Posts Tagged ‘PR’

The ‘Always Great’ boat

October 11, 2017

Always Great

Things are definitely much better than they were but something has also switched with everyone’s moods…

People are bouncing again – can you feel it?

Business seems to be coming in a little easier, moods have lifted, budgets have opened up and people are committing to Positive Costs and positive activities once again.

It’s not so long ago that we were fearful of asking people how business was going – it was one bad story after the next. Now they are starting to whistle!

We might begin to feel that we are better business people than we were a few years ago – we might feel this because the tills are ringing more than before. It feels good, it feels damn good, and therefore we must really be great at what we do as the results are there for all to see – isn’t this true?

But ….we need to be very careful and guard against even the tiniest signs of complacency.

We should most definitely enjoy this time but just as importantly, we need to stay objective and keep delivering our “A” game, even when it feels like our “B” or even our ”C” game might suffice.

When times were tough we had to deliver above and beyond to just survive – now it is just as important that we keep doing this, even when it may not seem as necessary.

There is a very welcome rising tide that is lifting all of our boats – Make sure your boat is called ‘Always Great‘ and that everyone on board knows exactly what this means.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

Podcasts and Super Powers

September 3, 2017

Super Powers

I was just after dropping my brother Colin and his family at Shannon Airport for their early flight back to the States.

I wasn’t quite in the mood for music as I faced that awful Limerick to Cork road so I searched some Podcasts that I had downloaded to pass the horrible journey.

First up was an interview with a former news anchor who has since specialised in Digital Marketing – I fully agree with the core theme of the conversation, which was all about discovering the passion behind the people and showing some personality and even a little vulnerability through genuine social media updates and storytelling via blogs.

The second podcast that took me all the way to my front door was an interview with a guy who worked as Head of Creative in an advertising agency.

The interviewer used a series of clever ‘quick fire’ questions to get to know this guy a little better and he asked a fantastic one, which I thought was really simple but also thought provoking and quite brilliant.

What is your work Super Power?” he asked this clearly successful Creative Director.

The answer he gave was one that I wasn’t expecting: “Resilience” he answered.

The interviewee went on to explain that in his career he received many knocks and push backs but he used all of these as ‘fuel’ to try harder and prove others wrong.

He also explained that in the course of his business he had lost many pitches to prospective clients – once again these just made him more determined to succeed next time.

He reckoned this try and try again  ‘Super Power‘ was his greatest asset that had led to career success.

Having someone on your team that is very resilient is definitely a huge advantage.

He also mentioned another ‘Super Power‘ which was his ability to survive on very little sleep, which he reckoned was also a big plus in the advertising industry!

The very unusual thing about these ‘Super Powers’ is that while they are clearly valuable they are things that you would never see listed in someone’s bio in a pitch document or on your website.

I really found this question to be a powerful one – as we are in the middle of updating the bios for our team I was struggling a little with descriptions that in some cases just weren’t capturing some of the special and most valuable attributes that our crew possess. I’m going to add a ‘Super Power’ description for everyone!

So…the valuable lessons that I learnt at 7am on a crappy Sunday morning – listen to Podcasts that might help you to learn something new and try to capture the ‘Super Powers’ of your team!

What is your Super Power?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

 

 

Simple Courtesies and your Reputation

August 8, 2017

thank youMany thanks Greg,

Thank you for your time today and for all of this information. I’ll discuss with a colleague early next week and will be back in touch afterwards.

Warm regards,

 

You are so nice and you must work for a great place I thought …

This was an email I received today from a prospect I had chatted to on the phone – after our chat I put a brief proposal together and emailed it to her.

You might think there was nothing special about her email that warranted me feeling so positive about it?

I did spend time assessing what their business needed and giving her advice and I did spend time working on a proposal – surely, this warranted some acknowledgement?

Of course it did!

Unfortunately, I find this basic level of courtesy has disappeared from business. In extreme cases we have met a client, spent a lot of time with them to get a firm grasp of their requirements, spent the best part of a day writing a plan, spent a few hours presenting to them and then….nothing.

It drives me bonkers – reply to my email, return a phone call. If you don’t want to want to work with us for whatever reason, that’s fine, but at least respect the amount of time, enthusiasm and work that we have done by replying and being courteous.

This speaks volumes about you and your organisation and it can be turned really easily with a tiny “thank you, we appreciated the effort but…

Your reputation can often be about the small things as much as the big things!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

 

 

Making sure that ‘Great Taste’ is never lost

August 3, 2017

The Great Taste awards, described as the ‘Oscars’ of the food world are organised by the Guild of Fine Food.

They are the acknowledged benchmark for fine food and drink, and when a consumer sees the Great Taste logo on an item it is a sign that they will be buying a great tasting product.

This year (2017) Food and drink producers entered 12,300 products with 4,347 earning 3, 2 and 1 star ratings of which 444 originated from Ireland.

Overall just 165 products earned a 3 Star rating and 1,011 a 2 star rating with Irish products well represented in both of these categories.

