Future Fibre Technologies (FFT) is an Australian company that manufactures and markets a range of fibre optic intrusion detection and location systems - amazingly effective solutions for securing high value assets and critical infrastructure.

Focused totally on the security industry, FFT is a world leader in fibre optic perimeter intrusion detection, detecting third party interference (TPI) on oil and gas pipelines, and protecting sensitive data communications cables.

Early in 2008, FFT engaged Connecting Images for an initial media campaign to support the company’s presence at the IFSEC tradeshow in the UK, where it showcased its unique perimeter protection products.
With little or no previous media awareness of FFT, our brief was to identify appropriate media, build relationships with relevant journalists, introduce them to the FFT products and capabilities with the view to achieving editorial exposure. The outcomes were most rewarding, and FFT has now appointed Connecting Images as its marketing and PR agency on a 12 month retainer.

FFT’s fibre optic perimeter intrusion detection systems protect hundreds of critical infrastructures around the world - including some airports.

While spending on explosive detection and passenger screening at major commercial airports around the world has increased massively in the years since the terrorist attacks on September 11, nothing has changed regarding the security surrounding Australia’s major airports themselves.

Connecting Images developed a media campaign around this issue, securing great media uptake and interest. Recently three more European airports commissioned FFT Secure Fence(tm) - this single system protects an entire airport perimeter and can pinpoint intrusions to within 25 metres.

Our focus now is on developing more web content, quarterly newsletters and regular blogs, strengthening FFT’s online presence and SEO, maintaining a prominent presence in national and international target publications, and supporting the company with its marketing and promotional activities at trade shows around the world. FFT is represented in English, Arabic, Chinese, French, Russian, Spanish and Japanese translations.

FFT is also very progressive with its customer induction and training. Our first project in 2009 will be to work with FFT to develop a new 2 hour training DVD, designed to enable integrators of the FFT systems to install them in the most effective manner, thus reducing the need for direct FFT involvement in installations. This training video will be available to all FFT installers - both new and existing.

As mentioned earlier last month, it is becoming more economically viable for a business to create or re-develop a website. As your website is more than likely to be the first point of contact most potential clients will have with your business, it is so important that it makes a good first impression. It is important also that your website represents the values and direction of your business, for now and into the future.

We recently partnered with Heat Beads^® to redesign their website, www.heatbeads.com.au. The goals included creating a better user experience, allowing visitors to the website to find what they want - quickly - and for the site to be an appropriate reflection of the market leader in solid BBQ fuel. This was achieved with a clean design, succinct copy and ‘fresh’ images all working hard to reflect the BBQ Culture of the Heat Beads^® Company and its community.

We specialise in creating websites that are search engine friendly and contain effective sales and marketing content. To find out more, give Cal Tod a call on (03) 9819 2566.

As with many publications today, there are two main ways catalogues can be distributed - through traditional mail and online. Whatever your distribution preference, we are experienced in creating catalogues that clearly communicate how your product will benefit your potential customers, rather than just listing the product’s features and details.

Catalogues have traditionally had great potential to end up in the recycling bin. However, producing a professional looking and accurate catalogue with sharp, striking images and persuasive copy that speaks to the reader, can leave your customers feeling inspired.

The Connecting Images team produces award-winning catalogues through:
* Photography (individual product shots and/or lifestyle images)
* Copywriting
* Graphic design
* Print management
* Project management (catalogues usually come with tight deadlines!)

Ready to support your sales team with a catalogue of your very own? Contact Cal Tod at Connecting Images on (03) 9819 2566.

Projecting an accurate image through your corporate identity and branding is essential; as this is often the first contact a prospective client or customer has with your organisation first impressions can be the only one that counts!

As you probably know, corporate identity is not just about placing a piece of clip art on everything from your letterheads and invoices to your power point templates. The philosophy, culture and your offering all need to be integrated into this important visual representation of who your business is and what it does. While it is a creative process, it certainly doesn’t have to be difficult and can indeed be an enjoyable journey of discovery.

A corporate identity should be:

* Consistent - To avoid confusion and to convey a sense of stability and reliability in your product or service it is important to convey a consistent corporate identity.

* Indicative - A corporate identity should reflect your organisation’s values, the direction you are headed in and the products or services you offer.

Through conveying a consistent corporate identity you can begin to build a recognisable brand, and instil confidence that your organisation will deliver what it promises to its clients or customers. A strong brand breeds loyalty, goodwill and trust, making selling easier, faster and cheaper.

Whether looking to refresh or overhaul an existing brand, or launching a totally new idea, Connecting Images will distil your message into a meaningful, memorable, distinctive symbol.

For more information, contact Merilyn or Cal on (03) 9819 2566.

Event management can be a tricky business. While it can require months of thorough preparation, organisation and planning, this should not be a deterrent. A special event can be a fantastic, fun and very strategic way to celebrate a myriad of achievements such as a product launch, corporate entertainment or a new service.

If managed well, and incorporated as a cohesive part of your business marketing activity, special events also offer great opportunities to achieve powerful branding, positioning and strengthen relationships with your clients.

A special event can get the message out to a targeted group of customers, business partners, new business leads, and media contacts all at once.

It doesn’t have to be a lavish affair in order to be an affair to remember. Even a small event injected with creativity and professionalism can bring big results.

