Browsing: Marketing

Opinion
Stop shouting, start listening
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With less than a month until Christmas the festive retail market could best be described as challenging. The latest consumer confidence survey by ANZ – Roy Morgan suggests most consumers remain cautious about their spending plans this festive season. And, despite personal tax cuts, 38 percent of those surveyed in November said they were worse off financially than a year ago. So now, more than ever, it is essential that our advertising and marketing is effective.

News
Christmas advertising blitzkrieg begins, charities rail against crap gifts once again
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‘Tis the season to embarrass yourself at the workplace Christmas party. ‘Tis also the season to think about presents for your loved—or, if Secret Santa’s on offer, unloved—ones. And while it’s tempting to get everyone you know a life size cardboard of yourself, charities are making their annual call for us to resist our childish, consumerist urges and instead be more grown up in our approach to giving.

News
Gambling, sharks and rock’n’roll top tourism awards
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The people and businesses of the Garden City have endured trying times this year but they have at least one cause for celebration: Christchurch Casino took home the Air New Zealand supreme award at this year’s Tourism Industry Awards, while Kelly Tarlton’s was recognised for its innovative marketing campaigns and Rhythm and Vines took home the best festival/event tourism award.

News
Latest magazine houses mélange of glorious marketing delights
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The November/December edition of NZ Marketing magazine is out. And, as you’d expect from a title with such a name, it’s filled to the brim with what experts refer to as ‘essential marketing intelligence’, including the cover feature/call-to-arms that was written by three academics from the University of Waikato who detail why they feel the discipline is currently suffering from a ‘worldwide identity crisis’.

News
Survey shows dip in sales and marketing salaries
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The Auckland Chamber of Commerce has just released its 2010 salary survey and, given the economic events of the last few years, it’s not a huge surprise to find that Auckland business is still “running on lean” and—block your ears children—sales and marketing salaries have dropped. So check out the rates so you know whether you should cackle maniacally with Scrooge McDuck-esque glee as you roll about on your bed with wads of cash, or go crying to the boss about not getting paid enough.

News
Natureshop, enter me
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Online niche retailer Natureshop isn’t particularly well known in New Zealand. But in these modern and increasingly environmentally-conscious economic times, that doesn’t necessarily matter, because through a combination of extensive online marketing, high quality e-commerce websites and a focus on sustainability, it was named New Zealand’s fastest growing exporter, fastest growing retail or consumer products business and second-fastest growing company at the 10th annual Deloitte Fast 50 index.

News
iTry with my little eye something created by NZ Post Targeted Communications
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New Zealand Post has been in the news recently after announcing the arrival of ‘Localist’, a start-up directory business that aims to target Auckland’s small to medium sized businesses, where the local advertising market is thought to be worth around $600 million a year. Yellow responded to the threat with an $8 million investment and the promise of 100 new national sales roles. But away from all that excitement, New Zealand Post Targeted Communications has launched another marketing toy called iTRY, a digital-to-mail sampling solution that gives companies an opportunity to get their products and services into the hands of consumers to trial.

Opinion
Marketing design through design in marketing
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The Best Design Awards are recognised as the leading celebration of excellence in the design industry. And as the official awards of the New Zealand Designers’ Institute, it holds significant gravitas as an indicator of the current role that design is playing in the wider marketing landscape.

News
Summer lovin’ tourists in TNZ’s digital marketing sights
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As the well-known Queenstown saying goes: “It’s tourist season, but, sadly, you can’t shoot them”. And to try and further increase visitors over the upcoming summer boom time, Tourism New Zealand has launched a fresh marketing offensive in China and expanded its digital campaigns in Japan, USA, Canada, UK and Germany, all of which signify a marked change of strategy following the addition of digital specialists Amnesia Razorfish to its agency roster.

News
Legend of the SEEK: Helen Souness on knitting, testing and risk-taking
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Helen Souness is the Kiwi marketing director responsible for managing SEEK, the hugely successful online trans-Tasman employment brand. She’s based at the company’s Melbourne HQ but regularly returns to New Zealand to develop and test campaigns and jumped back across the ditch last week to host a series of local marketing workshops and forums for SEEK’s diverse bunch of large and small advertisers, where she provided plenty of insights around how it became a celebrated employer and consumer brand.

News
Fisher & Paykel looks inside to showcase its innovative streak
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Listen to any social media evangelist yabber on for a few minutes and you’re likely to hear the words honesty, authenticity and openness mentioned. The thing many of them seem to overlook is the fact that as long as there is competition, many companies will presumably continue to be dishonest, fake and secretive. After all, it’s what business was originally founded on (oh, and greed). There are exceptions, of course, and, to be fair, the rise of social media has forced a number of previously PR-driven, corporate speaky companies to get real with their customers. Which is a very roundabout way of getting to Fisher & Paykel’s new campaign, Inside Stories, a feelgood marketing initiative that aims to show what really goes on behind the scenes with stories that are told through the eyes of its staff, rather than through its appliances.

