Why this summer is the Golden Season on Social Media

It’s not just sun, sand and surf we’re excited about this Summer; when it comes to Neighbourly, there’s no better place for locals to be seeing your services.

1. People are off work and online:

Social media sites are as popular as ever over the Silly Season - but users are often using their favourite sites a little differently. For example on Neighbourly, members are getting rid of household clutter (thanks to Santa’s visit!), buying/selling school uniforms, looking for holiday suggestions, looking for new jobs. Just because your business is taking a break, doesn’t mean your customers/followers are. Be present!

2. Get your instant audience:

Don’t worry about trying to build followers over the Silly Season; you need a rest too! But you might not know that Neighbourly takes care of that for you. A Premium Business profile ‘gifts’ you followers right from the get-go.

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3. Your competitors are off the grid:

Many businesses go on a shutdown period over Summer - and forget that their customers are still being ‘social’. This is when Neighbourly shines: our Summer Special means you can get some hot hot HOT deals on promoted posts, Premium Subscriptions and more - curious? Contact your Fairfax rep to find out more about this.

4. Schedule upcoming posts:

Having a content plan while your team is away is key. Sites like Neighbourly allow you to schedule posts to pop up throughout the break, meaning your business still gets the profile it deserves. Take 5 minutes before you head away to load up 2-3 posts then sit back with your brew.

5. Thinking ahead:

People are using their downtime to start thinking about all the things they need and want to achieve next year. Yep - those ‘resolutions’. Work this to your advantage and let members know how you can make their 2018 the best year ever. Need inspiration? We’re happy to brainstorm ideas with you!

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To find out more visit our website. 

Generating brand cut-through and sales with Popshop

Honeywrap is an eco-friendly alternative to plastic wrap that needed to break into the mainstream New Zealand market. This included encouraging early adopters for a new product and committed plastic wrap users to change their habits. 

The challenge 

Honeywrap needed to boost its sales and brand awareness by connecting with a large local audience.

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The solution 

Boost awareness of Honeywrap among Stuff’s large audience and deliver actual sales through a native advertising campaign driving Stuff users to Honeywrap’s own Popshop online store.

What’s Popshop? 

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Popshop is an e-commerce site developed by Fairfax Media and powered by Stuff. It delivers three key benefits to vendors selling through it:

  • It provides a readymade e-commerce platform so there’s no need to invest in costly or time-consuming e-commerce software or a website as we’ve done all the hard work.
  • We integrate advertising to promote Popshop campaigns seamlessly into the Stuff environment. 
  • It delivers a trusted and simple online shopping experience as Stuff users can go right through the purchase funnel from discovery of brand/product through to purchase without having to leave the Stuff or Popshop websites.

The campaign 

Working with Honeywrap, we developed a Popshop campaign that ran across Stuff on  mobile and desktop. We took care of all the copy and marketing assets to optimise them for the Stuff audience and deliver a strong conversion rate.

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Honeywrap’s Popshop campaign ran from 25 May to 10 June 2017 and introduced the brand to Stuff’s audience across desktop and mobile. The timeframe was kept to a limited period to deliver maximum bang for buck and ensure the campaign wrapped up before campaign fatigue set in.

When the Popshop campaign finished Honeywrap products moved onto boutique online store Indexed.co.nz. This transition allowed Honeywrap to continue their awareness and sales momentum post the Popshop campaign. 

The results

The Popshop campaign generated massive brand awareness for Honeywrap, introducing them to stuff readers and getting their brand in front of 10s of thousands of potential customers. 

The native advertising which supported the Popshop store delivered an incredibly strong click through rate of 38% which generated a total of 52 sales over the 17 day campaign period. 

Sales generated:  
Desktop: 35
Stuff app: 17
Total: 52


What the client said 

“Our Honeywrap PopShop drove some fantastic sales results for us. The team were professional and super easy to deal with and worked hard to get everything right. Very pleased.” - Kate Henderson, Honeywrap
 

Interested in Popshop for your business?

Think Popshop could work for you? To have a chat about getting your very own Popshop live click on the button below to organise for one of our representatives to contact you.

Video: Introducing Nativform

Nativform is Fairfax Media's native advertising suite. Nativform is the program that delivers native advertising and was custom built for Stuff so it works seamlessly within the platform. 

Nativform styles your advertisement to look the same as our news articles. This makes it more engaging for your customers because it doesn't feel like they're looking at an ad.

Native advertising works best when you've got a story to tell over a number of pieces because it lets people engage with your brand and content over time and creates a strong relationship with the reader.  

Read about one of Nativform's biggest successes here: Transforming an editorial feature into an industry leading native advertising campaign. Watch the video below to find out more about it. 

To see more about what Nativform looks like scroll through the carousel below. 

Introducing Popshop, powered by Stuff

What is Popshop?  

Popshop is an e-commerce website that targets Kiwi consumers through the power of Stuff marketing, delivering them a seamless shopping experience within the Stuff environment.

It gives New Zealand shoppers access to great quality product offers that are relevant to them, and it makes it easy to buy in just a few clicks.

For brands, this means you can test your products in the e-commerce market with the backing of Stuff, without any major investment.

 

How does Popshop work?

Its integration to the Stuff app and website mean that customers are able to purchase your product without leaving the Stuff or Popshop environment. This integrated process allows people to buy instantly and removes wait and load times. As shoppers remain within the Stuff Popshop environment from discovery through to purchase it also removes any doubt or mistrust that can occur when pushed to an external, untrusted site for completing an online transaction.

A campaign on Popshop includes all set-up costs to get your Popshop campaign live and marketing support through native advertising of your Popshop across Stuff mobile and desktop. 

