Table of contents for Issue 72 2022 in NZ Marketing

At a time when we consumers are presented with more choices than ever before; be it the food we consume, telecoms service providers offering the best broadband deals or deciding on which streaming service to watch tonight, marketers are increasingly under pressure to tap into data that give insights into our consumption behaviours and personal priorities. Fortunately for marketers, there’s a whole host of technologies available to aid in the search for those often elusive conversions. From tools used to decipher fragmented audiences to those used in measuring attribution, this issue of NZ Marketing will explore the MarTech trends that have taken off in 2022, and gain insight into those expected to feature in 2023. We speak to industry experts about how these technologies can be utilised to gain better…

It’s no secret that consumers want more personalised experiences. But putting this into practise for businesses is often easier said than done – especially across multiple channels and at scale. A recent international study commissioned by TRACK identified the challenges of personalisation. Here Rob Limb, TRACK CEO, explains its findings and explores whether the answers lie with MarTech. The study, conducted by Forrester Consulting, surveyed 459 executives from 11 countries in industries such as finance, FMCG, retail, IT, healthcare, travel and telecommunications. Consisting of interviews with the person in charge of personalisation at each participating business, the survey took a deep dive into how these organisations are faring with personalisation, who is succeeding and the challenges. The study found that while companies that are experienced in personalisation double their chances…

Brought to you by On working at Google NZ since the early days It’s been amazing to see the growth in the team over this time to over 70 today. We now have all sorts of roles across client management, marketing, engineering and even Google.org – our philanthropic arm. Each person has bought something new and exciting to Google New Zealand. What is a testament to this team and to leadership though, is what hasn’t changed. We’re still really tight knit, even as we’ve grown in size and scope, and we try to work together to bring the best of Google to our clients and communities. The other obvious answer is the wonderful new office, which we moved into just over a year ago. It is our first purpose-built home…

SPONSORED BY Back in 2014 the Turners’ Board set a longterm goal to shift from a mostly wholesale auction business model to a mostly retail dealership. This was based on the knowledge that the general public pay more for cars and unlike dealers, require finance and insurance which are key revenue streams. To meet this business objective, the Turners transformation needed to begin with the customer experience – a fundamental change in focus from the previous Turners brand. By 2018 a new company vision was launched: ‘to be NZ’s favourite place to buy and sell vehicles’. This marked the beginning of the evolution of Turners’ branches from dusty auction sheds to smart retail yards and the redevelopment of the Turners website into a customer focused retail experience. The ‘Tina from…

SPONSORED BY After returning from an exchange in Colombia under the Prime Minister’s scholarship and completing her postgraduate degree in Communications in 2019, Madeline (Maddie) Youngman wasn’t sure what direction to head in career wise. “However, I knew I wanted to be involved in a fast-paced business environment where I could be challenged,” she says. Hearing news of an up-and-coming haircare brand looking for a marketer to support it for its launch, Maddie met with the MONDAY Haircare founder, and immediately started interning while finishing up her studies. As a marketing intern for a start-up company, Maddie needed to be across numerous facets of the business such as event planning and customer service. “Within marketing I quickly became involved in our digital performance, retail partnerships and social media strategy,” says…

SPONSORED BY An already hugely competitive category, health and life insurance advertising investment was up significantly in the midst of the pandemic (2021) and there were multiple new players in the market. This meant that despite its number one market share, AIA’s share of voice was down. This was particularly felt in Paid Search with a 44 percent increase in competitors bidding on life and health insurance keywords. As a result of this, AIA’s share of search had dropped and the average cost per click had risen. The strategy set out with two objectives to reflect this: deliver the same amount of leads in Paid Search with a capped budget despite increased competition. Analytics identified a specific window in which people with highest intent were searching for health and life…

With the construction industry in New Zealand growing, and construction businesses often struggling to recruit staff, the industry is in need of a steady stream of new talent to keep up with the demand. From 2011 to 2018 BCITO’s enrolments were stagnating. To fulfil the organisations duty to the sector and the nation, BCITO needed to convince more young people to choose a career in the trades. Although the facts about getting an apprenticeship are enticing on their own – qualifications without debt, great work/life balance, good money and opportunities for advancement – the reality is that “hands-on” work is undervalued in the 21st century. The trades are constantly battling the stigma as an inferior choice compared to going to university and getting a career in the ‘knowledge economy’. Digging…

Stock image company Truestock was founded with the goal of authentically representing a diverse and multicultural Aotearoa. In preparation for its launch in October of 2021 the Truestock team devised a successful marketing strategy to get the business off the ground. Marketing was needed for the launch of the business to achieve three goals at a national level. These were to create brand awareness, attract customers and attract top local photographers. Truestock was a result of growing demand for more local and authentic stock images that reflected New Zealand. With this in mind, this integrated in the businesses marketing campaign. As a new company, Truestock’s marketing campaign had a very small budget of, covering the top three goals in the wake of the launch. Truestock recognised the demand for its…

With 38 percent of ASB’s customers experiencing multiple payment problems in 2021, causing them to incur late payment fees, ASB wanted to do something to change this. ASB’s Financial Wellbeing score indicated that payment problems such as these make up 20 percent of a customer’s total financial wellbeing, so getting on top of them could make a big difference. But prompting this sort of behaviour change wasn’t going to be easy for several reasons. Firstly it required habitual spending behaviour change, unchartered territory for direct marketing. Combine this with a culture of Kiwis not liking to talk openly about money, and a declining trust in banks, as reported by RMM Retail Market Monitor, people were even less likely to speak to their banks about money problems. Something had to be…

Air New Zealand’s take on a climate conscious approach is not something new, however it is a passion and commitment the airline is dedicated to getting across. Despite not being new, the country’s leading airline needed to approach the decarbonisation marketing strategy as uniquely as possible compared to a general sustainability approach. The main challenge Air New Zealand faced was the fact that the aviation industry causes significant impact on climate change. However, the mission of achieving net zero emissions aligned with their general message as an airline, Manaaki – taking care, further than any other airline. Aware of other airlines making similar announcements, Air New Zealand wanted to ensure a defensible position that demonstrated strong tangible proof points of its plan. In order to show consumers its sustainable efforts,…

When Covid arrived in New Zealand in early 2020, no-one could have predicted the seismic impact on the local economy, and the difficulties experienced by the small business sector in particular. As a provider of cloud-based accounting software for small-and medium-sized businesses, New Zealand-based technology company, Xero, was obviously concerned about the catastrophic impact on the economy, recognising the debilitating long-term impacts that resulted from the prolonged Covid lockdowns. Research studies revealed most SMBs (small and medium businesses) loved being their own boss but disliked the admin, while many were working too many hours. Additionally, NZIER (NZ Institute of Economic Research) research showed that investing in wellbeing could have a positive commercial benefit. The ‘Why We’re In It’ campaign, motivating small business owners to digitise their business, was Xero’s way…

NZSki’s 2022 Earlybird campaign ‘You don’t have to choose’ was created by NZSki’s in-house sales and marketing team to build positive brand perceptions and increase pre-commitment sales, for the 3 Peak Season Pass. With a concept parodying popular reality TV shows, Shark Tank and Dragons Den, where entrepreneurs pitch their business ideas to investors, the campaign was championed by 12 short videos alongside hundreds of still assets. Ski area managers from Queenstown’s Coronet Peak, The Remarkables, and Canterbury’s Mt Hutt, pitched their mountain to the ‘dragon/shark’ (a local snowboarder) throughout the videos, highlighting why their mountain was the best. The twist in the message was, if you buy a 3 Peak Pass ‘You Don’t Have to Choose’, a communication very different from the usual beautifully edited video showing classic blue-sky…

SPONSORED BY Kevin Kenrick has spent a significant amount of his career leading the transformation of some of New Zealand’s most established businesses across a variety of industries such as telecommunications, travel, banking, and beverages. This theme of transformation perhaps began when Kevin was studying at the University of Waikato. Originally from Rotorua, Kevin moved to Hamilton to complete a Bachelor of Management Studies intending to forge a career in accounting or finance. However, it wasn’t long before he found his passion for marketing. He was also eagerly involved in the infamous ‘capping revues’ and stunts, one of which became national news. This keenness for disruption was to become a hallmark for his career where he continued to be drawn to roles that lead businesses through times of great change.…

AS A MARKETER TODAY you need to have a good left-brain, right-brain balance. Your right brain is the part that enables you to dream up creative campaigns and exciting promotions. It’s the side which probably helped you to choose a career in marketing instead of going to law school. What you didn’t know is that you would also need to master a vast array of laws and regulations. And that’s where the left brain comes into play! Society is changing – and this is reflected in what consumers find acceptable when it comes to advertising and marketing practices. Today’s consumer expects organisations to protect their personal data, and they’re not afraid to voice their opinion if brands pretend to be something they’re not. This places increased responsibility on you to…

