Innholdsfortegnelse for Issue 67 2021 i NZ Marketing

WHO IS BASELINE? Baseline is an end-to-end strategy, design and production studio, as well as specialists in complex logistics delivering influencer kits, branded experiences, and large-scale promotions around New Zealand. Good design and thinking is at the heart of what we do – we strive every day to make good ideas reality. WHAT’S THE STARTING POINT FOR GOOD DESIGN? Although a shared ambition and understanding of the challenges is key, I love working with founders and senior executives who’re driven by purpose – for themselves and their people. With design-thinking tools, we can help define and express this in a compelling way. HOW DOES GOOD STRATEGY TRANSLATE INTO GREAT DESIGN? Great design is everything we say and do, establishing the foundations and ensuring everything fits together and is true to…

What does ‘strategy’ mean at your agency? Donna McCort: It’s definitely not our favourite word because it’s so blurry – it means different things to people in different business and marketing areas. But in our world, strategy’s about brand positioning. It’s the process of finding out what your story is. It’s pretty incredible how many businesses can’t articulate what they stand for and what their difference is. And yet, it’s arguably the most important piece of the puzzle. Annie Dow: And this is where the rubber hits the road, really. Some clients come to us with their strategy and it’s not distinctive and unclear, saying most of the same things using the same words every other competitor uses. It’s our job as an agency partner to help them refine this…

At its simplest and most powerful, brand strategy is the acknowledgement that you’re in a relationship with your customer, one they can leave if they’re not being satisfied. If customers are looking for a deeper connection, how do businesses move from casual flirtation to lasting love? From data to dating: it’s a match If you’ve ever used a dating app, you’ll know how statistics and data are used to help people filter through profiles that meet their selection criteria. It’s enough to arouse interest in a potential connection, but no one ever ran off into the sunset on numbers alone. That’s why smart brand strategies take a more holistic view of data, layering any insight with empathy and human context to enable better decision-making. Rules of engagement: finding that common…

WHAT’S THE MEDIACOM PHILOSOPHY? Knowing that clients increasingly crave great strategic advice, at MediaCom, our vision of ‘Seeing the Bigger Picture’, drives everything we do. It means we have broader, deeper conversations with our clients – conversations that go beyond media to encompass all of their marketing activity. It means we truly understand their businesses and plan for growth opportunities within their entire communication system. Our agency is wholly geared towards our clients’ future business growth, and ‘Seeing the Bigger Picture’ means we aim to deliver results for them in both the short and the long term, helping them with everything from brand health to e-commerce. We do this along three major axes: 1. Being as acclaimed for our data-led and digital work as we are for building brands, comms…

To successfully reaffirm Hilux’s place as the number-one ute in Kiwis’ hearts, Toyota turned to long-standing, trusted partner Saatchi & Saatchi to pull off a multi-channel campaign that received phenomenal love right from its launch. Thanks to a relationship spanning more than 25 years, Saatchi & Saatchi New Zealand deeply understand the Toyota brand. Knowing the legacy that Hilux has to live up to within Kiwi culture, and with a strong brief from Toyota including the need to “own the barbecue conversation”, to herald the arrival of the powerful new 2021 Hilux, they were tasked with reclaiming Hilux’s spot as the country’s number-one ute. The Hilux brand has been synonymous with the word ‘ute’ for generations, but in the past decade, there has been a real shift as the category…

Now more than ever, businesses must make the most of every advantage they have. But too often, companies leave their data (one of their greatest assets) underutilised as they wait for it to be in a perfect state before unleashing the opportunity to use it in a way that’s relevant for their customers. Simply put, no business has perfect data, and your business certainly isn’t the only one to grapple with these siloed, complex and oft-broken technology solutions. Marketers and IT departments seem to have a perpetual fear that everyone else has their data in a better state, and that the ability to be relevant and impactful is restricted by the lack of the latest piece of tech that’ll bring their data to life. Best-in-class martech is not the only…