What can it do for my business?

With Popshop you can start selling online immediately, without any significant investment in an ecommerce website. Whether you’re looking to test your products in the e-commerce market or need to move unsold or over-ordered stock, Popshop can help.

Popshop allows you to:

  • Leverage the massive power of Stuff, New Zealand’s 19th most influential brand*

  • Take the complexity out of your marketing campaign. Your Popshop package includes promotion of your online store to Stuff’s audience, you don’t need to worry about setting up target audiences, or creating marketing ads

  • Save money - we’ve done the heavy lifting for you so you don’t have to invest in your own e-commerce software or website.

The best benefit of Popshop? It works! To date Popshop has recorded over 800 sales. Join brands such as Govino, Honeywrap, Freshbrush and Samsung who’ve seen success with their very own Popshop campaigns.

"Our Honeywrap PopShop drove some fantastic sales results for us. The team were professional and super easy to deal with and worked hard to get everything right. Very pleased."
Kate Henderson, Honeywrap

How do I run a campaign on Popshop?

Campaigns are easy to run. All you need to do is contact your local Fairfax Media sales representative. If you’re not sure who that is, you can contact us here.

What can I advertise on Popshop?

So far, Popshop has sold mobile phones, overseas holidays, beard oils and toothbrush subscriptions to name a few.

Stuff’s audience reflects almost every kind of New Zealander. Whatever you need to sell, you’ll be able to find customers with Popshop.

If you unsure if your products will fit with Popshop or would just like a little more info, complete the form below and we'll be in touch for a friendly, no pressure chat.

 

*Source: Ipsos “The Most Influential Brands” report, 2017.

Top 5 ways to optimise your e-commerce store

E-commerce has transformed sales opportunities for businesses of every size,product and service type.

Websites like Popshop, Indexed and Shopify have made it easier than ever to create a new sales channel and sell online. Paired with a strong marketing plan e-commerce is a powerful business tool.

For success it’s essential that however you sell online, the solution is easy for customers to find, navigate and use - this will ensure you convert the highest number of prospective customers into sales.

Here are five best practice ways to create a high converting storefront:

Have a clear value proposition

This your chance to tell prospective customers why they should buy from you instead of the competition.

Your value proposition is the number one thing that determines whether customers will choose to visit you over competitors. Refine your value proposition and clearly communicate what your site offers to customers, they should be able to determine this within seven seconds.

The essentials for a strong value proposition are:

  • Treating it as a promise of value, not a slogan or a catch-phrase. You can then include copy in the body of your website that expands on your initial statement.

  • Clear, concise, copy is crucial to your value proposition (try to keep it within 15 words) but your value proposition can also be supported by relevant images e.g. if you’re selling electronics, a clear, high quality image will fit perfectly.

  • Additional benefits and social proof including elements like free shipping, return guarantees, customer testimonials and images that showcase the product being used.

Personalise your communications

Personalised offers, whether on your website or through email marketing and remarketing campaigns, will strengthen your relationship with your customers and encourage them to buy from you.

Personalisation makes customers feel connected to your brand and individually valued and recognised. Personalising is simple: it could be an automated follow-up email about the product they’ve just purchased, recommendations curated for them based on their previous purchases or a VIP club that offers content and a discount.

Optimise your store for mobile viewing

Increasingly, people are spending more time online on mobile. Consumers spend a staggering 59% of time on mobile vs 41% of time on desktop while using Stuff*.

This creates more opportunity to generate sales and drive people to your website through advertising on mobile. Once they get there, the experience needs to be seamless and mobile friendly.

A positive mobile experience will improve how people feel about your brand and influence whether they’re more likely to return to your website in the future.

Implement a visual hierarchy

Visual hierarchies are about knowing which parts of your website you want people to focus on and in which order.

Customers’ eyes are drawn to larger items which makes them more inclined to click on them (so make sure those images are linked). Your important elements should be larger and stand out on the page e.g add to cart or buy now buttons.

Accented colours for links and buttons work into the visual hierarchy, drawing eyes across the page to the action you want them to take. For example a red button on a blue background is going to stand out and show people which action you want them to take.

Think about the most important elements on your page and the order they need to be seen in to make the experience as seamless as possible for a first time shopper to your site.

As a simple rule: every thing that attracts attention should result in sales. The best way to do this is make big images or logos clickable and link through to a product.

Test design updates

Always test your new designs for functionality before implementing them.

Testing your designs allows you to see any possible problems that might arise in the future. Test the usability and focus on your objectives: what do you want your redesigned website to achieve and what elements does it need to achieve them?

The recommended way to test a redesign is an iterative process: changing one feature at a time and measure the response to that change. Test each of the new features and measure their success, some of the original features may perform better than the new ones.

To streamline this process, you can group similar or related elements into a multivariate test, just ensure that all of the elements you group together serve the same purpose on the page, so you’re comparing apples with apples.


 

*Source: Adobe Sep 1 2016 - Aug 31 2017

How to get to the most out of your digital marketing

Pablo Gomez is the Head of Media & Digital for APAC at Kantar Insights. He sat down with us to talk about the biggest mistakes businesses make in digital marketing (and how to avoid them), his best tips for getting the most out of digital and how to ensure digital has a positive impact on your business. 

Read the interview below. 

Where do I start when implementing digital marketing?

Think about how your business and marketing plans can work together. Simplicity is really important and you need to have the right strategy and main objective in place. 

Plan which media you’re going to use and use it because it’s linked to the strategy, not because you think it might work. 

What are the biggest mistakes that businesses make in digital marketing? 

