Air NZ, holiday styles quiz, CRM, Customer segmentation tool

AirNZ gamifys its customer segments

As a marketer I love being marketed to and so when I got invited by Air New Zealand to “Find out what’s your travel style?” I clicked to do the self-test quiz.

Backstory – Customer Differentiation for CRM

Air NZ Contest quiz, CRM, customer segmentation

Facebook advert for Air NZ Quiz

Brands need to be clear about different messages to different audiences.  This is basic database marketing concept is easy to achieve using segmentation based on actions.  The difficult part is identifying customer attitudes and desires which have not yet become actions.

Creating a differentiation matrix for your customer base is worthwhile and if you have never done one before, ask us to help you create it.

After you have actions plus attitudes then you can create a layered differentiation plan – plugging your customer journey and content plan with clear guidelines which your team will love because it makes it very easy to track progress towards your goals.

Here’s Per Caroe’s slide from our Unhurried Conversation in which we focused on discussing customer journey maps.

Activity scoring for customer segmentation

Back to Air New Zealand’s segmentation strategy

The team will have created the segments based on research data (Qual and Quant) but their challenge is how to populate their existing customers into the data grid.  Here’s where the fun quiz fits.  By running a campaign with a prize draw, they are creating a series of Golden Questions and the obliging customer fills in the quiz and creates a score which populates their preferences in the database.  What follows is the clever part – using the insights gained, AirNZ will be cross-populating the insights into their current database of customers who did not fill in the quiz – by inference from other customers who look alike.

What I’m looking forward to is the communications that should follow – will I (A Lounger) get more customised messaging?

The Travel Style quiz told in screenshots

First up the quiz questions – you can guess the alignment between the four travel styles (lower down) and the questions if you choose to base your own quiz on this format.

Then the detail of the travel styles.

And lastly the up-sell in every travel style description – mine was for the Skycouch including a video and a transcript (very important for people using social without sound enabled).

Air NZ how do you holiday?

Quiz step 1

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 2

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 3

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 4

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 5

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz outcome – Travel Lounger segment

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result Savvy selector

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result segment opportunist

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result segment Goody gatherer

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Skycouch advert from my segment profile

Air NZ Skycouch video and 360 tour - with transcript

Skycouch video and 360 tour – with transcript

What Does A Client Brief Look Like?

Thanks to Dawn who wrote in asking “What does a client brief look like?” 

Let us help you out.

What to do when hiring an agency

If you sub-contract your marketing to an agency or to freelancers, you want to be sure that you pay for and get good quality work.

A lot of the quality of output is due to high quality input.  By that I mean, briefing documents.  If you can explain clearly what you want, how you want it done and timeframes, you are far more likely to get high quality work back.

We use Upwork and People Per Hour to find freelancers and expert sub-contractors.

 

Ask the freelancer to write back

For briefing we always give a lot of detail and we also ask the freelancer to write back with answers to our questions.

We choose these carefully in order to show us that THEY have read the brief.

  • Please tell me what access permissions you need before you start the job

And we also ask them open questions whose answers tell us if they understand the scope, how they would approach the job and allow us to assess how good their English is.

  • Estimate how long the job will take
  • Tell me what problems you anticipate

Below is a template document which we use when we receive instructions to do some marketing for our clients. You can download it from the link.

Each sub-heading is self explanatory – as a client you should fill in each section as clearly as possible and then send it out to the agency or agencies you want to work with asking them to send you price quotations.

Alternatively, you write longhand what you want and the agency will fill in the gaps in the document.  Then you should approve it before instructing the work.

DOWNLOAD Master Client Planning Brief Template

The Top 5 most popular articles of all time

How To Introduce A Business By Email

Connecting two compatible businesses with each other can be one of strongest networking tools for you and other businesses. By connecting the groups, not only are you solidifying your own network, but also helping the two businesses who may be able to benefit each other.

But often times this can be difficult over email.

In my networking group, we’re working hard to make it really EASY for members to introduce each other to new prospects and new clients.

I was asked by the group to help coach them in the best way to write an introduction that others could use.  So let’s say you wanted to introduce my firm to another business. Here’s how you would do it.

