Everybody likes to buy. Nobody likes to be sold to.



This is one of my favourite quotes related to marketing, because it’s so true.

Retail therapy is a thing.  And for good reason.  People like to shop.  They like to buy products and services that make them feel good and make their lives easier.  But have you ever encountered a pushy salesperson?  Did you feel compelled or repelled?  There is a difference between pampering and pushy.  A pampering salesperson is tuned in to your needs and helps you find what you are looking for… and sometimes you come away with more than you initially intended.  But you feel good.  A pushy salesperson, on the other hand, sucks the joy out of shopping.  They make you feel pressured.  And if you do succumb, you leave with regret, not satisfaction.

The idea of being customer-focused is so over-familiar in marketing circles, and yet the most recurring stumbling block businesses find in their marketing efforts is the ‘me, me, me’ approach.

This is especially true in online marketing.  If a customer is on a shopping website page, browsing offerings, the message is expected to be direct and clear.  If that same person is flicking through their Facebook account, on the other hand, they are in a different mindset.  They are there to be entertained, catch up on news, see what’s going on with their friends and their world.  The message must fit the mindset.


Go Pro is a fantastic example of a brand who gets it.  It starts with their slogan ‘be a hero’.  It’s not product-focused, touting the benefits or portability of their cameras.  Instead it resonates with the dreams and ambitions of their target market, encouraging them to live their dreams and ‘be a hero’.

As a brand, pinpoint the pulse of your target market.  We’re not talking demographics here – age and income is irrelevant here.  We are talking about their passions.  What is your target market passionate about?  What drives them? What are their goals and dreams?  And how can your brand align with those dreams and encourage them on their path?

Once you’ve zeroed in on this, and decided which platforms your target market spend time on, it’s time to find your voice.  On Facebook, be social.  Entertain, inform, engage.  Beyond just the emotional connection, this will allow you to align with Facebook’s algorithm.  The tide has shifted and there are now more ‘Pages’ (Business pages, brands, media pages) posting than personal posts.  For this reason, Facebook has limited the reach of Pages.  Not to hurt businesses, though it can feel that way as a business trying to gain reach.  But to create a platform that people like to spend time on.  The key metric Facebook looks at is shares.  If you create interesting, engaging content, and Facebook sees people engaging, they will extend your reach because they see people WANT to see it.

The same applies to other platforms.  Instagram is very visual – but in a fun, artsy way.  Professionally branded content doesn’t fly on Instagram. It’s a social platform at heart.  Artsy, beautiful, engaging imagery does.

Twitter is the cocktail party of the social circle.  It’s all about conversation.  Engage with tweets, answer questions, start conversations.

Snapchat is a very fun, behind-the-scenes, up-close-and-personal platform.  Warby Parker does an exceptional job on Snapchat.  You might find people dancing, passing off to the next dancer, each sporting a new style of sunglasses.  It’s quirky, fun and personal.

Encourage User Interaction

User-Generated Content

Did you know at least 6000 Go-Pro tagged videos are uploaded to YouTube EVERY DAY?  They build their community on User Experience.  They encouraged people to upload videos of their own experiences.  GoPro buys the rights to self-shot videos with unique and inspiring content, polishes them and posts them to their own channels.  Doing so, allows viewers to live vicariously through the lives of other viewers… and to share their own experiences.  And in today’s world, if you’re going to jump out of a plane, you kind of want to show the world.

I recently spoke at a conference alongside Kevin Kuster of #JJCommunity. The JJCommunity is stellar for encouraging user generated content – but that’s a post in itself.  Kevin shared the story of being hired by M&M.  They asked their followers to buy a bag of M&M’s – do whatever they want with it, and send in the images.  M&M’s chose the best and the winner enjoyed free M&M’s for a year.  Not much expense for M&M’s… but thousands of people started posting their photos tagging M&M’s on Instagram.  The submissions were amazing, M&M got thousands of artistic and fun renditions of their candy, and a whole lot of buzz, for the cost of a year’s worth of M&M’s.   Now that’s smart marketing.