I think the first mistake is to call it digital marketing. There shouldn’t be digital marketing, there should just be marketing. Because all marketing should be digital. We still look at things as silos so companies have the media person and the digital person but what you need is one person or one department working for everything. You have specialists, of course but we should all be working together.  

The second is that we all have the mindset that digital is cheap and that’s creating a lot of problems. Programmatic, for example is a powerful tool but it shouldn’t be a cheaper tool. We shouldn’t have the mindset that digital is cheap because that’s creating problems around quality and viewability and because we’re not spending a lot and aren’t focussed on digital as an investment. 

The third one, and this is linked with the idea of the cheaper option, we’re still not using data enough to actually measure our campaigns. I think advertisers aren’t investing enough in how they measure digital campaigns and so they don’t know what’s working. 

What are three ways businesses can get the most out of digital marketing?

I think the three are linked with the previous ones: 

Don’t think of digital as a separate thing from the rest of your marketing activity. If we think about it, consumers don’t think that way. We are connected to online and offline channels all the time and we don’t think, “Now I’m in digital, now I’m not in digital”. That’s something we created from a marketing perspective. 

A key thing for advertisers is having a marketing plan first. You need to know what your business objective is, what your marketing objective is and what you want to achieve in digital and in your other channels. Your customer strategy should be linked to digital. 

Second one, is the use of data. We still have the test and learn mindset but you need to have data to show you what’s working. Sometimes getting the data is not expensive because it’s an investment. If you don’t test your campaigns, you are not learning and if you’re not learning you are wasting your money. 


Digital is not the cheaper option, it’s an investment. You need to think about creating a marketing plan around digital instead of just giving it a percentage of your budget.  

Think about digital and mobile first and then the rest of the ecosystem. Digital is the future and when we talk about the future, we’re talking about next year and the next couple of years. Digital first is the best approach. 


How can business make sure their customers have a good experience with digital marketing?

One of the challenges we have in digital is a relevance challenge. We need to be relevant to consumers. If you don’t have the right message, the impact on your brand is going to be negative. That’s because you’re talking and talking to people who are annoyed and who are not interested in what you’re trying to say. That’s a big problem.

If I’m on mobile and trying to watch video content, I don’t want to see your ad if it’s not really relevant to me.


The six second ad is one solution to engaging people, if it has the right message and the right creativity. If you’re not relevant to me and you have a 30 second ad, all you’re going to do is annoy me. 

You need the right creative and to be relevant to your consumers and that’s the big challenge. 

How can business reach customers across different marketing channels e.g. Facebook, Neighbourly and print? 

25% of the impact of a brand comes from your channels working together so it’s really important. The way to do it is to have a central idea that you want to communicate and based on that, you need to take it into every channel. 

The next thing is think about how you’ll talk to people in different places. You need to create content for each channel but it doesn’t have to be more expensive. You could have a two minute video on your website and a 30 second version of it as an ad. Think about how your audience is interacting with each channel. For example, you don’t behave the same on Facebook and YouTube so your content needs to be adapted to that behaviour. It's really simple if you think about yourself and your own behaviour. 

A lot of people don’t like or block ads, what I can do to make mine stand out? 

I think the secret is going to be creativity. I’m going to say something that’s really, really obvious and it’s that you need to have good creative in place. People will love it. It can be simple and relevant to your consumers and it’ll work. You need to have the right advertising in place: understand your consumers, have a good strategy and talk to the right people. It’s not easy at the beginning but long term it’s the easiest way. 

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Pablo Gomez, was the APAC Regional Strategy Director at IPG MediaBrands, working for 3 years out of Singapore and another 3 years in Madrid. In Spain he founded The Elevator Team, a creative and digital consultancy created to support IPG Media Brands and McCann World Group agencies. He started his career at Millward Brown Spain, where he implemented the Cross Media and Digital Studies for Coca-Cola across Europe.

 

Inside Black Hands: Revisiting one of New Zealand’s most notorious murders

For 20 years the David Bain Family Murders have captured New Zealand’s imagination.

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 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 #1 in New Zealand, Australia and the UK on the iTunes podcasts charts, resulting in more than 2 million episode downloads*.

The Murders
20 June 1994

David Bain’s family is murdered in their family home on a cold Monday morning in Dunedin. David is the only survivor and he tells police he finds the bodies when he returns from his morning paper run.

For almost a year the public watches the Bain case unfold. A debate rages: was the murderer David or his elderly father Robin Bain who died at the scene?

 

The First Trial
May 1995

David Bain is found guilty of murdering his family. He’s sentenced to life in prison with a minimum term of 16 years. David maintains his innocence and in December 1995, he and his advocates begin the appeals process.

The Retrial
August 2009

Martin van Beynen, Senior Investigations Reporter for The Press, covers the retrial of David Bain. He raises questions about the jury’s competence and impartiality in an article published after the trial.

The trial sparked an idea for a book. Van Beynen says, “The idea was more of a historical account of this family and the tragedy that befell it, as well as the way the system handled the whole investigation and the various prosecutions.”

The Investigation for Black Hands Begins
2014 to 2015

The book took two years to write. Van Beynen poured over old evidence and sourced new material as he tried to connect the dots.

“I suppose I thought I might able to solve this crime,” he says.
 

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Almost over before it began  
Early 2016

Van Beynen’s publisher drops out and suddenly, to van Beynen, there seems to be no appetite for the Bain murders. The manuscript is destined for the bottom drawer.  

The story needs to be told  
Mid 2016

Joanna Norris, editor of The Press, championed adapting the manuscript into a podcast. “ It was immediately apparent that it would lend itself to a podcast because of the volume of material Martin had gathered.”

“It’s very important that we live in a society where we’ve got organisations - even a commercial one - that are prepared to take things on as a public duty,” van Beynen says.

