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Wednesday, 23 January 2013

Redeem to recycle phones for Israeli mobile network operator Pelephone


Bathgate, Scotland, UK. 23 January 2013. 

The UK’s fastest growing recycling company*, Redeem has recently signed a contract with Pelephone, Israel’s first mobile phone network operator (MNO). The three-year contract coincides with the launch of the iPhone 5 in Israel and initially covers Apple and Samsung phones sold through Pelephone’s retail outlets.

This Israeli contract takes Redeem into its tenth international market and they are working closely with the leading mobile phone distributor in Israel: Tel-Ad Mobile to recycle the phones. Tel Ad Mobile is an importer and exporter of mobile phones, spare parts, accessories, tools, and other cellular related products in Israel.
*According to the Chartered Institute of Waste Management’s Fast 30 list.
Redeem is also on the 2012 Sunday Times
Fast Track 100 list which shows that it is the third fastest-growing private company in Scotland and 41st in the UK.

Pelephone’s Chief Executive Officer (CEO), Gil Sharon says: “We chose Redeem as our recycling partner because they have significant experience and presented a very compelling case based on their figures for recycling iPhones recently around the iPhone 4S and 5 launches in the UK and Europe. They arrange the whole process, from point of sale software, through to training, collection for recycling and marketing, leaving us free to concentrate on our core business.”
Redeem’s CEO, Claes Svensson says, “Israel is an extremely dynamic market with one of the highest penetration of smartphones in the world.  This is very appealing to us. Again, we are leveraging the value in customers’ old technology to help our partners sell new devices and retain customers by making it affordable to trade-up.”
Around 95% of the mobile phones recycled by Redeem are re-sold after being security and theft checked, data cleansed to US government standards and sold in accordance with current legislation.  The potential of this mobile phone recycling market is expanding rapidly. 
According to GSMA1, “total mobile connections will stand at 6.8 billion with mobile phone subscriber penetration at 45 per cent by the end of 2012”.
Approximately 400 million mobile phones in the world are discarded every year, 100 million of which come from Chinese users.2
 There are more than 49 million old or unused mobile handsets, worth more than £1 billion, in UK households and an estimated 160 million unused mobile phones throughout Europe3.
1 GSMA spans 220 countries, uniting nearly 800 mobile operators and 200 related companies

About Redeem

 The Redeem group, founded in 1991, is an international environmental marketing services company.
With 150 employees in Scotland, England and Hong Kong, the group provides sustainable, data secure, recycling services to MNO and corporate clients in nine European countries, and Israel. Redeem’s international clients includes mobile network operators, wholesalers, retailers, charities and direct consumers.
Redeem refurbishes and resells or recycles high volumes of a wide range of IT and electronic equipment including mobile phones, tablets, mp3 players, sat navs, digital cameras, consoles, laptop computers, printer cartridges and games.
All devices are reused or disposed of in accordance with the WEEE directive. Re-used items are security and theft checked, data cleansed and sold in accordance with current legislation.
Redeem has certified ISO 9001 & 14001 compliance as a specialist waste carrier.
Redeem has won a number of local and national business awards, the most recent being named the UK’s fastest growing recycling company in the Chartered Institute of Waste Management’s Fast 30 list.
Redeem is also on the 2012 Sunday Times Fast Track 100 list which shows that it is the third fastest-growing private company in Scotland and 41st in the UK.

About Tel Ad

Tel-Ad Electronics is a leading supplier providing products and solutions in the electromechanical field to a wide variety of customers in Israel and abroad.
Tel-Ad offers many services and products, including, but not limited to: cable production, connectors, turn-key projects, electromechanical design and communication products.
Tel-Ad was established in 1986 and has been growing ever since, expanding and improving its many services.
The company headquarters are located in the city of Kfar Saba and employ 350 employees. The facilities, which occupy 9500 square meters, include the company's headquarters, production lines and warehouses
Tel-Ad is an exclusive representative of several leading international manufacturers of cables, connectors and communications products such as Amphenol, DDK, Unixtar and more.
Tel-Ad includes several business groups that complete its activities:
Tel-Ad China - The Tel-Ad subsidiary in China provides overmolded cables in 'High Mix – Low Volume' production for the company's customers.
Tel-Ad Shanghai -Tel-Ad sales office for customers located in China.
Tel-Ad Taiwan - Purchasing office located in Taiwa
Tel-Ad Romania - R&D office offering electric design, specializing in backplane design.
Tel-Ad Mobile - Major distributor, importer and exporter of mobile phones, spare parts, accessories, tools, and other cellular related products

