Posts Tagged ‘Marketing’

Friend or Foe?

January 18, 2016

Gladiator - Greg Canty

I found myself in the middle of a series of emails back and forth with a business colleague (I hate that word) who I have a really great relationship with.

There was some confusion about an issue and we clearly had a different interpretation of the ‘facts‘ and as result our explanatory emails to each other were not helping!

What I was saying to him was clarifying nothing and vice versa and as a result a little tension and frustration had crept into our communications.

You could see an edge creeping into the tone and the language both of us were using…. this was heading to a bad place. It would have taken very little at this stage to drag the tone lower and raise the tension and before you know it we both would have our swords and shields out ready to do ferocious battle.

In the blink of an eye a great and very productive and enjoyable relationship could be ruined forever.

Both of us thankfully avoided the awful trap and we picked up the phone recognising that an actual conversation was the best way to sort out the issue.

Step back, take a deep breath and make a decision to be a friend and not a foe… It’s s much better place to be.

Greg Canty 

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

Jurgen Klopp and his Ten Management Tips

December 7, 2015

Jurgen Klopp

I’m writing this a little bit depressed after a very disappointing defeat away to struggling Newcastle but in general we have seen a transformation of Liverpool FC in the last two months since Jurgen Klopp, the manager has arrived.

The players have been transformed, the same squad that we thought were lousy purchases are now looking like great players and we have had a few very impressive results of late (except for Newcastle!) and it does seem to be wholly down to the charismatic manager (the self declared Normal One) who has previously enjoyed huge success in Germany with Borussia Dortmund.

Pretty much every Liverpool fan believes that success is around the next corner, which was certainly not the case before he joined the club.

How can a manager make such a difference and can the lessons we learn from him be applied to our own businesses?

What does Jurgen do that is so special?

1.”Belief” 

The first thing he did when he joined the club was he made a declaration to the fans “We need to change from doubters to believers

He gave every fan and player something to think about – we must believe if we want to achieve, which is a simple and yet powerful statement.

He went on to say that he believed in the team at the club, which was why he joined in the first place – if you were a player listening to these words you would feel good about yourself.

Do you believe in your team?

Jurgen Klopp

2.Honesty, openness and no jargon

When he is asked a question by the media he gives a straight, honest and open answer. He talks in a simple way that we all understand and can relate to.

He tells us that football is a simple game ..he is right!

Can you be open and honest with your team?

Jurgen Klopp hugging

3.Don’t be afraid to hug!

We watch him going onto the pitch after the matches and playfully hugging the players. This seems to be a lot more than professionals doing their jobs!

Are people happier when they are treated like this?

4.Have fun

Jurgen loves to laugh, he has a huge smile and he seems to do it all of the time and it is infectious. At the press conferences the media laugh with him.

He tells the players to enjoy themselves on the pitch.

Can work be fun?

Jordan Henderson with Klopp

5.Don’t take it too seriously

Unlike Bill Shankly the legendary Liverpool manager who said football was “more important than life or death” Jurgen says it is just a game and that it should be enjoyed and not taken too seriously – you can see he lives this.

Are your team so stressed that they can’t function properly?

6.Work Hard

This is a key success factor with him. All of his teams are known for their ferocious work ethic – without hard work you won’t win.

This is totally non-negotiable with him.

Are your team prepared and motivated enough to give  you 110%?

7.Have a plan

Already he has managed a few historic victories against some of the big teams and he puts this down to hard work combined with good planning. In one of these matches he fielded a surprising team who played exceptionally and won – he explained after that he had time to plan and prepare with this group of players so there was no point using some of the bigger stars.

Are you planning carefully?

8,Things go wrong – that’s football!

He commented that with the Liverpool team he noticed that they would implode if they conceded in a match and as a result could not recover from this situation.

He has taught the team to accept that things will go wrong and that this is part and parcel of competing – just learn not to give up when it happens!

Do your team have resolve?

9.Mr Motivator

He does seem to have the gift of bringing the best out of each and every single player. He seems to know when a hug works, when a few positive mentions in press conferences will work and when helpful advice from the sideline works (he does scream and roar during the matches).

We clearly don’t see everything that goes on but the players have gone on record as to the huge difference he has made to them.

Do you feel motivating your team is important?

klopp celebrating

10.Passion

Take just one look at him when he celebrates a goal or even when he lives every kick and moment of the matches…he is incredibly passionate!

If you aren’t passionate can you expect your team to be?

