The Golden Circle – Focusing on the ‘Why’ in your communications

Google dethroned tech darling Apple on the 2014 BrandZ Top 100 Most Valuable Global Brand ranking released days ago. The departure of their charismatic leader, business choke-ups and perceived lack of innovation in recent times likely played a part in Apple’s gradual decline – but few will disagree that Apple is still one of the most important and trend-setting companies in the world.

This news reminded me of a spellbinding TED talk by business guru Simon Sinek and his concept of “The Golden Circle”. While no brand remains at the top forever, Apple is the perfect example of a business that has exceled by functioning differently. Sinek related a simple truth – the most successful brands in the world live by “The Golden Circle”. It’s a simple shift in thinking towards your business approach, but will completely change how your business communicates.

The_Golden_Circle_-_Simon_Sinek

The Golden Circle is divided into three parts – what, how and why. Every business knows ‘what’ they’re selling, some know ‘how’ they do it and their USP, while few think about and communicate the ‘why’, essentially the purpose of their business.

Most businesses communicate outside in. They tell people what they’re selling, how the product works and what’s special about it, but few touch on the core purpose of their business with each product. Here’s Sinek’s revelation – truly visionary brands, like Apple, communicate from the inside out. Every communication opportunity highlights why they’re doing what they do. Apple is about innovation – creating user-friendly products that make people’s lives better. The iPhone, iMac, iPad and all their products are a result of their core purpose. This is what makes people coming back for more. They believe in the company’s vision and transform into loyal brand evangelists.

Just think about the behemoth brands – Nike hasn’t found success merely selling running shoes. ‘Just do it’ is what we can relate to. The sense that it’s time we got started, time we pushed ourselves to our limits, and the innate ability we all have to succeed if we just try. Tech giant Google is so much more than the world’s number one search engine. They want to impact how the world collects and perceives information at every level.

But this isn’t all marketing hogwash, and Sinek delves into the science behind his theory. When brands communicate leading with the ‘why’, they speak directly to the limbic system, the part of the brain that affects behaviour and accounts for our gut feeling. This influences purchasing decisions more than appealing to the rational of our brain, achieved when brands communicate the ‘what’ of products and services to consumers.

Not too long ago, I had a chat with our fearless Mutant chief, Joe Barratt, about why he started Mutant Communications. While I’m sure our team wouldn’t mind a little fame and fortune, Joe spoke about his passion for helping businesses grow, be it startups trying to find their footing or established businesses hoping to grow their presence, and that’s really what forms the basis of Mutant’s work and why we do what we do. How do we do it? We tell great stories that build winning brands. What do we do exactly? We create content and help brands communicate across different outlets and media platforms to get the word out.

So is your company telling a story framed around the ‘why’? Do your customers understand and subscribe to the same beliefs that drive your business? Have you been affecting purchasing decisions with communications that spell the purpose of your business, or have you been repeating the ‘what’, like most other businesses?

There are likely a number of companies out there that sell similar products and provide similar services, a few that define themselves with a USP akin to yours, but not many with visionary business beliefs, and who communicate that well.

Now is a great time to review how you’ve been narrating your brand story and your approach to every communications decision, starting with the ‘why’.

For ideas on how you can communicate the ‘why’ in your business, get in touch with us at hello@mutant.com.sg.

Why? image by BuzzFarmers is licensed under CC BY 2.0.

Screen capture of Simon Sinek’s TED Talk, How great leaders inspire great action

More bang for your blogging buck: How to keep a good blog

One of the things I love about PR and marketing is how aware we have to be of consumer trends, and I’ve come to realise how differently consumers act in a social-media / technology-led era compared to the past. Engaging the crowd is now a more sophisticated affair and requires being fluent in the language of content marketing, SEO, web analytics and of course, blogging, among others.

There were one million blogs in 2004 and a whopping 152 million in 2013 – that’s one blog being created every half a second, according to a HubSpot webinar on blogging. Blogs are truly a phenomenal force and if well managed, can definitely help build a connection with the audience and generate leads.

Competition is stiff and you’ll need to be smart about your approach to stand out. Develop the habit of staying up-to-date on the blogosphere’s evolving trends to ensure you stay relevant and write interesting blog posts that gel with your ongoing marketing and PR efforts. HubSpot recently shared a few tips on successful blogging, which are bound to boost your blog readership and generate leads.

Long Tail Keywords.

Since the introduction of Google’s Hummingbird search algorithm, searches are now more effective with additional keywords and more context. For instance, Google “coffee shops” and you’ll get more results that you can handle – looking for that good ol’ cuppa joe is not so simple anymore. Being more specific and typing “coffee shop Singapore”, “coffee roasted beans Singapore” or “chill café Singapore” will yield more favourable and useful results.

Instead of specific, singular keywords, the focus has shifted to long tail keywords, phrases that are a combination of keywords to deliver targeted results (think Chinatown chicken rice stall or Tuas chemical factory, for instance) and keep in mind that the longer, more specific keywords are less common, individually, but add up to account for the majority of search-driven traffic.

So start brainstorming long-tail keywords that can help people find your business and include them in your blog posts.

Sharable content.

