We’ve still ‘Gotta Have Faith’

I wrote this blog some time ago, I edited it following the death of Irish republican Martin McGuiness (former First Minister of Northern Ireland) and ultimately decided to delete it. As my ex-boss of Silk 106.9 told me stay clear of politics and religion some very sound advice but following last week's terrible attack at the Manchester Arena it felt appropriate to speak out.

I visited Northern Ireland in 1998 as part of my English Literature studies. Seeing this beautiful country with my own eyes that I’d heard so much about growing up and visiting Stormont Castle was an experience I’ll never forget.  Although I was only 16 I do recall the Manchester bomb on the Arndale Centre it was a major event in my home town. There was a 90-minute warning which meant there was a chance to evacuate the area however there were still some injuries but no deaths. The Arndale Centre was rebuilt and is even bigger and better than it was before.

6th Form trip to Stormont Castle

The events of this week have left me feeling cold an attack on our youngest individuals just feels impossible to comprehend. I have many happy memories of visiting the Manchester Arena and have even saved tickets stubs from events I’d attended as a young teenager. Bizarrely I had woken up in the small hours of Tuesday morning and as we all do checked my phone and saw the news I felt compelled to find out more and sat watching the news for many hours listening to stories from people not just from Manchester but all around the country particularly the North. All week I’ve tuned into the news as more and more details of this tragedy unfolded. Through Facebook I have heard many, many, stories of people who were there. I was even talking to a lady at a networking event last week whose daughter was there I do hope she is okay.

Concert memrobilia

I’ve read with shock some of the comments of my social media ‘friends’ who are expressing their feelings and felt quite distubed by some of what I’ve read. I understand people are angry/upset/bewildered etc. but this is not a time for us to divide it’s a time for us all to unite irrespective of what faith you have. Some comments about immigration policies have really struck home as both my parents are immigrants a word which has such negative connotations now but as I explained in my sticks and stones blog an immigrant by definition is “a person who has come to a different country in order to live there permanently” Source. 

In my parents case and the majority of immigrants this is their home and they love it. I have moved to a foreign country with my work when I worked in Singapore as a Marketing Manager but I was an expatriate not an immigrant I was overwhelmed by the hospitality I was shown by Singaporeans the pride they had in their country and how multicultural it was I was very sorry to leave.

My degree in Media, Communication and Cultural Studies was a natural progression from my love of English Literature. Deciphering the hidden themes and messages in the works of Shakespeare, Keats and the seminal work of Brian Friel’s ‘Translations’ truly struck a natural chord with me. This interest in unravelling the subtle meanings in text has stayed with me. If we are what we eat the same can be said for the media, we ‘consume’. By media I’m talking in broad terms to include songs, magazines, movies, films, radio, TV shows, social media even the nursery rhymes we sing to our children.

BookTrust nursery rhymes

Despite being a hit record I struggle to listen to Richard Ashcroft’s ‘The Drugs Don’t Work’ as I find it upsetting – I think that is the intention as he’s writing about his father’s death. “The chorus, and title line, 'The Drugs Don't work, they just make you worse' has double meaning; the drugs being given to his father not working and seemingly making him worse, and the undesired effect of drugs being taken to block out the pain of losing your father.” Source. I always interpreted it to be about a friend who was receiving treatment for depression and died, that’s the beauty of art it’s open to interpretation and means different things to different people. Since the untimely death of George Michael  I have had his catchy pop tune ‘Faith’ stuck in my head. The opening chords on the church organ with religious connotations and the conflict in the lyrics – it’s very Northern Soul.

In ‘Faith’ George Michael explains his struggles with a partner someone he cares for but can’t be with. ‘Faith’ was released in 1987 however he wasn’t openly gay until 1998 when he came out during a CNN interview. In the interview, he explains that the songs he wrote prior to coming out were indeed about relationships with females with his later works he says they were about gay relationships. His choice to quietly get on with his now well publicised acts of philanthropy with no need to receive credit shows he did have faith in his life. What faith that was is immaterial.

Now I’m purposely skating around the contentious issue of religion even more so following Monday night's attack. But it’s true you do have to have faith however it manifests itself be it Yoga, Church, Meditation or Buddhism the list goes on and on quite simply Faith to treat other as you wish to be treated. With so many choices available we have the choice to pick a faith which most closely matches our idealisms. What unites all these things is the ability to have time for thoughtful reflection.

