How do you communicate your differentiation?

How do you communicate to prospective clients how you differ from your competitors?

You can listen to my thoughts that I recorded on SoundCloud today.

How do you differentiate yourself from your competitors by KrishnaDe

This clearly is a fine line that we must tread.

Some organisations build their reputation on being confrontational.

This weekend I noticed a full page advert in one of our national broadsheet newspapers – The Irish Times – and the advert was placed by the national radio station Newstalk.

Their advert was aimed at making a point about their standards of journalism and how they differ from RTE our national broadcaster who operates acriss both radio and TV.

It references a Tweet that had been aired on RTE at the time of the irish Presidential elections.

On Friday The Irish Times reported:

RTÉ has formally admitted it broadcast a bogus tweet concerning presidential candidate Seán Gallagher during the crucial final television debate between candidates last year.

The State broadcaster has told the Broadcasting Authority of Ireland (BAI) the provenance of the tweet read out on the show was inaccurate, according to correspondence seen by The Irish Times .

RTÉ also says it has expressed its regret over the broadcast of the tweet, though it is resisting Mr Gallagher’s claim that it failed to broadcast corrective information when it could have.

You can see the advert here:


What do you think of the Ad? Would you take a similar approach for your business?


Children’s Commercial Communications Code Public Consultation by the Broadcasting Authority of Ireland


As a parent and someone who is a marketer, here is an important public consultation that I will be paying attention to.

This week the Broadcasting Authority of Ireland (BAI) launched a public consultation on how food and drink should be commercially promoted to children in the broadcast media.

The public consultation is part of a review by the BAI on the diet and nutrition rules contained in its Children’s Commercial Communications Code. 

On their website the BAI comment:

Under the existing rules, commercial communications which are of particular interest to children or those broadcast during children’s programmes are required to be responsible in their messaging and portrayal of food and drink to those aged under 18. Commercial communications include advertising, sponsorship and product placement.

Responses to the consultation will be accepted by email or by post to the BAI as follows: Children’s Code Consultation, Broadcasting Authority of Ireland, 2 – 5 Warrington Place, Dublin 2 or email:  The deadline for submitting responses is 5pm on Thursday, 6th October 2011.

As part of promoting the consultation, the BAI is undertaking a direct mail-shot to potentially interested stakeholders; a media campaign, including use of social media to promote aspects of the consultation (please note: comments on social media will not be considered as a formal response to the consultation, and those wishing to engage with the consultation are advised to submit their response in writing by post/email).

You can find the consultation referenced on the Food Safety Authority of Ireland Facebook Page here.

You can find the consultation referenced  on the safefood Facebook Page here.

You can find the consultation referenced on the Broadcasting Authority of Ireand Facebook page here. You can also find the BAI on Twitter here.

As the Irish Examiner reports cheese, breakfast cereals and butter could be hit with advertising restrictions due to fears over their effects on children’s health.

This is an important review and if you are a food manufacturer, a marketer involved in the food industry, or a parent I recommend that you take the time to review the 91 page report which you can access here (or download the PDF here) and make sure you have your voice heard in this public consultation.

Remember the deadline for responses is 6 October 2011.


The BAI announced on their Facebook Page on the 3 November 2011 that they had has received 227 submissions in response  to its recent public consultation on how food and drink should be commercially promoted to children in the broadcast media.

Responses came from members of the public, the broadcasting sector, politicians, NGOs and other groups representing the food and drink production sector, the health sector and the diet and nutrition sector. 

In the event that the BAI decides to propose amendments to the existing rules, a second public consultation on a draft set of revised rules will be undertaken. It is expected that any such consultation would happen in the first quarter of 2012. 


Read about the new campaign by the British Heart Foundation about marketing food to children – included in this series of links the BHFresearch report “The 21st century gingerbread house: How companies are marketing junk food to children online”.

Eloqua Grande Guide to Social Advertising

Eloqua Grande Guide to Social Advertising

View more documents from Eloqua

Facebook Sponsored Stories – two reasons to consider using them

Have you tested Facebook sponsored stories yet?


Why should you consider Facebook Sponsored Stories versus Facebook Ads?

In a recent article it was reported that Facebook’s social contextual ad formats got a 46% higher click-through than standard display ads when it reviewed Facebook Sponsored Stories ads, showing a user when a friend has Liked, checked in or used a Facebook app from a brand or company, versus Facebook’s standard display ads.

TBG Digital analysed the data of 2billion impressions over a ten-day period using its Facebook ad optimisation technology – and not only did Facebook Sponsored Stories result in a higher click-through overall, the cost of the ads were driven down be cost per click 20% and cost per fan 18%.

