I’ve spoken about the fundamentals of policy before. You can communicate all you like, but if you ain’t got . . . → Read the rest of this entry...]]> So there is this story doing the rounds that BP managed to photoshop some pictures – check out the blog post by Andrew Price on the GOOD blog.

I’ve spoken about the fundamentals of policy before. You can communicate all you like, but if you ain’t got the policy, I’m not convinced.

Having said that, this story about BP and photoshop reminded me of this Greek proverb “Όποιος καεί στο χυλό, φυσάει και το γιαούρτι” – which loosely (really loosely) translated means that if you’ve burned your tongue with soup you probably blow on yoghurt before you taste it as well.

It would be good to keep this in mind in times of crisis.

At times like that isn’t better to make sure that every single part of the organisation – especially the outwards looking ones – are just like saints? (or nuns. or whatever)

Fine, I get it, it was all a bit of an aesthetic change, nothing significant. Still, when confidence in a company has taken a grave blow, perhaps it’s time to make sure that everything is 100%, crystal clear and transparent quite unlike the Gulf of Mexico.

I’m just saying. Think yoghurt.

Share/Save

Orange Dress Uploaded by betsyjean79 on 21 Oct 06, 1.22PM BST.

Innovative marketing is upon us. I admittedly need to work a bit on that phrase since it sounds like I’m talking about the plague but that might not be miles away . . . → Read the rest of this entry...]]>

Orange Dress Uploaded by betsyjean79 on 21 Oct 06, 1.22PM BST.

Innovative marketing is upon us. I admittedly need to work a bit on that phrase since it sounds like I’m talking about the plague but that might not be miles away from where I want to take this post.

If you’ve read this blog more than once you’ll know that I’m not into marketing and so I am ill-equiped to judge whether getting 36 women clad in orange to promote your product in a football game is a good idea or not. (judging by the pics of males following the bra action rather than the football pitch action I would say it at least got people’s attention).

Anyway, because of my job the first thing that comes to mind when I see this debate is this: Policy.

The women were arrested under the Contravention of Merchandise Marks Act, which prevents companies benefiting from an event without paying for advertising. The 36 women were accused of being part of a campaign to promote a Dutch brewery.
(via World Cup 2010: Women arrested over ‘ambush marketing’ freed on bail in the Guardian)

The rule looks sound. FIFA organises and so it retains the right to the game. I have personal issues with sports for sale but it’s a discussion for another time perhaps.

On the other hand marketing has evolved. It’s not just about the posters and TV spots. Flash mobs, ambush marketing, take your pick – they are upon us (kinda like the plague – get that first paragraph now?)

When I see a debate like that I’m not seeing a “should they – should they not” type of discussion. I’m seeing a policy that is probably outdated and is in serious need of review, along with better external relations regarding the existing and developing policy.

Is it perhaps time for FIFA to revisit the rules?

What is important here is not to change the rules as such – I have no position on that one. What is important is to engage with stakeholders and communicate the actual benefits of the current policies. And who knows, maybe a better policy will come out of it all.

Share/Save

put your hand up if you are having a good time Uploaded by micn2sugars on 18 Jun 07, 3.16PM BST.

As anyone working in policy will tell you it is . . . → Read the rest of this entry...]]>

put your hand up if you are having a good time Uploaded by micn2sugars on 18 Jun 07, 3.16PM BST.

As anyone working in policy will tell you it is impossible to plan, analyse and set up good policies without stakeholder engagement.

Since policies are usually set by government or regulators it would be easy not to engage. Power is after all a heady thing. However, government or regulator priorities are completely different than industry and consumer priorities. Not to mention that each partner usually works in a silo and is under the – mistaken – impression that their priorities are the most important ones.

Most UK government Departments know this. I have been fortunate in my career so far to have worked with some marvellous people in Whitehall who reach out and want to both learn and share what they know with stakeholders. Good consultations in the UK are marvellous examples of this.

In some countries – or some sectors – industry meeting government or government Departments (by they way – they are NOT the same thing. Engaging with politicians and engaging with civil servants serve completely different needs) is frowned upon. There is this idea that perhaps politicians and civil servants are unduly influenced by businesses.

However, influence is exactly what results in good policy. A good mix of stakeholders will push in all sorts of directions. Priorities that matter for everyone will be put on the top of the list while those that are only important for one quarter will be scrutinised more. This is a healthy process which – when managed properly – can result in well-rounded policies.

Sometimes friends ask me if there are rules in this process but it all depends. There is one pre-requisite however that you cannot escape from. MAP your stakeholders. I mean that quite literally, put them down on paper, in circles or in lists, whatever works. Discuss the map with colleagues and stakeholders – you never know who you might have left out. What you should end up with is a constellation of organisations and people who can make a significant difference to the policy you are writing.

