With the entry deadline for the 2024 YouTube-NZ Marketing Awards fast approaching on Friday April 26 (extension deadline May 3), we talk to Julian Smith, general manager global marketing of apple distributor Rockit Global on their big win from last year’s awards and why they’re encouraging other businesses to enter.
- What did you win?
We were delighted to win the New Zealand Marketing Team of the year, which meant a great deal to the entire business.
- What was it about your entry that stood out?
The entire Rockit Global team faced significant challenges in 2023, with Cyclone Gabrielle reducing our crop by 30 percent and many of our team, growers and investors impacted by the cyclone and its ongoing effects. We had 52 people missing after 10 days (who were subsequently accounted for) and we had to remodel the whole business, with marketing playing a leadership role.
Despite these challenges, we were able to turn the year around with 60 percent growth in global consumer followers, 18 percent increase in Rockit plantings, 20 percent growth in year-on-year trading revenue. We also increased our five-unit price from $3.13USD in 2022 to $3.55USD in 2023.
- How did winning help your company, your staff or your career?
Winning was a significant milestone for the company to demonstrate our resilience, and the role that marketing played across the entire business. We have an incredible team who were able to find clever ways to respond to the challenges, and to give our global customers confidence that we still had the world’s best apple brand – while continuing to grow our consumer brand with millions of consumers internationally.
- Would you recommend other brands, businesses and agencies enter the awards?
Yes. If you’re looking to measure your team and your performance, and to learn from other categories and businesses, it’s a great idea to enter and be a part of the New Zealand marketing industry. It’s also a fantastic way to share your story across the New Zealand business community.
- What are some of the major differences between these awards and other awards in the world of marcomms?
These awards are specifically for marketing teams and individuals who are looking to be associated and recognised with the very best in New Zealand marketing as a truly national award.
- What advice or recommendations do you give to other brands, businesses and agencies looking at entering the awards?
I sat at the 2022 awards and set a goal with our digital manager to enter more categories and awards in 2023. As a finalist in 2022, we learnt a lot from the other finalists and award winners despite not winning in any category.
I’d recommend ensuring the entry and effort is something that the business is looking to do, and get input from your CEO and Senior Leadership Team. Take the business on the journey by involving and celebrating with them at every step. For your marketing team, look at the awards as a way for the team to learn and be involved in the industry on behalf of the business.
- What did you love the most about being at the NZ Marketing Awards 2023 awards ceremony?
Unfortunately I was in Hong Kong; but our head of Marketing Communications, Anna Murray, and members from the team, across the business and our partners attended – showing that we are truly a team that can step up together. So for me, it was seeing Anna lead out the team and speak so well on behalf of the business at the event from afar in Hong Kong.
Find out more about the awards and enter here.