 

Hi [their name],
I just wanted to connect you with Rebecca from Creative Agency Secrets. I know you were interested in increasing your business’s online presence, and I’m sure they’ll be able to help.
Creative Agency Secrets is an expert in marketing and promoting businesses using traditional and online methods.  They work as the outsourced marketing team for busy businesses doing marketing that starts conversations and leads to sales.
I have seen their work for [name a client] and used them for my own business to write the copy on our website About Us page.  And I’ve also recommended them several times and had great feedback especially about their careful attention to detail.
I will leave you two to connect – I’ve spoken to you both about each other and shared your emails and phone numbers below.
[both parties’ contact information]
Best,
[Your Name]

The 5 elements of an effective email introduction

  1. Introduce: explain why you sent the email
  2. Start: with their one-liner…. who are they and what do they do
  3. Build: with an example of their work for someone you both know, preferably.  If you can’t say you have worked personally with them, a mutual acquaintance is a positive reinforcer.
  4. Memorability: Add an anecdote that describes your experience – if you can make it funny, cute or WOW that’s best but not strictly necessary.
  5. End: Include all the information they need to continue a dialogue without you….
    We plan on creating a shared document for everyone so they can cut/paste the text into emails for business referrals for new business development.

    The best introductions are when you’ve spoken personally to both parties.  NOTE not emailed, spoken….

    [feature_box style=”2″ only_advanced=”There%20are%20no%20title%20options%20for%20the%20choosen%20style” alignment=”center”]

    Want to know more? Make sure to download our FREE e-book “Cold Emails – Doing it right and netting yourself leads”.

    cold emails ebook[/feature_box]

    The Top 5 most popular articles of all time

How to Migrate to Digital Marketing

Migrating to digital marketing from traditional marketing is a question I get asked frequently.  Giving a talk to the Te Atatu Business Association, I was able to showcase both business to business (B2B) and business to consumer (B2C) examples of ways to work out these things

  1. Where to start your digital marketing
  2. Which marketing methods will work best for your business
  3. What communications will work best for your clients and customers

The resources on the last slide are worthwhile saving / bookmarking.  They relate to directory listings and tips for local marketing.

local directories

Boost Your Business with Local Directories

Don’t let your business get lost in the crowd

Yellow pages directoriesIt’s that time of the year again where we remind you about the benefits of good ol’ directories! Before the internet, we relied on finding services through the big yellow brick of a book we received each year. Thanks to the world wide web, we now find them stuffed under uneven table legs or as a booster seat. Today we find what we’re looking for with a click of a button. Does your business stand out?

In 2016, Google took away the right-hand sidebar where the paid adverts were displayed. Now the paid posts soar straight to the top, making it a tough battle for smaller companies to get noticed. Directories can be a cost-effective way to help get found via search engines. Being active on directories increases the chances of your business getting noticed.

Why updating your information is vital

yelp directoriesIt is important to keep your business updated in directories. If your business has gone through a recent change and you didn’t update your information, you could lose a lot of potential customers!

Never forget to NAP, this means not sleeping on the details. Make sure your Name, Address and Phone data is accurate and up to date. Location and accessibility are two of the most important factors when it comes to customers. If your telephone number is an old one and a customer can’t get through to you, they’re unlikely to try again. Likewise, if you were to put your address as a small town in South America, a New Zealand customer wouldn’t follow up with your business!

Pro tip: Check the directories your company is listed in and confirm your details are correct. Some websites take their information from others; resulting in a cycle of incorrect information.

Updated List of Directories*

This year, we bring you an even bigger list of potential directories your business may be found in. Take a look to see where your business is listed and where it isn’t.

It’s the only thing standing in between you and your next big client.

NB: Not all directories will apply to every type of business, some are more specific to particular fields. (eg. Tripadvisor will benefit restaurants and hotels over a telecommunications company.)

 

*The directories list has been ranked by domain authority, with the highest ranking at the top (accurate as of July 2018).

 

New Zealand Directories

 

RateBeer – Directory of beers, breweries, bars and stores.
Express Business Directory – Business directory.
Yellowpages NZ – Search for anything in NZ .
Enroll Business – Browse through local businesses and services of New Zealand.
MyHuckleBerry – Business directory.
Finda – Find anything in NZ.
Info News – Directory connected with membership and news.
Wises – Services based off an interactive map.
Hotfrog – A site where people register their businesses for free.
WowCity – Lots of different listings including hotels, real estate, stores, services and health. Get all this information by selecting a city.
Lawlink – Connect and share with attorneys around the world.
Neighbourly – The easiest way to keep up with everything in your neighbourhood.
NZPages – Collection of sites of all kinds and purposes.
NZ Search – New Zealand businesses and sights.
Localist – Local and authentic Kiwi businesses.
Zoomin – Businesses broken down by New Zealand city.
Zenbu – Collaboratively edited directory of businesses and places that help you find anything, anywhere.
ZipLeaf – Online business directory.
PathLegal – Directory for lawyers.
BusinessMe – New Zealand business directory.
Cylex – Business directory of New Zealand.
Fyple – Efficiently sorted local businesses and services.
Local Store – Local stores with updated listings.
My Wedding Guide – Everything about weddings.
RankedByReview – Find local businesses with the best reputation.
MySheriff – Does all the work in finding the best service for you.
LocalBD – A local business directory.
Search Local – Site with all kinds of companies and businesses listed.
New Zealand Websites – New Zealand business websites.
NZ Localizer – A directory with many New Zealand companies.
Directory NZ – A list sorted by category of need.
New Zealand Search – Directory of websites, a search engine and New Zealand articles.
Homeimprovement2day – New Zealand companies for home improvement.
99Nearby – The latest listings of local businesses.
The Local Business Network – Free listing of your business and a paid versions with enhanced SEO.
OpenDi – Business directory.
Directory Pages – Local directory with a premium category option.
NZ Blue Page – Business list based on city and map.
NZ Business List – Business listing by category and city.
Opening Hours – Local businesses and their hours of operation.

