Blackberry Crumble then Sell to Amazon?

Following an extremely disappointing year, Blackberry are consulting with Hanover, despite a pitch from Edelman, in an attempt to help build links with Whitehall, Westminster. Open Road who previously covered their PR declined a repitch to hold the account and perhaps they were leaving a sinking ship. Morgan Stanley downgraded the RIM stock which resulted in a nine year low in value. Blackberry Messenger or BBM was also found to be widely used by looters during the London riots and so representatives were invited to consult with the Home Office over ways to tackle crime through this medium. This has gave RIM extra press but perhaps not for the right reasons. They became the face of criminal interaction with a stigma from their market.

"BlackBerry Messenger was what kept RIM alive if I'm honest," said Roberta Cozza, research director at Gartner. "In emerging markets and in the UK, it was the reason why certain segments of the population, particularly the youth, bought BlackBerry handsets."


"Analysts at Morgan Stanley were scathing. RIM is "essentially broken", they claimed, and the only way it will remain "a viable entity" is "at a fraction of its current size". "


The Blackberry internet blackout incident which caused a loss to businesses in Latin America, Europe, India and the Middle East caused reputational damage to RIM that they haven't seemed to recover from. This was tipped to be the beginning of certain destruction.

Whether or not that is the case, it is clear that Blackberry are in trouble and in need of some drastic action. This will all serve as a severe wake up call. The new brief which is pipped to consult with Brussells and other European countries will certainly be targeting survival tactics. The hearsay that it's handset division will be up for sale will be cleared up soon enough, they may sell the entire stock. Facebook and Amazon are potential buyer but it has been hinted that interest will depend entirely on their patent portfolio. There have been suggestions that Blackberry will focus on its email and messaging networks. And so now we await the release of the forthcoming smartphone Blackberry 10 and the future decisions thereafter.

"In the three months to the end of December, RIM posted its first ever quarterly loss of $125m. It is expected to reveal further losses on Thursday, when it books a $1bn writedown on stockpiles of unsold smartphones and tablets."

Cameron Slams Carr, Farrow Rescues Him

Following last weeks tax avoidance scandal involving Jimmy Carr came a very uncharacteristic solemn and genuine apology - no jokes. ITV revealed that Gary Farrow, the Corporation Chairman had told PRWeek that he had personally advised Jimmy on how to handle the situation. Farrow who is an experienced entertainment PR advisor said this, "You’ve got to deal with it and take it on the chin. We’re working around it. It’s going to plateau out - he hasn’t taken drugs and he hasn’t been caught with a hooker. He hasn’t broken the law."

So if he hasn't done anything majorly wrong, why the big apology?

Most people would agree that if they were offered an above board tax avoidance scheme that they would take it. The issue stems from the fact that while people all over the country are being laid off, including medical care professionals, whilst many others are not paying their tax. In this economic climate we must all be responsible and arguably this the Jimmy Carr tax avoidance may have been overlooked if we were facing better times. The inexcuable approach to the apology by Carr as advised by Farrow though has been an excellent judgement call and mitigated much of the bad press.

David Cameron jumped on the band wagon and branded the scandal as "morally wrong" just days after leaving his own daughter in a pub. The comments about Carr, which did not mention the Gary Barlow tax avoidance scandal have become somewhat of a headache for Cameron. He has been accused of diverting attention from the G20 summit by slamming Carr, and also of hypocrisy. Not only in his moral judgements over another, despite his own recent public embarrassment, but in his single minded view of taxes.

If we refer back to the budget this year you will remember that during Ed Milliband's speech regarding the millionaires tax, where hundreds of the upper classes enjoyed tax cuts, that Cameron refused to comment on how many of his Cabinet members were to benefit. He has condoned millionaires tax cuts on one hand and condoned it on another. Carr being a Cambridge graduate, you would have thought Cameron would have gone easier in him. This begs the question, what purpose did his comments serve?



The Truth Has Become Everything In Advertising

On Wednesday Sue Unerman published a story for the Guardian entitled "Do consumers care whether brands tell the truth?" Her resounding answer being, absolutely."Of course consumers care about truth. We all do. So the best way to sell stuff to them is to tell them the truth. Half a century ago David Ogilvy said: "The consumer is not a moron, she is your wife"."


Unerman details how brands have put spin on the truth and "creatively" detracted from it. So yes the truth has become more and more important to brand integrity and this is something that marketers should be aware of. For her, the brands that are adapting well are showing this and as so too are the brands that are not.

But how important is the truth to well established brands?

I would argue that an advert depicting a gorilla playing the drums to a Phil Collins track will not put chocoholics off their favourite Cadbury's treat. Neither will dancing eyebrows. The fallacy in advertising of non sequitur, ie irrelevance in connection between the advert and the product, has become common place and acceptably so. These adverts are absurd yet entertaining and the brand is at a point in its growth that reputation is maintenance based. This is the exception to the rule.

So what about new or little known products?

The answer is as Unerman suggests - the truth, the whole truth and nothing but the truth. Paramount to building brand reputation is consumer respect. In today's social media dominated world, advertisers should not risk upsetting consumers by making false claims about a product or putting "spin" on the facts. The effect of losing one customer can roll over to initial sales in general once the disappointed shopper takes to Facebook to warn others. And as we know bad press can go viral like wildfire, just look at the Jimmy Carr tax scandal which was all over Twitter within minutes.

