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Media release: First Rate Announces Exclusive Australian and New Zealand Partnership with SearchIgnite

Catriona Pollard - Monday, February 08, 2010

Search marketing agency, First Rate (www.firstrate.com.au) has been appointed as the exclusive licensee in Australia and New Zealand of the Search Engine Marketing (SEM) technology, SearchIgnite.

One of the world’s leading providers of SEM bid management and reporting solutions, SearchIgnite (www.searchignite.com) will provide First Rate with an advanced suite of tools to manage, optimise, track and report on SEM campaigns for its clients.

The SearchIgnite solution offers advanced features including cross-channel conversion path analysis and end-to-end automatic optimisation of creative, bids and landing pages.

Founder of First Rate, Jon Ostler said “We carried out an extensive, worldwide search for the best SEM technology available. In the end we chose SearchIgnite because of their technology’s leading bid management methodology, unique direct marketing features, and proven client results.”

First Rate CEO for Australia, James Ward, said, “With SearchIgnite, First Rate can optimise and drive our clients’ SEM campaigns further than ever before – generating more clicks, leads, and sales within our clients’ ROI  targets.  As a recognised leader in SEM technology, SearchIgnite supports our commitment to provide the best and smartest SEM service available in Australia.”

Founder of SearchIgnite, Roger Barnette said, “We are excited to form a strategic relationship with First Rate across Australia and New Zealand. We were impressed with the reputation and leadership position First Rate has built up around their search marketing services.   This new strategic relationship with SearchIgnite will further enhance their SEM leadership in Australia.”

About First Rate

First Rate (www.firstrate.com.au) is one of Australia’s leading search marketing agencies, specialising in search engine optimisation (SEO), search engine marketing (SEM), and performance online advertising.  They are recognised as leaders in developing strategies and tactics that help their clients dominate the search engines and grow their online market share. First Rate works with many of Australia’s leading blue chip brands.  Its clients are spread over 50 industries including retail / e-tail, financial services, education, energy, travel, and software solutions. First Rate (Aust) Pty Ltd (ABN 87 123 553 042) is a subsidiary of ASX-listed Q Ltd (ASX: QXQ).

About SearchIgnite
SearchIgnite (www.searchignite.com) is a leading provider of search management solutions for optimizing paid search to deliver improved performance and higher ROI. The company's search management and digital media attribution technology offers an advanced suite of tools to manage, optimize and report on paid search campaigns in one central dashboard, as well as gather insights into the relationship between media channels. SearchIgnite optimises $400 million (USD), manages 50+ million keywords and drives $8 billion+ in revenue each year for some of the world’s leading marketers. More information can be found at www.searchignite.com.

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CP Communications newsletter - PR Tips & News 2 February 2010

Catriona Pollard - Monday, February 01, 2010

On Sunday I started reading the book The Selected Works of T.S. Spivet. But that is irrelevant to this story – how I came to be reading it is!

This book was released ‘into the wild’ by Alan Jones (or @bigyahu on Twitter). I didn’t go to a bookshop or a library and choose it. It was literally released at a coffee shop and I picked it up.

Book Crossing is where books take on a life of their own. You go online and register a book(s) you have read and get a number (BookCrossing ID or BCID) then leave it on a park bench, a coffee shop, at a hotel on holidays - anywhere it might find a new reader!

What happens next is up to fate, and you never know where the books might travel. You can even track the book's journey around the world as it is passed on from person to person.

So far 839,659 people in over 130 countries have registered, and the most travelled book is Der seltsame Bücherfreund / Hoffnung's Constant Readers [BookRing] at 460 reads from people all around the world.

Amazing! So take a look at your books just sitting collecting dust and why not set them free? Make the world a library.

I hope you enjoy reading this newsletter.

