Ideas and opinions from the world of PR
At Small Man Media, we like to give you advice straight from the experts to keep you and your business ahead of the curve.
With the impending GDPR worrying businesses up and down the country, our expert this week ison is Lee Marsh MCSE, MCPS, MCPSI, MCSEI, MCNPS, MCP is Owner and Managing Director of Mellow Marsh Software and has cut through the jargon to get straight to the point on GDPR!
You have probably heard about the upcoming data protection reforms which will undoubtedly affect your business.
We have been through some key details about GDPR for you and hope you may find this helpful.
The General Data Protection Regulation (GDPR) is aimed at giving individuals the power to better control who can access and/or process their personal data. There have been many cases of the mis-use of or failure to take adequate steps to protect this data historically, so with the changes now required this should provide better practice all round – and as a controller or processor of data, if you do not conform, there could be serious penalties.
What is “Personal Data”?
GDPR defines “Personal data” as any information relating to a person who can be identified, directly or indirectly, in particular by reference to information such as a name, an identification number, location data, online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that person.
For example, identifiers including IP addresses, cookies and so on will now be regarded as personal data if they can be (or are capable of being) traced back to the person in question. It does not matter if this is information relating to a person at work, or at home, from a GDPR perspective an individual is an individual.
Firms will now have an obligation to report any potential data breaches to the authorities no later than 72 hours after the suspected incident. Notifications will have to include the nature of the situation, including categories and approximate numbers of individuals concerned – and what measures are being put in place to ensure this doesn’t happen again.
Fines and Enforcement
Failure to comply with new legislation can now carry serious repercussions.
Regulators will now have authority to issue penalties equal to the greater of EUR10 million or 2% of the entity’s global gross revenue for violations of record-keeping, security, breach notification, and inadequate preparation.
However, violations of obligations related to legal justification for processing (including consent…), data subject rights, and cross-border data transfers may result in penalties of the greater of €20 million or 4% of the entity’s global gross revenue.
Consent is a basis for legal processing of an individual’s data – in other words, there must be a genuine sound reason for possessing and processing a subject’s data, and that subject must have given explicit permission for the data to be held and processed in this specific way. For marketers in particular there has been much debate about the type of consent that might be required under this new regulation, for example, requiring people to positively ‘opt in’ to marketing requests, not positively ‘opting out’.
According to the Regulation consent means “any freely given, specific, informed and unambiguous indication of his or her wishes by which the data subject, either by a statement or by a clear affirmative action, signifies agreement to personal data relating to them being processed;”
Consent should be demonstrable – in other words organisations need to be able to show clearly how consent was gained and when – for example, positive opting in, and freely given – a controller cannot insist on data that’s not required for the performance of a contract as a pre-requisite for that contract.
Withdrawing consent must always be possible and straight forward.
Legitimate Interests & Direct Marketing
GDPR does allow processing of data for ‘Direct Marketing Purposes’ – a legitimate interest.
Just like consenting, legitimate interest is grounds for an organisation to possess and process data.
The act says that processing is lawful if “processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.”
A good example could be sending a mailshot of goods and services that are similar to a subject’s existing purchases from the firm is legitimate without direct consent, however, obtaining a cold database of subject data and ‘profiling’ this to target customers with advertising without explicit consent from the subject (as no grounds for legitimate interest have been established) would not be permissible.
Retention & The Right to be Forgotten
When data is collected about a subject, the subject must be informed why their data is being collected and how long they can reasonably expect it to be retained for.
Should the subject wish to have their data removed and the data is no longer required for the reasons for which it was collected then it must be deleted immediately. Importantly, firms must maintain a register or similar of who they have provided this data to as well, for example, if a subject entered into a contract with a Building Firm, who use subcontractors, the subject’s data will have been passed to the subcontractors for the valid purpose of carrying out the contractual works. If a ‘Right to be Forgotten’ is invoked, then the firm has an obligation to see who the data was provided to, and subsequently contact them to ensure the data has been deleted from their systems as well.
For more information about IT Solutions, GDPR or any technology based issues for you and your business, you can speak to Lee directly on 01902 544 135 or by visiting www.mellowms.co.uk
Just one glance at the TV or smartphone will do enough to prove that a week is most definitely a long time in politics…
…Scouring those column inches will also prove that a week is a lengthy period in the world of PR too – if your name is Small Man Media, that is!
