Innholdsfortegnelse for November 2017 i NZ Marketing

A 2007 analysis of top football goalkeepers published in the Journal of Economic Psychology found the best strategy to save a penalty was to stay in the centre of the goal. If they could avoid the urge to lunge left or right, they had a 33 percent chance of making a save. And yet, the goalkeepers in the study stayed put only six percent of the time. The reason being that they felt compelled to act, even when they knew it wasn’t necessarily the best strategy. Lunging at least felt as though an effort was being made. Work is also like this. It’s easy to get pulled into the daily grind, poring over details on a glaring computer screen for hours on end without addressing any of the problems you…

Rookie Marketer of the Year brought to you by How did you get into marketing? What sparked your interest in getting involved in the industry? I first discovered my interest in marketing in my first year at Victoria University. We had this great lecturer called Martyn Gosling who was so passionate and liked to do everything a little differently. That was what sparked my curiosity and passion for the subject. I will always remember when I got to the end of that first year paper and was sitting in the exam. I opened the exam booklet and the first and only question was: “Imagine you are sitting in an airport and a CEO sits down next to you and asks you ‘What’s the point of marketing?’” It was worth 100…

Brand Extension/Innovation brought to you by Best partnership brought to you by The challenge Back in 2014, Steinlager was at the centre of a storm. Making up 52 percent of the market, mainstream beer was down 5.2 percent while the new kid on the block—craft beer—was growing by as much as 17.7 percent. Beer in general was also losing favour, with 68 percent of marginal drinkers reporting that they “didn’t like the taste of it”, and amid this was Steinlager, whose product was down by 8.2 percent. FMCG brought to you by Tokyo Dry became a galvanising force for Steinlager, striking at the heart of a generation who aspired to be citizens of the world. Lion also realised that for Steinlager, the generation gap had become a gaping hole. While…

The challenge Young drivers using mobile phones is one of the biggest causes of driver distraction resulting in accidents leading to death and serious injury. These drivers tend to ignore road safety measures and are difficult to engage with, especially for a public sector organisation like Auckland Transport (AT). Young people, by their very nature, take risks. So making behavioural changes within this group is an exceptionally difficult task. Significant numbers of drivers are regularly talking, texting and using smart phone technology while driving. Stopping this dangerous behaviour has been a major challenge facing AT. The response The problem, use of smartphones, is coincidentally the solution. AT figured out that harnessing the potential of digital and social media in an emotional way was the route to influencing young drivers. Additionally…

Not-for-Profit brought to you by The challenge In 2016, New Zealand’s building industry was in crisis. With a boom in construction, but a chronic shortage of construction apprentices, BCITO found itself flying in tradies from across the globe to meet the demand, a stop gap measure at best. Compounding this, feedback from the industry was that candidates coming through weren’t of a high enough standard. So, BCITO needed a way to hook potential apprentices, particularly school leavers, because New Zealand needed apprentices who were educated, up to the job and driven to succeed. The response Research with partner agencies hit upon the idea of a month-long campaign employing digital, social, traditional and earned media channels, something which represented a major gear shift for the conservative, not-for-profit, and government appointed body.…

“A lot of the work we do now in the consumer space has parallels with futurism,” says Kym Niblock as we sit down for a discussion about her new role as TVNZ’s chief product and information officer. “It’s about considering what we’re going to look like in 2020, 2030 or 2040 and how things are going to come together.” In her new role, Niblock now finds herself future-gazing again, looking at where consumers are likely to move in the future and making sure that TVNZ is in the right place to catch them when they relocate. “There’s no question that audiences are changing and that everything is fragmenting, and you can’t just treat everyone the same,” she says. “You now have to segment your audience and make your experience relevant…

Programmatic advertising is often reduced simply to the automated purchasing of banner ads and pre-roll videos across the internet. This is largely because this is where the technology started when it first hit the market. However, the space is quickly evolving and we’re steadily seeing the emergence of a range of new programmatic options that would pique the interest of even the savviest digital operator. As the dual forces of increased digitisation and rapidly advancing ad tech come together, it’s no longer a case of only buying banner ads with a simple click. Video games, outdoor ads, images and email now offer at least some level of automation—and we’re only just getting started. Acquire Online’s Zane Furtado says the programmatic space is evolving so quickly that specialists need to be…

SHAUN ROBINSON | Mental Health Foundation chief executive What’s the Mental Health Foundation doing about it? Talking about mental health can be a challenge, and that’s only heightened when it’s in the workplace. Mental Health Foundation chief executive Shaun Robinson offers some insight into mental health problems and what employers can do to help their staff. Are mental health problems becoming more common among workers? In New Zealand, one in five people over 16 years of age experience a mental health problem in any year and almost two in five adults have experienced a mental illness over their lifetime. In any workplace, there will be a range of mental health experiences across employees and this will change over time. In the past few years, we’ve seen a high level of…