Top tips for managing a media interview

Recently we ran a media training session with a client who had a very important face to face interview with a few Australian Financial Review journalists. I thought I would share some of the tips I discussed in the session. The first step is preparing for the interview but during the it there are key techniques to get the most out of it: 

Answer plus one
To ensure you maintain control of the interview, don’t just answer the question. Your objective must always be to communicate your key messages. Use the questions as an opportunity to make your points. This is called ‘answer plus one’. In other words, answer the question then add one of your key messages or key issues outlined in your game plan.

Answer in your own time
The journalist is interested in what you have to say, so don’t get flustered if you can’t think of an answer immediately. Just take your time, collect your thoughts and take a deep breath before you answer.

Don’t be afraid of silence
Some journalists use it as a technique in the hope you will fill the silence with unplanned information. Silence can be powerful and there is no need to fill it.

The “no comment” rule
Don’t say “no comment” as it implies confirmation of the question. The audience will interpret it as guilt or a cover up. The rule of thumb for responding is to explain why you can’t respond and use one of your key messages. For example, “I can’t respond directly to that for legal reasons, however, what I can tell you is…”

However, never allow wrongful allegations to stand. If the journalist says something wrong, correct them immediately. Do not repeat the incorrect information or question. If you do, it will only reinforce it. Read more about this on our blog Public Relations Sydney. 

Don't use jargon
Every industry has its own jargon. Remember who your target audience is and communicate in language they will understand. Also, don’t assume that the journalist is trained in your specific area of expertise; as a result, they may not understand your jargon.

Use your customers as testimonials
Depending on the topic of the interview, it may be effective to use one of your valued customers to validate your key messages. You would have to ensure that they are comfortable speaking to the media. Often this is an effective way of illustrating your point and helps your audiences understand and identify with you.

Customer service is more than just good manners

I recently had a conversation with customer service specialist, Nancy Georges, about how important customer service is. Without exceptional customer service, a business cannot thrive, grow or survive long term.  Through the internet and social media customers can share their experiences - both good and bad - immediately. 

Here are some of Nancy’s tips to help elevate your customer service experience:

• Know that customer service is giving your customer what they want, when they want it, not just the greeting as they come into your business.

• Remember that customer service is just good manners applied to your business, your customer and every interaction you have. Be respectful especially in cases where there has been a less than positive experience, this will ensure emotions do not get in the way of resolving the issue positively.

• Be genuine. Smile when speaking to customers (especially on the phone). People respond immediately when others smile at them.  It will also mean that they associate you with a positive experience. People are always happy to do things that make them feel good repeatedly which is good for your business.

• Take customer comments, feedback and complaints as tools to help shape future behaviour. If something had a great response, do it again, apply it to other areas of your business and promote it.  Use complaints to put in systems and procedures to ensure this does not happen again.

• Every single person in your business needs to value the same customer service standards and values.  Training, reinforcement and feedback are vital for any business owner and their staff.

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Wanted! A talented PR Consultant to work with us

Catriona Pollard - Monday, February 01, 2010

* Tired of working long hours in a big agency?
* Want to be a valued member of a small, award-winning team?

We are a dynamic boutique agency who is seeking a talented PR consultant to manage a varied client base.

You will manage clients with the guidance and support of the Director, a PR and social media expert.

Your day-to-day work would include:

* Developing PR strategies
* Media liaison – generating awareness about a client’s work on a national and regional level through effective media coverage
* Generating story ideas and opportunities for media coverage
* Developing online PR campaigns
* Assisting in social media campaigns
* Writing articles, stories for newsletters, brochures, advertising, websites etc

PR experience is essential for this position - it isn't a graduate position.

Read all about CP Communications at www.cpcommunications.com.au or our blog at www.PublicRelationsSydney.com.au

We have an exciting and happy work environment. We invest in the professional and personal development of our team members. We welcome candidates who would like to develop within CP Communications over the long term.

If this sounds like you, then we’d love to hear from you. Please send your CV & covering letter to info@cpcommunications.com.au or if you have any questions, please call Catriona Pollard on 9922 1063

Applications close 15 February 2010

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Media Release: HotelClub.com appoints First Rate to its SEO account

Catriona Pollard - Friday, January 29, 2010
Online marketing agency, First Rate has been appointed to assist with HotelClub.com’s search engine optimisation (SEO) program. HotelClub.com is one of the world’s leading accommodation websites.