We were managing two national campaigns within 130 miles of eachother at the same time – one in London and the other in the Second City in Birmingham.
Beginning in the capital, 16 pieces of national press coverage and two more discussions on national radio represented an impressive return from the launch of London Stationery Show at the Design Centre in Islington. Social networking streams were also ruling with stationery news, with #natstatweek trending worldwide on Monday! If you all didn’t know, it is National Stationery Week too, right up until Sunday night, so we have our marker pens and rulers at the ready for any more mentions!
Over at the NEC, Bridgestone’s incredible tyre debris study was brought to life with Highways England, and our PR results did justice to the painstaking work that went into the project. Bridgestone’s field engineers spent 18 months investigating more than 1,000 tyre remains from the hard shoulders of our motorway network, in an attempt to find out the root causes of punctures on our motorways.
While a video we filmed and edited was screened to trade journalists at Highways England’s stand, a press release we wrote was sent out to the nation’s media, along with editorial photos we took in the run-up. Within hours, the Daily Mail, Independent, Express and The Sun had all ran significant online articles, not to mention Commercial Motor, Transport Engineer and the most influential trade journalists that Bridgestone are so keen to be see in.
Ever since that launch, the press coverage has been rolling in like a premium Bridgestone Ecopia tyre and we’ve been thrilled to answer a number of enquiries about the project from further afield.
Meanwhile, back at the ranch, the wheels keep turning in other ways, with some exciting announcements expected shortly. By the time that Royal baby name is announced, we should be in a position to say more!
PS: We’ve got a tenner on Albert!
Have a lovely weekend everyone!
A new year always brings a selection of trade shows – be they stationery, gardens, crafting, food or cars! These shows are the cornerstone of any industry, with business, big or small, aiming to make buyers go ‘wow!’
For Small Man Media, trade show preparations begins in November before Creativeworld, before excitedly heading towards the Spring Fair, the Education Show, the Office Products Show and the London Stationery Show.
To celebrate, we’ve interviewed Henri Davis, renowned retail expert about her experiences of trade shows. Henri has worked in the retail industry for more than 30 years as a retailer, product developer, buyer and now an independent advisor in the stationery, greetings cards and heritage sectors!
As an expert in the industry, what would you say are the three ‘musts’ for an exhibitor?
I’ve been to shows in different guises and have tips for all sectors! As a buyer, don’t go into a show completely blind! The saying ‘Prior Planning Prevents Poor Performance’ definitely stands here!
Before heading to the venue, have a shopping list with an idea of the types of products you’re looking for, themes that you want to tap into or seasons you are looking for. Everything you do must have the target customer in mind – just because you like the product, doesn’t mean the shopper coming into your store will!
Know how much you have to spend – ultimately, everything has to come back to your purse strings!
Keep in mind your sales cycles and know when you want to have the products available. This is to ensure that you don’t have everything in at once, which helps your cash flow and means you have new products to refresh your displays arriving every 4-6 weeks to keep your regulars customers interested.
However, things are slightly different from an exhibitor point of view. The show visitor must ALWAYS be at the front of your mind. Imagine coming to a show and seeing all stands looking exactly the same!
Think about how visitors will approach your stand, in terms of both of literal direction and frame of mind. Make sure the areas they see first are immediately eye catching and will make them stop and look at your range.
Your new products must be the ones that are set to shine – don’t make your layout the same as the previous year.
Don’t fill your stands with lots of small images, nobody will get close enough to see what they are and they just won’t be obvious enough. Less is more is definitely a good rule to live by! Anything that you do have on your stand needs to be easy to read and immediately obvious what you are selling.
So, we’ve asked you about the musts – what about the major no-no’s?
My one big ‘no’ from a buyer perspective might sound really obvious but I always like to reiterate it – think before you order. It may sound simple, but people always feel really pressured! Don’t order stock at a show unless you are certain it is what you want and how much you need; if you are not sure take the details away and think it through – you can always order the following day!
For exhibitors, don’t spend all your time on your phone or laptop – those emails can wait! You’ve have paid a lot of money to be there and every person who passes is an opportunity. Plus you never know which buyer is round the next corner – it could be your next order or a great new contact.
Should the focus be on the product details or how the product is used and activated by retailers?
