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We’re delighted to welcome George Bonelle to our SEO team! George joins team Fusion with three years experience in digital and is set to play a key role in helping our Organic Search team onboard some amazing new clients.
I sat down with our newest team member to find out where they’ve come from, where they’re headed, and everything in between…
Welcome to the team, George! We’re all delighted to have you here. What are you most looking forward to about the role?
Thanks, it’s a pleasure to be here! I’m just really looking forward to getting going, learning as much as I can from the great team here and becoming a valued member of the Fusion team.
What attracted you to joining Fusion in the first place?
I’d say the wide variety of clients was a key factor. I really wanted to expose myself to working with a number of different brands and the different challenges that brings, so I can continue to keep learning and growing as an SEO.
You’ve been in marketing for a few years now. What’s your favourite part about the role?
I love the fact that success can be tracked. It provides great satisfaction seeing initial ideas come to fruition and even surpass expectations.
And what’s your favourite part about SEO in particular?
It’s great that SEO is always evolving, with industry trends and changes always keeping you on your toes. What’s great for those starting out is that inexperience in years isn’t always the disadvantage it can be in other industries.
What are you looking forward to bringing to the team?
I’ll hopefully bring fresh ideas and a new perspective from my previous experience, along with lots of hard work to get up to speed as quickly as possible!
How do you see SEO developing over the next year?
With the upcoming Page Experience update, there’ll of course be a need to prioritise Core Web Vitals and other UX focused metrics. That said, I guess that’s what’s so intriguing about SEO – you never really know what’s around the corner! But I’m confident we’ll be prepared for whatever comes.
Right, let’s get to know the real George…
Favourite marketing campaign?
Budweiser: King of Beers. Flipping the bottle cap to look like a crown. Simple but effective. Although, it’s still not my choice of larger.
App you couldn’t live without?
YouTube, there’s always just that one more video to watch.. next thing you know it’s 1am!
We put you in charge of the Sonos – what are your top 3 picks?
Steve Miller Band – The Joker
Oasis – She’s Electric
Mac Miller – Ladders
Dream Client?
Leeds United!!
Favourite film?
Happy Gilmore
Death row meal?
Pizza, any topping bar pineapple.
Interesting fact about you?
I worked in America for a year as a golf caddy.
And finally, if you weren’t in marketing?
Most likely still chasing golf balls down the fairway (or into the trees).
To get to know more of the team, check out our latest blog posts, and if you’re interested in finding out more about what we can do for your brand, get in touch with the team today.
We’ve all been really excited to welcome two brand new starters in Emily and Charlie! Both join team Fusion from university and will play key roles in our Paid Media team following some amazing client wins in the past few months.
I sat down with our newest recruits to learn where they’ve come from, where they’re headed, and what kind of playlists we can look forward to when we’re back in the office!
Welcome to the team, both! We’re all delighted to have you here. What are you most looking forward to about the role?
EF: Thank you! This is my first role in digital marketing so I’m eager to get stuck into all things digital and learn from everyone working at Fusion.
CT: Thank you, delighted to be a part of the team! I think I’m most looking forward to putting skills into action within campaigns and developing within the role as a whole.
So tell me, why marketing?
EF: While studying Media Psychology, I found it really interesting researching the psychological effects of marketing and how theories can be used to support decisions companies make on social media. This learning and passion has motivated me to pursue a career in marketing. I like how fast-paced digital marketing is in terms of how it is consistently adapting, there is always something new to learn and challenge yourself with.
CT: I have always been drawn to marketing and advertising through growing up, be it through traditional platforms within print through Esquire or GQ, to more digitally driven methods today. I find myself curious as to understanding people and looking to form meaningful connections within marketing as a result. This ultimately led me to move into marketing from a more fashion-based role.
What attracted you to Fusion in the first place?
EF: The size of the team, as well as the clear culture within the agency, attracted me to apply for the role. I also love that there’s a strong percentage of women working at Fusion, especially in management positions, because it motivates me that I could reach a similar level in the future.