Old newspapers are not archives and forgotten like the old days,where reputation had a better chance of recovery because not everyone had seen that article. Online papers offer database archive search and so information is accessible and living forever. The Guardian has embraced the new truth based media arena with their "Open Journalism". Their new style of reporting is interactive and gives readers a chance to comment. This means that it is not only the journalists point that we have access to, and this further strengthens the sense that truth and integrity is becoming everything in media and advertising.

23% Of PR Interns Are Still Unpaid

The payment or lack of for PR interns is frequently discussed yet nothing seems to change and the figures speak for themselves. Public Relations is one of the most desirable graduate careers yet one of the most difficult to get into due to the widespread unfairness many interns face. It is now estimated that around 23% of interns receive no payment at all and only 28% of intern wages meet national minimum wage.

"Ben Lyons, who is co-director at Intern Aware, a campaign focusing on promoting fair access to the internship system, said the survey provided proof that PR has ‘an unpaid internships problem’.
‘Interning is becoming essential for graduates looking to get a job in PR and where these positions are unpaid, graduates who can’t afford to work for free are priced out,’"
 http://www.prweek.com/uk/news/1137165/demand-action-intern-pay-pr-industry/

Many internships in London offer zone specific travel expenses and lunch. What this means is that for such positions to be a possibility, the intern will preferably live in London and have parental support or financial backing of another kind. The long road ahead may be disappointing and long with no guarantee of a position post internship. Its fiercely competitive and without any promise of fruition. The Trade Union Congress suggested one in three interns were unpaid back in 2010. When that data is viewed in the light of poor or minimum payment there is a marked increase in the number of desperate, out of work graduates who are being are exploited. The recession has certainly influenced the appeal of free labour.
http://www.guardian.co.uk/business/2010/mar/26/interns-unpaid-work-tuc?INTCMP=SRCH

The PR industry has also been criticised for its lack of diversity. What we are seeing is a trend apparent in many other city centred careers, such as the legal profession. Barriers keep a tight net of who is allowed in. Graduates from affluent background have the easiest access to opportunities whilst the working class struggle to get onto the career ladder, up to their necks in student loan debt. The white, middle class glass ceiling is yet to be broken. As the old saying goes, nobody is prevented from having tea at the Ritz, but that does not mean that everyone can. It's about time the government took hold of internships in general which may be illegal as well as tremendously unfair.

England Euro 2012. Different Publicity, Different Attitude.

Following accusations of a nonchalant attitude, the FA's more open approach to a code of conduct has show the England team in a different light. Following a seven player trip to Auschwitz in which there seemed to be a genuine move in emotion, seems to have reminded the players that the are, as Roy Hodgson has reminded them, "part of the wider world".

But this time the England players are being the 'good tourists' so desired by the FA. The headlines have focused on footballing issues such as the omission of Rio Ferdinand.

The lack of focus on the behaviour of the England squad and of the WAGs has been an entirely different approach to publicity, one that is much healthier. The team have notably been staying in more open accomodation as opposed to secret retreats. The headlines have been centred on football issues and it would seem that the drive away from sensationalism has had a positive effect on the boys. They are behaving like model tourists and hopefully the more humble and real travel experience is a reflection of their minds and motivation; concentration on what is important!

Intellicig: New Agency Search for E-Cigarette Brief

CN Creative, the makers of the brand Intellicig are amidst a search for an agency to help take their product further. The brief will be entrusted to an agency that understands the unique position of the brand. CN Creative are the top sellers in the electronic cigarette arena and are keen that their marketing and publicity is handled correctly. The UK government leans towards support for the devices and is looking to "nudge" on  social impact. This is headed by The Cabinet's behavioural insight team and involves the agenda pushing on society of new practises that are beneficial once adopted. Nudging has previously occurred with encouraging people to fill up with unleaded petrol instead of leaded and also the use of seat belts. Usually " social norms" result from nudging in time; when sucessful.

"Now the unit wants to explore and encourage new products that deliver nicotine to people's lungs but without the harmful toxins and carcinogens in tobacco smoke that kill."

'The annual report reads:It will be important to get the regulatory framework for these products right, to encourage new products. A canon of behaviour change is that it is much easier to substitute a similar behaviour than to extinguish an entrenched habit (an example was the rapid switch from leaded to unleaded fuel). If alternative and safe nicotine products can be developed which are attractive enough to substitute people away from traditional cigarettes, they could have the potential to save 10,000s of lives a year."

Strong support comes for the notion that smokers who will not give up, may inhale the smoke free vapour cigarettes and get their nicotine hit without the poisonous chemicals in a traditional cigarette. This in turn, it is suggested, will save tens of thousands of lives and cut NHS spending on cigarette related health issues. The Medicine and Healthcare Products Regulatory Agency has become involved in how to approve the devices in the UK, which are banned in many countries, including Canada and Australia. Countries such as Singapore, Brazil and Thailand have not legalised their use so far as there is still debate over their safety.


This is potentially big business and the UK is at the forefront of developments which may influence other countries. CN Creative are keen to ensure Intellicig is regulated and approved for use. The tension lies between whether the product is medical or simply a smoking device. Any product that makes a health claim involves strict regulations and so moving away from this would be sensible. Yet a balance must be found to assure consumers. The agency that is awarded this challenge will aim to lobby for approval and get this product on the shelves alongside tobacco products at a reasonable price. Widespread use amongst dedicated smokers is predicted to have many benefits.

LinkedIn Password Security Breach

Following the embarrassment over iPad and iPhone apps where user meeting notes were transimtted back to the server without the permission of the account holder, LinkedIn once again have egg on their face.

http://www.americandailyherald.com/us-news/top-stories/item/linkedin-confirms-password-security-breach

A number of user passwords were published onto a website and despite this breach, LinkedIn failed to tackle the issue head on. It was estimated by the Daily Mail that 65 million passwords were placed onto a Russian cybercrime website. However the Guardian, an independent newspaper estimates this at 6 million. Hackers also targeted 1.5 million dating website, eHarmony members. The Guardian are calling the scandal "a timely Internet security reminder."