I think it’s got to be a real mixture of both. Product details are key. People want to know how it stacks up against what they currently stock. But it’s important to show the full package.
Can they get retail units? Are there people who they can get involved with to launch in-store demos?
It’s about selling your whole package ultimately!
Are more people implementing technology in their pitches?
From what I see, I would say from a stationery perspective that the answer is no. Stationery is such a tactile product that we use every day that buyers will want to open a notebook (often their own!) to test pens or pencils. They’ll want to feel the paper and write on a notepad. From my view, technology only helps in terms of quick access to a catalogue to show full ranges and pricing details. It can extend the scope of what’s already on your stand.
How important is a coherent feel between product, messaging and stand layout?
Absolutely vital! All should all be consistent with the image that a brand wants to portray and the brand positioning for the period of the show. Ultimately, it this is an exhibitors shop front and should be treated as such.
Is pre-show messaging a vital part of an exhibition?
From experience, it often takes around six contacts with a ‘new’ product or brand before a retailer will truly engage with the idea of working with you!
Therefore, the more you can get your offering on show before an exhibition, the more likely it is a buyer will recognise it!
This messaging doesn’t have to be a week before the show either, there can be a big lead up to it.
Keep banging that drum! If there is an opportunity to get your products included in industry magazines months before a show, then you grab the opportunity. This should be supported by using social media in the week before and during a show.
From a retail buyer point of view, I do think it helps to do some preparation before a show, by tuning into the trade press and keeping abreast of exhibition news. Plan your route and timings – where will you want to spend most of your time and where you will you head if you have some extra time towards the end of your schedule?. Likewise, is there any new product that you want to see that could be a trend over the next five years? Are there any suppliers in your current stock that you could change? Do you want to know who won the awards?
Exhibition organizers are constantly increasing the content of their shows to encourage buyers to attend – this also means they’re harder to take everything in. Make sure you know who is speaking and if there is something you want to listen to!
You’ve been a part of exhibitions with retailers and as an exhibitor. What do you think retailers look for in an exhibition?
New product is the life blood for any successful retailer! As the market gets more competitive, being the first to get new products into your store or online before your competitors is vital.
I always suggest that every stand you head on ask ‘What have you got that is new?’
It is incumbent on an organiser to ensure that the exhibitors accepted to a show are going to be those with innovative products that will make the buyer go ‘wow’ or ‘I hadn’t even thought about that.’
By including new product awards as part of a shows content, organisers can help retailers identify products and suppliers that could be just what they are looking for.
Are the days of a traditional stand and leaflets gone? Is there still a place for a more ‘traditional approach’ in markets that are so saturated?
I think many buyers are still pleased to see stands with leaflets and catalogues!
Buyers are very visual people. The ability to be able to have pictures of products and in-store units to take away with them is vitally important to them.
USB sticks and websites are great but to be able to mark up a catalogue with sticky notes and comments and show your colleagues pictures in a catalogue is easier I always find. Trying to whizz them round a screen on a website is less expensive (both in time and in money!)
For me, I will take a catalogue every time if one is offered!!
Many manufacturers and companies will work with a demonstrator on their stand. What are the three most important things to look for when choosing a demonstrator?
Demonstrators need to be extremely good if they are to be an asset to your business. A poor demonstrator will reflect badly on your product, even if it’s the best product in the world.
The demonstrator must be very familiar with the product, can show how it works proficiently whilst having the ability to be able to answer questions with confidence.
If you don’t need a demonstrator, don’t have one. Your sales team can answers the questions. It’s probably best for an arts company to have on though!
Should every exhibitor look to enter an award at an Exhibition?
If they have an eligible product, absolutely! Why wouldn’t you?!
As many of the selectors are senior buyers, it’s the perfect opportunity to get your product in front of a select group who you’ve been waiting to see for months!
Plus, the fact that your product will be one of a select view increases your chance of it being seen! If the awards entry includes being shown as part of a showcase to all visitors, then even more of a reason to enter I think!
What does an award win add to your exhibition?
An award win (or simply being shortlisted) is hugely valuable as it gives you the perfect excuse to contact existing customers (plus prospective ones) with your great news! It’s also a great way to get your whole range in front of those same people.
What is your favourite exhibition to attend?
