head I just wanted to leave and postpone the haircut so I explained to her that there was something about the long hair that I had enjoyed.

After a chat with Darren they reckoned long was actually quite good, so a little “tidy up” was the order of the day and the big mop of hair will love on for another while at least.

I’m not quite ready to return to normal, at least not until I’ve figured out what I want that to look like.

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

 

 

 

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

 

 

 

HR – A story of two very different team philosophies

April 27, 2020

HR in a crisis

We all know the story .. on the 12th March, the country was effectively shut down except for essential services.

It was a time when each and every single employer in the country had to figure out really quickly what they needed to do to protect the business during this uncertain shut down period – how long would it go on for, how many bills do I have, how much money do I have in the kitty, how much do I need to survive?

All huge questions and with no simple answers and no playbook to refer to.

What we did next reflects who we are, who the business is, our values, our ethos.

A week later, I checked in on a good friend of mine who worked as a baker in a coffee shop (part of a  small but well known chain) around the corner from our office, just to make sure that he was OK.

What he shared with me was a tale of two very different HR philosophies and two very different approaches to their employees.

On exactly the same day he was given notice by his employer and his partner who manages a creche was also told that her place of business was closing because of the “lock-down”.

However, there was a huge difference between both.

In his case he was “left go”, unceremoniously with no guidance towards where he should go to for supports and no word as to what his status would be when this “pause” was over. Effectively it was a P45.

In her case, she was also left go temporarily, but with absolute clarity that her role would still be there when things returned to normal, she was guided towards the supports she needed and the employer set up a WhatsApp group so that the team could stay in touch during the lock-down.

While both of these scenarios were identical, they couldn’t be any further apart.

I have sadly heard of so many cases where loyal employees were just cast away on the 12th March, with virtually no concern as to how they would put food on their tables next week.

Your team are your business, and how you treat them will absolutely determine how successful your business will be and how deep your team will dig for you when needed.

When the lights come back on, I know of a great guy and all of his colleagues who will be looking for a new opportunity, and I know of a great gal and all of her colleagues who be delighted to get back to work and will dig deep for their employer when the chips are down.

What type of employer are you?

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

 

Time for a (LinkedIn) Group Hug?

April 2, 2020

LinkedIn Groups - Social Media Training

From my experience most LinkedIn users are not using the very useful ‘Groups‘ facility on the platform.

For your industry or your business community there is more than likely a group set up with like minded individuals who have already joined.

These could provide you with the opportunity to interact with like minded people, discuss topical issues, solve problems, demonstrate your expertise, get information or these could easily help you to identify useful connections for your business or organisation.

If you do a search right now…Dublin Chamber, Cork Chamber. UCD Alumni, Marketing professionals, Hospitality professionals in Ireland – you are likely to find a group that matches your search.

Groups will have a filter process for members depending on how they have been created – you will need to request to join or be invited to join by an existing member and an administrator somewhere will decide whether to let you in or not.

If it is a group for a membership organisation it is very likely that they will not grant you access unless you are a member.

When you create a group you have a number of options including:

  • Name and description
  • Industry types (up to 3)
  • Stated rules for the group (how members should use and behave within the group)
  • Whether the group is visible or not: you could for example make it a “closed” group for your organisation so it won’t appear on searches
  • If you allow existing members to invite others to join
  • Approval setting for posts within the group.

New Feature: Messaging

The functionality is always changing so how you can use them is always changing. For example LinkedIn have just now given members within groups the ability to send a message to other members, without being connected to them (and without having the paid version of the platform).

These messages will come into you just like a normal message on LinkedIn.

So…look for a group today that could work for you and your business, click that ‘Join’ button and off you go!

Or…maybe you could be the one to create that group?

What are you waiting for?!!

Greg

Greg Canty heads up the Digital Marketing team at Fuzion Communications and as part of our suite of digital services we offer social media training and social media consultancy, both face to face and online

The Fear Virus and the Pause

March 19, 2020

The pause

Last night was the first night that I slept the whole way through without waking in a week.

The few other nights before that, ever since we were all told that schools, colleges, events and public gatherings were to cease for at least a fortnight, I was waking early due to the fear of the unknown. Yes this fear was about the health of those around us but most definitely it was about the effect that this time would have on our business, that thing that puts food on the table for us and our team.

