Whether we like it or not, the age of digital marketing has changed the way budgets are spent and have given us no end of data to work with as far as results and accountability are concerned. It’s made a huge difference to how many of our clients plan their activity and is helping us build a great deal of wisdom as to how to provide well thought out recommendations.
With all the measurements that are in place – impressions, clicks, transactions etc. it’s still important to recognise the need for an emotional connection. And while it may be the best use of hard earned cash to invest in more measurable activity, we must never forget that there’s a role the heart plays in many purchase decisions. A connection between the brand and the heart is still very important. An impression is measured in the same way, regardless of whether it’s good or bad so we need to focus on the great ideas and excellent execution to ensure it’s the right impression. We also need to consider the place of how brands are promoted as we move away from more traditional options. Video content, websites, comms, story-telling vehicles are just some of the options alongside investment in the customer experience. It’s all about making the right impression on the heart so a deeper connection is formed.- Chris Williams
KingSt is very excited about a number of changes to how things roll for team Tauranga... Firstly a big welcome to Sally Hickson, who has hit the ground running in her role as Account Director. Sally returned to New Zealand in 2017 and brings with her loads of experience from previous roles as Content Director at Bohemia Media Group Sydney, Communications Manager at OMD Sydney and Public Relations Manager at Eleven PR. Across these agencies, Sally has worked on some great brands including PlayStation, Beam Global, NIVEA, McDonalds, Tourism Australia, Vodafone and Spotify, and we're thrilled to have her on board.
Also of note is the welcome return of Senior Account Manager, Delyse Dixon. She's been off doing the Mum thing with her two busy sons, and now she's back in the action at KingSt. Her hours are 8.30-4pm Monday to Thursday. Great to have you back on the crew Delyse.
With new members and busy-ness afoot, we needed a new space - welcome to Level 1, 287 Cameron Road (above Greenslade's Furniture). We're excited to have a bit of room for the necessary cat-swinging, open plan style and well-appointed meeting spaces. If you're Tauranga based, expect your next meeting to be at the new digs, we'd love to show you around.
We all have a budget, and a time frame, don't we? But increasingly, in a cluttered market of advertising, digital footprints and low start-up costs, how do we set ourselves apart from the rest?
Along with all the usual marketing disciplines; great ideas, solid brand strategy and vision, and cost effective targeting, more and more the devil is in the detail. Consumers are savvy, but it is often difficult for them to articulate what makes sense to them when they interact with a brand at all its touch points. You won't know about it until something doesn't align, at which point their voice will be strong and loud.
Ultimately this is about knowing what you're about - yes you do need a strategy - and ensuring it filters down into the little things... If your point of difference is a high level of professionalism and excellence, are your front of house staff greeting customers in a way that reflects that? If your offer is an experience, do all the experiences match, right down to all your facilities?
Does the voice you use on your Facebook match the way your receptionist speaks to a new caller?your tradies or factory workers tidy, clean and professional too? Does the paper you print your flyer on match the sustainable message you have in-market?
Sounds expensive right? Yes, it can be, and it does take planning and buy-in across all levels of your business. But you don't have to do it all at once, and if you do it right, with a purpose in mind, it will stand the test of time and be money well spent.
Do it once and do it well.
- Robyn Henwood
The latest campaign of the DairyNZ education programme is well underway with New Zealand’s favourite cow, Rosie, sharing stories about the many ways dairy touches Kiwi’s lives. Along with her new co-star, Nate Cunis, their journey is on route from grass to glass covering people, communities, products and the environment.
The first module, Good For Me, was focused on dairy products and their nutritional value, and the second module, Good for Us, can be seen on air this March. Nate and Rosie star in some moovies featuring all sorts of fun including kitchen antics where Nate puts together some of his favourite dishes and Rosie fills him in on the detail. Accompanying the videos, the campaigns include TV advertising, online advertising and the all-important competition. As always Rosie has an awesome prize pack, this time for two lucky winners!
To check out what Rosie and Nate have been up to and to find out more about the Dairy Doing Good campaigns visit rosiesworld.co.nz
Designers love a good identity project, and recently Senior Designer Dan Toth has been working on a brand new look for the newly named CBD Celebration Awards, put on by Hamilton Central Business Association.
It's great to discover and award the smart, innovative businesses that make up our city, and now the awards have the look to match. Nice work team!
Subscription Television has had a strong hold, in many forms, for a number of years now, both in NZ and overseas. While free-to-air still hold on to a core audience; Sky, Netflix or others' strength has and will always be in the quality of the content they make available. The consumer has to be convinced that this will be worth the monthly outgoing.
Sky has to make this play more than most, with full monthly subscription fees nearly 10 times that of the streaming competition. But it's hard to be an All Blacks fan if you can't watch a game, so we let the automatic payment play on.
However, the market for sporting rights just got a whole lot more interesting, with the big digital players bidding, and winning, the rights to sport in both US and the UK. Amazon Prime has added 40 streaming TV channels in the UK, including Eurosport where subscribers can watch the newly acquired Tennis ATP World Tour while in the US they now have the rights to 10 National Football League games. Assets traditionally owned by the respective Sky TV in those markets.
A sign of things to come, as the well funded digi-boys battle it out, Sky looks set to either go big or go home. This will be an interesting one to watch.