We are living in a learning economy.  The way customers shop has changed.  Not just the way they buy, but the way they shop.  Before making a purchase (even an offline purchase), they look online.  They research.  They compare.   Your online marketing strategy will succeed best if it aligns with the way your customers shop.

Start a blog.  Make a list of all the questions customers have asked related to your product or service and dedicate one full post to answer each question.  Be informative.  Give value.  Don’t sell.

Create videos.  Tutorials.  Personal journeys of customers using your service.  Behind-the-scenes videos.  Show the product or service in use. Don’t be afraid to give information.  Customers like to research, they like to learn. But they don’t always have the time to DO.  If you position yourself as a resource to your customer, you will be top of mind when they look to pay for that product or service.  Lush Hair Extensions is a great example of this.  They create videos showing how to create different hairstyles.  You don’t NEED extensions to create the looks, but they just look SO good in the videos….

Encourage and curate reviews.  Send a follow-up email thanking the customer for their business and include an easy link to TripAdvisor or Google Reviews…whichever best fits your niche.  If you’re in the restaurant industry, post a big sign “On Instagram?  Talk to us”  Offer a free dessert to customers who post a photo of their time at your restaurant.  It can be the food, drinks, their friends around the table…it doesn’t matter, so long as they tag the restaurant.  Once the restaurant gets the tag, desserts on us!  It’s fun and blurs the lines between online and offline…which is really the way we live life today, isn’t it?

The dynamic has shifted.  The way customers shop has changed and thus the way brands find success in marketing has also changed.  At least the best brands have changed.  It’s all about switching mindsets.  Stop thinking as a business, and start thinking as a customer.  What information would you be looking for?: What questions would you have?  What images would you want to see?

Cater to this.  Be a Prince Charming (or fairy godmother!) in an industry filled with Gastons!


How to re-purpose content across various social media platforms

Many people ask “How do I post the same content on Facebook, Twitter and LinkedIn?”


My gut answer?  Don’t!


Every platform has a unique voice. It might be faster to post simultaneously to each platform, but your posts will resonate and engage with people if you use the voice that is native to that platform.  


Finding your voice

Twitter does best with short and sweet soundbites and is a very conversational platform – the cocktail party of the social media scene.  Video does well here but in short 30 second snippets.


Facebook and video should be thought of as siamese twins!  Video performs extremely well on Facebook, and outshines images, articles or text posts.    I personally prefer to read than watch a video – I read faster – but I am the minority.  It’s nice to post the written version on Facebook as well, for weirdos like me.  Facebook is a social, fun platform, so any written posts should adopt a fun, light-hearted tone.  


LinkedIn doesn’t allow video posts – yet!  Although they have started videos by influencers with whispers of plans for us common people to use it in the future.  For the time being, written posts do best here – with images and commentary done in a professional, more polished manner.


So how DO you multi-purpose content?


There’s no right or wrong, black and white answers in social media – and that’s the fun of it!  But here’s one example.



Post your article on your blog.  Yes, if you have a business, you should have a blog.  If you create a video version, include this in your blog post.



Post your written article on LinkedIn as an article.  You can post updates in groups and on your personal profile with a soundbite to hook readers to check out your article.  This can be the form of a question, a tidbit from the article itself or a brief summary of what the article is about.  



Create a video, where you run through the same basic content as your article – but on video.  This can be done in a polished, edited manner or even in a casual, selfie-style video on your phone (as I did in mine…)


Post a written version or link to the written version along with a summary to accommodate people who prefer to read than watch a video.  (We do exist!)



Create a 30 second video that entices people to read your article.  Post the link to the article in your tweet. Extract soundbites from your article and post them as stand-alone tweets.  Don’t be afraid to link to the same article multiple times on Twitter, but use different wording to spice up your feed.



Do a snapchat story sharing the concepts covered in your article.  Take a screenshot of where people can find your written article.



