1: Measuring Success in a Technology PR Campaign w/ Yvonne Eskenzi

WEBVTT 1 00:00:00.200 --> 00:00:04.919 My philosophy has always been go out there and get as much fantastic coverage you 2 00:00:05.000 --> 00:00:12.910 possibly can. You were listening to bb revenue acceleration, a podcast dedicated helping 3 00:00:12.990 --> 00:00:16.870 software executives stay on the cutting edge of sales and marketing in their industry. 4 00:00:16.910 --> 00:00:22.420 Let's get into the show. Hi, welcome to be to be a Rivan 5 00:00:22.420 --> 00:00:27.579 your acceleration. My name is rilianutier and I am here today with even Iskenzy 6 00:00:27.660 --> 00:00:30.660 from Misken Zypr. How are you today, even, I'm really good. 7 00:00:30.780 --> 00:00:34.100 Thanks right. How are you doing? Very, very well, so even 8 00:00:34.259 --> 00:00:39.890 you. Today we will be talking about measuring success in a technology PR campaign. 9 00:00:40.289 --> 00:00:43.570 To a pick that that you and I have at the opportunity to discuss 10 00:00:43.570 --> 00:00:47.090 quite a few times, is a between us, always clients. But before 11 00:00:47.130 --> 00:00:50.600 we go into details, can you please show with us a little bit more 12 00:00:50.600 --> 00:00:55.799 about what is Canzi does and a summary of of your services the type of 13 00:00:55.880 --> 00:00:59.560 clients that yourself that would be very useful. Okay. Well, we skn 14 00:00:59.560 --> 00:01:04.950 zypre been in business for twenty three years come this September. So, for 15 00:01:06.150 --> 00:01:11.310 our sins, we do nothing but cyber security pr been doing that literally over 16 00:01:11.430 --> 00:01:15.750 two decades and we have now over thirty clients or cyber security companies, and 17 00:01:17.030 --> 00:01:21.099 we built many of them from when they were little companies, maybe nine years 18 00:01:21.140 --> 00:01:25.420 ago. But companies like imperver and our unknown quantity and now is one of 19 00:01:25.459 --> 00:01:30.620 the world's biggest it tes security companies. We have many companies like that. 20 00:01:30.819 --> 00:01:34.129 So we often will work with a with a company to build them into a 21 00:01:34.409 --> 00:01:41.129 worldwide, globally branded company that's that's world renowned, and then we'll take them, 22 00:01:41.409 --> 00:01:44.810 we hope, through an IPO, or they'll be acquired. And so 23 00:01:44.930 --> 00:01:48.480 very often most of our clients get acquired for a lot of money, so, 24 00:01:48.640 --> 00:01:52.239 you know, from maybe a billion dollars, and we've been doing that 25 00:01:52.359 --> 00:01:55.560 now. So we probably got about fifteen companies that we've actually had go through 26 00:01:55.640 --> 00:01:59.680 an acquisition, often by a an IBM or an HP or a Cisco. 27 00:02:00.239 --> 00:02:02.269 That's very, very much what what we take. We take these companies are 28 00:02:02.310 --> 00:02:06.549 often quite quite unknown, and build them to big, big companies. But 29 00:02:06.790 --> 00:02:09.629 but saying that, lots and lots of silicon vator based companies will come to 30 00:02:09.710 --> 00:02:14.629 US or Israeli's will come to us, Israeli comport will come to US and 31 00:02:14.669 --> 00:02:16.900 want to they've already done well in the US so you know, they may 32 00:02:16.939 --> 00:02:22.819 already be have maybe a maybe ten or twenty million pound turnover and now they 33 00:02:22.900 --> 00:02:25.060 want to start to make a presence into the UK. So they'll use US 34 00:02:25.060 --> 00:02:29.500 as their agency to build them in the UK and then very often they'll then 35 00:02:29.620 --> 00:02:31.889 take us what they'll want us to work with them in France and then Germany. 36 00:02:32.090 --> 00:02:36.210 So we've got offices in France and Germany, a big office here, 37 00:02:36.250 --> 00:02:39.009 are h q's in London, and then very often we will then work for 38 00:02:39.090 --> 00:02:43.650 them in the US, which is amazing. They fire their PR agencies in 39 00:02:43.770 --> 00:02:46.120 the US because they kind of go, why the hell have you got us 40 00:02:46.120 --> 00:02:49.719 so much coverage in the UK and our agency in the US is things so 41 00:02:49.879 --> 00:02:52.879 badly? So we end up doing the PR for everybody out in in the 42 00:02:52.879 --> 00:02:54.960 US. So we now got six or seven clients in the US, which 43 00:02:55.000 --> 00:02:58.629 is a great, great fun. Okay, well, that's that's definitely a 44 00:02:59.270 --> 00:03:04.349 lot of fixed byents and and a lot of very, very exciting clients. 45 00:03:04.349 --> 00:03:07.229 Success story that you just share with a first as very useful as you mentioned 46 00:03:07.270 --> 00:03:12.189 before. You know, obviously a skincy she brought technology vendors with our PR 47 00:03:12.229 --> 00:03:15.939 strategy and and as a p organization your role is to put them in the 48 00:03:16.060 --> 00:03:21.139 headline. So I guess what one of the question it would be very interesting 49 00:03:21.340 --> 00:03:25.020 for us to discusses. How do your line success or written on investment we 50 00:03:25.259 --> 00:03:29.409 pur or? In other words, and probably a same block question, how 51 00:03:29.490 --> 00:03:35.009 can you measure your clients success or, your clients Roy from the PR activities 52 00:03:35.169 --> 00:03:38.889 that you you put together for them? So you must always remember that here 53 00:03:39.449 --> 00:03:44.800 is actually placed. It earned. You earn Pr, you earn press coverage. 