What factors would you add to this list?

Greg Canty 

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

Christmas Presents

December 1, 2015

Goat for Christmas

I love the sketch (see below) with Ricky Gervais, Steve Merchant and Karl Pilkington about Christmas presents – it’s that time of the year again and the subject of corporate gifts is upon us!

I remember the first Christmas after we had entered the recession I was dropping a small hamper to a client as a ‘thank you‘ for the business during the year.

The strangest thing happened – he turned me away quite awkwardly and refused to accept the gesture of thanks “not under the circumstances” he said .. “We are in a recession“.

To me I wanted to simply show our appreciation for the work and I felt the gesture was valid regardless of how the economy was going.

That was really the end of the Christmas business gifts as we knew them and even the sending of physical Christmas cards became an exception.

It was noticeable last year as the economy started to improve the gifts and gestures of appreciation started to slowly reappear and I tried to pay particular attention to the ones that impacted on me and the ones that had less impact.

At best the gift gesture should be an opportunity to show appreciation and even strengthen the business relationship – at worst the gesture will make no difference to you and might even make you feel like you are on a big database!

The Thoughtful Gift

This one is a beauty where the person meets you and gives you something they have really thought about, which clearly had significance to you – fantastic!

The Christmas meal

This is a powerful gesture but it is a really time consuming one. With special relationships it is invaluable – if you can break bread together in a relaxed setting then go for it.

The Homemade Gift

On this occasion the person makes something for you … It doesn’t have to be big or extravagant but it was made by them for you. This is an incredibly personal gesture and very powerful.

The Gift for all

This is the gift that you know is one of many. It is great to get a gift but always better if you know it came with special thought and effort. If this is delivered with a personalised card it works.

The Charity Donation

This is definitely a nice idea (it could even be a goat!) but it does rob you of that opportunity of giving something to your client.

The POS gift

The gift of a calendar or diary complete with their logo only works if it is something of genuine quality – if not then it is probably more about them than you .

The Christmas Card

The card alone can be powerful if the sender takes the time to personalise it with a genuine message. Some card is better than no card. Personalising is time consuming but it makes all the difference.

The ‘thank you”  message (email/text)

A personalised message (email or letter) with a genuine note of appreciation works well if there is no hint of it being generic. Written well this can be better than any card. This can even work as a text but make sure it is 100% personalised

The E-Card

The generic Christmas card sent by email was a real product of the recession – for me this is just jamming up my inbox and it has very little meaning. Some of these come with a note about Christmas opening hours, which is fine I guess.

I did notice that many of our business relationships weren’t acknowledged in any way – I don’t hold anything against any of these business partners but an opportunity was lost to say thanks and make these relationships stronger.

Christmas is that time of the year that gives you an opportunity for saying thanks and you shouldn’t waste it.

When deciding what gifts to give I wouldn’t worry too much about the monetary value, however I would go along with ‘it’s the thought that counts‘ sentiment and I would add Personalise with a capital ‘P when possible.’

If you want to show genuine appreciation then go for it!

Merry Christmas and thank you for your custom..

Greg Canty 

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

Housing is the vital first step to progress

November 30, 2015

Dublin Docklands

Before we do anything we have to focus on the housing opportunity. Nothing else will work properly without attending to this key issue first.

I attended a really interesting session hosted by the Dublin Chamber of Commerce to discuss the Draft Dublin City Development Plan. There was a big attendance by the top property companies in Dublin as well as other key stakeholders.

There was a presentation by John O’Hara, Acting City Planner of the Dublin City Council. He carefully outlined the areas around Dublin that have been specifically earmarked for development.

The big message from his presentation is that there is a huge demand for residential accommodation and the challenge for the city is to deliver this with the limited space that is available as quick as possible.

There is also big demand for quality office space – however without places for people to live extra offices will only cause problems.

Dublin City Plan image

John Moran, Managing Director of Jones Lane LaSalle (JLL) presented their medium term outlook on the property market in Dublin.

The highlights of this presentation were big demand for office and residential property matched with insufficient supply and a rising hotel market with 85% occupancy, one of the highest in Europe. Being practical about it (and it will be very unpopular to say) maybe its a good thing that the Web Summit will be in Portugal next year? – we won’t have the hotel capacity otherwise!

Quite tellingly we heard about two FDI projects that Dublin lost to overseas locations due to lack of sufficient office space. While this was a loss (the people in the audience were concerned when we heard this) would we have been able to provide accommodation to the workers needed in these companies ?