CT: The opportunity to learn and develop skills within a small team across a diverse base of clients was a huge part of what attracted me to the role.
How have you found it starting a new role during lockdown?
EF: It has been a bit strange only meeting people through a screen, but everyone has been lovely and welcoming which makes it so much easier. Not having to commute is kind of amazing though!
CT: Everyone has been incredibly welcoming and helpful, with a real focus on making the induction and learning as simple as possible – which has certainly made the process of starting during lockdown a positive one.
Right, let’s get to know the real you…
Favourite marketing campaign?
EF: I like Spotify’s campaigns surrounding Spotify Wrapped which show interesting stats about people’s listening activity over the previous year. They have a great mix of personalisation and humour, focusing on viral world events as well as specific examples, like showing that someone played the song “Sorry” 42 times on Valentine’s Day.
We put you in charge of the Sonos – what are your top 3 picks?
EF: Live Well – Palace, Yours to Keep – Jordan Mackampa, Silver Springs – Fleetwood Mac
CT: Heroes – David Bowie, Vapor Trail – Ride, California Soul – Marlena Shaw
Dream Client?
EF: Any makeup brand, I like the theatrical makeup Give Face Cosmetics promote.
CT: British Fashion Council.
Favourite film?
EF: Ex Machina (or if I’m being honest, Moulin Rouge).
CT: North by Northwest, or Lost in Translation.
Death row meal?
EF: Roast dinner followed by chocolate fudge cake.
CT: Cacio e Pepe pasta.
Interesting fact about you?
EF: I walked the red carpet at Leicester Square for the Bridget Jones’ Baby premiere.
CT: I used to live in Paris.
If you weren’t in marketing?
EF: I think maybe researching the psychology behind social media, I find fandoms particularly interesting.
CT: If anything’s on the cards, probably a painter, or a Jazz drummer.
To get to know more of the team, check out our latest blog posts, and if you’re interested in finding out more about what we can do for your brand, get in touch with the team today.
We’re delighted to welcome Tom Harrison to the Fusion team, who has joined our paid media division as Senior Account Executive. Tom brings with him five years of in-house experience with global healthcare brand Medacs. After bringing some amazing new clients on board in 2021, we’re really excited for what Tom will add to our paid offering.
I sat down with our newest recruit to learn where they’ve come from, where they’re headed, and what they’ll be looking to bring to the team!
Welcome to the team, Tom! What are you most looking forward to about the role?
This is actually my first agency role, so I’m really excited to work with the rest of the Fusion team and learn as much as I can from them all!
What attracted you to Fusion in the first place?
The role was a perfect fit for me. Seeing the accolades and awards Fusion has won recently, as well as the size of clients and the culture within the teams, I knew Fusion would be a great first agency for me.
You’ve been in marketing for a few years now, albeit sitting on the other side of the table! What’s your favourite part about the role?
I do love seeing a campaign that has been made from scratch perform well and meeting the objectives set out right at the beginning.
What are you excited to bring to the team?
I’m looking forward to supporting the team the best I can every day with a positive approach, bringing some fresh new ideas to the table.
Where do you see paid media in the next 12 months?
I see automation coming to the forefront a lot more.. As a fast-paced agency with so many campaigns to oversee, looking closer to home I really believe automation will allow us marketers the time and space to think and strategise more.
Let’s get to know the real Tom..
Favourite marketing campaign?
I really liked the Nike campaign from 2020, ‘You Can’t Stop Us’, and how the campaign video was made and edited as well, it was very inspiring.
App you couldn’t live without?
Instagram – too much good content on it.
We put you in charge of the Sonos – what are your top 3 picks?
A Tribe Called Quest – Jazz (We’ve Got)
King Krule – Biscuit Town
Roy Davis Jr. & Peven Everett – Gabriel
Dream Client?
Nottingham Forest
Favourite film?
The Departed
Death row meal?
Any pizza will be enough for me.
Interesting fact about you?
I travelled across Italy for a few months – take me back!
