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Mods and Rockers – making waves almost 50 years on!

The first real sub-cultures or modern tribes this side of the Atlantic!

The first real sub-cultures or modern tribes this side of the Atlantic!

Britain’s Mods and Rockers of the 1960s were the first real sub cultures or “modern tribes” this side of the Atlantic. These days we’re all in a tribe of some sort, – Geek Expressionistas, Fashionistas, Hipsters, Sportos, Yummy Drummies, Cyber Punks, Boggers, D4 Dollies, Rugger Buggers….the list is endless, (but its far more fun and definitely more insightful than the old ABC classifications that marketers traditionally have used to define their marketing segments).

Here at Mods and Rockers we are always on the look out for a new tribe, sub culture or segment and then we dig deeper, who are these people?, what do they do for a living?, where do they hang out? what are they listening to?. what are they wearing? where are they shopping? what are their media habits?….. the list just goes on and on. BUT by having an idea of who does what, we can help our clients talk to them. You see that’s the lovely thing about digital/online, where advertising just sends a message one way, social media “engages” and allows you to really find our what your “tribe” wants from you.

Apologies for the thinly veiled sales pitch… Now we are signing off to head to Bray for the sunny day that’s in it. We won’t re-enact the shenanigans of the Mods and Rockers as today I’m,part of the DILOK tribe, (that’s double income loads of kids ). Have fun and enjoy your bank holiday whatever Tribe you’re in! Ruairi

Hello from Mods and Rockers!

I’m delighted, excited and am experiencing many other superlatives as we announce the launch of Mods and Rockers to the world.  While we’ve been working on projects for the last two years we are thrilled to give our digital agency the launch it deserves.

Our blog will be a source of commentary and advice on matters digital marketing.  We’ll try very hard not to use to many buzzwords and we’ll keep the focus giving you information you need to succeed.  You might forgive us too if we tell you our own stories and tales from the coal face over time.  Why not check out Ruairi’s post on the importance of keeping it local to get you started?

We’ll also be expanding our website over the coming weeks so you can learn more about what we’re doing in Temple Bar.  In the mean time if you want to see what we can do for you why not browse through the website, contact us, or tell us how your digital marketing is performing for you,

Looking forward to talking with you over the coming months, years and decades!





Keeping it Local – a message for the “International Brands”.

Have a local story and know your media!

Every Tuesday the Breakfast show on RTE 2FM runs a piece called “Medium Sized Town, Fairly Big Story” where the presenter trawls the local papers for interesting stories that are big in a particular area and these stories are presented on the national stage.  This little feature is one of the most popular of the week and has spawned similar style features on other National radio shows. Its success is down to the fascination we have about what happens on our own doorstep.  Of course this is nothing new, for years the PR and ad landers have talked in respectful tones about the strength of local radio and local press in Ireland and I believe that there is a lesson here for international brands selling into the Irish market.  “Find a local angle and make it work for you in a local tone of voice across the right media choice”.

Last year, our sister company, The Keogh Partnership was tasked by HTC to find an angle to amplify” its UK sponsorship of the MOBO’s (Music of Black Origin) Awards.  Whilst Ireland is now “multi-cultural” we haven’t had a real black headliner since the days of Phillo and Thin Lizzy, (with no disrespect intended to Samantha Mumba or DOVE!).  Well the answer leapt forward when we noticed one “Maverick Sabre” on the list of nominees.  Maverick, for the uninitiated, is a modern day “soul” sensation who grew up in North London with Irish parentage.  Interestingly he also spent much of his teens in Co. Wexford.  By finding the local angle and HTC was able to bring the MOBO’s to life with a campaign that included a hugely successful intimate, invite – only gig for HTC social media fans, customers and national radio and print competition winners.  By cracking the “local angle” the payback was huge.

But lest you think it’s all about the “PR-ability” of a local story it’s also about knowing and understanding your local audiences media habits.  There are huge differences in media consumption between ourselves and the “mainland”.  Ask anyone who has ever presented “The Irish Star” on a media schedule to a UK based marketing team and they will be familiar with the raised eyebrow that greets them.  It’s the same online when we recommend groups like Boards.ie or specialist bloggers like Suzanne Jackson at Sosueme.ie.  It also raises an eyebrow if we don’t strongly recommend Google+.
It’s almost sacrilege in UK and international  online marketing terms to say you don’t yet recommend Google+!  But at the moment in Ireland, I believe that Google+ is only really being embraced by the SEO types. We all recognise that Google+ is catching up with Facebook in terms of  user numbers, but how much of that is because of Gmail usage? How many are really active locally?  From an SEO viewpoint  it’s best practice  to keep on the right side of our Cyber overlords but am I alone in not really embracing Google+ yet?
An unscientific bit of landscape mapping carried out across my client’s competitors would indicate that the profiles are registered but there’s still  not a lot of engagement going on.  Does the  “tree falling in the forest make a noise” and all of those clichés spring to mind?

In the UK 75% of the top 100 brands have Google+ pages, but again engagement seems  to be less than the other big social media presences.
·         Some of those using it well include in the UK to date include:
·         ASOS (the online fashion retailer) – with  daily posts  and interesting Google+ exclusive content. And yes of course Google+ also fulfils a need for an online retailers SEO!
·         Cadbury – as you’d expect from the confectionary giant
·         Toyota –  possibly taking its lead from the US with regular Google+ exclusive content.

So what should you do now if you’re in charge of the marketing budget for Ireland?  Well first thing is  know your local media and decide just how much time and budget you can allocate to the various media.  In the case of Google+, “Land grab” your space now, don’t cede it to a competitor, mischief maker or well-meaning brand fan!
Next, set a budget and draw up a holding strategy and content plan.  Now here’s the controversial part, if your time & budget is too limited our advice is to concentrate that resource primarily on Facebook for the moment!  But keep a watching eye on Google+ and the imminent arrival of Google Now as the search giant really embraces mobile and have a plan in place for when you see it reaching a tipping point.  You’ll be able to use a lot of your Facebook content repackaged anyway  There we’ve gone and said it!
Now watch our website slip down the rankings before disappearing forever!  Hopefully Not!

PS, Google, you’re still the best Search Engine, by miles and miles!