$13 million more was spent oil, gas, energy and utilities advertising between FY2016 and FY2017, making it the fastest growing product category. $15 million less was spent by airlines, travel agents and websites between FY2016 and FY2017, making it the fastest declining product category. 1200 is the number of locations Giggle TV plans to roll out its screen-based advertising business. $431.1 million is the revenue reached by the interactive advertising in the first half of 2017. 58 percent of interactive advertising revenue comes from search. 5 percent of interactive advertising revenue comes from smartphones. $1.4 million was TVNZ’s net profit after tax for FY2017, down from $12.7 million in FY2016. $8 million is the profit achieved by NZME in the first half of this year.…

Supreme/Best Communications Strategy / Consumer Product and Service brought to you by To say the energy market is over-supplied would be an understatement. There are 35 power companies operating across New Zealand, all offering slight variations on exactly the same product. In light of this, the local market has come to be regarded as one of the most competitive in the world and this plays out with power companies adopting aggressive pricing strategies as they vie against each other for business. And as customers bounce from company to company in search of the best deal, annual industry churn has risen to an average of 20 percent per annum. Around a year ago, the marketing team behind Mercury Energy felt that they had to find a way to offer more than…

Best use of Customer Insight/Data brought to you by The challenge New Zealand’s health insurance market is extremely competitive, and with its independent, financial advisers demanding Sovereign become competitive or leave the health insurance category, the company knew it had to change. New Zealand has the third highest obesity rate in the OECD and one of the worst diabetes problems in the developed world, making health insurance a difficult environment in which to succeed. With price competition, high claims rates and new entrants joining the health insurance sector, the need to stand out is imperative. Company research was unequivocal in its findings. Providers were seen as homogenous and Kiwis were growing disenchanted, viewing health insurance as expensive and increasingly beyond reach. Policy lapse-rates were rising and total New Zealand policy…

Best Corporate Social Responsibility brought to you by “Karma,” says ethical drink manufacturer Karma Cola, “is our purpose and our business model”. “It’s our hero product, it’s the name of our company and it’s the foundation we’ve established to uphold and implement the values that underpin our company.” Those values are something it wears conspicuously on its sleeve and so far, it’s walking the talk admirably. For a start, Karma Cola buys its cola directly from farmers in Sierra Leone. Not only that, it pays another five cents from every bottle sold back into the Karma Cola Foundation, a fund created to help communities trade their way out of poverty and protect the rainforest the cola comes from. It’s currently the only cola company to give back to cola growers…

Technology brought to you by The challenge Many New Zealanders will remember the dramas of multiple security breaches and general platform instability that came with Telecom’s association with Yahoo email. Fast forward ten years and Spark has risen like a phoenix from the ashes of Telecom but Yahoo is just not good enough as an email platform. What to do? Things needed to change. But anyone who’s ever changed email suppliers knows how hard that change can be. Add to that the fact that many customers still remembered the months of email chaos when Telecom first moved to Yahoo, and they couldn’t afford for anything to go wrong. But Spark was up for the challenge. The response Spark chose SMX, considered to be the best in New Zealand and world-class,…

Hall of fame brought to you by She left the low-decile McAuley School at the age of 16, married at 19, became a mother at 21 and started her career in media when she called the editor of The South Auckland Gazette in 1974 and asked if she could write a freelance column. Always the early adopter, she then embraced content marketing and started selling – and writing – advertising features. At the age of 36, conscious that she still had no tertiary qualifications, she completed an MBA at the University of Auckland while still working full-time. As she says in her book A Woman’s Place: “My approach to life and business boils down to this. There are no shortcuts. No silver bullets.” Her first CEO role was at Radio…

I attended design school with the late Brent Chambers, a great guy and the talented owner of Flux Animation until his premature death late last year. Back then, he was constantly sketching people and thoughts as they came to him. One memorable example was captioned “man with a porpoise”. The man was clearly struggling to carry the slippery creature in his arms. A small group of us found this to be immensely funny. This sketch comes to mind as more marketers and their agencies work hard to add some sort of ‘purpose’ to their brand. Purpose should be the reason an organisation exists, evidenced best by the products or services for which it’s known – or wants to be known. It may need re-awakening and marketing (internally and externally) but…

Championing the practice of professional marketing The MA is very proud to support this event that acknowledges and rewards the very best marketing strategy and execution, and our marketing peers who are best in class. And thank you to all the judges for their time and effort - we enjoyed hosting you in our Parnell offices. Tony Mitchell CEO, Marketing Association of New Zealand Right now is arguably the most important time there has ever been for the marketing profession to play its part in New Zealand business success. Managing the exponential rate of digital transformation and the implications for customer experience, for most businesses, sits with marketing. We are seeing the creation of new roles in marketing designed to bridge the traditional gap between IT, customer service, sales and marketing.…