We asked our respondents to select the maturity levels that best apply to their organisation post-pandemic and where they want to be in 12 months. FIGURE 1: ANALYTICS MATURITY POST-PANDEMIC AND PLANNED NEXT 12 MONTHS 63 percent of respondents say they don’t have the technical implementation resources, experienced analysts and data architects, and neither do they have sufficient business users empowered and experienced in datadriven decision-making methodologies, which may present a challenge for the planned improvements. Encouragingly, and classified by the analytics maturity curve as a Level 2 activity, 74 percent of respondents have very clear business objectives that are measured by structured key performance indicators (KPIs) designed to quantify success or failure. From Figure 1, it’s clear that most respondents are at levels 0-3 post-pandemic but hope to achieve…

We want to understand what tools marketers in New Zealand are using, how they’re using them and whether they’re getting value from them. FIGURE 5: TOP 10 MOST USED TOOLS BY STAR RATING THE MOST FAMILIAR TOOLS USED ARE: 1. Google Analytics – Universal2. Google Tag Manager3. Salesforce4. Google Analytics 45. Data Studio6. Mailchimp7. Campaign Monitor8. Tableau9. HubSpot10. Marketo. The highest-rated tools are Google Tag Manager, Salesforce, Google Analytics – Universal and the newly released Google Analytics 4. It should be noted that the Google tools are primarily free. THE TOP 5 UNKNOWN TOOLS IN THE LIST ARE: 1. Tealeaf – experience analytics2. Matomo (formerly Piwik) – alternative web analytics3. Redshift – data warehousing4. BigQuery – data warehousing5. Snowflake – data warehousing. We were surprised to see a mixed to…

Known as cross-platform or multi-platform publishing, posting content on several channels in order to reach the greatest number of people has come to the fore with the recent content-sharing agreements between tech giants Google, Verizon and Facebook, and publishers including NZ Herald, Stuff, School Road and others. This has highlighted the importance marketers place on maximising their content exposure, though there do appear to be concerns over native content crossing over into mainstream publishing, with quality and reputation of publishers at stake. In August 2020, news organisation Stuff announced a content-partnership agreement with online magazine Capsule, advising that Stuff would publish the magazine’s content across its platforms. A curated collection of “smart reads and reliable rants”, Capsule was set up by former print-magazine editors Kelly Bertrand, Emma Clifton, Alice O’Connell…

It was March 2020, Uno Loco was having a record year, and we were looking forward to celebrating. But Covid-19 was on our doorstep, and we realised the events game was about to change – possibly forever. One of our mentors, a highly successful property developer, was succinct in his feedback. “You’re fu*ked,” he told us, which wasn’t an unreasonable assumption about a company for which 70 percent of revenue came from large-scale gatherings. Yet we’re still here more than a year later, and we’re much stronger and more diverse than we were pre-Covid. Through necessity, we adapted, practicing what strategists call strategic resilience – the practice of thinking forward while leading through turbulence. We made some genuinely tough calls. No one could meet, or wanted to meet given the…

NZ Marketing is part of a portfolio of business titles owned by ICG Media, including StopPress, Idealog and The Register. Our team may be small, but we’re a nimble bunch who reach a combined audience of more than 200,000 per month* across our various print, digital and event channels. Introducing a few of our fantastic staffers… * Magazine 360º data, April 2021. COMMERCIAL MANAGER VERNENE MEDCALF Once upon a time, during my search for an exciting career, a family friend advised me to “find a job in advertising – it’s the most fun you can have with your clothes on”. I did precisely that and never looked back. The ad industry is the opposite of boring, which suits me to a T. I worked in agencies in Johannesburg, then switched…

More and more is being understood about the human mind and what drives purchasing behaviour and brand choice. These learnings are being used by more marketers and design agencies in developing packaging design that works hard on the shelf. Although consumers think they can rationalise their purchases, believing they’ve thought every one of them through, in reality most are driven by the non-conscious (or doing) mind. This is the system that uses memories and intuition and results in habitual purchasing behaviour, particularly when it comes to low-value purchase occasions, such as FMCG products. When buying dishwashing liquid, how often do you stop to research all the available options versus grabbing the one you bought last time? It’s the one you know and can easily recognise, the one you put in…

