Author Archives mesogio

3 reasons for failed pitches

If your media relations efforts are met with radio silence, you might be committing one of these mistakes. Here’s how to fix it.

Here are three common pitching foibles, along with how you can fix them:

1. Hogging the spotlight

Though you are writing a pitch to introduce a journalist to your brand and share why they should cover your story, don’t make the mistake of making it all about you.

Instead of touting all of your organization’s or client’s recent accomplishments and introducing outstanding new product offerings, make the pitch about the journalist and their readers. Share why your story will benefit them; you’ll be more likely to catch their attention.

2. Lengthy prose

It may take many paragraphs or pages to tell your full story, but writing a pitch is about spelling out the basics and teasing the journalist about the newsworthy qualities of your brand.

[RELATED: How to create shareable content by “newsjacking” breaking events.]

It’s best to leave out most of the information in favor of a few key details; if the reporter wants the full story, he or she will ask you for it.

3. Press release fatigue

A press release may cover all of the necessary information you are trying to convey, but they can bog down journalists who are looking for news.

Try pairing a press release with a quick email introduction highlighting its main bullet points and key takeaways. The reporter will appreciate you taking the time to craft a separate message and simplify the story.

Writing a pitch that’s only about you or your brand, drafting drawn out messages and flooding inboxes with press releases are good ways to ensure your emails end up in a reporter’s trash folder.

Source: 3 reasons for failed pitches | Articles | Home

  mesogio   Dec 04, 2015   journalism, media, PR/Media, press   Comments Off on 3 reasons for failed pitches Read More

The present and future of press releases. The year is 2015

“Press releases will evolve. When was the last time you read through an entire press release? Proofreading your own releases doesn’t count. Just as other forms of communication are changing, so are press releases. Look for visual content to further infiltrate press releases, as the standard text-heavy format become less popular in the coming year.”

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PRNews made seven predictions for the industry about 2015 not so long ago.
One of them was this – namely on how we are set to change the face of press releases in a (not so) big way this year. Whilst reading it I couldn’t help but think: “Well actually this is so 2012!”

Do you think you can say it better? – I hear my colleagues across the pond say.

Well let me try.

First of all proofreading your own release does count. The amount of errors journalists just about put up with equate to the amount of releases they delete as soon as they spot those errors. And we are talking about journalists who know their stats, their stuff and are generally sufficiently in love with their job – as much as they are with the written language they use – to care.

Ok I give them this: that visual content needs to form part of the new package of news releases. But why stop there?

Package the news inside a real story. Look at the stock market, read what’s making the headlines. Make your title relevant and importantly make it short and controversial (if your client understands the value of the sale). If they don’t understand the sale value – then it’s your job to sell that to them first.

Visual content is a lazy way of saying – generate more than just a photo. Whatever you do avoid using stock photos such as the one used in this article. So boring. Everyone has a camera nowadays whether its a DSLR or on your smartphone. Use those tools expansively! Think about your story and go for a walk (don’t forget the camera).

Even more interesting – generate a GIF. Plenty of online GIF generators exist out there so shoot a short video – perhaps of somebody testing out the product (if the release is about a launch, improvement et al). Here’s an example: Republicans Try To Sell Border Security Bills With ‘Little Mermaid,’ Jennifer Lawrence GIFs

Let me try to improve this. Why not, instead of a regular text based release with accompanying visual content – actually make the release in the form of a short video? No more than 45 seconds – encapsulating all the news that needs to essentially be released in the video. Except here you really need to do your storytelling and have a solid plan.  This one below isn’t too bad…

Remember 45 seconds of a journalist’s time needs at least 4 to 5 days of prep and research – add to that a day of execution and last but not least P-R-O-O-F it!

 

  mesogio   Mar 26, 2015   2015 predictions, PR/Media, press, proofreading   Comments Off on The present and future of press releases. The year is 2015 Read More

Game-changing disruption of the modern business world #WEARABLE TECHNOLOGIES…

23864933_mToday most of us have at least one mobile smart device. Specifically smartphones have had a greater impact on the business world than anyone would have ever thought. Important calls are now made on the go, colleagues situated in different countries are able to have regular meetings, apps have made managing your #smallbusiness seamless, and everything from sending emails to sharing documents is faster, easier and much more efficient.