What does anxiety feel like? Anxiety is a different beast for everyone. Some people become anxious after being triggered by specific stimuli; for others (like me) the culprit can strike at any given moment, even when in a relaxing situation— though it’s more likely to hit when stressed or under pressure. Anxiety often comes hand-in-hand with other mental illnesses, such as depression. Anxiety is essentially our ‘flight or fight response’, designed to protect us when we are faced with a threat. So, my body responds the way it would when I feel fear. I normally experience a racing heart and heightened senses. Sounds that you’d normally think of as ‘white noise’ suddenly become louder, colours or reflections of light appear uncomfortably bright. I get tingling sensations and I often get…

Marketer of the Year brought to you by Ask a marketer what they’re most proud of in their careers and you’ll likely hear a tale about numbers and gains. For the AA’s general manager of membership and brand, Dougal Swift, that number is two and it describes the number of lives his initiatives have saved. It’s the result of the AA’s partnership with Specsavers to deliver a free eye exam to AA members. Had the partnership not existed, those two people wouldn’t have been tested and their life threatening conditions wouldn’t have been picked up. “If you think a marketing initiative you’ve done has resulted in someone’s life being saved, it’s a nice thing,” Swift says. The Specsavers partnership is one of many that have come into play since Swift…

The challenge Opening up about money is not something that comes comfortably to New Zealanders. In fact, according to Kiwibank, many would rather talk about their sex-lives than their finances, which could explain why the bank’s research found that 85 percent of Kiwis didn’t have enough financial education. Furthermore, 48 percent were worried about their debt levels, 54 percent were struggling to get on the property ladder and 56 percent were worried about the size of their mortgage. It sounds like a problem that could be attributed to a lack of financial tools or advice, but Kiwibank believes it truly comes down to procrastination and a lack of confidence. And with a purpose to make all Kiwis better off, it wanted to improve both that confidence and those statistics. But…

The challenge Whittaker’s ambition is to have the world loving world-class chocolate from Porirua. This is the core value of the Whittaker’s brand. It is a beans-to-bar company, controlling the whole manufacturing process, focusing on quality and honesty. It has a character that is bold, generous, inspired and nimble. The challenge to become a world-class chocolate company has at its heart, a desire to be the best at everything – the processes, the ingredients, the people, etc. This uncompromising approach is epitomised in the communications strategy. Whittaker’s has built a quality story in its advertising through Andrew and Brian Whittaker, Nigella and Beansto- Bar. The marketing has strengthened this with an online presence, especially on social media where the brand has over 750,000+ loyal brand advocates who share the company’s…

Media/Publishing brought to you by The challenge The Nelson Mail, a stalwart of 150 years, set out to bring people together by championing a local issue close to the hearts and minds o f its readers. New Zealand has the highest densities of German and common wasps in the world, and the Nelson-Tasman region has been declared the ‘wasp capital’ of New Zealand. Fairfax Media and the Nelson Mail partnered with the Department of Conservation to eradicate these two invasive wasp species using Vespex – a locally developed low toxicity, protein based bait, which is laid in bait sta tions in late January and early February. This is a tiny window when wasps change to a protein-based diet. The bait is sa fe for bees and pets. The response The…

Travel/Leisure brought to you by The challenge In 2015, the newly merged travel retailer, Stellar Travel and AOT Group, realised it had major problems. The group was losing market share to Flight Centre and House of Travel, Air New Zealand was increasingly active in retail and online was growing fast. The problems were compounded by the fact that while the competition could focus on building single cohesive brands, AOT needed to support two franchise brands, United Travel and Harvey World Travel. Worse still, the brands were increasingly perceived as ‘bit players’. Swift measures were needed, so the company made the decision to close its two historic brands and create a new one - Helloworld. “Our insight was that to become a challenger brand, we needed to be the category thought…

“JAMES BOND IS THE BEST EXAMPLE OF HOW BRANDS SHOULD EVOLVE.” SO SAID the illustrious elder statesman of great British advertising, John Hegarty, at this year’s Cannes Lions Festival. Evolving from twinkly-eyed delivery of titillating puns, to dead-eyed fatigue from years of suppressed inner turmoil. From preposterous villains to gangsters, hackers and terrorists. From pure fantasy to something altogether more credible. Our profession is experiencing tectonic change; imperceptible until you one day find yourself staring across a new passage of water at people who were unmistakably on your island a matter of months ago. And the change is not without a protagonist – it is that same sleek, alluring force that is driving social and cultural upheaval across the world: Technology. Brands are being relentlessly targeted by marketing-tech providers, and…