WHAT DOES THE WORD ‘STRATEGY’ MEAN AT FCB NEW ZEALAND? ANNE LIPSHAM: I’ve always liked this simple definition: ‘Understanding where you are now, where you need to get to and plotting a path between the two’. Whatever discipline you represent, this shouldn’t fundamentally change – we should all be working toward the same shared ambition, with our own filter. For example, when we’re looking at media connections, we’re looking at how the right combination of message and moment can persuade audiences down the right path. WHAT’S YOUR ROLE IN DELIVERING STRATEGIC THINKING AND PLANNING? ANNE: The essence of strategy is choosing what not to do. Keeping focused along the [aforementioned] path to success is key, so in a media industry obsessed with new and shiny, what we say no to…

‘We fly for you’ – that’s the simple message behind Air New Zealand’s latest brand campaign which launched in May when the national carrier entered a new phase of quarantine-free regional travel. The brand ad firmly places the customer in the cockpit as the business takes flight with its reimagined strategy ‘Survive, revive and thrive’. Forced on the airline as a result of Covid-19, it’s a strategy that’s been almost a year in the making, and one that, according to General Manager Brand & Marketing Jeremy O’Brien, is being billed as much more than a tagline or ad campaign, going back to the core values of the brand as it looks to rebuild from the ground up. THE GROUNDING Rewind 15 months and you can imagine the impact the pandemic…

How does ReachMedia evolve to remain the industry leader? We already have a rock-solid, data-led letterbox solution that’s consistently enhanced as new data sources become available. We’re always asking, “What’s next?” and looking at how we can better improve our clients’ ROI, better utilise our proprietary data capability and provide complementary offline/online solutions to ensure our customers are reaching their customers, irrespective of the media channel – a true multi-channel approach. What are some of the unique benefits of ReachMedia Digital? We’ve created one of the largest data pools in the New Zealand market, which allows us to truly understand our customers’ needs and provide the data smarts to ensure there’s minimal wastage when running a campaign, be it letterbox or digital. Being a data-led company, we can provide our…

Co-founded in 2012 by Cornelius and Linda Boertjens, consultancy Catchi is a digital optimisation and conversion specialist, offering a highly datafocused approach to digital marketing analytics. Though originally focusing on conversion rate optimisation (CRO), in recent years it has evolved into a sophisticated, data-driven optimisation outfit that counts major national organisations such as Countdown, My Food Bag, ASB and Air New Zealand among its clients. For the past three years, Les Mills has been among them too. Founded in New Zealand in 1968 by four-time Olympian Les Mills, the company is a global leader in group fitness, with 140,000 instructors teaching its programmes across 21,000 gyms in 100-plus countries worldwide. Catchi initially focused on using analytical tracking to bring greater visibility to Les Mills’ customer-acquisition journey, targeting would-be consumers searching…

We want to understand who the biggest winners and losers are in the recent shift to digital. FIGURE 2: 73 PERCENT AGREED WITH THE STATEMENT ‘WE WERE PREPARED AND PLANNING FOR A DIGITAL SHIFT’ Our lives have been disrupted like never before, and the downstream effect of that has resulted in a big year for digital marketing. Our results showed that the pandemic has led to an increase in both revenue and profitability. 47 percent of respondents agreed with the statement, with only 11 percent somewhat disagreeing. FIGURE 3: 61 PERCENT AGREED THAT ‘OUR BUSINESS MODEL HAS/WILL CHANGE DRAMATICALLY POST-PANDEMIC’ When asked how the pandemic changed the way in which they approach their digital marketing, respondents said they’re planning investment in analytics foundations and digital shift over other previous areas,…

Most respondents (89 percent) said they plan to invest more in marketing analytics/measurement tools over the next 12 months. FIGURE 6: HOW LIKELY ARE YOU TO INCREASE YOUR INVESTMENT IN THESE TOOLS IN THE NEXT 12 MONTHS? The most sought-after tools are: 1. Marketing analytics/measurement tools.2. Marketing automation.3. Video marketing tools. The least likely areas of investment are voice technology and artificial intelligence, with a mixed response for social marketing tools. WHEN ASKED WHAT THEY HOPE TO ACHIEVE, RESPONDENTS SAID: “We plan to develop customer loyalty and retention strategies that delight buyers” – 84 percent. “We plan to create scalable and efficient customer acquisition and growth through better use of data” – 84 percent. EXECUTIVE SUMMARY Managing Director at Absolute Analytics Mark McKenzie says the results highlight and support several…

