Six New Year's resolutions marketers should make in 2017

  • Voices
  • January 19, 2017
  • Dean Taylor
Six New Year's resolutions marketers should make in 2017

Having a Christmas break is great; it gives you perspective and clarity. Like many people, I spent time with my kids enjoying how they see the world and sharing a rather splendid campervan with them (note to self: this is a once-a-year activity with toddlers).

Getting out beyond the corporate bubble and workaday banter really gives you the ability to see the idiocy of it all. So I wanted to get this article out before those thoughts had faded and I returned to the Orwellian marketing machine that we seem to think is okay.

When you chat to people at the beach, the pub or a café, no one talks about fancy pants brand terminology. They certainly don’t care about the $100k packaging redesign that took a year and was intellectualised so much, the New York Times had to be called to witness its greatness.

Listening and chatting to a diverse range of people should give us the best ideas and insights. After all, we are simply trying to persuade people to buy our products and remain loyal through an interesting and mutually rewarding chat. So why do we make it so complicated and hard?

Here are six common sense marketing resolutions for 2017, in no particular order.

1. Stop speaking like a marketer

This is the quickest way to alienate the very audience you are trying to persuade. Yes we know the product is ‘super good’ and has fascinating ‘product attributes’.  But guess what, the people who really care about these facts are not the punters. And while we love to throw around jargon and wanky buzzwords, who are these even for? There seems to be a formality to most copy that would not be lost at the Queen’s garden party. Now, I am not saying you should go all ‘Donald Trump rally speak,’ but there has to be a way of letting go so that you can have a conversational tone that people relate to.

Don’t underestimate the influence of millennial culture here, and remember the upper levels of these guys are now hitting 35 so the media conversation and tone resides with them, not One News.

2. Embrace your role as an entertainer

What gift are you bringing to this marketing deal? You want them to buy from you, so what are you giving in exchange? Let’s be honest, if your plan is to interrupt their favourite show or take over their favourite webpage, it’s not off to a good start. You must entertain. This immediately says you are bringing something to the party and therefore you are worth listening to and worth liking, loving even. Put serious thought into your story and how it will appeal. It may be that you are funny, moving, full of hope or even interactive. Don’t just start selling. Tease your viewers, give them some foreplay. Respect your audience and they will respect you back, which will help the longevity of your campaigns.

3. Remember, what you are selling is not what people are buying?

So, you might be selling insurance, finance, personal loans or this year’s latest chocolate biscuit. Do you really think people are buying these? We care about our families and ourselves. When we buy things that will emotionally make these two things better it will make us feel happier and more fulfilled (not just with choccy biccies). People want more time with their kids, less worry, being a better mum and being a better dad (I am always striving for this one). So spend some decent thinking time to ask the question: 'what are people really buying from you?' The answers might surprise you.

4. Keep your messaging succinct

People do not want to study every facet of what you have to offer to get to the point. Say one thing and say it well in a compelling story. Dead simple.

5. Keep in mind that talking a lot on social doesn’t automatically make you interesting

Ever been at a party when someone simply drones on and talks about nothing? Now, check your social strategy and see if you are ‘that guy’ or ‘that girl’. Nobody likes it. Do less better, make a great video, use the medium well, think through your responses and, above all, have something relevant to say to the environment you are in.

6. Spend less time on the road

Over the last few years, marketers have spent so much time bouncing from specialist to specialist to specialist, each of which are peddling some new variation of digital snake oil. We don't live in the early stages of digital any longer. The industry has wisened up and you can now get what you need in one place, be it media, creative or digital expertise. You don't have to be a travelling salesperson if you don't want to. 

I wish you all a hugely prosperous and compelling 2017 with your customers.

  • Dean Taylor is the managing director at Contagion.  

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold
features

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold

Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.

Ogilvy's senior line up changes with chief creative officer and executive creative directors

  • Advertising
  • September 20, 2018
  • StopPress Team
Ogilvy's senior line up changes with chief creative officer and executive creative directors

Ogilvy has announced a number of senior moves, with Regan Grafton promoted to the role of chief creative officer while Lisa Fedyszyn and Jonathan McMahon become joint executive creative directors.

Read more

Radio survey: total audience tuning into radio waves remains stable

  • Media
  • September 20, 2018
  • StopPress Team
Radio survey: total audience tuning into radio waves remains stable

Its radio survey time again and in the third round for 2018, 3.66 million New Zealanders have been found to listen to radio each week, with The Edge seeing the biggest audience.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Colleen Ryan: from wolf whistles to Ritson and Sharp

  • Voices
  • September 20, 2018
  • Colleen Ryan
Colleen Ryan: from wolf whistles to Ritson and Sharp

TRA partner Colleen Ryan takes a final look at the Byron Sharp versus Mark Ritson debate, looking at the power of remembering a well-marketed brand.

