January 25, 2012
General Marketing
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We were invited to an open unconference to build a community driven solution to turn Northern Ireland into a start-up powerhouse.
Unfortunately, we can’t attend but thought the next best thing was to tell our friends and followers about it (just incase you didn’t see it before this).
The email caught our attention and it read something like this:
NISP CONNECT, in association with BizCamp want to hear your ideas on the key initiative that could dramatically improve the success rate of science and tech entrepreneurs in Northern Ireland.
What has slowed Northern Ireland’s success until now?
This is your chance to say.
We seek input from Northern Ireland’s entrepreneurial community on:
Funding
- Skills
- Market access & sales
- Turning a public sector culture to private
- Industry academia collaboration
- Industry clusters and communication
IdeaFest will allow you to put forward your thoughts on where Northern Ireland should be in the next 20 years in a multi-room discussion. Experts on each topic will be invited to take part and present our conclusions.
When: Friday, 3rd February 2012
Time: 2.30pm - 5.30pm
Where: The Northern Ireland Science Park, Pump-House & Visitor Centre
Who are the theme leaders:
Tim Brundle, University of Ulster
Philip Stanfield, SLA
Ben Bland, Social Media and Digital Strategy Consultant
Brian McKimm, Director at Feranna Investments
Contact: Meagan Blanton, Northern Ireland Science Park
Tel: 028 9073 7806
November 8, 2011
Drogheda, General Marketing, Retail
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Our MD, Denise Fay posted this blog about the Local Heroes - A Town Fights Back earlier on Working Words by Denise Fay but we thought it was very much a marketing post.
Rebranding a Town….Local Heroes Style
A company’s brand is more than a logo. It’s a story; it’s a process that enables you to stand out from your competition and influence choice.
As a marketer, I firmly believe that branding is incredibly important. It is visualised as a logo but is more than that. It signifies what is unique about your business; it shows the ethos or vision of your company.
Often times a company needs to rebrand. Sometimes it’s to re-engage with the market; other times it’s to shed a negative image. But the goal of rebranding is to develop a new position in the mind of competitors, customers and it’s publics.
Rebranding involves changing the marketing strategy, the logo, the adverts, the branding strategy and maybe even the name.
It is all about communicating a new message for a company.
Rebranding a town
The same logic of branding and rebranding can apply to a town. Drogheda was selected by RTE as town in crisis. RTE created a new programme called ‘Local Heroes, A Town Fights Back’ and chose Drogheda as the town to help.
As part of the RTE public service remit, they asked a number of production companies to come with concepts that could help turn a community suffering the brunt of the recession. Animo productions won the tender and Local Heroes project was born.
One of the key projects to Drogheda’s rejuvenating project was the creation of a brand. Internationally renowned branding consultant Noel Toolan and a team of local designers and creative consultants developed a brand strategy, which is typified in a stunning new logo.
The rebranding is aimed at placing Drogheda back on the Irish tourism map. Quite rightly as Drogheda is rich in heritage, history and culture.
As I said earlier, branding is all about a story. It brings together the story of a town (in this case!). The symbol consists of elements suggesting the three pillars of Boyneside, Heritage and History and Live Culture.
Here is the logo:
A few things to note:
- The overall shape of the symbol is a uppercase ‘D’. It also forms the shape of a boat showing the sail and mast.
- The 8 pointed star is a link to Drogheda’s heritiage. The town’s oldest symbol is the Star & Cresent
- The water splash represents our relationship with the river. It is also suggestive of the arts
- The spiral represents our links to Newgrange and the Boyne Valley.
If you’re town needs rejuvenating or rebranding, here are a few steps to take:
1. Get outside help
While your locals and residents know about the beauty of your town, sometimes you need someone to come in and state it to you. The sense of pride that you have is doubled, trebled when an expert comes in and agrees with you - and suggests some improvements.
2. Get the townsfolk behind you
You need to get as many of the residents - families, business owners, school going children, community representatives, politicians - together and get them talking. I went to the ‘Ideas Summit’ that we had and I saw people turned away because the room was full to capacity. That’s a great sign (and yes, the people turned away were talked to and their contact details were captured).