The social media site which comprises of over 161 million members in over 200 countries has been fishing for a new PR firm to take over their brief, currently handled by Edelman. And it would seem this would not be before time. LinkedIn executives' failure to issue a direct statement or security advice meant that the media were forced to consult with security and IT professionals rather that the company itself.

'Security blogger Graham Cluley described the breach on his blog According to Cluley, “A file containing “6,458,020 SHA-1 unsalted password hashes has been posted on the Internet, and hackers are working together to crack them.” Cluley went on to note that the passwords were not associated with email addresses, but, he said, “it is reasonable to assume that such information may be in the hands of the criminals.” On its blog, LinkedIn confirmed some aspects of the breach.'

LinkedIn tweeted the disaster when they should have contacted members direct to make them aware of the security breach. Following the tweet LinkedIn director Vicente Silveira posted a blog late Wednesday night admitting to a compromise in security and an ongoing investigation.

The security may have been poor but the most shocking part of this disaster was the lack of direct handling and reassurance. Wholly inadequate. An example of very bad PR.

Leveson: A Warning for PR Professionals

The Leveson enquiry has thrown up some areas for serious consideration as far as the conduct of PR professionals are concerned. Some disturbing behaviour has been highlighted, and although this may not be etiquette for all in the field, there is room for reflection by all. The warnings regard correspondence with the media, and they come following threatening emails sent by London Mayor Boris Johnson's Chief of Communications to the BBC. The emails composed by Gutto Hari, regarding coverage of the Mayor, warned the BBC to back off or face having the media turned against them, he also hinted towards friendships within No.10. In later correspondence he also threatened "a huge public fight" aiming to dissuade.

http://www.guardian.co.uk/media/2012/may/27/guto-harri-press-campaign-against-bbc

It has also been revealed that a video of a similar nature between Downing Street Communications Director Craig Oliver and reporter Norman Smith was leaked onto Youtube. The less than flattering revelations are a bad example and give conscientious representatives a bad name. A profession based on reputation, yet many communications professionals will be losing theirs.

Many of the incidents that are coming to light regard the tenuous nature between Torie agenda and the peoples' BBC, due to the nature of Leveson. The email Will Wealden, BBC Westminster news editor received from Harri begins as follows,

"Dear Will. We are all sick of this at City Hall, and increasingly at Number 10. BBC London is in danger of causing real problems to all of us."

Clearly politics is centred around these issues coming to light. However, the fact that seemingly safe emails of a blackmail nature are being uncovered is a cautionary tale for anyone in PR. As the country moves towards a more open and public stance as regards professional exchanges, not just surrounding politics, but the media and communications in general, it is best to err on the side of caution when pondering over tactics that protect your client.

Diamond Jubilee Teddy Bears Picnic in Whitstable

The home town of Spitfire Recruitment, will play host to a Diamond Jubilee celebration fit for our most special friends! It is to be held on Sunday 3rd June at:
Whitstable Castle, Tower Hill, Whitstable, Kent, CT5 2BW

Revellers are to bring along tea, a picnic and of course, a teddy bear. Dress your favourite teddy for a Royal Garden Party, enter him/her by noon and a selection of the best dressed bears will win a prize.

There will be music between 2pm and 4pm. A limited supply of tickets at £1.50 per child are available from reception.

Call Kathy for more details 01227 281726

http://www.heart.co.uk/kent/events/your-diamond-jubilee-weekend-events/

QR Codes in PR

In previous blogs we have looked at the good, the bad and the ugly uses of QR codes. They continue to appear in more and more places and as a tool they really should be considered as part of a PR campaign. The beauty of QR codes is that they have the power to direct straight to a campaign page. However to ensure maximum effect, how this is done should be carefully designed. Some sites for example focus on QR code generators whilst others provide updates and social media benefits. A PR campaign should be designed so that it is suitable for mobile. As most codes are snapped with mobile phones, the site that the snapper is taken to should have a mobile version.

Now to think about the mobile page itself. What is it you want from the campaign and how can you provide a link to the campaign on a long term basis? The answer is to ensure that you have user friendly link buttons for 'following' on Twitter and 'liking' on Facebook. This will keep an audience engaged and a line of communication for those all important up to date PR messages. Perhaps even a subscription of some kind can be added to the website.

Providing recommendations, offers and coupons are also an excellent way to interest an audience and ensure future uses of QR codes. To go further, social media interaction can offer even more. A lot can be learnt from the the example of Starsky Robinson, who, '"currently manages all of THQ Inc Kids, Family and Casual digital social campaigns. This includes the uDraw GameTablet, the Biggest Loser, Marvel Super Hero Squad, You Don’t Know Jack, Costume Quest and Voltron. His position at THQ Inc. involves managing website development, influence campaigns, and developing engaging social media initiatives."

Interactive initiatives in the gaming world have obvious benefits because of their nature. But this can be translated into other realms of marketing. The key is to provide some kind of reward to the QR snapper, something that will encourage future visits. This is something that is best tailor made for a campaign. The danger with QR codes at the moment is that monotonous agenda pushing will discourage the consumer. Codes that automatically upload details to the users mobile phone are fine, but this must be communicated prior to the snapshot.

