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Keeping up with the trends

An oldie but a goodie, and a case study now presented in Universities worldwide, the “Raise your right hand” campaign by De Beers in 2003 responded to a declining trend in traditional weddings and proposals, and the resulting decline in engagement ring purchases, which was the bread and butter of the industry.

The campaign was clever, on trend, and inspiring for an increasing audience of independent women with strong incomes and ideas “Your left hand says ‘we’, Your right hand says ‘me’” brought meaning and identity to the notion of ‘how do we get women to buy themselves a ring?’. Consider how trends now are affecting our businesses, and how we can grow with the times, or as in this case, become an advocate for the change. As with most things, timing is of the essence.

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Could technology developed for safety end up being used for marketing?

Creating a safer passage for ambulances in Sweden to get to an emergency. We all know the situation where you suddenly get an emergency vehicle straight up behind you, straight in front of you, or out of the corner of your eye.  It’s a dangerous pathway they must take to get to the emergency at hand. Sweden is trialling a way to hijack people's radios in cars to let them know that an ambulance is coming their way, so they can pull over safety and let it pass. 

How does this relate to marketing you say. This sort of technology could over time be how a restaurant, store or business is able to shout out to you as you are driving towards or past. Just like how ‘FourSquare’ uses their location intelligence on your mobile phone (you have to download the app first), a business can locate and message the public when they are close by via their radio. 

But for the time being, I think it’s a great way to have safer roads for the ambulances to drive when heading to an emergency at high speed, as well as the general public getting more advance warning that a vehicle is heading their way. Maybe we could see this on the NZ roads soon.

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What we've been working on...

In late 2016, we helped the WaikatoDHB relaunch their online healthcare service, SmartHealth.

To date, the campaign has brought over 6000 people to the SmartHealth landing page and of those people who viewed the online sign-up form, 30% of people have completed it.

We think that it's a great initiative offered by the DHB and recommend that you check it out at www.smarthealth.org.nz

 

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It's Hamilton Gardens Festival Time

King St is a platinum sponsor of the Hamilton Gardens Festival. We've been doing this for nine years. We love it.

It's a big investment in head hours for us every year but it's also really worthwhile. Some guidelines we use when we assess sponsorships:

- A fit with our business - the festival is all about art and creativity so that was easy
- Opportunities for us to express ourselves creatively
- Professional people to work with
- Opportunities for networking and entertaining
- Opportunities for our team and their families
- Gaining strong coverage for our brand

The festival ticks all these boxes, plus a few more so we'll keep doing it for a while yet. Get along to an event, it's absolutely magic! www.hgaf.co.nz

Happy new year!!

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Word On The Street Newsletter - May 2016

Here’s a link to our latest showreel. There’s a wide range of material covering a good number of our clients. Really proud of this work – it represents an excellent snapshot of our creative ability along with our ability to work to all budget levels. If you want to be on the next showreel, give our talented team a call!


What is good design?

Can you really tell the difference between good design and bad? Images, colour, type, sound and motion all play with our senses and can convey different psychological messages. Sometimes the outcome can be pleasing and other times confusing. If we look at the detail of what determines a good video, website, brochure or online ad there are a few design principles to look out for:

  • Balance: The use of symmetry and asymmetry strikes a balance between type, image and negative space.

  • Harmony: It’s the pleasing feeling you get when all the elements work together.

  • Hierarchy: The ordering of elements from most important to least.

  • Simplicity: Keeping the number of elements to a minimum and the use of contrast (light vs dark).

All in all, good design should always attempt to be innovative and inspire the audience.


Risky Associations

As with all sponsorship or partnership arrangements, there is a risk that one party could tarnish another. The media have been all over The Bachelor's recent break-up, making fair mockery of a show about love, that has had a dismal result. So how do Michael Hill and Suzuki avoid the negative publicity? Everyone is watching you, what better opportunity to talk to your audience? The key is responding quick enough, being clever enough, and building on the attention. This ad 'news-jacks' in a relevant and clever way.

http://www.stuff.co.nz/business/industries/79941006/donald-trump-mocked-in-powershop-ad


Consolidation in the Media Industry

Following the possibility of a merger between APN and Fairfax, TVNZ also announced a deal with Stuff making their One News videos available across the site this month.

The collaboration is part of a strategy to meet the increasing demand for video content, and will be provided via the Stuff website and Apps.

It’s great to see publishers committed to making the news stories that matter most to New Zealanders accessible to as many viewers as possible. From an advertising point of view, any opportunity to increase the potential audience is a great boost to a campaign. The Stuff audience hit an all-time high of more than 2 million New Zealanders last month. Viewer response will determine the length of this collaboration, so time will tell if this integrated approach will be the start to other publishers sharing content and encouraging joint ventures.

KPEX (Kiwi Premium Advertising Exchange) will handle sales for the video content and the companies will share advertising revenue. KPEX was a joint venture launched in 2015 between TVNZ, NZME, Fairfax, and Mediaworks. It offers agencies like King St a programmatic option for purchasing online advertising inventory.


Overcoming the great organic reach crisis

Yes, it is a thing, and sure, there are bigger crises in the world (Donald Trump anyone?). But when your posts, tweets, updates or grams can’t get to your audience it’s a big, expensive problem.

So what do you do? Unfortunately, you will need to spend some money promoting and boosting your social media activity. There’s no getting around that.

But there are other options. Add hashtags to your campaigns. They are a great way to categorise your content, create relevance, and get your business in front of people who otherwise wouldn’t see your content. Believe it or not people do trawl through #coffeeselfie.

Another option is tagging associated businesses and organisations in your content. This opens the potential for access to a like-minded follower base who might happily engage with your social activity and page.

If you would like tips or advice on how to promote your business through social media, get in touch.


Gold medal in packaging design

Trevelyan’s Pack and Cool Ltd together with KingSt developed a new box this year for packing avocados under the BayFarms brand for supply to fruit and vegetable retailers and wholesalers around New Zealand.

The eye-catching box, designed by King St, has just been named a gold medal winner at the ‘Pride In Print’ annual national awards in the packaging category.  

The aim was to design a box that felt authentic, familiar and trustworthy. “We wanted to create that farmers' market look and give people a sense of the fresh, high-quality fruit that is waiting inside.”

As well as avocados, similar boxes are being developed by King St for other Trevelyan’s fruit. 


Tongue of the Dog unveiled

King St are proud to be involved in the artistic improvement of Hamilton City, by creating the promotional material for the latest MESH Sculpture Hamilton installation. The newly erected sculpture ’Tongue of the Dog' by Michael Parekowhai was unveiled last week at the South end of Victoria Street. 

You may recognise the use of mathematical Cuisenaire Rods, your kids could make one at home!


Another King St Live Performance

Here's another great example of website design from the KingSt team for Clarence St Theatre. Check it out here; http://www.clarencesttheatre.co.nz/


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