Your blog content needs to be accessible. People enjoy sharing news through social media – be it Facebook, LinkedIn, Twitter or Google+ – and news feeds are broadsides of the digital sphere. Social media and content depend on one another, and content that is enjoyable, shareable and insightful – and better still if it’s viral – results in higher visibility as it makes its way around the Internet.

Encourage comments.

The comment box used to be spam bait, but is now regarded as an important tool to help foster relationships and stimulate discussion. If you haven’t already, set up a comment box and get readers involved. Encourage them to voice their thoughts, listen to their suggestions and complaints, and respond diligently. Always remember, it’s a two-way communication.

Guest blogging.

Guest bloggers with wide appeal might seem like a great idea but approach this with caution. Yes, the links can increase your SEO rankings and visibility but only if the blog post is unique. Duplicating posts from your own site could actually drop your own search ranking if Google reads you as having copied from another more popular site.

Topical vs Evergreen content.

Topical posts are trendy, time-sensitive content that include press releases, announcements, and lighthearted photos or memes on social media. While it helps to spike page views, you will need to push content regularly to maintain the numbers.

Evergreen content is relevant today, tomorrow and for a long time to come. This relevance ensures a steady stream of readers who can always refer to the content for insights, regardless of how long the article has been published. Writing tips, advice on changing engine oil in an automobile, or suggestions for a personal savings plan all fall under that category. For a healthy balance, it’s advised that 80% of blog content should be evergreen, and 20% topical.

Content Calendar.

Plan what topics you’re crafting and when you’ll be putting up your blog posts. We find this easiest with a spreadsheet clearly defining the topics, targeted upload date, listing specific owners and deadlines. Ensure that you’re uploading content at least once every week for the next six months.

One voice.

Whether it’s a blog, a Facebook status update, Tweet, or thoughts regarding a news article shared on LinkedIn – make sure you use a common voice that applies across all platforms. The audience will grow to relate to and trust this voice and more importantly, start connecting with you.

All this seems like a long list, but will soon come as second nature with practice. I find it helpful to go through these points as you review your newly written blog posts. You’ll optimise your content by heaps and ensure your brand is associated with quality by every reader and potential lead.

If you’d like to discuss your blogging / content marketing strategy, or if you’d like help crafting riveting blog posts, get in touch with us at hello@mutant.com.sg.

7/52 – ghosts in the night {life on pause} image by PhotKing ♛ is licensed under CC BY 2.0.

Hello, Asia! (How to communicate your brand and engage with media)

That feeling of complete helplessness that occurs when you find yourself in a strange land, surrounded by unrecognisable smells, tastes, sounds, faces or landmarks, is culture shock.

Sometimes it comes as a complete surprise – you might be well-travelled in a region, and well-versed in what you do, but still feel completely alien in a certain corner of the world. This is particularly true of Asia, both a melting pot and a large patchwork of countries, cultures and languages.

Watching the news or picking up a paper in a new place can be a big indicator of the shift in culture, language and tradition. It’s no surprise then that despite the regions being very geographically close, news outlets across Vietnam, Thailand and Singapore operate very differently. Whilst you might be well-versed on Asia as a region, you’ll need to understand and manage the complexities of the each specific country or city’s journalists’ motivations and media processes if you want to build a solid foundation for your brand.

In subsequent blog posts, we’ll elaborate how media in the key markets operate. Firstly, here are some journalist traits we’ve noticed are consistent in the region:

  • Deference and face, leading to shyness and reticence to ask questions in public settings
  • Language and cultural barriers (where ‘yes’ can sometimes mean ‘no’)
  • Displays of passiveness and quietness
  • Preference of personal over public contexts
  • Often younger – bright and clever, but without depth of knowledge and experience
  • Everything is captured, socialised and shared

While journalists differ from country to country, media still encompass a core, similar structure across geographical boundaries. Anywhere in the world, media want the freshest, breaking, headline-grabbing news. Journalists have a duty to inform, entertain, and enlighten their audiences – your story should make their job easier. News editors are looking for human interest and relevance. What’s the benefit for my country, and how will this development affect my people? Apart from words, media are also looking for sound-bites and visuals (even in print).

Be it Singapore, Japan, Indonesia or another Asian country, your in-person media engagements as part of public relations should always check the following boxes:

  • Always check for understanding
  • Be doubly accurate with numbers
  • Provide written summaries (spoon feed)
  • Prepare to lead the conversation, but don’t be afraid to stop
  • Prepare for the ‘door stop’
  • Prepare to be recorded and photographed endlessly by a smartphone wielding media

So, what’s your story? Regardless of your business or industry, you need to package a story and message that’s relevant to your audience. How will your announcement impact people? How is it relevant to the market? What solution does this provide to a specific market’s problem? Walk a mile in your future customer’s shoes to fully understand the context of the situation, and then execute a tailored and well-suited plan.

Here is a quick list of tips you can check against before you pitch stories to media:

  • Make sure you know where the journalist is from. For example, Bangkok Post is different from Reuters, and needs to be handled differently
  • Put your audience in the headline
  • Repeat your key point or message
  • Provide a written copy that can be used
  • Get help to prepare in advance – the best don’t leave this to chance

Before you dive into PR campaigns in a new, unfamiliar Asian market, take a moment to understand and appreciate the complexities of the media in your target country or region.

You might also be interested in Mutant’s handy guide for writing press releases. Get in touch to find out how we can help build your brand reputation in Asia and engage with media. Reach us at hello@mutant.com.sg.