54 00:03:44.879 --> 00:03:47.520 So you have to get it on its merit. Remember, advertising is 55 00:03:47.560 --> 00:03:51.919 all about paying for it. So you pay for adverts and it's out there 56 00:03:52.240 --> 00:03:54.199 and then you can often measure very, very closely. You know you just 57 00:03:54.240 --> 00:03:57.949 paid a million pounds and you can see how it leads to come to your 58 00:03:57.949 --> 00:04:01.229 website and the result of that PR is actually kind of coming up with intelligent 59 00:04:01.550 --> 00:04:05.229 ideas to kind of get your clients into the press. Really smart out the 60 00:04:05.310 --> 00:04:09.189 box, brillianttle ideas are going to kind of get people to want to read 61 00:04:09.229 --> 00:04:13.460 about it and see you earned that. When you actually look at returned return 62 00:04:13.580 --> 00:04:18.420 on investment, it's slightly harder to measure. However, we're using now more 63 00:04:18.500 --> 00:04:23.579 and more and tools like hub spot with our clients to measure it so you 64 00:04:23.620 --> 00:04:28.209 can actually see all the touch points where people are coming into your website and 65 00:04:28.290 --> 00:04:30.129 where they've come from. So if you use something like a up spot, 66 00:04:30.170 --> 00:04:33.970 which were now encouraging our classic customers to use and we using ourselves, you 67 00:04:34.089 --> 00:04:40.519 can actually very closely measure the return on investment. But you can actually measure 68 00:04:40.519 --> 00:04:45.720 success with pr now by actually seeing how many presser cuttings you have each month, 69 00:04:46.000 --> 00:04:48.560 which is obviously very important. You can see you know if you're getting. 70 00:04:48.839 --> 00:04:53.069 If you didn't have P are had another PO agency before and they were 71 00:04:53.069 --> 00:04:56.269 only getting five bits of coverage, but now you're getting ten to fifteen. 72 00:04:56.709 --> 00:05:00.310 And we usually tell our clients will get them about fifteen pieces of really good 73 00:05:00.350 --> 00:05:04.110 tier one press coverage, and that's this week alonely be in the Daily Mail, 74 00:05:04.149 --> 00:05:10.019 the Daily Telegraph, we've been New Statesman, the economists got into newyork 75 00:05:10.060 --> 00:05:13.379 type. So you know we get our clients into those first class publications, 76 00:05:13.500 --> 00:05:15.779 always in their SE magazine, win so security magazine. So the idea is 77 00:05:15.899 --> 00:05:19.779 to try and get your clients much coverage, good quality coverage. Depositi count. 78 00:05:19.899 --> 00:05:23.689 That's very measurable because at the end of the month you kind of go 79 00:05:24.089 --> 00:05:26.170 for how much PEPs? You know, what did you actually get for us? 80 00:05:26.290 --> 00:05:28.009 And we kind of go, well, this is what we got for 81 00:05:28.089 --> 00:05:30.810 you. And then the other thing you can do is is actually share a 82 00:05:30.889 --> 00:05:35.399 voice against your competitors, which is something that we now measure very closely. 83 00:05:35.759 --> 00:05:41.240 We use a lot of best to breed tools to actually measure how well we're 84 00:05:41.279 --> 00:05:44.279 doing for our clients against all their competitors. So you you know, there 85 00:05:44.399 --> 00:05:46.199 was a client that we working with and they were number five. They had 86 00:05:46.240 --> 00:05:49.709 all, you know, another five competitors above them and I think over about 87 00:05:49.870 --> 00:05:54.629 six months which we move them right up to the first place by getting them 88 00:05:54.910 --> 00:05:58.189 in the press as much pross a good story. That's the second thing. 89 00:05:58.470 --> 00:06:03.660 Increased Seo, if you can actually show that you know you're bringing links and 90 00:06:03.899 --> 00:06:08.220 there's coverage and you can get this link to actually bring in each since they 91 00:06:08.259 --> 00:06:11.339 we get a nice piece of coverage and in Se magazine, but an se 92 00:06:11.500 --> 00:06:14.980 magazine have a nice link back to operatics, for example, and that's going 93 00:06:15.019 --> 00:06:17.689 to see to seo the whole time. You know, you almost succeed now 94 00:06:17.970 --> 00:06:20.329 on SEO. You know, if you do a search you, we all 95 00:06:20.410 --> 00:06:23.250 know you want to be up there. You want to be the first person 96 00:06:23.569 --> 00:06:26.850 that when you do a link on side best cyber secuity peer agencies, you 97 00:06:26.889 --> 00:06:29.370 hope that we're going to be number one up there. So that's terribly, 98 00:06:29.490 --> 00:06:33.480 terribly important. Seo and and actually social media footprint, making sure that your 99 00:06:33.879 --> 00:06:36.920 social media footprints is wide. See, you've got to be able to make 100 00:06:36.959 --> 00:06:41.920 sure that you increasing your followers on twitter, facebook and Linkedin. All of 101 00:06:42.000 --> 00:06:46.680 those are very, very measurable now and obviously sales leads. It's you want 102 00:06:46.680 --> 00:06:48.389 to get sales leaves. That's what we're all in this business for, right 103 00:06:48.629 --> 00:06:51.750 you more than anybody else really, and so that's what our job is, 104 00:06:51.870 --> 00:06:55.189 you know. And we can turn around to our clients very often. For 105 00:06:55.350 --> 00:06:59.750 example, one of our huge clients, they got on the BBC few months 106 00:06:59.829 --> 00:07:02.699 back and just from the coverage alone, from being on the BBC, big 107 00:07:02.819 --> 00:07:06.500 huge water orthority, and said to them that's it. We want to use 108 00:07:06.540 --> 00:07:12.220 you without even going to tender. We your rights. Yes, this is 109 00:07:12.259 --> 00:07:15.170 this is a direct correlation and from a PR action to to a selves ragus 110 00:07:15.209 --> 00:07:18.170 results, which is fantastic. Yeah, and they said that page for that 111 00:07:18.250 --> 00:07:24.449 P off the next five years. So if you even better so you don't 112 00:07:24.449 --> 00:07:26.730 even need a job anymore really, and we can just for you. Just 113 00:07:26.850 --> 00:07:30.160 took great pr right. It's terrible. So something that you mentioned is is 114 00:07:30.240 --> 00:07:33.920 really interesting. So, in come of increasing the ranking, so dose tools 115 00:07:33.959 --> 00:07:39.279 that you are using a like sucking information from your competitor. So you least 116 00:07:39.319 --> 00:07:43.600 your competitors, and these tools will scroll the net to look at the different 117 00:07:43.720 --> 00:07:46.509 publication at have been available from your competitors. And do they compare them on 118 00:07:46.910 --> 00:07:53.350 just a quantitative basis? I your competitors have published an articles this week in 119 00:07:53.470 --> 00:07:57.389 search and search publication. Is there also a qualitative aspect behind it, income 120 00:07:57.470 --> 00:08:01.139 of the quality of the rich, the audience that was approached? Because, 121 00:08:01.139 --> 00:08:05.980 I believe you know from what you do, there is the very specific press 122 00:08:05.019 --> 00:08:09.620 as well, as you mentioned BBC, you mentioned the daily manage, you 123 00:08:09.660 --> 00:08:13.329 mentioned the economies to do some more like, I would not call them broadcast, 124 00:08:13.449 --> 00:08:16.490 but much wider audience type of press. So it be good if you 125 00:08:16.529 --> 00:08:20.009 can just give us a little bit more background around that and how it works, 126 00:08:20.009 --> 00:08:24.170 because that's that's I find it very, very interesting. Okay, that's 127 00:08:24.290 --> 00:08:28.680 and that's a really difficult thing for us to have to Tuck hugely time consuming 128 00:08:28.800 --> 00:08:31.840 thing. In fact, we spend most of fro all our accounts executives spend 129 00:08:31.919 --> 00:08:37.639 most of Friday doing exactly what. You just asked that question. How the 130 00:08:37.759 --> 00:08:41.389 Hell do you analyze the coverage that your can thing and versus your competitors? 131 00:08:41.629 --> 00:08:46.190 And you know, what could actually happen is you could be working against the 132 00:08:46.269 --> 00:08:50.590 public quota company and they've just gone and put something out over the wire and 133 00:08:50.750 --> 00:08:52.750 got themselves a huge amount of coverage because it was is about. They have 134 00:08:52.789 --> 00:08:56.259 to go and get that because they've just announced that they've just bought another company. 135 00:08:56.500 --> 00:09:01.899 Now that hasn't isn't actually it isn't fair in a way because now suddenly 136 00:09:01.059 --> 00:09:05.220 this week that company is just bought another and they've got a hundred and fifty 137 00:09:05.220 --> 00:09:09.580 pieces of coverage and all the financial press. So those analytics will suddenly show 138 00:09:09.899 --> 00:09:13.690 they've got share of voice because they've just done a huge public announcement about something. 139 00:09:13.769 --> 00:09:18.009 And you've been working really hard to try and get some results of the 140 00:09:18.169 --> 00:09:20.809 survey out there that you may have done, Rsa. Or you know you've 141 00:09:20.850 --> 00:09:26.639 just done a really fantastic study with a ponom on institutor and analyst powers like 142 00:09:26.840 --> 00:09:33.080 forester and actually that's very frustrating. But you get sort of blown out by 143 00:09:33.159 --> 00:09:37.960 all of this excess noise, which doesn't so so sometimes share a voice gets 144 00:09:37.039 --> 00:09:41.029 skewed unfairly and you then have to literally, we all have to spend a 145 00:09:41.070 --> 00:09:43.870 huge amount of time trying to work it out and to try and kind of 146 00:09:43.950 --> 00:09:48.110 go listen, client. That wasn't actually anything they did. They just sent 147 00:09:48.190 --> 00:09:50.990 something over the news wires and therefore so we actually spend a lot of our 148 00:09:52.070 --> 00:09:58.340 time trying to analyze the coverages out there to present it fairly and so and 149 00:09:58.620 --> 00:10:01.659 often be actualal tier to tier three coverage and some of the other rubbish. 