About Pelephone

Pelephone is a mobile network operator based in Israel.
Founded in 1986, Pelephone was the first company to offer mobile phone services in Israel.
The company name is synonymous with mobile phones in Israel, regardless of service provider.
The company began as a joint venture between Motorola and Tadiran. The company is now owned by Bezeq.
Pelephone has 4,500 employees and 2.4 million subscribers.
Pelephone started hosting Rami Levy Communications in December 2011, the first mobile virtual network operator (MVNO) in Israel.


PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: PHPR TV Channel on YouTube: PHPR Ltd on LinkedIn Follow PennyHaywood on Twitter

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Marketing and PR Channels vs Touch-Points for B2B businesses

Channels and touch-points in B2B marketing and PR

Channels and touch-points are bandied about by marketing people a lot as if they are virtually synonymous, or only slightly different. I think that’s missing a very important point.  
The terms both relate to communications between an organisation and people. I like to think of channels as the routes used for communications while touch-points are the arrival point: the moment that awareness of the organisation or a key message hits home.
"I don’t know about you, but I think there’s a heck of a difference between a journey and the arrival. That's the extent of the shift involved when you switch from channel thinking to people-centric touch-points."
Penny Haywood Calder
Channels is a term that comes from broadcasting. Channels encourage thinking along a top-down broadcasting approach because they are mainly focused on separate delivery routes – routes often based on technology. So mailing, phone or SMS lists are selected on job titles and other hard data, websites are optimised on keywords, with individually optimised landing pages and calls to action for specific campaigns. Magazines are targeted by readership for advertising and press releases; social media advertising and group interactions by socio demographics and/or keyword analytics and content generation on SEO.
Touch-points are people–centric:  the message received at the end of the channel delivery.  By definition they have the potential to touch someone.  They will include ‘touches’ that are only indirectly related to channels, often based on PR-inspired communications: for example, recommendations from family, friends and other trusted sources based on an article they have seen, a report or book read, a TV programme or video watched.  
A touch-point focus may incorporate socio demographics to try and reach similar people to an organisation’s existing customer-base, or ones with an obvious potential need for specific offerings. But they are primarily thinking about how to engage and track interactions with people, spark conversations and build relationships. They often use a personal approach to group people into buyer personas to improve conversations and interactions. They will build up enough key relationships to discuss why they did or didn’t buy. Not just the last touch-point that triggered a decision, but the surrounding influencing factors.  
Touch-points put the focus on people-based communications: so they would naturally tend to favour the personal approach. For example, using video to express individual staff or partner’s personality and demonstrate expertise to accelerate the “getting to know them” phase, rather than outlining features and benefits in an impersonal mailshot, brochure or website.  In higher value B2B sales, the money tends to follow the face, so it’s not surprising that there are dramatic online stories of major gains from engaging video marketing (as opposed to the dreaded “corporate video” – may it R.I.P.).
Some marketers add distance to their use of the term: touch-points, using it to describe the places where potential interaction can take place. I suspect that dilutes the concept: it certainly skews the meaning of the word. It may work for smaller B2C (business to consumer) transactions, but PHPR is more focussed on B2B (businesses selling to other businesses).
In the current climate, where everyone is scrambling around trying to make sense of the rapidly changing social media channels and deliver “integrated communications”, throwing more of the focus onto touch-points rather than broadcasting via channels leads to a more holistic and human approach to communications: and business generally. 

PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: PHPR TV Channel on YouTube: PHPR Ltd on LinkedIn Follow PennyHaywood on Twitter

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Monday, 21 January 2013

PRCA client-matching service “inundated” - PR agency optimism as clients return to retainers

The latest survey on the economic performance of PR agencies in the last quarter of 2012 shows:
  •  82% reported “busy” or “very busy” levels in new business with just over half coming from existing clients (53%) against 47% from new clients. 
  • A 9% rise over the previous quarter in retained income as clients switch from project work back to retainers
  •  A 2% increase in client budgets (despite expectation that UK GDP will have shrunk in the same period).
  •  A third of those polled expected staff numbers to increase, while most of the rest (63%) expected them to stay the same, with a small increase in graduate recruitment . The use of freelancers staying around the same.  
Francis Ingham, PRCA Director General said, "I am not surprised to hear that our members are busy with new business as our client-matching service has been inundated at the start of the year."

Penny Haywood Calder at PHPR says, "We are particularly pleased to see the switch back to retainers. Project work is fine if it is truly stand-alone, but it doesn't encourage the holistic view that is required for extracting maximum value from integrating online and offline PR, sales, marketing and social media. I believe that is best achieved with a flexible supportive approach, working alongside clients, tapping into their existing skills and talents and topping up with training, plus strategic advice, consultancy, and direct hands on support and cover as needed, all designed to boost the clients' bottom line, and/or achieve other specific goals." 

The survey was conducted by a leading PR professional body, the Public Relations Consultancy Association (PRCA)*.  
*The PRCA represents many of the major consultancies in the UK, and currently has more than 300 agency members from around the world, including the majority of the top 150 UK consultancies. The PRCA also represent over 100 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.
This survey data is based on 96 consultancies reporting.

PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: PHPR TV Channel on YouTube: PHPR Ltd on LinkedIn Follow PennyHaywood on Twitter

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Wednesday, 16 January 2013

Name Drop With Blogger linked to Google+

Blogger is Google's own blogging tool. It's very simple and effective - and does rather well on Google, as you can imagine! 
Now it comes with a Google+ facility so you can name-drop and automatically create a link to that person's Google+ profile. 
Just add + before someone's name when composing your post in the Blogger post editing box.  You can then share your post.
So, why not connect your blog to Google+ and have a go at name-dropping?

PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: PHPR TV Channel on YouTube: PHPR Ltd on LinkedIn Follow PennyHaywood on Twitter

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Content Creation - What to Write?

I often recommend that people integrate a blog into their website as a great way of getting fast improvement on search engine results. Blogs feed straight into the Google jugular via RSS so they are picked up in minutes rather than weeks. Blogs inject life into static websites. And you can cross-promote your posts on social media, giving you lots more hits on Google.

Blog Inspiration

But so many business owners say, "Fine, but what will I write about?" It's more a state of mind: inspiration is all around you - when you're looking for it. But it's often easier to piggy-back on others with a short reaction piece - we all stand on the shoulders of others, so you might as well pick some of the best in your field.

Content Curation

This is where content curation comes in: where you pick out the best pieces of information you come across. Twitter plus can help enormously here if you commit to only following very good people in your field on Twitter. Then set up your own newspaper on linked to your Twitter account. That will give you a daily round up of the content contained in the links posted by people you're following on Twitter (so you need to be following useful people). You can either treat that as your daily self training and inspiration dose, or you can also set to tweet a link to your newsletter once or twice daily, keeping your Tweet count up on days when you are busy and impressing people with a rather nice-looking daily newsletter. Do that often enough and you become known for finding useful articles - in other words, just like a museum curator that only displays the best, you do that with content in your field. Congratulations. You have become a content curator. When you find something of interest, either re-write it or react to it. You could also post a short reply to a piece on the writer's blog supporting their point of view, with a link back to your blog for extra SEO benefit?

Turn Questions into Blog Posts

If setting up a newspaper is all too much, there's lots of other triggers for blogs. One great time-saving wheeze is to answer questions from customers or potential customers with a blog post. That means you can save loads of time by referring others to that answer - or refining the answer -  if there are questions that people keep asking you. This allows you to build up enough Qs & As to form a FAQs (frequently answered questions - with answers) page on your website.
Why not do the same with questions you find yourself answering repeatedly on forums? Just copy and paste your answers into your blog, remove any specific individual details, and you have another post and potential candidate for your FAQs page. And you can re-use bits for social media posts.