Hong Kong 2013 image by Singaporean photographer Adrian Seetho

 

Who are you? Finding your brand voice

You might have your elevator pitch down, and you might have a new strapline to display alongside your logo, but do you and your team really know the personality behind your branding?

Do you know how your brand speaks, who it speaks to and how it reacts in stressful situations?

I’m not talking about the introduction to the brand document you pass to new staff members on their first day of the job and I’m not talking about the logo guidelines drawn up by your communications team. I’m talking about defining the way your brand acts, speaks and reacts every day, be it walking down the street to lunch or through its daily interactions on Facebook, Twitter, Instagram or Linkedin. The “brand voice” I am talking about extends to phone manner and emails written to customers or clients.

You probably already have a brand voice without labeling it as such, but it’s still a useful exercise to sit down with your team every couple of months and tweak or reinforce who you are, what you are trying to say, and how to get this acrosss on social media.

Set aside an hour and allow space for everyone to go wild, scribbling words and ideas all over whiteboards, rolls of paper, or even walls.

The aim of the exercise is to ensure each member of your team is representing your brand in the best possible light and also to develop much greater efficiencies in your social engagement.

Too many small businesses and organisations waste hours on Facebook or Twitter posts that either don’t reach or don’t resonate with their target audiences. Usually it’s because they’re either on the wrong platform, or they’re sharing the wrong sort of content.

Defining who you are and who you are not will help your team determine which networks you should be on, or perhaps more important which you should not bother with, and what you can be doing to make best use of your time on social media.

The second part of the session encourages your team to develop realistic steps towards achieve the brand’s social media goals. It also asks you to come up with specific, realistic targets, such as an increasing your number of followers or shares per post. Reviewing these targets every few weeks or months will help you determine whether or not you are on track, and allow you to make adjustments to your social media calendar.

Need to find your voice? Drop a message to hello@mutant.com.sg 

Why you need content marketing, and 5 simple ways to kick it off

Consumers today are smarter and more discerning than they used to be. They know what they want, know where to get it, and more often than not, can see right through fancy hard-selling or in-your-face marketing. Instead of blindly reaching out through paid ads or cold calls, arm your marketing arsenal with a trove of informative, interesting content that give your audience something they are looking for.

You’ll find customers react far more favourably to free information than they do to a free balloon or sticker, and by releasing commentary, you establish your brand as a thought leader and trustworthy, industry guru. Those who actively seek out your content are more likely to develop trust in your brand, products and services, and over time become valuable leads, and customers.
Who?

Is it top-level executives in sharp-looking suits and expensive ties, spatula-wielding housewives with a penchant for cooking, or geeky high-schoolers who want to lay their hands on the newest tech gadgets? Understand the profile of your target audience in your markets and, more importantly, the common problems they face.

What?

What you create should focus on accomplishing the following – solving the problems faced by your target audience or providing insight into relevant issues and topics. This establishes your brand as a thought leader and problem solver, building trust with your audiences. To maximise your searchability, make sure you weave in terms your audience is likely to be seeking answers to.

Company blogs are one of the best ways to share uninhibited, long-form content and well-written pieces are bound to drive hits and keep people coming back for more. For instance, a recruitment agency developing content for its target audience of job seekers and employers can gear its posts towards solving commonly-faced problems and providing useful information – job seekers might want to know about the hiring landscape, how to fine-tune their CV and tips for job interviews, while employers would be keen to learn about hiring through social media and the best ways to headhunt and attract talent.

Social media is undoubtedly one of the main spheres people share and consume content – the common denominator among excellent content is that they either provide insight or entertain in a manner that’s compelling and engaging. Be it cross-posting your blog post, sharing a relevant industry news article or posting a meme, it needs to be interesting to your followers.

Snippets of company-branded content in the form of tip sheets, infographics and snazzy posters are neat content offers that brands can also share with followers to up their game. Visually appealing, entertaining and oozing of brands’ individuality, these pieces of content can help build brand recognition through insights and advice.

Where?

Company blogs can easily be housed on your website, and creating an extra tab on the website menu makes it more likely to gain readers and followers. Harnessing the power of social platforms is a must for businesses, but the key is to only jump on board the most appropriate networks for your needs. Take time to decide which one works best for you.

B2B brands might find LinkedIn to be much more effective than Facebook as it reaches out to the right target audience who are willing to spend time consuming content for professional insights, instead of browsing cat memes. B2C brands such as fashion companies might prefer Instagram to showcase its products on a visual-driven platform

When?

Start with baby steps – create one piece of content per week and share two to three social media updates, dependent on your desired platform. This could be a blog post on an industry trend, a Facebook update with offers for customers and a LinkedIn update with a link to a news article. When you’ve established a consistent content push, you can aim for publishing two to three blog posts a week and daily social media updates. To help boost hits, the best times to post on social media are often during daily commutes and post-lunch.

How?

1) Define your target audience

Map their profiles, problems and goals.

2) Consider the most suitable platforms for your content push

Which social medium works best? Is a company blog the best platform to air your views?

3) Draft up a content calendar for 3 months

List relevant weekly blog post topics, consider interesting angles for social media and populate the calendar with non-time sensitive infographics, memes or news articles, then set aside time for content creation and social media updates, and assign deadlines.

