HOW DARING DOES IT PAY TO BE WITH YOUR ADVERTISING?

It’s no secret that it’s very hard to make adverts effective if they’re being broadcasted to a really wide audience, for your advertisement to be totally effective, it needs to be able to attract and maintain attention long enough for that engagement to be transferrable.

So how do you make something worth somebody’s time? How do you make your marketing more memorable than the rest?

Daring Advertising Done Right

One way to snatch the attention of your audience was demonstrated perfectly recently by City to Sea, a brand devoted to bettering the way us humans treat the environment. First seen in cinemas just last week,  it draws attention to the environmental issue of flushing non-degradable wet wipes down the toilet. Totally impolite and boldly unapologetic, the ad was centered around an asterix that proclaimed itself “a talking assh*le”.

“Be A Good Assh*le” was its ultimate message. And what a good message it was!

Although climate change is finally getting a lot more airtime and attention, we still don’t doubt that if the advert wasn’t so impudent and surprising, it probably wouldn’t have been as recognised as it is. But, because of the crudeness, and because of the unaccustomed nature of its content, this cinema ad has exceeded expectations… Sparking debate far further than the cinema seats of its viewers. Already, talk has begun on social media – which is only spreading the message wider and wider.

Ultimately, caring for the environment is a really important message. We’re really glad to see that this brand took a risk to promote the message that flushing wipes down the loo that aren’t degradable is really, really bad for the environment. 

You can’t deny that the risk they took really did pay off.

Daring advertising - City to Sea be a good assh*le

Their message was frank and impenitent – is this the best way to be?

Is Taboo Advertising The Way Forward?

We cant deny that the intrepid nature of the “Be A Good Assh*le” advert worked a treat in this circumstance. It’s reportedly had audiences in fits laughter and has sparked a good old conversation on Twitter.

However, is this a tactic all brands should adopt as we move forward in a world that’s ever less-receptive to advertising? One that’s always demanding originality and creativity?

Well, as with anything, we’d say that this is certainly a method that cannot be overdone. Much like a lot of things, if you use this one time and time again, it’ll decline in effectiveness. The be-all and end-all is that this advert was surprising, and it had the shock-factor. If you try and use it as inspiration for your own content, it’ll likely not have the same effect the second time round.

Not that this is the first time anyone’s ever sworn in an advertisement, mind. It’s just the first time we’ve seen it done with such brashness in a long time.

Furthermore, being taboo doesn’t sit well with everyone. We’d be inclined to believe there’d be a large proportion of the population who wouldn’t appreciate this kind of thing, who would see it as crass and inappropriate. As with any time you’re bold and daring with your marketing, you’d definitely be taking a risk to deploy this idea. There are some brands this kind of marketing simply wouldn’t gel with, for sure. You need a brand that’s really quirky, unique and quite unapologetic. For example, we could imagine brands such as  Innocent Smoothies and Ben & Jerry’s rolling with this kind of advertising and it working, other more luxury brands, such as Harrod’s for example, we couldn’t.

Here at The Source, we represent a wide range of brands from both B2B industries and B2C. For some of our clients, this idea wouldn’t work for them because it doesn’t suit their brand at all, for others, it might just.

This being said, for any brand, the message learned is that creativity always wins. The best ideas are those that are rooted within, and that aren’t necessarily taken from others.

This post originally appeared on, Jessica Pardoe – one of our PR Executive’s – blogs. You can find that post here.

CHRISTMAS CAMPAIGNS WORTH TALKING ABOUT THIS YEAR

Christmas is just around the corner and the marketing campaigns are in full swing. However, with the festive period being such a saturated opportunity to make a real impact with your communications, not all efforts are wholly successful.

The Christmas Communications Challenge

Christmas has long been a great chance to do something a little bit different with your brand, to market it alongside the holiday period and to leverage Christmas as an opportunity to align your business with something very popular not only nationwide – but pretty much worldwide.

The problem is, is that many opportunist marketers have recognised the opportunity that the festive period presents. And thus, Christmas campaigns and adverts are more common than uncommon these days. It’s very easy for your efforts to be overlooked when they are competing against an abundance of other campaigns that get more and savvier each year. You need something pretty special and memorable.