Countdown’s new stand-alone media business Cartology is a response to the changing retail and media landscape that Countdown and its supplier partners are trying to navigate. With insights from 150 million transactions per year and the ability to reach three million customers a week through personally relevant messages, it’s helping brands create real customer impact. SO HOW DID CARTOLOGY COME ABOUT? Customers have more information through more channels and more ways to act on it than ever before, and they’re in control. Time spent with mobile has now surpassed time spent with TV and as a result, shopping behaviours are changing as customers are more and more digitally enabled. All of this optionality is great for consumers, but it means that their available time is finite. For a brand, the…

“Half the money I spend on advertising is wasted – I just don’t know which half.” It’s a good and enduring line. And whether you attribute it to US retail pioneer John Wanamaker or UK industrialist Lord Leverhulme, chances are every marketer has had their nose rubbed in it at least once. But it’s also a line that’s no longer true. Thanks to a solid and growing body of evidence, we’ve entered an era when it’s possible to make marketing highly measurable. However, leading authorities on advertising effectiveness, such as Peter Field, Rob Brittain, Les Binet and Mark Ritson, have made some startling discoveries – and not all fit the accepted narrative of the internet age. Over the past decade, we’ve seen an increasing number of marketers shift their focus…

With the internet at our fingertips, it’s never been easier to for us research and compare products and service specs, price and value for money. As more than one expert touts, it’s now about offering the right service at the right time at the right place. But are they right? What’s struck me as I’ve read and listened to these views is that they’re making vast generalisations, sweeping statements that are intended to cover every possible interaction a business might have with its customers. As a leader of a customer-intelligence agency who’s worked with hundreds of clients across dozens of industries, I’m always sceptical of absolute truths when it comes to business insights. To be clear, in many instances, the experts are right: there is no customer loyalty. It’s more…

CATALYST FOR CHANGE EightyOne strategist Brendan Sturrock asks, “Who wants normal anyway?” Coming back to Aotearoa from the UK has been like stepping through the proverbial looking glass. I’m able to enjoy all the freedoms I missed while stuck in revolving lockdowns, the things I used to take for granted, like having a chat over a meal or a drink with mates, packing the kids off to school, popping to the shops on a whim. Then there are the things I didn’t think I’d miss so much, like working with smart, like-minded people in an actual office while wearing appropriate clothes. But even though we know we’re creatures of habit – it’s surprising to see how quickly we settle back into the familiar ways of doing things. And there lies…

def: (n). strategy - a plan of action designed to achieve a long-term or overall aim. A recent NZ Marketing survey of senior marketers points to strategy being an issue that both they and their creative partners grapple with. This as marketers are increasingly looking to creative and media planners to help turn high-level strategic objectives into marketing outputs that grow their brands. Marketers tell us that they want more strategic planning and implementation and deeper business thinking, along with better consumer insights and creative thinking. But what exactly informs this strategic thinking? Who gets to decide on it? How does business strategy translate to marketing output? Does the word mean different things to different people in an organisation (or even between organisations)? And how do organisations ensure everyone is…

DANIEL, WHAT IS ADA EXACTLY? Ada is a tool we’ve developed that provides businesses with a whole new layer of insight into customers through understanding their transactional behaviour, including how and where they’re spending their money. By combining Paymark’s EFTPOS transaction data – the largest of its kind in New Zealand, with over 1 billion transactions a year – with Perceptive’s data science and visualisation capabilities, we’ve created a powerful intelligence tool that allows businesses to explore and analyse how their customers spend with them and in their category, through a self-service dashboard complete with the ability to drill into and analyse the data in real time. WHY IS IT CRITICAL FOR BUSINESSES TO BUILD THEIR INTELLIGENCE? A recent study by Forbes Insights highlighted that 85 percent of companies that…