PR Week's League Table and Sarbanes Oxley

So PR Week's top 150 league table has been a hot topic for the last couple of weeks. Our previous blog discussed the dubious nature of viewing the table in context. It is also important not to take the statistics at face value. Anyone on the UK that is involved in company auditing will be familiar with the Sarbanes Oxley Act 2002. Although this is an American act, named after its sponsors, Senator Paul Sarbanes and U.S. Representative Michael G Oxley, it of course has wide reaching ramifications for international business transactions and businesses with a second listing in the US. The act was intended to restore investor confidence following scandals such as were found evident at Tyco International, Adelphia, Enron, WorldCom and Peregrine Systems. To protect against inside trading and falsified accounts, the act holds CEO and CFOs strictly to account for annual reporting, risk assessment and internal auditing with hefty fines and/or a prison sentence for negligence or non-compliance.




"Consider Sarbanes-Oxley (Sox), the US legislation hastily passed after the Enron and WorldCom scandals in 2002. Sox is now thought in many quarters to have been a disaster, increasing frictional costs and bureaucracy and providing a field day for legal and accountancy firms, without changing the behaviour which causes the problems." Simon Caulkin.

Despite best intentions, the act with affects trans-Atlantic business transactions has been criticised by many, including the Turnball Review Group. It is unnecessarily costly and requires detailed auditing even at low levels. Many companies announced a move to delist from the US in a bid to avoid the 'SOX' burden, including British Airways, back in 2007. The UK gained its own act for control, The Companies Act 2004 and this took some lessons from the 'SOX' problem on board. The knock on effect however is that flotation on the US stock market became highly unattractive, many brokers heading to the London Stock Exchange, and many UK private equity companies cleaning up at the expense of others. In addition, a spaghetti junction of rules and regulations from two separate governments who regualrly trade with each other, has meant that many feel thay cannot enter their figures. Instead data has been estimated by mirroring figures from companies of a similar size, which apparently is achieved by a rigorous formula. But how sure can we be of what we are missing and are the league tables truly accurate?

2012 PR Week's top 150

Figures In Context

The figures are in and they show an encouraging increase of pre-recession aggregate income fees for companies rated in PR Week's top 150. £900m compared with £858m back in 2008. The industry is buzzing despite the economic downturn. This has been accredited to the mounting respect for reputation in PR and also to the skill in the evolving ditital age of communication in which PR professionals have naturally excelled. http://www.prweek.com/uk/go/top150/
The top 15 are as follows:

1. Bell Pottinger Group
2. Brunswick
3. Webber Shandwick
4. Edelman
5. FTI Consulting
6. Freud Communications
7. Hill and Knowlton Strategies
8. RLM Finsbury
9. Grayling
10. MSL Group
11. Ketchum Pleon
12. College Hill
13. MHP Communications
14. Citigate Dewe Rogerson
15. Ogilvy PR


But are we viewing these figures in context?

Matthew Freud, chairman of Freud Communications said, "I have always liked lists and charts, but we should remember that they usually depict a relative hierarchy. For decades our industry has been close to the bottom of the marketing food chain. PR Week's Top 150 then has traditionally been an annual ranking of the tallest dwarves. " He makes an excellent point, the celebration of growth should be understood in full context. As Freud identifies, there have always been few seats for PR professionals at the advertising table. However as media is now available through more devices than ever, damaging press is more detrimental as a consequence. Newspapers no longer die at the hands of the waste paper basket and can be accessed online, at anytime. Reads can be recommend, posted and blogged about. Not only this but bad press can go viral at super speed. The same is true for positive however but it is the PR professional that deal with mitigating damage to reputation. The quantification for services of a protective shield is still tricky, yet increasingly it is a necessary cost. Growth of course is important in itself but I think that Freud is right, the work of PR professionals is becoming more valued everyday and it is time to seize this long awaited day.

Furby Christmas 2012

Yes 2012 will see the release of a new and improved Christmas favourite. Pipped to be the must have seasonal toy, again, Furby lovers will be frantic for the release of the made over version. The toy which resembles and owl and a gremlin first flooded the market back in 1998, around forty million units were sold world wide within in the first three years. Made by Tiger Electronics, the endearing interactive family pet was in such high demand that the units could be resold for three times their original £24 price tag. Capable of speaking their own language, responding to touch and the ability to learn the language of their owner over time, the toys were either a hit or an extreme annoyance within the home. Since their original fame, revamped furbies have been released but the hype will differ this time around. So far one solitary picture is all there is to go on, and it will drive the curious insane.

http://www.dailymail.co.uk/sciencetech/article-2144825/Furby--Christmas-craze-1998--returns-bid-2012s-present.html?ito=feeds-newsxml 

The advanced digital age of online social media, forums and blogs alters the game entirely. According to a Facebook page, 2012 will be the year of 'Furby World Domination'.

Speculation about LCD eyes and the ability to connect the Furbies to other Furbies via the Internet are already hot topic. And online discussion will only cause the hype to snowball. Just how Tiger Electronics will attempt to prevent leaks before the launch is questionable. Not only this but it will be extremely interesting to see how sales and marketing compares in our digital age to 1998 where buyers headed to shops to fight over the boxed toys. With online shopping, eBay and Amazon being more highly developed than they were 14 years ago it is an entirely different ball game. The cute little guys won't only be a hit with children; but there are a few of us that missed out the first time around and adulthood will not be a viable excuse for parents not to come up with the goods this time around.
Parents, to be forewarned is to be forearmed!

