Advertisers can help make Kiwi observance days possible

Advertisers can help make Kiwi observance days possible

New Zealand advertisers are in a position to do good by contributing to greater social awareness locally – while also adding a point of difference to their marketing – by creating advertising campaigns that mark or celebrate uniquely Kiwi observances.

CEO of search marketing agency, Insight Online, Kim Voon, says international observance days and sales, like “International Women’s Day, ‘Boxing Day Sales’ and ‘Black Friday’, are good for advertisers, but very competitive.

“The research shows that online advertising campaign keywords that target local landmarks and local areas get better response rates because people respond to names, places and faces they recognise – so why not do it with the things that make us uniquely Kiwi?

“Manawatū author and historian Malcolm Mulholland recently called for more recognition for key regional and national achievements through observance days (not public holidays). It’s a great idea that marketers – using advertising dollars – can help make a reality.”

Voon says it’s not unusual for the power of marketing dollars to create, or make prominent, cultural constructs; for example, Santa Clause and Valentine’s Day.

“By drawing attention to local observance days, marketers can help do some good while also standing out from the crowd. It would need to be part of a larger advertising campaign to first raise awareness because search is very demand driven – people need to be searching for the keywords.

“Search is less about the creation of demand, but a response to demand. With Google Ad campaigns, for example, we’re only responding to demand that is already there. For that reason advertisers would need to support their online advertising with demand creation activities like public relations.”

Voon says online marketing is an increasingly competitive environment where consumers are becoming jaded by ‘Boxing Day sales’.

“But New Zealand is also becoming more socially conscious. We care about people, the environment and our country. Marketers can help celebrate the things that count, and in so doing raise awareness of their products and their brands – it’s a win win scenario.

“Malcolm Mulholland believes there is merit in observing days like Matariki, Suffragette Day and Apirana Ngata Day nationally – I’d say that supporting those observances with our marketing dollars is both worthy, different and more relevant than Queens Birthday sales, for example.”

Voon says that while the purpose of marketing is to generate sales based on tactical campaigns when there is large consumer interest, for example ‘Boxing Day Sales’, having a unique point of difference, being seen to be socially responsible and local relevance are also valid marketing tactics.

“Established and seasonal campaigns are already there and very successful. For example, heading towards winter, it won’t be long before we start seeing campaigns targeting warm clothing like Mohair, Possum and Merino garments – but there are literally hundreds of days in between that can be put to better use.”

He offers the following tips for companies contemplating a socially conscious online marketing campaign:

1. Research

Do your keyword research to establish what the demand is around a particular local event or observance day. If it isn’t high, you may need to lead with a demand generation campaign using traditional media like public relations and magazine advertising first.

“Referencing observance days can get higher click through if there is search demand – people are extremely interested,” Voon says.

2. Relevance

Where the idea of basing advertising around observance days falls over, is if people think it's a cool idea but your brand, products and services don’t match the day in any way. For that reason it’s important to tie the day, the brand and product together.

“For example, if you search Matariki there are no Google Ad campaigns tied to the keyword now, but it is a time when people celebrate the Maori New Year with food and family and personal reflection. Highlighting Matariki in a respectful way with relevant products and services can be smart marketing.”

“Even just wishing people happy Matariki can generate goodwill traffic.”

3. Plan to convert

Finally, make sure your advertising campaign doesn’t just direct people back to your website where there is no promotion or even mention of the campaign. It seems a no brainer, but it’s a common mistake.

“Set up a landing page so that your advertising campaign comes full circle. Reference the day in your advertisement and then on your landing page which has been especially set-up to support the campaign.”

Voon says that advertising tactics haven’t changed, just the channel and the ability to measure results are different.

“It always has been, and still is, about connecting with your customer and showing them that your interests are aligned.”

For more information visit: https://insightonline.co.nz/

Ends.

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