One of our favourite blog topics is website design and useability, especially in the context of conveying a desired image for your business.

We can’t bang on enough about how important your website is in the sales and marketing process, given it is most often the first contact potential customers have with you.

This week the Optalert website, www.optalert.com went live. Our brief was to redesign the site with a fresh new look that would accurately depict the future direction of the company. Optalert is a company that produces fatigue management systems for the road, rail and mining industries.

Our priorities:
Search Engine Optimisation (SEO) was a consideration throughout the entire process with copy being written with carefully planned keyword density. As proven by the results we have achieved for many of our clients, SEO should dramatically improve Optalert’s ranking on search engines such as Google. Including the right keywords should also increase the average number of pages visited by users, and the amount of time they spend on the site.

The new interface has been carefully designed to ensure the site engages the user and increases the number of conversions of web visitors to become new business.

Thinking of giving your current website a face-lift? Why not come in for a coffee and a chat? Give Merilyn or Cal a call on (03) 9819 2566.

Current clients and suppliers are invited to complete this form and we will make a donation to the Juvenile Diabetes Research Foundation on your behalf (we donate the money, not you!). This is our way of spreading Christmas Cheer in 2008.

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 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.

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.

A simple, cost-effective way to connect and strengthen relationships
with your customers.
An online community is a great way to develop a strong customer base and organically increase sales. This environment brings people with a common interest together to interact virtually, promoting a passion for your product by creating a forum for customers to share their experiences with others. And the best thing? It builds brand loyalty.

How?
Online communities (such as blog and interactive website users) enable and encourage connections between likeminded peers. The more your customers converse online, the more they learn about your product. Through open dialogue they discover usage tips, ideas for unusual or new uses and much more, which is so valuable AND valued, having come from people just like them.

A sense of community is fostered by members becoming known to each other, gaining credit for their contributions, and by allowing other community members to respond. The result is a steadily growing enthusiasm for your product – and enthusiastic people are inspired to ’spread the word’ on your
behalf.

The stats:

• Community members return more regularly, remain clients for longer and buy more.
• Community users visit nine times more often than noncommunity users (McKinsey, 2000)
• 56% percent of online community members log in once a day or more (Annenberg, 2007)
• Community users remain customers 50% longer than non-community users (AT&T, 2002)
• Community users spend 54% more than non-community users (eBay, 2006)

An effective example of a growing online community:

As a means of engaging customers at a grass roots level, the Heat Beads® company has recently embraced online community with the launch of Sizzle, the Heat Beads® blog. The sustainable growth of an impressive database of dedicated char grill BBQ subscribers is impressive. With each edition of the Heat Beads® email newsletter – emailed bi-monthly, opt in subscriber numbers increase significantly as a result of online competitions, giveaways, and encouraging existing subscribers to ‘forward to a friend’.

The Heat Beads® website is becoming recognised as a top source for all things barbecuing, and a lively and dynamic space that offers Heat Beads® customers a voice.

One thing to remember is that most online communities grow slowly at first – patience and perseverance pay off. According to Wikipedia (itself a form of online community), this is ‘due in part to the fact that the strength of motivation for contributing is usually proportional to the size of the community.

As the size of the potential audience increases, so does the attraction of writing and contributing’. Usually community members start out as visitors, and then eventually begin to participate in community life. Some will eventually become regular or even ‘leading’ contributors. Source: http://en.wikipedia.org/wiki/Virtual_community

Treat your customers like a community and capitalise on the return the
interactions can bring. An online community provides you with:

• The opportunity to innovate more quickly and produce higher quality products as a result of the immediate and direct feedback gained from your customer community. The Heat Beads® company recently invited its database of contacts in Victoria to participate in testing a new product in order to get practical learned feedback
• A channel for discovering when you’re doing something well. Customers report good experiences in forums more than twice as often as they do via calls or mail (Jupiter, 2006).
• A more targeted, less expensive way to communicate with customers than traditional marketing channels (such as advertising and direct mail). You already know who they are, have an existing relationship with them and they are open to and interested in receiving correspondence from you.
• An enhanced reach by issuing news and event announcements, quickly, directly, efficiently and cost efficiently

“Nothing like that would happen to my bussiness.” We don’t mean to sound ominous, but are you sure?

When so much hangs on the good reputation of your business, which has taken significant investment over time to build, being prepared with a sound procedure in case an ill wind should blow through your company door makes sense!

It can be as simple as being misquoted in the media, or as monumental as an urgent recall of your highly visible product, a major accident in the workplace or a revolt by employees about some company ‘transgression’.

There is always a huge commercial impact if your business reputation is not well managed.

Research from the Queensland University of Technology reveals that “…around 60% to 80% of company crises are smouldering, with the company oblivious, or choosing not to act.”

IF IT HAPPENS:

• Take responsibility and apologise for any company transgression –sincere regret for any wrong doing, or adverse impact on employees, shareholders or other stakeholders is essential
• Ensure that your company is not hiding anything – transparency is crucial, and if the media scrutiny is sustained ultimately all will be revealed
• Have a competent and media savvy company spokesperson available to speak to the media
• Prepare a comprehensive, informative and factual media release – ensure media has accurate information or they will fabricate a story anyhow, based on speculation and circumstantial evidence
• Prepare a ‘question and answer sheet’ – make sure this explains how the situation arose
• Make sure your website is immediately updated with all relevant and current information
• Distribute release to select media if necessary – sometimes it is best to sit tight and take no proactive initiative. But you do need to be prepared
• Arrange a 24-hour hotline
• Brief employees
• Prepare an advertisement for the daily papers – in the case of a major crisis
• Undertake further investigation
• Remain calm – if your response is managed well, the fallout can be minimal