4) See how others do it

Check out your competitors, take notes on what they’re doing well and how they’ve messed up – reference good ideas and make tweaks to your content marketing strategy.

5) Track your results

Don’t let your work go to waste without knowing its business impact. Track daily site visits, find out which sources your leads come from, understand what articles gain the most traction, then tweak your content approach to ensure best results.

To find out how Mutant can help with your content marketing needs, get in touch with us at hello@mutant.com.sg

Why bloggers can deliver the marketing boost you need

It has been close to two decades since the web log’s humble beginnings in 1997. Now, from The Huffington Post’s insightful business advice to Perez Hilton’s latest revelations of celebrity shenanigans, blogs have woven their way on to everyone’s daily reading lists, and are now seen as very effective platforms for influencing consumers, particularly the Millennials.

Bloggers today are viewed as opinion leaders who represent a new era of knowledge and advice, shedding light on what they know best, be it health, fashion, food, politics, or travel. And they entertain while doing so.

So where do bloggers fit into your business equation? As the lines between old and new media become blurred, bloggers have become the virtual advertising billboard of our day and act as gateways to introducing your services and products to a highly-targeted readership.

Some may think that blogging has run its course, but the numbers prove otherwise, and the percentage of readers and consumers of blogs look to be growing even bigger.

According to Ingnite Spot, 77 per cent of Internet users read blogs, while 81 per cent of US consumers trust advice and information from blogs.

One of the reasons for repeated visits to the best blogs lies in the unique voice of blogs – they are interesting, recognisable and they entertain, and the best ones make sure that voice rings true across its content, be it Nike or Barack Obama. These voices are heard by loyal followers who read the content regularly.

A survey revealed that 85 per cent of consumers research and read online reviews for local businesses, and more than 60 per cent of online purchases were made based on a blog post, according to Ignite Spot.

Loyal readers, or followers, which can be in the five or six digit range, develop a high regard for their content and opinion, and will share posts with their own audiences on social platforms. Blogs sometimes even reach full circle and get coverage in traditional media too.

Many blogs set themselves apart from traditional media by providing an ‘insider’s view’ into the story, relaying the experience through a participant’s lens. At a fancy black tie whiskey event, for instance, you might find news journalists stepping back and reporting on the hard facts – product details, visitor turnout, snippets of the CEO’s speech – as is expected of them, but bloggers have free rein to immerse themselves in the experience, writing about the glamourous celebrities, the stinging taste of the single malt whiskey, mouth-watering canapé, drab decoration, you name it. They offer something more personal and opinionated – despite being biased in some instances – that fulfills the need of many readers who wished they were present at the event.

Blogs thrive today, so much that blogging has become a full time job for some – and a lucrative one at that. Just take a look at BryanBoy, a fashion blogger from Philippines who has a Marc Jacobs bag named after him, or Xia Xue, a lifestyle blogger who underwent plastic surgery sponsored by Singapore broadcast company, MediaCorp.

These larger-than-life cyber moguls started on the same footing as many of us.

Despite the obvious success of their writers and owners, the power of blogs is still underestimated, or misunderstood. There are so many to choose from and it can get quite daunting for one who isn’t familiar with the blogosphere. Where do you start? Who is appropriate to represent your brand? How do you connect with them?

Finding a suitable blogger who aligns with your brand is more manageable than it seems, and all it takes is staying abreast of the different social media platforms and blog content, and ultimately establishing relationships with bloggers, some of whom might be influential personalities.

For help on finding the best bloggers for your brand, get in touch with us at hello@mutant.com.sg.

Rosie the Blogger. image by Mike Licht is licensed under CC BY 2.0.

 

Why you need PR and how to be good at it

I love writing down my thoughts and voicing my opinions – and the fact that my company has a blog on which I can do this is great. But every now and then, I come across something that says it all for me.

This piece in Venturebeat is one of those pieces, and answers that burning question I find myself addressing at every networking or drinking or socialising event.

Why on earth is PR beneficial to a business? People will ask this all the time. “I have my stickers, I have my website, I have my fliers, I even have my ad appearing in high-profile magazine. Why do I need PR?”

Or, “why can’t I just write a release and send it out myself?”

Well, when was the last time you opened a spammy email from a stranger talking about a new product, or shared a static ad on Facebook. When was the last time you wore a branded sticker on your lapel to support a brand you didn’t have a personal connection to? Unless the advertiser is running a multimillion dollar campaign employing the world’s top satirical advertising creatives, your stickers are unlikely to contribute anything more to society, than more non-recyclable waste.

Vivek Wadhwa, formerly of Seer Technologies and Relativity Technologies, relays his experiences of PR both with, and without a proactive strategy.

At his first company Seer, the team invested heavily in marketing, but was afraid of the media, extremely protective of their messaging and hesitant when it came to pushing their news. Result = no one had heard of them, despite incredible achievements that blew the big players like Microsoft under the water.

A few years later at Relativity, Vivek took a completely different approach, commenting on things the media were interested in, and responding quickly with honest, headline grabbing answers. The company’s products might not have been the sort of thing to stop press, but they provided a window into their world, and spun the fact that they had a team of Russian ex-military and intelligence programmers into a story about them being a James Bond-esque organisation.

