Posts Tagged ‘Recession in Ireland’

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Budget 2010 – The Rewind

December 10, 2009
Brian Linehan - Budget 2010

Budget 2010 - Brian Linehan

All as expected really, with the pre-press, various leaks etc all preparing everyone for what pretty much happened.

Happy? – I guess being selfish about it we all examine how it affects us personally and on this occasion there were no direct hits to the ship! If we drink more than we use diesel then we are making money! That was a strange one that seemed to catch everyone by surprise.

Whichever way you look at it a lot of money will be taken from circulation, which will effect everyone both as private individuals and those in business. This has affected pretty much all of us this year already – I wonder in real terms how much less money was in circulation this year than before? It must be a huge figure.

The real budget headline for me was one of ‘Rewind’, the Government trying to take back what it probably gave away too easily in better times. It always amazes me how easy it is to get used to extra money, you seem to automatically adjust your lifestyle and mostly to the extent that you have a ‘new level’ of necessities.

Try taking it back after! Different story altogether.

So whether we think the public service or those on welfare are overpaid or not, this is real people we are talking about who are all waking up this morning contemplating significant financial adjustments. The unions will no doubt huff and puff and end up blowing nothing down, just raise a level of anger and frustration with a lot of people. At the end of the day it will be real people who will be really affected, some worse than others.

Today spare a thought for those who do not have a cushion of excess income and can comfortably take an income hit and as a result will be under serious pressure. Try to forget about all the public v private sector stuff, it does none of us any good, these are all our neighbours.

Rewinding is much tougher than fast forwarding.

Greg Canty is a partner of Fuzion Communications

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It will get better when we stop saying it will get worse.

November 30, 2009

Brian Cowen - Fianna Fail

Getting Better

It will get worse before it gets better!

What was he thinking when he said this?

I am talking about Brian Cowen of course, the leader of our government, the leader of our country.   I consider myself to be one of the very lucky ones in the last week with the floods. Except for a leaky roof in our office and a lack of running water, no floods and pretty much business as usual.

It is difficult to empathise with people who have had their houses flooded and their livelihoods effectively ended or at least seriously threatened due to the floods. What is it like to be exhausted after days of battling with flood water, struggling with no water to drink or wash, trying to clean up and rescue what you can from the debris? I can only imagine.

In that position I imagine I want to hear things like: “Don’t worry, you will be looked after”, “We will have it all sorted really soon”, not “It will get worse before it gets better” – that must make your hole seem ever deeper. Hope or despair?

Come on Brian, have some cop on will you? Bring people hope not despair. Besides managing how about leading for a change?

You made the same comments after the last budget – why do you think most of the country is half petrified about the economy and their livelihoods. Confidence and positivity will bring optimism, will loosen the purse strings and assist recovery not “It will get worse before it gets better”

It will only get better when we stop talking about it getting worse..

Greg Canty is a partner of Fuzion Communications, Dublin & Cork

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A Merry Irish Christmas and a Happy New Year?

November 21, 2009

Bah humbug – we have just seen the NAMA legislation passed by the Dail and we are about to face a round of public sector one day strikes with the government and the unions both posturing in a serious game of who has more bottle for a battle as we nervously approach the second Budget day this year. Who knows where all of this will lead and how it will affect us? For the most part we are quite helpless with little enough ability to influence anything. Are you as fed up with all of this as I am?

The one thing that we can be sure of is that Christmas is around the corner and as with every other year since we can remember we will all be stretching our budgets on presents for loved ones and friends and even gifts for our customers and staff who will have looked after us during the year. As always we will indulge in extra treats for ourselves and for our home between food and decorations… Merry Christmas, we deserve it!

How can we take this opportunity to take some small element of control of our circumstances and positively influence the economic environment around us and help not only to make it a Merry Christmas but also a Happy New Year?

My simple challenge is that we all consciously influence that spend on our Christmas budgets will be on Irish products and Irish services as much as possible. Without a doubt there will be less spent this year compared to last year but at least if we consciously Spend Irish, the money will stay in circulation in Ireland with more money in the country coffers come January, which will help kick off 2010 in a really positive way.

Ok, this may sound very noble and patriotic but when it boils down to it are we really going to be able to do it? .. I think so.

Let’s have a look at the typical shopping list:

– Books: Irish books by Irish authors by Irish publishers – make the effort to specifically choose Irish where possible. There are some fabulous books available
– Music & DVD’s: given a choice can we vote for the Irish artist, comedian, movie?
– Vouchers: can we opt for the restaurant, spa treatment or weekend break instead of an alternative?
– Turkey & Ham: make sure these are from Irish suppliers, that should be easy
– Other foodstuffs, relishes etc: Irish all the way, there is plenty of terrific choice
– Booze: which brands are produced in Ireland? – can we substitute our favourite for an Irish alternative? Cork Dry Gin isn’t a bad substitute for Bombay!

This list can go on forever but if we consciously make it our business to choose for the option that keeps money in Irish circulation then, that is better for our economy, for jobs and ultimately for us.

And how about thank you gifts for customers and staff?

If you are in a position to allocate budget for Christmas gifts then consciously choose gifts that are Irish, Irish food and beverages, Irish vouchers, Irish books, Irish Christmas cards and so on. Without too much effort we should be able to easily steer all our precious Euros towards Irish products and services. Many of the hamper suppliers specialise in Irish products.

Where it just isn’t possible to choose an Irish alternative (Transformers and Hannah Montana and nothing else will do!) you will at least help the cause if you carefully choose how and where you purchase these products. You can help keep more money in the country by supporting our retailers or if you shop on the web try to keep the business for the Irish providers.