No policy is ever perfect, a sad but true fact. However, good policy people make sure that it’s the best it can be – and that can never be an isolated act.

Share/Save

Highly recommended – viewing. If nothing else he talks about social networks off line which we tend to forget with all the on-line activity nowadays that are still extremely . . . → Read the rest of this entry...]]> Nicholas Christakis talks about social networks (in the good old traditional sense) and how in his medical research he found that these influcence people.

Highly recommended – viewing. If nothing else he talks about social networks off line which we tend to forget with all the on-line activity nowadays that are still extremely important.

Share/Save

A promotion – I assume – for REAL crisps. Their people approached you and offered you the crisps, you had to choose according to what you intended to vote. Not that you had to, you could take all three if you . . . → Read the rest of this entry...]]> This lunch time at a central London location these crisps were given out.

A promotion – I assume – for REAL crisps. Their people approached you and offered you the crisps, you had to choose according to what you intended to vote. Not that you had to, you could take all three if you wanted.

Each pack had a ‘thank you’ message and a prompt to register your vote on their website.

I think this is a brilliant and cheeky way to product promote during the election.

Can I please be introduced to the person who thought this up so that I can declare myself their humble student?

Share/Save

Facebook reminds me to vote…

and then THE SUN finds hope (but no shame)

Let’s see. . . . → Read the rest of this entry...]]> A bit of a surreal UK election from my point of view.

Facebook reminds me to vote…

and then THE SUN finds hope (but no shame)

Let’s see.

Share/Save

It is a horrible, horrible day.

Athens Uploaded by Verani Federico on 2 May 10, 11.15PM BST

Athens Uploaded . . . → Read the rest of this entry...]]> I’ve started writing something and deleted it numerous times.

It is a horrible, horrible day.

Athens Uploaded by Verani Federico on 2 May 10, 11.15PM BST

Athens Uploaded by Verani Federico on 3 May 10, 12.21AM BST

GREEKS PROTEST AUSTERITY CUTS Uploaded by PIAZZA del POPOLO on 5 May 10, 3.25PM BST.

Share/Save

Beer O'Clock Uploaded by Ben Harris-Roxas on 24 Feb 06, 4.44PM BST

Stan Schroeder reports over on Mashable that the poor bloke who lost that iPhone has been offered a free trip by Lufthansa. (Original story on CBS news)

In . . . → Read the rest of this entry...]]>

Beer O'Clock Uploaded by Ben Harris-Roxas on 24 Feb 06, 4.44PM BST

Stan Schroeder reports over on Mashable that the poor bloke who lost that iPhone has been offered a free trip by Lufthansa. (Original story on CBS news)

In a few words this is how it went. Gray Powell, Apple engineer, goes for a drink at a German beer place and looses an iPhone prototype. Apple being legendary for its secrecy you can realise that all hell broke loose. On a completely unconnected note (you would have thought), Lufthansa opens up a Bavarian Beer Garden Business Lounge in Munich.

Enter the brilliance of the Lufthansa staff in terms of communications, engagement, marketing, beer, life, the universe and everything.

They actually write to Gray Powell in a very very nice tone and offer him a free business class trip to Munich so that he can enjoy his German beer and relax from all the onslaught.

Now if that is not an epic win I don’t know what is.

Why can’t companies be as innovative as this and as engaging as this more often?

————————–

UPDATE: Thanks to my twitter chums (@fotious and @larios) for asking some questions after publishing this for giving me an opportunity to clarify a bit more what I think about this one.

1. Lufthansa was nice
Their letter was lovely and polite. They didn’t make fun of him, just offered a break in a lovely and friendly way.

2. Lufthansa realised the opportunity that a disaster represented
And they took advantage sensitively and with good humour (unlike others in the recent volcano disruption)

3. Lufthansa let others do the talking
From what I understand (correct me if I am wrong) the company approached Powell and he chose to make the letter public. Kudos to the big bad corporate monster for keeping quiet in the meantime.

4. Lufthansa made a brilliant connection
Between geeks, bloggers, travellers and the social media world. A lot of people who will discuss this and write about it and advertise it and and and…

5. Lufthansa created value
Let’s say Powell never made the letter public. Lufthansa has given away a flight but gained a happy customer – who’ll probably chat about it to some of his friends. Let’s say Powell made it public (he did). Lufthansa effectively gives a free ticket and gets a free, huge, self-perpetuating marketing and communications campaign. Which strikes people as basically smart, funny and honest.

In the meantime other companies are trying to discuss return on investment and other management speak gobbledygook. While the true value comes from real actions with real people.

—-
UPDATE 2 (24 April, 14:45):  I initially read that Powell made the letter public but I now found this - from Lufthansa – which shows the letter as an Open Letter. Disregard all my comments on privacy – I still think it was a stroke of genius but a touch cheeky if they really did put it out there as an open letter.