Result = featured on all the major TV networks and achieved more than 1000 articles in major publications, including front page of The Wall Street Journal, and named one of the top 25 “coolest” companies in the world by Fortune magazine.

Here are Vivek’s tips for running a PR campaign, and they are very much in line with the way we work here at Mutant Communications, in building relationships, links and thought leadership across multiple media and audiences.

  • Read dozens of business publications. Understand what topics are newsworthy and which journalist writes about what topic, then offer them your insights.
  • Focus on the needs of the journalist and not yours. No one is interested in your product. If a journalist asks you a question, answer that, and don’t obsess with getting your product covered. Build a relationship over time, and it will likely pay off with your getting the coverage that you are looking for.
  • If you do have something to announce, put it in the context of a “news hook”.  Make your message timely and relevant to what is happening in the industry or the world.
  • Don’t ignore small or regional publications. You may want to be in The Wall Street Journal, but it is not likely to cover you until you have built great credibility. Your best starting point is small, industry-oriented or regional publications. They are a lot easier to approach and will likely be interested in breaking your story.
  • Be available—even when you are busy. Journalists on tight deadlines need sources to quote as fast as they can get them.  The first to respond usually get featured.
  • Be honest. You will find that journalists have excellent “bullshit detectors”. If you mislead them even once, not only will they never write about you in a positive way; they’re likely to tell their associates about their experience.  I confide in journalists all the time.  I have not had even one journalist report on something that I said was off the record or was on background.
  • Be yourself, and express strong opinions. If you’re going to hedge your bets or be diplomatic, your message will drown in caveats.
  • When all else fails, write your own story yourself. The blogosphere has democratized journalism over the past few years, and there are hundreds of blog sites where you can post your opinions. You can even set up your own.

Thanks Vivek, for beautifully summarising the slides I present my potential clients.

Why hire people to do your PR? Because more than anything, they are clever storytellers who know how to get the media and target audiences excited about you. Then, they help you craft your messages to best generate buzz, and ultimately boost your business.

To learn more about how a PR campaign can benefit you, and how to use blogging to your advantage, contact Mutant Communications. Joseph Barratt: joseph@mutant.com.sg

Newspaper. image by James Yu is licensed under CC BY 2.0.

10 easy steps to organising a stellar fashion event

Events are an important part of a fashion brand’s PR campaign. They can also be a fashion brand’s worst nightmare, but here are 10 easy steps to a successful shindig.

I’m definitely not going to give you my two cents on the latest fashion, but I do have an idea of how you can make your fashion brand or concept fabulously famous through a memorable, successful event.

Events can be scary, but they can also be very effective marketing tools.

All you need to remember is this very simple acronym.

PACBSMMEDF

(Purpose, Audience, Channels, Budget, Strategy, Measurement, Management, Equipment, Details, Follow-up).

Let’s start with purpose. There must be a reason you are promoting your brand or event. Do you have a new line? Do you have an interesting guest? Are you celebrating Valentine’s Day? Pick a purpose that will run through all the elements of your event.

Audience. Who do you want to attend your event, and who do you want to hear about it? Fashion bloggers? Cashed-up mums? Investors? Identify the groups who absolutely want to hit, as well as those it would be nice to hit.

Channels. There are so many to choose from now – be it the multitude of social media platforms, broadcast radio or TV, flier drops in shopping areas, blogs, newspapers, magazines, ads on taxis and buses. When you know WHO you are talking to (audience), it’s easier to firm up which channel is best for reaching them.

Budget and timeline. Bor-ing, you say. But this will make or break your event. These days, brands are looking for creative ways to do more with less, but things you may still need to pay for include venue, talent, F&B and marketing materials. Keep costs down by using your already-established relationships, by building partnerships with other complementary brands that reflect the same purpose and audience, and try to be clever about aligning your event with something your audience is already excited about (increasing their likelihood of attendance and support).

Strategise. Now that you have your budget and timeline, you need to make all the pieces of the puzzle fit together. How are you going to hit your audience via those channels you had established? How are you going to communicate your purpose? How much time do you have till the event takes place and what do you need to accomplish each week leading up to it?

Measurement. Before you start executing your bulletproof strategy, set yourself some targets. What will determine the success of your event? Media mentions? Attendance numbers? Sales? Make sure you place adequate weighting and direct budget towards the channels that will ensure you hit those targets.

Management. You’re nearly there, but before you press play, think about what you can do to make sure the people you are communicating with get the right message. Look at the materials you are giving press, and make sure there are no burning questions left unanswered. Brief your spokespeople on what they should and shouldn’t say to any press and make sure you prepare for the worst-case scenario.

Equipment. Technically this is the event management team’s role, but really, if the music is too loud, or there aren’t enough microphones, or your slideshow won’t play, or the lighting makes all the guests look a bit unwell in photos, there’s no point in having an event. Make sure you personally check all these components before the event.

Details. Again, you might think this is the event coordinator’s role, but what are the location, food, invitations, music and collateral going to say about the brand?

A lack of food, an awkward location, deafening music and tacky collateral can be all it takes to deter the media from what could otherwise be an amazing story.

Follow-up. So the event’s over – now don’t let all that hard work go to waste.