150 00:10:01.820 --> 00:10:07.330 You often in the states they used to send out information and then it goes 151 00:10:07.370 --> 00:10:09.769 out all over the place, but it's never very good stuff. It's on 152 00:10:09.850 --> 00:10:13.049 it. It's kind of on a google so like an algorithm, it's just 153 00:10:13.129 --> 00:10:16.049 sent all over the place and it looks good. So a lot of the 154 00:10:16.090 --> 00:10:18.129 USPO agencies, you Sur why, to do that, but they're not actually 155 00:10:18.129 --> 00:10:22.879 getting proper hits and not getting well written, well respects, you know, 156 00:10:22.919 --> 00:10:26.120 kind of respectful information out there, and that's what you have to look up 157 00:10:26.159 --> 00:10:30.080 for. To that answer your question. The answer a question I actually lead 158 00:10:30.200 --> 00:10:33.519 me to another one, because we've got we've got a similar problem. Yeah, 159 00:10:33.639 --> 00:10:37.190 that operatics. Where we are focus is very much on the quality of 160 00:10:37.230 --> 00:10:41.350 US use the quantity and, as you mentioned, you know, we've got 161 00:10:41.509 --> 00:10:46.590 a guess competitors out there were really pushing on the volumes, the numbers and 162 00:10:46.669 --> 00:10:50.340 how many people did teach? Are many call they make or email this and 163 00:10:50.500 --> 00:10:52.980 etc. Etc. Which, at you know, of the days is absolutely 164 00:10:52.019 --> 00:10:56.820 all fantastic. The volume is great, but the quality is important. So 165 00:10:56.340 --> 00:11:01.059 that's kind of reading me to a question. Is Pr Focus, based on 166 00:11:01.100 --> 00:11:05.690 the discussion we have today. But from your perspective even do you think a 167 00:11:05.809 --> 00:11:13.009 good piece in a specialized press or specialized in a special especially channel would be 168 00:11:13.210 --> 00:11:18.490 better than a broadcast piece? Is there? Is there our best way? 169 00:11:18.639 --> 00:11:22.120 Is the is the very specific, very targeted better than the broadcast? Or 170 00:11:22.159 --> 00:11:24.799 does it depends on actually the message that you want to put out there? 171 00:11:26.240 --> 00:11:28.279 That's such a good question really, and you are really quite a quite a 172 00:11:28.440 --> 00:11:31.720 themed on it. And that is such a question. And I tell you 173 00:11:31.799 --> 00:11:35.190 what. What we tend to do. My philosophy has always been go out 174 00:11:35.230 --> 00:11:39.990 there and get as much fantastic coverage you possibly can and I don't mean tear 175 00:11:41.110 --> 00:11:43.590 to I mean fantastic coverage. So I was all. I came from a 176 00:11:43.750 --> 00:11:48.299 consumer back guy, worked from news international on the big newspapers like The Times, 177 00:11:48.419 --> 00:11:52.139 The Sunday Times and the sun and stuff like that. My philosophy always 178 00:11:52.340 --> 00:11:54.700 was go to the top, get the best coverage you possibly can in the 179 00:11:54.860 --> 00:11:58.539 best broadcast. So you start up there, it'll all filter down. You 180 00:11:58.700 --> 00:12:03.649 get in the DBC or Reuters or Press Association, all right, from amazing 181 00:12:03.769 --> 00:12:07.049 story. It'll go to the most people and your job is done. That's 182 00:12:07.049 --> 00:12:09.970 what I believe, however. So we always do that. So our philosophy 183 00:12:11.009 --> 00:12:15.610 here at agenstr's okay, don't deal with with the whole all the holy ploy 184 00:12:15.649 --> 00:12:18.559 if you like, all the math press. Just go to the Creme de 185 00:12:18.559 --> 00:12:20.639 la Creme, best press there is. And I would say to my clients 186 00:12:20.679 --> 00:12:24.879 when I sit with him in a meeting, closing eyes and adjust jeep, 187 00:12:24.919 --> 00:12:28.120 dream of the tent top publications you want to be in and we will try 188 00:12:28.159 --> 00:12:31.149 and realize your dream. So they always come as they want to be in 189 00:12:31.190 --> 00:12:35.029 a financial time to certainly here in the UK, if it may be in 190 00:12:35.070 --> 00:12:37.590 the states, maybe new you know the New York Times or something like that, 191 00:12:37.909 --> 00:12:41.789 and I can fine, let's try and work out and we've been on 192 00:12:41.830 --> 00:12:45.659 the Financial Times the last three months three up in the last four months. 193 00:12:45.740 --> 00:12:48.820 Three times. We've got the front page of the FT this here once and 194 00:12:48.820 --> 00:12:52.779 lasty ons from page of the FT, which is an amazing right and amazing. 195 00:12:52.860 --> 00:12:56.139 We try and do that for our clients as often because so we get 196 00:12:56.220 --> 00:12:58.690 them into the Creme de la cremes. However, we always make sure we 197 00:12:58.730 --> 00:13:03.129 get them into the trade press as well because, okay, they kind of 198 00:13:03.169 --> 00:13:05.610 the Geeky guys are going to read them. are going to want to read 199 00:13:05.610 --> 00:13:07.730 the Geeky press. I're going to want to read that, the kind of 200 00:13:07.289 --> 00:13:11.289 se magazines infersecurities. And so you want to get into the techy press because 201 00:13:11.289 --> 00:13:15.360 that means you're going to get to petical audience, but also you want to 202 00:13:15.399 --> 00:13:18.039 get into the vertical press, and the vertical press means your clients may be 203 00:13:18.159 --> 00:13:22.320 wanting to be in in they'll say to us, okay, we want to 204 00:13:22.360 --> 00:13:24.039 be in a fight, we want to be we want to reach the financial 205 00:13:24.159 --> 00:13:26.950 press. We with