We predict that the newest trend wearable technology, which begun its existence as a fun accessory, are rapidly starting to go viral. #Wearabletechnology, which was once to a degree forced to piggyback off smartphones, has used their formerly closed relationship to ingrain itself into the business world thereby making day-to-day operations even more effective. While some companies have started to look past a traditional watch design, others have instead embraced it with a fresh and professional look. The Moto 360 for example, which is now available in the UK, is primarily voice operated and can easily read messages and reminders on command. The result is a small, stylish accessory that completely replaces your smartphone. Predictions show that one in ten Brits will soon be buying into wearable technology.

The time may soon come when phones and tablets are a thing of the past, and the smart devices on which we all rely will sit innocuously on our persons, just like jewellery, creating an endless and tremendous stream of new business opportunities and possibilities to connect with customers, partners and employees.

In a nutshell, we strongly recommend that future marketing strategies incorporate this rapidly expanding trend and see wearable technologies for what they really are: a game-changing influence with the potential to utterly revolutionise the modern business world. Salesforce Wear provides a development platform that can be used for creating business apps for Android Wear, ARM, Fitbit, Pebble, Philips, and Samsung, as well as other devices. The platform empowers developers to kick-start the connection between companies and their customers creating powerful apps for wearable technologies.

To conclude if you want to boost your revenue catching customers on the go, as the possibility to easily pay and shop for products and services right from their wristwatch. Well all that is just around the corner. Sooner rather than later, an array of devices ranging from smartwatches to health gear and headphones. Almost everything will come with a working wifi or 3/4G connection and we will be fondly reminiscing of the days we only had desktops and mobiles/cells to worry about. Feeling overwhelmed, just take a Digital Detox Holiday 😉

Have a great week everyone!

By Sarah Block

sb1Sarah is our current intern. She is a highly motivated and enthusiastic individual, with a strong belief in the European Union and its vast economic, political and social benefits. Due to her profound interest in economic relations she will be defending her Master Thesis in Economics in July 2015 – with her focus being on the European Union as a global economic actor and key driver of global economic prosperity.

Sarah successfully graduated from the Open University London in 2013, obtaining her Bachelors Degree in International Relations. Thereafter she started her Masters degree at CIFE almost straightaway. The Centre international de formation européenne, is a postgraduate degree programme specialised in political, public and current affairs which are one of her strength areas and form a major genuine interest. Intense face-to-face weekend workshops have brought her to Berlin, Rome, Budapest, Istanbul, Nice and Brussels where she has met representatives of EU institutions, national decision makers in charge of European and International matters and experts from the public and private sectors gaining great insights into the working environment of these organisations.

Sarah is a native German. She is fluent in English and does have a very basic vocabulary in French. You can contact her at: sarah.block@mesogio.info

  mesogio   Nov 16, 2014   #Wearabletechnology, 2015 predictions, fashion   Comments Off on Game-changing disruption of the modern business world #WEARABLE TECHNOLOGIES… Read More

Future Marketing Trends 2015 – Part 2 – Mobile Advertising

bend phoneRevolutionising the way we communicate via Facebook has become part of our everyday lives offering yet another groundbreaking device currently shaking up the mobile ad scene – and set to continue to do so in the years to come. Watch out for its ad buying service, soon to become known as “Atlas”, which aims to make all things mobile at same time as resolving previous cross-platform problems.

We recommend that marketers fully embrace this new advertising platform as studies prove that consumers are spending more and more of their time either online or on their mobile phones. Atlas offers real-time and customer-based impact assessment across devices replacing cookies to gather information and track consumer behaviour. In the future customers will be targeted depending on “who they are” instead of “which websites they use”. Facebook owns and gathers users personal information and it counts on selling and feeding marketers ads to their users. In the coming months, Facebook will track users’ journeys across desktop and mobile monitoring while informing advertisers if a user has seen or clicked their ad.

Meaning that from now on, no tracking data will be lost. Marketers can now simply track and follow their users mobile impressions as well as desktop conversations enabling them to analyse which advertisement strategy works best for their products.

In a nutshell, we really recommend marketers look into further investing into and establishing their mobile advertising on Facebook and into using Atlas as a platform to create, buy, measure and optimise digital campaigns. And remember, Mesogio are here to help! 🙂

Be well!