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A Script is Born
Late 2016

The 100,000 word book is transformed into episodic scripts for the 10 part series.

“You boil it down to its essentials, then you keep boiling it down.”  Says Martin: “It was a determined effort to make sure the full story got told.”

Black Hands: A Family Mass Murder is released
July 2017

Black Hands reaches 1.1 million downloads in nine days. It reaches #1 on iTunes charts across Australia and New Zealand, and #2 in the United Kingdom.

“Investigative stories show we're a credible organisation with some really good goals,” van Beynen says. “If advertisers see that, then that’s something they may want to be a part of. We certainly don’t do this to get advertising, but it’s certainly not clickbait, that’s for sure.”

Black Hands Reaches 2 million episode Downloads
August 2017

The podcast reaches #1 in the UK iTunes chart and clocks more than 2 million episode downloads* worldwide.

“Good stories told well will always get a quality audience - people that will stay with it.” Says van Beynen: “Advertisers need to think about the benefits of that. One side is that it shows they’re supporting a credible organisation that’s doing a good job in society - they’re performing a watchdog role by telling stories that question things and shine a light into dark corners.”

 

*As of Friday 11 August 2017

Using audience engagement to create brand awareness

Homed is New Zealand’s home for interior design, the latest products and trends and the best way to get a feel for how New Zealanders make their homes their own.

The challenge

We needed to turn Homed’s passionate audience into an engagement opportunity that would create a groundswell of interaction for the brand. This engagement needed to continue beyond a single campaign and help audiences stay connected with Homed content.

The idea

We would tap into one of the things that Homed’s audience is most enthusiastic about: home decor. The idea was to create an engagement opportunity that would connect with the largest number of readers possible.

What we did

We teamed up with Kmart to create a quiz that spoke to as much of Homed’s audience as possible, creating a focal point for home decor and a unique reason to engage.

The quiz tested our readers’ knowledge by pitting Kmart products against similar household products to see if they knew their brands.

We leveraged Kmart’s cult status and massive popularity to engage Homed readers and brand fanatics alike by promoting the quiz on Homed and the NZ House & Garden Facebook page.

The insight

Combining two well loved brands, Kmart and Homed, with one of Stuff’s most popular ways of engaging audiences - the quiz - gave our audience three strong reasons to participate.

We knew that showcasing our brand affiliations and making engagement intriguing and entertaining - challenging people to test their knowledge - would create strong opportunity for engagement.

The results

The quiz was a huge success with more than 140,000 people testing their home decor knowledge for a click through rate of 11.4%

 

PopShop creates integrated brand experiences

As a new to market model, Freshbrush’s toothbrush subscription service and sustainability story needed to capture the imagination of Kiwis and convert that into sales.

The challenge

Our challenge was to bring Freshbrush to Kiwis and help a young, innovative brand, stake its claim in the subscription market and increase brand awareness and turn that into sales.

What we did

We created a dedicated Popshop campaign to get Freshbrush subscriptions in front of Kiwis using the power of Stuff.

Popshop provides a seamless shopping and advertising experience for Stuff clients and their customers. Stuff not only has a large New Zealand audience for brands to tap into, but can also provide a readymade e-commerce platform. This saves brands time and money and helps deliver a more customer friendly shopping experience with Stuff users able to discover, learn about and then purchase products all without leaving the Stuff and Popshop environment.

Integrated across Stuff (on desktop,mobile and app) we boost brand awareness and drive traffic to the Popshop store through native advertising such as Featured Products and Promoted Offers on Stuff.

Through PopShop we were able to tell Freshbrush’s brand and sustainability story and motivate our audience to take action at the peak of their engagement, guiding them through the sales funnel from initial discovery through to purchase completion - all without leaving the safe and trusted environment Stuff provides.

The insight

E Commerce - especially subscription services - is booming, but for a lot of brands e - commerce platforms can be expensive and complicated. Popshop allows us to bring an integrated and user friendly e commerce platform to the brands we work with, powering up their campaigns and streamlining clients’ experiences.

The results

The PopShop campaign, which ran from 28 April to 31 May, exploded brand awareness for Freshbrush resulting in:

  • 1,798,863 impressions

  • 5,351 clicks with an overall click through rate of 0.41%

  • 0.30% click through rate

The campaign resulted in 220 sales of Freshbrush subscriptions.

Freshbrush underwent a rebrand - becoming Toothcrush - and, following the success of the PopShop, ran a two month campaign with Stuff to help Kiwis learn about the new brand.

What the client said

“PopShop was a great way for us to get our brand in front of a large nationwide audience in a really innovative way.” - Annabel Hurman, Founder of Freshbrush

How to create a customer experience

Creating the perfect customer experience is the best way to ensure your customers care about and engage with your brand. Here are our top tips for creating a strong customer experience: 

1. Create a customer journey

Customer journeys are about knowing where you want your customers to go. In the case of the conference, our customer journey was a pre-conference email to attendees, an SMS during the conference encouraging them to visit us and, lastly, engaging with them at the stand. Start by knowing where you want your first point of contact to be and what your customer will engage with and grow from there. 

2. Speak to your customers

Speak to your customers before, during and after an event. Whether you're using text messaging, email marketing or social media (or a combination of different methods) it's important to be in touch to reiterate important information and to share new information. 

3Create engagement opportunities

Create opportunities for people to engage with your brand. These can be competitions or, if you're at an event, spot prizes. Engagement opportunities should fit with your brand and how you want people to engage with you. For example, we wanted real estate agents to buy more advertising so engaged them with advertising products. 

