Smarter digital marketing | Andrew Fraser | #SoMeT15AU Sunshine Coast, Australia

Editor's Notes

1. Early in marketing career – presenting marketing plan to CEO Said to me “Andrew half the money I spend on marketing is wasted, the trouble is I don’t know which half’ I took this as a challenge to make my marketing campaigns work harder and drive a commercial result About 5 years later I had similar challenge from a CEO - do they know each other? Googled – US merchant last century who was considered a pioneer in marketing This business marketing challenge has been with us for a while But I this is changing rapidly with digital
2. Digital marketing is enabling smarter marketing In not too didn’t future we will know what our marketing spend is doing and is it being effective That is the journey we are on at Tourism New Zealand The issue is the digital landscape is changing so rapidly
3. The challenge is there are so many channels, offering different audience engagement These audiences are often highly engaged So what to do with so much choice?
4. FOCUS (Pause) Get very clear on: What is single message, point of difference that makes your product/service unique Why is it important to this consumer/buyer/visitor Lastly where you should start and end – Who are they, what do they look like, interested in So what does this look like for Tourism New Zealand…..
5. 100% Pure New Zealand is a 16 year young campaign. Recognised globally as one of the most successful destination campaigns in the world. What we want to communicate: Is the idea of everything close Why is to over come barriers for our potential international visitor
6. Firstly everything close, what do we mean by this
7. Everything close is about experience in our landscape and our people and culture Both these things that see 40% of our international visitors say a holiday New Zealand exceeded their expectations. For most of our visitors this is a once in a life time highly anticipated holiday When we talk about experiences..
8. It is the huge variety of experiences we have near by. Sub tropical bush, to crystal clear waters of lakes, to epic fiords to vineyards by the coast Our image research across 9 international markets tells us these are unique and compelling experiences to visit New Zealand It is this that we demonstrate a couple experiencing in our campaign video…..
9. We know from our high visitor satisfaction that it is experience of New Zealand people and culture. So the idea of everything close also is about how we embrace our visitor. How they arrive as strangers and leave as Whanau (part of the broader idea the New Zealand family) This we reflect in our campaign also….
10. So from our research and testing we have a communication that brings to life everything close with the everyday a different journey film. When Facebook kicked off video adverting on it’s platform last year we did some brand effect study. This consumer who was served this video was actively considering New Zealand for a holiday. Come on to talk about shortly about our work in digital targeting, but these were potential visitors, rather than a recruited or claimed audience. What we saw that motivation when up across the 4 markets we run the study but for a number of consumers intent went down. That was because it bought up barriers/questions for them to move more into planning a holiday in New Zealand
11. What we found is across all 9 markets we actively target broadly the next pieces of information these active considers of New Zealand holiday need to know about was How is easy is to get around What else is there to see and do So our opportunity with digital is to sequentially market to these potential visitors, know they have engaged and the action they have taken. So what we created is a series of 5 short videos that have different experience themes such as wildlife, cities, food & wine and shopping to help overcome these barriers….
12. Lastly or Firstly it is about who you are targeting For Tourist New Zealand we target Active considers – so those where New Zealand is in their top 5 next destinations and they can afford to come. In global market place digital is a highly efficient and effective way to find and communicate with this audience For example in the US Population is over 314million Outbound 60m NZ arrivals 200k <0.1% So how do we find these ‘active coniders’….
13. NZ Travel Intenders – Custom audience clusters in Facebook who have indicated an interest in traveling to NZ based on their activity ReMessaging off site visits on facebook based on the content they consumed Transient backpackers. Of the 600,000 foreign backpackers that arrive AU, New Zealand only sees about 10%. So we are trailing rather than targeting them up in Europe, with geo location targeting from Facebook we can entice them across the tasman when they are only 3 hours away Creating lookalike audience, so Facebook users who have visited new Zealand on holiday through geo located check ins, creating look alike audience based off this. Data available on these global platforms enables us to get highly targeted and is our marketing being effective…
14. That’s why we are working on building partnerships with for example google and facebook so we can test and learn on audiences and content, as we can see in the future as consumer become more mobile, with geo location technology and integration of purchasing solutions in the not to distant future we know 100% of our marketing is effective and efficient. And of course consumers helping as well …
15. With Advocacy. As we know that we are trying to overcome the barriers of what else there is to see and do & how easy it is to get around This focuses our digital advocacy work with #Nzmustdo on facebook or instagram and use of social influencers So focus is the key
16. Starting and ending with audience, data driven Being clear on single point of difference Action required – booking a holiday in New Zealand So leave you with another one from Kombi series showing food wine as what else to do, getting around new Zealand