Customer service staff in New Zealand’s banks by and large hate the sales pressure they come under. So much so, one reported their employer to the newspapers and we quickly had headlines this month like ‘Bank employees blow whistle on sales tactics’. When I first read that headline I thought ‘oh, for crying out loud […]
Is sales a future crime? Read More »
Triggering an emotional response is often presented as the holy grail of successful communications – stories are a shortcut to the human heart, and all that blah (I’m feeling nauseous already). To accept the emotional argument entirely is like saying we’re all just chimpanzees awash in hormones. Think about this for a moment. How often
Vaccination presents a compelling case for winning hearts and minds Read More »
Overall, New Zealand marketers who responded to our informal survey employ a total of 23 lead generation tactics, and the most dominant tactics take the lead not because they’re necessarily effective, but because they’re the least resource intensive. Content marketing and inbound marketing, for example, were widely acknowledged as probably among the better ways to
A New Zealand power company said that they needed content to help them with their winter bill shock problem. Essentially, their switchboard is inundated with calls when winter begins because power bills increase sharply. Their objective was to produce content that addresses many of the questions that customers have when they get a big power
Thought Leadership begins when you put the public interest ahead of your own Read More »
By standing for something, conventional media (newspapers, magazines, radio and TV) niche their message and differentiate themselves as an organisation. Time magazine tells the news through people stories. Life magazine used to tell the news using pictures. Almost all of them had some form of a content mission. By standing for something, you will have
Want your content marketing to stand out? Stand for something Read More »
Journalists have been creating content that people want to read for a very long time (advertising piggybacks off great content), but there’s no reason why you can’t create quality content. Remember that journalists have to go to experts like you to inform their stories, to begin with. So why not use some of the techniques
Content marketing sells better by putting the customer first Read More »
Where once tertiary education institutions competed with each other for enrolments – for the hard working as well as the talented – marketers in tertiary education are facing fierce disruption, and the enemy is far more subtle than technology. What’s more, the heat isn’t necessarily coming from other types of education such as eLearning or
The erosion of trust in tertiary education and what to do about it Read More »
The lyrics from British new wave band The Buggles, Video Killed the Radio Star… “If I was young it didn’t stop you coming through, Oh a oh…” hints at the portability and accessibility of audio as a medium, which is freely available anywhere, at any time and to any age – driving, cooking, exercising… yet
Will Ads re-discover the art of silent moviemaking? I installed MacOS High-Sierra this week and found myself sucked into one of those inevitable ‘what’s new about…’ tours, rather like a reluctant Gen X tourist stuck on a tiki tour with delightful millennials. What I found was blood on the floor and the promise of more.
Apple MacOS High Sierra turns its guns on auto-play and remarketing Read More »
New Zealand is yet to feel the tremors of dissatisfaction with digital advertising running through London and New York, but they’re coming. It all started when Proctor and Gamble’s Chief Brand Officer Marc Pritchard stood up and demanded greater transparency and accountability from their digital advertising agencies and channel companies like Facebook and Google –
How to turn public relation’s media impressions into flesh-and-blood customers Read More »