In honesty, it varies from year to year and depends what I need to achieve in visiting! This might sound like a cliché, but my favourite exhibition is one that delivers great results and therefore is time well spent!
However, on a personal note, it is probably the Stationery Show. I’ve been part of this industry since 1989 and the Stationery Show is just like coming home. I know the exhibitors very well – so as well as doing good business, it is a great opportunity to catch-up with old friends.
So here’s a little scenario for you.
You’re driving along the motorway in your little car, and ahead of you is a lorry which is apparently from a cheese company. Let’s call them ‘Cheddar Gorgeous’ because we like a pun. Suddenly the truck starts to jack-knife. The trailer’s rear doors swing open! Cheeses start bouncing all over the motorway lanes! There’s cheese everywhere! Eventually the truck slows to a halt, likewise the traffic behind it, leading to a huge traffic jam and a motorway covered with cheese.
It becomes apparent that the lorry driver had fallen asleep at the wheel at the end of a crazily long stint at the wheel. It’s a miracle nobody was hurt, although thousands of pounds’ worth of cheese was damaged. What a palaver! Wait till everybody hears about this! After all, it’s not every day you witness a cheese truck shedding its load. A great little anecdote for the pub.
Of course, a good PR person of the type you would find at Small Man Media, would not see the story this way.
In fact, a good PR person would see this little scenario as a whole load of stories and angles, interlinking to create the whole. They would think of the potential coverage, and start salivating.
Local news is a given, because any local newspaper would kill for a bizarre story like this – indeed, with a photo of the cheese-strewn motorway, you’d probably be looking at the front page (suggested headline: ‘CHEESED OFF!’). An image that bizarre, in fact, you could reasonably expect to graduate to national newspaper level, which is why you made sure you got plenty of photographs of the ‘cheese slick’.
You’d also reasonably expect the story to make it to local TV news and radio, as it is heavily image-driven and, of course, major traffic disruption is always newsworthy – especially if it involves errant dairy products.
That’s all you could get from the story though, right?
Of course it’s not. Does the UK cheese industry have its own publications? They’ll be wanting to run a story on this tragedy. Likewise the UK commercial trucking industry and its publications. What about the cheese company? Where are they based? There’s another local news story right there. How hard will the loss of cheese hit them? More material for the industry publications, and for the local newspapers’ business sections. Were they adequately insured? One for the insurance trade press. What about the driver? What does he have to say about the workload of the modern trucker? Back to the trucking magazines for stories on the dangers of sleep deprivation and overwork. What would a medical publication have to say? Is it now time to go back to the nationals again? ‘UK truckers put under intolerable strain’, kinda thing? On and on it goes…
What this rather convoluted [you can say that again – Ben and Rach] little tale illustrates is that there is always more to a story than ‘just a bunch of stuff that happened’. The closer you look at something, whether that be a brand or an event or a personality or a cheese lorry mishap, the more the angles present themselves, ripe and ready to be pursued. There are always, always, always more angles than the naked eye can perceive, and if you study something long enough, they will become apparent. And THAT, ladies and gentlemen, is what maketh a good PR.
See, there are some people out there, dang their hides, who seem to think that PR is all champers at the desk and parties, what you might call ‘the Absolutely Fabulous effect’, with very little actual work. Some people think that PR is an unnecessary link between source and journalist and that they’d be just fine without us. The fools! The reality is that we at Small Man like to perform a role that most would say is pretty much priceless, that of making life as easy as possible for everybody with whom we work.
In a nutshell, we worry so that our clients and connections don’t have to.
There’s nothing wrong with worrying if you do it creatively, you see. It gives rise to soul-searching questions like: Have we covered all the angles (it’s ALWAYS about the angles, y’all!) here? Has every last relevant media outlet been kept very much in the loop? If a cheeky journalist wanted to do such a thing, could he take this press release and effectively drop it onto his page as is, so faultless is its spelling and grammar? Have we ensured that the transitional process from client to media outlet is as smooth and seamless as it can possibly be?
Of course we have. We are Small Man Media. That is what we do.