Our first hire of 2021 is Jonny Tushingham, who has come on board to boost our paid media offering. After working with some huge brands including Euro Car Parts, Park Leisure and Carphone Warehouse, we can’t wait to see what Jonny brings to the team.
I sat down with our newest recruit to learn where they’ve come from, where they’re headed, and what they’ll be bringing to team Fusion!
Welcome to the team, Jonny! What are you most looking forward to about life here at Fusion?
As cliché as it sounds, I’m really looking forward to meeting & working alongside the Fusion team. People are always the key to any good agency and I can’t wait to properly collaborate with everyone, hopefully in person in the not-to-distant future!
What attracted you to Fusion in the first place?
Fusion represented a fantastic opportunity to work within a smaller, more close-knit agency that shared my view of working with clients directly – everything I was looking for in an agency. Add to that an ambitious and convivial atmosphere and the choice was easy to put my name forward to join the team.
You’ve been in paid media l for a few years now, what’s your favourite part about the role?
I really enjoy the collaboration involved within a paid media role, whether it be internally, with clients or even suppliers like Google & Bing – which is handy for such a dynamic and fast moving industry.
What are you excited to bring to the team?
I’m looking forward to bringing a new approach to paid media to the team, mixing past experience with Fusion’s best practices, whilst supporting the team with positive and proactive thinking.
Where do you see paid media in the next 12 months?
With Google’s steady increase in automation, I can see much of paid media’s day-to-day tasks making way for larger, more influential strategy work. I feel this shift will provide companies & agencies with smaller levels of resource an opportunity to reach out and service more clients.
Right, let’s get to know the real Jonny…
Favourite marketing campaign?
I really like Go-Pro marketing campaigns, especially the “Be a Hero” campaign. By using user-generated content Go-Pro are repeatedly able to engage with users on social platforms using an almost endless amount of inspiring video & picture assets, all provided for them!
App you couldn’t live without?
Definitely Whatsapp. Being able to easily stay in touch with friends and family (especially during a pandemic) has been essential.
We put you in charge of the Sonos on your first day – what are your top 3 picks?
Fleet Foxes – Third of May Kendrick Lamar – How Much A Dollar Cost Radiohead – Paranoid Android
(I hope these picks don’t affect the success of my probation period…)
Dream Client?
Wolverhampton Wanderers – an easy answer
Favourite film?
No Country For Old Men – Just perfect
Death row meal?
My life mission is to find the perfect pizza. Once I find it, it’ll be that.
Interesting fact about you?
I’m a twin. A slightly worse version of myself is roaming around somewhere in the world.
And finally, if you weren’t in marketing?
Ideally? Running a trendy coffee shop somewhere warm Realistically? Working in financial services.
Most marketers would have you believe Black Friday to be the most opportune time of year to drive sales, but how do you know whether running a promotion is the right thing for your brand? Are you making your marketing decisions based on ROI, or simply looking at running a promotion just because everyone else is doing it?
In this post, we’re going to share some of the predictions for this year and help you decide whether you should join the party or not.
What’s all the fuss about?
If shopping was a sporting event, Black Friday would be the Superbowl. Since we adopted the event from our cousins from across the pond, it’s gotten bigger by the year and is now a massive spending event, and there’s little love shared in the marketing space, with businesses of all sizes fiercely competing for a share of public expenditure for this coveted seasonal event.
The Numbers
In the UK in 2019, the public spent almost £5bn. That’s a colossal amount and, despite the climate, spending is trending, withGlobalData predicting the UK’s spending in 2020 to surpass £6bn. It’s predicted that 37% of Brits are putting off shelling out on items like clothing, electronics and furniture until the deals are here to avoid being disappointed. We all hate that moment, right? So, the opportunity to supercharge your sales at the start of the retail period dubbed the ‘golden quarter’ is a glaringly obvious one.
Working away behind the scenes, businesses of all shapes and sizes will have their own Black Friday marketing campaigns lined up, so let’s dive into a framework for assessing whether you need to be joining them – or whether you’re better off focusing on your day to day strategy.