GOOGLE ATTRIBUTION 360 Best for small businesses APPSFLYER Tracking frictionless web-toapp journeys NIELSEN VISUAL IQ Enterprise marketing attribution software ADOBE Best for advanced attribution models HUBSPOT CRM software for businesses KOCHAVA Omni-channel attribution software OKTOPOST Best B2B software marketing attribution INVOCA AI-powered call tracking and analytics STATCOUNTE Marketing attribution software RULER ANALYTICS Multi-touch marketing attribution software NEUSTAR TV analytics and attribution solution…

SPONSORED BY At NZ Post, Sarah Sandoval was tasked with the challenge of shifting the brand perceptions of NZ Post as ‘ailing,’ ‘old-fashioned,’ ‘government department,’ and ‘snail mail’ to innovative delivery company and e-commerce partner. During her first months she convened a large brand workshop where a hot topic was whether ‘brand’ was of any use to a business like NZ Post. Drawing on her broad experience and skill base, Sarah has driven outstanding business results for the company, despite internal and external difficulties. She also instigated large-scale insight programmes where two issues were identified. Firstly there was brand confusion between NZ Post, Courier Post and NZ couriers, and secondly New Zealand’s largest parcel business was primarily associated only with mail. To rectify these issues, Sarah developed a bold single-brand…

Akey achievement for the team over the last 12 months was transforming the Mitre 10 brand from DIY retailer to a trusted project partner – thanks to a new brand promise ‘With you all the way’. This new promise has become the standard operating model and defines how the team engages with each other and across the business. The marketing team are also heavily involved in the crossfunctional project teams that drive the business forward and support their store-level marketing colleagues who engage and connect with their local communities. Over the last year the Mitre 10 Marketing team have used data-led insights to inform content strategy and deliver campaigns that saw results. These included celebrating culturally significant events such as Matariki, Diwali, Māori Language Week, Chinese New Year and others,…

SPONSORED BY Transforming a brand that has been in the industry for over 15 years is difficult, however necessary for Tegel’s Rangitikei Free Range Chicken line. Redesigned to future-proof the brand in light of the mainstream commitment to sustainability, the company took on a new marketing strategy to get its new message across. Entering the market 18 years ago, the Rangitikei Free Range Chicken line joined the industry as one of the few brands that offered free range chicken, but overtime, the industry was samey, with the chiller section in supermarkets becoming cluttered with little differentiation by 2021. To avoid being delisted by retailers and already on a decline, the Tegel team took it upon themselves to revitalise the brand by and kickstart new growth. Upon research, Tegel New Zealand…

SPONSORED BY It has been a long-term mission for the NZ Mountain Safety Council to make New Zealand’s backyard a much safer place. According to insights by the NZ Mountain Safety Council, many preventable incidents often occur across the country, sometimes leading to people never returning home. On average, 4000 people are injured annually on New Zealand mountains, with more than 500 requiring search and rescue. Six people each year never make it home. This data was a catalyst for the council dedicated to making the outdoor activities in the country safer, to create a prevention tool that focuses on the planning and preparation stages of activities. The Plan My Walk (PMW) app and website is a free-to-use outdoor trip planning tool that represents every aspect the council stands for.…

As a Tai Tokerau Northland-based charitable trust who exists to lead social and economic change for the region, Rugby For Life was able to launch the community led ‘Take 2 For The Team’ vaccination initiative within a week of being engaged. Based on the understanding that Northland largely thought of the Covid pandemic as an overseas and Auckland issue, the campaign included all assets being in English and Te Reo Māori, a campaign landing page, an interactive vaccination events map, the launch of a digital media campaign supporting above the line media to drive awareness, engagement, and even local heroes. The initiative began in mid-September when Northland was at just over 60 percent vaccinated. By early December, 87 percent of those in Northland who were eligible had received their first…

Leaping at the opportunity to make a real difference for New Zealanders, AMI and Habitat for Humanity’s partnership has gone from strength to strength. Beginning in 2021, a campaign to launch the partnership encouraged customers to participate in the cause and resulted in 25,000 Kiwis receiving support through the programme. As well as this positive result for New Zealanders, both brands saw increases in key brand metrics. However, it wasn’t all smooth sailing for this sponsorship strategy. As with everything there were some challenges to overcome first. For AMI this started with brand authenticity. The AMI team wanted to connect AMI to the real societal concern in a genuine way and avoid becoming an ‘associate and badge’ sponsorship. To do this they approached the issues, truths and insights from three…