He also spoke about rising rents putting pressure on employees. This is simple – the employee looks for a raise because their rent has been increased by €200 per month – their problem becomes the employers problem and this wage increase (its takes a lot more than €200 to put an extra €200 in a persons pay packet) will be passed onto the customer and before you know it we are uncompetitive all over again.

How did we get back to this place so quickly?

Brendan Foster of Grant Thornton took us through a very interesting case study for a proposed National Concert Hall Quarter, which would deliver considerable much needed city centre office and residential space.

Crwods

A few things struck me about the session:

Are we not talking?

I was really surprised at the discussion in the room – it struck me that these vested interests had to be brought together by the Chamber for these important conversations to take place. Surely these vital conversations should be happening for more than just 60 minutes? This is very worrying – joined up thinking is required to tackle such a huge issue and a Draft Development Plan for our capital should have much bigger input.

Business first

We all tend to think first about business, attracting more of it, making sure that quality office space is available – both for the big multinationals and the smaller indigenous start ups and service providers.

I could feel the frustration in the room when John O’Hara spent so much time talking about accommodation – we wanted to talk about business, BUT…

Housing is the most important issue that we have to get right very quickly – without this nothing else will happen!

It is clear that Dublin is seriously ‘overcooked‘ and there are serious issues with the supply of social housing, private and accommodation for rental.

If we don’t first sort out the housing challenge quickly in Dublin we should forget about attracting foreign direct investment and encouraging indigenous growth (I hate making that statement) in the city as it will cause further overheating, which we are not able to handle.

Huge Opportunity

The housing challenge in its own right is a huge economic opportunity, which we need to do everything to grasp and facilitate as a huge priority, right now if we want to progress.

Lets start building ..

Greg Canty 

Greg Canty is a Partner of Fuzion PR, Marketing and Graphic Design, who conduct brand workshops for clients from our offices in Dublin and Cork

 

 

 

 

 

 

 

Mahatma Gandhi gives valuable advice about Branding

November 23, 2015

Mahatma-Gandhi

I read this simple piece by Mahatma Gandhi, which could easily be used to help you describe the “essence” of your brand:

Your beliefs become your thoughts…

Your thoughts become your words…

Your words become your actions…

Your actions become your values…

Your values become your destiny.

What are your beliefs?

Greg Canty 

Greg Canty is a Partner of Fuzion PR, Marketing and Graphic Design, who conduct brand workshops for clients from our offices in Dublin and Cork

 

Where are you sitting at the table?

November 9, 2015

dinner dance

Can you sit us at a good table this time?“…I could hear that familiar question being asked.

Years ago we used take a very glamorous fashion and beauty event on tour around the country – I kid you not!

We did this every six months for about four years, running over 70 events in total. We had the best Irish models, the best of fashion, superb staging and we had many sponsors who felt our event was a clever way of reaching a ‘high-end‘ female consumer.

Blossom Hill CatwalksThe event was called Catwalks and in latter years Blossom Hill sponsored it so it evolved into Blossom Hill Catwalks.

The events were complex and very hard work covering every possible thing you could think of from choosing and liaising with venues, deciding and negotiating menus, choosing models and entertainment, pitching to fashion and beauty companies, creating unique branding for each series, executing PR and advertising plans, visiting each location in advance and then selling tickets!

When all of that was done all we had to do was run the events, which was the really heavy duty, demanding and totally exhausting part of the job.

The most delicate and sensitive parts of each event were all about hierarchy!

In the exhibition area which sponsor went in each available space, which brand would start the fashion show and which ended it, and most importantly where did everyone sit?

etiquette-of-queuingThe seating plan in particular was a very emotional, highly charged one whereby you had the responsibility of deciding where approximately 300 women would sit. In every single function there are great places to sit and not-so-great places. As the organiser you need to decide where each of those women will sit, knowing that your decision will please some and displease others. “Why am I less important than than others?

This is really tricky and once you go beyond looking after the sponsors (your breadwinners) how do you choose where people who have paid exactly the same for their tickets sit?

My criteria in allocating the best seats used be sponsors first, supporters and influencers second, enthusiastic and really nice people third, prize winners last and everyone else as fair as possible in the middle. This wasn’t an exact science and there was always a group who felt a little hard done by because of where they were sitting and yes I did try to look after the nicer of these with a little extra wine!