Is your business actually suited to a Black Friday promotion?
You will be the best person to answer this question. The buzz around Black Friday is immense, so it’s no surprise that brands dive head-first into elaborate content campaigns in an attempt to be relevant and drive sales. Competition is high, forcing marketers to experiment with everything from creative campaigns rich with lifestyle blogs to innovative video content in the build up to the event.
This event-driven marketing often involves sacrificing day-to-day activity temporarily; halting content priorities such as SEO optimisation and brand-building campaigns. It can be tempting to dive head-first into Black Friday marketing, but blindly following the buzz might not be a good idea.
The first consideration you should make with any seasonal marketing opportunity is:
●Who is buying?
●What are they buying?
Without this information, it’s difficult to judge whether your product or service is likely to reap the rewards of investing resources into a content marketing campaign. Even if, for example, your campaign copy is a masterpiece, meticulously designed to drive conversion, you won’t acquire traffic if your product/service offering isn’t on the radar of Black Friday shoppers.
But this is no usual year
Fewer Brits are planning to take part in Black Friday in 2020, compared to last year. In 2019, 42% of adults planned to spend whereas this year the number has dropped down to 39%. However as mentioned earlier, spend is forecasted to surpass last year’s figures. So, what’s happened there? The increase stems from a predicted increase in average spend per consumer, rising from £251 to £296.
Unfortunately, with the arrival of Covid-19 earlier in the year, we’ve seen industries experience contrasting fortunes. At risk of stating the obvious, we’ve seen brands in the home entertainment, homeware, fitness, and health industries prosper, amongst many more. If your product or service falls into one of these categories, then it’s highly likely you’ll benefit from a well thought-out, competitive campaign.
This doesn’t mean, though, that you can’t run a campaign if your product doesn’t fit into one of these categories – which brings us onto our next consideration.
What about the high street?
55% of Brits planned to shop exclusively online during last year’s sale. Perhaps unsurprisingly, that figure has risen to a whopping 66%.
Despite further lockdowns and restrictions being introduced, shopping plans haven’t taken as big of a hit as you might have thought. 35% of consumers planned to also spend in-store last year, whereas that number has only fallen to 28%, signifying a reassuring level of consumer confidence. But with Saturday’s announcement of a month-long lockdown, an-store promotion is an option only worth considering if you plan to run a campaign extending beyond Black Friday. That is, of course, unless you fall into the essential retail pot.
How can I subtly board the hype-train?
Your campaign and offers should never feel forced or unnatural when you’re planning them. If they do, you can bet they’ll look it too. Take a bank pushing a wellbeing campaign during mental health week, for example; the link there might just be too tenuous to make.
One clever trick to bypass this problem is to base your content marketing campaign on an emotion or experience associated with your brand. Make this an opportunity for people to remember your brand. Pieminister did this perfectly back in 2016, teaming up with homeless charity, Shelter, to give away pies to shelters on Black Friday. Dubbed ‘Black Pie Day’, this returned several times in the following years.
If you’re able to develop a campaign idea that’s directly relevant to the Black Friday promotion, then you’re better positioned to connect with your customers and have your promotional message heard.
How can I analyse whether a Black Friday promotion will generate returns for my business?
Your chances of seeing a surge in sales is likely to come down to the demand for what you sell. If you’ve never considered a Black Friday campaign, the likelihood is you’ve also never looked into the numbers to see what the opportunity could really be for you. Doing this research could give you the reassurance needed that your market is receptive (or not).
There are plenty of tools out there to help you gauge how desirable your product is likely to be. And many of the good ones are free to use. We’d recommend using tools such as Ahrefs, SEMrush or Google Keyword Planner to help you build a great understanding of your market’s intent. Or if you want to get a feel for what your competitors are doing, you can look to Instagram, Facebook and Twitter hashtags to view trends relating to your focus products and review your competitors activity.
