It’s not all champagne and caviar in the world of PR

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Driving the Frasermedia beetle, getting used to a MacBook, Starbucks Fridays, and working in the white and pink Frasermedia office are all perks to my new job. Not to mention the great range of clients and all the exciting projects I’ve been involved in since I started here three weeks ago.

I’m Frasermedia’s newest recruit. I’m also a dog obsessed, chocolate addict, all round girly girl, so imagine my delight when I found out that the girls in the office also have very similar interests to me.

I got my first taste of PR when I worked at a consumer PR agency in London. I was extremely fortunate, as I got to go to lots of swanky London Fashion Week after parties on behalf of clients – I even met a few celebs!

Whilst the fast-paced lifestyle of the Big Smoke may appeal to many people, it wasn’t for me and I returned home to the Granite City to continue my career.

Thanks to the release of Absolutely Fabulous the Movie, PR is currently in the spotlight. Fashion magazine editor Patsy Stone and PR agent Edina (Eddy) Monsoon are heavy-drinking, party animals who are notorious for their drunken antics, whilst they desperately try to remain young, fashionable and hip.

Their love of ‘bolly’ and catchphrase of “sweetie, darling” reinforces the idea that the world of PR is all glitz and glam, glasses of champers and air kisses. Even though I’ve worked in PR in London, I can assure you first hand that this stereotype is not an accurate representation!

Everyone I’ve worked with in the PR industry has been hardworking, and that certainly seems to be the case here at Frasermedia. The girls are all completely dedicated to their clients and their jobs, I’m very proud to be part of such a committed and enthusiastic team.

I was made to feel very welcome and even though I’ve only been here for a few weeks, it feels like I’ve been part of the Frasermedia team a lot longer. I’m really looking forward to getting to know the girls properly and showing them what I have to offer.

One thing I love about agency life is getting to work with a mixture of clients. Frasermedia has a really diverse range of clients and I’m very happy that I get to work with businesses from all different sectors. As they say, variety is the spice of life!

Whilst I’m sure that all of us Frasermedia girls are partial to a glass of fizz or a gin at the weekend, we’re nothing like the PR stereotype. Instead, we choose to focus on working hard and seeing results for our clients. I’m much happier with a cup of tea and a packet of chocolate digestives on a weeknight anyways!

Gemma x

Gemma

Senior PR Account Executive/PR Account Manager (Depending on experience)

Love PR

Our Aberdeen office has an exciting opportunity for an experienced PR professional to join their dynamic PR and Marketing consultancy on a full-time basis.

This is a key role working with a range of clients from a variety of industries.

The ideal candidate should have previous PR experience working directly with clients and be confident in dealing with businesses of various sizes. Agency experience would be a benefit.

Joining our friendly team, you will need to be creative and focussed on generating regular client media coverage and generating fresh, vibrant ideas to raise profile and brand awareness for our growing list of clients using traditional PR and digital media. A sound knowledge of social media networks is essential.

Key responsibilities would include: working directly with individual PR clients, writing concise, accurate press releases and generating fresh angles to target specific local and international media, creating and delivering eye-catching PR and marketing campaigns, building media relationships and attracting new client accounts.

Job requirements

Including but not limited to;

Previous PR experience

PR/Journalism qualification

Excellent writing and communication skills

Excellent English grammar, punctuation and spelling

Excellent time management

Ability to liaise directly with clients

Ability to lead, inspire and further develop junior team members

Ability to meet tight deadlines

Must be efficient and organised

Key team player

Journalism skills preferred

Good knowledge of social media

Willing to work flexible hours on occasion

Must be presentable, enthusiastic, creative and hard working

 

Please send your CV and covering letter to pauline@frasermedia.co.uk. Closing date for applications is Wednesday, 11th May 2016.

Embracing Social Media Advertising

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It’s obvious that times are changing and that the way businesses advertise has shifted erlandh-Smartphone-Excitement-800px copyfrom traditional billboards and print advertising to online engagement. We no longer stand in queues looking at the promotional posters, bus stops or billboards around us; instead, we stand there looking at our phones.

So for businesses looking to get in front of an audience that spends the majority of their day on their phones or sitting in front of a computer, then I’m afraid there’s not much else do to but to bite the bullet and embrace this new digital world.

Facebook’s algorithm

With social media networks constantly evolving, improving and enhancing they way they showcase content, businesses have to be savvy in their approach. Take Facebook for example. One of the world’s largest social networking sites, its main focus is to provide a social network for peers to interact on – advertising was never in its initial strategy. And to help maintain this authenticity, and avoid companies filling its news feeds with spam, Facebook implemented its news feed algorithm at the start of 2015, which now prioritises content in the order it believes you would like to see it. For example, you are more likely to see content shared by your best friend, as opposed to some stranger you accepted a friend request from out of pity – not at least until you build up engagement with that person.

These rules also apply to businesses. It’s a given that people do not interact with businesses on Facebook as much as they do with their friends, and so less and less business content will be placed on individuals’ news feeds under this algorithm. This is why it is crucial nowadays for businesses to pay for, or in Facebook terms ‘boost’, posts to get them in front of the audience they want. There are more than 1.5 billion monthly active users at their disposal after all!

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Engagement is key

It is important to remember that social media channels are two-way communication platforms and shouldn’t be used for one-way promotions, or in other words, ad vomit. Engaging with customers and testing out what content works well will be sure to improve results and you will soon begin to see a return on investment.

Our three top tips for advertising on social media are:

  1. Strategy

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I often feel this word is thrown around a lot in the marketing world but what does it actually mean?? Well for social media it’s simple; define your goal, determine your budget, know your audience and select your channels.

For example, is your goal to increase followers, website conversions, or sales? And how much would you like to spend per month on these platforms? Compared to traditional advertising, social media ads cost next to nothing, yet provide more accurate results that can be tracked. What is your audience interested in? If you are a baking company giving away a free guitar, are you really attracting the right audience? And lastly, which platforms are relevant to you? Whether it’s Facebook, LinkedIn, Twitter or Instagram, ensure your content is appropriate for each site.

  1. Content is king

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Again, this boils down to knowing your audience inside out. If you can outline the perfect persona – anything from what they eat, to how they travel, to where they hang out, then your chances of capturing their attention will increase dramatically.

Also, rich media content such as videos, images and infographics, certainly have a higher engagement rate than plain text. And remember, always include a call to action, whether this is to like your page, visit your website, call your number or simply share your post.

  1. Analyse, then analyse again

analyse

Be sure to make use of the social analytics tools and use what you’ve learned. Analytics data is like gold dust in the marketing industry and has the power to make your ads much more effective. Simply use the information from your analytics, whilst bearing in mind your goal, to consider how your campaign could have been improved. Then analyse again and again until you get it right.

Paid for advertising can get great results from the get-go, or they can develop with time and investment. It may be that you need to experiment with the content, the targeting or even the platforms before you find your business’ social media advertising niche.

Social media may appear scary at first for any business, but it is definitely worth the traceable results in the end. Digital avoidance isn’t optional if you expect to run a successful business, so if you want to succeed you’ll need to consider your social media approach and constantly innovate and freshen up your content.

After all, when it comes to social media, you’re only as good as your last post.

To find out how Frasermedia can help with your social media planning and execution, contact us on 01224 857999 or visit our website at www.frasermedia.co.uk

Frasermedia’s Christmas Gift Guide

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For the men in your life…

GPH Builders Merchants

Don’t forget about the man in your life this festive season. The builders merchant, which has bases in Inverurie, Westhill and Stonehaven has extensive ranges of power tools and equipment, but if you don’t know what to buy, why not pick up a gift voucher? While you are in the shop, pick up the company’s 2016 calendar for a small donation – all proceeds go to CLAN and Alzheimer Scotland. Visit gph.uk.com

Rebel

If you know someone looking for a new tattoo or body piercing in 2016, then look no further than Rebel for gift ideas. The leading Aberdeen tattoo and piercing studio, which is based on the city’s George Street, is one of the longest running studios in Aberdeen. For more information about Rebel Ink and to see examples of the work produced at the studio, visit its Facebook page at www.facebook.com/rebelinkaberdeen or its Instagram at @rebel_ink.