By Sarah Block

sb1Sarah is our current intern. She is a highly motivated and enthusiastic individual, with a strong belief in the European Union and its vast economic, political and social benefits. Due to her profound interest in economic relations she will be defending her Master Thesis in Economics in July 2015 – with her focus being on the European Union as a global economic actor and key driver of global economic prosperity.

Sarah successfully graduated from the Open University London in 2013, obtaining her Bachelors Degree in International Relations. Thereafter she started her Masters degree at CIFE almost straightaway. The Centre international de formation européenne, is a postgraduate degree programme specialised in political, public and current affairs which are one of her strength areas and form a major genuine interest. Intense face-to-face weekend workshops have brought her to Berlin, Rome, Budapest, Istanbul, Nice and Brussels where she has met representatives of EU institutions, national decision makers in charge of European and International matters and experts from the public and private sectors gaining great insights into the working environment of these organisations.

Sarah is a native German. She is fluent in English and does have a very basic vocabulary in French. You can contact her at: sarah.block@mesogio.info

  mesogio   Nov 05, 2014   2015 predictions, advertising, apps, digital media, media, mobile, social media, Social Media Strategy   Comments Off on Future Marketing Trends 2015 – Part 2 – Mobile Advertising Read More

Future Marketing Trends 2015 Part 1- Personalised content

15763114_mTechnologies change fast and with them so do consumer demands.
Today companies have to learn to adapt and rummage for ways to delight, win, serve and retain their customers.
Here, at Mesogio, we believe that for truly wired customer centric capabilities that are overwhelmingly in tune with your audiences, a potent Real-Time Personalisation Strategy essentially needs to become the organisation’s compass. A fresh approach if you will that can match the customer’s expectations. Real- Time Personalisation requires the tailoring and delivery of messages and media based on known individual characteristics and likely future behaviours, delivered at the right time and on the right device.

Here are our four key recommendations on how to build an effective Real-Time Personalisation Strategy:

  1. Profound Interaction; you have to identify how your customers interact with your brand and which factors influence their decisions. To get ideas a hard look into the tactics of competitive companies is definitely a go-to approach. Thereafter a strategic plan and roadmap ahead should enable your company to execute your vision.

 

  1. Accelerated maturity; in order to keep up with the unprecedented speed of change in consumer behaviour and expectations take an honest look at your current state to determine which capabilities are needed to achieve the state of marketing personalisation outlined in your road map enabling you to quickly respond to the needs of your customers.

 

  1. Data update; you need the eye for and right approach to customer data integration. Audit all of your data sources and consider the best methods for consolidating them. Make your data ready and available for real-time and context- sensitive interactions across channels and devices.

 

  1. And last but not least; partner up and get help to implement the right Real-Time Personalisation strategy for your business! Make the crucial decision if you have the capabilities yourself or enlist partners that may wield the know-how and toolkits needed to make your goals a reality. Consider partners that add value and satisfy your needs. Scarce internal resources can significantly constrain personalisation advancement. Henceforth realistically consider the people and technologies necessary to achieve your goals.

By Sarah Block

sb1Sarah is our current intern. She is a highly motivated and enthusiastic individual, with a strong belief in the European Union and its vast economic, political and social benefits. Due to her profound interest in economic relations she will be defending her Master Thesis in Economics in July 2015 – with her focus being on the European Union as a global economic actor and key driver of global economic prosperity.

Sarah successfully graduated from the Open University London in 2013, obtaining her Bachelors Degree in International Relations. Thereafter she started her Masters degree at CIFE almost straightaway. The Centre international de formation européenne, is a postgraduate degree programme specialised in political, public and current affairs which are one of her strength areas and form a major genuine interest. Intense face-to-face weekend workshops have brought her to Berlin, Rome, Budapest, Istanbul, Nice and Brussels where she has met representatives of EU institutions, national decision makers in charge of European and International matters and experts from the public and private sectors gaining great insights into the working environment of these organisations.