Here are just a few examples from the last two years alone: Deloitte Digital acquired full-service San Francisco advertising agency Heat last year and this year bought European-based creative agency Acne. PwC’s getting in on the action having acquired Swedish design agency Pond this year and Hong Kong creative agency Fluid last year. Closer to home Accenture bought Australian creative agency The Monkeys and design business Maud this year. While overseas, it purchased London-based independent agency Karmarama last year. And IBM’s showing the true magnitude of the trend as it acquired three online ad agencies in one week, including American digital agency Resource/Ammirati and German agencies Aperto and ecx.io.…

TVNZ has turned a once mothballed studio into a production facility designed for the future with the latest technical equipment and a versatile set to produce Duke’s live panel show Banter. And now the studio, called The Creators Space, will soon be used to bring to life the ideas of creative New Zealanders. Kindred explains that with the internet, TVNZ is no longer automatically the first port of call for local talent looking to get themselves out there. He says TVNZ hopes The Creators Space will draw them back in and make TVNZ the home of local talent. “This new space sets us up to make content in new ways with new people.” And adding to the appeal is there’s no cost to use the facility provided content creators use…

Senior investigations reporter for The Press Martin van Beynen was drawn into the case at Bain’s 2009 retrial and he decided the Bain story needed to be told one last time. He secured a book deal and spent two years writing and researching before the publisher pulled the plug. From van Beynen’s point of view it seemed there was no appetite for the Bain Family Murders. The book was destined for the bottom drawer, until it caught the attention of The Press editor, Joanna Norris, who says, “It was a compelling and beautifully told story with powerful new detail.” Black Hands captured the public’s attention reaching number one in New Zealand, Australia and the UK on the iTunes podcasts charts, resulting in more than 2 million episode downloads *. The…

As a team at a social media agency, it was great to hear that digital is now the largest recipient of advertising dollars, according to turnover data compiled by the New Zealand Advertising Standards Authority. Not only that, the World Internet Project New Zealand reports that two-thirds of Kiwi Internet users visit social media every day. That’s not a particularly surprising statistic; visit any home, workplace or public place and you’ll see plenty of us focused on our screens, interacting with our friends and whanau via one social network or another. But not all social networks are created equal. Here’s how the main players stack up in New Zealand, according to Nielsen Online Ratings: Facebook is New Zealand’s second most popular online destination (after Google Search) – and the place…

Why did you choose a career in marketing? I loved the idea of working in a discipline where the customer is at the heart of everything that you do. What is your proudest ‘marketing moment’? One would have to be the DNA and campaign work we have completed over the last 18 months at realestate.co.nz. Not only was it a great experience to shift the organisational focus to be customer led, but this piece of work has been recognised for a 2017 TVNZ Marketing Award. A lot of hard work goes into what you and your company does and it’s very rewarding to be recognised by your peers. What have you done recently to improve your customers’ experience with your brand/business? This is a really interesting question as I believe…

The big news for central region is a full-day Marketing Conference scheduled for 1 November in Wellington. The development group is in the final stages of confirming an exciting range of topics and speakers on real-world marketing challenges and solutions, with a focus on evidence-led success. Please save the date – the full details and programme are available on www.marketing.org.nz The engagement programme with VUW and Massey universities is growing, with a range of activities to help marketing students prepare themselves for the workforce. We held an industry panel session on 11 September and we’re also kicking off an extracurricular workshop programme with the marketing faculty to help students with skills such as critical thinking. We’re keen to get MA Members along to give students an industry perspective on the…

Like most businesses, updating and augmenting our customer (membership) data is a key priority for us so that we can keep in touch – ideally through the channels our members prefer. We’d love your help to do this. We have some exciting plans for the rest of the year and we want to make sure your team doesn’t miss out on being part of the action! If you think you’re a member, but aren’t getting regular communications from our team – please get in touch so we can update our data. debbie@marketing.org.nz A very warm welcome to some of our newest members who have joined in the last few weeks: • Novelli • Breast Cancer Foundation NZ • Panasonic NZ • Nautilus Estate • Niagara Healthcare NZ • Eastern Institute…

The last couple of months have been a busy time for the events team with the completion of the TVNZ NZ Marketing Awards judging which led to a fantastic celebration for all the finalists and winners at The Langham on 14 September. We also enjoyed welcoming three international speakers who joined our local lineup for the Direct Marketing Conference. Exclusively sponsored by New Zealand Post, the conference was enjoyed by over 150 marketers on a day filled with fun, inspirational and thought-provoking presentations. As we look to the next few months ahead, we will be wrapping up our 2017 conference schedule with our Marketing Today Conference in Wellington as well as our ever popular and very important Marketing Law half-day conference. Our call for entries for the NZ Direct Marketing…