Have you ever seen a toddler throw a tantrum? They almost always go into the Yogic stance ‘child’s pose’ so over-whelmed by emotions that they don’t yet have the skills to communicate they go into a slightly meditative state. We are advised to put our children in time out if they misbehave. This gives them an opportunity to calm down and think about their actions. In today’s stressful world we could all probably do with taking some time out! Let us not confuse any religious belief with extremists which is “someone who has beliefs that most people think are unreasonable and unacceptable” Source this is a totally different thing.

Traditional Irish music

The same can be said for Faith, in most faiths' there is an element of singing, singing allows you to express your emotions. Humming when you’re in a good mood or listening to a sad song when you feel down. Music is a powerful medium. I feel that George’s words have even more meaning considering last week’s terrible events we all need to have faith. Faith that we will get through this and come back stronger than before. I’d like to take this opportunity to offer my deepest condolences and thoughts to all affected by Monday nights terrible attrocity.

 kiesha@iconmarketingcommunications.co.uk or 01625 533102.

Privacy issues and the scourge of the loyalty scheme

Firstly, as I write this blog the irony has not escaped me a marketing professional complaining about loyalty schemes and privacy issues published on all my social media channels but that’s my choice. You’d be right to call me a hypocrite but please bear with me. There are two types of loyalty scheme the less sophisticated stamp collection where generally you don’t have to provide any personal details and the more complex credit card style ones where you ‘sign up’. I think Boots where the first to come up with a points scheme and there’s no escaping the fact it’s a good idea. Capturing data about your customers purchasing habits has limitless potential. I’m pretty sure the online ‘supermarkets’ I use send me specific deals based on my purchasing habits.

I don’t mind too much the basic loyalty schemes where you get a stamp each time you visit and get something free after a nominal number of stamps. I’m sensible enough to see the benefit of this. I also have no issue with the more complex ones in theory. It’s the way its collected that I probably have the biggest issue with I’ll explain more shortly. Most major and minor retailers have their own loyalty scheme and smaller businesses are also following suit. The fact is that everyone wants to get hold of your data. Your personal data is like gold dust to a retailer, restaurant, B2C or even B2B enterprise for that matter. Since setting up my business and utilising free listing I get several sales calls everyday selling me business related goods. Its got so bad that I tend not to answer the landline as I’m certain it’s a sales call – could I be missing out on a vital lead?

 I now have in my purse cards with John Lewis, M&S, Waitrose, Paperchase, Boots, Superdrug the list is endless. This is just the big hitters everyone wants to get a hold of your data.

Here’s why I find it so annoying;

1.       My purse is now so full of loyalty cards that I struggle to find my debit card quite an issue when you’re in a rush

2.       I have an unusual first name and my surname is not spelt the conventional way so lots of spelling out and repeating required – (not ideal when you’re in a rush)

3.       This issue is probably only specific to me as my husband always reminds me to use my “indoor voice” but I’ll admit I’m quite loud probably why I’d found myself drawn to the world of radio people often say I have a voice for radio. But when you need to verbally give out your name, email address and postal address in a busy store to sign up to their loyalty scheme and there’s a queue of people behind you I often decline for fear of others overhearing. It’s almost as bad as when you pay for something over the phone and the person you’re speaking to repeats back your card number.

Each loyalty scheme has its own merits but it’s just so overwhelming as a consumer. I never got around to activating my John Lewis card and I have spent a small fortune in there since becoming a mother. I suppose what I’m saying is that It comes back to the same problem time. I’ve singled out email here but text message campaigns can be equally annoying my local pizza takeaway which I ordered from once would text me every single Friday without fail with a special offer (probably the same one I got bored of reading it) there was no opt out option so after several months I had to call them to ask them to take me off their list. The DMA (Direct Marketing Association) has a code of conduct that must be adhered to for members but individuals don’t necessarily have access to this information.  When I worked at Space and Time Media we had to follow their guidance to the letter when handling data I learnt a lot during that time.

Of course, I understand the merits of all the above activity but if you get it wrong you risk alienating your customers so be wise about how you use your gold dust. So, there it is my feelings about loyalty schemes do you agree? I’m not saying don’t use them just be mindful of the fact that with information comes great power.

If you’d like to talk about any aspect of your marketing communications, feel free to get in touch kiesha@iconmarketingcommunications.co.uk or call 01625 533102.

The Death of the High street – when is cheap too cheap!