Some of the things you will need to remember for a truly memorable event include:

* A strong/catchy theme
* Updated or ‘clean’ invitee database (including key media contacts and dignitaries if appropriate)
* Guest speakers
* Designing and distributing invitations
* Mail out
* Managing RSVPs - follow up.
* Venue coordination and liaison - make sure the venue is very clear about your expectations!
* Signage and decorations
* Speech writing and MC
* On-the-day greeting and registration
* Event photography and video coverage. (Make sure lighting is appropriate)
* Entertainment
* Catering and beverages
* Media and marketing campaign to leverage your commitment

Connecting Images has much experience in creating and promoting a wide range of events. To discuss the possibilities contact either Merilyn or Cal on (03) 9819 2566.

As the web “matures” it is becoming more economically viable for business to produce effective websites - especially when the benefits of the levels of exposure the business should receive are considered.

However, as they say it is a jungle out there, and there are a wide variety of options and price tags attached when it comes to website development and re-development.

Even with low cost solutions, building a quality website that is easy to navigate, contains concise and persuasive copy, and most importantly has been designed for Search Engine Optimisation (SEO), which allows your website to be easily found by your target audiences on search engines such as Google, you’ll need the knowledge and expertise of a good developer with an understanding of marketing.

We thrive on building sites that drive traffic and engage users with brands. We recently partnered with Optalert to build their online presence and also create a secondary site for the founder to manage his intellectual property and research papers.

We recently launched EpworthSleepinessScale.com. The brief was to create a site with an academic, yet friendly feel to appeal to a diverse range of users including, corporations (pharmaceutical companies), governments and academics.

Connecting Images are experienced at website developments and re-developments and will be able to evaluate your business’ needs and simplify the tech talk to make it a pain free process. To find out more or discuss your business’ web needs, contact Cal on (03) 9819 2566.

Festival Indonesia, a successful Indonesian culture and business event held last weekend at the Royal Exhibition Building, Carlton, was abuzz with interested visitors from across Melbourne. Connecting Images worked with the organising committee to attract media interest and editorial inclusion pre-event.

Editorial coverage is a powerful way to communicate key messages to specific audiences. However, it is vitally important to ensure that media coverage generated will be relevant to the audience. Factors to be considered in planning the campaign include:

* Is this the right type of publication/medium for the target audience?
* Will this medium reach enough viewers/readers?

With a brief to attract the interest of visitors with an interest in potential business opportunities with Indonesia, one particularly successful article generated by Connecting Images was an article about Villa & Hut in The Age ‘Metro’ section, two days prior to the event. Villa and Hut was a Gold Sponsor with a great story to tell. Many of the visitors to Festival Indonesia had read the article and responded with their feet! This is evidence of the power of a well-crafted case study appearing in an appropriate publication.

The popularity of viewing videos over the Internet is a growing trend and shows no sign of slowing. Most businesses are only just catching on to this trend, and the benefits of streaming relevant video footage such as product demonstrations, from their website.

UsabilityOne has produced a research report on ‘how to best include video on the internet’. If it is implemented correctly ‘video has the potential to engage the Internet audience, whether that is to entertain, inform or sell products’ (p.4).

UsabilityOne provides tips on how to produce the most effective videos for Internet users. The top 3 are:

- Only provide short video clips - the attention span of Internet users are often minimal. If you have a lot to say, split your long videos into a few short and interesting sections.
- Embedding video within a webpage to enhance an article, rather than linking to a popup window was preferred by 61% of UsabilityOne’s survey respondents.
- If you employ similar video interfaces to those commonly used on YouTube for example, Internet users are far more likely to find watching your video an easy and satisfying experience.

At Connecting Images we help our clients stream effective video communications from their websites. For more information on how we can help your business, contact Cal on (03) 9819 2566.

Whilst YouTube can be useful for hours of mindless entertainment watching video clips on just about every topic imaginable, utilising video as a communications medium can have significant benefits for businesses.

We at Connecting Images have found clients who have instructional video on YouTube are pleasantly surprised when they check their view stats each month. This provides invaluable exposure of your business’ products or services and key messages to a potentially large audience. But remember you get what you pay for. If your footage warrants high quality streaming, consider paying for a hi definition full-screen streaming service like that provided by Vividas.

At Connecting Images we are experienced in utilising video communications, contact Merilyn or Cal on (03) 9819 2566 for more information.

There is a misconception that effective PR is all about the fantastic media contacts we maintain. This must lead to increased editorial content, right?
Not necessarily. While maintaining relationships with media contacts is important, obtaining editorial coverage will always come down to what the journalist thinks will be newsworthy to their audience. If journalists are dedicated to their jobs, their number one priority is to maintain a standard of quality content, after all this is what sells papers or magazines.

Editorial content is often considered more credible and effective than advertising in delivering your message, hence forms part of the strategy in communicating with your business’ stakeholders. But crafting a story and getting it published is somewhat of an art.

Identifying the news worthy angle of any story, even identifying if there really is a story worth telling, and then creating a media release that ‘works’ is a rare skill and one that our clients value when dealing with Connecting Images.

To maximise your chances of getting exposure from your next editorial campaign call Merilyn on (03) 9819 2566 to discuss our media relations service.