 

 

International Directories

 

Google+ – Google’s social media platform.
LaCartes – Find anything. From local activities to exotic destinations. Worldwide site.
Maps Connect – Add or update your company details to Apple Maps so customers can find you.
Yelp – Directory of a wide range of services and businesses. Worldwide.
Issuu – Articles about businesses and services all around the world.
Foursquare – Find best places to eat, drink, shop or visit.
Community Walk – Create a walk in a neighborhood and find businesses nearby.
BrownBook – Global business listing database.
Tupalo – Find the best spots in your surroundings and see what other people think about it.
2FL – Local businesses worldwide.
Yello Yello – Global business directory. Helpful to find out what’s going on in your city.
Spoke – Business information.
Sales Spider – Site with multiple purposes. Lots of reviews and products but also business directory. Has a community on site.
Kompass – Businesses worldwide (requires tax/vat number).
TripAdvisor – For things to do on your trips. Claim your business at https://www.tripadvisor.co.nz/Owners.
Zee Maps – Create and publish maps of business lists.
CallUpContact – A directory based on maps
Link Centre – Internet directory and search engine.
Viesearch – Find the most popular businesses based on 5 star ratings.
Cybo – Business directory with a wide range of categories.
Where2go – Business directory.
Find Us Here – Global business directory.
Factual – Location data company.
Lekkoo – Give a street name and find anything around there.
Epage – Free classified ads and business options.
iGlobal – A global community of businesses, professionals and events.
So Much – A link directory without ads.
Expatriates – Classified ads for expatriates.
Top Design Firms – Reviews and rankings of top web design firms, ecommerce development, graphic designers and design agencies around the world.
CompanyFM – Create a page to promote your company and brand, showcase your product or service, expose your content, build customer loyalty, or just be found.
Wand – Worldwide directory of businesses.
Place Reference – Place yourself on a map and see what’s around you (with the list and streetview).
BeanHunter  – For finding the best cafes and coffees in various cities.
Fonolist – Find businesses, events, and reviews. Narrow it down by the country and city you’re looking at.
Local Wall – Free classifieds and advertisements wordwide.
Places Map – World places map directory.
Nettica – Online directory of products and services worldwide.
College Zoom – College directory with reviews and achievements.
TopBuzz home

The hidden risks of TopBuzz

With many services out there for marketers, producing content and getting it to your audience has never been easier. However, not all services are trustworthy. We recently came to learn about TopBuzz, a platform that has divided opinions.

All started with an email…

A couple of weeks ago, we received an email out of the blue from TopBuzz, a content distribution platform, claiming to be ‘impressed’ by a video we did for a client. The email content was quite generic and seemed to be automated. TopBuzz said they were able to enlarge our video audience via their platform and we would be compensated for all the views we got.

A couple days ago, we received another email. This time, it was from a person claiming to be from this company, boasting about the number of active users and the number of views that all the videos get that are shared on their platform. She was very forward in her approach and encouraged us to become a ‘premium creator’.

TopBuzz email

Now, we did a little bit of research on these guys and it was scary to see what would have happened if we signed up with them.

TopBuzz key things we discovered:

  1. According to past users of the platform, the communication from TopBuzz is poor and scarce if you ever try and contact them. If you have a problem with something, TopBuzz are unlikely to help and at best, you might receive template emails that are likely to be irrelevant.
  2. This brings up the next problem. If you are unhappy with the platform…too bad. You can’t delete your account and your content will stay on TopBuzz’s platform forever.
  3. However, it gets worse! TopBuzz can use any videos uploaded to their platform in whatever way they want. Say you work hard and make a viral video. If that video is on their platform, they can publish it as their own and you would get no credit. Unfortunately, most users only realised that this was their fate only after signing the contract without reading the small print in their T&Cs.