the financial market, you know, we want to reach 206 00:13:28.029 --> 00:13:31.190 the bankers, we want to meet reach the insurance we want to reach transport, 207 00:13:31.350 --> 00:13:35.429 we want to reach retail or we want to reach the manufacturing so then 208 00:13:35.470 --> 00:13:39.429 our next job is to try and get them into the manufacturing press or the 209 00:13:39.470 --> 00:13:43.100 retail press or whatever it may be. So you have to look right across 210 00:13:43.100 --> 00:13:46.940 almost if you see it like a kind of an orange, you'd want to 211 00:13:46.980 --> 00:13:48.820 just do lots of tick off all the segments. So, in answer to 212 00:13:48.820 --> 00:13:52.340 your question, I think you want to do both a Reali and that's, 213 00:13:52.419 --> 00:13:54.379 I think, is to achieve. Okay, it's I think, may take. 214 00:13:54.379 --> 00:14:01.090 Always is about the empty balance of of totching. I think the I 215 00:14:01.129 --> 00:14:05.129 guess, the trophy article in there in a big, big big magazine or 216 00:14:05.169 --> 00:14:09.210 big big news paper or big TV show, as well as all the specifies 217 00:14:09.250 --> 00:14:11.159 that will then get, as you mentioned them the Geeki. I'm not sure 218 00:14:11.320 --> 00:14:15.519 any of them listen to that post. Guests would love that, but there 219 00:14:15.559 --> 00:14:16.559 you go. I mean, you know some of the out there needs to 220 00:14:16.639 --> 00:14:20.159 look at at things from a technical perspective. So you guys at this Kn 221 00:14:20.200 --> 00:14:26.789 Z of a focus and lots of fixed biens, nail being it security company, 222 00:14:26.830 --> 00:14:30.990 be to be software securities organization, and so do we end? My 223 00:14:31.149 --> 00:14:35.669 point is that we realize that most of this organization first of all compete with 224 00:14:35.950 --> 00:14:39.299 more and more other identities. So there is more and more competition in the 225 00:14:39.379 --> 00:14:45.580 security market. We often hear from prospects and users, for channel partners or 226 00:14:45.620 --> 00:14:50.500 even from vendors themselves, that message can be diluted. Everybody goes after the 227 00:14:50.620 --> 00:14:54.769 same very proposition. Recently lots of people who went after GDPA, and then 228 00:14:54.889 --> 00:15:00.289 there is some other stu that comming exce for EXC so everybody can of solve 229 00:15:00.570 --> 00:15:03.450 the same wave. And that's leading me to a question which is in such 230 00:15:03.490 --> 00:15:09.559 a crowded market, which is the at security market, what kind of subject 231 00:15:09.639 --> 00:15:13.519 from your perspective, are how can you make a subject really newsworthy? How 232 00:15:13.600 --> 00:15:16.759 to wake up this worthy? Well, you have to use your imagination, 233 00:15:16.919 --> 00:15:20.320 you have to think out the box, you have to be creative, you 234 00:15:20.480 --> 00:15:24.269 have to brain storm smart, clever ideas and you have to rise above all 235 00:15:24.309 --> 00:15:28.029 the noise. You have to be different, you have to look different, 236 00:15:28.110 --> 00:15:31.830 you have to you have to really understand what it is that's going to make 237 00:15:31.950 --> 00:15:37.179 that particular company stand out from the crowd. So you have to really get 238 00:15:37.340 --> 00:15:41.940 in, get stuck in, talk to the people, not just the marketing 239 00:15:41.139 --> 00:15:45.860 people, not to the sales people, but talk to people are Cole face, 240 00:15:46.220 --> 00:15:48.220 the real techy guys that are developing the products, that talking to the 241 00:15:48.299 --> 00:15:54.370 customers. And I really understand what makes that company pick because so often we've 242 00:15:54.490 --> 00:16:00.409 spoken to, you know, our marketing directors or we've spoken to the sales 243 00:16:00.570 --> 00:16:03.929 guy or whoever it may be, and we've not really kind of got the 244 00:16:03.169 --> 00:16:07.159 essence, the real core of what's going on. When you actually get into 245 00:16:07.159 --> 00:16:08.840 the company, actually make make an effort to go and talk from the guys 246 00:16:08.879 --> 00:16:12.039 on the floor. They are the ones that actually have got great ideas, 247 00:16:12.240 --> 00:16:15.240 because some of them can write brilliantly, you know, worth using to get 248 00:16:15.759 --> 00:16:19.350 blogs written, stuff like that, but they're actually out there producing the product 249 00:16:19.470 --> 00:16:22.710 and they're out there talking to people. They're the ones that come up with 250 00:16:22.750 --> 00:16:25.509 a best some of the best stories I've ever done. I came up with 251 00:16:25.549 --> 00:16:29.309 a story once I sat down and the bonehead of product sat in the meeting. 252 00:16:29.509 --> 00:16:32.629 So the fell the two owners of the company with their and marketing guy 253 00:16:32.750 --> 00:16:34.580 was there and this peggy guy walks in and he's a really Nice Guy Actually, 254 00:16:34.620 --> 00:16:37.379 and I won't give you the name, but I should. Actually could 255 00:16:37.379 --> 00:16:40.500 be such cool guy booth. I've I've kept touch with him and we were 256 00:16:40.539 --> 00:16:42.259 talking about how could be possibly at the company out there and get lots of 257 00:16:42.340 --> 00:16:45.740 coverage for them. Had He kind of goes I'm sure that people are phobic 258 00:16:45.779 --> 00:16:49.090 about having their phone with them. I'd love to do some sort of survey 259 00:16:49.450 --> 00:16:52.769 just to find out whether people, how long people could last without their phone 260 00:16:52.809 --> 00:16:56.250 and whether, if they don't have the phone, whether they become really kind 261 00:16:56.289 --> 00:16:59.090 of nervous. And we did the survey and we came up with this word 262 00:16:59.210 --> 00:17:03.319 Nomophobia, no, mobile phone phobia. And it became such a massive story. 263 00:17:03.319 --> 00:17:07.160 It got the front page of every newspaper all around, even the front 264 00:17:07.200 --> 00:17:10.240 page of the India of time, The Times of India, New York Times, 265 00:17:10.680 --> 00:17:12.880 front page to B La Times. It became global, right, and 266 00:17:14.000 --> 00:17:17.430 it all came from this pecky guy that I would never have kind of I 267 00:17:17.470 --> 00:17:19.150 would have looked at him when maw looks a bit boring, a bit gray. 268 00:17:19.230 --> 00:17:25.309 He ended up being unbelievably brilliant. Yeah, the dictionary number for you. 269 00:17:25.789 --> 00:17:29.069 We did. Actually, we did want a big SERIO. I I've 270 00:17:29.069 --> 00:17:30.980 been serious, or really we did. We got it into the urban dictionary. 271 00:17:32.059 --> 00:17:33.980 So we got the word no more phobia into the urban dictionary. We 272 00:17:34.099 --> 00:17:37.420 got into the dictionary. So you go and funny enough we're now working with 273 00:17:37.539 --> 00:17:41.940 the hacker one, one of other clients to see whether we can actually legitimize 274 00:17:41.980 --> 00:17:47.130 and get get the word hacker legitimized and and just change the whole bad pression 275 00:17:47.170 --> 00:17:48.690 that the word hacker has. And that's our next day is to get that 276 00:17:48.930 --> 00:17:52.930 changed in the Cambish dictionaries. So we do go out do these kind of 277 00:17:52.970 --> 00:17:56.170 win wonderful crazy ideas that do. But I'm just saying you have to go 278 00:17:56.250 --> 00:18:00.519 out there and think about how can we possibly turn this company that's actually quite 279 00:18:00.599 --> 00:18:04.000 bland. When I walked around our say with you what three weeks ago, 280 00:18:04.079 --> 00:18:07.160 reliant, resently cleos. Yes, it was it. Did we ever find 281 00:18:07.480 --> 00:18:11.559 how many companies stood out from the crowd? And they all just look the 282 00:18:11.599 --> 00:18:14.869 same than they all just do threat intelligence? I mean, didn't everybody look 283 00:18:14.869 --> 00:18:17.390 like they were doing the same thing? How the hell do you make yourself 284 00:18:17.430 --> 00:18:19.470 stand out from the crowd? And when I walked around all those stands, 285 00:18:19.670 --> 00:18:23.549 the messaging on all their stands sort of looked exactly the same. You do 286 00:18:23.750 --> 00:18:27.299 have to think out of the crowd. And out of the box and really 287 00:18:27.500 --> 00:18:32.259 talk to everybody within the company possibly can can talk to just to see how 288 00:18:32.380 --> 00:18:36.180 you can make them interesting, and obviously we use a whole lot of tools 289 00:18:36.259 --> 00:18:41.420 to do that. So very often to get companies coverage will do rapid responses, 290 00:18:41.450 --> 00:18:44.890 thank God. In our industry, which is cybersecurity, people are breach, 291 00:18:44.970 --> 00:18:47.329 having breaches left right in the center and, as always, destroy as 292 00:18:47.329 --> 00:18:51.809 a new malware there's a new threat of stay once, but so rapid responses 293 00:18:52.009 --> 00:18:55.130 in our business is everything, thank God, or not in selling air bags, 294 00:18:55.250 --> 00:19:00.920 because I constantly breaking story about her bag. It's really spectually I mean, 295 00:19:00.400 --> 00:19:03.519 and I like the the answer to the question because it's it's about bringing 296 00:19:03.559 --> 00:19:08.440 a little bit of originality, being different, thinking about things that looking at 297 00:19:08.519 --> 00:19:11.710 the problem or looking at looking at it outside, from outside the box, 298 00:19:11.750 --> 00:19:17.710 and and really using your experience and engaging with people and discussing with them to 299 00:19:18.069 --> 00:19:22.630 find great ideas and then putting them into practice. I have one final question 300 00:19:22.789 --> 00:19:26.259 for you, and it's really around. I would like you to let's say 301 00:19:26.299 --> 00:19:30.900 I'm a startup and we put ourselves in the shoes off a CMO or CEO 302 00:19:32.220 --> 00:19:36.299 in in a startup organizations I'm a B to be software start up and I 303 00:19:36.420 --> 00:19:38.490 think we don't need to just focus on security here, which you know, 304 00:19:38.809 --> 00:19:45.369 that's what would be from your perspective. The the three things that an organization 305 00:19:45.609 --> 00:19:49.490 should look at when they are looking at hiring or making a decision in hiring 306 00:19:49.769 --> 00:19:52.359 a PR company? I'm going to I think I'm going to. I don't 307 00:19:52.359 --> 00:19:56.079 think it can be three, but I will tell you what I think you 308 00:19:56.119 --> 00:19:57.799 should look for when you're looking for a good porage to see. You need 309 00:19:57.880 --> 00:20:00.839 to come in and need to talk to the man. If you can't come 310 00:20:00.920 --> 00:20:03.119 and talk to them, you need to have a skype call or something like 311 00:20:03.240 --> 00:20:07.349 that, because often not climbs in the US because it's all about chemistry. 