Creating a powerful and interesting way to connect with your customers creates opportunities for your business beyond simple transactions. Developing relationships increases the chance that customers will return to your business and spread the word. Every interaction should be looked at as an experience. Learn the power of creating a customer experience

How to combat ad fraud

Globally, ad fraud costs marketers an estimated USD$7.6 billion every year. Click fraud, where the Pay Per Click advertising model is exploited by computer programs that click display ads, is one of the most common forms of online fraud. 

Ad fraud creates challenges relating to return on investment, ambiguity on campaign performance and substantial losses of marketing budget. 

Despite the challenges display advertising can effectively engage potential customers and help to grow your business - our own advertising effectiveness research clearly shows that display advertising is very effective in delivering to campaign goals. 

Unfortunately, Kiwis aren’t immune to click fraud so you need to know how to keep your
digital advertising safe. 

Understand the power of your campaign reports and analytics

Data and analytics are a powerful way to understand how your potential customers are interacting with your advertising and also provide useful insights to help identify and combat ad fraud. 

Regularly review and analyse your advertising campaign data and analytics for anything out of the ordinary across advertising networks or exchanges.

Keep an eye out for: 

  • Unusually high spikes in click through rates from particular sites, often coupled with unusually low conversion rates in comparison to other activity you’re running
  • High CTRs from ads with very low viewability
  • Look out for a single visitor that seems to trigger a lot of ad calls

Another good starting point is your site analytics - it’s extremely important to make sure your ads are tagged correctly, so you can easily identify paid vs organic traffic in your analytics tools and review how good the traffic you’re getting from your ad exchange actually is.  

The next step is to look at advertising referrals and pay close attention to domain names tol help weed out any suspicious activity. 

For example, keep an eye out for websites that look similar to these: 

Buy-cheap-online.info
www.get-free-traffic-now.com
Free-share-buttons.com

And beware of URLs that look familiar at first glance but have a misspelling or different prefix or suffix. You would never see a URL like the following from a premium website: editors.pick2030.stuff.co.nz   

Use customer centric marketing  

One of the best ways to combat ad fraud is to remove it from the equation by speaking directly to your target audience. 

Google Adwords and search engine optimisation will drive people to your website when they search relevant topics on Google and social media advertising (such as Facebook or Neighbourly) let’s you target by interest, demographics or region. 

Nevertheless, it pays to be aware of what you’re paying for so you can get the most out of your advertising because the social media giants, which depend on content created by their users to attract people to their websites, are able to make can make claims about metrics and analytics without verification of quality or truthfulness from independent measuring services Nielsen and Comscore. This lack of accountability means you may not be getting what you’re promised. 

Use Premium advertising providers  

Nielsen and Comscore are independent companies that measure engagement rates in a transparent process that all premium New Zealand sites (including Stuff, TVNZ, MediaWorks and NZ Herald and others) adhere to. 

Websites, and ad networks, most likely to commit ad fraud are those that are solely incentivised to generate as much revenue as possible, as quickly as possible. 

Premium environments (such as Stuff, the NZ Herald, TVNZ and MediaWorks) are incentivised to create content that engages New Zealanders in order to build strong relationships with consumers and so offer advertisers quality, engaged audiences.

Having diverse advertising revenue streams (e.g. offering sponsored content and native advertising) means premium environments need to maintain high quality content and strong integrity, thus removing the incentivisation of ad fraud because a premium environment partaking in ad fraud risks losing its advertisers.

Premium environments also have to be transparent about the capabilities of their advertising reach and this transparency is measured by Nielsen and Comscore, independent companies that measure engagement. 

In New Zealand the best place to purchase premium local websites at scale is through KPEX.  

Know where your advertising is going

Ultimately, it’s up to you to know where your ads are being served and what kind of content those ads are supporting. 

Agencies and exchanges can make guarantees but it’s important that you really understand where your budget is being spent. How much of it is going to premium sites? If it’s not going to premium sites, where are your ads ending up? Find out what ad fraud identification and protection is in place as part of your media planning process and agency buys.

Once you know the answers to those questions you can optimise your campaign targeting and use customer centric advertising and premium exchanges to increase your ROI and engage with higher quality audiences that care about your brand. 

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Becky Saunders is Digital Advertising Innovation Manager at Fairfax Media. She’s responsible for the development and delivery of Fairfax’s programmatic platforms. Becky has more than eight years experience  in digital commercial roles, including two and a half years as Digital Director at Fairfax Media. She was a project manager during the establishment of KPEX. 

Put your best foot forward: Creating a customer experience

Every year real estate conferences - from Ray White to Harcourts to Barfoot and Thompson - are a big event on agents’ calendars. They’re an opportunity to grow personal brands and market share, strike up advertising deals and get to know media options.

The challenge 

We needed to connect with New Zealand’s real estate agents and generate valuable business leads, while opening up New Zealand’s most loved publications to help agents grow their businesses. 

While real estate conferences provide an excellent proving ground for brands, they also come with a unique set of challenges: small environments jam packed with intense competition, vying for agents’ attention. 

Our idea

As conference veterans, we knew we needed to come up with an innovative way to capture audience data and ensure high engagement for our sales reps leading up to, during and after the conference.

Successful Agent Wear through Socks faster

What we did 

We developed the Put Your Best Foot Forward campaign to transform our time at the conferences into a full customer journey. 

 Anchored with a simple and very novel fact that: Successful real estate agents wear through socks faster than their less successful counterparts, the campaign created a powerful tongue-in-cheek engagement opportunity with some real prizes up for grabs: 2 x $2,500 advertising packages (and a three month sock subscription). 

Using Engaged Sciences we created a real estate and Fairfax Media themed quiz that pitted attendees knowledge of their industry alongside facts about advertising with Fairfax, with  entrants in the draw to win one of the $2,500 ad packages. 

