Case Study: Small Business Captivate On Hold (global tech company based in Perth, Western Australia)

Graphic by Nic van Straalen, Perth Media

People often ask – what does a media company do?

Primarily Perth Media, responds to its client’s needs. All small business are on tight budgets and have different strengths, and we always try to offer real value for money and complement our client’s own areas of expertise. If the team in-house are good writers, then our team may focus on graphics or PR, for example. Or, if the client already has great media connections, our team may set up social media scheduling, content calendars and begin a video blog schedule or write a series of press releases to assist in-house PR.

 In the case of Mark Horwood (CEO of Captivate On Hold; former head of the Truffle Producers of Western Australia and one-time truffle farmer), it has been all about flexibility and being proactive. Perth Media support has promoted the truffle industry (in WA Business News, The Australian, many regional papers and ABC radio); achieved PR that resulted in the sale of Mark’s own truffle farm; established a long-term dialogue with key global tech reporters and media experts in the tech space for Captivate On Hold; brought home some excellent media results (WA Business and ABC radio); and facilitated a seamless, professional, consistent social media presence, including blogs, podcasts, content calendars, graphics and twitter/facebook campaigns.

Here is a testimonial from Mark Horwood, CEO of Captivate On Hold, for Perth Media. Captivate On Hold provides On Hold products for callers waiting on the telephone, one recently-launched is Interactive On Hold. Most of Captivate On Hold's clients are international, and the firm has an office in South Africa, as well as Perth.

‘Our small business needed a good PR consultancy to expand into global markets from a domestic Perth-based Australian company. None of the ‘big PR firms’ wanted to help as our budget was limited. I met Cate Rocchi through my then chair role of the Truffle Producers of Western Australia in the regional truffle capital of Australia – Manjimup.

Cate was energetic and positive and wanted to help. Her background was PR in agribusiness so we got on well. When time pressures dictated the sale of my profitable truffiere, I appointed Cate to assist with the PR to sell a high-priced property in a depressed market. She was brilliant, we had TV, radio and press articles about the property sale. Agents expected to take one year to sell – it sold in a week, full price cash. A well-orchestrated campaign by Perth Media paid off for me.

From there, my business appointed Perth Media to do another seemingly impossible task, make a 30-year business to look like a global corporation – on a budget.

Cate and her team have struggled to do everything needed within the meagre budget we provided. They achieved some amazing results in social media, improved our corporate presentation no end and have set the scene for the global expansion we requested from them.

Personally, Cate is an energetic woman whose effervescence leads greatness. Her business has grown dramatically with ours and the other clients she has taken on. I recommend Perth Media.’

Perth Media has designed a tailored monthly package for Captivate On Hold, please contact us for more details on 0428431699 today.

Facebook Drives Sales, Builds Brands and Increases Google Rankings

'Your company may have a Facebook page, but is it embracing the social media?'

Facebook is rated the #1 social media platform in the world, with 1.19 billion users. Creating a facebook profile and uploading engaging content brings huge benefits – it extends your digital footprint, reaches new and existing customers and creates brand recognition.

Why Facebook?

·      More than half of Australia’s total population is active on facebook, the average user spends 55 minutes per day scrolling through their newsfeed.

·      When it comes to being a brand on Facebook, 80% of users prefer to connect with that brand through facebook (Opposed to over the phone, email or through the website).

·      Facebook allows two-way communication with your followers and creates a sustainable relationship with the audience.

What can your business achieve from having an active, engaging facebook profile?

1. Increase sales

2. Increase brand recognition

3. Consistent and active online presence

4. Broaden customer base

5. Creates and strengthens relationship with followers

6. Creates a channel of communication with customers

7. Optimize search ranking

8. Improve digital footprint

Consider Facebook as your business’s online home base, as it allows you to display all relevant information and spread content such as blog posts, events, deals, photos, videos, milestones and so much more. Facebook’s power comes from its ability to target a small but highly curated audience, therefore as a business on facebook the more you tell the right story the better Facebook can target your audience.

Many are still skeptical of the social media giant’s upside. Here are some short case studies from Facebook Business that prove its worth.

Toyota Australia: To pre-launch its all-new Prius, they used Canva, carousel and video ads on facebook to reach over 7.6 million people and increase the number of test-drives by 69%.

7-Eleven Australia: The international chain saw a 77% lift in app downloads after launching a combined Facebook and Instagram campaign to amplify its mass-market advertising in Australia

QANTAS: Used Facebook’s video ads to promote its latest brand campaign, they had 7.2 million views and 6 million Australians were reached in one month

Loreal Australia: Using facebook’s photo and video ads, the global beauty brand recruited 50,000 Australian women to take its anti-ageing moisturiser challenge, addressing scepticism in the skincare market and achieving record market shares.