News
I am the new Dunedin
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Regional branding efforts and their associated tourism pushes often have a whiff of desperation about them. But there seems to have been a coming of age in New Zealand recently, with some solid and distinctly uncringeworthy new marketing initiatives from Wellington, Christchurch and, most recently, Dunedin, which has just launched its new brand with an outdoor and online campaign.

Opinion
Past tense/future perfect? Darren Woolley gazes into the global ad industry’s crystal ball
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Trinity P3’s founder and chief ‘pitch doctor’ Darren Woolley was one of more than 30 agency management consultants and search company representatives who attended the AdForum CEO Summit in New York last week and found out where the advertising industry was heading and how the agencies were taking it there. The consultants represented more than 530 agency searches each year, or the equivalent of $9 billion in billings, from marketers around the globe looking to find agencies with the right chemistry for their needs. And here’s what he learned from the six day conflab.

News
Would you like fries with that carbon-neutral meal deal?
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The fine folk of sunny seaside suburb Devonport can now buy a $20 ‘carbon neutral meal’ from their local New World supermarket, and CarboNZero’s marketing and communications manager Kathryn Hailes says this initiative is a long-overdue acknowledgment of the growing number of Kiwi consumers who are now more discerning about their purchasing decisions.

News
Air New Zealand invites you to come fly Rico’s innuendo-filled skies
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First it was naked staff. Then it was naked old ladies. Then it was blow up dolls. And the latest campaign from Air New Zealand to promote its new 777-300 planes, which take flight later this year, is also a bit raunchy, featuring as it does a budding travel author/furry lothario called Rico who has an entertainingly poor grasp of English and a talent for unintentional innuendo.

News
InGame says game on
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Recent research shows that gaming now takes up more of people’s time online than email, video and auctions combined. It’s certainly a fast growing and deeply engaging market, but it’s still often misunderstood. And Pursuit PR is aiming to change that and help organisations apply gaming’s engaging and persuasive powers to marketing, training and social change with InGame, which director Stephen Knightly is touting as New Zealand’s first video games consultancy.

Opinion
Tuning in to Twitter
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As someone who works on the strategic side of design, I’ve taken a keen interest in the rise of social media as a marketing tool. I’ve spent quite a bit of time reading up on other people’s experiences and on the various benefits they have had (or not). And for some, it would be useful to know when there will be regular conversations around a topic of interest to tune into. Just as with TV or radio, we should tune in at specific times when we know we will find relevant, interesting content.

News
Rentokil Initial establishes new, larger Republik
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After a successful five-year relationship with Rentokil Initial New Zealand and its appointment to the Australian pest control business 18 months ago, Freeman’s Bay indie Republik has impressed the powers that be enough to be appointed to take care of marketing strategy, creative development and media placement across the entire Asia Pacific region.

News
Is that a voucher in your pocket, or are you just pleased to see me?
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Way back in the mists of time, the number of vouchers redeemed by consumers was often seen as an indication of how effective a print ad had been. Since then vouchers have been put inside books, on dockets, in letterboxes and on the internet, each with varying degrees of success. But Auckland company POCKETvouchers claims to be improving the success rate—and efficiency—by sending discount deals to consumers’ mobile phones.

News
The futures market
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Mike Walsh is what’s known as a ‘futurist’. Somewhat disappointingly, he doesn’t wear a silver boiler suit, he doesn’t employ the services of a rocket pack and he doesn’t know if the Mayans are right about the world ending in 2012. But, by focusing on nascent consumer trends in certain regions that have the potential to become mainstream everywhere else, he does know a thing or two about how the rise of the machines is completely changing the marketing game. 

News
Art and sound collide as NZSO gets with the 2011 programme
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High culture is often seen as the exclusive domain of the rich, old and über-educated. And “stuffy” is the word Kirsten Leighs, an account director at design agency The Church, uses to describe the highfalutin image of the New Zealand Symphony Orchestra (NZSO) before 2009, when the two outfits started working together.

News
Charity or opportunism, that is the question
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We’re big fans of heated debates here at StopPress and a heated debate kicked off yesterday after the Christchurch earthquake relief efforts of t-shirt company Mr Vintage were pegged by Ana Samways in her NZ Herald Sideswipe column as a cynical marketing ploy to try and make a quick buck from the disaster.

Awards
Ask a good question, get a great answer
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The New Zealand Marketing Association’s RSVP & Nexus Awards is the only awards programme dedicated to celebrating marketing that demands a reply, stimulates a conversation or prompts some deeper brand involvement that leads to a measurable-response. And marketers, agencies, consultancies and suppliers who have been involved in the development of a project or campaign that demonstrates brilliance in response-driven marketing are asked to prepare their entries so they can be recognised as leading the way in New Zealand marketing.

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