 

For the ladies in your life…

Aberdeen Ardoe House Hotel and Spa

Buy a gift voucher for the luxurious hotel, situated on the outskirts of Aberdeen, and you will definitely be in the good books in 2016. There’s so much to choose from including dining in the award-winning Blairs restaurant, being pampered in the hotel’s spa, or relaxing over a champagne afternoon tea. You never know, play your cards right and you might get to go along when they decide what to spend their gift on…….Visit www.ardoehouseblairs.co.uk for more information.

Linton & Mac:

The perfect present for those party queens this Christmas, the Linton & Mac Partners in Crime experience for two. Why not treat someone to a fantastic hair and make up lesson accompanied with fizz and nibbles, with the leading creatives in the salon. Or, what about indulging in the infamous style bar vouchers or the salons popular Windle and Moodie products, the outcomes are endless! Visit www.lintonandmac.co.uk for more information or call the salon on 01224 641664.

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De-Zire

Help the special lady in your life feel De-Zireable this Christmas. The luxurious shop stocks a range of quality and affordable lingerie brands covering cup sizes from A-H, including Maison Lejaby, Aubade, Prima Donna and Charnos. If you need help picking the perfect present, fear not, as boutique owner and lingerie Queen, Susan Evans will be on hand to help. Alternatively, why not buy your loved one a gift voucher so she can treat herself. Visit www.de-zire.co.uk for more information.

 

For the foodies in your life…

The Store

From festive hampers and butchery classes, to artisan goodies and the perfect roasts, The Store has something for everyone this Christmas.

Looking to treat a loved one to an once-in-a-lifetime experience? Put their culinary skills to the test with a half-day butchery course. Start the day with a coffee and bacon roll, followed by a tour of the farm where you will end up in the butchery. Our first-class butcher, Grant, will demonstrate his craft and then coach guests as they try their hand at being a butcher for the day. Guests are then treated to a meaty lunch at The Store to finish off the rewarding experience full of memories.

The Store also has a number of home-dining options throughout the festive period including breakfast boxes, roasts, chef prepared meals, festive feasts and banquets fit for a king, bringing you the perfect Christmas dinner. Visit http://www.thestorecompany.co.uk or call The Store on 01358 788083 for more information.

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Beetroot Restaurants (The Adelphi Kitchen and CUE)

Looking to impress the foodie in your life, then look no further because a gift voucher for The Adelphi Kitchen is all you’ll need to please this Christmas.

No plans for New Year yet? Check out the Adelphi Kitchen’s Hogmanay party sponsored by Dark Matter Distillery. A seven-course meal with rum libations on arrival and local musician Oliver Richards performing, what more could you ask for this Hogmanay!? Tickets are £75 per person. To book a space contact the restaurant on 01224 211414 or email hello@theadelphikitchen.co.uk.

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Ciao Napoli

Looking to put an Italian twist on your gifts this Christmas, well you’re in for a treat as one of Aberdeen’s longest established Italian restaurants is set to cook up a storm in January, offering a unique dining experience, which has been devised to take people on a journey throughout three regions in Italy.

The exclusive event, which takes place on Thursday 28 January, will include a three-course meal, wine and prosecco paired to different seasonal dishes provided, a welcome drink on arrival, and the chance to ask questions and get top cooking tips from head chef Peppe Lepre, and wine sommelier Marco Cremonesi. To purchase tickets contact the restaurant on 01224 213223 or email ciaonapoliaberdeen@hotmail.com. Alternatively, you can also purchase gift vouchers. 

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JK Fine Foods

Cook up a storm for a loved one this Christmas with JK Fine Foods, an exclusive fine dining website that allows you to source Scottish produce and fine treats to be delivered straight to your door within 24 hours. Choose from a large selection of succulent meats, seafood, wines and treats to entertain family and friends at home over the holidays. Impress them with some of Scotland’s finest delights, including St James Smokehouse flavoured infused salmon! There’s gin & tonic, whisky & honey, champagne & orange or mojito smoked salmon to choose from…tasty!

Or why not treat that special friend to a festive hamper this Christmas? Our top pick is the Fizz & Fancies hamper packed full of handmade delicious desserts and a bottle of its finest prosecco, perfect for a girly night in. Visit www.jkfinefoods.co.uk to discover your newfound love of fine food and put your culinary skills to the test this festive season!

