Barfoot And Thompson sponsorship of World Masters Games

Backstory on Barfoot’s World Masters Games advert

I saw the Barfoot & Thompson’s advertising sponsorship of the Auckland World Masters Games and was stunned by the ingenuity of the imagery.  Here’s a poster near my office.

Barfoot And Thompson sponsorship of World Masters Games

Barfoot And Thompson sponsorship of World Masters Games

And this prompted me to want to find out more about the context for the campaign.

Barfoot’s Chief Marketing Officer, Jen Baird, kindly answered my questions and also introduced me to Joe Holden, the Creative Director.

Why did Barfoots take on the sponsorship of WMG?  

Jen Baird, CMO, Barfoot & Thompson

Jen Baird, CMO, Barfoot & Thompson

Sponsorship has become a larger part of our strategy over the years – a large part of our business is residential property sales – most people do this every 5-10 years.  We want to stay relevant in their lives when they’re not thinking about real estate.

Being involved in the community is key – we have always been very involved because real estate is about community and people.  WMG was an opportunity for us to be hugely about this amazing place where we all live.  Our over-arching objective is to make Auckland an amazing place to live, work and visit.  We are an Auckland-only real estate firm.  Bringing the event to Auckland is about us giving back to the City.

Our sponsorship helped WMG happen. 

What was the brief ?

The brief was quite broad – this is the largest sponsorship that B&T has undertaken.  The event fits nicely with our philosophy of supporting the local area and also sports – we have  backed sport with sponsorship before.

We wanted brand awareness, and also to continue to build awareness of us as a strong community partner. We have a philosophy of being a family-run business.  This is all about Auckland, a celebration of sport and Auckland tied together and made relevant for us.

We sent a full brief about what the WMG event was all about and what our sponsorship means to us as an organisation and what our goals are.  It’s about celebrating the games and also the City and making the city amazing and creating great events that bring visitors here from overseas.

We felt that when the creative team came back with such as strong concept – we felt we didn’t need lots of iterations – it was so strong on its own and so we put everything behind it. 

All the space has been booked by us.  It was launched beginning of February with light touch digital – there’s more this month and again in April, it’s largely digital and outdoor media.

What next?

One of the things we’re excited about is an activation using a Cheer Squad – visiting competitors entered a draw to win their own “cheer squad” – we have 7 winners and they will have their very own squad to support while they are competing. … we did a Skype interview with the first winner, she’s a Professor from Yale University.  She was entered in Softball with an Australian team.

The athletes who have won are competing in cycling, golf, hammer throw, triathlon, softball and 2 x athletics.

We are doing lots of local promotion with staff in our branches and local schools. One of the legacy goals is to get kids involved to try out sports.  There are 42 venues across the region – we are also down at the entertainment hub at the Cloud.  We’ve got a sports arena set up there, for try-outs for a load of sports.

And the medals are also branded in corporate colours, Blue and gold,  blue and silver, blue and bronze.

[Watch out for Jen in her running shoes as she will be doing the 10k run from the Cloud to Orakei and back.]

WMG time lapse

Take a sneak peek behind the scenes of our World Masters Games campaign video! Each of the events in the Games has been represented here – can you find your sport?

Posted by Barfoot & Thompson on Tuesday, March 14, 2017

Joe Holden talks about the creative process

What was the brief you received?

This was sold to us as the biggest sponsorship Barfoots had ever done.  We needed to really reflect that as in the past these sponsorships have had ideas that have tied in with selling real estate. This time the brief was more open – the background to the sponsorship is that B&T love Auckland, and giving to the City, and enabling Aucklanders to benefit from the big events, which may not come here without their sponsorship.  They did it in the past with the Triathlon World Wide Naming Sponsor for 2 years. 

This is all about participation – not spectatorship.  It’s a massive event and unless they’re participating the people in the street won’t know much about it.  Awareness is mainly with the competitors but Day 1 on April 21st everyone is going to realise something massive is on.

How did the team set about brainstorming the concepts?

We kicked around a lot of different thoughts – upfront normally when you brief a campaign it’s a minimum of three different executions.  But we did come up with a lot of multi-execution ideas.  So we struggled in a way – there are 28 different sports and sub-events within them.  We couldn’t use ideas that only showed one sport because that would be ignoring 27 others; so multiple executions would not be possible. 

We had different views of Auckland – Bean Rock as a shuttlecock and North Head was a cycle helmet…. but that iconic view of downtown from the water with the key things like Sky Tower and Vero Tower we felt that was the strongest one. 

To do it well, we realised we needed to put all our eggs into one basket – it was a craft job and had to be done really well to work on any format – you get prolonged enjoyment by seeing more detail. 

I’m really happy with the standard of the execution. There aren’t many jobs where you don’t have a thought about how to improve it afterwards.  With this one we had a long time to do it and we had ultimate control and we could control all the variables 

How did you shoot the image?  

There was no photographic shooting – it was all done by 3D modelling.  All the elements of the sporting equipment pieces were sourced as 3D models and skinned, lit and textured and coloured and logos removed.  Or they were created from scratch.  You can buy models of sports equipment e.g. Nike shoes – but it’s a rudimentary model and you have to put the colours and textures into it.  So you start with that and build each one of them and then have the arguments about what goes where!

For example, the concrete texture in the front of the picture – we felt it should not be water.  It’s not a photoshop collage, it’s a representation of Auckland but isn’t Auckland.  So it’s concrete.

We got every sport represented – all 28.  Some sports are covered off by one element in the image e.g. Cycling is also Triathlon and running shoes also cover a couple of sports.

Which were the hard ones to do?  Rowing was a challenge for us (it was going to be a bike end-on as the Sky Tower but it didn’t look right) then we thought why don’t we use a sculling skiff?  We couldn’t find a model of that – we had to do it from scratch.  There were endless arguments about the Cloud – we used bike helmets which do approximate to the right shape even though they don’t look exactly like the City. 

I hope you all agree this is a wonderful piece of work – congratulations to Barfoots team and also to all the competitors.

marketing manufacturer zero to hero

Case Study: zero to local hero for manufacturer

Auckland manufacturing firm, Cabjaks makes kitchen cabinets.  They worked with Creative Agency Secrets for 3 months to improve their keyword natural search results, SEM and on-site keyword SEO.

Cabjaks Manufacturing kitchen cabinets

Cabjaks Manufacturing kitchen cabinets

Summary of outcomes: Adwords results

In January when we started they sold a small amount of goods based on clicks from Adwords.
By March the revenues from Adwords clicks were up by 413%.
April is performing even better.

Cabjaks is becoming a strong brand on Google properties too

  • There have been 6 Five Star reviews in March (the previous one was September 2015).
  • We are now on page 6 of local search (up from 20+) and importantly a competitor is falling off the second page.
  • The YouTube optimisation has gained a 13% increase in views.
  • And Analytics confirms a 12% increase in website visitors over the past 30 days.

A “zero to hero” response in just three months demonstrates the success of our work with this manufacturing brand.

Learn How to Growth Hack your Website in May

Learn How to Growth Hack your Website in May

What it means to Growth Hack.

Growth Hacking is a new phrase meaning to aggressively make a step-change in business success.  It’s not just a cute phrase, there are specific techniques which can make significant improvements to website success.

You define success and we’ll teach you how to make it happen.

What is your #1 marketing and sales problem?

Get the answers about how you can growth hack your web success with USA experts Dan Morris and Rachel Martin during May 2016.

Face to face consult or small group workshops.

Email [email protected] with your #1 marketing and sales problem.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert

 

 

Know your audience better with Audience Industries Circles

Know your audience better with Audience Industries Circles

How well do you really know your audience?

Do you know what their interests are, what they want and need? Sure, we’d like to think it’s all about us and our brand. But there are strategies to reach your audience in a way that will get them engaged in you and your brand that goes beyond the surface of what you think they want from you. There are tried and true ways for you to know your audience better.

What’s your common denominator?

Find out what you have in common with your audience so you can be the brand that they trust. Engage them to keep them coming back to you. If you’re a marketing communication manager, in public relations, an agency marketer or have done the Audience Industries Sequoia curriculum, you should understand what to do, how and when you need to to make sure your audience comes back to you… every time.

