News & Resources

Welcome to the Month of May

By | Uncategorized

Can you believe the year is almost half-way through already?  It’s insane how quickly the months fly by.

Here’s a quick update update on what we’ve been up to so far in May:

On the 7th we attended the Wellington Business Expo at the Lower Hutt Events Centre. It was our first expo and took quite a bit of planning to get there.  Our in-house designer Emily pulled together an awesome design for our stand, including a simple but classy backdrop printed on fabric by the awesome team at Supercolour.  (Thanks Roger – you guys are rock stars!).  Our mission – to spread the word about how we help businesses to grow through our innovative marketing and advertising solutions.  Our team really enjoyed the experience and loved spreading our message to lots of expo visitors as well as our fellow exhibitors.  We had some cool beach bags made from recycled billboard skins to give away and they proved a real hit.  At the end of the day we were delighted to learn that SeeMe Media was voted the winner of the  “people’s choice  award.” A great way to finish a really good day.  For any businesses who might be considering exhibiting at business expos/shows we can thoroughly recommend it as a fantastic way to raise brand awareness.  And if you need help designing your stand talk to our fabulous production team!

Two home games for the Manawatu Jets so far in May – a win and an ‘oh-so-close’ loss.  We put together the game day programmes for their home games and provide social media and marketing support.  It’s great to see our boys doing so well and getting better each game.

We have two great special offers running in May:

  • FREE BILLBOARD DESIGN – Book a billboard for June and get the design for free!
  • 35 for $5K – Get your ad on the big screen in 35 cinema locations throughout the country (you pick the locations) for just $5K.  (One Month’s Screening Nationwide).

At SeeMe Media our team is growing.  We’re currently recruiting for administration and sales roles, so if you know anybody who might be awesome please touch base with us.

 

 

 

Inbound vs Outbound Marketing

By | Uncategorized

Every business is familiar with outbound marketing – pushing their message out to customers through traditional advertising channels, sales methods and email.

Inbound marketing is less familiar.  It’s also called content or pull marketing and all businesses need to get on-board with it because the way customers engage with companies has changed over the past few years. The explosion of technology has enabled consumers to take charge of the buying process – they initiate engagement and do their own research. It’s been a tsunami of change.

So what is inbound marketing?   It’s a pull rather a push and it’s about convincing potential customers they found you and that they have a relationship with you, rather than being accosted by your message at every turn. It involves creating content that your customers are looking for – web content, blog posts, social media, infographics, email newsletters, how to videos and helpful information that people want to read. Search engine optimisation, organic and paid searches help customers find your content. If it’s engaging enough, they interact with it, reading and sharing, and come away with a positive impression of your brand that will influence later purchasing decisions.  Inbound marketing is very hands-off:  there’s never a noticeable sales pitch.  But it helps you build brand authenticity and creates trust.

It works best through effective use of social media, mobile apps, societal initiatives and providing a modern easily-found web site with customer-focused content. The challenge is to provide credible content that’s interesting and helps your potential customers.

Here’s 5 reasons to include inbound as part of your overall marketing strategy.

  1. Modern customers trust self-service marketing. They are doing their own research and don’t want to engage with pushy salespeople or messages.
  2. 93 percent of online experiences start with a search engine. If you have a consistent and valuable presence on your site and your social media channels, you have a better chance of a higher ranking on search engine result pages.
  3. Pull marketing is less expensive than push marketing. Don’t be fooled into thinking it’s free – pull marketing does cost money –  for content creation, website, and social media management. But these costs tend to be lower than outbound methods and can be spread evenly over time. Inbound marketing also encourages word-of-mouth referrals which are the cheapest by far.
  4. Mobile devices and apps enhance social interactivity. Smartphone penetration is almost total and mobile activity averages are approaching 5 hours a day across major demographics.
  5. Inbound marketing data is more easily measured for ROI.Inbound comes with a multitude of data sources, including website analytics, blog reads, social media insights, even actual orders linked to content.  More and more automated tools and apps are being created to assist in this process and provide transparent return on investment data for marketers.