3. Set up a central location
You need a physical (and virtual) place that people can visit - to pick up information, to contribute help to and talk to the organisers. A place in the centre of your town shows commitment to the general public but also acts as a hub of activity.
4. Create a brand
As mentioned above, branding is more than a logo. It’s a story - it sets you apart. Engage a branding team who will work with locals for research and designers to create the visuals. In Drogheda, we are very lucky to have fantastic designers and creatives - but so many other towns do too. Get them all together, get them to brainstorm ideas, colours, designs. It might be a busy time with so much creativity but you’re guaranteed to get the best brand created.
5. Create supporting documentation
As a marketer and copywriter, I firmly believe in creating engaging documentation. Create documentation - tourism brochures, posters, flyers, retail maps, local magazines - all with the new logo. Use positive words that engage and keep the buzz of the brand and town.
6. Organise events
In every town, there is a key group of people involved. Then there are people who are less involved but every bit as committed (just without the time element involved). Then there are people who are somewhat aware of the new initiative and then there are people who are completely unaware of what’s going on. By having different events around town as part of the rebranding, you make more people aware of what is going on. The more people who can get engaged, the better.
7. Build upon the successes
In Drogheda, there have been many activities - the Halloween festival, the re-emergence of the Bonanza festival, the new brand, the tourism documentation. It’s time to build on all that success and celebrate the success of getting so much done in such a short time. Likewise, with your town, embrace the successes and celebrate them. Sometimes things get done and it’s great but to truly celebrate them, you need to stand back and pat yourself on the back.
8. Acknowledge mistakes
In everything that everyone does, mistakes happen. So the same thing will happen with rejuvenating a town. With so many people involved, you don’t want to hold onto negativity. The blame game is never good. So acknowledge it, assign no blame, learn from it and move on.
9. Communicate, communicate, communicate
At the heart of every good relationship is communication. It is key that you communicate with everyone involved - use social media, use email, use the local media - but just keep communicating. Tell people what’s going on, inform them of what has happened and keep sharing the events or activities that is a direct result of the rejuvenation.
As I walked across West Street (the main thorough-fare in Drogheda) yesterday, a wave of pride swept over me. Many of the once vacant shops now have tenants. A new coffee shop, a new sweet shop, a newsagent, a flower shop, a facial skincare shop, a polish shop have all opened in the last few weeks and it’s a delight to see.
It’s Drogheda’s time to shine…and it’s sparkling beautifully.
July 21, 2011
General Marketing
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The blogging series, 31 days to write better copy, won a coveted APEX 2011 Award for Publication Excellence.
July 21, 2011
General Marketing
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Cash is King. Long live the King.
Use the resources you have to hand to promote your business
As a marketing communications consultant, I’m out and about talking to businesses like yourself. Some are cutting back on marketing because they believe that they can’t afford it. This is alarming for two reasons. Firstly, new customers or prospects won’t find you or learn about the marvellous services that you offer. Secondly, customers who market in a recession will be in a better position on the other side of the big R.
I’m dedicating this article to every small business owner out there - because I’d like each of you to get serious about marketing your businesses & communicating with your customer base. There are many ways to get your message out there in the public domain that doesn’t cost you anything or if it does, it’s a minimum cost.
You are rich in resources. Now, more than ever, is the time to use your resources to promote your business.
7 Ways to Market your Business - Using your Internal Resources
1. Action your Clever Ideas
Everyone of you has great ideas….regularly! You know those ideas that pop into your head when you hear a radio programme, when you’re conversing with others, when you read a newspaper, those are your clever ideas. You just need to action them.
A client of mine that runs a bar recently had one of those ‘ah-ha’ moments. They spent €300 on leaflets, man power and complimentary beverages. They made at least €3,500 on the night with the potential of more as they had happy customers leave the building.
2. Get whiteboard or flipchart
A whiteboard is unlike blackboards of school days. They don’t engender fear of writing 100 lines!!! (Although maybe I’ll tell everyone to write 100 lines of the following - ‘I must keep marketing’)
Back to the subject at hand. A whiteboard is invaluable, as is a flip chart. Why? It allows brainstorming, it offers the people gathered around it the headspace to be creative. Even if there are just one or two of you - you’ll notice the difference. Most of us are visual people - we learn visually, we think visually. The whiteboard or flipchart encourages creativity. You can also use it to plan to implement your creative ideas.
3. Do some PR
If you have a good story, make use of it. Like all things in marketing, creativity (and integrity is key). Write a great headline. I will admit that it is easier said than done, but that being said, it can be done. (and you could always get a copy of the 31 days to write better copy to help you!)
Write down the main points of the story. Write down the really exciting bit about your story. That will help with creating the headline. Think What, Why, Who, Where and When when you write your press release.
Don’t forget photos. Great photos make great PR too. People will always look at photos so use them!
4. Undertake a Customer Survey
I’ve said it many times before but the information and resource that is your customer database is invaluable.
I’ve seen the fantastic results when businesses ask the following questions of their customers:
1.What are we good at?
2.How can we improve?
3.Do you know someone who you could refer us to?
I’ve done this survey several times now with myself and with clients and it has been great. Great for testimonials, great for feedback that and great for a morale boost.
Get talking to your customers if only to keep them buying from you. It’s often said employees are your best asset but your customers are. Without them, there is no business and there are no employees!
5. Get out Networking
This is a great way to get to know people. It’s time-consuming but worth it. People do business with people they know and like. The quickest way to get to know people is to meet them face to face.
There are many tips to get the most out of networking but in my experience, there is one key tip. When going to a networking event, go with a plan. Be prepared. Know what your purpose of going to the event is - whether it is to meet 5 people, whether it is to meet a person in a particular industry or whether it is purely social.
Another way to look at networking is to look at the people that you know and see what their network is. How many of you have told your family, close friends, college friends, school friends about your business, the type of clients that you’re looking for and do they know anyone that you could talk to?
If you haven’t done that - do it now. You’ll be amazed at the results.
6. Change your Website Content
If you are not getting customers or prospects through your website - change it. It’s obviously not working. Whatever your purpose of your website - be in online sales, conversions, brochureware - change it if its not working.
While on the online topic, there are many ways to promote your business online - blogging, email newsletters, twitter, linkedin, facebook, article writing, google ads, myspace, slideshare, youtube - you’re only limited by your imagination, not your budget!
7. Make Strategic Alliances
This is somewhat related to point no. 5 although each point is stand-alone. Identify people who are useful for your business and who have services that are complimentary to yours. These are ideal strategic alliance prospects.
If you’re a solo entrepreneur doing accounts, then perhaps an outsource payroll company and a book-keeping company would be ideal for you. The three companies could set up a power group that can refer business to each other.
Strategic alliances are built on trust but what a great way to get to know more people that complement your service.
Summary
1. Don’t ignore the clever ideas. Write them down and action them
2. Get creative by using visual aids
3. Get some press coverage of your great stories
4. Ask your customers for feedback
5. Use your close family and friends’ network to get more business
6 Look at your website statistics and decide whether your website is working or not for you
7 Identify providers of complimentary services and arrange a meeting
If you engage and implement ideas from these seven topics, then you are well on the way to getting more customers. It’s really as simple as that. It’s all about action.
Share here any other ideas that you have which you use to market your businesss or communicate with your customers. A rising tide raises all ships…so lets help each other.
July 26, 2010
General Marketing, copy-writing
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I received an email from my colleague, Peter Donnelly at Mustang Leadership. He sends a Thought for Friday (on a Friday obviously!). I loved it, especially as a copywriter, it is all about emotional direct response. But I also loved it for the story that it is.
Take two mins and have a read:
Saying the Same Thing Differently
A blind boy sat on the steps of a building with a hat by his feet. He held up a sign which said: “I am blind, please help.”