Realising that homeowners and renters moving homes is the single biggest trigger for switching enery providers, Mercury took the opportunity to tap into this market to combat its net negative customer growth position post new business acquisition. Around 67 percent of home movers choose to switch energy providers at this time, providing an opportunity for Mercury to work towards retaining more movers and convert more switchers. Mercury was looking at a significant customer pool. In an average month with thousands of movers, Mercury was only acquiring a small percent of customers. For those moving, Mercury saw a large percent of its customers leave for a competitor. Looking at how Mercury was unable to compete with others in the industry with price alone, the company had to think of ways to…

People drink less in winter and July-August is a difficult time for beer marketers, with the category seeing a decline in both volume and value sales. In addition, younger people are drinking less due to health and wellbeing factors. Steinlager’s brand promise is based around pride and championing true greatness, but the marketing team decided to bring this greatness down to everyday people, showcasing the brand as a new kind of ‘Hero’, full of courage and character. Despite the fact that rugby is integral to the Steinlager brand, there was a need to meet a younger market in its preferred environment. The answer lay in e-Sports, the world’s fastest growing sport, that now has a growing legitimacy. This was Steinlager’s chance to get in the game of the future with…

How does a Polytech find 18 percent year on year enrolment growth on a record year, with no more budget, no international students, and a mandate to only recruit from within their region? This was the challenge facing WITT – the Western Institute of Technology at Taranaki as it prepared to recruit for the 2022 calendar year. The WITT team answered the brief by taking a fresh look at the tertiary recruitment model. Most tertiary institutions assume there is a whole intake worth of prospective students just waiting for applications to open, needing little additional persuasion to enrol with them. Tier 1 universities might get away with that as most of their applicants are school leavers. But it’s different for Polytechs, where the majority of their students are over 30…

In September we launch an exciting new mentorship programme designed to further develop the careers of new marketers in Aotearoa. The Up-&-Coming Marketer Mentorship Programme will pair established marketers with those who are relatively new to the industry via the Master of Advertising Effectiveness Significant six-week online figures programme, from the past run by quarter on Stop Press. James Hurman. The six-week programme is designed to equip marketing and advertising professionals with a complete understanding of the evidence-based principles of advertising effectiveness and how to apply them to make advertising that creates consistently better commercial results. First up will be the winner of the TVNZ-NZ Marketing Awards Up-&-Coming Marketer of the Year, Madeline Youngman. Following this, we have three more spots for up-&-coming marketers who’d like to be enrolled for…

The latest Central Business Confidence Survey shows expectations of the New Zealand economy are at a net negative of -61.90 percent. One of the main reasons behind this is staff shortages, with 62 percent of respondents listing staffing as the main problem their businesses are facing. Simon Arcus, Chief Executive of Business Central and the Wellington Chamber of Commerce, who conducted the survey, says numbers are now in line with the height of the 2009 global financial crisis and the on-set of Covid-19. “Even those businesses that do report they are doing well feel that a lack of staff means a drag on their growth. That’s a handbrake on the prosperity that could be delivered back to New Zealand,” says Simon. The survey also found rising costs were a major…

1 PERSONALISATION We have probably all experienced the pleasant feeling that comes with someone remembering something you said a while back. When a brand personalises a marketing message it can elicit a similar feeling in a customer, making them more likely to want to interact with that brand again, as long as it is referring to information the individual consented to sharing. In many areas businesses are utilising MarTech tools to personalise communications so the effort feels authentic. But how do MarTech tools help brands achieve this? Sean Duca, Palo Alto Networks Vice President and Regional Chief Security Officer Asia Pacific and Japan, says personalisation and privacy are inherently mutually exclusive. “The challenge in MarTech is that consumers are demanding greater privacy and anonymity online while also craving personalisation.” He…

As a brand that exists in public spaces we are constantly in the spotlight, providing a public transport utility to local councils and communities on the Street and bringing communities together through enhancing Retail experiences indoors. Our purpose at oOh! is to make public spaces better and in the process make the brands that advertise on our network unmissable. As with all business right now, we’re also experiencing considerable change – and for Out of Home media (OOH) this means changes in audience movement behaviour, new ways of buying and delivering OOH and an increasingly dynamic and digitised media channel capable of performing new roles for brands and marketers. We are thrilled to be able to share the thoughts of this year’s MOTY finalists on the current transformation taking place…

Identifying that 33 percent of the SME market is made up of SME construction businesses, it became apparent that targeting this audience would allow room for growth, so IAG launched the AMI Tradies Insurance campaign. This campaign first needed to change the mindset of SMEs who believed they needed to purchase business insurance through an insurance broker while making insurance more relevant to this group–ultimately addressing the issue of un-insurance, and protecting the backbone of the economy. Research showed that construction business owners often did not see themselves as traditional business owners at all, with many of them identifying more as tradies themselves, on the tools with their team. In response to this AMI focused on what would encourage the un-insured tradie, and those who prefer dealing with a broker,…