Read more
The art of story finding
Sponsored content

The art of story finding

There’s some often cited research that says we’re 22 times more likely to recall a story than we are a fact. But when you’re dealing in branded content, perhaps a more useful way to consider this information is that we’re 22 times more likely to recall a fact when it’s wrapped in a story. In this episode, we’re looking at how to put your audience at the centre of your story and letting them experience your brand for themselves.

voices

My Food Bag cooks up August's Ad Impact Award winner

  • Advertising
  • September 20, 2018
  • StopPress Team
My Food Bag cooks up August's Ad Impact Award winner

With a change of season upon us, August saw a new range of TVCs being tested. While there were plenty on show, it was My Food Bag with its 'Dinner Makes Families' TVC by Saatchi & Saatchi that picked up the Colmar Brunton Ad Impact Award.

Read more
A New Zealand Original: Streaming services embrace in-house content
features

A New Zealand Original: Streaming services embrace in-house content

As online streaming services slowly replace broadcast television as the preferred way to watch TV, the ways in which content is developed are also changing. Streaming services are boasting ‘original’ content, with the banner, ‘Netflix Original’, becoming synonymous with edgy or ground-breaking content, created free from the bounds of traditional broadcast media. Now, slowly but surely, Lightbox is getting in the game.

#suffrage125: How media and brands are celebrating New Zealand's historic move – UPDATED

  • Advertising
  • September 19, 2018
  • StopPress Team
#suffrage125: How media and brands are celebrating New Zealand's historic move – UPDATED

Today is a proud day for New Zealand as we celebrate 125 years of women’s suffrage in New Zealand. StopPress looked around to see what media and brands in Aotearoa did to mark the occasion.

Read more

Changing faces of women in advertising

  • Voices
  • September 19, 2018
  • Georgia Middleton
Changing faces of women in advertising

It’s 2018. That’s 125 years since women in New Zealand have been recognised as equals in the eyes of democracy. But what’s the story of equality in advertising? It doesn’t take much research to find articles about the changing faces of women in advertising – and yes, things are changing. But the casual sexism, the call-outs and the cover-ups have sparked a different kind of debate. Is misogynistic advertising a thing of the past, or do seeds of it still exist? To answer that, I’ve looked at different portrayals of women to see how things were then…and now.

Read more

Sharks and lightning: expect the unexpected in LifeDirect's new campaign

  • Advertising
  • September 18, 2018
  • StopPress Team
Sharks and lightning: expect the unexpected in LifeDirect's new campaign

Following the sad demise of mascot Simon the sloth, LifeDirect by Trade Me has gone for the humourously unexpected in its newest brand campaign by Y&R.

Read more

What's your mark of progress? ASB showcases its customers' stories

  • Advertising
  • September 18, 2018
  • StopPress Team
What's your mark of progress? ASB showcases its customers' stories

ASB has launched another round of its business banking campaign with True, and this time it's put the spotlight on its customers, with Pic’s Peanut Butter, Burger Burger, Farmlands and others sharing their business progress.

Read more

Ads of the week: 18 September

  • TVC of the week
  • September 18, 2018
  • StopPress Team
Ads of the week: 18 September

ASB, LifeDirect and Phloe show us how it's done.

Read more

Social enterprise shows how VR can save New Zealand's endangered birds

  • Technology
  • September 18, 2018
  • Elly Strang
Social enterprise shows how VR can save New Zealand's endangered birds

For Conservation Week this week, social enterprise Squawk Squad and virtual reality studio M Theory have joined forces to go into the classroom and get children excited about saving New Zealand’s native birds through VR technology. The experience takes the viewer through a forest journey alongside a robin bird, who encountering friends and predators along the way.

Read more
Follow the money, part three: Where New Zealand's news media is finding pots of funding gold
features

Follow the money, part three: Where New Zealand's news media is finding pots of funding gold

Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.

NZME secures eight News Media Awards in Australia: News Corp leads winners

  • Awards
  • September 17, 2018
  • StopPress Team
NZME secures eight News Media Awards in Australia: News Corp leads winners

NZME was the most successful New Zealand brand at the News Media Awards in Sydney last week, with News Corp topping the honours taking home 2018 News Brand of the Year.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit