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  • Uphill or downhill?
    Internet information was generally hard to get hold of Now most people are flooded with way too much The change happened first for knowledge workers and the youngest generations Then it became a general phenomenon affecting most of the educated population in democratic countries How much do you remember People have adapted by developing quite good mental filters Even though most inhabitants of the western world are subjected every day to a cacophony of commercial messages only a few of these messages have any impact Statistics say we are subjected to 3000 such messages per day or more Check for yourself how many commercial messages you can remember from within the last 24 hours let alone how many made you spend some money If you are like most of us you can only recall a few if any The old methods are getting more expensive In the old days you could speedily and effectively roll a commercial message uphill by buying commercial exposure Nowadays with permanent information flooding the effect of advertising is constantly diminishing and reaching your target group through advertising is becoming more and more expensive This is the reason why most advertising agencies are doing poorly They are not delivering sufficient value and their customers are drifting elsewhere Downhill is easier and more fun Now it works differently If you really do want or need to go uphill do it properly and spend a lot of money We do not mind helping you do that If you can find a way to go downhill instead it will be a lot cheaper easier and much more fun That in turn means that the media bloggers and people that communicate on the internet find your story so interesting that they help you bring it out to your audience Creating

    Original URL path: http://www.direction.dk/how-we-work/uphill-or-downhill.html (2016-04-28)
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  • Media
    like Now yesterday s news lives forever And dissatisfied customers do not hesitate to let the world know somewhere on the Internet When researching your company the first thing an information overloaded journalist does is a Google search when was the last time you googled your company and yourself then of course also a look up in the relevant media databases to see your earlier merits If the journalist is a little more advanced you will also be subjected to a blogosphere search engine such a Technorati and the journalist will check if you or your employees can be found on Youtube Facebook Flickr Linkedin and other similar services These are the search results that make up an overwhelming part of your company s reputation Shutting up is counterproductive All this means that the good old knee jerk reaction of shutting up is generally counterproductive because you then leave it to everyone else to characterize who you are and what you stand for So what to do You want to work with the media and opinion leaders to create positive feedback loops that build reputation and maintain a share of mind You want to be able to transform negative attention

    Original URL path: http://www.direction.dk/how-we-work/media.html (2016-04-28)
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  • Private to public
    The long timeframe and the fact that building of new large shops per se is newsworthy made it possible to follow a low cost Kilroy was here strategy The strategy included continued use of local national and pan nordic press releases and electronic communication of news from IBI to the relevant stakeholders In close cooperation and continued dialogue with IBI s management Direction was given a free hand to talk to employees at all levels in the pan nordic organisation and to make sure all relevant news was picked up and processed The scope of the work The services provided included examination of and help with reformulating the basic values and mission statement of the company in a way that integrated with the chosen communication strategy It further included personal training and coaching for leading executives writing of key messages assistance in negotiations sponsorship strategy as well as establishment and in sourcing of new work routines with regard to information workflow What they got out of it Here is what then CEO of IBI Finn Birkjær later the managing director for Sjælsø Retail A S says about the process Finn Birkjær We have become more conscious of how important it is to carefully consider and plan our communication and this has created value in several ways My colleagues include this aspect in their negotiations and we succeed in leaving some clear footprints when we tell the world about the projects in which we participate In this way we have gained recognition among those we work with which helps us when we negotiate new projects We succeeded in a short time and with a relatively small investment in turning our company name into a brand Furthermore we now have procedures for quality control when we communicate about our own projects or

    Original URL path: http://www.direction.dk/how-we-work/private-to-public.html (2016-04-28)
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  • Contact
    8766 Nr Snede Denmark Ph 45 75 77 03 30 Bjørn Kassøe Andersen Landline 45 75 77 03 30 Mobile 45 42 44 03 30 Email kassoe at direction dk Direction is located in central Jutland 30 minutes by car

    Original URL path: http://www.direction.dk/about-us/contact.html (2016-04-28)
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  • Picture credits
    Thank you Write to Bjørn Kassøe Andersen if you have any comments Photo extranoise flickr Original title dramatic Some rights reserved Photo froodmat flickr Original title Wasserspiegel Some rights reserved Photo t a k k flickr Original title drop in Some rights reserved Photo charlidoudidou flickr Original title Money money money ABBA Some rights reserved Used on this website with permission Photo brokenchopstick flickr Original title DSC 6526 Some rights reserved Photo Kevin W Kelley thehomegalaxy com Original title Earth Copyright 2007 Kevin W Kelley Used with permission from thehomegalaxy com Photo Si Brindley flickr Original title Top of the World Some rights reserved Photo Kazze flickr Original title Some rights reserved Used on this website with permission Photo MegElizabeth flickr Original title sharp Some rights reserved Photo extranoise flickr Original title endlich himmelblau Some rights reserved Photo Andrew Mason flickr The Accused Original title Inside Some rights reserved Used on this website with permission Photo InTheSunStudio flickr Original title rose in the rain Some rights reserved Photo ssh flickr Original title Are you ready Some rights reserved Source commons wikimedia org Original title Kilroy was here Photo rumpleteaser flickr Original title Cool Pig Yo Some rights reserved Photo Jasmic

    Original URL path: http://www.direction.dk/about-us/picture-credits.html (2016-04-28)
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  • Sitemap
    Direction Group Communication with integrity About Bjorn Kassoe Andersen Contact Picture credits Bottom lines Communication The art of living How Private to public IT security Senior free agent Stolen domain Media Uphill or downhill Learner or judge Shadow Sitemap Search

    Original URL path: http://www.direction.dk/sitemap.html (2016-04-28)
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  • Search
    Dansk About Bottom lines Communication The art of living How Search Home Search Search results Search for Direction Group ApS Phone 45 75 77 03 30 info at direction dk

    Original URL path: http://www.direction.dk/index.php?id=23 (2016-04-28)
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  • Om os | Hvem vi er, vores mål, vores principper
    samtidig den udenforståendes friske øjne og handlefrihed Vi er venlige modige præcise og krævende og vi vil have det sjovt når vi arbejder sammen med vores kunder Det rette hold Med vores brede professionelle netværk er vi i stand til at hjælpe med at stille det rette hold til specifikke kommunikationsopgaver Vi gør gerne dette sammen med partnere og leverandører som din organisation i forvejen benytter og er tilfreds med Vores arbejdsprincipper Vi leverer højeste kvalitet baseret på ærlighed og fairness Vi gør kun det vi er bedst til Vi siger til hvis målet kan nås lettere eller billigere ved at benytte andre leverandører eller vi hjælper med at opgradere jeres medarbejderes kompetencer Vi arbejder ikke for konkurrerende kunder og vi vil altid sige til hvis vi bliver opmærksomme på potentielle interessekonflikter Vi udfører ikke opgaver hvis vi anser mål eller midler for at være uetiske Vi påtager os ikke opgaver hvis vi vurderer at kvalitetskravene er sat for lavt Vi siger til med det samme hvis vi ikke kan holde hvad vi har lovet Vi forventer det samme af vores kunder Direction støtter Læger uden grænser MSF Mere om os Bjørn Kassøe Andersen Kontakt Sådan gør vi Mere om

    Original URL path: http://www.direction.dk/da/om-os.html (2016-04-28)
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