Sarah is a native German. She is fluent in English and does have a very basic vocabulary in French. You can contact her at: sarah.block@mesogio.info

  mesogio   Oct 21, 2014   2015 predictions, 360 Solutions, brand, Communication Consulting, Marketing Support   Comments Off on Future Marketing Trends 2015 Part 1- Personalised content Read More

Best Smartphone Apps for Freelancers

Technology today is almost taking over our lives, especially if you freelance and have to do things “on the go”, wherever you may be! We seem to be on our phones constantly, but in order to minimise the amount of equipment we carry around with us, and optimise the time we spend on our gadgets, there are some apps available to enable us to do work effectively, so there is less to do when we return to the office. Free Wi-fi is available in many places and whether you’re sitting in a café somewhere or on a park bench in the sunshine, you can almost always be working at the same time.

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First of all, for someone who manages hundreds of passwords and websites, LASTPASS PREMIUM is a brilliant app, and even though you can get this free on a laptop, upgrading to premium for $12 is highly convenient, especially if you are constantly using your smartphone/tablet. It enables us to spend less time tapping in passwords and more time actually working.

If you manage more than one/two Facebook pages and Twitter profiles, HOOTSUITE is essential if you need to post your updates and information daily in all these different places. The sheer convenience of this social media management tool is worth the $5.99/month and better than similar apps out there.

SKYPE is another essential app for freelancers to call and IM customers, friends and family. It can be on your phone and laptop at the same time – for the sheer convenience of being able to see messages and calls even when you are sitting relaxing and don’t want to log on. It shows sent and received messages on both devices. Ideal to keep in touch with everyone all the time! For quick IM WHATSAPP is also a real jewel!

To accommodate all your email accounts in one place EBUDDY is perfect for this. It can accommodate all your instant message profiles and your emails in one place. This is a real timesaver and so handy!

To keep a tab on all your tasks/to do lists WUNDERLIST is a perfect app for this. Freelancers tend to juggle several balls at once, this is brilliant for keeping track of everything in once place quickly and conveniently.

Freelancers always need to keep a very close eye on the time, and maximise their concentration, so POMODORO is an ace app for this. Once you set the timer, you can focus entirely on the task at hand and know exactly what time you’ve spent on the job.

Accessing files easily and quickly is also crucial, that is why DROPBOX is another essential app to have on your smartphone and laptop. It enables quick and easy access to files when you are out and about.

Another definite must-have for all you freelancers in the UK, is JOURNEY PRO, as being a freelancer on the go, travelling is essential. Having this little gem on your phone enables you to plan your journey, times and map route before you set off, you have a good idea of where your destination is and how long it is going to take you to get there before you set off – brilliant for time management. WAZE is another useful travel app – featuring real time updates by the actual users – and lastly a Berlin based startup WAYMATE does a brilliant job at comparing travel plans Europe-wide!

Although some of these apps have a small cost, you can certainly save time with many of them, and as we all know “time is money”. Just be careful you don’t get into the habit of being constantly addicted to your smartphone. Even freelancers need a break sometimes!

Do you have a great app you use for Freelancing? Why not let us know!

 

  mesogio   Dec 16, 2013   2014 predictions, apps, Content marketing, digital media, freelance, social media   Comments Off on Best Smartphone Apps for Freelancers Read More

Content marketing for the new trends of 2014 – From catwalk to computer

Some of the worlds most well known brands have been around for over a century, proving that brand names and heritage are as important as ever.  However, whilst we are all aware of the big names such as Burberry, Louis Vuitton and Chanel, these high fashion brands have to move with the times and bring themselves into the constant competition for consumers in this digital age. One of the biggest concerns when it comes to marketing digitally is content. Keywords are so important for SEO and even the biggest brand might find themselves wanting if they don’t employ the best copywriters.  Take the article below. It reads naturally, is informative and well written, but if you look closely, is full of the keywords an avid fashion consumer will be searching for:

Untitled

That perfect androgynous look …

It’s always been around, either in the main stream or lurking in the margins of high fashion.  Designers and manufacturers have long recognised the appeal of combining a masculine tailoring style with the elegance of feminine fabrics.  Colours, textures, patterns and flowing artistic forms all merging into a spectacular look that can be subtle but also can be dramatic. It works both ways of course, with the boys adding a feminine touch to their everyday wear and the girls adding a sharply tailored man’s jacket to a light and floating dress.