We were never interested in using this platform in the first place as the video we created for our client was content produced for a niche segment, it was an hour long and was a face to face interview. Targeting a mass audience and making revenue off views was not on the agenda, therefore, using this platform would have been unnecessary.

If you are producing viral videos, pursuing avenues through social media seems to be a safer option. For example, with Facebook, there are various pages that are dedicated to redistributing content according to different tastes.

Nevertheless, it’s important to be aware of dodgy services like this so be sure to do your research before jumping in!

Sources:

https://medium.com/@attibear/should-you-gin-up-for-topbuzz-ca19d5c1edac

https://digitalfox.media/tech-rhino/topbuzz-5-big-problems-service/

grown ups NZ, logo for grownups

GrownUps NZ, Richard Poole interview

Richard Poole founded the website GrownUps.co.nz and has built it up into a significant media propertygrown ups NZ, logo for grownupsfocused on the over 50s market.   What we found impressive is the ease with which the site has incorporated native advertising with traditional media as revenue streams. 

He kindly agreed to be interviewed by the Creative Agency Secrets team.

  1. What is your latest work?

    I’m continuing to work with GrownUps, although the business is now owned by Cigna Insurance, having sold to them earlier in 2016. It’s been an interesting experience moving from being a small business to working with one of the world’s largest corporates, which I’m learning from. It’s been particular useful to have more governance and rigour around process and also risk. Also, being able to work with an innovative marketer and CEO from Cigna in NZ, has been very rewarding.

    Since selling the business and taking away some of those stresses that do come with business ownership at times, we’re very proud to have doubled the revenue and also site traffic YOY plus grown membership 30%. It’s genuinely a real honour that each month we get to interact with over 160,000 visitors to the site and each week, speak with around half of our 120,000 members, via their weekly email newsletter. What’s really satisfying is that we have not wavered from our original vision from 2006 when we went live with GrownUps, whereby we seek to make every day better for any visitor to the site, whether by reading an interesting article out of the 8,000 that we now have, meeting an interesting fellow GrownUps members, playing a game on the site or maybe even being inspired to book that overseas trip that they deserve and have read about on the site.

  2. What’s impressed you?

    Having never worked in a corporate, it’s been great to see that very large corporates can work well with small businesses that they take under their wing – I think you each learn really. We’ve been fortunate having pragmatic leadership, clear guidelines and an understanding that we’re best to keep the essence of the small business feeling for customers/visitors. It actually can work very well.

  3. What’s the next big thing?

    There is no doubt that my mind seldom stops for a break in terms of thinking about meeting people’s needs, which is sometimes a challenge to be honest. At present I’m committed to GrownUps so we’ll just see where that goes over the next while. I’d love to see our ‘baby’ achieve everything that we’d imagined and hope to play some part in that, if that’s wanted.

    However, I’m 44 and there are several things that I’m keen to achieve personally and for our family by the time I’m 50. Priorities in life definitely change and so I guess we’re always all weighing up how best to live our lives and what makes us happy.

 

3 Ways to Change Your Business Thinking & Actions for 2018 Success

 

Use the code “2018success” to grab a seat with a 50% off end-of-year special!

This November, we’ve got another breakfast seminar happening! We will be covering 3 ways to change your business thinking and actions for 2018 success. 

Has your business reached a standstill even with new business strategies and tactics implemented?  

Perhaps it is time to renew your thinking with us! Getting your thinking right is the key to developing the right business strategy and tactics. Digital marketing is one of the most effective tools to utilise when unlocking business growth and boosting brand awareness. To help you better understand how incorporating digital marketing and the right business strategy can unlock secrets that underpin success, we have this insightful breakfast seminar lined up for you.

About our speakers

An experienced B2B expert, specializing in direct response marketing and new business development.

A well-recognised leadership coach, workshop facilitator, keynote speaker and author, focused on entrepreneurship.

Practical tips you’ll learn

  • How to break old patterns of thinking to make fresh and effective plans
  • Which crucial steps to take to boost your digital strategy
  • SEO techniques to attract traffic to your website
  • How to implement ‘the basics’ really, really well for brand awareness

If you’re serious about starting the new year with the tools needed for success, you wouldn’t want to miss 3 Ways to Change Your Business Thinking & Actions 2017.
A light complimentary breakfast is included!

23rd November, 2017

7:30am – 9am

The Common

1 Faraday Street, Lvl 2, Suite 7
Parnell
Auckland

The Common

Use the code “2018success”at the checkout to get a 50% discount!

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