Black Friday search volumes generated by Ahrefs
So there you go. Just remember, running a seasonal campaign is about being reactive and competitive, so don’t be scared to try and fail, testing and learning could be the key to your success. If you decide to go in for a slice of the Black Friday cake, good luck and we’ll see you on the other side!
If you found this update useful, check out our latest blog posts for the latest news, and if you’re interested in finding out more about what we can do for your brand, get in touch with the team today..
There’s nothing like a new face in the office, and amongst the madness we had two fresh ones join the team just last week. Along with almost the whole country, Fusion Unlimited has been a work-from-home operation for almost a month now, meaning our new starters began their first day with a virtual greeting from the team and a solo tea-round. Not quite the conventional first day in the new job they’d probably imagined.
Routine has been thrown up in the air for all of us, but have you wondered what it’d be like to be starting a new job in the midst of all this? In this post our new content consultant, Dalia, and the latest addition to our paid media team, Danielle, give you an insight of what it’s really like to start a new job in the middle of a pandemic.
Q. What was it like meeting everyone virtually on your first day, rather than in person?
Dalia: “To be honest, meeting everyone on Skype rather than face to face was just about as nerve-wracking as meeting new colleagues in the flesh! I have to say, doing it from a distance takes away some of the fun of meeting new people and settling into a new office.
It will be interesting to see how long this situation lasts and how it will be meeting the whole team face to face at the end of it. Something like “Hi nice to finally meet you in person, I’m the new team member you have worked with remotely for weeks now!..”
Danielle: “I had been working from home for 2 weeks prior to starting, and truth be told I’d gotten myself into the bad habit of wearing cosy clothes and not doing my make-up. My first day gave me a chance to reset, I made sure I wore something nice and it made me feel a lot better.
Meeting everyone over Skype for the first time was nice but of course a little unusual. I think working from home mostly got rid of the first day butterflies, although I was definitely still very nervous. But I know that if I had been in the office, I would’ve been a bag of nerves! Because no one has met me face-to-face, it’s nice to use video on calls.”
Q. Have you found it’s been more difficult to settle in?
Dalia: “Despite the situation, everyone has been so nice and helpful! I think they all appreciated that starting in a new company is hard enough, let alone doing it under these circumstances. I asked a million questions via Skype and was given tasks to begin with that helped me familiarise myself with clients and strategies.”
Danielle: “Everyone has been really lovely, and helpful. I love that there is still a sense of friendship and comradery over Skype. Everyone is still trying to have a laugh and it’s a great morale booster. I think it’s easy to feel isolated when you work from home, but I haven’t felt that way at all since I started. I also love that there’s a Friday pub quiz. It’s a great idea to bring everyone together and it’s something to look forward to!“
Dalia and Danielle, the newest additions to the Fusion Unlimited team.
Q. What would you say has been the main struggle?
Dalia:“The lack of human interaction is quite a big one! That goes for everything these days though. I really miss going out and enjoying a coffee in a busy cafe. It is also quite hard to have a full on-boarding remotely, so I find myself wondering what the best process to do something is and if we have any company directives to follow. In that situation, asking for help is key!”
Danielle: “I’d say the only downside is not being able to see everyone in person! There are a lot of positives to working from home, but I do miss office banter. I think we take for granted the value of seeing people and being around other people, it’s good for the mind.”
Q. Do you think this could have a positive impact in the long-run?
Dalia: “I hope so!I just know one thing though, the first day in the office will feel like a proper treat. Meeting everyone, getting to know the team better, setting up the new desk and please let’s all get a drink after! We will have survived a global lockdown, after all…”
Danielle: “It’ll be really reassuring to know that, if we can keep going on through this, we can survive anything that comes at us! Having everyone working from home isn’t an ideal situation but it’s a real confidence booster to know we can do it well if we need to. I’m sure everyone will pick up good habits and new ways of working that they can bring into the office on the other side, and we’ll all have a great new-found appreciation of proper interaction and spending time together.”
If you’re interested in joining the Fusion Unlimited team, anyone who is passionate about delivering great work is always welcome at our table. Take a look at our current opportunities and get in touch for any more information.