Inbound doesn’t replace outbound when it comes to marketing – there will always be a need for brand advertising and traditional sales methods.  However inbound is a necessary part of your overall marketing strategy and if you’re not already engaged in it, you need to start now, or risk losing opportunities to your customers who are.

 

SeeMe announce new partnership with the Jets

By | Uncategorized

SeeMe Media are proud to be a Tier One Sponsor of the Jets Basketball Team for their 2019 season.

The Jets have a proud history in the National League and represent our province and wider region well, both on and off the court. Their 2019 team is based around a group of young and talented players supported by a strong coaching and management team.  We’re proud to be on board as their marketing and communications partner and we look forward to seeing some great games this season.

 

 

How well do you know your Customers?

By | Marketing

Having a comprehensive understanding of your customers is the key to achieving your core business goals.  Whether your’re trying to optimise the customer experience, create more engaging content or increase sales, knowing your customers is key.  Here’s 5 techniques to employ to get to know your customers better:

1. Create a Customer Profile

You may have an understanding of the demographics you are targeting but age, income and location alone are not sufficient to truly define your customer profile (sometimes called buyer persona).  A full profile digs deeper into customer preferences, understands the customer’s likes, dislikes, family background and other important aspects to enable businesses to create messaging that resonates with their audiences on an emotional level. Acquiring keyword data is a helpful way to discover the terms and descriptions that certain buyer personas use to describe your services.

2. Ask Them What they Like (and what they don’t!)

It may seem obvious, but it’s amazing how many businesses don’t take the simple step of asking customers what they want.  Asking questions provides insights into what your customers really need and helps you to serve them better. Employ both relationship and touchpoint surveys at appropriate intervals.  A touchpoint survey follows a particular interaction and asks how customers found their recent experience.  A relationship survey seeks to understand how well your customers like, and therefore recommend, your business.

3. Leverage Social Media

Social media platforms such as Facebook and Twitter provide insights on customer’s likes, their habits and most importantly what they are buying. Customers often voice complaints regarding a product or service through social media and posts can attract comments from old customers as well as prospective new customers which you can use to get to know your customers better. As the interaction between the company and customer is visible to all, it also shows everyone your approach towards customer service.

4. Don’t make assumptions

This should be a a business philosophy as well as a marketing tactic.  Methods and practices that worked last year may not continue to work in the future.  Customers are fickle and their preferences and beliefs change over time.  Don’t make decisions based on past practices unless you have validated that your assumptions are still valid.  Consistently re-frame your existing data and insights to make sure you  are acting on the best available data.

5. Get in their shoes

The only way to really understand the unique and dynamic customer buying journey is to put yourself in their shoes.  Create a customer journey map which looks past their purchases to examine the interactions before, during and after their purchase.  Where are the points at which the process failed?  Thanks to advanced analytics, behavioral recording tools, and stronger customer touchpoints, understanding customer behavior is easier than it ever was.

If you need help defining your buyer persona and planning strategy to engage with them talk to us.  We’re here to help.

Above the Line vs Below the Line

By | Marketing

Above the Line (ATL) and Below the Line (BTL) are two terms bandied around often in the advertising world.  They may leave the lay person confused about what they stand for.  Let’s try clear that up!

What is this metaphoric Line anyway?

The imaginary line separates the world of mass media (above the line) from specific, direct marketing activities (below the line).

Above the Line

Above the line marketing is largely non-targeted and focuses on mass penetration and building brand awareness.  It’s less about conversions and more about reaching a wide audience.  Communication is not directed towards a specific group and activities usually use mainstream media channels, i.e. television, print, radio.  Above the line advertising is a crucial tool in building brand identity.  It’s role is to reach as many prospective customers as possible and communicate the brand benefits.

Below the Line

Below the line advertising consists of more specific, targeted and memorable direct activities.  It focuses more on conversions and less on brand awareness. Direct mail, sponsorship, in-store marketing are all examples of below the line marketing.  Brand activation is the art of driving customer action (conversions) through brand interaction and experiences.  Below the Line marketing is more targeted and generally has a better return on investment.

Can I go Through the Line?