There was always an awkward few that you knew might give you a hard time so if you weren’t in the mood for a hard time they might have ended up with a better seat – I hated doing that!

In every walk of life there is a hierarchy and where you are seated, where you are positioned in the brochure, or where your exhibition stand is situated reflects either how much you paid or shows how you are thought of.

Why was I put here?

There is no point getting upset about it …just try to understand why and only if it matters enough figure out how to move up that hierarchy.

Where are you sitting at the table?

Greg Canty 

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

 

 

Saying the right thing at the right time

October 31, 2015

Bill Shankly

Saying the right thing at the right time is a huge skill.

The team need motivating, the meeting needs cooling, a big point needs to be made, a situation needs rescuing, a group needs convincing, the proposal needs selling ..whatever the situation its important to say the right thing and deliver it in a manner that connects with your audience and has the impact you desire.

Like every other skill it is something that we learn over time and sometimes for important things we might even need a little assistance!

We will never surrender

Imagine Winston Churchill making his speech in the House of Commons on the 4th June, 1940 with a country facing war and in serious trouble and the whole population fearful:

We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be.

We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender

Winston Churchill wrote most of his own speeches but drafts went through many hands. Some of the ideas for this speech apparently came from an American newspaper editor, William Simms.

I have a dream

Imagine Dr. Martin Luther King standing in front of 250,000 civil rights supporters from the steps of the Lincoln Memorial on August 28th 1963 calling an end to racism in the United States:

Let us not wallow in the valley of despair, I say to you today, my friends.

And so even though we face the difficulties of today and tomorrow, I still have a dream. It is a dream deeply rooted in the American dream.

I have a dream that one day this nation will rise up and live out the true meaning of its creed: “We hold these truths to be self-evident, that all men are created equal

Clarence Jones wrote some of Dr. Martin Luther King’s speeches with input from his advisor Wyatt Walker and of course the finishing touches applied by Dr. King. On this occasion Walker did not want there to be any reference to “I have a dream” as he felt it had been overused already by Dr.King in previous speeches.

Apparently Dr King when he felt his prepared speech wasn’t delivering the right impact he decided to abandon his written text and use his “I have a dream” speech. It worked!

Ask not..

Imagine a 43 year old John F Kennedy addressing the crowd in his inaugural, United States Presidential speech in 1961 trying to instil some national pride in it’s citizens:

My fellow Americans, ask not what your country can do for you – ask what you can do for your country

Theodore Chaikin “Ted” Sorensen was President John F.Kennedy’s legendary speechwriter as well as his advisor and special counsel. President Kennedy once called him his “intellectual blood bank“.

Yes we can

Imagine another United States President, Barack Obama addressing a crowd in Dublin on May 23rd, 2011 when our country was battered and bruised after a number of torturous recession years with little sign of progress:

Never has a nation so small inspired so much in another. Irish signatures are on our founding documents, Irish blood was spilled on our battlefields, Irish sweat built our great cities. Our spirit is eternally refreshed by Irish stories and Irish song, our public life by the humour and heart and dedication of servants with names like Kennedy and Reagan, O’Neill and Moynihan

This little country, that inspires the biggest things, your best days are still ahead. Our greatest triumphs, in America and Ireland alike, are still to come. And Ireland, if anyone ever says otherwise, if anybody ever tells you that your problems are too big, or your challenges are too great, that we can’t do something, that we shouldn’t even try, think about all we’ve done together. Think about whatever hardships the winter may bring, spring-time’s always just around the corner.

And if they keep on arguing with you, just respond with a simple creed: Is feidir linn. Yes we can. Yes we can. Is feidir linn.”

I watched that speech in our office with the team and I felt it gave everyone in the country an important lift (as well as the Queen’s visit a few weeks previous).

Jonathan E. “Jon” Favreau  was the Director of Speechwriting for President Barack Obama who is quite adept at writing his own speeches. In  his second term in office he changed to Cody Keenan, who Obama refers to as “Hemingway”, writing in a much more grounded style than the lofty grandiose style of Favreau.

Yes we can” was the stand out element or ‘tag line’ of Obama’s famous speeches and this nearly never made it as Barack Obama thought it was too “corny” and he had to be persuaded by his wife Michelle to use it!

When it came to ‘saying the right thing‘ even all of these brilliant individuals needed help from someone..

Maybe you do too?

Greg Canty 

Greg Canty is a Partner of Fuzion PR, Marketing and Graphic Design, with 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

Giveaway budget – Yes Please!