The next time you see an interesting news story, a unique product or a quirky campaign that tickles you, try giving it the ‘cheese truck disaster’ treatment and seeing just how many angles from which it could be approached. If you can come up with angles and ideas that the next person just doesn’t see, than congratulations, my child. A PR person you could be…
If you want to use Small Man Media’s angle-spotting magic and turn it to your brand’s advantage, drop us a line or pop in for coffee and doughnuts. We’re at Twitter @smallmanmedia and on Facebook at facebook.com/smallmanmedia but, let’s face it, we had you at ‘doughnuts’, didn’t we?
This blog was composed by our Writer Monkey Pete. There he is, look.
Here at Small Man Media, we like to think of ourselves as a forward-thinking agency, but we’re not averse to looking back a little too. In fact, right about now we’re going to look back to January 2017 when we helped Derwent Pencils to launch their Procolour pencil range.
It was quite a thing, that launch. In the first half of last year, our social media campaign threw up some pretty spectacular numbers: Over half a million people were reached on Facebook and Twitter; followers of Derwent shared posts on Procolour over a thousand times; 24,000 people were inspired to like or comment on the pencils on Facebook, Twitter and Instagram before grabbing their new pencils and sharing their artwork with us. That’s a whole heap of engagement right there.
Well, this week we’ve been at it again. Last weekend Derwent attended the CreativeWorld show in Frankfurt, the hot ticket if you’re in the stationery industry.
Launching their Lightfast range and the Inktense Paint Pan Set to expectant buyers is one thing, but naturally, the Cumbrian art supremos called upon our expertise, and particularly that of Dynamo Dan, to ensure that the launch was, as they say in hip-hop circles, ‘poppin’ off’.
Well, it has been less than a week and those aforementioned products are well on the way to achieving, nay outstripping, those figures from the Procolour launch. On Facebook and Twitter, the launch campaign has already reached about 145,000 people; across the big three social media channels, Lightfast has racked up well over 8,000 likes, and has been shared more than 1,200 times. In five days, ladies and gentlemen. No, stop it, you’re making us blush.
What this proves is that a successful launch doesn’t need a party to accompany it. Launch parties are all well and good but in the digital age in which we now operate, prone to being a tad pointless. The media is no longer staked out solely in the major cities, after all – indeed, if the media thinks it looks a bit nippy out, it can put on its fluffy slippers and never leave the house. We’re all interconnected now anyway, so really, the main beneficiary of launch parties nowadays is the vol-au-vent industry.
All it took was a few well-timed, well-honed and well-illustrated social media posts to set in motion what would rapidly become an avalanche of buzz. They say that ‘prior planning prevents poor performance,’ well in our case it’s ‘prior planning produces persistent pencil performance.’
A fantastic selection of imagery, accompanied by the ideal selection of words helped launch the campaign, but the consumer interaction post-posts (which is a mouthful!) were where our social media nouse came into it’s own.
Dan, like a Facebook Nostradamus, prepared an extensive list of expected questions (which he prides like a son or 3 points for West Brom-cheeky!) to ensure that every excited art buff, would receive the correct information and prepare themselves for the Lightfast range.
Says young Daniel, his chest swelling with pride: “I knew the kind of things people would ask – it’s all about the who, what, why. We had some beautiful imagery to accompany the posts. We knew what every status update wanted to say, in advance. All I really had to do was keep an eye on social media over the weekend, which I do anyway, and answer subscriber questions ‘live’ as and when they came in. Basically, I stimulated the conversation and kept each person engaged.”
And days later, that conversation is still being stimulated, including with those who commented seven days before!
Obviously, we’re not saying that launch parties are all bad – indeed, if it wasn’t for launch parties then some journalists would never eat. But when you have identified your audience – and you can reasonably extrapolate that artists are artistic(!) as well as open to sharing, likely to engage in online discussion, spending a fair amount of their time online and ready to feed back on the quality of their instruments of work – then the merits of a social media launch such as Lightfast’s become readily apparent.
If you know where your audience is, what they want to see and know that they are likely to engage, then your launch party can exist entirely on social media, and a heck of a lot more people will show up – with no pressing of flesh and hard sell spiel necessary.
A little food for thought on launching in the social media age. And while we’re on the subject of food, here is a photograph of some vol-au-vents. We could murder some of these right now.
If you think your company could benefit from Small Man Media’s product-launching skills, masterful social media knowledge or award-winning copy, visit us at facebook.com/smallmanmedia or hurl a tweet at us at twitter.com/smallmanmedia – we’re very approachable and our office has many, many biscuits to share.