WHO IS NV INTERACTIVE? NV is a design-led digital agency based in New Zealand and also working globally. We use a combination of creativity and intelligence to craft meaningful digital experiences to solve our client’s problems and connect them to their users. Our work spans more than two decades, and includes digital branding and user-experience design through to end-to-end web and app development. Each project is different, but our approach is well-proven – and the results speak for themselves. WHAT DO YOU THINK MAKES FOR A WELL-CRAFTED DIGITAL EXPERIENCE? Our focus on user-centred design plays a central role in everything we do. It starts with gaining a deep understanding of what users are looking for and need, to ensure we meet or exceed these expectations. In part, this relies on…

Underlying the growing cries from client-side marketers seeking more strategic support and input from their agency partners, there seems to be an issue with the under-delivery of strategic input. If marketers aren’t getting the required strategic support when agency partners have the capability to deliver it, they need to reconsider why that is, and that starts with how they approach deploying their resources. Agency partners are fundamentally the resource of the in-house marketer, whose role it is to allocate resources to maximise the return. When marketers fail to deploy the strategic skill sets of their agencies, they face a basic problem of not maximising ROI from one of their critical resources. As is the case with many commercial problems faced by an organisation, solutions are generated when we divide the…

HOW ANALYTICALLY MA TURE IS YOUR DIGIT AL MARKETING? When it comes to digital marketing strategy, there have been many changes in the past year regarding the way in which marketers interact with, collect and manage customer data. Think Covid-19 and the drive towards digital marketing, for instance. A recent study by Bank of America and Forrester revealed that e-commerce jumped to a 33 percent market share from 16 percent in 2019. That’s 10 years of predicted growth in three months. If you’re a brand or retailer, you’re still probably suffering from the whiplash this caused to your marketing plans, stores and website. Had marketers seen it coming, how much would they have invested in their digital presence and infrastructure? During this time, customers have also wanted more personalisation, while…

We want to understand what proportion of marketers in New Zealand are likely to be affected by the loss of third-party cookies, and who has a workable strategy for second- and first-party data. Most respondents felt they had a good understanding of what this means and how it might affect their organisation. 21 percent claimed that they’re reliant on third-party cookies for ad-retargeting/programmatic cross-site tracking or others. 32 percent claimed to be somewhat reliant. However, there was a mixed response as to how significant the effect will be on how we market and sell to our customers. Around 30 percent of respondents took a neutral position when asked if they think this will have a significant effect on how we market and sell. When asked whether the outcome of this…

The focus on customer data and specifically the need to have actionable first-party data has dramatically increased over the past 12 months since Google announced that Chrome would no longer support thirdparty cookies. But it’s not just the threat of a cookie-less world that should prompt a re-set, it’s also the desire for customers to have more control over their data and a greater imperative for marketers to deliver more connected, relevant and personalised experiences. However, for those of us who have spent many years working with customer data, we know that collecting information on customers is the (relatively speaking) easy part. The real challenge lies in the ability to transform customer data into actionable insight that can be applied and deployed across the business to increase the volume and…

What is account based marketing (ABM) and why should B2B marketers care about it? How can ABM help grow your business and what are the effective ABM tactics being used? These are some of the questions that the panellists at the recent Marketing Association B2B Marketing Conference discussed. The panel, led by Nadia Phillips (Umbrella), consisted of Michael McGlynn (Tonkin+Taylor), Linda McConnell (Intergen), Kai Crow (Joyous) and Steve Robinson (Lenovo) – all of whom have either recently embarked on the ABM journey, or have been executing ABM in their organisations for several years. One of the very first Slido questions from the attendees was: “What the heck is account based marketing?” Do a Google search, and you’ll get plenty of hits about what ABM is. The one that I like…

GOLDS GALORE FCB MEDIA: BEST IN SHOW (FOR FIRE & EMERGENCY NEW ZEALAND ‘FIRE DOESN’T WAIT’) FCB Media was the big winner on the night, taking home a total of 11 Golds, an impressive haul that takes their total Gold Beacon Award wins to 100 – and seven Best in Shows – in the past decade. Here’s Managing Director of Media Blair Alexander. WHAT DO YOU THINK PUTS FCB MEDIA AHEAD OF THE PACK? The natural answer is our people. We’ve got great people and clients who’ve been with us for a long time, and it’s those key people who have the hustle and drive for great work that really make the difference. Some say we’re awards obsessed, but if you’ve got good insight, strategy, execution and results, then we’re…