First Rate won the company’s SEO account after a competitive bid process, involving several other agencies.

The veteran online marketing agency, which has 40 staff and offices in Sydney and Auckland, has already begun SEO on the HotelClub.com website, generating significant increases to the company’s natural search engine rankings.

Tom Skotidas, head of marketing at First Rate said, “We are excited to be working with HotelClub.com, a global leader in accommodation.” 

“Our early SEO work has already shown great results, increasing HotelClub.com’s natural rankings, traffic, and bookings.  By working closely with their inhouse SEO team, First Rate is helping to ensure that HotelClub.com continues to dominate the global accommodation category,” said Mr Skotidas.

HotelClub Head of SEO Andrew Rodrigues said: “We selected First Rate on the basis of their knowledge and expertise in the online marketing and SEO arenas.”

“We feel that they truly take our best interests to heart and give their all to maximise our online performance and make us successful,” said Mr Rodrigues.

-ends-

HotelClub is a global accommodation specialist operating the following websites: HotelClub.com - bookings up to 12 months in advance and RatesToGo.com – bookings up to 28 days in advance. 

HotelClub offers users the choice of over 60,000 hotels in over 130 countries worldwide. HotelClub is available in fourteen languages – Chinese, Dutch, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Swedish and Thai. HotelClub is truly global offering its customers access through country specific websites.

HotelClub is part of Orbitz Worldwide Inc (NSYE: OWW).

First Rate is one of Australia’s leading online marketing agencies, specialising in search engine optimisation (SEO), search engine marketing (SEM), and performance online advertising.  They are recognised as leaders in developing strategies and tactics that help their clients dominate the search engines and grow their online market share.

First Rate works with many of Australia’s leading blue chip brands.  Its clients are spread over 50 industries including retail / e-tail, financial services, education, energy, travel, and CRM.
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Great coverage, for our client, Starlight Cinema, in The Mosman Daily today!

Catriona Pollard - Wednesday, January 27, 2010

“Mystical India” - Starlight Cinema’s holding an Indian experience at North Sydney Oval  this Sunday, January 31st!
Come try different elements of India including curries, jewellery, saris, Bollywood, yoga, cricket, music, dancing and chanting.
When the sun sets enjoy Starlight Cinema and watch the film “Love Aaj Kal”.

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CP Communications in the social pages!

Catriona Pollard - Thursday, January 21, 2010

Our client Starlight Cinema's opening was on 13 January. Although the weather wasn't great, we sat in the stands and watched the great movie - In The Loop. Catriona and Bron from CP Communications made the Mosman Daily Social Pages!

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CPC in Smart Company - Get serious about PR

Catriona Pollard - Tuesday, January 19, 2010

Director of CP Communication, Catriona Pollard been quoted in Smart Company's lead story The entrepreneur’s to do list by Nina Hendy.

todolist_250So many businesses start the New Year with grand plans for improvement, but far fewer actually implement those plans. Don't let the start of a New Year go by without taking action. Here are 10 items that should be on the top of every entrepreneur's to do list.

9. Get serious about PR

You might not yet have the capital to hire a public relations firm to spruik your business, but there's a lot you can do yourself to spread the word regardless.

Catriona Pollard, director, CP Communications says embracing social media, networking, updating your website and gathering customer testimonials is a good start.

"You can also write an article that positions you as an industry expert and offers topical, helpful information. Ensure it is written in an objective, informative and entertaining manner," Pollard says.

Read the full story

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CP Communications newsletter - PR Tips & News 19 January 2010

Catriona Pollard - Monday, January 18, 2010
While sitting under my beach umbrella (for the two days the sun was out!) at Christmas time, I was flicking through Earth Garden magazine. Odd choice for a city slicker – but it is good to dream while on holidays. 