October 10, 2015

Michael Noonan - Budget

I’m listening to the commentary and the opinions about the upcoming budget.

Already the accusations are flying that Fine Gael/Labour will be trying to ‘buy’ the next election by making this a giveaway budget – putting smiles on voters faces and all of the different vested interests is a terrible thing?

I’m reading the Irish Examiner and DKM Economic Consultants are questioning the need for the government to pump significant sums into the economy this budget.

Their chairman Brendan Dowling has stated “As market conditions improve and the recovery takes hold, one may question the need for additional fiscal expansion in the upcoming budget

The Economic and Social Research Institute (ESRI) are making the same noises: “expansionary budgets could inflate the economy“.

This bunch went even further and requested in their latest report that “the government reverse its plan for €1.5bn of spending and tax cuts“. The report author stated “the increase in the pace of economic growth reinforces the case for a neutral budget this year” and “a reduction in personal taxation is not required for growth in household consumption

Guys … you have got to be kidding me?

The stats show our economy is growing at 6% but surely this is from quite a low base. Personal consumption is starting to grow not because of a huge increase in incomes but because confidence is returning and people are not petrified of spending.

In the last few years big chunks have been taken from all of our pay packets and we deserve to start getting some of this back as things improve – we have to start enjoying the fruits of our labour once again.

Ann Cahill has written a fantastic article in the same issue about how “Workers are ‘left behind’ in Recovery” – this is a fact based article based on the Eurostat report.

Please look at the unemployment figures – we have one of the highest numbers of long term unemployed in the European Union. Take a look at the issues we have with homelessness.

Take one look at the empty shops in our villages, towns and cities and wonder why is this the case? Thankfully there is some progress here and we are starting to see new places opening but there is still a huge way to go.

I welcome with open arms any increase in spending and reductions in taxes – let it come into our pockets and let us enjoy spending it and let us carefully get back to a much better country than the one we have right now.

Giveaway budget.. Yes Please! 

Greg Canty 

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

 

Facing the Music 

October 7, 2015

Brendan Rodgers, Liverpool

Week after week I watched the pre and post-match interviews.

As a lifelong Liverpool FC fan I’ve been concerned about the team’s loss of form and I am glued to each of those interviews to see what our manager, Brendan Rodgers had to say.

I was starting to feel a lot of sympathy for him as the line of questioning was unrelenting. At each interview it was the same thing “Are you under pressure?” “Are the players under pressure?” “Is the team suffering from a loss of confidence?” “Do you have the backing of the owners?

Then of course this becomes the topic with all of the pundits, the former players and it makes for headlines in the newspapers “Rodgers under pressure“..the screw is slowly but surely being turned.

Normally the interviews used to focus on the match, the tactics, the performance of players, the injury situation but most of the recent ones were all about his job security. It became the latest episode of an ongoing soap opera.

Interview after interview he batted these questions away, not getting frustrated and insisting that he and the team were not affected but instead they were concentrating on their jobs. He recently did speak about the ‘hysteria‘ around his job by the media and he did mention a ‘group’ who wanted him out.

He did have a point – it was a little over the top.

Match after match the manager of each team must ‘face the music’ – good result or bad result he has to face the media. This must be a tough and very punishing routine when things are not going your way.

I was impressed that the Liverpool team started so impressively in the local derby match against Everton. This was a huge game for him and the team – while the match wasn’t perfect the team were very focused despite the pressure.

Once again after the match he faced the music – it was the same story.

After the same repetitive line of questioning he stated that he didn’t need to look for reassurance from the owners and he hoped he would be the manager for years to come.

This was even more cruelty – the team had just earned a good result away to Everton and this was still the big topic of the questioning!

An hour later when he got off the team bus he was summoned to the office and relieved of his duties. The pressure valve was finally released.

The club confirmed the news by simply posting a press statement on the company website.

This was clearly prepared in advance, carefully crafted and just posted on the website and more than likely issued to the media by their press office.

Ironically no one in management had to sit in front of the media and ‘face the music‘. Their statement would suffice.

Football is a very cruel sport where the players and the managers are in the full glare of the media spotlight constantly and no matter how much they are trained to handle this pressure it must eventually wear them down.

Brendan Rodgers – thank you for the incredible highs of the 2013/2014 season where you had the team playing some of the most incredible and exciting football I have ever seen.

You very nearly did it!

Greg Canty 

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