Additional Facebook Sponsored Stories Resources

Find out more about Facebook Sponsored Stories here

Facebook Sponsored Stories Guide

The seven types of Facebook Sponsored Stories

How to create your Facebook Sponsored Story in 5 easy steps

Facebook help support on Facebook Sponsored Stories

How to use YouTube Promoted Videos for lead generation and sales to find out more about YouTube promoted videos where you can use one of your own videos for promotion so that your video promotion will appear next to relevant search results.

You will only pay when people click to watch your video

Register for YouTube promoted videos at

Find out more about how you can use YouTube in your marketing here

Facebook Ads – recording of the Facebook live event

Watch live streaming video from facebookeducation at

UNICEF Ireland invites you to join them for their Euro for Zero TV campaign


My friend Aaron shared an email about this today – UNICEF Ireland are shooting a TV commercial and are looking for members of the public to participate.

This October, UNICEF Ireland, will be asking every adult to give just One Euro for child survival.

For your chance to be part of their TV ad, all you need to do is shoot a short video with your webcam, and upload it to their website.

Find all the details here.

Portfolio Night 8 – young creatives share their portfolio across the globe on 20 May 2010


Are you ready for the global ‘Portfolio Night’ – the world’s largest simultaneous advertising portfolio review event taking place on 20 May 2010 in 40 cities across the globe?

In Ireland the first ever ‘Portfolio Night’ is taking place in Dublin and is being hosted by JP Donnelly and the team at Ogilvy where young creative talent will have the opportunity to have their portfolio reviewed by some of the countries leading Creative Directors. It’s a great way for the advertising industry and new emerging creative talent to meet each other.

Tickets for Dublin Portfolio Night 8 cost just €20.

Find all the details about ‘Portfolio Night’ at

Find out more about the Irish ‘Portfolio Night’ at

What will be the first ad we see today when Twitter launches ‘Promoted Tweets’

  • As we previously described, the new system serves up ads based on keywords in Twitter search queries.
  • Promoted Tweets will appear at the top of the search results page, with small text indicating they were sponsored. The Times piece notes that companies could use this to combat negative tweets (they can place a positive tweet at the top of the page)
  • A Promoted Tweet isn’t guaranteed to stay afloat for a long time — if the tweet isn’t tracking well in terms of replies, clicks, and a number of other metrics Twitter is calling “resonance”, it will be pulled, and the advertiser won’t pay for it.
  • One ad will be shown at a time
  • Initial ad partners include Best Buy, Virgin America, Starbucks, and Bravo
  • Advertisers will be paying on a CPM basis initially, with plans to adjust the model once Twitter can better gauge how people are engaging with Promoted Tweets
  • So the long awaited news about the Twitter Advertising platform was covered yesterday in a number of online publications with the announcement from twitter expected today. (The above excerpt was from

    The programme is apparently going to be called ‘Promoted Tweets’, will mean that adverts will show up Twitter users search for keywords that the advertisers have bought to link to their ads and that in a later development, Twitter plans to show promoted posts in the stream of Twitter posts, based on how relevant they might be to a particular user.

    According to comScore, had 22.3 million unique visitors in March 2010, up from 524,000 a year ago, excluding the millions of people who use third party applications to use Twitter.

    The adverts will mean that as a business you will be able to insert messages about your products or services into the stream of real-time conversation.

    In the New York Times there is a quote from Starbuck VP of brand, content and online Chris Bruzzo who comments “When people are searching on Starbucks, what we really want to show them is that something is happening at Starbucks right now, and Promoted Tweets will give us a chance to do that.”

    Initially it is anticipated that you will will pay per thousand people who see promoted posts.

    The interesting question for me is will we ignore the ads as some of us do on Facebook and in Google search results?

    I wonder what the first ad insert in Twitter will be that I see today?

    For additional coverage check out the following articles:

    In AdAge 

    In the New York Times


    Here is the official Twitter Announcement of 13 April

    European Study Predicts Online Advertising To Increase By More Than 7% in 2010

    The Marketers’ Internet Ad Barometer, forecasts that online ad spend across Europe will grow even more rapidly in 2011 with budgets expected to grow by 15% year-on-year.


    This forecast by the European Interactive Advertising Association – which counts AOL, BBC, MTV, eBay and Conde Nast as members – will raise hopes that marketers are beginning to regain confidence and increase their budgets across the board.


    EIAA also found that while TV ad spend may be under pressure, websites such as that offer programmes online are starting to catch on with marketers.

    The Guardian goes on to report that in 2010 there is a predicted 7.6% year-on-year increase across Europe.

    The research, conducted with senior marketing executives across nine European markets.

    Some 33% of the advertisers reported that they are increasing spending on online video advertising and about 20% of respondents stated that their spend on mobile advertising was increasing.

    I can not find the current research posted on the website of the European Interactive Advertising Association online at the time of writing this article. You can however find their previous research here.

    What are your plans for 2010 – will you be increasing money spent or other resources with online advertising?

    Is that with Facebook ads, Google pay per click, online video or banner advertising?