The retailers and Irish web retailers can also play a huge part in all of this with their choices about the products that they decide to stock this Christmas and how these are displayed and promoted. Purchasing behaviour can be significantly influenced by the retail space the products are given, by products featured in window displays and adverts and by the products featured on the home pages of the websites. Suppliers and retailers should proactively work together to ensure that Irish products are given a fair crack of the whip or even a significant advantage. How bad? – We will all benefit.

Recession or no recession, a huge amount of money will be spent between now and Christmas
…so when you are making your list this Christmas, try to check it twice and where possible decide to keep as much as possible of that money in Ireland, have a Merry Christmas and help to make it a Happy New Year!

 

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Dare to be Different

July 3, 2009
Cystic Fibrosis - Irish War Crimes Campaign

Cystic Fibrosis – Irish War Crimes Campaign

Dare to Be Different?

I picked up on an expression lately that I found was really interesting: “Sheepwalking”, referring basically to our general tendency to follow the norm, doing what everyone else is doing and I guess basically conforming to a general expectation or code of practice or behaviour.

We apply this to everything we do in our lives from the anguish of “What will everyone else be wearing?” to “I really have an opinion but I dare not say anything”.

There is a risk of embarrassment and feeling a little self conscious when you go that little bit out of the way but the person that is generally remembered will probably be the one who dared to be different.

When it comes to your business the same logic applies and you could argue that in the present climate it would be very risky to do anything that it is a little different. “Keep the head down”; “do what we always do”; “play it safe”. Sounds familiar? We are conditioned to obey the rules, stay within the lines of the conventional way of doing things and stay within the normal boundaries and expectations.

Now let’s turn the argument on its head and explore the dark side!

In the current economic climate, or in fact anytime for that matter: ‘Is it a bigger risk not to be different’?

Unless your business is one of few exceptions, you are feeling the effects of the recession and every day you are constantly making tough decisions; cutting back on staff, reducing wages, cutting back on marketing activities, supplying customers whose payments have slowed up, dropping prices, selling or even liquidating the business. We are all caught in this storm and are boxing our way through it in ways that are probably new to most of us.

Is it a time for playing it safe or should you dare to be different?
• Cut back or proactively look for the unique opportunities?
• Pull back or start marketing creatively?
• Pay it safe or Dare to be Different?

There are no right or wrong answers to these questions but if it is right for your business to be proactive, it is clear you need to get maximum return for your activities and your investment.

Daring to be Different will get you noticed and will bring you the greatest return for your investment and change how the marketplace views your business.

What do we mean exactly by ‘Daring to be Different’?

Tick the Box and the Wild Card?

“Ticking the Box” is doing the normal thing for every situation: the typical advertisement, the typical sale, the typical window display, the typical mail shot, the typical response to a query, the typical company policy, the typical special offer, the typical business card, the typical sales presentation, the typical advice, the typical packaging, the list goes on..

“The Wild Card” is pushing out the boundaries and exploring some ideas that were never tried before in all these situations and considering them. Some of these you will throw out as being too costly, impossible to execute and totally impractical, but some might actually stay in the mix and merit further consideration.

Eventually you will land on a wild card ‘type’ idea that is feasible but will make you feel uncomfortable because it is not the norm and after all what will people think? What will my boss think? What will my customers think? What will my potential customers think?

The idea will be debated in the business and some will totally disagree and feel it is the wrong thing to do. Democracy probably won’t help you here unfortunately – Daring to be Different will involve someone being forceful and putting their opinion and conviction on the line. When you are in this ‘uncomfortable’ territory you have entered the ‘Dare to be Different’ zone.

Go for it? – This is a really tough one and you have to have a good look in your business mirror and decide what type of organisation and culture do you have.

The answer depends on a few simple criteria:
1. Make sure everyone is on board with the objective – at least agree on this much!
2. Ensure the business is capable of executing the idea properly
3. Does the culture support those with the conviction of their beliefs? There is no place for ‘the sitting on the fence brigade’ rehearsing patiently for the moment that they can recite a chorus of ‘I told you so’.

What if it does not work? – The worst that will probably happen is that you will get noticed and you move on and try the next thing. At least you tried and were positive – This is a good thing.

Let’s try a little experiment to test the ‘Dare to be Different’ argument by answering a few questions?

• What adverts can you remember having read through the newspaper today?
• What adverts can you remember on the TV and Radio from this morning or last night?
• What special offer that came through your letter box did you actually read instead of filing in the waste paper bin?
• Which bank would you consider switching to because they are doing something or anything different to the others?
• Which window display made you stop and consider going into the shop?
• What rep made a presentation to you that really impressed you by the level of preparation?
• What customer rang you and was really honest about being in difficulty instead of ducking and diving your calls? (Might you go the extra mile to help him out or call in the 7 day letter crew?)
• Which business card did you actually notice?
• Which politician really stood out in the local elections?
• What brochure did you actually stop and read?
• What event did you attend and you still talk about it?
• What product feature made you consider a product above another one?
• What have you seen or heard lately that made you laugh, smile, angry or talk about after and debate?

Whichever way you decide to go ‘Daring to Be Different’ is something to really consider for your business.

Do you have a culture that will support it? If not forget about it. However if you do, then you should strongly consider going for it. It may feel uncomfortable at first, but it will get you and your business noticed, something we all need right now.

Do you Dare to be Different?

Greg Canty

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

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