Fashions in 2014 promise a new take on old unisex dressing ideas. Edgy tailoring techniques will be used to produce the ultimate in elegant androgynous looks. For example we will see girls in bright white, shirt-style dresses paired with a man’s blazer or long coat.  One up-and-coming designer describes this trend as duality.  It is masculinity and perversity played against femininity and innocence.  The overall effect though will be fun, making a bold but witty statement.

 

Ulitarian Chic

To some degree androgynous fashions redefine known concepts of gender.  When you mix masculine tailoring with feminine textures and colour you get a kind of utilitarian effect that can please all and can look good virtually anywhere.  It can be a timesaver as well.  Thinking of a formal, red-carpet kind of occasion a woman can pair some simple, classic styled trousers with a perfectly tailored tuxedo jacket and be ready to go in a lot less time than she would normally take to get ready.

There are a lot of Savile Row style tailors in the market who are catering for both men and women.  The precision fitting that men have always been used to is now being enjoyed by women in ever-increasing numbers.  They appreciate the crisp, just-right fit as much as, or even more than, the men.  Trouser suits are very much following the trend towards what some describe as the pared-down aesthetic.

It seems that many people in 2014 will be striving to achieve that perfect androgynous look.  It’s not a new idea but the stylish cut and design of the clothes will be something unique in fashion history.  While there will be plenty of choice on the ready to wear hangers the really good stuff will come from the made-to-measure sources.  Customers should not be afraid to show the tailor pictures of what they have in mind as the prime object of tailoring is to make you look absolutely fabulous.  An expertly cut suit will match not only your body contours but also your personal style and the ultimate aim will be to create something that endures and is not just a passing fad.

 

Using these sort of keywords in your content with links to other sections on your website is a fabulous way to achieve readable, persuasive content and increase your SEO at the same time. It’s a win-win situation. Increase your market share by following this trend in 2014, and you will certainly be helping your brand flourish.

 

  mesogio   Dec 03, 2013   2014 predictions, brand, Content marketing, Copyediting, Copywriting, Marketing Support, SEO   Comments Off on Content marketing for the new trends of 2014 – From catwalk to computer Read More

Forget the Consumer

‘Consumer’ is a bad name to call people. Tomorrow the world looks more like ‘champion’. People have to champion your brand,not just consume.

Calling people consumers undermines their power.
And they can also destroy you.

‘Brand’ is a bad word too. It’s your company. Because BRAND is associated with branding. People are not cattle/herds/animals.

Forget the CONSUMER.Forget the BRAND

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  mesogio   Jul 21, 2013   brand, humour, Marketing Support, simplification, social media, Systems thinking   Comments Off on Forget the Consumer Read More

Clean and original content marketing

Ensuring our organisations speak in clear, plain and meaningful language is vital for the business world. And fashioning out compelling content conducive to action – or leading audiences to making a decision (purchasing, informing, sharing) – can be a daunting task with the multitude of digital services out there today.

Content Management

Content Management

Crisp and unmatchable content will drive your organisation to grow in a number of ways. Namely to boost dialogue, build brand awareness, capture data about users and to elevate your social presence.

Yet not every type of content provides a set match to your specific wants and needs.

So here is a short overview of some of the most common kinds of copy and how they can help.

 

News stories

Often the bread and butter of many organisations’ content marketing strategy, custom news stories are a fantastic way of keeping your readers up to date with industry developments and company announcements.

Having monthly, weekly or daily news on your website (and the more frequent the better) ensures your business stays fresh and people keep coming back for more.

Not only does it show that your company is constantly growing, it tells your potential customers that you have your finger on the pulse with industry issues.

How often have you visited a company’s website and seen they’ve not updated their news section since 2009? This comes across poorly and is terrible for improving search rankings.

 

Whitepapers

Whitepapers are authoritative reports or guides that help readers (and potential customers) understand an industry issue or problem – ideally, a problem that your services can solve!

Running into thousands of words and requiring extensive research, whitepapers are designed to show your business as a thought leader in the sector, building trust within your brand.

As whitepapers are usually available as a downloadable file, an added benefit is that you can enhance lead generation by asking people to leave personal details or sign up to your newsletter.

Furthermore, whitepapers can be shared among parties – extending your exposure far beyond its original capacity and reaching new audiences.

 

Blogs

Whether you have an interesting weekend hobby or are the head of a multinational organisation, chances are you’ve considered writing a blog.

