Innholdsfortegnelse for Issue 75 2023 i NZ Marketing

With a history dating back to 2007, Connections is an annual conference held by American cloud-based software company Salesforce. For the uninitiated, Connections serves as a platform for professionals, industry leaders, and Salesforce enthusiasts to come together and explore the transformative potential of customer relationship management (CRM) and marketing automation. This year, Salesforce has extended an invitation to a group of approximately 10 international journalists, including NZ Marketing, who will travel to Chicago to provide first-hand coverage of the latest advancements in this field. The event promises an immersive experience designed to inspire, educate, and empower attendees across various sectors, with a focus on cultivating stronger customer relationships. Attendees can expect to explore innovative solutions and cutting-edge strategies that drive customer engagement and enhance business outcomes. Central to the event’s…

The majority of New Zealand consumers (73 percent) say they want greater control over how their data is used by companies and organisations, according to new findings from a Visa study. The Visa Consumer Empowerment Study, which surveyed 2,000 New Zealanders, found a more pronounced confidence-divide among local respondents, with 39 percent classified as ‘hesitant’ when it comes to data use and sharing, compared to 26 percent of their global counterparts. The research also found that only 23 percent of New Zealand consumers say they ‘fully understand’ or ‘mostly understand’ how their data is used when conducting digital/ online activities, and only 19 percent feel in control of their data. Consumer sentiment also highlighted a potential gap in the data guidance that businesses provide their online users, with 80 percent…

The retail space is rapidly evolving with e- and m-commerce offering an often more convenient shopping experience, as advancements in other shoppable technologies mean constantly changing consumer behaviours, coupled with increasingly uncertain socio-economic cues. However, somewhat surprisingly, methods that have been working for retail marketing recently are what was trending about 20 years ago with marketers heading back to the basics as retailers face challenging times. Sitting down with marketing thought-leaders, household names in retail and industry outsiders, it came as a surprise to hear that traditional retail marketing is making a comeback. What was once seen as the final part of the customer journey, getting the customer into the store and selling them a product is only the beginning. “We are getting to a point where we are almost…

As we near the halfway mark of the year, perhaps the only thing every marketing leader can agree on is that we are in a storm which has yet to peak. This universal tumult changes the complexion of what marketers are pitching to their boards, which are likely to be demanding marketing plans or business cases that are judiciously calculated and can promise solid, irreproachable return on investment. Seasoned marketers have a plan for everything and every time – but as a white paper explores, directors are human and they can fall short under pressure, forming or falling deeper into bad habits which might affect whether your marketing campaign or initiative is funded. What are a few of these bad habits, and what are the strategies to counter them and…

If you want to know how cut-throat the world of bank marketing is, just ask Westpac New Zealand Chief Marketing Officer Suraiya Phillimore-Smith. “My daughter turned up the other day and asked me to go and get a Clever Kash elephant, which is the ASB savings tool! She asked me ‘when are you making an elephant?’ I said, ‘we don’t have an elephant but we have a chopper’,” she says with a laugh. What can we learn from this story? There is never a bad time for banks to attract a potential customer, and they use a variety of marketing strategies and tactics to do so, backed by budgets that would make most Kiwi marketing bosses green with envy. They also make judicious use of sponsorships and partnerships with sports…

As a low-cost telco brand, Skinny was tasked with seeking innovative and cost-effective avenues to cut through the noise of advertising, delivering its message with impact while keeping its budget in check and in the process staying true to its mantra of keeping prices low and customers happy. The ‘Phone It In’ campaign via Colenso BBDO, leverages traditional Out of Home (OOH) advertising spaces to feature radio scripts, asking ordinary New Zealanders to call an 0800 number, allowing them to recite one of 46 different scripts and potentially have their own voices broadcast on the radio. After it launched, it became clear the team had struck gold, with over 2,500 recordings rolling in, 64 percent of them made by non-Skinny customers. With no other campaigns in market, Skinny saw a…

In recent years, programmatic advertising has become a bigger and bigger portion of a brand’s marketing spend and with digital out of home (DOOH) adding large format screens into the mix, a future where you can integrate video content across all platforms is just around the corner. Go Media NZ Head of Digital Parris Downey says that while from a DOOH point-of-view, programmatic is still fairly new in terms of widespread adoption from suppliers and clients, they have been trading in programmatic for a few years. “It’s been quite a process for all major DOOH owners to get their inventory into the programmatic mix,” he says. “Programmatic DOOH in its best and purest form is a seamless mix of Dynamic Media Optimisation – the where, when, why, how and to…