Get to know your audience better with Audience Industries Circles

Audience Industries is coming to a town near you in May and are bringing Circles with them. Really good news for you. The course is broken up into 7 modules that will help you to really get to know your audience. Audience Industries wants to show you how to bring your audience to you, over and over again. Keep them coming back by speaking their language, learning their paths and optimize your ads to deliver maximum value for your site. Because we know, it’s all about the money.

Here’s what’s in store for you if you sign up for Circles:

  • Module 1: Learn what your audience has in common with you
  • Module 2: Be the brand/business that your audience trusts
  • Module 3: Find out what your audience wants and needs
  • Module 4: Break down the elements of compelling stories and apply them to YOUR story
  • Module 5: Understand what makes your audience take actions on your site and use the information for good
  • Module 6: Get the strategies that create likes, clicks, shares… real engagement on your social media channels
  • Module 7: What you should know before you optimize your ads

Sound like something your business needs?

We thought it might. That’s why founders Dan Morris and Rachel Martin are bringing Audience Industries to New Zealand for the second time. The Circles curriculum is coming to these big NZ cities this May, so book your tickets now while there’s still time:

It’s not just the Circles curriculum that’s coming to town.

If you think the Circles curriculum is good… you’re right! But Audience Industries has 3 other curricula that we think you should take a look at, too, to help you grow your business in an online world. Read more about the Audience Industries NZ Tour from Creative Agency Secrets to see just what else you can learn from Dan and Rachel. Don’t waste any more time wondering how to grow you business revenue online! Book your tickets for a city near you now.

Audience Industries Will Help You Drive Revenue Online

Audience Industries Will Help You Drive Revenue Online

Are you new to digital communications, work in marketing or as a web admin? Good. You’ll want to hear this:

Your online activities for your business can significantly monetize your audience!

Maybe you knew this already but, if you’re here, you may need a little help getting to that point. Lucky you, we have just the thing! The Audience Industries NZ tour is coming to town!

How Audience Industries Will Help You Drive Revenue Online

The Audience Industries program is made up of 4 separate curricula, which together cover everything you need to know about increasing your online profitability.

Let’s focus on the most widely applicable course, the Sequoia curriculum. With 6 modules and 4-8 hours of your time, learn how to turn around your online efforts in simple ways that will make a huge difference to your business.

  1. Learn your audience’s ladder of value, where they came from and when they’ll be ready for you.
  2. Keep the audience coming back for more with pro marketing.
  3. Build the ultimate audience with every word you write.
  4. Stand out so your audience can find you.
  5. Find out how to get your audience from each of your social media platforms to you.
  6. Don’t sell yourself short. Your knowledge is worth a lot more. Start to understand pricing, format and what to expect in the future.

Intrigued?

I thought you might be. When it comes to your business, what you’ll take away from the Sequoia course will be invaluable. There’s no question.

Dan Morris and Rachel Martin

Founders of Audience Industries and your online marketing gurus for the tour, will be arriving on our shores in May to share their marketing expertise with us.  Are you in or near Auckland, Dunedin, or Wellington? If so, read more about the tour and book your spot now while the going is still good!

If you want to improve your online revenue for your business, don’t let this tour pass you up. Book now and take the first step towards maximising the potential of your website.

Cluetrain Original

Cluetrain has New Clues – time for newbies to read the original!

I listened to the FIR podcast #790 and found that Cluetrain has been updated!

Cluetrain Original

Cluetrain Original

New Clues published in January and numbers 52-67 apply to our marketing communications world in particular. [see below]
Oh, and also pay attention to number 100
You want to know what to buy? The business that makes an object of desire is now the worst source of information about it. The best source is all of us.
It will be hard to adhere to them – because marketers are busy fouling their own nest, much as we did with banner adverts, SEO and oh-so-many other internet tools which we over-exploited so the makers ended up changing the rules to exclude our actions.
Seems to me ever more of a message about the quality of content, ease of discovery and honesty of presentation.

Your marketing strategy for 2015

If your marketing strategy for this year even remotely resembles what you did for the past 5 years tear it up.  Forget it.  The businesses who will thrive understand Cluetrain, they present their wares at least in part in a Cluetrain-format and will reap the $$ rewards accordingly.
Just call us if you think you want to change and don’t know how.

Rant over.

Now, what do you think?
I’m going to get my whole team to read Cluetrain original next week as their homework!