Advertisers to Face Stricter Contols Over Children's Televison

Last week Helen Goodman was at it again. The Labour media shadow minister was urging the consideration of curbing television advertisements aimed at children, between children's programmes. Goodman identified that many parents become frustrated by constant requests by their children for merchandise that they just cannot afford. In an economic crisis such as this it can be disheartening for low income parents to have to say no every time.

If this any indication of the direction of children's advertising, what will that mean for merchandisers trying to communicate their products? Even tougher competition first and fore mostly. Goodman cited the advertising of children's quilts an unnecessary and excessive use of advertising.

"Speaking as a parliamentarian I am not enamoured of ideas to liberalise rules and allow more product placement and merchandising. Governments are also responsible for preventing the economic exploitation of children,"

And there are other issues with television content aimed at children. The projection of a healthy self image has long been debated. Goodman urges the government to discuss potential funding in this area.

The development of such ideas are in their infancy and it is difficult to guess exactly what would replace the majority of prime time slots. And there in lays the main obstacle. An independent adjudicator to oversee all decisions for children's television and advertising is essential. With cuts though this currently looks unhopeful.

It was the contention of Nigel Pickard, former BBC controller of children's television, that the government should be establishing a commissioner position for children's television content through lottery funds. The difficulty however is the long list of other worthy causes tugging at the funds.

A commissioner would be able to provide unbiased controls over content and assure that children are better protected. They do not have adult sensibilities and are therefore vulnerable and extremely susceptible to the television that they are viewing. Tighter controls would drive advertisers to be much more considered in the content they produce.

Trebor Taste Sweet Success

The advertising brief entrusted to Fallon was to take the brand out of the ordinary and give Trebor an identity of confidence. The July 2011 television advert certainly achieved this. The new message behind the campaign was fresh and innovative and picked up speed fast: Trebor became the new sponsor of 'Dragon's Den' on 'Dave'. The line is, 'Trebor Sweet Success' and so effective it has been, that opportunities still flowing in.


Trebor, are now in association with The Guardian for a section under Life and Style; self improvement. The motivational and inspirational page ties in with the self improvement of Alex Worrall as readers follow his blogs. The 'Taste of Sweet Success' page previously offered a 'life improving' competition for a £6000 holiday to the Bahamas. Clearly, effective making over of a brand not only holds the potential for the usual televised popularisation but it can unlock opportunities in the digital age. The campaign not only has its clever pun and a projection of confidence but it has evolved along the way.


Today #TreborSweetSuccess is the highest trending subject on Twitter for the London area. Shrewd some might say; Trebor have their own competition offering London 2012 tickets with a VIP lifestyle. This will encourage sales as entrants are required to enter pack codes. The 5 prizes up for grabs are certainly  behind the hash tag frenzy. Admirable is the campaign, inclusive of not only television and newspaper but social media. But brilliantly executed. Trebor has demonstrated the importance of an up to date, rolling campaign in order to taste sweet success. They seem to have grasped the integral nature of assessing areas of success for the future; a trick that so many advertisers miss. 

New Office Indicates Expansion on the Horizon for Spitfire!

Spitfire Recruitment Ltd is now proud to announce their move to a new shiny office! Having previously worked in a mutual office arrangement Spitfire is now taking off alone to feel freedom. Our recruitment company which specialises in PR, Marketing, Digital Media and Advertising is fast gaining a reputation of integrity and high competence. We believe in sourcing the very best candidates and upholding excellence in our standards. Now that we are firing on all cylinders and growing day by day we want to further exceed client satisfaction.

In the coming months and weeks we will be keen to communicate our unique services as a Kent firm specialising in the above area. And of course we will endeavour maintain our relaxed yet focused and professional office atmosphere.

We can now be found at:
FDS House, Chestfield, Whitstable, Kent , CT5 3QZ
Same telephone and email:

Tel: + 44 1227 773131
Cell: +44 7771 921371
Email: John@spitfirerecruitment.com

The Good, The Bad and The Fallacy

Gone are the days when advertising focused solely on the merit and functions of a product. This 60's Dr Pepper advert is a perfect example. The advert centres around the use of the product which is heavily featured and although sensationalised, remains on subject.

Advertising today has largely moved away from winning customers through logical argument. Although, Ronseal have maintained their no nonsense, "Does Exactly What It Says On The Tin" slogan, this is not logic. This advertisement cleverly uses the fallacy of division to make its point, "assuming that something true of a thing must also be true of all or some of its parts". It does, therefore it is. Most advertisements today commit at least one fallacy and they have become a fun part of brand engagement. Hopefully they get most of us thinking!

The most recent development in the use of fallacy in modern advertising is non sequitur. This is where the premise and conclusion of a campaign have no direct relationship. The Cadbury's gorilla and later the moving eyebrows advert were hugely popular. The advert is introduced as 'A GLASS AND A HALF PRODUCTION'. Then the classic Cadbury's purple and yellow is the only clue as to the brand throughout the advert. This is followed by the slogan "a glass and a half full of joy" at the end. There is no chocolate present in the advert. Instead there is a strong link built between the the brand Cadbury's and the emotion of joy. The association of pleasure here is highly effective without product overkill.

More on QR Codes

Our previous blog on QR codes looked at the faux pas of their use and common teething problems.
This was by no means discouragement of their use. The 'Quick Response' codes offer a speedy direct line of communication between a business and the code scanner. More sophisticated than a bar code, QR codes can hold geo co-ordinates, URLs and business information that can be transported into mobile phone contacts and memory. This is particularly handy on business cards.

And they are simple!

iGoogle offers an excellent QR code generator. Once the generator is set up through iGoogle, you will have a "tool that allows you to generate QR-Codes from URLs, messages, phone numbers, SMS and pre-written emails."