312 00:20:07.750 --> 00:20:10.630 It's you know, we will buy from people. Don't make people buy from 313 00:20:10.630 --> 00:20:12.670 people. But that's why people love you, really because you just so handsome 314 00:20:12.750 --> 00:20:17.990 and Fappy, listened and entertaining and fun to be with you. That's not 315 00:20:18.109 --> 00:20:19.789 on the yeah, on this podcast. That's pretty hard to do, though, 316 00:20:19.869 --> 00:20:25.259 but cam chemistry is absolutely everything and I have to tell you, when 317 00:20:25.259 --> 00:20:27.819 you like somebody, you will go that extra mile for them. You will 318 00:20:27.819 --> 00:20:30.539 go and fight their corner. You've got to trust them. Yeah, I 319 00:20:30.660 --> 00:20:34.420 mean chemistry and actually fighting that quite everything. And I you know, it 320 00:20:34.500 --> 00:20:37.289 slight employing people, isn't it? I've been trying to employ people in the 321 00:20:37.329 --> 00:20:41.250 last few days and it's I'm really bad at I'm add a tive. You 322 00:20:41.329 --> 00:20:42.450 know, you look at somebody walks through the door, they could be great 323 00:20:42.450 --> 00:20:45.490 on the phone. As you see them watch through the door, they look 324 00:20:45.529 --> 00:20:47.970 like bag of potatoes. Anybody want to employ them? Do you really? 325 00:20:48.130 --> 00:20:51.960 So you've got to be able to coind like them and kind of having a 326 00:20:52.160 --> 00:20:55.799 pedigree in that space. You know, if you're looking for you know you're 327 00:20:55.839 --> 00:20:57.480 saying maybe not in the space, but if you're looking for cyber secuity PR 328 00:20:57.519 --> 00:21:00.839 agency, you want to know that actually a cybersecurity they know how to sell 329 00:21:00.920 --> 00:21:03.750 cyber security companies right. You know, they've got to be able to have 330 00:21:03.869 --> 00:21:07.990 that experience and you don't want to go to kind of like a big I 331 00:21:07.150 --> 00:21:11.630 don't think these agencies that say they do everything are the agency want to go 332 00:21:11.789 --> 00:21:14.509 for. Very often people come to us and go I went to a big 333 00:21:14.549 --> 00:21:17.829 agency and they had all the the moving companies and they doesn't let they just 334 00:21:17.990 --> 00:21:21.299 forgot about us because they were all they were looking after his huge big names 335 00:21:21.380 --> 00:21:22.819 and they did this and that and any kind of go on and they forgot 336 00:21:22.859 --> 00:21:26.420 all about us and it's like no, I know you want someone's going to 337 00:21:26.460 --> 00:21:29.380 look after you and really care for you and work with you. And they've 338 00:21:29.380 --> 00:21:32.059 got to be good at storytelling. They've got to be creative, they've got 339 00:21:32.099 --> 00:21:33.970 to be able to think out the box and in our industry you've got to 340 00:21:34.009 --> 00:21:38.329 be able to turn Geek speak into every day speak, because if you don't 341 00:21:38.329 --> 00:21:41.170 get it then you're not gonna be able to try that story. All I'm 342 00:21:41.210 --> 00:21:45.089 doing, and all our staff are doing a selling stories. You've got to 343 00:21:45.130 --> 00:21:47.440 be able to have a nose for a good story and be able to sell 344 00:21:47.480 --> 00:21:49.319 it. And the other thing I think is so important really, when you're 345 00:21:49.319 --> 00:21:53.319 looking for pure agency, if evidence of the results they've achieved. Go into 346 00:21:53.359 --> 00:21:56.839 the pure agency and say to them, I want to see the list of 347 00:21:56.920 --> 00:22:00.119 companies that you work for. I want to know the results you're getting for 348 00:22:00.279 --> 00:22:02.309 them. I want to know what you've got from the last month and I 349 00:22:02.349 --> 00:22:03.309 want to know what you've got from them three months ago. I'll know what 350 00:22:03.309 --> 00:22:07.430 you've got six months and I want to know how long you've retained your clients 351 00:22:07.509 --> 00:22:10.990 for we retain our clients from minimum of seven years, and I want to 352 00:22:11.069 --> 00:22:14.990 because if they if they're flipping them every eighteen months or then you do wear 353 00:22:15.029 --> 00:22:18.500 in it and absolutely no agree with you. And then I'm just going to 354 00:22:18.539 --> 00:22:21.259 say the other things you need to know is do they have the geographic reach? 355 00:22:21.539 --> 00:22:25.059 Can they work for you globally, because to manage lots of agencies does 356 00:22:25.140 --> 00:22:26.700 your head and you want to have an agency that can look after you globally. 