New Clues for Marketers

The New Clues that directly relate to the practice of marketing. Numbered from the original. Read more

Christmas Campaigns That Shine

Christmas campaigns may seem like a gimmick, but they work. That’s because it’s a time of year where people are looking to buy and as a result, customers are far more communicative.

Hellmann’s Christmas Advert

Look reactionary by planning early

Planning early has many benefits. For example, you don’t want to get a campaign stopped behind bureaucratic doors and miss your chance to launch it at the best of times. If your campaigns are pre-approved you won’t miss those good opportunities to launch them when they come by.

Nothing says “viral campaign” like a relevant one that comes out as soon as a meme starts. Start planning your campaigns early, and plan multiple variations for different situations. Then all you need to do is keep your finger on the pulse throughout the run-up to Christmas period and unleash your chosen campaign when the best opportunity arises.

Here’re a few campaign ideas:

  • Relevant product promos – promo your 2015 calendar when advent calendars start getting popular.
  • “Still time to buy” reminders – customers often rush for purchases just 1 week before Christmas, so a little timely reminder can go a long way.
  • Discount codes & free delivery – while most common of Christmas campaigns, a time-liimited discount campaign is often short and sweet enough to catch more attention.
  • Extended returns period  – take the “giving mood” approach and develop a relationship with your customers.

One things for sure, each campaign must decide on a clear goal. Review previous campaigns, check their strengths and weaknesses, then carefully plan out how you’ll support your campaign goals through action.

Focus on increasing dialogue with customers (not necessarily hard sales)

Christmas is a great time to develop customer relationships as well as just push sales. Use the increase of inbox opens and social media interactions to build your email lists and get more in touch with your customers. Outside of capturing emails you could also push feedback forms and surveys to capture behavioural data which can improve all your 2015 campaigns as well.

You could:

  • Simply wish Merry Christmas via email or pop-up box.
  • Run social media competitions that require email opt-ins, but instantly give a discount when a customer enters.
  • Re-engage with past buyers by offering them something special for doing business with you again.
  • Have fun and test out marketing platforms you wouldn’t normally use, potentially opening your exposure up to a whole new crowd.

Offer something DIFFERENT

Make an impact and stand out from the crowd by doing something different. Implementing a wishlist on your website (EXTRA: can use data for targeted mailing!), personalising your promotions and running some exciting social media competitions are a few ways to have your company look both professional, and interested in its customers.

The question you need to ask yourself now is – “what’s the best Christmas campaign for my business”?

7 steps for creating your Christmas marketing campaigns

STEP 1: Collect and assess behavioural data from past campaigns.

This should be as straight forward as going into a database and looking through campaign statistics. If you’re not doing this already, a simple excel spreadsheet and recording past campaign data should be your next course of action!

STEP 2: Think of 5 opportunities/ circumstances for sending campaigns.

These opportunities should be periods around Christmas (start of advent calendars, last week before Christmas, etc). Try to find opportunities that can easily be related to what you offer as a company.

STEP 3: Write up these campaigns.

Carefully plan out each campaign with action lists and then make sure you’ve got the content ready to go for each action.

STEP 4: Schedule campaigns that can be scheduled.

If your campaign is time dependent, schedule it and make an alert to remind you when it goes out. Once it is live, you should still have to take action (such as sharing your campaign via social media), so have that ready.

STEP 5: Create daily Google Alerts for topics that the remaining campaigns can react to.

If you’ve created some reactionary campaigns for the holidays, make sure you’ve got ways of identifying when they can best be activated. We use Google Alerts to track conversations so that we can react to them, and it’s a great way for looking for that perfect campaign launch opportunity.

STEP 7: Recap on all campaigns (analytics and assessment).

Once is all said and done, sit down and have a good look at the results of each campaign and how they went. This is very important as it will help you create more successful campaigns for the future!

 

Looking for fresh ideas and assistance on your Christmas marketing?

Drop us an email and we’ll be happy to brainstorm ideas for you!

Marketing a tree care surgery business

I am looking to launch a tree care (trimming, removal) business and was looking for ideas on creative

English: Tree Surgery, Omagh All the smaller b...

Tree Surgery, Omagh All the smaller bits get mulched. (Photo credit: Wikipedia)

advertising etc that can be done cheap.