How are you going to track the success of the event, thank guests and media for their support, and give them something to hang on to, to ensure they continue to be interested in what you are doing? How can you make best use of the database you have built? A follow-up email with links to photos and regular (but not spammy) updates to let the guests know when you have special offers, or just that you are around, ensures you continue to build on the success of the event.

So, there you have it. A killer event, as easy as it is to say PACBSMMEDF.

Have a chat with us about organising a media event and getting the word out to ensure a successful shindig. Reach Joseph at joseph@mutant.com.sg

Stop looking! Fashion Runway 2011 image by Henry Jose is licensed under CC BY 2.0.

Say no to cold calls: What the Do-Not-Call Registry means for your business

You might have heard of the new Do-Not-Call (DNC) Registry, which kicked off on 2nd January 2014, enabling Singapore consumers to put an end to those irritating unsolicited calls, text messages, and should anyone still use them, faxes. While the much-anticipated DNC Registry rids the everyday Joe of pesky sales calls, concerned businesses that regularly employ telemarketing tactics now have to find new ways to reach out to consumers.

Under the new rule, organisations will generally be required to take the following three steps when contacting consumers:

1)   Check their marketing lists against the DNC Registry unless they have obtained consent from individuals or an exception applies.

2)   Provide contact information about the organisation that sent or authorised the telemarketing messages.

3)   Make sure the organisation’s identity is not withheld for voice calls.

An exemption applies to businesses that have existing relationships with customers, and they will still be able to share marketing offers related to the subject of the ongoing relationship through texting or faxing, but not voice calls, with the caveat that there’s an option for consumers to unsubscribe.

Fines and fine-print

The costs of phone number checks rack up – businesses have to purchase credits to run numbers through the database and each phone number costs between one and two cents depending on the bulk of purchase. 500 free credits are provided annually. From now till 31 May, the results of each check will be valid for 60 days, but will transition into a 30-day validity period after that date. This means businesses that choose to conduct telemarketing will have to run routine monthly DNC Registry checks.

Delinquent business will have to pay the price, with maximum fines of up to $10,000 per offence bound to make even the most unwilling of business owners acquaint themselves with the DNC Registry.

You can’t spam, but you can preach

Although consumers will spend less time politely refusing unwanted sales calls, non-sales related communication including service calls, reminder messages, market surveys, and messages related to religious or charitable causes are still allowed. Other businesses are also not exempted as B2B marketing calls are still given the green light.

In the grand scheme of data privacy, the DNC Registry falls under the Personal Data Protection Act, which protects consumers’ personal data and ensures it’s used responsibly by businesses. Enforcement for additional data protection rules will begin in July this year.

More details on the DNC Registry and its application in different scenarios can be found in the Advisory Guidelines.

What this means for your business?

The establishment of the DNC Registry reaffirms two facts – consumers value their privacy more than ever before, and most people dislike hard selling through cold calling. On the day the DNC Registry was launched, 400,000 numbers were listed, according to The Straits Times.

But many marketers still prefer to pick up the phone and speak with strangers on the other line, even though it’s proven to be ineffective most of the time. Cold calling doesn’t work 90.9 per cent of the time, costs at least 60 per cent more per lead and results in meetings only 2 per cent of the time, according to an article on Hubspot.

Help your customers find you instead

Consumers today don’t appreciate in-your-face marketing advances. Just think about the times you’ve hovered your mouse impatiently over the “Skip Ad” button on YouTube, or contemplated hanging up on a cold caller. The very people you’re selling to are smart, discerning individuals who can easily find out all they need about your product through Google, social networks, the media they choose to consume and your very own website.

Instead of bugging your potential customers, it’s more effective to let them come to you – and they’ll only do so when they trust your company and your products. That’s where content marketing comes in. There’s a deluge of information out there and you’ll not only need to be interesting, but also relevant to both your potential and existing customers for them to look to you.

What exactly is content marketing?

Creating engaging, targeted content to establish your company as a subject matter expert and thought leader is the way to go. This could take the form of social media posts, company blogs, how-to videos, opinion articles for the media, targeted newsletters for your existing customers, and much more.

The DNC registry marks the descent of cold calling and hard selling in Singapore. But businesses that have traditionally relied on such methods will find themselves better placed marketing through good content people want to read, watch, listen to and share – and this applies to any kind of business.

Just consider real estate agents, who frequently rely on mass texting. They can leverage other outlets such as social networks to share tips and answer questions on property investment, blogs to comment on the housing market, and relevant media to offer thoughts on the industry and position themselves as thought leaders. Keen property buyers are much more likely to seek real estate experts who have demonstrated industry knowledge, rather than blindly trust a name at the end of a text message.

There are numerous outlets available for you to share your brand, products and services, and the demand for interesting content and commentary isn’t waning anytime soon. Instead of slamming it down their throats when they least want and expect it, get creative and help them find you, on their own terms.

To find out how Mutant can help with your content marketing needs, get in touch with Joseph at Joseph@mutant.com.sg

 

How to make your band famous

So you’ve been jamming with your best buds for a while now and you think it’s time people hear the awesome-ness that has been brewing in the studio. What you need (aside from quality music of course) is some PR. Public Relations or PR in short is all about bridging the gap between a consumer(listeners) and producer(YOU).

Here’s how upcoming Singapore bands can benefit from simple do-it-yourself PR tactics that can amplify the rock star in you.