Technology has created the opportunity for businesses to employ marketing strategies that offer both ATL and BTL benefits.  An integrated approach of using both ATL and BTL mediums gets the maximum advantage for business growth, brand awareness and conversions.  Digital marketing offers ATL benefits with a wide reach, while still acting as a BTL communication direct to the customer.  Users can get highly personalised  communications based on their needs/wants/choices.  Outdoor advertising in public places offers both wide and targeted reach depending on locations.

It’s no longer a question of mass media vs direct marketing.  We are now in the era of 360 degree marketing strategies which aim to reach customers at all possible points of contacts.

If you need help planning a strategy to maximise your business’s growth, talk to us.  We’re here to help.

Choosing the Right Channels for your Business

By | Marketing

How do you choose which channels to use when advertising your business?

Promoting your brand across multiple channels increases your overall reach by connecting you with various target audiences at different times. It ensures your message is received and recalled by your target audience, increases your brand loyalty and recognition and allows you to portray a consistent brand image/personality to your audiences.  But how do you decide which channels are the right ones for your business?

Social Media

Social media is a great networking tool for business and offers a wide reach. Popular social media networks include: Facebook, Instagram, Snapchat, Twitter, and LinkedIn. The social media channel that is best for you depends on both your objectives and your target market.  Talk to us about determining the right strategy and networks for your business

Advantages of social media

  • Huge reach – both nationally and internationally
  • Low-cost
  • Effective (when done properly)
  • Encourages two-way communication
  • Provides valuable analytical insights into your posts and advertising
  • Highly targeted advertising available
  • Allows users to share your content, spreading your message among their followers.

Difficulties of social media

  • Can be time-consuming, especially when monitoring accounts over multiple platforms
  • You need to have a lot of content prepared
  • Algorithms work against businesses, with organic (non paid) content not having the same reach it once did
  • Users have the freedom to post whatever they like, which means your brand may be subject to negative feedback.
  • Once your content is published, users can share and keep it on the internet for everyone to see, even if you have deleted the original post.

Digital Advertising

Digital advertising are ads marketed through digital technologies. This can include search engine optimisation (SEO), banner ads, social media ads, videos, google ads, email and mobile marketing, and more.

Advantages of digital marketing

  • Cost-effective
  • Can reach a large and targeted audience (e.g. multiple demographics around the world)
  • Can be produced, distributed, and edited very quickly
  • You can use tools such as Google Analytics to gauge users reactions to your ads and to determine areas for improvement.

Difficulties of digital marketing

  • Can be time-consuming
  • Display ads (graphics) can be expensive to produce
  • You can’t control how people will respond to the ad and/or always know exactly where it is placed
  • Your message may get lost among the overload of information (including other ads) that users are subjected to
  • Requires some level of skill to produce effective ads (e.g. graphic design).

Outdoor Media

Outdoor media refers to advertising on billboards, outdoor screens, bench ads and bus stops, buses etc.

Advantages of outdoor media

  • High visibility – can be placed in a location where it is likely to be seen by many people
  • Cost-effective
  • High levels of exposure
  • Creative visuals create immediate impact and engage viewers
  • High levels of trust
  • Strong recall

Difficulties of outdoor media

  • People are often passing by these advertisements which means they have a shorter time-frame to absorb information so ad’s must be expertly designed (e.g. ads might be on a moving bus, or too far away to read all information provided if the ad is not designed right)
  • Can be harder to measure success of outdoor advertising (however measures are improving all the time).
  • Popular sites and bus routes are very sought after so can be hard to get

Public Relations

Public relations experts build credibility and enhance your organisation’s reputation. This is enacted through a mixture of traditional and digital media as well as in-person. It may include engaging with influencers, community engagement, media releases, public presentations/announcements, newsletters, social media, and more.

Advantages of public relations

  • Creates a good reputation for your organisation, establishing trust and credibility
  • Allows you to communicate directly with your target audience helping you to build a sustainable relationship with them
  • Useful for crisis management
  • Can be used to restore faith in an organisation after receiving bad publicity
  • A good story can be spread by multiple media outlets increasing your reach

Difficulties of public relations

  • Time-consuming: it takes time to build a reputation and time to plan how you want to communicate with your audience
  • No guarantee your communication efforts will succeed
  • Cannot control how the media will portray your message or how your audience will interpret it

Print Media

Print media includes newspapers, magazines, brochures, directories, and more.