There were only a few coins in the hat. A man was walking by. He took a few coins from his pocket and dropped them into the hat. He then took the sign, turned it around, and wrote some words. He put the sign back so that everyone who walked by would see the new words.
Soon the hat began to fill up. A lot more people were giving money to the blind boy.
That afternoon the man who had changed the sign came to see how things were. The boy recognized his footsteps and asked, “Were you the one who changed my sign this morning?” and continued, “What did you write?’
The man said, “I only wrote the truth. I said what you said but in a different way.”
What he had written was: “Today is a beautiful day and I cannot see it.”
Do you think the first sign and the second sign were saying the same thing? Of course both signs told people the boy was blind. But the first sign simply said the boy was blind. The second sign told people they were so lucky that they were not blind. Should we be surprised that the second sign was more effective?
Moral of the Story: Be thankful for what you have. Be creative. Be innovative. Think differently and positively. When life gives you a 100 reasons to cry, show life that you have 1000 reasons to smile.
July 13, 2010
Customer Care, General Marketing
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Just a quick note to tell you about my recent trip to one of the more elite jewellers in Dublin which reminded me that your company’s representatives have a huge amount to do with your company brand.
Background: My sister bought me a lovely bracelet on my wedding day. She wanted to give me something from that traditional wedding mantra - something old, something new, something borrowed, something blue. Long story short, it was a bit big, kept dropping off me so I wanted to get a security chain on it so it would stop falling off me.
I went into the store and to put it simply, one of the store representatives looked at me, ignored me and proceeded to make a call.
Then when I finally got speaking with another member of staff, he interrupted us.
I took off my invisible coat and told the lady that was dealing with me about the store assistant that ignored me. She apologised and decisively said that she would give me the security chain with no charge.
Instead of walking out of the store, swearing I’d never use it again, I left thinking what a good representative she was.
Ask yourself honestly:
- Are your staff (whether retail or service based) promoting your business?
- Is their behaviour helping or hindering your business?
You spend a lot of time networking and marketing your business. You might as well burn the cash if your staff aren’t there backing up your brand and being consistent with your image.
To know for sure that your staff is helping your brand, revisit the following five tips:
1. Don’t make assumptions based on your customers appearance
2. Understand that every person that walks through your door is a lead
3. Reward your staff who recognise that every person who walks through the door is a lead
4. Be consistent with your image through regular customer training/support/mentoring
5. Give your staff the authority to make a decision to keep a customer happy.
What do you do to keep your staff promoting your brand?
May 20, 2010
General Marketing, copy-writing
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I signed up for the ‘100 articles in 100 days’ (#HAHD) last year but through one thing and another, I didn’t complete it. This year, I’ve decided that I’m going to complete it.
I want to get:
- Downloadable #HAHD Certificate of Achievement (frame not included)
- Original Limited-edition EzineArticles #HAHD Trophy Mug
- Limited-Edition EzineArticles #HAHD Mouse Pad
- Limited-Edition EzineArticles #HAHD Canvas Tote Bag
- Limited-Edition EzineArticles Motivational Wall Clock
It’s not the goodie bag that I want but the sense of achievement and accomplishment.
So please - can I ask for encouragement from my friends and readers?
And give me your ideas as well!
May 19, 2010
General Marketing, Marketing advice
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I’ve been very quiet for a while and you know what? I think It’s time to get back to solving marketing issues for small businesses.
But instead of me assuming what your issues are, I thought why not ask you what your issues are.
You only need to turn on the radio or open up the newspaper to be (constantly) reminded that things have changed.
So I want to know:
- What is your biggest marketing challenge or issue at the moment?
- What are you struggling with?
- What would you like to do better?
- What would you like to know more about?
There are a myriad of issues in marketing, such as:
- Getting the strategy right
- Competitive analysis
- Market research
- Pricing
- Promotion
- Customer value
- Customer retention
- Promotion
- Direct marketing/selling
- PR
- Social media
- Writing of brochures/case-studies/leaflets/etc
- Printing of brochures/etc
- Website marketing
I could go on for days - but these are just a few ideas for you to think about.