There were three main brand touchpoints to ensure Fairfax Media was top of mind for the attendees: 

The campaign 

Pre event

We connected with the Ray White database through email in the days leading up to the conference. We introduced ourselves, told them about the prizes we had up for grabs and gave them the opportunity to jump the queue, fill out the quiz early and go into the draw. 

Event day SMS

We sent a reminder SMS to the Ray White database reminding them to come and say hi and letting them know they had the opportunity to win a $2,500 advertising package. 

A follow up SMS was sent at the end of the conference, encouraging attendees to get in touch with a Real Estate Business Director if they didn’t make it to the booth. 
 

 

Need new socks?

The quiz

Carefully woven into a 10 question quiz about real estate and the industry were questions / answers that informed attendees about the Fairfax brand and advertising options. The quiz generated strong engagement, offering a $2,500 advertising package or sock subscription for all those that completed it. 

The quiz was successful in capturing email address, agent names, mobile numbers. 
 

The insight 

Conferences are an intensely busy environment so using our expertise and knowledge of Kiwis - and how to create meaningful engagement - we knew an interactive, multiple touchpoint campaign would create the strongest engagement across the crowd.  

Put your best foot forward

Results 

Pre conference

We created an engaging customer journey that engaged our audience before, during and after the event. This resulted in 112 pre event registrations and leads through our quiz. 

One of our goals was to understand and develop a Marketing ROI for the Ray White Real Estate conference. We discovered that lead generation costs us $37.85 per head, which allows us to do a cost to benefit analysis to measure the success of our investment at the conference. 

During conference

  • The Quiz produced strong engagement with 97 attendees completing within the two hours the quiz was active. 
  • We collected 297 leads through our competition to win a pair of Sony headphones. 
  • Collected valuable data from 42.43% of conference attendees through pre-registration, a business card draw and a real estate themed quiz, which we are able to pass on to our sales teams as hot leads. 

Creating a cohesive experience at the Ray White Real Estate conference allowed us to capitalise on a lead generation opportunity, enabling our sales team to focus on high priority, data driven, sales to tailor advertising packages for each lead.  

 

Grow your business with digital marketing

Digital marketing has transformed how business connect with their customers. Since the birth of Google in 1998, it’s grown into a powerhouse that offers opportunities for businesses in every industry and of every size - transforming how business (and brands) relationships with customers play out everyday.

Despite digital marketing’s exponential growth, there’s massive potential for businesses to tap into.

Tapping into digital marketing’s potential

Whether you’re starting out in digital marketing or you’re honing your skills, here are five things you need to work into your strategy.  

Customer-Centricity

Traditionally, marketing was a lot less personalised than it is today. There was less focus on knowing who the customer was and more on engaging as many people as possible with a campaign.

Digital marketing has turned that on its head and now the customer - and their data - need to be at the heart of every decision. This customer-centricity and focus on the customer journey means marketing needs to be more personalised with retargeting campaigns and calls to action that engage with customers wherever they are on the sales funnel.

Success in digital marketing is about understanding your audience and appealing to their needs and desire using tailor made content and information.

Mobile marketing

Mobile marketing is seeing massive growth, offering audiences in an immersive environment, it should be at the core of any digital marketing strategy.

Google is leading the way with its Accelerated Mobile Pages project which puts into focus just how much of a crucial player mobile is becoming in digital marketing.

Constant innovation in mobile is opening an increasing number of advertising options including augmented and virtual reality (think Pokemon Go) capabilities growing on mobile platforms.

Social media marketing

Social media marketing connects you with your customers anytime, anywhere. Functions like Facebook Live and live streaming on YouTube are becoming a popular way for brands to connect with audiences but the next step is a lot more personal: Messaging apps What’s App, WeChat and Facebook Messenger are giving brands the opportunity to connect directly with customers through one on one advertising and conversion.

Conversion Rate Optimisation

Conversion rate optimisation is simply taking your content and making people interact with it. Using active language like “download now”, “free” or “watch now” gives the action a sense of urgency and priority, encouraging people to click then and there.

Coupling CRO with social proof - customers being able to see each other at an event or interacting with a brand or product - is helping to drive brand engagements across all types of digital marketing.

Optimise engagement by taking advantage of video to explain product usage or your brand’s services and highlight must have experiences.

Marketing Automation

Marketing automation combines insight-focused capabilities from CRMs, lead management systems (such as email marketing), web analytics platforms and customer service systems to help manage the customer journey.

Being incomplete control from a potential customer’s first point of contact with your brand right through to the end of the transaction, gives you the opportunity to personalise your customer journey without having juggle dozens of different interfaces. Add to that  artificial intelligence - such as chat bots on websites - and can allow brands to have a one on one interaction with each unique visitor.

What’s next?

Digital is putting the power of a marketing agency into the hands of SME’s across the country. Thanks to Facebook, Adroll and Google Analytics, it’s easier than ever to create and monitor campaigns using everything you’ve just learnt.

The first step is thinking about  the primary goals for your business and what you want to achieve with digital marketing. Are you:  

  • Driving sales?

  • Building brand awareness?

  • Generating more leads?

  • Retaining customers?

Once you understand that, the next step is understanding how to you match up with industry standards to see where you can improve your marketing. Google’s Rich Media Gallery provides industry benchmarks in a free, easy to use tool: Rich Media Gallery

Think about:

  • How many visitors does your website get compared to others that are similar?

  • Is the message on your website clear? Are your calls to action obvious and instructive?

  • How many people are opening your emails and clicking on links?

