Innholdsfortegnelse for January/February 2016 i NZ Marketing

Just over six years ago, in the midst of The Great Recession, I was struggling to find a job after returning from my obligatory overseas jaunt. I’d spent all of my money on goat’s cheese, petrol, novelty hats and too much foreign fun, I was living in Christchurch with my future in-laws and all the CVs and cover letters I sent out were fairly safe, standard descriptions of my career and achievements that stuck to tried, true and fairly boring techniques. That strategy wasn’t working and I was starting to get pretty desperate, so, when I saw a job come up for the position of editor of NZ Marketing and StopPress, I decided to take a risk and submit a much more honest and far more interesting application. Rather than…

What has your journey been like so far? For us, it’s been a nine-year journey through R&D and then six and half years with the product on the market. We grow every year, but we’re always in a position where we never have enough money. At the moment I’d like to do a really big PR piece in the US market, but I just can’t afford it. We’re literally going out with plans to do a crowdfunding round in January. We’re just putting that in place. We’ve never gone out for external funding, which is unusual for a start-up company. Why did you develop this technology? There are numerous ways in sports to track athlete motion and a lot of the earlier systems involved video technology, which was pretty crude.…

130 additional countries around the world got Netflix in early January, but China is still notably absent from the list. 800 million users across the world stay in touch with friends via Facebook Messenger every month. 70 businesses moved into the WPP conglomerate following its acquisition of a controlling 61 percent stake in STW. 59 percent of Kiwis responding to a Colmar Brunton survey said that they thought Christmas had become too commercial. 846,000 viewers tuned in to watch the finale of season four of The Block NZ, down slightly on the 849,500 who tuned in last year. 48 percent increase in average fixed broadband usage in New Zealand from last year. $1.567 million pulled in by Star Wars: The Force Awakens on its opening day in New Zealand, smashing…

When Mad Men’s Don Draper said “Advertising is based on one thing – happiness!” he didn’t realise how complicated it could get. It was a simpler time. All you needed was a pretty girl, a product shot and a clever slogan and the job was done. Today, it’s a very different world, one that has moved towards engagement over interruption. “People have transformed how they live, work, shop, and buy,” says the seventh annual State of Inbound report from Hubspot. “Instead of blasting out interruptive ads and trying to pull people to your company, inbound marketing uses helpful content to attract visitors and get them to engage of their own volition.” Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get…

The programmatic advertising market is ballooning and it shows little sign of slowing down over the next few years. And while this has disrupted the status quo, it also offers enormous potential of expediting the process of selling and buying ads while simultaneously allowing for specific audiences to be targeted with pinpoint accuracy. And rather than letting this opportunity pass New Zealand by, the nation’s four major publishers have allied their efforts to create a programmatic solution with a distinctly local flavour: KPEX. What follows is the definitive guide to what this means to the local market.…

LAURA MAXWELL, NZME GROUP HEAD OF REVENUE It was an easy decision to form a premium alliance with New Zealand media players. The current situation has international competitors taking New Zealand advertising dollars overseas. The two main players create no content themselves, but they do provide a convenient way to buy the Kiwi eyeballs on their platforms. Buying premium eyeballs on New Zealand sites was not as easy, so a comparable proposition was needed for us to compete. KPEX is that solution. For the market, I hope KPEX raises the awareness of New Zealand content generators and the role they play in reaching and influencing local customers. I hope that local marketers who want us as consumers to buy their products here and not from overseas suppliers also apply the…

Before you start, get clear on your objectives. Programmatic can drive both brand and direct response results; whether it’s restricting your ads to a particular vertical (eg. ‘sport’ or ‘news’) or maximising awareness (using larger formats, perhaps deploying video) or looking for low cost leads, KPEX inventory can be cherry-picked to give you the best bang for your buck. Step 1 – Pick your DSP (buying platform): your media agency should offer this service; as do a number of independent firms. Some major clients choose to bring this capability in-house. Step 2 – Start bidding: just search for the KPEX url in your DSP and add it to your campaign(s). Simple. No paperwork required. Step 3 – Add some smarts: layer in data (your own; from KPEX; or perhaps from…

Around five years ago, locally owned shoe brand Kumfs rebranded to Ziera in an effort to widen its appeal. And, according to group marketing manager/chief customer experience officer Nicky Dunn, the rebrand earned it a lot more consideration among its core target of 40-59 year-old women. But there was a big problem: while they were coming into the store, they were leaving without buying anything. And research conducted around 18 months ago showed that even though the rebrand had been successful, “people still thought we were old fashioned”. Like many retailers, Ziera had relied heavily on direct marketing—and particularly catalogues—to promote its wares and Dunn says it used to send a catalogue to every person it had an address for, or around 250,000 people. But she says that strategy wasn’t…

