We developed and implemented a fully integrated promotion that helped create brand affinity, while increasing engagement with customers.

We introduced a Mercury to a brand partner, Paramount Pictures, and leveraged Mercury’s existing relationship with Starship. A customer DM, EDM, Facebook app, radio ad and internal communications strategy was created and executed to deliver ‘Stars for Starship’. Kids, parents and employees got to make a star for the Starship Christmas tree, enter it into our bespoke Facebook competition, get friends to vote to be in to win one of 50 VIP Tin Tin movie packages for family and friends. These we’re pre screenings of the Christmas blockbuster. We also secured fantastic PR coverage and dedicated programming on the kids show What Now?

Results: close to 40,000 votes on stars and and an increase in Mercury Energy Facebook LIKES by 33% over a 4 week period. Best of all 2,600 Christmas tree stars were designed, built and posted in by kids all over the country for Starship to decorate their Christmas Tree.

We worked with Clinicians to bring their online presence to the cutting edge of digital communication – helping drive brand affinity and lead generation. See it here at www.clinicians.co.nz

With a previous website that acted as an online brochure, we knew that there could be a smarter way of marketing. Strategy work uncovered how and where people were searching for medical solutions online – and we needed to be there when they were seeking those solutions. Combining a social media strategy with a full online website architecture, we developed a fully SEO optimized site that went live late 2011.

We worked very closely with management to understand the business priorities and products, so that we could match that with how consumers were behaving online. We also ensured the work compliment the existing pharmaceutical channels, while allowing the brand to sell direct to the public for the first time.

Today we launched the search for New Zealand’s most stylish person for Kim Crawford Wines.

The Business concepted, developed and executed the campaign. We brought in FOUREYES (www.eyeseyeseyeseyes.com) as our style gurus, built a Facebook app as our hub for the competition and partnered with Viva magazine to tell the story and judge the finalists.

Viva broke the story this morning – see it here.

Think you or a friend could cut it? Enter the promotion here.

We’ve helped Kim Crawford promote their regional reserves range with an on pack promotion, leveraging their Fashion Week sponsorship.

The challenge was to create a stylish grocery promotion that maintained high quality cues while driving entries to the competition.

Working in conjunction with the marketing team, we harnessed the social power of Facebook to create word of mouth.

This was amplified by our press campaign and integreated with neck tags containing unique codes on bottles of Regional Reserve in supermarkets through out the country.

It’s not everyday you launch a new scrap metal dealership.

But then Metal Exchange isn’t your normal scrap metal dealership.

Auckland entrepreneurs Ian and Eldon have taken the Metal industry by storm. Their second site in the North shore is the ‘Tesco Metro’ of the scrap world. Clean, efficient, and marketing led – bringing the mountain to Mohammed it is a real shake up in the industry.

Working with the team on targeting tradies including Direct mail, the first targeted EDM through a builders network, an Auckland wide awareness push on radio and an integrated PR campaign – The Business Marketing Group have helped the team secure retail success.

Check out the radio ad:

Metal Exchange Radio Ad

The Business Marketing Group have just launched a series of radio ads promoting Optik’s online contact lens and solution store.

In order to get the right message across to the right audience, we developed a brand positioning and messaging structure for Optik which was based on a critical consumer insight – people trust their optomitrist but that doesn’t translate to ordering from existing ‘cheap’ online sites. The key ingredient missing was good old reassurance that you got what you needed.

Hear the radio ads here:

WIFE

TIME

NZ SOLD

ICELAND

EAST MEETS WEST

We often discover fantastic products that have been successful despite little marketing.

MoneyWorks is a superb accounting software product that has successfully grown an international following of delighted customers for many years.

This was a brand that needed a serious dose of steroids.

We worked with the team at MoneyWorks to define their proposition, target market, sales goals, media & PR plan and creative route. We then managed the activity to market.

Over the next year we will ‘launch’ MoneyWorks to its target market of business users both here and abroad.

We kicked off in selected press and online this week as part of a long term marketing strategy.

The Business has just launched an integrated campaign for a major Pfizer new product – ScourGuard.

The product is up against a long standing established competitor product.

By working through our strategic process, we uncovered key insights that married the purchase drivers with our unique selling proposition.

Critically, with the change in advertising laws, we could now market to the end user (the farmer) as historically it has only been through the vet. However, we know that the prescribing vet is a key influencer in the purchase decision, as is the clinic manager.

With all of these stakeholders having different and complex motivations, an integrated marketing communications plan was crafted.

ScourGuard was creatively brought to life in print, direct mail, point of purchase, online and radio. There was also extensive tools for the Pfizer salesforce and added value items for Vets to help promote the conversations on farm.

The Business were again delighted to facilitate the Music Commissions annual industry think tank. This time it was at the newly (and currently noisy) Eden Park.

When you have enjoyed growing a new market but are about to be attacked by a new competitor product, you need to defend your patch and cement your positioning.
This is the challenge we faced with Teatseal – a star product in the Pfizer stable.

A key insight we uncovered was the fact that Farmers look at things as scientists (will it work), businessman (will it make me money) and farmers (will it save me time). So our creative idea played to this insight. Another key insight from research was that farmers listen to farmers.

Our integrated campaign made use of the brand affinity with our product. We allowed farmers to speak to other farmers in a real way – re-enforcing the fact that business, efficacy and timesaving results were proven on farm. It was simply too risky to change brands.

This was communicated through targeted media and an instructional DVD from key opinion leaders in the industry.

Our multi layered communications included substantial materials to support vets. These key influencers in the buying process were provided with sales tools and consultancy materials for field use to encourage product uptake.