Advantages of print media

  • Images can enhance brand image/promotion
  • Specific targeted audiences
  • Cheap to produce
  • People consume print media to gain information about new brands
  • Loyal audiences who trust print advertising.

Difficulties of print media

  • Limited audience as people increasingly adopt digital technologies
  • You don’t always get your ad placed where you want it to be placed in a publication (without additional cost)
  • Can be expensive to publish depending on the publication (e.g. magazines)
  • Print media is easily discarded, usually read once and thrown away
  • Can take longer for your message to reach your audience depending how frequently it is published (e.g. weekly, monthly, etc)
  • Hard to measure

Radio

Advantages of radio

  • Ads are highly repetitive increasing the likelihood your message will resonate with listeners
  • Allows you to tell a story
  • Wide reach and specific audience targeting
  • Offers peak listening times for larger audiences
  • Ads are quick and easy to produce

Difficulties of radio

  • Listeners can tune out or switch radio stations when ads play
  • Expensive, (depending on time of day your ads are scheduled). Peak listening times are when most businesses want to advertise, therefore these time slots are competitive
  • Short time slots, usually less than 30 seconds.
  • Need to play your ad repetitively to make an impact

TV

Advantages of TV

  • Reaches a larger audience than print or radio advertising (e.g. nationwide)
  • Draws your viewers in using images and sound
  • Allows you creative freedom which can help build brand personality and help viewers create an emotional connection with your brand
  • Makes a lasting impact on viewers in a short timeframe
  • Allows you to target audiences at specific times

Difficulties of TV

  • Very Costly
  • Viewers can tune out or switch channels when ads come on. Some TV providers also allow viewers to completely skip ads
  • Cannot guarantee you will reach your target audience
  • Can take a lot of time and resources to produce

Cinema

Advantages of cinema

  • Offers full engagement to captive audiences
  • Escapes the clutter of competing messages (audience only have one ad to focus on unlike the overload of information they are subjected to on social media)
  • Full immersion in ad – surround sound, huge screen, pitch black room
  • Can target a localised audience
  • Cost effective

Difficulties of cinema

  • Requires some production expertise to produce ads.

Influencer marketing

This refers to promoting your brand through social media and web influencers (people who have large organic followings) with sponsored content.

Advantages of Influence Marketing

  • People trust influencers, therefore giving your brand credibility and authenticity
  • Allows you to create meaningful, prosperous partnerships with influencers
  • Allows you to reach an audience which is becoming increasingly harder to reach (because of ad-blockers)
  • Allows you to target niche categories
  • Encourages the promotion of your brand through word-of-mouth

Difficulties of Influence Marketing

  • The influencer’s audience is not necessarily your audience, you may not be reaching as many people as you would like, or the right people
  • Working with an influencer can consume a lot of resources e.g. writing contracts, developing marketing strategies, etc
  • Can become costly depending on your influencer and how often they promote you
  • Followers may unfollow influencers if they post too much sponsored content
  • Sponsored content can come across as inauthentic

Experiential Marketing

This refers to marketing which evokes your audience’s emotions and stimulates their senses by providing them with a personalised brand experience, e.g. retail ambience or free tastings of a food/beverage.

Advantages of experiential marketing

  • Helps your audience create memorable and emotional connections with your brand
  • Can increase customer-satisfaction
  • A positive experience increases brand loyalty, brand awareness, and reach
  • Allows people to interact with your brand (e.g. free tastings, free trials, etc) which can increase the likelihood they purchase what you are offering
  • Encourages people to promote your brand via word-of-mouth

Difficulties of experiential marketing

  • If you do not know your customers well enough you may struggle to create personalised experiences
  • Time consuming
  • Often expensive for a short term or one off event

If you’d like advice on the right channels and strategy for your business talk to us at SeeMe Media.  We’re here to help.