So go on - take five minutes and tell me what your biggest marketing challenge is.
April 8, 2010
General Marketing, Marketing advice, Networking, strategic marketing
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Last Wednesday, I had the opportunity to hear Veronica Canning speak at a networking event and you know what, everytime I hear her, I learn something different.
She is engaging, entertaining and enthralling. I could listen to her all day, every day. On this speaking occasion, she shared with us her Personal Brand Success Programme which is a five step model.
Shoeism - Personal Brand Success Programme
This five step model makes sense - yet many of us don’t follow it as unfortunately common sense is not so common! The five points are Veronica’s five points - the sub-information is my personal take on Veronica’s words of wisdom.
1. Act Strategically
I’m a marketing consultant so I always tell my clients to think strategically. My constant advice is that marketing should not be done on an ad-hoc basis but should always be part of an overall plan.
Veronica applies this same logic to your brand - you as your brand should act strategically. Ask yourself before you do or say anything - “Does this help my personal brand?” If not…don’t do it!
2. Make your Message Match the Messenger
Be consistent with your brand. If you are a fun, quirky person, then don’t have a corporate banal brand. You are not representing yourself in the correct way.
3. Get Out of your Own Way
This was one of my favourite points. How many times do we get in our own way? Have you ever used phrases such as:
Go on - be honest. If you say any of these (and more!), then you are in your own way. Veronica is a big believer in this. We are our own worst enemy and as successful women (and men) that has to change to move forward.
4. Benchmark against the Best
Look at who is the best in your industry and benchmark yourself against them. Ask yourself what skills or talents do they have that you don’t? What can you learn from them?
If you benchmark yourself against the best, then you will find ways in which to improve yourself. And self improvement is a constant in today’s environment.
5. Fake It until you Make It
If you don’t have an office in Dublin 2 or 4, then meet in a Dublin 2 or 4 hotel. If you’re travelling somewhere, hire a porsche or jaguar. There are ways where you can fake it without breaking you or your bank. Once you have self-belief and the right skills, then fake things before you make it. Take control of your own destiny.
Again, this is my take on Veronica’s five step model. If you want help with your personal brand, contact Veronica directly - she will do an audit of your brand and work with you on a one to one basis.
The Shoeism Book
Veronica has recently written a book called Shoeisms: Working Woman’s Guide to Take Control and Be the Sassy, Successful Woman You Know You Can Be. The world has changed and finding your role in the world as a powerful woman just got more difficult. Shoeisms will enable you to think independently and to carve out your own destiny.
I hope to bring you a review of the book later in the month but all you sassy ladies are recommended to check it out - www.shoeisms.ie
April 7, 2010
General Marketing
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If I didn’t have my Masters of Business Studies (MBS) in International Marketing from the UCD Michael Smurfit Graduate Business School, I would be filling in my application form for the Bord Bia Marketing Fellowship instead of writing this blog.
I heard about it on the radio and just had to check it out. What a great opportunity for 25 people who want to embark on or further progress a marketing and business career. It’s an intensive 12-month action learning programme which gives successful candidates the combined opportunity to gain hands-on experience working with some of Ireland’s most respected food companies and to also gain a postgraduate qualification.
Not only do you get experience and a MSc in Marketing Practice, but you’ll get to work abroad aswell. The student’s time will be spent here in Ireland and in a foreign location.
All this and it’s a fully funded programme, which means that you don’t even have to pay for it. AND you get a bursary of over just over €22,000.
To apply, you need to be a graduate with a minimum of two years work experience. Some placements will require fluency in a second language (German, French, Spanish, Italian, Russian or Chinese). As a graduate of Smufit School and the marketing department specifically, I can highly recommend working with the school.
Closing date is the 23rd April which two weeks on Friday. Tell your friends, family members, your neighbours. If you or they fit the criteria, this is a programme not to be missed.
For further information and to apply please visit www.smurfitschool.ie/bordbia
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