The proliferation of the internet has meant you can buy almost everything you need online. This is an ideal scenario for time poor and inevitably cash rich individuals however it comes at a cost. I must admit I do my weekly food shop online and have done ever since the birth of my first son. However, in recent months I have become disillusioned by the poor-quality fruit and vegetables and the larger than desired portions which means high wastage. Not to mention heavily packaged items such as meat and some fruits.

If you pick your own fruit, vegetables and meats you’re likely to pick the best of the crop and exactly the right amount. I’ve recently stopped ordering my fruit, vegetables and meat from my online retailer and have decided to source them from a local greengrocer and a farm shop respectively. Here lies the problem though there are hardly any butchers or greengrocers near where I live. We’ve created a country where it is not profitable to operate these businesses as too many of us opt for convenience.

The growth of courier services has meant you can buy many items online and in some cases, receive it the next day. I’ve even received deliveries from Amazon on a Sunday (originally the day of rest).

**Updated**: I actually received a delivery today on Easter Sunday.

The possibilities are endless in my opinion Tim Berners-Lee has created a beast. But with development comes many complex issues the Royal Mail for example (the original delivery service) has seen a drop-in profit, in November 2017 BBC News reported; “Royal Mail shares have fallen after the company reported lower profits and increased its target for cost savings.

Its shares slid 7.6% to their lowest level since March, and the company was the biggest faller on the FTSE 100, the UK's main share index.” Source. The drop-in profits was blamed on fewer people sending letters and why would you when emails are far more convenient and instantaneous. But the service the Royal Mail provides is personal you often see the same postman ours even says hello when I see him on his rounds. What can be more personal than someone you don’t know who knows where you live?

In terms of advertising the Royal Mail leafleting remains the only way to ensure 100% penetration to any given area when leafleting. This can be crucial if you’re looking to target apartment owners or homes in rural locations.

Other courier services have often left my packages in unsecured places just so they can get to the next drop even when I’m in. The pressure to fit in several deliveries in a narrow time-slot means they often don’t have time for unnecessary small talk or at times even ensuring you've physically received your item. We’ve all heard stories of packages being left in a ‘safe place’ by a courier such as a wheelie bin. I recently received an expensive order of wine which was left in the porch of my block of apartments.

The same can be said for internet shopping yes, it is cheaper and more convenient but it does come at a cost. I recently bought a brand-new swimming costume from eBay it was much cheaper than other ones I’d seen and was exactly what I was looking for so I happily ordered it – what could possibly go wrong? It wasn’t until it arrived that I realised it was shipped from China. Unfortunately, it was far too big so I’ve ended up sending it back at a cost of £7.72! This is bad economics on an item which cost just over £10. If only I’d visited a local store they would be grateful for my business and I could physically see/try on the item with returning it if needed much more straightforward.

High street stores suffer from many setbacks expensive rents, business rates, poor parking for customers, out of town one stop shops to name a few. However, we should support local businesses. After all, if you don’t use it you’ll lose it. I am passionate about supporting local businesses and have a large toolkit of ideas to create the desired results for local ventures. If you’d like to have an informal chat, please feel free to get in touch kiesha@iconmarketingcommunications.co.uk or 01625 533102

Bad Reviews

In today’s modern age there are so many ways to share news both good and bad. With news outlets now available online it’s much more difficult to eradicate bad news. Before visiting a restaurant, I always check their reviews one or two bad reviews can be taken with a pinch of salt but several negative reviews with a running theme will make me think twice about visiting. The easiest way to avoid bad PR is to not do anything wrong however this is much easier said than done. Our freedom of speech and ability to write bad reviews on Facebook, TripAdvisor, Google+ etc. can be a thorn in the side for any business to consumer enterprise.

Credit: Compton Harry Photography, Flavour of Jamaica

Writing a negative review about a restaurant, attraction or shop can be done in minutes and left for all eternity on the world-wide web. People often find it easier to leave feedback in this way rather than speaking to the proprietor directly. B2C enterprises rely on their staff to be successful but we don’t always get things right. So many mitigating circumstances contribute to a positive customer experience. Unfortunately, it’s not always possible to get things right.

So how do you combat a bad review? I’ve had countless discussions with clients on what to do with a bad review. The best way to turnaround a bad review is to acknowledge it and engage with your customer. This doesn’t mean entering into a heated debate after all the customer is always right. Instead invite your customer back and ensure they have a positive experience. One which they wish to share with friends and family.