I came across an article on The Birchip No-Power Fridge. David Bell invented this fridge. He lives in the hottest place in Victoria and outside the electricity grid. Yes OUTSIDE the electricity grid. So not only doesn’t he get to watch The Amazing Race on telly, he can’t refrigerate his food.
  
He does have one solar panel that he generates a tiny amount of electricity. He uses this for... wait for it....a laptop computer! Hmm food or laptop? Laptop or food? Tough choice. I think he made the right choice – because, hey, you can always invent a no-power fridge!

What is really amazing about this is that he explains how to make The Birchip No-Power Fridge, and at the end of the article says: “If you are still not sure how to build this remarkable fridge then you will find my video on YouTube.” 

Yes, YouTube. So even though he lives in the middle of nowhere and has (virtually) no electricity he is using video to share his story and promote his invention.

And this is one of my business New Year’s resolutions – embrace video and use it to share my story and my clients’ stories. What are your business New Year resolutions?

Happy New Year and here’s to an amazing year and decade. 

PS. Planning on living outside the electricity grid? Want to know how to make The Birchip No-Power Fridge? Click here to watch the video.

PSS. Someone who is using video to connect people is Iggy Pintado with his RealTweeple project where he interviews people for 30 secs about their passions.

Top 5 PR Resolutions for 2010
The start of a new year has always been a time for looking back on the year gone and more importantly, forward to the year ahead. It’s a time to reflect on the changes you want to make and make a promise to yourself to actually do something about them this year!

So what are your business New Year resolutions? This year (and even this decade) why not introduce or revamp your public relations strategy for your business. Here is our suggestion for your New Year PR resolutions for 2010:

1. Embrace Social Media - Start by creating a Facebook page for your business, create a Twitter account for your business, create a LinkedIn account and create a business blog.

2. Network - Networking is an important factor that should be implemented to help you progress in your business or your career in 2010.

3. Write an Article - Writing and distributing media releases is just one way of getting media coverage. You can also write an article and pitch it to a publication. Many publications are stretched for resources and welcome well written articles. 

4. Update your website - Search engines such as Google like new, valuable content on websites. These newly updated sites are seen to be providing more timely and relevant information to their visitors. The more content you add, the fresher your site is and the more likely your site will rank highly in search results. 

5. Get customer testimonials - Including positive customer testimonials on your website or marketing collateral is a very powerful way to highlighting your business’ expertise and often helps to win new business. Potential customers are much more likely to believe a customer testimonial that praises your product or service than they are to believe yourself written sales copy.

Remember, resolutions are only powerful if you make them happen! Read the full article on our Public Relations Sydney blog. 

Create a buzz with social media competitions
Take your Twitter and Facebook strategy one step further by including competitions to engage and reward your followers. CP Communications has been exploring and implementing social media competitions for clients and gaining remarkable results. So why run a competition?

To find new fans – The hope is that the lure of prizes will draw followers in and those that like what they see will stick around in the future. To claim a prize an individual needs to either follow you (on Twitter) or become a fan (on Facebook) to be able to claim their prize – meaning they have to sign up!

To reward loyal fans – Most social media sites have fans or followers that have been around from the start. I know that on our @CPCPR and @CatrionaPollardTwitter accounts there are a number of long-term followers that make an effort to specifically read our tweets. A competition is a great way of giving something back to these fans and provides them with a reason to keep supporting you.

To increase participation – When you first start out in social media it is often difficult to get people to visit your site/fan page or follow you. It is even more difficult to get them to interact with you. A competition gives them something to talk about with you and your community. It gives them something to get involved in, to comment on and to ask questions about. 
 
Create a buzz – Everybody loves free stuff and a competition gives people something to talk about. People will start talking about what is being given away and others that see this will be attracted to your site to check out what all the buzz is about – and get in on the action too. 
Want some ideas on how to run a competition? Read the full article on our blog. 

Click here to sign up to receive the CP Communications newsletter directly in your inbox every second Tuesday morning.
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