I guess we are much better off than many in other sectors, whose doors were immediately closed leaving their businesses vulnerable and their teams facing an unthinkable and uncertain period when they don’t have the pay packet that feeds them and covers their high rents and mortgages.

This FEAR that had me waking, without doubt has all of these people wide awake and it is real, tangible and debilitating.

I got so angry when I read a headline today stating that a certain city manager made a statement that he wasn’t prepared to give any commercial rates break to businesses who were forced to close.

Has your pay packet been affected sir?” 

Maybe we can manage a week, maybe two, maybe three, but beyond that there are serious concerns that has everyone fearful, a debilitating fear that will be worse than any Coronavirus and one that can eat deep into your soul and your well-being if you can’t cope with it.

The only way the FEAR virus can be taken away, is if we know that none of us will be left hungry, that no one will be evicted if we can’t pay our rents and mortgages, that our credit rating won’t be affected if we can’t make loan repayments and that we will be provided for if our wells dry up.

As long as everyone in this complex money chain can be both human and realistic, and play their part during this “Pause” of normal activities then we will all be fine.

What has happened will pass, and the “Pause” will slowly change to “go” and normal activity will once again resume and we will all go back to working and bill paying as we have always done.

To their credit, our government is moving fast and seem to fully appreciate the difficulties caused by the “pause” and are putting realistic measures in place to ensure that everyone is looked after at this time.

Once we know it will be ok, we can start to sleep again and take this very unusual window of time to take stock, appreciate our friends and families, look after our communities and look forward to the day that we can step back on the treadmill of our normal lives.

Hopefully we will return to this normality with more kindness and acknowledgement of the precious lives that we enjoy and a much better appreciation for those that are vulnerable, not when it is a “pause” but all of the time.

This is a Pause, try to get some sleep.

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

 

 

 

Waiting for your “Purpose” to reveal itself

February 16, 2020

Greg Canty - Sense of Purpose

Once again you find yourself having this conversation quietly in your head.

I want to make a huge difference on this earth, I want to live a life with Real Purpose” but…..

…you have absolutely no idea what that purpose is !!

Well, instead of getting yourself all frustrated, how about channelling these thoughts and that positive intent in a very different and very achievable way.

How about choosing a number of people in your life who may be in need of help, a boost, a little support, some encouragement and quietly make them your purpose and without saying a word, give them exactly that.

Maybe it’s a family member, a buddy, a work colleague, or a neighbour who is struggling, who has gone off track for whatever reason and needs something from someone to make this time a little easier.

You can be that someone, and you might just be able to get them back on track.

While you are waiting to find your purpose how about being there for that other person so they might be better able to find theirs.

And if your “purpose” never knocks on your door, then maybe it’s not so bad as you have helped a lot of people along the way just when they needed it …. isn’t that a pretty good purpose to have?

Who are you going to help 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

 

 

What’s your #Hashtag?

October 24, 2019

Hashtag

I really enjoyed the social media strategy session that I facilitated with a client group yesterday, who have quite a complicated proposition that isn’t the easiest to explain.

A really simple, but never the less a huge question that I always ask at these sessions helped to provide the group with a moment of clarity:

What hashtag can you use in your social media posts that captures the essence of what you do and who you are?

After a quick brainstorm and a run through all of their Key Messages we managed to produce a list of suggestions and then after further discussion we narrowed this down to just one.

Next time they are asked “What they do” they can start with their hashtag!

Well…

What’s yours?

When you know what it is, start to use it so frequently to the extent that the word or phrase becomes so synonymous with your brand that when someone sees or hears it they think of you immediately.

A hashtag is a powerful device, a powerful part of your branding and a simple mechanism for delivering a big message if you decide to use 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

 

 

The gal in Girona and how we are all connected

October 10, 2019

Girona

We were standing outside the tourist office in the beautiful city of Girona in Spain and taking in the stunning old buildings while figuring out our route for the day – a walk through the city  alongside the river, a visit to two of the famous cathedrals, exploring the Jewish quarter and then a climb to the wall walk, which towers high above providing stunning views and runs for at least a mile and then maybe lunch!

While we stood figuring out the route I noticed a woman in a green and white dress with blue shoes and an unusual light green heel.

Aren’t her shoes unusual” I commented to Dee. I got a strange look!