357 00:22:26.819 --> 00:22:30.289 That's terribly important and I think more and more but sending up very for 358 00:22:30.410 --> 00:22:34.890 us is that stories break at seven o'clock or nine o'clock on a Sart on 359 00:22:34.970 --> 00:22:38.289 a Saturday night. We've had that over the weekend recently. You've got to 360 00:22:38.329 --> 00:22:41.730 make sure. You've got to ask your candidly. Would you be able to 361 00:22:41.769 --> 00:22:45.119 look after us? Would you be there? And I had some crisis communications 362 00:22:45.319 --> 00:22:48.680 one of my clients, some terrible team with a bank overseas the other day 363 00:22:48.880 --> 00:22:52.319 and it looked like their product was involved, and you know they are. 364 00:22:52.480 --> 00:22:56.319 So are ALD that's the American team and us to be on a call within 365 00:22:56.599 --> 00:22:57.589 ten minutes. We were on that call. We had we came up with 366 00:22:57.670 --> 00:23:00.950 the statement and we could do Christ for communication. Is Your Agency available? 367 00:23:02.109 --> 00:23:03.150 Can't? Can I help you out? And the other nice thing. And 368 00:23:03.269 --> 00:23:07.470 have they got awards? We've just won the Queen's Award for enterprise for outstanding 369 00:23:07.710 --> 00:23:11.710 work over seed Dulations. Thank you really in I have to make sure you 370 00:23:11.789 --> 00:23:15.339 come and celebrate with US infersecurity, but will you know show you ever put 371 00:23:15.740 --> 00:23:19.859 so and I have contact. You know, contacts. Is Everything all about 372 00:23:19.980 --> 00:23:22.779 contact. Can I get a call, your call and speak to the FT? 373 00:23:23.019 --> 00:23:26.819 That's all most important thing as well. I really like what you said 374 00:23:26.859 --> 00:23:30.769 even hear because it's really alone with our mission statements. When we when we 375 00:23:30.930 --> 00:23:34.170 engage with clients, we really believe that working as an extension, which is 376 00:23:34.369 --> 00:23:37.329 really the essence of what you mentioned, is being there for them. You 377 00:23:37.410 --> 00:23:41.289 want to be part of that. You just don't want to be that suppliers 378 00:23:41.720 --> 00:23:45.920 that does nine to five, Monday to Friday, when one of our clients 379 00:23:47.000 --> 00:23:51.079 receive a call from their investor, their CEO and they have a question to 380 00:23:51.240 --> 00:23:52.920 one. So we need to be there for them, you know, we 381 00:23:52.000 --> 00:23:55.480 need to be we need to be on calls, we need to be available. 382 00:23:55.480 --> 00:23:57.789 So working as an extension of our clients team. I think it's critical. 383 00:23:59.309 --> 00:24:03.029 And then the experience, the experience of we've been there, we've done 384 00:24:03.029 --> 00:24:06.750 it, so you can get them and I think that's particularly essential when you're 385 00:24:06.829 --> 00:24:08.589 working with early stage companies, and I know that's you guys are doing a 386 00:24:10.019 --> 00:24:15.940 lot of great stuff with early stage organization as well as much larger corporate organizations. 387 00:24:15.019 --> 00:24:19.980 But it's about guiding, it's about leading with with examples or best practices 388 00:24:21.019 --> 00:24:22.900 or experience of what children in the past for I really like what you gave 389 00:24:22.940 --> 00:24:26.049 me as a nonside. Now, obviously we were running a little bit out 390 00:24:26.049 --> 00:24:30.250 of time. I could probably carry on that conversation for another two three hours, 391 00:24:30.529 --> 00:24:34.769 but I e. cosimately time for us to close. It tough, 392 00:24:34.930 --> 00:24:38.079 and what I would like to make sure is if, if some of our 393 00:24:38.119 --> 00:24:42.039 audience would like to get in touch with you even what's the best way to 394 00:24:42.160 --> 00:24:48.039 get in touch with you guys and and potentially carry on that conversation on a 395 00:24:48.119 --> 00:24:51.359 one to one basis with yourself for someone from your team? Well, just 396 00:24:51.759 --> 00:24:56.230 they can email me or nail. That's my well, von s CANZYPRCOM. 397 00:24:56.589 --> 00:25:00.950 They go to the skenzy website, which is a SCANDYCOM and a full phone 398 00:25:00.990 --> 00:25:03.029 us. You know, I think I'll run telephone umbers on the website. 399 00:25:03.109 --> 00:25:07.740 So very easy really. Yes, I believe that you you'Reso your so I 400 00:25:07.819 --> 00:25:12.339 don't sify one on Linkedin and other social media. And just to be clear, 401 00:25:12.539 --> 00:25:18.339 the D S Canzy name is Esk and Z I. and the reason 402 00:25:18.339 --> 00:25:21.450 why I'm saying that if you because I used to, I used to miss 403 00:25:21.450 --> 00:25:25.009 spell your name with a why at the end and another I got sort of 404 00:25:25.089 --> 00:25:29.130 quite a few times. So it's definitely an eye ID end. It took 405 00:25:29.289 --> 00:25:30.650 a lot time for you to wear that one out really, but with fantast 406 00:25:30.730 --> 00:25:34.569 I did in the end. Thank thank you really interest spelling it what I 407 00:25:34.609 --> 00:25:38.519 was wonderful even. I mean they've been fantastic conversation from my perspective. I 408 00:25:38.720 --> 00:25:42.359 really appreciate your time and insight today. So, yes, thank you very 409 00:25:42.400 --> 00:25:48.119 much for your time. You've been listening to BEDB revenue acceleration. To ensure 410 00:25:48.160 --> 00:25:52.710 that you never miss an episode, subscribe to the show in your favorite podcast 411 00:25:52.829 --> 00:25:55.950 player. Thank you so much for listening. Until next time,