You can download your story from snapchat and upload it to instagram or video yourself sharing the concepts in the same manner as snapchat for Instagram Stories.  You can re-use your Twitter video snippet in your main Instagram profile if it’s 15 seconds or less.  Instagram doesn’t accommodate links in posts but you can give the name of the page where they can find the article.


As you create content and build your following on various platforms, remember to cross-promote.  Have your Facebook followers add you on Snapchat for exclusive content, or ask Snapchat followers to join in a conversation on Twitter.  Creating engaging content native to each platform encourages people to follow you on more than one platform, as it won’t be the same old, same old.  
If you have more questions about how to grow your own social presence, or how best to market your product or service, contact me at 085 776 2802 or Naomi@mosaicmarketing.ie

Red Bull’s Ridiculously Amazing Creative Marketing Strategy

Red Bull’s Marketing Strategy is highly coveted and highly secretive.  Why?  Because it resonates!   

Why?  Their strategy is not about the product… at all!  

Look on their social pages and you won’t see one product promotion post. Now look at their website… sports news, stories and events.  No obvious reference to the product.  And yet, did you question for one minute “What the heck is Red Bull?”  Didn’t think so.    Red Bull’s marketing is all about people.

In this post, we will explore the Red Bull strategy and how you can implement the same principles into your own business.

Identify your Target Market

Red Bull zeroed in on their target markets.  Understanding people was the first step.  The two major categories Red Bull initially tapped into were athletes and college students.  

We’ll explore how exactly Red Bull targeted their market but it’s important to understand that Red Bull has never been about the product.  It has always been about people.  Not in a salesy way – but in a highly personal, ‘dreams-of-the-heart’ way.  The brand identified their target market with laser focus and zeroed in on people’s drive to succeed and be the best.  Their tagline emulates this – “Gives you wings” – it’s motivating and inspirational.  The prevailing message is, Live your best life.  Be exceptional.


First step for your business:  Identify your target market.  

Not in a spreadsheety, age/income distant way, but in a highly personal way.  Who are they?  What are their passions?  Where do they spend time?  

Identify your value:

How do you compliment their lifestyles/passions/interests or fill their needs?  If you’ve been in business a while, think of real people – who are your best customers?  How do they use your product?  When do they get in touch?  Where are they spending time when they use your product?  What problem prompted them to turn to you?


Be where the people are – location marketing

Once Red Bull identified who their target market was, they made sure to be where they were!  They drove to college campuses, beaches, offices, gyms and construction sites in cars with a giant Red Bull can strapped to the top and handed out free Red Bull.  They identified the ‘alpha-bees’ on campuses and hired them to hand out free Red Bull.  


Where do your people spend time?  

How could you surprise them, make them smile or offer value to them where they spend time?  Think both online and offline – what sites do they visit online?  Where do they physically spend time?  How could your brand meet them there in a way that is relevant?


Create Experiences – Event Marketing

Red Bull understood the two core demographics they were targeting were athletes and college students, and then planned unforgettable events aimed at both groups.

Red Bull is now famous for hosting extreme sporting events.  The first took place in Austria in 1988, and from that first event this has become a hallmark of their strategy.  They created an unforgettable experience – for athletes and sports fans alike.  These events were always filmed – by Red Bull and by the Media – with the Red Bull logo strategically positioned, and of course, plenty of athletes and copious amounts of Red Bull!

Red Bull and college students have one thing in common – they like to party!  Red Bull hosted the best parties, with influencers and beautiful women, strategically placed Red Bull signs and of course, free-flowing Red Bull.  

These events were always filmed, expanding the reach beyond the attendees at the event, and showcasing sports stars, influencers and beautiful people having a good time, drinking Red Bull at an ultra-cool event hosted by none other than Red Bull.  


What events would add value to your target market?  

What event could you create that would fuel the passions of your target group of people?