We went about our stroll, taking in the stunning architecture of the shops that ran along the river, we explored the few bridges, popped over to Independence Square and then went to the first Cathedral.

There she was our lady with the blue and green shoes, standing ahead of us in the queue and she asked for the headset with the tour in Russian.

Her hair was tied up nicely, she wore a gold watch and some discreet jewellery.

We collected our headsets and they took us from station of interest to station of interest, each with a sequential number in your headset that told you all about that part of the church.

Our Russian friend was one stop ahead of us as we went from station to station.

At stop number 10 we were overdosing on too much historical information and we just wandered on until we completed the visit and went on our journey to the main cathedral in the city.

The location for this was stunning, at the beginning of the Jewish quarter, a huge imposing building towering over the city. We climbed the steps to the cathedral, grabbed our headsets and started the 1,2,3,4 sequence of each historic spot within. There was our Russian friend again with the unusual shoes.

Judging from the guests in our hotel many Russians seem to come here on holidays.

The fantastic hotel where we were staying near Lloret de Mar, the Santa Maria, seemed to have many while we were there including a group of women, who were definitely enjoying themselves by the pool, at the bar and at breakfast – the Cava was flowing on the one morning when a ferocious storm spent the day visiting.

After all, what else could you do?!

Was our Russian friend alone I wondered?

If I was alone, would I go visiting cathedrals or even come on a holiday like this by myself? It must be difficult for anyone who is alone I pondered.

We hit fast forward, exited the cathedral and wandered through the Jewish quarter, passing the beautiful, unusual shops, restaurants and buildings and then we made our way up, up, up to the beginning of the famous wall.

Climbing those steps was tough in the heat, when in particular en route we had to pass a few restaurants with people enjoying paella and cold drinks!

Girona

The wall towered over the city and it snaked it’s way parallel to the river on the opposite side of the city centre. We walked and walked and eventually came to the end of the wall and back where our day started near the tourist office.

With the knowledge we now had of the city we made our way to the Jewish quarter and settled on a beautiful old restaurant and sat outside to enjoy the food and the brilliant pastime of some people watching.

The menu carrying salesman at the front of the restaurant carefully moved in when anyone showed interest in the menu. All dishes were for two, and we settled on a walnut, blue cheese and apple salad for €16, which included two glasses of Cava. The dish was huge as well as being delicious and we just had to order ‘Dos copas du vino blanco‘ to complete the course!

The people watching was as enjoyable as the meal as all sorts of unusual people, young and old passed by … holidays are just great!

Our Russian friend came into my mind as I thought about the ‘meals for two menu‘ at the restaurant.

As I sat there I asked Dee “would you come to a place like this on your own”?

No sooner as the words came out of my mouth, our Russian friend with the blue shoes and the lime green heels walked by.

How is it that the second we think about someone, they appear?

I swear, there are no coincidences, we are all truly connected, even with Russian women in Girona!

There would be no need for dinner after that feast so we bought a baguette and some cheese on the way back to the car to eat later on the balcony of the hotel.

That was a good day ..

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

PRIDE and the motivation behind picking up other people’s rubbish with Tom Butler, Ballincollig Tidy Towns

September 15, 2019

Ballincollig Tidy Towns

I’m always blown away when I bump into Ballincollig Tidy Towns volunteers up early on a Sunday morning as we head to the Regional Park to walk our two dogs, Honey and Bert.

Normally it is a person working diligently by themselves with their litter picker and their black bag. I always make a point of saying “hello” to them and saying “thank you”.

I quietly ask myself the question…. “What could possibly motivate you to get up on a Sunday morning and voluntarily start picking up other people’s rubbish and tidying up our town?

Our downtime is precious, time to rest, time to do our own chores, spend time with family and friends and to enjoy our hobbies, whatever they might be. As for these people, well, how do you explain it?

I was delighted to have the chance to finally chat with Tom Butler, a friend from back in the day who has been Chairperson of Ballincollig Tidy Towns for the last 20 years and ask him this very question.

To try to understand, I asked Tom about the influences in his life, lessons learnt from his scouting days, lessons from his dad, Jim, and what drives him to do what he does each day. He explained how he got involved and the incredible difference the awards have made to towns and villages all over Ireland.

Why does Tom do what he does? – it’s simple, it’s all about Pride.