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Friday 30th October 2015, Aberdeen, Scotland. A range of hand-picked luxury produce carefully selected by JK to help you create show-stopping dishes. Pictured: John King (Photo: Ross Johnston/Newsline Media)

For the craft beer lover…

Loch Ness Brewery

Stuck for a present for the craft beer lover in your life? Look no further than Loch Ness Brewery. The brewery harnesses the power of Loch Ness at its source to brew award-winning ales to be enjoyed by free thinkers and beer drinkers everywhere.

Occasionally the brewery produces a beer to reflect the changing seasons and this year it has produced a cracker of a Christmas beer, FestiveNESS. The beer, which made it into the Herald Scotland’s Great Christmas Beer Guide, is mahogany in colour and has aromas of caramel and chocolate, as well as ginger. Making it a perfect stocking filler for all those beer enthusiasts everywhere…Visit http://www.lochnessbrewery.com to order yours now!

 

For those interested in health and fitness…

Juicy-Ness

Christmas is traditionally a time of over-indulgence in food and alcohol, with nasty hangovers being all too frequent.

But do not fear, Juicy-Ness is here to get even the naughtiest of us back on track to kick-start a healthy and happy 2016.

Choose from a five-day or three-day detox juice and soup clean living programme, which can be delivered straight to your door fresh each morning or conveniently frozen – Juicy-Ness delivers to homes all over Scotland. With up to seven vegetables packed into just one of Juicy-Ness’ morning breakfast juices, you can relax in the knowledge you are getting all your vitamins and minerals. Benefits of the programme include weight-loss, improved skin and hair, better sleep and increased energy. Visit http://www.juicy-ness.co.uk for more information.

Loch Ness Water

Still searching for that special gift for someone at home or abroad? What about a bottle of Loch Ness Water, which is like no other bottled product? It stands proudly alone due to the uniqueness of where the water is sourced and the premier glass bottle. Extracted straight from the body of the world famous Loch Ness itself, the water is then prepared and bottled in the Scottish Highlands.

Fresh, free from any impurities and with a little bit of mystery in every bottle, Loch Ness Water could have your Christmas all wrapped up.

Making an excellent addition to any Christmas dinner table, Loch Ness Water compliments the ‘water of life’, whisky, perfectly. Or it will serve as great talking point to refresh guests at the dinner table in between alcoholic beverages. Go to www.ness.scot to place an order now.

The Gift of Giving

Christmas is a time for giving, so if you or a special one has everything they need, why not make a donation to a worthy local cause?

North East Sensory Services (NESS) has been supporting blind and deaf people in the North-east since 1879. The charity provides rehabilitation services as well as teaching practical living skills to those who were born deaf and/or blind. From parent and baby groups to teen camping trips, blind bowling teams to fitness classes, NESS cares for sensory impaired people of all ages. Contact NESS on 0845 271 2345 to make a donation in your name or on behalf of a friend or family member. To find out more about the work of NESS visit http://www.nesensoryservices.org.

A little note from the makers of Loch Ness Water…

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My Loch Ness journey began back in 2012, when I proactively set out to make my vision of producing a bottled water product, straight from Loch Ness a reality, an idea I have sat on for over ten years.

I have utilised the jewel of the Highlands, Loch Ness Water, to produce a premium bottled water product. I wanted everyone to be able to own a piece of Loch Ness Water, in a bottle!

I’ve always been passionate about the Highlands, my grandfather Jack Oag built the famous Clansman Hotel in the late 50s which is on the shores of Loch Ness itself. I have always seen this as a great business opportunity and felt that the Gaelic for water of the creature is Uisge an Creutair, which would complement the water of life, Uisge beatha or otherwise known in Scotland as whisky.

For the past three years, I’ve spent endless days on research, many sleepless nights and questioned myself almost on a daily basis about launching a business in the water field!

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But I had a vision, and I knew it would work, and that is what has kept me going through tough times, even when we hit barrier after barrier along the way. Loch Ness is a global phenomenon, and it’s something that I have grown up with.