Ignoring a bad review aggravates the reviewer and sends out a message to others reading it that the reviewer is right and that you don’t care about your customers. Some of my most loyal customers at Gusto where people who had previously left a negative review or provided feedback to the restaurant. Listening to your customers and dealing with negative reviews are the best way to build a loyal customer base. B2C business development is reliant on word of mouth so what better way to grow your business than using your customers.

If you would like to have a chat about your business development opportunities, feel free to get in touch kiesha@iconmarketingcommunications.co.uk or 01625 533102.

Sticks and stones may break my bones but words will never hurt me…

…so goes the saying but this is not true words are one of the most powerful weapons we possess. Words just like weapons can cause a great deal of harm in the wrong hands.

Here are some words which do hurt ‘Coconut’ a term used to describe someone who is black on the outside and white on the inside. Coloured the name of the setting on my washing machine I most frequently use. Coloured is a term inadvertently used by many to describe a certain ethnic group Benedict Cumberbatch can attest to that!

Immigrant according to the Cambridge Online Dictionary:  is ‘a person who has come to a different country in order to live there permanently’. Yet when you think of an immigrant in this day and age all you hear is negative things. Is it any wonder we have extremist hate groups?

Interestingly expatriate or expat according to the same dictionary means ‘someone who does not live in their own country’. Expats create their own groups to socialise with and generally make little effort to extend beyond that. I guess because they know they won’t be staying there for long why bother making friends? I was amazed to find an Irish bar and even joined belly dance classes in Singapore. I was the worst in the class but it did give me the chance to socialise with native Singaporeans a group predominantly made up of Chinese, Indians and Malaysians and tune my ear to Singlish - colloquial Singapore English.

The westernised restaurants were nowhere near as nice as the multitude of local restaurants, cafes and in particular food courts I found in Singapore. Particularly Two Faced which by day was a traditional eatery serving traditional Singaporean food and buy night it sold the best pizza’s and craft beers I’ve ever sampled. The food courts were mainly frequented by locals who would all get together every Sunday as a family showing respect for their elders by calling them Auntie and Uncle. I remember on one such trip meeting a gentleman only known as ABC John (ABC was his favourite beer!) he was delighted to meet an English couple and insisted on buying us round after round of drinks.

But what made Singapore so special was the tolerance and respect shown to each ethnic group. Singapore has some of the lowest crime rates in the world. According to UN data, Singapore has the second lowest murder rate in the world (Data excludes tiny Palau and Monaco.) Only 16 people were murdered in 2011 in a country with a population of 5.1 million (Source) The Irish bar only appealed to a minority demographic but it was still there and nobody seemed to mind.

There are many Facebook groups which can unite people with similar interests but in the same token divide. For example, I am a member of a Peep Show Quotes group which I check out when I fancy a laugh. I’m currently a member of another group set up for expats in Dubai as my family were considering a move abroad. I joined it to be able to see what life is really like there and have found some useful information but some posts about ‘how much do you pay your maid’ and talk about selling/buying their water cooler as the local water is allegedly not safe to drink get quite waring. I wonder if Zuckerberg realised the social implications of allowing people to break off in separate groups in this way?

I showed my three-year-old son a picture of a map to show him that his Dad was currently working in China he looked at it and said “it’s just one big jigsaw”. Looking at life through the innocence of a child’s eyes is so much nicer but with all the issues in the world it’s easier to divide people so we can have a moan in our separate groups about another group.

Here are some other labels which can be quite damaging and stigmatising psychosis and bipolar. A term/label to describe someone who has a mental illness. Stress on the other hand is a perceived term and means different things to different people. ‘I’m stressed’ because I forgot to bring my carrier bags to the supermarket or ‘I’m stressed’ because my son nearly died of meningitis. ‘I’m stressed because I forgot to go to the bank on my way to a soft play centre and had to pay an extra 30p every time I bought a bottle of water which I needed because I was stressed’. This language is relatively new and not fully understood by all. We need to be more caring and sensitive and remember just because you’ve not heard from a friend for a while that they may be trying to privately deal with their own issues.

When you’re stressed/excited it can affect your hearing meaning that you get louder. Stress can also make you very talkative have you ever heard the term ‘you can’t get a word in edgeways’? you were probably talking to someone who is stressed.

Someone once told me we have two ears and one mouth and that’s the ratio we should try to use when communicating. Just remember everyone has their own problems so be careful with the language you use and always be kind. Language is a powerful weapon and should be used carefully at all times.

kiesha@iconmarketingcommunications.co.uk or 07979 940526