Fabulous positioning from Hiscox, targeting SMEs. Really slick – talks directly to the market with exactly what they want. Sure to convert well.
It basically says: we’re here. We’re a great new Apple product. You already love us. Come, buy.
Fascinating piece by Paddy Cosgrave, founder of Web Summit in Dublin, on engineering serendipity.
There’s always been a challenge for large/huge events, and it goes something like this.
Everyone wants to be at the event that everyone’s at – think GSM if you’re a mobile geek, now in its second decade – and for some, the success of the event is the numbers’ game. “How many delegates did you get?” The pull of the crowd creates good business for commercial event organisers, but many regular delegates can struggle working their way through the crowds and connecting with the right people… Read more
Imagine the scene – the client’s in the meeting, they’ve all had fabulous coffee, and very possibly great patisserie, and s/he says, “I feel like we have a voice, a personality, and I want to get that across to the people.”
And the agency creatives run off and make something with that very twenty-first century tone of voice: faux-personal, slightly too intimate, more than a little “lads down the pub”.
So it seems that Euphorium Bakery have some kind of partnership with Tesco, doing in-store baking, and this ad is to Say Hello. It’s a little bit Pret, and a… Read more
Really been getting into infographics recently. Events are about sharing information, often in realtime, as well as connections and possibilities, and there are some great infographics out there that simplify the art of communication, loving this health information one.
To professional services firms and business organisations, reputation means everything. And in the modern business world, it’s largely about the web.
Very often, clients are recommended to you either by existing clients or other contacts – in fact, it’s often your (good) reputation that helps you get new business. Or your general reputation in the marketplace (“they’re excellent at commercial developments”, “they’re the market leader in complex forensic accounting) is the final mental tick in the box to getting on the shortlist.
But what about bad reputation? Or perhaps people saying things about you that don’t fit your communications strategy?
Typically, when professional services or B2B clients ask me about social media, they’re usually saying “we should have a Facebook page, and a Twitter account, and a blog and we should have pictures of the office on Instagram and you know my wife has a Pinterest and we should like people and they should like us, and…”
Well, yes. The advent of social media has changed the way that (typically consumer) businesses interact and relate to their customers, but I’m not sure that means that your architecture practice / hedge fund / wealth manager / law firm / property company… Read more
For those who are narrative minded – great list of global literary cafés – I particularly fancy Onegin, when I’m next in NY.
Flavorwire: 10 Literary Restaurants for Book Nerds Around the World
Fascinating article on the likely future of the Blackberry platform. Time was, every senior executive I came across had a Blackberry. Now it seems to be the domain of kids addicted to BBM, and business people are moving to iPhone in droves.
What’s really interesting about this piece is how John Herman has framed the story of the failure as a story – it’s much more memorable when you think of Blackberry as a country.
Clients frequently wring their hands at me saying “I just don’t know what to do with all the LinkedIn requests I get. What’s it actually for?”
Do you connect? What does it mean? Do you have to spend a lot of time on it?
Let me help. I see keeping your LinkedIn profile accessible and up-to-date a little like painting your front door and mowing the lawn if you want to sell your house; no-one’s going to buy it just because it looks nice, but it’s much more inviting if it looks attractive.
So the right LinkedIn profile says “yes,… Read more