Market research

Before you swim, you would want to know how warm the water is. This is where you study the environment where you’ll be setting foot in. Go to gigs and get to know who plays for which band, which promoter got them there, find out who the kind of people that go to these gigs are, and have a chat with them.

“If you fail to plan, you plan to fail.”

Even Rambo did some planning before he single-handedly stormed an army base, trust me. Arguably the most important part for a band, is to get your demos done PROFESSIONALLY. The emphasis on ‘professionally’ is referring to everything that comes with the definition of the word. Source out good producers whose recordings will reflect how amazing you guys truly are. Think about it, as a generic listener, how forgiving will you be towards demos filled with unclear vocals, accompanied by un-tuned strings and drums that may as well be using the rear ends of a rubbish bin.

Secondly, bands often overlook the importance of branding. This refers to how the band portray themselves online and this includes photos, your logo, stickers or anything that requires design work. Here’s a life hack, look for a friend who’s a student of graphic design and chances are, they’ll do it for a free meal because they could do with it in their portfolio anyway. Looking professional will only help others take your music more seriously.

“Bands tend to be more focused on the creative process of making music and often neglect the marketing/PR aspect of it,” Snakeweed studio’s bossman himself, Leonard Soosay told me. With that being said, by no means should you undermine the importance of creating the best music you can, it simply means that after finishing up on a mind blowing song, you are not done. It’s time to think of creative and effective ways for that song to be distributed.

It’s showtime

After countless hours in the studio with your producer, that tireless walk to look for the perfect spot for a new Facebook banner photo and all that chit-chat with promoters and musicians, it’s time to finally share the hard work. This is when your new songs are released and you engage with listeners. Platforms such as Bandcamp ,Soundcloud and Facebook are perfect mediums to engage other musicians and potential fans.

However, according to Roland Lim, producer, mix engineer and owner of Sync Studios ,“depending on online platforms alone can only do so much, you need to meet people, give out a sticker, flier or even your demo amongst other physical promotional tools. Everyone has a Facebook page and gets tonnes of invites to like a page every day so let’s not just do what everyone does and take it up to the next level.” Patience is not running high when people are checking their inbox and they have even less tolerance for notifications from unfamiliar sources.

Done all that? It’s still not quite time to kick back, relax and wait for the organisers of Glastonbury to give you a call begging you to headline their festival. This is the point when the band has to be more proactive than ever in spreading the word. Prepare a press-kit which contains a high-res photo, your logo, the song you have released and most importantly a little write-up about your band and start sending it out to all stakeholders. Stakeholders refers to anyone that can be of help to your band such as the promoters you’ve been talking to, music journalists and any other individuals you feel are influential in the industry.

After action review

If you have done it right, you should have a played a few shows by now and have a reasonable following on social media. With that, it’s good practice to have an after action review. Talk to as many people as possible who have heard your music, study your social media’s traffic and gather as many feedbacks as you can.

After that, sit down with your bandmates and discuss what you believe was done right and what should be improved upon. This doesn’t mean you should switch from playing indie to black metal overnight just because some of the people you spoke to liked it when you guys had that one short heavy guitar riff. It simply serves as a general guideline to how accepted your music is in the environment you’ve been playing in.

Conquer

it's 11:11

Playing in a band and having your music heard is not as simple as pressing record on a recording software and putting it up online. As Leonard Soosay says, “local bands with good PR and marketing strategies are the ones flying overseas to play shows and are conquering local airwaves”. No matter what your cause, getting your voice heard requires creative tactics and most importantly, hard work. Only when that’s done, should you let your natural talent speak for itself.

Mutant Communications Top 10 News of 2013

It’s that time again – New Year’s resolutions – quit smoking, eat healthily, exercise more, drink less. There are many ways to succeed in achieving your goals, but sometimes we get so caught up in moving forward, that we forget about the past. Without reflecting on, and learning from the past, it’s important to understanding the present, and ahead.

So in celebration of what has been, before we move on to what will come, team Mutant has come up with a list of the headlines that made waves in 2013.

So here it is, we present to you: Mutant’s Top 10 News Stories of 2013

 

  • Little India Riot
    Reports of the Little India riot took a downward spiral to the blame game – rowdy foreign workers, lax liquor licenses, and tardy ambulances. Forbes delved a little deeper; suggesting that issues such as social discrimination may have triggered the anger.
  •   Anonymous Hacking
    While the Anonymous cyber protest against new licensing rules was not a democratic coup d’état,  it goes to show the lengths people are willing to go to be heard.

 

  • US Govt Shutdown
    It took me a while to understand what was going on, and when I did, it didn’t make sense. The leaders of the most powerful nation on earth couldn’t come to an agreement which led to a 16-day shutdown of the US Government leading to thousands. Childish anyone?

 

  • Introduction of Vine App
    Vine was introduced at the peak of GIFs’ widespread popularity. The app, owned by Twitter, allows anyone with a smartphone to create his or her own hypnotic video loops, and share it with the world
  • Syrian Civil War
    The harrowing after effects of the Arab Spring were mercilessly splashed all over the news. Vice ran an     article (under the pretext of an injured cat in Syria), shedding light on “Lens Young Homsi”, which documents the war in their hometown, Homsi, through poignant videos and photographs.
  • Facebook buys Instagram for 1bil
    It has been a few months since the lucrative acquisition, and subtle changes have been imposed- tagging friends in photos, and recently, “Instagram Direct”, where users are enable to privately share an image with friends – adds an enhanced social dimension to the app.

