Xerocon

Balancing Direct & OTL marketing

This is a write-up of the B2B Marketing Disrupted event 31st March 2022 hosted by the New Zealand Marketing Association. The second Marketing Disrupted featured both Account Based Marketing and Breakthrough Brands – the balance of the direct and above the line which all B2B marketers know is a true juggling act – but still […]

NZ Tech logo

NZ Tech is our new export story

Many of you know I work with New Zealand Trade and Enterprise. I’ve been doing B2B marketing digital implementation coaching projects with businesses who export. I am delighted to find that Technology is now a sizeable export sector for the NZ economy. The razzamatazz launch was last week, but the reality is in front of […]

delete profile, crm for B2B

Unsubscribing and deleting databases

Have you checked you whether your CRM allows users to completely remove themselves from your records? I find this a frustrating issue as a marketer. I want to know that you once had a relationship with us; but I respect your choices (and privacy legislation). A Pleasant Surprise When I received a notification that “You […]

ecommerce, phone black friday deals

The Pros of E-Commerce

Online retailers offer cheaper prices than their brick-and-mortar counterparts because they do not burden overhead costs. They also benefit from lower operational expenses, enabling them to pass savings onto the consumer. Below are some of the benefits of E-Commerce: Convenience E-commerce allows consumers to shop from the comfort of their own homes. There is no need […]

privacy act 2020, NZ marketing association, B2B marketing,

Direct Marketing Best Practice Guidelines

Published by the Marketing Association (New Zealand). Download the full Direct Marketing Best Practice Guidelines. Good advice here for: Legal collection of personal information (13 Principles) Storage and security of data Access and disclosure Maintenance of data Removal / suppression of names from databases Data selection tips (list brokers) Data warranty register Related posts:

SEO copywriting, keyword check

Website copy testing for SEO

I hired a copywriter to do the website home page – but how will I know if what they wrote WORKS? Great question – I got this from a customer who did not hire me… but had the savvy to ask the right question. It looks nice but is the website home page copy doing […]

Hello sign

B2B email spam laws

A refresher for on the rules around sending email (and SMS) to prospects. New Zealand privacy and email marketing With regard to the NZ Privacy Act 2017 and updated 2020. Top level obligations Be transparent. Don’t hide anything. Make sure you have consent. Always give people the opportunity to opt-out or unsubscribe. Deemed consent is what […]

midlife women, Briscoes lady

Marketing and Midlife

I am a woman on a mission. To raise the visibility of midlife women in the media. Why? We are a sizeable population, we make around 50% of buying decisions and we are IGNORED by mainstream media. This has to stop Midlife is the age from 45 to 70 where women are in their prime. […]

customer persona templates

Marketing personas lack one big thing

Working with a client who needs to develop customer personas, I did some research and found a load of good articles on how to write a customer persona [links all at the bottom of this page]. So far so good. but on closer reading it’s clear they are all copying each other. Content Marketing needs […]