Vaughan Winiata and Rebecca Caroe video

Looking for marketing answers

The uncertainty and change facing us is a new challenge.  I have been doing short mini videos through the lockdown.  They were designed to give fast tips for action.

Now I’m hosting longer form discussions with a locals who are smart thinkers and smart do-ers.

I want to know what the Government is doing for SMEs.  And so I booked two interviews.  One with a business owner and one with a member of the Small Business Council working with MBIE.  What they told me shows how far we have to go and the sort of resources YOU can expect to get in the form of support for your business future.

SMEs and public policy

First up is Vaughan Winiata – we are talking about small medium enterprises in New Zealand.

New Zealand businesses are facing an uncertain future.

  • What is the SME landscape
  • What skillsets are needed to advance an SME business?
  • Bridge-building to Wellington policy makers
  • What are your Top 3 things you would like Stuart Nash Minister for Small Business to address in the $20 Billion budget set aside for assistance for SMEs


Andy Hamilton is on the Small Business Council

Andy and I talk tips and tricks for business owners facing challenges.

  • The landscape of SME business owners and how they are faring in Lockdown
  • Have you worked in a recession before or not?
  • Can New Zealand go digital?
  • Should all firms be direct to consumer DTC?
  • Which model of capitalism do we want? Stakeholders are more than shareholders – they include customers, suppliers and staff
  • Small Business Council and working to improve business life for SMEs


Marketing for short planning horizons

Messaging for marketing campaigns during Covid19

We realise the super-short time horizon that we can work on.

Plan for the immediate future. Do campaigns that work within a 1 week time horizon.

Look at Superdrug’s campaign – be kinder and make smarter choices for our planet and the relationships between brands and customers. Be cautious and careful about making predictions.

Rush into eCommerce during Lockdown

Today’s first quick marketing tip is about Competitor analysis – find out what your competitors are doing to market at this time

Open a search window and type your brand name vs.

Wait and see what auto complete suggests.

Then do it again for the suggested name. I did the Warehouse vs and it suggested Kmart. Then I did Kmart vs…

Set up your online shop

Getting online for ecommerce is happening for many brands due to the lockdown.

Ensure that your proposal suits your current need, the speed you need to roll it out and the ability of your marketing team to execute.

The video explains why.


Proactive Recession Marketing

3 things you can do today to help your business through this recession.

  • Build the mailing list
  • Find where your audience is hanging out (Use Alexa to do site ranks by country)
  • Display advertising can get rapidly updating messages out.
    • Are you open?
    • Does mail order work?
    • Can you deliver?
    • Are there restrictions?
    • What’s your substitutes policy?
    • Payment options?