Well planned and executed digital marketing can create massive opportunities for any brand. While it’s tempting to jump in with both feet, the measurability of campaigns across social media and retargeting offer huge opportunities for testing and learning.

 

Oliver Hill is Fairfax Media’s New Product Marketing Manager.  He has 14 years experience in digital marketing, working for companies including: American Express, Fox Sports Pulse and Yahoo!.

How to keep your brand safe online

Gareth Codd, Group Sales Director Fairfax Media NZ, discusses how to keep your brand safe online, what to look out for in a premium environment and the dangers of ad fraud.

Using email marketing to generate conversions

Neighbourly offers local - right down to the neighbourhood - advertising options for businesses. This lets businesses grow their presence in the community and create relationships with customers that go beyond transactional. We needed to show businesses how advertising on Neighbourly would benefit them. 

The Challenge 

Neighbourly is New Zealand’s fastest growing social media platform. We needed to convert that growth into advertising revenue while increasing the number of businesses connecting to the community to strengthen Neighbourly’s value proposition for business. 

Our Idea 

Our idea was to bring Neighbourly to our business database to show them how they could grow market share in their communities, connect with the people in them and build their reputation. 

What we Did 

We identified three sections of our business audience and created an eDM campaign to present them with a tailored proposition.  Each proposition would show the audience segment the importance of engaging with the community through Neighbourly and how it would positively impact their business. 

The three sections were: 

Claim Your Free Business Listing:

Targeted at Fairfax Media clients who were given a complimentary listing but were yet to take it up, this encouraged businesses to become active users. 

Free Local Business Listing: 

For those that had yet to sign up to Neighbourly or the Business Listings, this gave them access to the resource. 

Premium Business Listing:

Targeted to businesses that have been using Neighbourly’s Free Local Business Listing offered a discounted upgrade for the Premium Listing, which offers a plethora of additional options. 
 

The Insight 

Social  media is a powerful tool for businesses but many still shy away from it. By putting our foot forward, and introducing Neighbourly, we would break down that barrier to show them how their business can directly benefit and how easy it is to do. 

The Results 

Neighbourly pic.JPG

The campaign generated industry leading click through rates, revenue leads and an increase in businesses signing to Neighbourly. 

Create Your Free Listing returned an open rate of 39.6% (above the industry average of 18.1% for Marketing and Advertising*) and a click through rate of 8%. This generated a pool of prospective leads for conversion into a paid subscription of more than $12,000. 

Upgrade to Premium returned an open rate of 55% and click through rate of 3.85% (above international benchmark of 2.06%*). 

A secondary campaign targeting clients for an up sell from the free listing to a premium listing focused strongly on communicating the benefits of a premium listing and returned a 45% open rate and 3% conversion rate to paid listings. 


What the Client Said 

"One of the benefits of working with Fairfax is the large number of potential business prospects they have dealings with. Used well the database can create many opportunities This campaign allowed us to zoom in quickly to the potential businesses that were interested in our product, allowing us to ensure we generated the best sales close rate possible with the resources we had at our disposal."

- Casey Eden, Founder Neighbourly 


 

How to create copy that will transform your proposals

Copy can seem like a small thing but, much like the way you wouldn't build a house with rusty nails, getting the copy right can transform your business proposal and your engagement with clients. 

Take the time to understand how readability, sentence structure and a killer headline can transform any flier, advert or proposal into something to remember. 

Download Writing Great Copy and get keep yourself one step ahead of the competition. 

 

#buythisbeachnz: Using Stuff to transform a local campaign

The #buythisbeachnz campaign united Kiwis behind a single cause: keeping a beach in the Awaroa inlet by Abel Tasman National Park in public ownership. Kiwis rallied behind the cause, donating more than $2 million to buy the land. 

The Challenge

Two ordinary Kiwis, Daune Major and Adam Gard’ner, launched a campaign to buy a privately-owned beach in the secluded Awaroa Inlet in the Marlborough Sounds and transfer it to public ownership. 

The campaign was about ordinary Kiwis doing an extraordinary thing and we saw how that connected to the Stuff/Fairfax Media values of bringing together our communities to thrive and to enable socially conscience Kiwis to  connect over issues that are important to them.  We were able to put our money where our mouth is, showing people that we are for them and care about the same issues they do. 

When we saw the clock was ticking on the campaign, we stepped in to help New Zealanders raise the remaining $1.1m.    

Our Idea 

Our idea was to rally Kiwis to band behind the campaign and give a voice and opportunity to the  people that wanted to return the beach to public ownership. To do this, we would create a multimedia, cross platform campaign anchored on Stuff. 

What we did 

We created a multimedia campaign that centered around a strong call to action on social media with the hashtag #BuyThisBeachNZ, which acted as a rallying cry for our audience. 

Campaigners Duane Major (left) Adam Gard'ner (right)

Campaigners Duane Major (left) Adam Gard'ner (right)

The campaign was launched by an open letter from Patrick Crewdson, Editor of Stuff: 

“Stuff is getting behind the project to preserve this slice of paradise for the public - and we’re asking you to join us.” 

What followed was storm of diverse content, over a nine day period, that engaged hundreds of thousands of New Zealanders. 

Donations closed: Displayed on editorial supporting the campaign. 

Donations closed: Displayed on editorial supporting the campaign. 

30 pieces of editorial content, each one a call to action that put the campaign front and centre and embedded the Givealittle fundraising page into the article, presenting endless opportunity for people to contribute. 

Content types included: an opinion piece from one of the campaign organisers, Daune Major, talking about the spirit of the campaign; contributions from the Stuff Nation community; Major video pieces including interviews with the organisers, politicians and public scoping out the project 

Once the campaign target was reached we launched a secondary campaign that thanked all those that had contributed to the cause. 