You’ve come to the right place!  You don’t say which town you are in but here are our best suggestions:
  1. Join a BNI group.  Business Networking International meetings are weekly and members refer new business to each other.
  2. Get a business card and fridge magnet printed (use something like vistaprint.com)  Hand these out to people you meet, clients. Give them 2 each and ask them to pass one to a friend.
  3. Approach the local schools and ask them if they’d like to do a fund raiser.  They promote your services to parents and you give back 10% of all  revenues to the school for their own use.  You will have to give them a poster or flier with all the details designed on it (the person who designs your business cards can do this at the same time).
  4. Use Yellow pages to find all the property rental agencies in the town.  Make an appointment to visit each one and ask to talk to the Property Managers.  Tell them about your service and ask how you can get onto their approved suppliers list.  These people regularly use services like yours for managed rental houses and apartments.
How do these sound?  I picked them because you can do them all yourself as the business owner without specialist marketing skill –  you just need to be able to explain your service and your prices.
If we can help you with other marketing things e.g. writing a website, running a newsletter, creating a customer database, online advertising, blogging, using social media – please ask.
copyright & trademark symbols

The Legal Side of Marketing – what you need to know

Whether you are a young entrepreneur looking to venture out into the world of small business, or you are a high level marketing

copyright & trademark symbols

Image from auocoms.com

firm, you need to fully comprehend the ins and outs of basic marketing and law.  It’s important to know what will get you (or your clients) in hot water, or even worse, put out of business. Claiming ignorance will not work as a defence when you’ve been dragged into court over trademark or copyright issues. There is a very thin line between what is protected and what isn’t; the following are ways in which you can assure that you are properly protected from a costly and time consuming lawsuit.

Trademarking

When it comes to names, catch phrases and images it’s generally a good idea to check a Trademark Database. If you find what you’re looking for in the database, it doesn’t mean that you cannot use it; however, you would be wise to ask permission from the trademark holder. Unless you are a direct competitor of the trademark holder, they tend to give or sell permission. This rings especially true in regards to using stock photos for websites and catalogs.

Copywriting and Ad Copy

If you make your living writing ads that capture and engage an individual into purchasing your product, it might behoove you to check and see if your country has specifics on what is and isn’t acceptable. I check in with The American Writers And Artist Inc frequently to ensure that no new laws have been passed regarding copyright or trademark infringements.

It astounds me the number of websites and marketing ads that promise unobtainable results due to their products. Perhaps the most abused clientele are those attempting to purchase weight loss diets, pills, and exercise equipment. An example of this would be using false testimonials in advertising.

Copycatting Isn’t Only for Serial Killers

Anyone who has ever watched a crime show eventually sees an episode about a copycat serial killer. It’s inevitable. Now, I’m not saying that those in marketing that copy other people’s work are perpetrating as severe a crime, but nonetheless, it is a crime (and like all copycat serial killers, they will get caught).

It’s a simple concept to grasp. It was cheating to copy a friend’s homework in school, and it’s cheating to copy someone’s marketing work in the real world.

Just because someone else was successful using an idea or phrase in his or her ad copy does not allow you to copy it into your advertising campaign.

Faking It on the Internet

Possibly the fastest growing form of illegal marketing is the growth of black hat SEO techniques. This is the attempt to use hidden text, improper link building, and cloaking to raise a company’s website profile in search results.

Another illegal form of online marketing is creating fake reviews of companies and products. In a recent case, in which nineteen companies were fined for created fake reviews on Yelp and Google Local, New York State Attorney General Eric T. Schneiderman, stated:

“What we’ve found is even worse than old-fashioned false advertising. When you look at a billboard, you can tell it’s a paid advertisement — but on Yelp or Citysearch, you assume you’re reading authentic consumer opinions, making this practice even more deceiving.” Schneiderman continued “This investigation into large-scale, intentional deceit across the Internet tells us that we should approach online reviews with caution.”

Without a business law degree, it’s not always possible to know what is and isn’t allowed. Thankfully, the internet is always full of advice and answers, and there are always sites like Legal Vision that make it their goal to provide insight and solutions to legal needs.

When all else fails, remember the words of Anita Roddick, the founder of The Body Shop, “Being good is good business.

If it feels wrong, it probably is wrong…