Recognising that B2B historically has not been well-served in the marketing area, engaging has rebranded from Clear Engagement, to better reflect its brand proposition, focusing on B2B and complex markets in New Zealand and Australia. There are significant differences in approaches between B2B (business-to-business) and B2C (business-to-consumer) marketing. With the former, customer behaviours are distinct, characterised by more complex decision-making processes involving multiple decision makers and stakeholders. This complexity often leads to longer, more involved sales cycles, requiring a specialist marketing understanding and, despite B2B marketing contributing significantly to a business’s revenue, it is often overlooked. Enter engaging, the agency determined to change this and make B2B marketing more, well… engaging. CEO Tim Anderson, says that his agency’s approach includes a combination of specialist expertise, strategy, creative and technology innovations…

WHAT ARE SOME OF THE WAYS PARTNERSHIPS ARE BEING USED TO ENHANCE CUSTOMER LOYALTY PROGRAMMES? Rapport is focused on leveraging partnerships to deliver highly engaging marketing activities, loyalty and reward programmes. When it comes to loyalty programmes, we utilise partnerships to either enhance our clients’ existing loyalty offerings or to build a programme around partner rewards. By collaborating with partners, we can offer a broader range of rewards and benefits than what is typically available within our client’s own business. These can include access to exclusive products or services, enticing discounts, unforgettable experiences, or even co-branded offerings that bring together the best of both worlds. Working with partners who possess content expertise is another way we enhance our customer experience. They bring valuable knowledge and skills to the table, enabling…

The year 1953 was a big one for New Zealand. Sir Edmund Hilary reached the summit of Mt Everest, a recently crowned Queen Elizabeth II and the Duke of Edinburgh, arrived in Auckland for their royal tour, and a visionary named Les Saussey began cooking sliced potatoes in a converted wash house on Khyber Pass Road. Recognising there was something to this tasty potato snack, Les introduced them to the New Zealand public, selling them along with popcorn at Auckland’s Western Springs Speedway. With time, he brought to market the Salt & Vinegar and Chicken flavoured potato chips as well, which later on down the line were followed by Bluebird releasing other flavours that soon became Kiwi classics. By the 1980s it had also introduced popular corn-based products such as…

Standard Media Index (SMI) NZ figures show a record ad spend reported this FY, despite the market reporting another month of lower ad spend in March against the record March 2022 period, with total bookings back 8.6 percent. But that decline was again mostly due to a significant fall in ad spend from the largest category of Government (-25 percent YOY in March). When that is removed the underlying decline in New Zealand ad spend reduces to-6.2 percent. In the March quarter, total bookings are back 7.2 percent but that’s also compared to a record level of ad spend in the March 2022 quarter. SMI AU/NZ Managing Director Jane Ractliff says the return of Government category ad spend to pre-Covid levels has abnormally impacted the market across all time frames.…

Several years ago, I wrote a review about the late Tim Bell’s memoir and it seems, in retrospect, a little too fawning. Focused on the notorious, persuasive charm he developed as ‘the third Saatchi’, it predates the tawdry end to his political PR career, and the demise of the disgraced powerhouse firm he founded, Bell Pottinger. The company collapsed into administration in the UK in 2017 after implementing a racially charged communications campaign in South Africa. Fast forward a few years to 2020 and the release of the fascinating film ‘Influence’, which I found recently on TVNZ+, and finally managed to check out on the couch last weekend. For those who haven’t, it’s a must-watch documentary that’s part ‘The Great Hack’ crossed with elements of ‘Dirty Money’, which will appeal…

It’s amazing how far social media has transformed the way brands can interact with their customers. It’s become an essential tool to connect, build brand love, generate advocacy, and interact with customers. However, with over four billion active social media users worldwide, how can brands stand out amongst the noise? According to a 2023 HubSpot Global Social Media Trends Report, 127 percent of marketers deemed their social strategies effective when they identified and engaged with emerging social trends. WHAT ARE SOCIAL MEDIA TRENDS? Trends are temporary. They change based on what’s happening in the world, and they do it in an instant; which is why jumping on trends at the very moment they’re happening is so important. Understanding them is like discovering a secret language. They are valuable for brands…

This unexpected sight marks MediaWorks, and New Zealand’s, inaugural venture into a full motion 3D effect billboard, promoting Wētā Workshop’s Auckland tourism experience – Wētā Workshop Unleashed. The instalment features Jeff the troll, an iconic character featuring in the Unleashed experience, who can be seen rearranging departure screens. Jeff appears on prime billboard locations at Wellington Airport from June 2 and Newmarket train station in Auckland from June 6. MediaWorks Outdoor Director Brad Morgan says Wētā Workshop was a natural partner to showcase this new capability in New Zealand. “The technology has been around a little while overseas but we haven’t seen it in New Zealand yet and so we were keen to execute it here. “We started talking to some of our agency partners first and foremost and then…

“Can I vape? That’s all I want to know to be honest. If you let me vape, you can ask me any question you want.” WHAT IS YOUR FORMULA FOR STAYING AHEAD DESPITE NOT KNOWING WHAT IS GOING TO HAPPEN IN THE FUTURE? I’m not saying this is a perfect science, but what you can start to do is find what I would call the digital twin. So, you could say that CBD oil network is about as big as the craft beer network was in 2001, and the craft beer network ended up being worth $X billion. So, we could probably assume that the CBD network is going to get somewhere in that range. And that for me brings a lot of sanity to the question of the future…

1 Marketing Automation Marketing automation has revolutionised the way marketers operate, making tasks more efficient and streamlined. However, before diving into automating your current processes, it’s crucial to align your goals with this new strategy. Here are some of the dos and don’ts of integrating marketing automation effectively, drawing directly from the best practices recommended by HubSpot. The first step to getting the most out of automated marketing is to take a moment to reassess your business or client’s goals to ensure it aligns with the businesses needs, interests, and values. When automating inbound marketing, make sure it focuses on delivering valuable content tailored to customers’ needs and ensure it enhances communication by delivering content at the right time. A sure way to turn your customers off is to blast…

The day kicked off with a reality check from Gemma Rasmussen, Head of Research and Advocacy at Consumer NZ, who shared research on what customers care about. The biggest thing right now is cash. Back in 2021 our top three money worries were housing, health and education. Fast forward two years and the burning issues are the price of carrots and concerns about debt. That’s not good news for retail sales. It’s our job to sell more widgets and the people doing the buying are cutting back. We have to get smarter to make the same sales. So, the question on the table was ‘how?’ It’s not just money that matters Building on ‘what customers care about’, there was a panel discussion on ESG (I had to Google it). It’s…

“I can’t remember, last time I thanked you,” are the first two lines of Dave Dobbyn’s New Zealand classic song, Loyal. How many customers of how many brands, products and services feel that way, unrewarded for their loyalty? As a brand custodian, whether you choose a loyalty programme using a point system or reward customers based on how much money is spent, the ability to entice customers to keep shopping for a product or service will ultimately be decided by how loyal you are to them. This article was written prior to the latest research release from Loyalty NZ, which by the time you read this will have been exposed to marketers at NZ Marketing’s Future of Retail Marketing Conference 2023. Loyalty NZ provides consulting services on a variety of…

Less focus on awards, more focus on results. That’s the advice from Topham Guerin co-founder Ben Guerin, when asked what the corporate world can learn from political campaigns such as this year’s New Zealand General Election (October 14). The creative agency has not only worked on previous campaigns with the National Party, the Liberals in Australia and the Conservatives in the UK, but also has a roster of high-profile corporate clients such as Lloyds Bank and Rio Tinto. “The story of Topham Guerin is how you can break new ground in the world of politics and take those lessons to the corporate world,” Ben says from the company’s London office. “A political campaign is a hub for innovation. Whether you’re talking Obama 2008, or Boris Johnson doing a ‘Love Actually’…

As the pandemic-induced lockdowns upended the world, the concept of connection became top of mind, with people craving authentic human interaction more than ever before. While the demand for virtual experiences provided a temporary reprieve, Uno Loco recognised that this hunger for genuine human-to-human connection would persist long after the initial post-lockdown boom had faded, and took this moment to reimagine how they could best be of service, looking at their agency’s purpose, realigning its brand experience strategy, and emerging armed with a reenergised identity for the new reality and as “an antidote to AI”. “We were conscious of the fact our business had evolved a lot and we hadn’t gone out and told that story,” says Blair Glubb, Uno Loco CEO. “There is a shift taking place, with more…

With advertising budgets being squeezed left right and centre, journalism – a discipline that traditionally has relied on advertising to exist – is feeling the pressure to perform. However, publishers are pinning their hopes of the continued growth of digital subscriptions, memberships and donations, which have been seeing some positive movement over the last few months. According to the Journalism, Media, and Technology Trends and Predictions 2023 report released by Reuters and Oxford University, a survey of 303 media leaders in 53 countries, things are looking surprisingly upbeat, with 68 percent of respondents expecting some increase in paid content income. However, this same paper reveals that publishers may be looking to focus more on retaining existing subscribers, rather than growing them. Locally, in late April this year, Stuff announced it…

As marketers seek new ways to break through the clutter of everyday life, REACH heroes a traditional channel that is having a renaissance in this digital world. With a team of marketers and data scientists, the letterbox marketing specialist understands the power of reaching the right consumers. “Picking up a relevant mailer or catalogue from your letterbox means that mailer can remain in the home for up to two weeks on average. Once it’s there, letterbox marketing has phenomenal shareability among friends, family and flatmates,” says Sarah Whitehouse, Head of Strategic Accounts & Agency at REACH. This mixed with the ability to target specific letterbox campaigns to the people most receptive to it is a powerful combination. “For those who love digital advertising, it’s worth noting that letterbox marketing has…