It included: 

  • 21 video pieces created
  • 30 editorial articles created housed within stuff.co.nz/travel/news/buy-this-beach
  • Facebook Live stream of campaign founder Duane Major thanking Stuff supporters had 22,000 views
Success! Editorial celebrating reaching the fundraising goal. 

Success! Editorial celebrating reaching the fundraising goal. 

The Insight

Community is a driving force for Stuff and our audience has rallied behind international and community causes where we’ve made a tangible difference to people’s lives. This, combined with our deep connection to New Zealand’s communities, meant we knew how to talk to our audience and how they feel about social and political issues. 

Looking deeper: Editorial examining the issue of coastal ownership in NZ

Looking deeper: Editorial examining the issue of coastal ownership in NZ

The Results 

Donations: Donations increasing after Stuff came on board. 

Donations: Donations increasing after Stuff came on board. 

  • Before our campaign started, donations lulled at $870,000. 
  • Within a week of starting our campaign, the $2 million target was achieved. 
  • 21 video pieces created - 150,000 views across our platforms
  • 30 editorial articles created housed within stuff.co.nz/travel/news/buy-this-beach
  • Facebook Live stream of campaign founder Duane Major thanking Stuff supporters had 22,000 views

 

Wasp Wipeout: Engaging local and business communities to create sustainable change

The Nelson Mail created a fundraising campaign to help tackle Nelson's wasp problem. The multi-media campaign included a short documentary (watch below), a purpose built editorial content in the Nelson Mail and engagement with local businesses. 

The challenge 

Nelson Mail editor Victoria Guild and her team created editorial content to support the campaign. 

Nelson Mail editor Victoria Guild and her team created editorial content to support the campaign. 

Wasps have been the scourge of the Kiwi summer for decades, no more so than in Nelson; the home of a common and German wasp population whose biomass is greater per hectare than the rats, stoats and possums combined.  The Department of Conservation and local groups have been at war for years but in 2016, in time for the 2017 hatching season, the Nelson Mail and Fairfax Media stepped into the fray. 

The challenge: raise $50,000 through crowdfunding  to create a wasp free corridor in Nelson, freeing up the community from (potentially lethal but always painful) stings  and helping protect native bird and bat life - which often falls prey to wasps. 

Our idea 

Our idea was to create a community wide crowdfunding and education campaign utilising the Nelson Mail, in print and online, to show the community how wasps devastate native species and the environment what they could do about it.  

We would create a fundraising platform that made  donating accessible and show donors where their money was going. 

To ensure we had enough volunteer power involved in the campaign we’d encourage the community to get involved by registering with DOC to become an approved Vespex bait user,  allowing them to put bait their homes and neighbourhoods. 

The navigation pane featured across the Nelson Mail's coverage, allowing people to engage with each facet of the campaign. 

The navigation pane featured across the Nelson Mail's coverage, allowing people to engage with each facet of the campaign. 

What we did 

We created a cross platform campaign with three touch points: 

  • Nelson Mail in print
  • Nelson Mail online
  • eDMs targeted to Nelson Mail subscribers and local businesses
Biomass of wasps is greater than all other pests in South Island beech forest. 

Biomass of wasps is greater than all other pests in South Island beech forest. 

The campaign centered on a three-pronged approach that engaged and educated people across different topics affected by wasps looking at: the environment (how wasps consume food sources for native birds and  invertebrates as well as attacking the baby birds and invertebrates themselves), the economy (such as impacts on tourism and the honey industry), and human well being. 

Each of these points was covered through in-depth multimedia  journalism in the Nelson Mail, incorporating editorial, display advertising, community generated content, infographics and videos. 

Bait stations laid across the top of the South Island to create a wasp free corridor.

Bait stations laid across the top of the South Island to create a wasp free corridor.

Our fundraising platform closely mirrored the Kickstarter model. We offered different tiers of donations, allowing supporters to donate towards different equipment e.g. 

Regular SWAT Team - $25
10 bait stations 

Regular Stinger Pack - $100
600g of bait
1 applicator stick
24 bait wells 

This increased accessibility to the fundraising campaign - allowing business to support higher end tiers and offering access points to fit any budget (general donates accepted from $5). 

Community outreach has extended to two schools, and numerous service clubs like Lions and Rotary, where Nelson Mail editor Victoria Guild has given talks about wasp wipeout. 

The insight

The Nelson Mail has a rich history of engagement with its community. For 150 years it has been informing and entertaining the people of Nelson. This meant that we knew how much of an issue this was for the community and were able to meaningful connect with its members and the businesses that call Nelson home, creating a more liveable community. 

The results 

The crowdfunding campaign raised an astounding $55,600, recruited 285 volunteers to help place the bait and had dozens of residents who have placed bait around their own homes . 

Vespex has more than a 95% success right and, thank to the fundraising, we’re able to cover 390 km of Nelson’s Beech forest. 

The success of the campaign created a valuable blueprint for future Wasp Wipeout missions, opening the potential for the wipeout to be scaled to a nationwide campaign. 


What the client said 

“Working with Victoria and the team at the Nelson Mail and wider Fairfax operation has been fantastic. We’ve been able to achieve a whole lot more for conservation and our community than endeavouring to do it on our own. This campaign has meant that DOC has been able to deliver five times more wasp control across the region than last year.

"The partnership has been built on trust, a clear shared vision and each party has worked working to its strengths in leading its area of expertise.

 "The Tasman Environment Trust has supported through managing and distributing funds to the community as well as providing another online home for information.
We are just delighted with the results, and are looking forward to working together with Fairfax Media in the future.”

Christine Officer, Partnership Development Manager, Department of Conservation