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The Last Word

Cut through the noise with video

Video is a powerful marketing tool. There is no stopping the rise of video consumption, and when it comes to marketing, it is an effective tool to engage your audience. Consumers are busy and every...

Are you timing your marketing right?

Right people, right place, right message, right time. It’s a frequently repeated marketing mantra – but all too often the fourth and final part of the equation is overlooked. In many cases timing is...

Marketing through uncertainty

The year ahead is one of hope for many businesses. The initial shock of Covid-19 is behind us and the tantalising prospect of a vaccine that could bring relative normality is on the horizon. While...

Don’t go it alone with your next product launch

Launching a new product into the marketplace can be an expensive endeavour. It takes time to understand your target audience, and even longer to build awareness and trust. One of the more powerful, but under-utilised...

Why focusing on existing customers is smart business

Picking up new business takes time and investment. Yet many business owners make it their focus, sometimes at the expense of servicing their existing customer base. As we head into 2021 and reflect on the...

Is your retail business ready for the Christmas rush?

Getting prepped for the holiday shopping rush is about more than just putting some tinsel on the store-bought Christmas tree and offering a silly season sale. Christmas specials matter, but if you don’t have the...

Social media advertising works, but is it ethical?

On one hand, we’re more connected than ever before – we can keep up with the happenings of friends and family almost in real-time, and limitless information is at our fingertips. On the other, many...

Honesty the best policy for staff communications

The year ahead will be one of the most uncertain for New Zealand businesses. The world continues to grapple with the impacts of Covid-19 and many directors will be wondering how their businesses can...

Bring your personality to the media interview

How many times have you watched a TV news item and felt like the interviewee was just reeling off a sales pitch? All too often people get caught up in their key messages and forget...

Harnessing election insights for success

The election is looming large and many Kiwi businesspeople will be keeping a close eye on which political party, or likely coalition, has its nose in front. The result will have implications for business...

Communications lessons from NZ’s crisis response

The way the Government has managed New Zealand’s response to the Covid-19 pandemic has been remarkable. Not only has the health response been outstanding, but the communication has been clear and impactful enough to...

Targeted marketing critical during pandemic

Most business owners appreciate the benefits of being targeted with marketing campaigns. But during the global COVID-19 pandemic, the ability to reach out to customers in new niches or in specific geographic areas is...