Other Sources of Blog Inspiration

Another option is to keep a copy of interesting snippets that you find in Evernote, then they'll be available online via your smartphone, tablet or laptop as well as your PC. 
Or for instant high quality inspiration, run a Google news searches on key issues in your sector. Just remember not to directly copy any material or you'll be breaching copyright. But there's no reason why you can't either re-write parts or write a reaction to a published piece. If the news piece is online and allows comments and linkbacks, you could use part of your reaction as a comment, then use social media buttons to spread the word.

Call in PHPR?

And if you become too busy to do any of that, isn't it time you talked to us to keep your content flowing? 

PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: TV Channel on YouTube: Ltd on LinkedInFollow PennyHaywood on Twitter

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Monday, 14 January 2013

Sources of Sales Leads for Consultancies

There's a recent thread on the Chartered Institute for Public Relations' (CIPR) LinkedIn group triggered by a poll* asking where PR businesses get their sales leads. My guess is this could also apply to professionals and other forms of consultancy, from coaching to management consultants?
*posted by Heather Baker, a London-based B2B marketing specialist.

Last time I looked it was showing the results as:

  • 64% networking/referrals
  • 13% events/tradeshows
  • 9% company website
  • 7% cold calling
  • 7% social media

That's a resounding win for face-to-face and word of mouth. 

Does this mean that we forget about online for sales lead generation?

With nearly 30 years in both the online (since 1985) and offline PR camps you'd expect me to be even-handed and I won't disappoint. I really do believe that a dual approach works best because people in the market for our type of advisory services are encountering more people than was possible when networking was only done offline. If we don't use online tools to augment first impressions and stay front of mind, that warm referral can be surplanted by a more recent one for someone else.

£ follows the Face

Picture shows money and Penny Haywood Calder's face

The old adage, that "the money follows the face" does hold true in our experience. My own analysis of PHPR sales and the type of leads that delivered them over the years has consistently shown that roughly 50% of customers come through some sort of personal contact and the other 50% came from a variety of sales tactics. But - and it's a big BUT - by far the highest value sales have almost always come from known sources or good referrals. In our case, it's very close to the classic Parato Principle: 83% of the value of our client work has come from personal contact and 17% from traditional sales or online work. Or it was until very recently. The one exception is a current client. Our good position on Google for a key search term (similar to one they wanted) was the reason we were invited to pitch. A case of: "do it for us too". Fortunately, it's worked out really well and they are now one of the country's fastest growing companies (in the 2012 Sunday Times Fast Track 100). 

Online PR Supports the Offline Contact

Generally, people buy from people and that hasn't changed a lot in the last 200 years as far as advisory businesses are concerned. However, it would be foolish to assume that the online presence had no influence on the decision to act on the referral or favourable first impression created at a networking event. 
The above poll vote is likely to favour the last point of contact, or the most important or memorable event in the run-up to expressing positive interest. But there's a good chance that, before taking matters further, the prospective client checked the website out, plus LinkedIn and possibly Facebook. It's highly unlikely that they would have proceeded to express interest if the website was off-putting, or if the top social media profiles had no photo or useful details. Or if an insistent telesales person had driven them up the wall on your company's behalf during this crucial period. 

So what's the take-away?

What I take from this poll is: don't get carried away with social media and the millions of people they may be drawing in at unprecedented speed: you just need an in-depth relationship with a select number of people and that can be nurtured on and offline, but only if you have got the supporting fundamentals right like optimising your LinkedIn profile and website, and keeping them up to date. Plus expressing your personality and interests in public posts on Facebook in a way that would suit meeting a colleague or potential client in a non-business setting. 

Wishing you every success in 2013. 

PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: PHPR TV Channel on YouTube: PHPR Ltd on LinkedIn Follow PennyHaywood on Twitter

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