 

 

  • Nelson Mandela’s Passing
    The world mourned the passing of an incredible man responsible for one of the most incredible social and political stories of the past century. This tweet by @HillaryClinton summed it up really well. “Nelson Mandela was a champion for justice & human dignity, with unmatched grace. I’ll remember him as Madiba, truly an unconquerable soul.”

 

 

  • Breaking Bad Finale
    From the love-hate relationship we had with Heisenberg, the demise of the Mr White and Pinkman dream team and the terrible fate of Uncle Hank to the catchy twang of the opening theme, saying goodbye to Breaking Bad, was tough. We will definitely be looking forward to the prequel spinoff, “Better Call Saul” coming really soon (beginning of2014).
  • Dove Sketch
    Dove campaigns have always gone against the advertising grain of perfection, and focused instead on coming to terms with the beauty of reality. This sketch is no different; honest, poignant, and most importantly, a wake up call for women.

 

 

  • Blurred Lines (of Copyright)
    The salacious music video with topless sexpots prancing around may be part of a ploy to deviate from a more scandalous issue – Marvyn Gaye estate is suing Robin Thicke and Pharrell for copyright infringement – claiming that “Blurred Lines” ripped off Gaye’s “Got to Give up”. Have a listen to both songs and judge for yourselves.

Need help with your news? Drop a message to hello@mutant.com.sg 

Pitching Etiquette – how to approach media

Ah, Public Relations.

It has its perks. Scoring a cool client, brainstorming equally cool  and creative ideas for pitching and marketing angles, meeting colourful personalities (some of them becoming friends), the satisfaction of successful event launches, and ultimately, seeing everything you’ve worked towards slowly forming into tangible results.

But there is a dark side, one that many journalists will attest to – the act of pitching a story for coverage. The frustration is understandable. The incessant hounding, incoherently written press releases, and overfamiliarity, can be off-putting, especially if you’re on a tight deadline.

Let us understand a typical day of a journalist’s job – having to sieve through mountains of emails and pitches for a headline-grabbing story, research, fact checking, interviewing multiple sources, transcribing those interviews, and having to complete at least five to six stories at the end of the week (or day, in some cases).

How do they find their stories if not through contacts, and long, in-depth investigations and breaking news events? Often, it’s because a PR person passed it to them, helped them find the right people to talk to, and ensured they had the right images and interesting angles. Despite what we might say about one another, journalists do use press releases for content, the relationship between media and PR is symbiotic – we need each other to survive in the industry.

I was once the eager beaver obsessed about clinching the cover story. I would follow up (pester) aggressively, and had no qualms about being pushy; not realising that I may come across as insincere and unabashed.

So how do we pitch with grace? There is an art to the delicate craft, which is all about the finer details – picking the right words, and getting the across the right message in the press release, actually knowing your client or brand to be able to convince editors why they’re worth writing about, and giving alternative angles.

According to Social Media Today, and my fellow Mutants, there are a few points to bear in mind for an effective email pitch.

Know your brand, and the journalist or publication you’re pitching to:
Mutant Directors, Joe and Jacqui, used to be journalists from The New Zealand Herald, who affirm that there is nothing more annoying then an “irrelevant” pitch, “Don’t pitch a fashion story to a Food Editor or Foreign Correspondent. Save yourself a bit of time and do a little research to make sure that you are speaking to the right person.”

Keep it Short and Simple:
“Brevity is the soul of wit” – Keep to the point and get your message across clearly with minimum words.

Bullet points:
It can’t get any clearer than succinct, concise, and factual bullet points – a journalist’s dream.

Tone:
Nabeel, Mutant’s Communications Assistant, says that adopting a friendly tone when speaking with journalists on the phone helps, “Also be clear and stick to key points when explaining the reason of your call.”

Personalisation:
This is where ‘relationship building’ comes to play – make it a little special and address them by their names. Writers know when it’s a generic cookie- cutter blast. Make an effort to know them, and make small talk about an article they wrote on this week’s paper.

Jacqui says that it helps if you sincerely get along with the writers. Meet them up for coffee or lunch, “I feel more compelled to read an email from someone whom I’m already familiar with. Don’t bribe, or be too needy – be natural, as you would with a friend.”

According to Hunter PR blog, they loathe the question, “So have you read my email?”, so try an alternative approach when following up – offer new and interesting angles, or try and tempt them with……

Giveaways and Freebies!:
You don’t have to force things down their throat for coverage, there is a more passive and effective way for them to relate with your product or client, and offer their readers a reward. Have them review it; send them samples, run competitions and giveaways for their readers.

Following Up:
Daniel, Mutant’s Content Manager, thinks that following up in a timely and tactful manner will do wonders, “Give it a few days before calling to follow up. Be confident and prepared for whatever questions that may be thrown at you.”

Pace your flow of information:
Going back to the first point, keep your message short and simple – don’t reveal too much and try to whet their appetite. Once they bite the bait, furnish them with more details.

Journalists everywhere will start thanking you for this. (You’re welcome!)

Need help with pitching? Drop a message to hello@mutant.com.sg