Changing the public perception of the well known Viagra brand was always going to be a big challenge, but now it was very neccesary with sales reaching an all-time low To overcome the problem of the Viagra brand becoming, for lack of a better word, soft, in the erectile dysfunction category, Aspen New Zealand launched an ambitious new campaign. Over the past few years, Viagra sales have been gradually falling, with the brand recently witnessing a double-digit decline. Looking at the market, there were many factors that contributed to the steady decline of Viagra, including the introduction of competitor, Vedafil. Vedafil came onto the scene at a friendlier price for the public and pharmaceuticals were beginning to favour this brand as Viagra failed to match the price point. Along with…

The answer to helping these businesses started with growing and focusing on good data through the Google Cloud Platform and leveraging real-time capability to deliver listing information to Trade Me’s Google Marketing Cloud Stack. This allowed Trade Me to promote an additional 12,000 small Kiwi businesses through Google Shopping. This approach was beneficial to both sellers and Trade Me as Trade Me takes a small percentage of the sale price of anything sold on the platform. By utilising Trade Me’s marketing budgets and big data, the company was able to help small businesses show up on Google. Trade Me’s data, combined with SEM automation techniques and constant learning and adjusting, meant it was helping small businesses get noticed and be competitive during the pandemic, at a time when they needed…

For years, ACC has tried to instil the message that injury prevention is the first line of defence against accidents in New Zealand where up to 90 percent of all injuries are preventable. It was important for ACC to make this message clear for New Zealanders as its scheme supports the injury recovery of over 40 percent or 2.1 million Kiwis every year, with 9.4 percent being classed as serious or fatal. The message of injury prevention at ACC has always been a targeted and fragmented campaign but coming into 2021, ACC wanted to market the message differently, in an inclusive and relevant way on a national scale that would reach the entire population. In order to get the message across, the marketing team made the decision to develop a…

SPONSORED BY Over the pandemic Trade Me saw growth in its online e-commerce platform unseen in recent years. However, as brick-and-mortar stores began to reopen, and international giants such as Amazon starting to close in on New Zealand, Trade Me needed to drive the hustle back online. Heading into a new year, Trade Me needed to market its brand differently to ensure it kept the unique consumers from its successful year without the launch of any major product enhancements. Uniquely, Trade Me is faced with the challenge of competing in a retail world in which the business is unable to control inventory content, pricing or have a sales promotion calendar. As a second-hand marketplace, Trade Me also battles with some embedded brand perceptions which can hinder Kiwis from using the…

Women’s Refuge is a haven for those suffering from domestic violence, and its work in eliminating New Zealand’s unacceptable rates of family violence depends to some extent on donations given in its two annual public appeals – summer and winter. Typically focused on traditional street appeals, Women’s Refuge raises significantly more in summer, with winter appeals usually bringing in only a third of that raised in summer. The organisation needed winter 2021 to make a bigger impact and win the hearts and wallets of more Kiwis to its cause. With family violence significantly impacted by both seasonality and Covid, winter donations had to match summer, driven by a campaign that got people to take notice of the new ‘Safe Nights’ brand. Despite a growing epidemic of violence over the past…

Akey focus of 2degrees commercial strategy is growing margin through data monetisation. The telco managed to deliver value through its Perks loyalty programme, achieving its key objectives of ARPU (average revenue per unit) growth, loyalty, and churn management. Customer interviews conducted prior to the launch of 2degrees Perks and previous CVM campaigns have demonstrated the popularity of data as a reward that customers really appreciate. Mobile data is also a controlled cost the company can afford to offer customers at a reduced price, whilst still increasing customer ARPU. Utilising an SMS campaign appealing to its customers required very little engagement from them, making the offers extremely easy to take up. There was no need to visit a website and go through a checkout process, open up an app or get…

In a fight for domestic tourists, who would have thought an hour of extra daylight would be the key attraction? Well, if it means more time for visitors to paddleboard the lake, take a flight over the sounds or hike one of the three Great Walks around Te Anau, then perhaps it is. On 26th September 2021, New Zealanders turned their clocks forward one hour, but for one small town located in the heart of Southland, Te Anau announced that while the rest of the country would be turning their clocks back in April for Daylight Savings, they would not be joining – essentially creating – their own breakaway time zone. The campaign put Te Anau on the map. A world-class, innovative PR hook proved its merit through overwhelming national…