Click here to listen to the chat with Tom in the Win Happy podcast 

A huge thanks to Tom Butler and the team in Ballincollig Tidy Towns for making our place so special.

Enjoy the show!

Greg 

Greg Canty is the producer of the Win Happy podcast, which is brought to you by Fuzion Communications, a full service PR, Marketing, Graphic design and Digital Marketing agency with offices in Dublin and Cork 

 

For information about podcast production, feel free to contact Fuzion

Integrating your Digital Marketing with Traditional Media

September 3, 2019

A big shift has happened with media in the last 10 years.

I remember 10 years ago when the wheels well and truly fell off the economy, we had a thing called social media, which effectively had become a “free” (except for your time and effort of course) way to promote you and your business.

At Fuzion we were quick out of the traps offering people training on the various social media platforms and when it came to our own clients we were doing our very best to get them up and running and fully embracing this new and exciting medium.

I remember at that time when we devised marketing plans for prospects, complete with a range of different tactics to achieve their objectives, we would always have social media as one of the first tactics to discuss. After all it was free, it was new and it provided another great way to reach their target audiences but in a special and unique way demonstrating the personality of the organisation and those working there.

We discovered very quickly that we shouldn’t have social media as one of the first tactics because with many people we presented to you could visibly see the “shutters coming down” and we would lose their attention.

Quite simply they didn’t want to hear about this ‘new fangled’ thing called social media.

As usual there were a few who broke from the pack and made it work really well for them and bit by bit the word spread that social media could be great for business.

We find ourselves 10 years down the road and with many people, the whole thing with social media has flipped.

In many cases now, prospects call and their request is for Digital Marketing and they don’t want to hear anything about other forms of, let us call it ‘Traditional Marketing’ … the way it used be in the old days!!

So, where are we and where should we be on this Digital to Traditional spectrum?

While digital is great and on the face of it, very measurable, the truth is the social media platforms are overloaded with low quality content, the algorithms have squeezed the life out of “organic” (non paid for posts) and to reach your audiences you must invest in advertising, which is increasing in cost all the time.

The resulting problem that we face is that your social media post, that you have had to resort to putting budget behind now appears as a “sponsored” or “promoted” post and has effectively just become an advert of sorts.

However, social media is very powerful as it allows you demonstrate your personality in a way that other media can’t, it allows you to interact with other users and when you are advertising, it does allow you to target very precisely, depending on the type of audience you need to reach and the social media platform that you are using.

When we talk about Traditional media I am talking about PR, print and outdoor advertising, direct marketing, events, sponsorship and I even include email marketing in this boat.

All of these methods for reaching your audience can be really effective and depending on your objective they can be powerful ways of generating brand awareness or generating leads.

And we have PR sitting in the middle of all of this activity, that art and craft of getting your organisation covered positively in the media, which can be in print or online – at this stage it really doesn’t matter which, as long as you are able to reach your target audience. PR kicks in as well, where the objective might be to try to keep an organisation out of the media or to navigate it through a time where there might be a situation, which could potentially damage their reputation and business.

Trying to cope with all of this can be very difficult, so it’s very important to know your audience and figure out how you can reach them – rarely is this a silver bullet situation with one audience and one perfect method of reaching them.

For example attracting the attention of talent could be just as important to the organisation as selling goods and services to customers.

All paid for media (advertising) comes from the organisation and our savvy consumers know this and as a result may not believe the “sales pitch”.

The sales pitch becomes much more believable when there is some form of 3rd Party verification, which could be an article by a journalist or a review by a customer.

In effect, PR can be the valuable trigger in the middle that increases the return from both advertising and other forms of promotional activity, social media and other online activity, because the customer is more convinced because of this third party verification that we referred to.

So … what’s the magic formula for success?

It’s knowing your audience, figuring out how to target them, choosing that mix of Digital and Traditional tactics to reach them effectively and then carefully monitoring the results to figure out what worked and what didn’t.

While digital marketing can provide great analytics and stats, be careful that you don’t avoid traditional activity just because it’s not as easy to measure.

As a full service agency it is our role to create fully integrated campaigns with that special mix that we believe will deliver optimum results for our clients.

By carefully planning, coordinating, weaving and executing all of these elements together, we believe clients will get an exponential return on their investment. So can you !

If we can help you let us know!

The very best of luck!….

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