Making a splash for our seafarers

Louise Watson-Dowell, Senior Account Manager at Acceleris

Managing reputation and driving recognition with the Fishing News Awards

 

In 2018 you’d be forgiven for thinking it’s all doom and gloom for our coastal towns as the UK’s fishing industry faces increasing scrutiny, while Brexit debates rage on and Nigel Farage busies himself throwing dead fish in the Thames in protest of our PM’s negotiations with the EU.

 

 

 

 

Source: Sky News

Our dedicated maritime division will not be brought down in the dumps, however. In fact, owing to the increased awareness of the plight of our seafarers as we approach the deadline for an agreement with the EU, it seems this year, more than any, was worth a good old celebration of the best and the brightest fishermen and women from across our British Isles.

We’re proud to have supported the Fishing News Awards with sponsorship and communications services for the last three years, working with Fishing News to highlight those truly worthy of commendation across the UK’s fishing ports, seaside cafes, and industry suppliers.

At a ceremony in Aberdeen, held at the end of May, finalists and guests from all corners of the British Isles were welcomed to the evening and it was a privilege to see inspirational individuals and businesses recognised for their hard work and dedication in this, one of the toughest years for the industry.

Fred MacAulay – comedian and host of the 2018 Fishing News Awards

Indeed, recognition for one’s achievements is important, but in a programme in which the winners are voted for by industry peers and colleagues, the Fishing News Awards proves reputation precedes it.

Reputations don’t just happen, unfortunately – we’re not born with them, and they don’t occur naturally at the inception of a business – they must be built steadily and nurtured. Of course, a big part of building reputation is doing good work, but then an awful lot of reputation comes down to people hearing about that good work.

That means word of mouth becomes extremely important in building and supporting reputation.

And word of mouth doesn’t just mean a friend or colleague mentioning a good product or service to you – although that’s certainly part of it – it’s about recommendations from other trusted sources, like magazines, Facebook, Google, local and industry news.

To hit those platforms, you’ll want to invest in communications strategies to drive the reach of this extended type of word of mouth. Increasingly, we’re seeing communications programmes recognised as a key component for businesses tasked with raising their profiles in an increasingly competitive landscape, including in the maritime industries.

Take a look at the numbers…*

  • 1,000 customers can generate around 500,000 conversations about a brand
  • 66% of brand mentions are positive in nature, meaning word of mouth can lead to positive brand reputation
  • 50% of word of mouth recommendations are the leading factor behind a purchasing decision
  • 72% of people trust online reviews as much as personal recommendations
  • 84% of B2B decision makers start their process because of a referral

It’s not enough to rely on doing good work, you need to ensure there’s noise around that good work, and that it’s being heard by the right people.

When we support the Fishing News Awards, we see small and big businesses nominated as a result of their reputation. We extend the reach of that reputation, speaking to local and industry media and creating engaging content for social media platforms, talking about the nominees, their businesses and achievements. When they win, we continue to help spread the news far and wide.

Last year, our communications efforts saw us secure 149 pieces of coverage for nominees and winners across fishing industry and local press, including in print and online, and broadcast media.

  • These pieces resulted in more than 5 million opportunities to see or hear positive news about the Fishing News Awards and its nominees – equating to a return of 834 opportunities for every £1 spent
  • Nominations almost trebled on the previous year – from 180 to 492
  • Votes almost doubled – from 2,611 to 5,193
  • In the months where Acceleris was active on the Fishing News Twitter account, it doubled the average number of new followers
  • During this period, the account achieved 395,500 organic impressions

During the awards process, we recorded several spikes in Google search interest for ‘Fishing News Awards’, with the highlight a 118 per cent increase on the previous record for daily searches.

As the fishing industry continues to battle with regulation and change, it’s more important than ever to make sure your customers and potential customers know about the good work you do – it’s imperative that you build and maintain a great reputation.

If you need support boosting your brand or reigniting your reputation, get in touch by emailing info@acceleris-mc.com or give us a call on 0845 4567 251.

*https://www.business2community.com/marketing/word-mouth-marketing-incredibly-important-02017025 

Leave a Reply

Your email address will not be published. Required fields are marked *