So, how can you create a Christmas marketing campaign that truly stands out from masses? There’s no better way to learn than from the best…

Top Christmas Marketing Campaigns Of 2019

Cadbury’s Secret Santa

If a campaign returns for another year, you know it’s a successful one. This year, Cadbury’s are re-opening their secret Santa stations where you can send a bar of their chocolate to a loved one. It’s simple, but it works. The popularity of the ‘pop-up post offices’ equals widespread publicity for the brand, through press, word of mouth and social media. It’s totally Instagrammable.

John Lewis’ Excitable Edgar

John Lewis really illustrate how to perfect a Christmas marketing campaign. Through their much-loved and highly anticipated Christmas ads every year, they’ve cleverly associated themselves with being the go-to retailer during the holiday season. It’s a big responsibility, but their Christmas content is world-renowned, largely in thanks to the brand they’ve built. They have big boots to fill, but they manage to do it so flawlessly every year.

Aldi’s Kevin The Carrot

Aldi do really well in nailing down their Christmas campaigns. Much like John Lewis, their Christmas adverts have now become something of a tradition to the brand. Only with a twist. They’ve developed a character that is used time and time again. Kevin the Carrot is a name we’ve all come to know and love, and every year his return is anticipated by many. But Aldi go one step further in making the most of their Christmas marketing, their Kevin the Carrot collectibles are a huge hit amongst shoppers – meaning they profit not only from the publicity, but from raw sales too.

Deliveroo’s 10ft Gift Box

Something a little different this year was Deliveroo and KFC’s real-life marketing campaign that they executed on the South Shore of London this year. With so many traditions that are rife in the UK, it’s hard to create a new campaign that really makes an impact. But these two brands seem to have done it this year. Fashioning a giant 10ft gift box that gives passers-by a taste of KFC’s new festive burger – this campaign is one that attracts genuine footfall as well as publicity from being a little ‘out there’.

Coca Cola’s Christmas Truck

It’s old but gold. Coca Cola’s Christmas truck is a festive favourite for a reason: because they’ve built that brand and reputation for themselves through years of clever marketing. The advantage of being a well-established brand is that you can use the same marketing tactic time and time again. And instead of it becoming repetitive, it becomes iconic. The Coca Cola Christmas truck is simply a part of the festive season now, and all the while it remains a fan-favourite, the brand benefits from the publicity.

IKEA’s ‘Home Shame’ Ad

It works because it’s brand relevant, but also consumer-relevant too. IKEA released a Christmas ad this year which focuses on ‘home shame’ and how you shouldn’t be ashamed to open your home up to your family this festive period. It features an (admittedly catchy) backing track from grime rapper D Double E, which has provided multi-faceted benefits as the Swedish retailer is praised not only for promoting the Grime genre, but also just for their music choice in general. The song is now being released as a single. Christmas number one, perhaps? The marketing benefits just keep on rolling with this one…

 

Do you have any more stand out Christmas campaigns from this year? Let us know on Twitter.

THE MRS HINCH EFFECT: PROVING THE EFFECTIVENESS OF INFLUENCER MARKETING

What better an argument for influencer marketing than none other than Mrs. Hinch herself?

The cleaning sensation has far surpassed giving you the inspiration to tidy your home. She’s now a fully-fledged Instagram influencer who has over 2 million devoted followers.

Yesterday, via Instagram stories, Sophie shared the profile of a small business she’d dealt with only earlier that day. After herself and her family had a loft ladder installed, and after posting a few videos of the ladder in action, she also uploaded a screenshot of the company who fitted it for her, recommending them to her followers.

As far as we’re aware, this wasn’t a gifted service nor the product of influencer marketing, this was just Mrs. Hinch genuinely recommending a business she’d had a good experience with.

The ‘Hinch’ Effect

The business, ‘Mister Loft Ladder’, had just 49 followers before they were ‘hinched’…

Screenshot 2019-11-26 at 08.43.02.png

…Which is a world away from their follower count now. When checking last night, their following had grown from 48 to just over 28,000. When checking again just now, their follower count is up to a staggering 33,000.

Screenshot 2019-11-26 at 08.45.39

Just to put this into perspective, 48 to 33,300 is an increase of 69275%.

The influence of this influencer is off the scale.