The codes can be used to detail events and promotions, product information and provide coupons. A potential customer can scan a coded product and find out where they are available for purchase. Clever use would have people directed to updated sites and social media pages to improve awareness.

In addition, when they are added to a website they can improve SEO results. Placing a QR code onto a website is an excellent way to ensure updates and get Google indexing site information. The QR code will be indexed as an image. This may have two very positive effects. Google may recognise the image as QR code and the information it holds may be indexed.

Googlebot: Indexing and Crawling

Simple Google Advertising

Many businesses/organisations do not make the most of Google advertising opportunities. There are some simple options to encourage traffic to your site or information board. In addition you can rest assured that Google takes a very hard line against fraudulent traffic directing.

So what are some of these options?

An up to date, contemporary website is excellent, but by no means mandatory.

Google Local allows businesses to be added to Google Maps for free. The Google Local page provides  a blue link in the top left corner to add your business. This will direct potential customers/clients to relevant advertisements.

http://maps.google.co.uk/maps?hl=en&qscrl=1&nord=1&rlz=1T4ADRA_enGB467GB468&q=spitfire+recruitment+whitstable&ion=1&bav=on.2,or.r_gc.r_pw.r_qf.,cf.osb&wrapid=tlif133526140178410&um=1&ie=UTF-8&sa=N&tab=wl

Google AdWords is an enhanced option. Again it is for businesses anywhere looking for potential customers, however, unlike free listings, adverts created through AdWords are displayed on the map with a distinctive blue pin. This ensures that they stand out. In addition this service is more tailored. Google maximise the potential of relevant traffic visiting your advertisement. Although  business details are displayed for free, the advertiser is only charged when their advertisement is clicked on. Through an assessment of traffic it is therefore possible to decide on a monthly budget according to how lucrative using Google AdWords has become.

There is now also Google AdWords Express, which is designed for local businesses. There is no requirement of a website, the campaign management tools are automated and the reporting and tracking is at a standard level. This is a great opition for communicating business details without having a website. It is uncomplicated and a middle ground between Google Local and Google AdWords.

Google AdSense offers the opportunity to earn money from online content. Online publishers can make their content pay by displaying relevant advertisements and earning from clicks or impressions. Revenue can also be made by adding a custom search bar to your website and earning from search result pages. Furthermore, there is scope to direct customers through mobile internet and apps.

Advertising and Apps: Draw Something!

The mobile pictionary style app which was recently acquired by Zynga gaming for a staggering $180 million is still going strong with around 50 million downloads. It has been something of a phenomenon. The creators, OMGPOP had released several games prior to Draw Something, but only this enjoyed instant success. Under the new Zynga umbrella updates will ensure that the game is more advertising friendly. Previous attempt include side bars and flash up advertisements that are often instantly discarded by the player. This had marketers scratching their heads. http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=13856

How could brand interaction be incorperated?

The clue is in the question. Users will notice the addition of words relevant to The Hunger Games, a film due for release on 23rd April 2012. Whether a fan of the novel it was based upon or not gamers may be forced to guess character names. The opportunity to sneak pop culture or brands into the game is a major step forward. The new version also allows drawings to be saved, sent and shared on Facebook and Twitter through iOS. An update will shortly be available for android. Advertisers will effectively see the gamer spreading the brand seed for them.

Draw Something has no competitve drive which means that gamers are in it together and want to draw at their best. The rewarded coins are currency to purchase additional colours to draw with. This friendly tone has made the app popular and hot topic. The latest updates may act as a weather vane for future developements in interaction and marketing on mobile apps.

A collection of  'The Best Of' drawings is available online and seriously, we defy anyone not to be in awe!

Direct Marketing Trends 2012 on Facebook

Direct marketing is constantly evolving in order to seek out and target the potential customer. The Direct Marketing Association posted an online catalogue of forecast predictions for 2012. The post by the Social Media Council was particularly interesting. So what did guest speaker Roger Warner, Content in Motion Managing Director have to say?



Firstly and importantly he mentioned the efficiency of measuring return on investment of using social media tools. As a system of calculation ROI is misleading; social media should not be judged as an autonomous tool, by as integrated into an overall campaign. Warner hinted that marketing budgets will have provisions for researching a more suitable method of analysis.

Warner explains that forecasts for social media in a recovering economy is particularly tricky; given that its ascension began in the recession. However he does predict that apps and platforms will continue to increase to gain momentum in their quest for direct marketing domination. Apps, and particularly mobile apps he says, will need to be considered passed their covenience factor. Facebook was given a particular mention. As user experience rapidly changes it will become increasingly difficult for brands to remain “relevant, to stay front and centre” on the Facebook timeline: https://www.facebook.com/about/timeline.

In order to gain ‘earned media’ campaigns will need to be at their best. Inclusion and discussion of brands and campaigns on social spaces will require a highly considered approach and an acknowledgement the changing trends. As a result advertising will need to step up its game. If you refer to the 'learn more about apps video' at the bottom of the timeline 'about' page you will see that Facebook apps are advertised as, "Your apps. Now with friends". The ability to share what you're listening to, brands you're using, what you're cooking or eating, where you are, what you're watching, newspaper articles you've read, personal plans and much more through apps marks a significant change in Facebook.