Influential people impact others – Influencer Marketing

In every effort, Red Bull zeroed in on the influencers.  They discovered and sponsored extreme athletes – creating once-in-a-lifetime opportunities for these athletes while expanding reach and resonating with the hard-core fans.  In colleges, they zeroed in on the alpha-bees.  In recent years, Red Bull has expanded their efforts to the arts, sponsoring musicians and artists, introducing new music and genres while resonating with those passionate about cool music.   Their online Red Bull Music Academy offers thousands of lectures by musicians (including their sponsored musicians) targeted at other passionate musicians.

Who are the influencers in your industry?   

It’s worth noting that Red Bull didn’t just ask the influencers to sell their product, in contrast, they created value and provided opportunity for the influencers – resonating with their hearts while simultaneously resonating with their followers.  


What established businesses compliment what you do?

Red Bull also created strategic ‘partnerships’ with bars in cities they were targeting.  They provided free coolers of Red Bull to cool bars and before long, Red Bull mixed with vodka became one of the hottest drinks in America for the college crowd.  

What businesses target the same people you do?

Look for businesses that target the same demographic as you do, particularly those that compliment your message and offering.  Is there a way you can partner?  Is there an offer you can provide that they can give to their customers?


Business is never about business.   Business is always about people.   

There’s a quote I love “Everybody loves to buy but nobody likes to be sold to”.  Red Bull harnessed this in the very best way by identifying their target market clearly and then tapping into their passions.  They adopted a creative marketing strategy that essentially exploded the box.   If you are interested in adopting a creative, out-of-the-box strategy for your business, get in touch!


085 776 2802

Branding VS. Marketing and Finding Your Story

Is there a difference between branding and marketing? In some ways, it’s a very definite yes. Similar to the difference between a soul and a body. There are differences but they are both needed and blend together to form a living being. Such is the story with your brand and marketing efforts.

Branding in essence is who you are. It’s the way people describe your company when you are not in the room. It’s not a logo or website or business card. It’s something slightly intangible but very real and very powerful. People form incredibly strong connections with certain brands. Brands resonate – sometimes in a positive way and sometimes in a negative way. It’s your story, but more. It’s your brand.

What are your instant thoughts when you read the names of these three retail stores?



Brown Thomas

On reading these names, did three very different impressions pass through your mind? That’s the power of a brand. It leaves an instantaneous impression and correlation between customer and business.

Marketing is thought to be the channel that is used to convey the brand message. Some people define marketing as tactics – SEO or advertising or Social Media or what-have-you. But marketing is so much more than that. Marketing zones in on the essence of your business and conveys that story. Tactics are simply platforms. Platforms and tactics change. Marketing is the story – it may be told across various platforms and using different tactics, but in essence, marketing takes the story of your brand – the essence of who you are – and relays that to your target market. In a sense, telling your story.

So before you embark on your marketing journey, take time to find your story. Who are you? What needs do you meet? Who is your target market? What experience are you giving? (Yes, even if you sell socks, you are also selling an experience) What problem are you solving? How are you different than everybody else?

Branding is finding your story. Marketing is telling it. One is no good without the other.

Find your story. And tell it.

Naomi Sirmans

Naomi Sirmans
Creative Director
Mosaic Marketing
p: 085 776 2802
a: Penrose Wharf
Business Centre
w: www.mosaicmarketing.ie  e: naomi@mosaicmarketing.ie


Sometimes the best marketing breaks all the rules

Let’s say you are opening a bar in New York City.  It’s a pretty crowded market.  Traditional marketing-think would say to be centrally located, well-signed, amazing website, have a strong social media presence, do some advertising to get started… perhaps?

Now, picture this.

You walk into a Hot Dog joint.  No, hot dogs do not have any connection to trendy bars, but bear with me.  This place serves every kind of hot dog imaginable, but you don’t expect less… this is New York.  The tables have gingham red table cloths and every possible hot dog condiment is neatly laid out.  You notice an old-fashioned phone booth in the corner.  The kind you might see in London, or a Superman movie.  Your inner-child gets the best of you and you find yourself in the phone booth, messing around with the rotary dial.  Much to your surprise, somebody answers!  “Do you have a reservation?”