To save you from the dreaded ‘nod and smile’, we have compiled a list of five key trends that we believe will have a big impact on the way we market in 2016. What we know for sure it that while the technology changes, the fundamentals stay the same. Know your customer, provide solutions to their problems (whether they are aware that it is a problem or not) and create an experience with them that in turn creates loyalty and ambassadorship. 1. Customer Experience. Your customers’ perception of your brand can come from just one touchpoint, just one experience. From a phone call with your accounts team or a visit to your website, to an email dialogue with your customer services team. Each of these moments form part of your…

Here’s a snapshot of the benefits of membership: FREE ADVICE Our website is your first port of call – we have a searchable Resource Centre where you can access best practice guidelines, codes of practice, New Zealand case studies, templates etc. If you can’t find what you’re after there, or require specialist legislative or regulatory advice, email us at contactus@marketing.org.nz and we will provide this to members free of charge. NETWORKING AND CONNECTING WITH OTHERS IN THE NZ MARKETING COMMUNITY As a member, you can: • join any of our Special Interest Groups (SIGs). There’s no additional cost and you can join as many as they wish. As the name suggests, these groups, many of which have their own LinkedIn networks, specialise in specific areas of marketing practice and provide…

In this year alone three leviathans of retail filed for bankruptcy. It was only two years ago American Apparel and Quicksilver were turning a serious profit, whilst RadioShack was once known as “the single largest seller of consumer telecommunications”. They are just the most recent high profile casualties. A study from Washington University estimates that 40 percent of today’s Fortune 500 companies will no longer exist in ten years and you can already see businesses that are going that way, like BlackBerry, Kodak, Yahoo and Nokia, to name but a few. Admittedly they may rise like a phoenix, but they have a tough job on their hands as they will be forever playing catch up unless they come up with something really revolutionary like Burberry. We still need to get…

Millennials are a busy generation. Following them for a month as part of The Listening Project kept us out late at night, shamed us when we saw how much they post, blog and upload, and had us pondering what the differences are between this and previous generations. When they talk about brands the language is about usefulness. Brands are what they do, but in this case it’s a fairly literal take on this idea. They are less impressed by the mystique of brands and more by how they make life work more effectively and allow them to get stuff done. Functionality of the brand is allimportant. Millennials are quite frugal; they’re looking to invest in purchases that are multi-use, able to integrate into their lifestyle, highly durable and of quality…

What media do you wake up to? 1 My Facebook page. It’s been heaving with so many fantastic photos of recipes from my latest book. It’s just amazing and humbling to see. People are so cool. 2 What TV shows are you watching at the moment? And how are you watching them? I must admit I’m not usually much of a TV watcher as I’m so busy. However, recently, I discovered Netflix and I’ve been giving Downton Abbey a good going over. That Matthew is a real dreamboat. 3 What music are you listening to at the moment? And how are you listening to it? I listen to music all day long, whether I’m in the office, car or kitchen. And I like to sing along loudly with reckless abandon.…

FREEBOOTING The nefarious act of downloading someone else’s video (often from YouTube) and then uploading it onto your own channel (usually Facebook) to benefit from those sweet clicks. And with content creators often making their living from the views they generate, they’re not happy about this audience theft. GIG ECONOMY Previously an activity restricted to struggling musicians looking for any available microphone, the hunt for gigs is becoming more common in the modern workforce, with companies like Uber making it possible for workers (AKA Instaserfs) to provide their services on a freelance basis only when they want to. WHTM (WEALTHY HAND TO MOUTHERS) Alongside countless articles warning of impending financial doom, the Auckland housing market has also spawned a new breed of young Kiwis who spend as much as 60…

The success of inbound marketing is hugely dependent on having good data and there are some great examples of how businesses are using targeted marketing to increase their ROI and cut through the noise with more relevant offerings to those who have been attracted. This provides a real competitive advantage. “Moving to a one-to-one and inbound marketing approach presents real challenges for business,” says Micah Gabriels, head of product and marketing at Qrious, a business focused on helping organisations gain more value from information, through data, insight and action. Gabriels believes that for most large businesses their still remains a strong case for using traditional marketing for mass brand awareness and personalised marketing to build strong affiliation and a sense of ownership in the product. The changes catered for by…

Opportunity: Approached by car loan specialist AA Finance to run its paid search marketing, Search Republic quickly identified an opportunity for optimization, particularly around the company’s online application form for both desktop and mobile. Solution: “Search Republic let us know very early on that there were opportunities to improve our website’s conversion funnel – especially around our online enquiry form,” says AA Finance general manager David McLister. “As soon as our new form went live we saw a huge 175-percent jump in conversion rate and the average cost per conversion dropped 26 percent.” 175% increase in desktop conversion rate 160% increase in mobile conversion rate 25.9% reduction in loan application costs…

NATALIE GALLAGHER, HEAD OF PROGRAMMATIC SOLUTIONS AT NEO@OGILVY What are your thoughts on KPEX? We are seeing a larger and larger share of the digital advertising spend going offshore to the international giants of digital. We are excited to see these four New Zealand-owned companies working together to try and combat this. Ogilvy is fully supportive of KPEX and we hope to see them perform well and become a major entity in the coming months and years. The most important thing is results against our client KPIs and the amount of money that we invest in KPEX will be always be based on performance. What are the benefits of KPEX? It is fantastic that we can buy digital inventory off the four premium New Zealand sites programmatically. We also have…

Chapter 1 BUILDING AN AUDIENCE When ANZ kicked off its sponsorship with Grand Designs NZ, it called on Bauer to add another, more accessible layer of design inspiration into the mix. Chapter 2 IF THE SHOE FITS Rather than continue to rely on expensive, ineffective catalogues, Ziera created its own media brand—and it’s paying off big time. Chapter 3 SEARCHING FOR THE WIN-WIN-WIN In keeping with Sovereign’s ’Life. Take Charge’ brand, Bauer used its expertise to give Kiwis the practical tools they needed to be healthier. Chapter 4 FLIGHT OF FANCY What is it about KiaOra that inspires over 330,000 Kiwis to reach into the seatbacks of Air New Zealand planes to get their hands on the latest edition?…

In an effort to attract a younger market to its range of life and health insurance products, increase the nation’s happiness and save the company some money on claims, life and health insurance provider Sovereign rebranded around the line ‘Life. Take Charge’ in late 2014. And rather than just talk about itself, it aimed to create healthier Kiwis by equipping them with a range of practical tools. Its above the line campaign included a reconditioned van (AKA the Action Unit) travelling around the country dispensing helpful advice and products and ambassadors Pua Magasiva and Nicola Smith helped spread the message. But Sovereign wanted to extend the campaign further, so it briefed a number of media owners to create content around health and well-being. “It was one of those group briefs,…

Personalisation is the top digital marketing trend predicted by Kiwi marketers to have influence on their brands in 2016 – with 39% picking it as the most influential trend in a recent poll conducted by Ubiquity in conjunction with the Marketing Association.1 Personalisation is proven to deliver improved results by increasing the relevance of messaging to your audience. And with consumers receiving more marketing messages than ever before, using personalisation to achieve relevance is increasingly important to ensure your messages get cut through. The figures below paint a compelling argument for personalisation, so why are so few of us doing it? Just 5% of companies2 say they are personalising ‘extensively’. Personalisation is becoming more accessible to marketers due to improvements in marketing technology. The use of technology such as Marketing…

PROVE IT: MEASURING YOUR FACEBOOK ROI Facebook and Google Analytics allow advertisers to implement trackers that tell you a whole lot of information about how many people see your ads, how many people engage with your ads, and most impressively, how many people complete your call to action. Here’s a guide to checking you’re getting serious bang for your buck. YOUR ADVERTISING CAMPAIGN AND OBJECTIVES: Engagement is important for everyone seeking brand awareness, aiming to be visible and to simply remain relevant. Website clicks will be your objective if you’re launching a new product, a new website, or running a promotion on a webpage. Website conversions, on the other hand, are for those of you selling a product online or requesting that your customers complete another call to action. PROVE…

“I disapprove of what you say, but I defend to the death your right to say it.’ Voltaire. I confess, I don’t like the new Toyota Hilux ad. I mean no ill will to anyone involved. I’m sure I’ve done plenty of things that they don’t like either, but I’m just not a fan. When I first heard that Toyota was pulling it from air I felt a little internal glow of ‘I told you so’. But then something about the whole affair started to make me a little uneasy. A number of people, many seemingly based in Brazil, hounded Toyota so much that they felt compelled to take their shiny new ad down. A decision that leads to Toyota throwing away the hundreds of thousands of dollars they had…

So, I was sitting in this client meeting not long ago working with a bustling, big business that was thinking strategically on how to target its re-marketing activities using online banners. Leaving aside a rather lengthy discussion on the effectiveness of banners (cough and possibly a yawn), we talked through clever ideas on how to target our online ads. We had versions, we had cute headlines—admittedly, no opportunity for a cat-based* concept—but it was good creative. The decision to buy the business product we were promoting would be under the auspices of an office manager sort of person. We readily agreed they were the efficient types—we could all describe the much-admired and loved office warrior who just got things done. They carried themselves with a certain gravitas, would never put…

If you tsk-tsked along with the Australian Federal Court and the New Zealand Commerce Commission about Nurofen’s dodgy marketing last year, then perhaps you need to man up. Just to jog your memory: back in December the manufacturer of Nurofen, Reckitt Benckiser, was found guilty of breaking Australian consumer law by charging a higher price for specialist forms of the painkiller—for period pain, migraines and so on—when the product formula was the essentially the same. Talk about outrage! As if you need more evidence of the evils of big pharma! But hang on there, Mr High and Mrs Mighty. Pulling the wool over consumers’ eyes has pretty much been the stock-intrade of marketers for years. Please don’t tell me you have a problem with that? Automobiles? What’s the difference between…

Advertisements from the 1950s depicting Kiwi families are now fodder for retro postcards—a white family, all Colgate smiles and shiny shoes. Fast forward to today and the demographic make-up of New Zealand is radically different, with shifts in ethnicity, age and sexuality now widely evident. The rise of multi-culturalism is arguably one of the most influential changes, throwing up major business opportunities and potential stumbling blocks. Mai Chen, one of New Zealand’s highest profile lawyers and chair of New Zealand Asian Leaders and the Superdiversity Centre for Law, Policy and Business, says nearly half the population of Auckland is made up of Maori, Asian and Pacific peoples, of which 44 percent were not born in New Zealand. And today there are over 200 ethnicities and 160 languages spoken in the…

Whilst companies often have a fair idea as to the reasons behind customer churn, it is always good to have more detail to inform marketing decision makers. Skinny Mobile employed data analytics firm Qrious to use advanced analytics to identify international tourists and how these tourists impact customer churn leading in to winter. Skinny found that 1% of its customer base were tourists, but this customer group represented 15% of monthly churn. Tourists, obviously, have a finite period of time in the country, and Qrious’ findings enabled Skinny to target these customers with unique offers. Now, Skinny have implemented ongoing monitoring to understand the impact of tourists and the performance of personalised offers. Qrious head of product and marketing Micah Gabriels says it helps organisations make better informed decisions and…

BESTED MYTH KPEX is a remnant play for its publishers ARTHUR: “KPEX gives its publishers an alternative channel for monetising the same quality inventory that they sell directly. By working together they can create broader opportunities and increased value for their advertisers.” MYTH KPEX inventory is expensive ARTHUR: “The exchange works as an auction, so the price you pay is determined by how you and your competitors bid, and obviously it’s the competition for each impression sold that pushes up the price. I think most buyers will find they can access premium inventory very cost-effectively through KPEX, with the added assurance that their brand is appearing alongside quality content. And that’s before you start rationalising the cost efficiencies gained by buying programmatically. At the end of the day you will…

A flight attendant informs passengers to turn off electronic devices in anticipation of take-off, temporarily forcing everyone to disconnect from the digital crutches that they rely on to kill time whenever they have a few moments to spare. In lieu of the digital escapism on which they usually rely, over 330,000 Air New Zealand passengers (according to Nielsen readership data) reach to the pouch in front of them and pull out the latest edition of the airline’s inflight publication KiaOra. “We’ve got a really captive audience on the plane,” says Carly Wigley, masterbrand manager at Air New Zealand. “We find that even when customers are travelling for work, the magazine offers them some time out. They can be selfindulgent and spend some reading the magazine.” With a distracting push notification…

For much of the last decade, attention has been focused on developments in the news media at a national, and even international, level. Publishers have embraced digital opportunities by seeking scale and large audiences for news and advertising. Internationally, sites like The Guardian have gone global spreading well beyond their print footprint in England; the Huffington Post has rolled out 50 national editions and is working with Fairfax Media in Australia and New Zealand. Locally, stuff.co.nz continued its growth to become New Zealand’s third largest site, overtaking TradeMe, and sitting just behind international juggernauts Google and Facebook. But in the last 12 months, Fairfax Media has been focusing its attention at an equally important market, at the other end of the scale; hyperlocal. In a series of planned moves, it…

KTKPEX, a joint venture between NZME, TVNZ, Mediaworks and Fairfax to help sell their inventory programmatically, was launched in November 2015. The launch took the industry by surprise in some ways given how quickly the alliance between four major and competing media groups came together. While similar alliances had been forged in France, Australia and the UK, these were typically years in the making. Furthermore, politics between the parties involved often led to a ‘watered down’ proposition being brought to market. A unique feature of KPEX is that MediaWorks, TVNZ, Fairfax and NZME are able to monetise their unsold advertising space at lower rates without impacting on their direct sales efforts. This is achieved through passing their unsold inventory into KPEX on an aggregated basis. The upside to advertisers being…