How Influential Are Influencers?

Not all influencers are this influential, but those who have a genuine engagement and who only promote products they are truly compassionate about, are still wholly successful.

Mrs. Hinch is one such patron, only promotes products and services she genuinely uses herself. And what more, not every Instagram story or grid post from her is promoting sponsored content. In fact, around 80% (not official, so don’t quote us on this) of her social media is genuine, honest reviews of products that she’s brought out of her own pocket.

That’s what makes her relatable. And that’s why her words have such an impact.

It’s all about trust.

These kinds of personality traits are something we look for when working with influencers at Source PR. Follower count isn’t important as genuine engagement and honest influence.

Numbers Don’t Lie

But don’t just take our word for it, we also have a few facts to back up our view that Mrs. Hinch is probably the most influential Instagram user out there.

Research by Rise At Seven found that Sophie has…

  • Around 93.6k authentic engagements per POST
  • 94% of followers that are highly engaged
  • NO paid or fake following

Mrs. Hinch Engagement.jpeg

Furthering this, during her Instagram hiatus during her pregnancy earlier this year, research by Silverbean found that search interest in Mrs. Hinch’s preferred cleaning brands fell to an average of 23.3/100, down from 28.9/100 in May 2019.

Not only is she a rising star in the world of social, but her fans are devoted and consistent. You can’t go far wrong with an endorsement from Mrs. Hinch.

Thus proving the argument that Influencer Marketing is still very much alive and kicking. You just have to make sure you’re working with the right kind.

Interested in hearing more about the right kind of influencer marketing? Get in touch with us today to find out what we can do for your business.

This post originally appeared on, Jessica Pardoe – one of our PR Executive’s, blogs. You can find that post here.

PR TOP TIPS TO IMPLEMENT IN 2020

Public Relations (or PR) is said to be the second oldest profession, first implemented to spread the word about the quality and benefits of the world’s oldest profession.

The reality is that Public Relations has been around forever as people, companies or organisations look to raise their profile or the benefits of the good and services they offer.

The industry continues to evolve to reflect the changing media landscape and the ways in which audiences gather their information or are influenced by the world around them.

Despite these significant changes, much of the core principals remain the same.  We would suggest that companies large or small take stock and when looking ahead for 2020 ensure they consider the following five core pillars of success.

The five simple top tips:
  • Know your business, product or service – what are the key features or benefits and why is it different or better than others. This will help you to be clear on your proposition and what exactly you want to say.
  • Know your customers – who are you looking to influence and what are their behaviours? Your customers may be varied but map out who they are and what they do – if necessary, make plans specific to each audience.
  • Find a creative angle – Don’t be ego centric but think why is this relevant to my audiences and why is it of interest to them.
  • Share your news – if you don’t share your news then it’s unlikely that someone will do it for you. Make sure your your content is right for the platform and if targeting journalists make sure it’s relevant to them and their audiences
  • Don’t get stuck in a rut – PR and digital communications is changing rapidly and so are audience behaviours. If something does not work, try something new and different.

If you’re unsure of the best way forward, speak to an agency that is able to give you straight forward, honest advice.  We have PR, social media and digital clients across the North West, Wales and UK and our Chester PR, marketing and digital teams are available to support your business needs.

Finally, one last tip would be to be proactive.  2020 is a new year and therefore a new opportunity to make the right plans that will help take you and your business forward.

 

PR PLANNING FOR A NO DEAL BREXIT

Despite two years on negotiations it seems that no one is any clearer whether there will be a deal or not when it comes to the UK leaving the EU.

This has caused a huge amount of uncertainty in the business community, with many reluctant to spend on potentially unnecessary plans, while others are doing what they can to be ready for all eventualities.

The one thing that’s certain in this uncertain world is that businesses need to consider their communications when preparing for the various scenarios.  A business needs to assure and reassure audiences to show that that are in control, regardless of the outcomes.

Much of it comes down to sentiment – employees, customers and suppliers all need to feel confident that they can survive, or even thrive, regardless of the outcomes.  If they lose their confidence or feel threatened productivity is proven to fall and commercial confidence declines.