Chances are, if you were surprised by this message, you don’t.  You see, this phone booth is actually a secret entrance to one of the hottest bars in New York!  Reservations sell out daily.  The place doesn’t even have a sign.  The name?  Ironically… “Please don’t tell”

The website is an incredibly basic page with contact details and that’s about all.   The Facebook page is an unofficial page created by fans, nothing originated from the bar itself.  Most of the comments are from people wanting to go and trying to figure out how!!  The entire marketing method essentially breaks all the rules… and I’m a huge fan!

This bar thinks outside of the box.  They resonate on an emotional level.  They have dominated a space that is incredibly difficult to survive ( a bar in New York… could it get any riskier?) – simply by creating an experience that feels exclusive.  It’s a secret.  Only the cool people know about it (read:  you are cool if you know about it).  It’s a conversation piece, begging to be talked about, even with it’s contradictory name “Please don’t tell”

Experiential marketing at it’s best!

Vespa also adopted an out-of the box approach.  They hired 6 models to ride their Vespas to trendy cafe’s.  They didn’t say anything or advertise the visits or promote the Vespas directly at all.  But having beautiful people on their Vespas instantly boosted the image of the Vespa.  ‘The best form of marketing for the Vespa is seeing people on them.’  Now that the brand has grown, they use the same idea by loaning Vespas to celebrities.  This is indirect word-of-mouth marketing – in fact the beautiful or famous people don’t even have to say a word – just being seen on the Vespa is enough.

Dan Sweeney is a Cork-based personal trainer passionate about nutrition.  Building his brand is not about him at all… it’s about bringing change.  Making nutrition fun and cool.  We are currently working with Dan on two initiatives – one is a Master-Chef Style Cookoff for secondary school students, and the second is a Healthy Lunch Box Challenge for primary schools – encouraging children to bring in a healthy lunch every Friday.  Lunches are rated on a point system, and the class that brings the highest percentage of healthy lunches wins a fun day out!  It’s an experience.
The best marketing doesn’t feel like marketing at all.  Don’t be afraid to step out of the box and break some rules!

break rules


Naomi Sirmans

Naomi Sirmans
Creative Director
Mosaic Marketing
p: 085 776 2802
a: Penrose Wharf
Business Centre
w: www.mosaicmarketing.ie  e: naomi@mosaicmarketing.ie

The Start of Something Beautiful

Hi Everyone!  I’m Naomi and I’m the face behind Mosaic Marketing.  I started Mosaic Marketing in January, and am uber-excited to say we have hit the ground running!  In the short time we’ve been in business, we have had the privilege of working with some really fabulous clients in various sectors.  We thrive on creativity! Every brand has a unique story and we love to work with you to zone in on your missions, goals and vision and then develop a plan to share your story.  

Life has become transient – a blend of online and offline.  We help your business reflect that, and explode your message in the most targeted and efficient way possible!

I named this company Mosaic Marketing for several reasons.  Firstly because we handle your marketing needs from the tiniest detail to the big picture.  So whether you need just one tile (one specific element of marketing, for example, social media) or the full mosaic (a complete and comprehensive creative strategy that spans across various platforms), we have you covered!

The second layer of symbolism in our name lies in our partnerships.  We partner with Cork’s brightest creatives to offer completely customisable packages that will cover all of your marketing needs, from social media to graphic design, photography to video, or even training courses for your own staff.  Each of these talented creatives come together to offer you a marketing strategy that is nothing short of a masterpiece – one that yields results, grows your brand and builds relationships.

We offer social media strategy, email marketing, copywriting, graphic design, photography, video, event planning, PR… and we love to think outside of the box!

This first month has been an incredibly exciting whirlwind and I simply cannot wait to see what the future holds!  We look forward to joining you on your own business adventure… hold your hats – it’s going to be an amazing ride!