PatWhelan, james Whelan Butchers - Great Taste Awards

The Golden Forks (the big winners) will be announced at a celebration dinner at the International Park Lane Hotel, London on the 4 September.

Great Taste, values taste above all else, with no regard for branding or packaging. Whether it is gin, biscuits, sausages or coffee being judged, all products are removed from their packaging, wrapper, jar, box or bottle before being tasted. Furthermore the judges have no idea the price that these products normally retail at.

It’s all about the taste!

The judges then savour, confer and re-taste to decide which products are worthy of a 1, 2, or 3 star award.

As you can imagine the judging panel is very illustrious and this year it included; chef, food writer and author, Gill Meller, MasterChef judge and restaurant critic, Charles Campion, author and Zoe’s Ghana Kitchen chef, Zoe Adjonyoh, baker, Tom Herbert, and food writer and baking columnist, Martha Collison, as well as food buyers from Fortnum & Mason, Selfridges, and Harvey Nichols.

These esteemed palates have together tasted and re-judged the 3-star winners and will finally agree on the 2017 Top 50 Foods, which will be announced in August, with the Golden Fork Trophy winners and the Great Taste 2017 Supreme Champion unveiled on the 4th September.

Just Taste!

Judging the food and drink products on their taste seems very fair and as you would expect – the packaging and branding is removed so that the judges are able to experience the products in their pure, true state, without any interference or bias.

Sunnes Stores - Sticky Toffee Pudding

When do we ever, truly taste anything?

The minute that award winning cake goes into a wrapper, it changes the taste for the consumer.

  • Once we see the packaging, the colours, the type of paper and the visuals, it changes the taste.
  • Once we see the brand name, it changes the taste.
  • Once we read where the product is made and we see the ingredients, it changes the taste.
  • Once the product is placed in a retail outlet, it changes the taste.
  • Once we see where it is placed in the store, it changes the taste.
  • Once we see some POS and the product displayed on a promotional stand, it changes the taste.
  • Once a price is put on the product, it changes the taste.
  • When the product is on special offer, it changes the taste.
  • When a well dressed sampling person invites you to taste a thumbnail of the product, it changes the taste.
  • When we see that the brand is endorsed by a well known personality, it changes the taste.
  • When we see adverts for the product in a newspaper, it changes the taste.
  • When we see adverts for the product in a glossy magazine, it changes the taste
  • When a respected food journalist tells you the product is superb, it changes the taste.
  • When we open the pack at home and we are in a great mood, it changes the taste.

Today’s consumer is influenced by everything they see, hear and taste. We are also influenced by a lifetime of experiences, good and bad, by our peers and we all carry with us a lorry load of biases.

With great products our job and the job of everyone else in the chain that brings the product to the consumer, is to make sure that person can actually ‘taste’ the product.

The Great Taste Awards and that big round logo that you will see on products will also help!

Congratulations to two of our clients, James Whelan Butchers and Simply Better by Dunnes Stores who scooped up Great Taste Awards, once again this year.

James Whelan Butchers are Great Taste 3-star winners with their Pork Lard, a natural and clear lard made from slowly rendered back fat, with a “fabulous long lasting and clean pork flavour” – it’s all about taste!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

Some eggs are gold

July 11, 2017

Golden opportunity

Do you serve any eggs?” my buddy asked

Were they even serving food I wondered at this stage? It was 3:30 in the afternoon but he was starving and needed something before he hopped in the car to drive to Dublin.

I had recommended the place so I hoped he would be looked after.

The waitress in the bar/restaurant assured us that the kitchen was still open and handed us the menu.

We can’t do eggs, you can only order from the menu” she explained.

Oh no I thought – here was a golden opportunity for the outlet to shine, go on grab it.

My buddy glanced through the menu and I reckon for dietary reasons he didn’t want to order anything that was on offer.

I suggested that he ordered a steak sandwich – he didn’t want the fries that came with it so he asked could he get the steak sandwich with an egg?

No sorry, you can only order what’s on the menu” she emphasised again.

Hmmm, the place was really quiet. There was a chef on duty – how difficult could it be to put on an egg to go with the steak?

It was clear that there was no flexibility so the steak sandwich was ordered. It duly arrived with the chips that he didn’t want, which he pushed towards me to eat – they were really tasty and he scoffed down his steak sambo.

What was so difficult about doing an egg?

– were there no eggs in the kitchen?
– is the chef only able to make what’s on the menu?
– is there no button on the till to handle a deviation from the menu?
– was any deviation just too much for the staff to handle?
– could the team that were working that day just not care
– was there a fear that if you actually gave the customer what they wanted, they could be asking for anything next??!!

Whatever the motivation for the lack of flexibility the result was really poor for the outlet.

My buddy won’t be back there and while I like the place I won’t be back there in a hurry either as my recommendation left me a little red faced.

A simple egg and the outlet would have had two happy customers.

That was a very costly egg…

Are you rigid with your product and service offering to the extent that it is costing you customers?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

Happy New 172!

July 2, 2017

Mad Men new car, Cadillac

So it’s the beginning of Part Two of 2017.