The Guardian app for example allows access to articles through Facebook. Each article visibly clocks up the number of readers through Facebook and posts the article onto the readers timeline. As Warner identifies, this will make the competition of mention fierce amongst users, even between friends.
https://www.facebook.com/about/timeline/apps

Twitter Marketing Tutorial

Twitter which was created by Jack Dorsey in San Francisco, California is now in its sixth year of existence. The microblogging site which offers social media marketing and is now more important than ever. Small businesses can benefit from using a Twitter account as the site searches for potential followers by matching interests. The marketer is then charged when a product or service is interacted with. This means adverts that simply appear to a user but are ignored do not cost the business. This is a very cost effective way of reaching a targeted audience. This short video offers a step by step guide to maximising the use of Twitter. It also offers an explanation for those who are not already keen Tweeters.

Kent Business: An Essential Read.

Kent Business is the largest business publication in the County and has been since 1993. The publication is released at the beginning of every month and the latest edition can be viewed online. “Kent Business is circulated once a month with KM paid-for weekly newspapers such as Kent Messenger, Kentish Gazette, Kentish Express and Dartford & Gravesend Messenger. This provides a circulation of 75,255 and a readership of 219,639. In addition copies are distributed to members of the Chamber of Commerce, Federation of Small Businesses and the Institute of Directors, as well as at key B2B events held in the county.”[i] The Publication includes:

• Topical business news and looks in detail at its implication for local businesses.

• Profiles on local business personalities and their companies.

• Commentary pieces from leading business organisations such as the CBI, Federation of Small Businesses, Institute of Directors, Chamber of Commerce and the Bank of England.

• In-depth features on a variety of subjects key to running a successful business. Issues contain the latest information, written by experts, on the following areas; Law, Finance, Commercial Property, Creative/Marketing & Media and the Olympics.

• Regular updates on Health and Safety, Employment Issues, Environmental Issues, Corporate Hospitality, IT/Technology and Exporting.[ii]

It is important that local advertising solutions are not overlooked. A business publication is an opportune place to advertise luxury brands as many readers are successful business owners.The themed and featured pages cover Legal, Health and Safety, Private Wealth, Financial Management, Employing People, Environmental Issues, IT & Communications, Corporate Hospitality, Finance and Marketing. The Kentonline media pack as hyperlinked below contains a tabled calendar of what will be covered each month.

A four page wrap that includes front page coverage can be purchased for £5000 or there are lower scale advertising options. The KM group is well trusted, highly popular and understands the localness factor. Kent Business is an important read if you are in business locally to keep up to speed with the latest trends. For more information see: http://www.kentonline.co.uk/kentonline/media_pack.aspx

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[i] http://85.133.4.237/features/mediapack2011/KentBusinessMediaPackFeb2012.pdf

[ii] http://85.133.4.237/features/mediapack2011/KentBusinessMediaPackFeb2012.pdf

QR Codes in Marketing

Are marketers missing opportunities with QR codes?

In order to scan a QR code, you need a smartphone with a camera and a suitable app. The idea is that mobile phones can be used to scan the codes on the go. The happy snapper is then transported to a webpage, receives a Vcard, makes a phone call and possibly more. If used well, the codes are an excellent marketing device which can transport potential customers direct to selected pages. Craig Villamor and Brad Frost writing for the Guardian last month observed the faux pas of using QR codes. Chiefly they found that advertisers had placed them in a whole host of impractical places. These ranged from on moving transport, the far side of a train track and high billboards. “Some of the most surprising places we've seen the codes appear are on tombstones, rooftops, cupcakes, and condoms. Our most popular post shows a small plane pulling a QR code across the sky. The captions practically write themselves.”

It is obvious then that to maximise their potential, QR cards must be placed in accessible places. Not only this but they should only be present in areas with internet access. Underground stations for example have little or no phone reception, let alone 3G or 4G. Of course QR codes are not only useful for advertising; they can also engage the public with information and correspondence. Early last year The National Museum of Scotland placed QR codes on 70 of their items to encourage interaction and build a historic diary. Visitors could access a range of facts and tales and also leave digital memories in a shared collection.
http://www.nms.ac.uk/about_us/about_us/social_media.aspx

QR codes are popular in Japan, but they are fairly new here and in the States. Marketers must get to grips with them fast and utilise their gateway of communication. Interaction is extremely important, and the quality is integral. Recent discussion has surrounded the merits of supermarket websites as opposed to their volume of traffic. M&S has done particularly well and it seems, more customers remain loyal when they are offered the opportunity to interact and be heard. These are all important lessons for the marketer. QR codes may not enjoy immortality but as the “next big thing” they should be embraced at lightning speed.

Uses for the QR code include, business cards, posters, websites, on labels, for WiFi connection, T-shirts, the possibilities are endless. For more information see:13 Creative Ways to Use QR Codes. In addition it is essential that QR codes are not just slapped onto merchandise and ad campaigns but that their purpose is explained. According to MarketingWeek.co.uk around a quarter of consumers had not used QR codes because they did not understand them. Around half of consumers did not have the correct device leaving the other half as a potential market. QR codes therefore must be explained, placed where they are accessible and offer a range of useful, fun and interactive services. Only then can their potential be realised.

Let Your Body Talk: Interview Tips

Body language is hugely important for making an excellent first impression. If you are easily intimidated or unnerved, practising a confident pose will help to calm you and mask your anxieties. We all know the importance of a firm hand shake and warm introduction, but remember that downward facing palm shows dominance, as an upward facing palm shows submission. A level sideways palm is demonstrable of equality.

Proximity can tell a person how comfortable you are in their space, although this must be professional and there may be cultural exemptions to this rule. Usually there will be a table separating the interviewer and interviewee. This will allow your bottom half to display some tension whilst you concentrate on your top half.

A lowered head can indicate that you are shy, hiding something or even thinking to yourself, none of these inferences are desirable.

