The 100% Pure New Zealand brand has been a powerful one, executed beautifully ever since it first launched in 1999. In the early years of the campaign, Tourism Australia had plenty to be envious of. Some nitpickers may even say a little of the credit belongs to Australia.
Tag Archives | marketing basics
If you’ve been to Melbourne lately you may have heard whispers of a new coffee shop down a cobbled lane and up the unmarked stairs, through a bespoke tailor’s showroom. The coffee is brewed for three days prior, using a bean roasting technique first developed by the Mayans on the steps of Chichen Itza.
Women and shoes – a love affair that knows no bounds. The pain we endure to look good in a pair of heels is enough to make any podiatrist cry. (Or maybe laugh and open another clinic.) According to a 2012 survey by department store Target, Australian women own on average 25 pairs of shoes.
If you work in marketing, you know how important technology is in regards to your business. Some of the biggest trends of today are occurring in big data, servers and mobile technology. Each of these trends has had a huge impact on marketing and sales.
Need to increase sales? Afraid of missing sales goals, but not really sure how to get consistent traction on them? Last year I had this problem. Every month, or quarter, or even year, I would write down a sales goal. It would end up scribbled in a notebook, and even sometimes entered into the CRM. I would even commit it to memory, with all my heart.
If you’ve ever been into a toy shop or wandered through the children’s section of a department store, you’ll know all about consumer choice. Aisle after aisle of products vying for attention. Things that beep and bleep, shake and sing. High tech, low tech, vintage revival. The toy and games sector is overwhelmed with products.
These days working at home is a growing trend for several reasons. 1. Everyone needs more than one income and most families need 2-3 sources of cash flow! 2. Working at home saves tax dollars while you earn income. Basically it is 1 effort and 2 streams of income: commissions from your home business and reduction on your tax liabilities.
In the fifth and final part of the Business with Australia series, I ask New Zealand exporters whether the long distance relationship can work. It’s unlikely to come as a surprise that in business, as in personal life, the risks outweigh the benefits.
New Zealand’s sense of humour, lifestyle and early heritage may not be too different to Australia’s, but business culture in the two countries is not the same. Australians are generally a tougher bunch to deal with and the size of Australia – both geographically and in population.
In the third of a six part series on Kiwi companies exporting to Australia, Bella Katz discovers that it pays to play down the Kiwi heritage when positioning in Australia. One of the things New Zealanders do well is laugh at themselves.