Maybe, like the car registration system we can now have two starts to the year?

If you think about it the idea of breaking the year into two parts was a really clever one. In previous years there was a huge buzz about the start of the year.

We all wanted a new car but once you had gone past April you probably started to think that it may be worth waiting until the next year as ’17’ was starting to age a little – you definitely did not want to buy something in the latter part of the year.

How about we make it ‘171’ and ‘172’ and get two bites of the cherry?

Great thinking by the motoring sector!

Maybe you can start the second part of your year with all of the buzz, vigour and great intentions that you had on your first day back at work this year?

So, what are you going to do with your ‘172’ ?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

Doubters to Believers

June 28, 2017

Jurgen Klopp - Doubters and Believers

When Jurgen Klopp took over as manager of Liverpool FC in October 2015 he made a huge statement to the worldwide fan base through the media with a simple message:

We have to change from doubters to believers

Jurgen is clever, he quickly picked up on the mood at this famous, previously successful club and he knew that very often it is strangled by the quick loss of faith by the fans if something doesn’t go the team’s way on the pitch during a game.

The fans groan “same old story“, “we’ll throw this one away“, “that fella’s useless” ..when that negativity creeps in it spreads like a virus and before you know it everyone is a doubter.

Fans stop cheering, fans leave early, players get nervous, they choke, fans stop attending, the team starts losing, corporates stop entertaining clients at games, sponsors move on, the best players at the club want to leave and others don’t want to come to the club, success gets further and further away.

Jurgen understood this and from the beginning he sent messages to fans in his press conferences, in the match programmes and during the games he encourages them (by gesturing frantically!) to support and scolds them for not doing so – at a match that wasn’t going according to plan at the very beginning of his reign he scolded the fans who left early in his post message press conference – you can play your vital part in the success of this team.

We are all like Jurgen with the teams that work with us, with our customers (or clients if we are being posh) with those who we would like to be customers and all other stakeholders.

We have to change them from Doubters to Believers.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

 

Are you one of them yet?

June 5, 2017

Us and Them

I met a good friend of mine who has just started a new job and has swapped from the private sector to the public sector.

The particular job he has taken is with an organisation that is renowned as being very political, slow-moving and cautious. As an added bonus the organisation is known to have some “dangerous” ultra political characters within in that have burnt many an enthusiastic person who dared to try something new that might upset the status quo.

We met before he started his new role and while the challenge was clearly exciting, there was huge opportunity to really make a difference but he was also very realistic about the difficulties the culture could pose for him.

We had great fun chatting about “them”, how he would fit in with them, how frustrated he would become with them, who would try to manipulate him and who would genuinely befriend him and act as a valuable ally.

We made a pact that he would text or call whenever he has the “I want to run away” moments and a coffee or a pint after work might be useful medication in those circumstances.

I’m sure that he will survive because he has many gears and is flexible enough to make it work but I am also sure that if he stays the course, there will come a point when “them” becomes “us”.

The most valuable time for him and the organisation is right now and the time in between the “them” and the “us” when he has clear eyes, a fresh perspective and he can bring huge value to his new role.

Eventually, we all become “them” and that special perspective is gone forever!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

Writing cheques to make yourself look bad

May 14, 2017

James Bond Museum

I was doing a review of the marketing activities with a new home improvement client a few years back.

In the previous year, they had spent €15,000 on Google Adwords in the UK bringing the right search traffic to the website of their UK operation.

They weren’t convinced about how successful this investment was and they asked me to review the campaign.

The lack of success was simple to figure out because the €15,000 was being used to drive traffic to their website, which was outdated and made them look like an old fashioned, backwards operation. You could easily understand how this traffic was not converting because, like me, I am fairly sure that the people who looked at the website were not inclined to do business.

Not only were they wasting money but they were damaging their brand – an important and very simple SEO tip is to make sure you have a website that makes people want to do business with you!

My simple recommendation to them was to stop the campaign immediately, upgrade the website and then, and only then, start up the Google campaign again.

I was told that there was no budget for a new website and instead they decided to increase their Google Adwords budget in the hope that bringing, even more traffic would somehow improve the results they were getting from the previous campaign.

Whether it is..

– Advertising when your store is a mess
– Putting a cheap sign over your premises
– Paying for an advert and not designing it properly
– Getting cheap business cards
– Bringing traffic to an outdated website

..the message is always the same.

Never, ever, write a cheque to make yourself look bad.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

The Magic of PR

April 6, 2017

PR Magic

Advertising is a way of promoting your business but it is you saying that “we are great, buy from us“.

PR is a way of promoting your business and it is more effective because it is someone else, a trusted third party saying “they are great, buy from them

Your PR makes your advertising more effective as now people believe what you are saying

Social media (when you do it right!) is a way of you promoting your business by interacting, engaging and gently saying “stop by, you might like what we have to offer

Your PR makes your social media more effective as now people believe it is worth stopping by and seeing what you have to offer.

Do all three and you have a powerful combination with PR the little piece of magic in the middle.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland