Indholdsfortegnelse for Issue 71 2022 i NZ Marketing

For its entire existence, the television industry as a whole has survived and thrived amid a series of transformations. Despite the decade of media industry pundits wrongly declaring its slow death, the television industry continues to live another day. The industry itself is dynamic and has seen large shifts driven by digitalisation, the disruption of new technology, and the ubiquity of both local and global streaming services. The evolution of consumer expectations and shifting viewing habits has resulted in extensive growth in both video on demand, and online video. There is no denying the AV game has changed, and radical approach is now required to continue competing in this brave new world. Abraham Maslow once said, “In any given moment, we have two choices: step forward into growth or step…

The organisation is known for its attention-grabbing campaigns created by its in-house marketing team. In fact NZSki won best in-house marketing at the 2018 TVNZ-NZ Marketing Awards. Having just run a quirky marketing campaign that referenced popular reality TV show Shark Tank, and with Aotearoa’s first open-border ski season since 2019 coming up, the marketing team were keen to showcase a different side of its three mountains. Mel Tweedie, NZSki’s Marketing Communications Manager, says although it’s too early to report on sales results she has already seen the highest reach, views and engagement out of any early bird campaign or any campaign her team have run before. “We have also seen over 30 percent more traffic to our website,” she says. “We had an opportunity to do something a bit…

So what exactly does that mean for marketers? Mark McKenzie, Reason’s Head of Analytics, explains everything you need to know about this move from third party to first party data. WHY IS IT HAPPENING? In a traditional marketplace, vendors engage their customers in conversation to sell them things. Modern day marketing is simply doing the same but at a much larger scale. “That’s what this technology should enable us to do, to have good conversations with our customers,” Mark says. “Third-party data is knowing something about someone and using that to have a conversation. First-party data is having permission to have that data, knowing something about [the potential customer] and pulling that into a MarTech structure.” Although GA4 isn’t an instant fix, it is a piece of the puzzle and…

The advertising industry is facing disruption. The pandemic precipitated a tech revolution, resulting in a significant attitudinal change in the minds of working from home employees. At the same time, there has been a hasty rush towards automation, from programmatic ad buying to third-party automation software. There have also been significant societal shifts. Remote working and flexible work hours has changed employee expectations. This has forced companies to adapt their company culture and employee motivation. The demand for efficiencies, has meanwhile, seen a need for more collaboration across sectors but has brought with it the conflicting demands of redundancies and an expertise shortage. Against this background, NZ Marketing put a series of questions to Publicis Groupe CEO, ANZ, Michael Rebelo. 1. HOW HAS PUBLICIS GROUPE EVOLVED IN THE PAST TWO…

A recent Harvard Business Review report found that getting the customer experience right is more important in retail than in all other industries combined. DAVID NOTHLING-DEMMER looks to some of the key trends shaping the shopper experience, as he chats with industry players about what CX excellence looks like, and what marketers should be doing to delight customers at every touchpoint. The retail landscape has changed dramatically in recent years. From the impact of a global pandemic and the rising cost of living, to the introduction of new shopping technologies and channels, consumer behaviour has seen a big shift. Customers are no longer simply after cheap prices, but desire memorable, positive customer experiences across multiple touchpoints from brands and retailers they choose to do business with. In a recent Salesforce-sponsored…

To get to grips with the difference between the two, first we need to understand what each of the terms are referring to. Put simply, omnichannel marketing puts the customer at the centre and creates a seamless shopping experience, from the first point of contact to the last, no matter what channel the customer has chosen to use. Multichannel marketing is more focused on customer engagement and puts the channels at the centre of its strategy. The company interacts with customers via multiple channels to sell them what they have to offer. A channel in this context refers to a medium through which a brand or organisation communicates directly with its audience or customers such as a website, a physical store, a billboard or even a flyer or product packaging.…

Most people want to live in a way that is authentic to them, align their shopping habits with their values and support others who care about the same things. Afterall, next to voting in elections, the easiest way to make change is by voting with your wallet. So, why then is this so hard to put into practice? When buying anything from a food product in their weekly grocery shop, to a large household item, consumers are faced with a huge number of purchasing decisions and factors they must weigh up. In an ideal world the only decision necessary would be ‘which product or service aligns best with my values?’ but in reality it is ‘which product or service provides the best value for me and my family?’ and ‘which…

Viewed as one of the most sustainable brands in New Zealand in the Kantar Better Futures report for eight years now, Meridian found itself in the enviable position of being able to build on its reputation as a ‘doing’, rather than a ‘saying’, brand. This meant attribution was the name of the game. The new campaign enlists the help of ‘Nature’, a character who represents the natural world, to inspire environmentally conscious behaviour. With her tempestuous powers and a healthy dose of good humour she rewards or disciplines actions accordingly. This long-term brand platform establishes Meridian’s leadership position in renewable energy, investments in decarbonisation and commitments to initiatives such as the DOC Kākāpō Recovery Programme. Michael Healy, Meridian Energy’s Chief Marketing Officer, says as the company has been providing 100…

Sheron White, APAC Reader’s Digest Advertising and Retail Director, says the key to earning Kiwis trust is remaining “consistent to the promises it makes to consumers”. Of the brands surveyed, many other familiar Kiwi favourites featured, including St John New Zealand which came second, Mitre 10 in third place and Tip Top in fourth place. The Trusted Brand Awards recognise brands that have continued to build on consumers’ trust and consistently responded to customer concerns while also expanding services and product ranges to suit changing market demands. “Trust in consumer brands takes years of careful planning, execution and nurturing,” says Reader’s Digest Editor-in-Chief, Louise Waterson. “But during challenging times, and the past year has been one of the most difficult on record, we’ve seen quality brands live up to their…

1. STREAMLINING ONLINE AND OFFLINE EXPERIENCES As we move past the pandemic days and venture out into the real world again, retailers are scrambling to meet customers wherever they are. While some still prefer to shop from the safety and comfort of home, others can’t wait to hit the shops again. The answer? Retailers are looking to combine the online and offline shopping experience into one smooth, streamlined experience. To do this, retail marketing strategies are working to make the most of the familiar points of contact such as a physical store, staff, or checkout system. This enables a hyper-personalised shopping experience as retailers get to know their customers likes, needs and values to provide an experience tailored just for them. The integration of online and offline channels in retail…

Personalisation is a hot topic in the marketing industry with its fair share of promoters and detractors. Done right it creates a positive exchange between brand and customer that increases the value of the relationship. Done poorly it has the potential to damage customer relationships and even drive churn. Why then does personalisation, a key tool that can have such a significant impact on a brand, remain something of an enigma? TRACK recently commissioned a global study from Forrester Consultancy, a part of specialist research firm Forrester Research, aimed at understanding the current state of personalisation across global markets together with the best practices of the most advanced marketing firms. The results revealed that while customerled personalisation is the goal for almost all the respondents, the reality is that very…

The goal was simple; to celebrate Shortland Street (which let’s be honest, is the longest standing local soap in Aotearoa) turning 30 years old-in a creative and unique way. The strategy was equally simple; bring multiple clients into a single commercial, taking over the entire ad break. So, what was The Big Shorty Shout Out? Basically, it was TVNZ in partnership with 9 advertisers showcasing their brands in an exclusive ad break takeover. Breaking the fourth wall for viewers, the ad break takeover featured shout outs to brands weaved into the ‘behind the scenes storyline’ while Shortland Street characters interacted with cast, crew, and surprise guests along the way. With 40+ script rewrites, the perfect balance of fun, creativity and plausibility was ensured to create a seamless integration. Bringing the…

As a youth leadership group facilitated by the Comms Council, First Five Rungs “exists to support newcomers in their first five years in the advertising and communications industry,” explains the group’s leaders Zoë Macdonald-Mair and Xavier Glass. “We support newcomers in a multitude of ways, from supplying them with our ‘Industry Insider’ booklet, written by us to specifically offer advice on being new to the industry, to conducting research which seeks to understand how to support young talent, and by facilitating industry events designed especially for these newcomers,” they say. Xavier, who is a Senior Account Manager at VMLY&R, is also the Chair of First Five Rungs in Wellington. He got the role at First Five Rungs after actively attending events and ultimately, becoming “captivated” by the groups purpose and…

The inaugural event, held at the Akarana Golf Club in May, tested competitors spirits as they battled it out in the elements for the top spot. The cup is named after marketing legend Keith Norris, an avid golf fan and player of the sport since he came to New Zealand nearly 50 years ago. The honour comes as recognition of the many decades he’s survived, or as he says, thrived, in New Zealand’s marketing industry. Like any true Kiwi, Keith is humble about the accolade, but is proud of the opportunity to combine his two life passions, marketing and golf. “The values in golf and marketing are very similar, because in golf you keep your own score. It’s all about honesty and transparency and that’s the way I believe marketing…

When asked why she wanted to head into the marketing industry, Waikato-based 23-year-old Kelly Walsh, says it was something she aspired to get into but never thought she would be good at. As the Digital Marketing Coordinator at Globox, Kelly has free reign over the company’s social media and is brainstorming content ideas daily which she says is her favourite part of the job. But marketing wasn’t what Kelly had originally planned out for herself. Heading into university, her passion for sports and exercise had led her to study a Bachelor of Health, Sport and Human Performance degree. It wasn’t until she needed to choose an elective paper that she picked up a marketing introduction paper. “Within the first few classes I knew I had made the right decision. Everything…

The report, authored by Dr Merja Myllylahti and Dr Greg Treadwell, was based on the responses of 1,085 New Zealand adults (18 years of age or over) surveyed between February 22 and March 1, 2022, by Horizon Research. It found that during the period spanning 2020-22, people’s trust in the news dropped 10 percent. While 62 percent of New Zealanders trusted the news they consumed in 2020, by 2022 the figure had reduced to 52 percent. The most trusted news brand for 2022 was RNZ with a trust score of 6.2/10 while The Otago Daily Times was the second most trusted news brand with a score of 6/10 followed by TVNZ (5.9/10) and Newshub (5.8/10). The Spinoff and Newstalk ZB were the only two organisations included to maintain the same…

Sports and entertainment are one of the most direct paths for brands to become part of something bigger, to tap into culture, purpose, and passionate fan communities. With speakers: For more, visit marketing.org.nz/gamechanger/akl/2022 Karl Budge Commercial Director, SailGP Topic: Racing for purpose & sport Creating the world’s most sustainable & purpose-driven sports & entertainment platform Ridley Plumber Metaverse & NFT Project Manager, Tennis Australia International Keynote: Taking Australian Open into the Metaverse James Kyd Global Head of Brand Strategy and Marketing, Xero Topic: Using Fifa Women’s Football as a platform to support women, communities & small business Sam Ramlu Managing Director, Method Panellist: Digital Disruption in Sport Megan Compain Director, EightyOneX Panel Moderator: This Girl Can: Game-changing opportunities for brands in women’s sport Duane Mutu Founder & Director, Let’s Play Live…

The weather was once Kiwi’s go-to conversation starter, now it’s the cost of cheese or the price of petrol. And, when it comes to retail this is just the start as New Zealand grapples with the effects of war, a global pandemic, supply-chain issues, the cost of living, and the arrival of major players like Costco, IKEA, and Chemist Warehouse. However you look at it, retail in New Zealand is getting more complex to navigate by the day. In this article we explore some trends identified in our dentsu Shopper DNA: The Future of Retail research project. These are trends that marketers need to consider today and moving forward to respond to the rapidly changing retail landscape, and consumers’ evolving demand. DELIVERING UNDER SUPPLY CHAIN PRESSURE We all know buying…

In fact, NZ Post’s e-commerce Spotlight reveals many of the digital shopping habits consumers were forced to adopt over the last two years will become a permanent trend for brand engagement ongoing, with online shopping for the first quarter of this year up 31 percent from 2021, and up 86 percent on the same quarter in 2020. Despite shoppers turning to online channels, the store will continue to play a critical role in discovery, browsing, and shopping. According to Salesforce’s Connected Shopper Report, 57 percent of shoppers have purchased a product online to conveniently pick-up in store when it suits them in the last year, 29 percent have researched a product online while in-store, and 25 percent have scanned a QR code to learn more about a product. The challenge…

A client asked us recently if we’d be able to set a billboard on fire for their next campaign. Unfortunately, we told them, setting a million-dollar LED screen alight was outside the realms of possibility. Equally unfortunate though is that big, memorable ideas like this – even when unworkable – are the exception rather than the rule in the digital out of home (DOOH) space. To get the most out of a not-yet-entirelymature channel like DOOH, there are a few important considerations. And I’d argue that having media owners present during the creative briefing process is top of the list. First and foremost, our presence allows us the chance to assist agencies in helping to craft ideas formulated for all channels. I’m talking ideas big enough to make an impact,…

EightyOneBC is a unique consultancy combining data, insight and creative to tackle some of New Zealand’s biggest behavioural change challenges. Lead by Matt Benson, the EightyOneBC team includes Tracey Bridges as chair of EightyOne, Jason Wells CEO of DOT loves data, and Chris Bleackley executive creative director of EightyOne. For Matt, cofounder and director of the new consultancy, the launch was prompted by finding like-minded people with diverse skill sets and common goals to work with. “I’ve worked with Tracey Bridges over the years and to be honest I’ve always jumped at any chance to collaborate,” he says. “Her grasp of strategy, on what works, on the types of questions that need to be asked and her incredible empathy for those that ultimately benefit from change has always been an…

From the mid-1990s when emails became a genuine method of communication, ‘marketing automation’ meant a one-size-fitsall newsletter to a customer database. The ever-growing industry now encompasses endless automation and analytics for marketing, and is seen by many organisations as an essential business tool to understand their audiences. Platforms such as Salesforce, HubSpot and even tools like Google Analytics are streamlining processes and changing the way customers interact with brands. Kevin Doyle, Salesforce Regional Vice President, says the vision of the platform is taking moments and turning them into trusted customer relationships. “Marketing is no longer a silo. Today’s marketers have to nurture customer relationships and grow revenue for their businesses by connecting with the sales, customer services and commerce teams.” E-commerce, email and CRM data can all be integrated onto…

As consumers spend more time on social media, social commerce is evolving beyond being just a smart marketing tool, into a valuable extension of e-commerce. To help understand the significance of this rapidly growing platform and what it means for the industry, global data and measurement-driven media agency Essence has released the findings of its first-ever social commerce report. The report highlights the significant opportunity social commerce presents to brands, with three out of four people surveyed saying they are likely or highly likely to buy through social media in the future. It also forecasts that social commerce will account for 13 percent of total e-commerce sales in China this year and 41 percent of respondents worldwide have made purchases or intend to make purchases on social platforms. Although social…