Get Ready for Brexit

The Government has launched a new ‘Get Ready for Brexit’ campaign to help provide answers to questions and to provide support to those preparing for our departure from the EU. We’d advise that all businesses provide something similar for their employees, suppliers and customers – considering what are the likely questions, what are the threats and also what opportunities are presented.

The food and drink industry is one that looks likely to be particularly affected.  The industry-backed Brexit Food Hub provides a place for businesses to go to access a wide range of official advice and expertise from UK food and agriculture partners, including the latest information as it becomes available.

As always, ‘front foot’ communications are best as it enables a company to put its best foot forward and be prepared to head off any negative PR or communications before they develop.  If caught off guard by the media, employees or even concerned customers, it’s harder to get on the front foot and paint the positive picture that gives assurance to your various stakeholders.

If you need help getting that message out there, or some guidance about how to prepare a communications plan for Brexit, please contact us today.

ELMAC TECHNOLOGIES TURN TO SOURCE PR FOR PR AND SOCIAL SUPPORT

Elmac Technologies, head quartered in North Wales, has appointed Source PR to support the business with their media relations, social media management and stakeholder engagement.  The company is one of the world’s leading suppliers of Flame Arresters, supplying clients and distributors around the world.

Elmac’s innovative Flame Arresters and Low-Pressure Venting Equipment are utilised by OEM’s and Operators in a wide range of industry sectors including; petrochemicals, oil and gas, bio-fuels, mining, pharmaceuticals, power generation, agrochemicals and distilleries.

Source PR has been appointed to raise awareness of the company’s state-of-the-art design, manufacturing, testing and commercial facilities as well as its comprehensive range of enhanced In-Line and End-of-Line Deflagration Arresters and In-Line Unstable Detonation Arresters. The Elmac product range also incorporates a wide range of valves and other low-pressure venting equipment designed to meet client-specific requirements.

Louis Hill, Managing Director at Source PR, comments: “Elmac is centred on delivering its core purpose of protecting people, property and the planet. The company has a truly global reach and we have exciting plans in place to help communicate the innovative R&D, efficient operations and unparalleled customer service they deliver.”

Digital communications

Award winning Source PR is headquartered in Chester and offers a range of communications services including public relations, social media management, content management as well as digital communications.  The company has clients across the UK, offering a range of B2B and B2C communications advice.

COLLEGIATE AC TURN TO SOURCE PR FOR STRATEGIC PR SUPPORT

Collegiate AC, one of Europe’s leading providers of contemporary student accommodation, has appointed Source PR to help them raise their profile across Europe as the company looks to secure a second wave of strategic investment.

The company currently manages more than 20 developments across the UK, Spain and Portugal with schemes typically between €35m to €100m in gross development value.  In total, they currently manage assets to a value of nearly £2bn.

Collegiate has announced its intention to raise a further £2bn of strategic investment to expand the company’s portfolio to new and existing territories across Europe and has asked Source PR to help raise awareness of the business and the opportunities presented.

Louis Hill, Managing Director of Source PR, comments: “This is a great win for the team and a further endorsement of the work we have been undertaking for clients across the property sector.  We’re excited to be involved with such an innovative and forward looking brand of student accommodation.”

Corporate PR

Headquartered in Oxford, Collegiate has a major European office in the heart of Madrid where it has an in-house team of four full time architects supporting European design, specification, procurement and construction. Collegiate AC has a reputation for delivering state of the art residences using efficient construction methods to deliver investor objectives.

Award winning Source PR is headquartered in Chester and offers a range of communications services including public relations, social media management, content management as well as digital communications.  The company has clients across the UK, offering a range of B2B and B2C communications advice.

PR VERSUS POVERTY PORN

There’s growing criticism of ‘poverty porn’ and in particular how charities are using crude and clichéd PR campaigns to attract donations.  Although criticism of anyone looking to make a positive difference is largely unfair, there is a case for charitable organisations to look at how they wish to portray themselves and their causes.

This is illustrated in criticism of Red Nose Day and Stacy Dooley’s work in Africa by David Lammy MP. Although a little harsh, particularly when he’s been called out for not doing enough himself to support communities in Africa, it does open the debate on how charities need to move on from relying of pushing people into ‘guilt transactions’ as they sit down on a Saturday evening to watch Red Nose Day’s entertainment or other similar programmes.