Crossed arms suggest nerves or a lack of ease with your own body. This pose also closes you off to social influence. It is best to keep your arms uncrossed for the duration of the interview. In addition a closed hand or hand to your mouth shows irritation or nerves. Keep arms down or out and palms turned up to exhibit openness and confidence. Keep your shoulders loose. Breathe deeply and slowly to assist relaxation.

Remember interviewers maybe nervous themselves as generally interviewing not a commopractise. The most assured candidates are the most likely to make the interviewer feel at ease and will therefore stand out.
Avoid putting your hands on your hips as this displays impatience or fatigue.

Eye contact is essential; although you should not stare relentlessly, continuous eye contact is important. Avoid long breaks of eye contact, staring into space or looking to the side; this can be a display of dishonesty or lack of interest. Squinted eyes are symptomatic of confusion or trying to understand what is being said. If you find yourself squinting be sure to follow up with a request for clarity. It is better to ask questions as it shows a desire to be knowledgeable and clear. Moreover your eyes should smile along with your mouth in order to be genuine.

Assertive body language is smooth and under control. Movement and voice are used harmoniously and in time, despite perhaps speaking passionately. Maintain a lack of extremes in your voice. However, the sound should not become monotonous; variations in volume and pitch should be well executed and display warmth and friendliness.

Holding a similar pose to the interviewer demonstrates an interest in establishing a rapport with them. Although be wary not to mirror movement.

An interviewer will be looking for “the one”. Aim to demonstrate your capabilities and personality with a smile, a relaxed pose and good eye contact. You want to convey an engaged, confident disposition at all times. Your charisma may determine your suitability to the position.

The Media in Court Prodeedings: By Royal Invitation

It has long been on the cards, gained wide support and now it is expected to be included in the Queen’s May speech. Repealing or modifying s 41 of the Criminal Justice Act 1925 and s 9 of the Contempt of Court Act 1981 would make the court more accessible to the media. Despite open support from Jonathan Caplan QC in 1989 and later the Lord Chancellor, Derry Irvine, the transition has yet to be implemented.  A few Court of Appeal cases were filmed back in 2004 but none were aired. Then despite the Bar Council’s favourable reception to Charlie Faulkner’s consultation in 2005 momentum remained idle.

In September 2011 Ken Clarke, The Justice Secretary who doubles up as Lord Chancellor, indicated that the blanket ban of cameras in the court room would be lifted. He said, “I think cameras in court are worth a try, indeed I think they are a good ideas because you have to demystify the process and there’s no good reason for not allowing people to see the judge, hear the sentence, hear the sentence in the judge’s own words, with his explanation rather than perhaps the way it might be reported afterwards”. So now the media waits with bated breath for details contained in the forthcoming Queen’s speech.

Evaluating the merits of for and against arguments communicates the reasoning behind such slow development. Those in favour, advocate the importance of openness and public awareness of judicial decision making. Members of the public already have access to the gallery of the court, with the exception of some anonymity cases and so a camera would simply be an extension of this. The lobbying on this matter suggests that filming would be initially confined to the Court of Appeal and to the judges final summing up (the judgment) of cases. This would significantly improve clarity as journalists would not need to memorise many elementary details between court and broadcast.

The Supreme Court which began to hear proceedings in October 2009 was fitted with cameras and already allows live filming which can be viewed online. An archive of filmed judgments allows an individual that may have misgivings over an outcome an insight into the reasoning behind the decision. There are many themes, principles and tests that judges are confined to, which arise from legislation and previous cases (precedent) and these constraints do not always allow natural justice.  This would be far better understood if the process could be widely viewed.

A major concern is the protection of anonymity and the vulnerable. This worry is unfounded. The media already creates enough of a storm with incorrect details and out of context snippets and quotes; availability of the full judgment would provide clarity. In addition it is high priority to those who propose change that anonymity cases have sufficient safeguards. Such cases already exhibit letters in the place of names and it is unlikely many of these cases will be deemed suitable for the camera.

The anonymity of jurors is also grounds for contention, however juries are not present in cases above The High Court and so this is an irrelevant argument at this point. Should the move remain restricted to Court of Appeal and The Supreme Court the judgments, the focus would be solely on erred points of law. With each level the trial element fades. Filming of defendants, victims or jurors would not need to be discussed unless cameras were allowed into the Crown Court for the length of the trial. It is a possibility further along the line however; Ken Clarke pledged to “proceed cautiously”.

Another worry is the slippery slope to a media circus and sensationalism by those present in the court. The OJ Simpson trial is a classic example of this. The American murder trial mutated into primetime television entertainment and this undermined justice. The private civil case afterwards had a very different outcome. I filming later progressed to include more than the judgment, there is a fear that judges, jurors, witnesses and defendants may be tempted to act up to the camera. Not only would justice be jeopardised but so too would the integrity of the justice system.

However a lot has been learned since the OJ Simpson trial and proceeding cautiously should allay future anxieties. Awareness of these issues is the first step to ensuring their prevention. Keir Starmer, Director of Public Prosecutions, is in favour of judgments, sentencing and the closing remarks of criminal cases being filmed, "OJ is always given as the example of sensationalism, but a lot of lessons have been learned since then".

In addition as any court reporter will tell you, the court room is often a dull space filled with boring periods with occasional peak of excitement. In order to make compelling viewing from the day to day grind, there would need to be a limited selection of cases which were edited at supersonic speed and monumental length.  Public viewing always holds the potential for theatrics, but it can also ensure correct conduct.

Whatever happens a monumental change for the media in court proceedings is assured.