In saying this, simply having a profile isn’t enough. Here are some simple steps you can follow to optimize your profile

• Make your profile photo your logo and have an engaging cover photo
• Have a ‘call to action’ button, offering the user to ‘sign up’ or ‘see more’. This could link to a newsletter subscription or link to the website
• Every section should be completed as much as possible (use key words that searchers will use to find businesses in your industry)
• Content you share should be original
• Post original text/visuals, unauthorized use of content can result in legal penalties and google rankings falling
• Schedule your posts, this allows you to be organized and map out your social media strategy
• Share your website content through Facebook, this drives traffic to your website
• Share exclusive deals to Facebook followers only
• Follow other industry-related pages
• Respond to comments and engage with followers

By Chanelle Casserly, Perth Media intern

Digital Consumer Law: Testimonials, the ACCC and How to Avoid Your Brand Being Skewered by Unethical Marketing

'Carefully constructed brands and reputations built over decades can be skewered by court action overnight', Cate Rocchi, CEO of Perth Media

BY CATE ROCCHI, CEO PERTH MEDIA

The Australian Competition and Consumer Commission’s legal action against Perth-based Aveling Homes last month sent a clear message – website testimonials are not just ‘advertising’ and digital content must be authentic and accurate.

Content creation should be informative and engaging but, most importantly, responsible. It cannot mislead. If it does, the consequences are severe. Carefully constructed brands and reputations, built over decades, can be skewered by court action overnight.

Commenting generally on the legal issues involved, Clare Pope – partner at Squire Patton Boggs in Perth – said: “There are a number of concerns with companies producing fabricated testimonials online, not least of which is the reputational damage which is suffered once this kind of thing comes to light.”

She said such behaviour was unethical and most likely to be illegal under the Australian consumer law, Competition and Consumer Act Cth (2010) (CCA).

Pope explains the CCA establishes a single national law for consumer protection and imposes statutory obligations on suppliers and manufacturers of goods and services which include prohibitions on false representations in relation to the supply of goods. It prohibits conduct that is likely to mislead or deceive. 

The CCA has also introduced some new prohibitions relating to false or misleading representations, not included in earlier Australian consumer laws.  These include prohibitions on false or misleading representations, regarding goods or services, that purports to be a testimonial by a person.

Ms Pope said these relatively new offences were clearly intended to capture the development and proliferation of review and testimonial websites. 

“There are various ways in which reviews and testimonials could mislead consumers, and the ACCC isn’t just interested in fabricated testimonials produced by, or on instruction by, the company itself (for example paying someone to write the review or testimonial), but reviews written by competitors also come within the ambit of the ACCC’s scope to protect consumers,” she said.

With regards to Aveling Homes, the ACCC is seeking declarations, pecuniary penalties, injunctions, corrective notices, a compliance program, findings of fact and costs.

Perth Media’s writers produce authentic, high-quality and thoroughly researched content – including case studies and testimonials – to accurately portray your company’s services, stories and track record.

Our work is not overly enthusiastic marketing, it is grounded and focused on facts, and your company’s unique products and narratives.

Perth Media: Launch of 'Framing Your Story' Autumn Campaign

Graphic: Nic van Straalen

The Perth Media team are working on a new autumn campaign: 'Framing Your Story.' We frame the view (of target audiences) by writing and producing high-quality content for digital media campaigns. We highlight the best stories and tell those succinctly and expertly. Stand by for some great case studies. Multimedia campaigns - featuring twitter, facebook, instagram, linkedin and traditional PR - are structured into monthly content production calendars.

Social Media Concepts (Themed Images to Illustrate Your Blogs)

Did you know the team at Perth Media can supply beautiful themed social media images - to illustrate blogs or to stand alone?

Take a look at these, created by creative digital content designer, Laura Murphy, for Rewire Your Pain authors Dr Stephanie Davies and Dr Nicholas Cooke.

Packages, with or without photography, are competitively priced.

https://articles.rewireyourpain.com/blog//sleep-well

Testimonial for High-Level Perth Media CV Writing Service

Need a fresh, sophisticated approach to your personal brand?

http://www.perthmedia.com.au/products-1/high-level-cv-service

Perth Media's Newslist Service Has Launched: E-newsletter Design and Production

Do you have high-level mailchimp design, editing and writing skills in-house? Or could you do with some assistance. 40% discount rates on offer, as Perth Media builds its e-newsletter client expertise and gets some solid runs on the board. Get in touch today.

Prepare Your Company and Personal Brand Strategy

Do you know what your personal brand is? Is it what you want it to be? Does your company have a brand strategy, and is it consistent? What kinds of words and pictures do you want associated with your products?
These are all crucial questions that should be answered prior to a media campaign.

Perth Media can help prepare fantastic photographs in line with your brand objectives. If you have amazing visuals, your news stories and social media posts may reach far more customers, than those that are mediocre.

Perth Media photography sessions should be a vital part of your media/marketing/public relations campaign.