Effective PR

As with most effective PR, if your campaign can take the audience with you on the journey you secure greater and more long term buy-in.  People believe in, follow and talk about the change they feel needs to be made rather than just reaching for their spare change.  Not dissimilar to the old adage that if you give a man a fish you will feed him for a day, but that if you teach him to fish you will feed him for life.

Digital communications are also playing an increasingly important role.  Just look at the success of campaigns like the ‘Ice Bucket Challenge’ or Movember which dominated social media for months.  This illustrates what can be achieved by engaging with the audience and taking them with you.

The charity sector is one of the most competitive with each organisation looking to secure their share of money for their worthwhile causes.  Put simply, there are more than 180,000 charities in England and Wales and those that don’t run a planned PR programme will struggle to raise awareness and subsequent funds.

As we’ve seen by recent low budget PR and digital campaigns, deep pockets aren’t essential, but charities do need to play to their strengths and engage with their audiences.  In doing so they can achieve some great successes without having to reply on promoting poverty porn.

NEW TALENT SOURCED – MEET REBECCA

We’re delighted to announce that Rebecca Shearman has joined Source as a Junior Account Executive.  Becca joins the award-winning team from Mercury Press & Media in Liverpool where she worked as a Features Writer.

Becca will support clients from a range of business sectors including; property manufacturing and professional services and adds the additional resource needed to deliver PR and social media campaigns after a number of recent account wins.

Louis comments; “She’s a proven writer, a people person and has slotted right in with the team.  2019 has started with a bang and a wave of new client wins.  We aim to maintain this momentum by delivering engaging and insightful campaigns while also being great people to work with.”

Source is always on the look-out for top talent.  If you feel you have something to offer, please contact us by emailing your CV to hello@sourcepr.co.uk.

 

MAKE IT, DON’T FAKE IT

Since Donald Trump’s election the term ‘fake news’ is being increasingly used to discredit all sorts of stories which people don’t agree with, from heavyweight political scandals to the quirky, more light hearted stories commonly found on social media.

So what is ‘fake news’? Essentially it’s when outlets deliberately publish hoaxes, propaganda and disinformation purporting to be real news, often using social media to drive web traffic and amplify the effect.

Why bother?  Well it’s all about generating clicks and advertising revenue, or to enhance, discredit or boost a person, policy or organisation.  Fake news can take many forms but is principally based around;

  • Disinformation: False information which is intended to mislead the audience, rather than explain the full story
  • Propaganda or spin: One-sided information, which often omits key facts or evidence which contradicts it
  • Subjective news: The presentation of one side of an argument more positively than the other
  • Infotainment: Usually stories about celebrities which are based largely on opinions rather than facts.

It could be argued that companies and media outlets have been peddling fake news for ages but the issue appears to be growing as the growth in news channels and social media platforms is pushing ‘editors’ to become more creative with their content in order to attract readers and page visits.  However, if regularly delivering fake news they risk undermining the reputation of their organisations as respected news channel.

Protect your reputation

The same applies to businesses or individuals who seek to mislead their audiences for short term gain.  If you have built up good contacts in the media, you can also quickly lose your goodwill by getting them to help spread stories about your business which aren’t strictly true.

Importantly, it can also damage a client’s authority and position as a media expert in their field and ultimately destroy the trust between your business and your customers, with obvious consequences.

We’d advise against propagating fake news but instead developing meaningful and trustworthy relationships with the media and other digital platforms that build credibility and authority in a sector or service.

Don’t issue news stories unless the story is genuinely newsworthy, which means there needs to be something about your story that makes it interesting and prompts people to read it. Think about your audience and ask why they should care about your story.  Is it something they need to know? Is it something that they need answering? Can your story help them in any way?

Also be mindful of what you like or share on social media. It’s easy to inadvertently like, retweet or share a fake news story. But if you do, you’re unwittingly helping to spread the fake news or even endorse it.

Certain sections of the PR industry are renowned for using trickery, sleight of hand and dark arts to pull the wool over people’s eyes on behalf of their clients.  But if you’ve got a good story to tell, why rely on cheap gimmicks?  At Source PR we offer straightforward, effective and most importantly honest advice.  That’s the best way to build relationships and get results without the need for fake news.