Share/Save

Outdoor advertising campaign from the Greek National Tourism Organisation

I’ve been reading quite a lot lately regarding this year’s advertising campaign for tourism in Greece, organised – as it happens every year – by the Greek National Tourism Organisation (GNTO). The campaign has been . . . → Read the rest of this entry...]]>

Outdoor advertising campaign from the Greek National Tourism Organisation

I’ve been reading quite a lot lately regarding this year’s advertising campaign for tourism in Greece, organised – as it happens every year – by the Greek National Tourism Organisation (GNTO). The campaign has been presented (and defended) in the media by politicians and criticised in the media and blogosphere. Interestingly I’ve only seen the debate in Greek (which, for an “international” campaign I would assume kinda beats the purpose?)

I don’t want to go into the campaign itself nor do I want to discuss the creative element. Advertising is not my domain. However, I know policy and communications. And I think it’s a mistake when marketing is used as an attempt to cover up bad or non existent policy.

Greece is a lovely country, granted. Montenegro is an equally lovely country. It is impossible for tourism nowadays to be based on a model that is antiquated and redundant, that of beauty, sun and sea. In other words, for Greece to actually make a difference and continue being a tourism destination, as well as develop the industry more for the future it needs a number of competitive advantages.

What those competitive advantages should be is a decision for the market AND the regulator/ ministry. Incentivising the tourism industry to develop a number of characteristics and offerings requires robust policy planning and development as well as stakeholder engagement both on a national and international level. All parts of the market need to work together on this and realise that Greece is competing on an international plateau of destinations and traveller preferences.

Taking advantage of Greece’s natural beauty has been a haphazard process so far; we seem to have assumed that people will come, disregard all other elements that make up a holiday experience, and just stand in awe of a scenery that is already being destroyed by over-development and inadequate environmental safeguards.

Without robust and well-developed policies any industry will fall into disorganisation and at some point into disrepute (if it hasn’t already). Big players make the market their own, new players and innovation is discouraged. A culture of short-sighted money grabbing schemes prevails and in the long run the whole industry suffers.

This is where policy development and stakeholder engagement comes in – and critically it will need to come in before marketing campaigns. Policy is the building block of any industry and it is currently missing from Greek tourism. Any marketeer who is worth their salt will tell you that advertising is all very well and good but if it misrepresents the product it will ultimately cause more hurt than profit.

I am hoping that the debates on the latest marketing campaign will slowly shift from the advertisements themselves to the underlying structure of the market.

Otherwise, I can’t see how the country can secure the tourism industry and encourage its further development.

————
Full disclosure: I work for SoMaFusion, a digital comms agency which also works in the hospitality and travel sectors.

Share/Save

~ Paris ~ Gare du Nord le matin ~ Uploaded by Janey Kay on 27 Oct 09, 9.55PM BST.

Apart from everything else the eruption beneath Iceland’s Eyjafjallajoekull glacier and the ash cloud . . . → Read the rest of this entry...]]>

~ Paris ~ Gare du Nord le matin ~ Uploaded by Janey Kay on 27 Oct 09, 9.55PM BST.

Apart from everything else the eruption beneath Iceland’s Eyjafjallajoekull glacier and the ash cloud it created that forced airspace closures across northern Europe throws up in the air an unprecedented opportunity for transport policy makers and lobbyists – albeit perhaps not the ones from the airline industry.

Travelling overland – and especially by rail – has a number of advantages that are rarely presented in a convincing manner and I find it a bit disappointing. The volcano eruption and the travel chaos it left in its wake bring to sharp focus our reliance on air travel in a time when trains can be a lot more sustainable, safe and relaxed (considering the chaos of the security restrictions) to name just a few of the positives.

I’m not trying to say that air travel is bad. I think it has a purpose and it’s great. However, it seems to have taken over the world and the balance is gone in… (pun intended) in a cloud of smoke.

Lower costs in flights, constantly lower investments into rail networks and exorbitant train ticket prices (to name just a few) have left rail with an image of a dilapidated ancient system that has little to offer. Projects about high speed rail are announced again and again and then seem to go away quietly into the night. While on the other hand airport expansion plans abound and seem to progress quickly. What can the rail industry do better I wonder in terms of lobbying and engagement?

The profound disruption of these last few days is a marvellous opportunity for a media, policy and public affairs offensive from the rail industry which I don’t see happening (at least in the public domain). The situation is a perfect storm and a blessing in disguise for alternative means of travel and not just for the rail industry. Sustainability experts, green lobbyists, related trade associations, politicians with an alternative and sustainable travel agenda where are you?

I’m just wondering when we’re going to see them get out there and make their arguments.

Share/Save