Of course, the finished product, which is quite simply Loch Ness Water, would not be possible without the help of local businessman Mark Alison, MD of Red Revolution, whom I sat up with night after night – to design and produce the perfect branding. Meanwhile, director of finance at Loch Ness Water Imtaiz Ali has ensured the business plan is water tight, and has a clear structure for growth in the future.

And my partner, Dawn Younie, who is now operations director at Loch Ness Water, has given up her full time job in sales because she also believes in Loch Ness Water. Dawn has been integral to this Loch Ness journey that we have now embarked on. She has helped in countless ways researching what is a complex process to produced a premium bottled water process, and she’s also been involved in the long nights, early starts and helped me stay focused, when quite honestly, it’s been a struggle!

This Loch Ness journey that began in 2012 is, as far as Dawn and I are concerned, only now just coming to fruition.

There have been months spent on the final design of the product, the research into the process of bottling water and the investment into specialist equipment that we need, the research and wee disasters with the labelling and quite literally ceilings crashing down on us, to finally launching our product on the market this week.

We are delighted with the products finished look after going through a significant journey to find the perfect bottles for our product and the creation of our unique, sleek branding and we are excited to finally introduce it to the world.

We have been very lucky to date, we have already had significant sales from hotels, key retails outlets and we have had vast interest from the international market.

So I think for now, all that’s left for me to do is to introduce you to our brand new webpage http://www.ness.scot, ask you to join us on our #LochNessJourney via our Facebook page and Twitter @Lochnesswater….

We hope you love our Loch Ness Water just as much as we do.

John Oag, Managing Director of Loch Ness Water.

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Ready, steady…launch! An entrepreneurs guide to launching a product or service

You are an entrepreneur, you know you have developed a great product or service, after all, you have put the hard work in, spending thousands of pounds on creating the perfect version of your light bulb moment idea.

And now it’s time to sell, sell, sell, right? Wrong! Slow down right there…

Remember this is your idea, your business and your vision. You have spent months, perhaps years and endless sleepless nights justifying your decision to leave your 9-5 and to take your product, knowledge or expertise to market and branch out on your own.

You now must think about how to launch your product, and you must have the right knowledge or team behind you to help you do this correctly.

A well-executed launch is your chance to grab customers’ attention and make a strong impression with your product. But this is no easy task, so be sure to know your stuff first!

Step one
Understanding
As an award-winning and professional PR company, here at Frasermedia we always ask new clients one important question – who are you marketing your product to?

In order to launch a successful business, you must first understand your market. Key things to think about when considering your market:

Who will your product or service appeal to?

Who will invest or buy into your product?cool-question-marks-QuestionMarks

Step two
USP – Unique Selling Point anyone?
Simple, what is yours?

If you can’t answer this immediately, you need to take a step back. Your business, product or service may have a few USPs, but you need to know and understand them in order to launch your business onto the market place successfully. If you don’t know why someone would buy your product over something already on the marketplace, then how will your customer or client know to choose your product over others?Screen Shot 2015-10-16 at 14.03.27

Step three
Research, research and research
You know who you are pitching your product or services to, you know your target audience – so you are ready to go, right? Wrong! You must know who your competitors are. Learn everything there is to know about your competitors and then use your USP to understand exactly where you can fit in and complement the market place.Screen Shot 2015-10-16 at 14.06.16

Step Four
Information is the key
So you have everything in place to launch your product or service. But what about if people want to find out more, have you got a website in place? Have you considered the benefits of social media?

If not – you’re not ready.Screen Shot 2015-10-16 at 14.08.15

Step Five
Target audience
Right, so you have identified your position in the marketplace, you know your USP, you have a bright shiny new website, you are surely ready to go? No! Not yet. How are you going to target your audience, how are you going to get your message out there? You need a press release. And you need a plan in place to complement that press release. You need some well-written blogs, some well placed on-line advertising – perhaps even a PR stunt?

Professional help to target the media and correctly distribute your message is always encouraged here.Target-Audience

And launch!
The launch of the product is the signal that you are ready to sell, sell, sell.

If you have done your research and invested time and money into making sure the launch of your product really packs a punch, you are already on your way to success.

Here at Frasermedia, we’re experts in getting messages out there. If you need a hand – get in touch. It’s not worth the risk of doing it badly.