More often than not, the initial good intentions and enthusiasm for the project fall by the wayside and you can go weeks or even months without posting.

However, businesses that do this risk losing an excellent opportunity to bring a more personable approach to their brand and build an authoritative reputation.

Not every business can utilise whitepapers, and blogs provide a space to give reviews, analyse ongoing industry debates, discuss developments and much more. A well-implemented keyword strategy does all this and boosts your rankings.

 

Interview-based content

As the name suggests, this type of content is put together after interviewing a person of interest to your company.

This can be internal – all the way from the CEO down – or external, such as clients, customers and industry commentators.

The primary benefit of interview-based copy is that you can be certain that it is unique content; written from quotes and information provided by the interviewee rather than taken from a media release or blog.

Not only does this improve your search rankings, it enables you to tackle issues that are most important to your company – which can be particularly useful if your business operates in a sector that is rarely covered in the news.

It can also build relationships with your staff, clients and customers, as they may feel honoured to be given the opportunity to give their views.

 

Summing up

This is just a sneak peak at the types of content available as part of a content marketing strategy and there are many more, including press releases, landing pages and social media contributions.

If you are looking for the best combination of content areas for your business, please get in touch with Mesogio. We can help you to build an effective and detailed plan based on original content and your specific requirements.

  mesogio   Jun 14, 2013   digital media, Digital Media Production, editorial, Marketing Support, PR/Media, simplification, social media, Social Media Strategy, Systems thinking   Comments Off on Clean and original content marketing Read More

Instant, intimate and intrusive

Companies are increasingly faltering then failing on the digital communications front while they cling on to an outdated concept of corporate comms as enshrined by the precious company policy line.

Seeing the forest for the trees

Seeing the forest for the trees

The jig is up. The curtain has fallen and we’ve caught you with your underwear down.

By its very nature social media is instant, intimate and intrusive. Whether or not they perceive it as a help or a hindrance, companies need to recognise that social media is a force to be reckoned with and consumers will not back down.

Recently, Groupon co-founder and chief executive Andrew Mason sent an email to the organization’s staff to announce that he was leaving, he clearly didn’t hold back; “After four-and-a-half intense and wonderful years as CEO of Groupon, I’ve decided that I’d like to spend more time with my family. Just kidding – I was fired today.”

Refusing to tow the line, Mason must have left the comms team in a head spin, drafting out all sorts of press statements and running things through legal quicker than you could say ‘Fired!’

Mason’s story is one of intrigue. Even if the former CEO doesn’t go down as a martyr in his cause, he certainly held up a mirror to the nature communications. As communicators we have a duty to present a company in its best possible light, however, the way communications is developing, particularly social media, businesses can no longer seek shelter behind the rehearsed and exhausted company line. Consumers appreciate that things may not always run smoothly but more so they appreciate honesty.

Business leaders and chief executives are finding themselves becoming the face of their brands. Whether or not they were dragged to such echelons kicking and screaming, that’s where they are and they must embrace it. Social media doesn’t allow for a retraction or a quick delete. There is always someone watching or waiting in the wings for an answer. So give them one. Acknowledging weaknesses is a way to maintain integrity and more so a human face behind all the corporate speak.

Trying to subterfuge your way through the public domain should be left to the spokespeople over at the European Commission – Businesses should not expect such nondescript reactions. Take for example, the mass firing that occurred at HMV earlier this year, angry workers were tweeting live from the HR office; “There are over 60 of us being fired at once! Mass execution of loyal employees who love the brand.”

HMV maintained the usual corporate game-face through its administrators Deloitte who echoed doleful words of regret that “such decisions are always difficult and that it is a necessary step in restructuring the business to enhance the prospects of securing its future as a going concern.”

The response was met with customers who commented that they had no sympathy with HMW for the way they’d dealt with their employees and even going so far as to praise free-streaming and illegal downloading of online material.

Corporate communications has helped companies to save face in tough times, however, in these times, companies must not fail to realise they are dealing with a consumer with a lot more tenacity and digital tools than ever before.

 

 

 

  mesogio   Mar 21, 2013   digital media, infographics, journalism, social media, Social Media Strategy   Comments Off on Instant, intimate and intrusive Read More