5/5/2020

1

MCCREADY BALE MEDIA LIMITED

mbm.net.nz

AUCKLAND WELLINGTON

Tenancy 1.1 Level 1 Huddart Parker Building

317-319 New North Road 1 Post Office Square

Kingsland, Auckland Wellington

Tel: +64 9 309 1933 Tel: +64 4 212 6332

28 April 2020

Re-CONNECTING Customer BasesRethinking channels, storyline & pipeline

DAN MAAS?

“I am passionate about creative marketing strategies and helping brands to

develop innovative comms solutions to enable

them start conversations, change perspectives,

and ultimately convert.”

5/5/2020

2

INTRODUCING MBM (MCCREADY BALE MEDIA)

BEC AM E NZs L AR GEST

IN DEPENDENT MEDIA

AG EN CY – 85 STAFF

OV ER 30 AWARDS

IN CL UDIN G CAANZ

ME DI A AGE NCY O F THE

YEAR X2 & I AB AG EN C Y

OF THE YE AR 20 1 9

OF F IC E S IN

AU C KL AN D &

WE LLI NGTON

EST ABL I SH ED 20 1 0 IN AUGU ST 2 0 19

JO I NED PUBL I CI S

GR OU PE

OUR MISSION

To bring success to our clients through the power of

communications and technology

5/5/2020

3

WHO WE WORK WITH

5/5/2020

4

SO WHAT CAN I DO?

UNDERSTAND

THE

CONSUMER

TELLING

YOUR

STORY

ADJUST TO THE

CONDITIONS

MEASURE

WHAT MATTERSTHINK

DIFFERENTLY

WHAT IS THE MOOD OF THE CONSUMER AND HOW SHOULD MY BUSINESS ADJUST?

Source: Google Trends. 2020

5/5/2020

5

CONSUMER RESPONSE IS CHANGING OVER TIME

• Phased return to work.• Public life re-opens - initially with

capacity restrictions.• Slow rebound in consumer spending• Cautious re-entry tempered by

perceived healthrisk• Stimulus packages launched to reboot

economy

• Lockdown routines and habits get established.

• News events drive periodic swings backinto phase1.

• Craving normality & looking for light distractions

• Seeking humanconnection• Consumer buying habits stabilize at a lower

level.• Gov intervention to manage cost of living

• Hunger forinformation• Constant newscycle• Anxiety fueled by sensationalist

reporting• Panic buying and job losses.• Dramatic cuts in spending• Setting up for life in lockdown

March April May Ju ne

S h o c k & a n x i e ty S e t t l i n g I n T h e N e w N o r m R e c o v e r y

GOOGLE SEARCH BEHAVIOUR GIVES US A GLIMPSE INTO CONSUMER MINDSET AT EACH PHASE OF OUTBREAK

S h o c k & a n x i e ty S e t t l i n g I n T h e N e w N o r m

Trend ing

Search

Terms:

TIME

Italy

Ministry of Health

Coronavirus

Coronavirus usymptoms

demicpdate Pan

NZ nzWINZ

Key

categories

News, education

News, Government,Supermarkets,

Retail, Education and Financial

Services

New Worldonline

NZ lockdown rules

Hantavirus www.covid19.govt BNZ

Essential services

News, Government,Content, Entertainment

Baking Joe exotic

Ashley

Bloomfield

COVID-19 Map Lotto NZ

Coronavirus NZDalgona MY IRD

Coffee Club Penguin

Thank you coronavirus

helpers

How long is the lineBoris Johnson

Beer

Bread

Carole Baskin Apple crumble

Coronavirus tips

Entertainment, Content, Activities, News

Family lockdown

boogie

Source: Google Trends. 2020

Google Classroom Skype

R e c o v e r y

5/5/2020

6

MOBILE PHONES BECOME AN ENTERTAINMENT LIFELINE

How can we prioritize mobile toreach more of our audiences in

relevant moments?

PEOPLE ARE FINDING NEW WAYS TO SELF IMPROVE

Can I target audiences that are searching and/or watchingvideos

online related to mybusiness?

NEWS CONSUMPTION HAS SKYROCKETED AS PEOPLE SEEK INFORMATION AND UPDATES

How can I capitalize on increased traffic to newssites?

EATING AND WELLBEING BECOME FRONT OF MIND

How can we educate consumers onthe unique benefits of our productswhile also providing themvalue?

SEEKING CONNECTION AND COMMUNITY FROM A DISTANCE

How can we position our brandto support people to connect or

create community?

MASSIVE JUMPS IN VOD REACH AND STREAM VOLUMES

Can we own this space – through sponsorships of an aligned program?

MEDIA AS LIFE ENRICHMENT

Are we creating content thatis enriching and educational?

MEDIA AND BRANDS ACT AS A SOCIAL SERVICE

How can we do our part as wellas achieving brand awareness?

THE MOOD OF THE CONSUMER IN THIS NEW WORLD

SO WHAT CAN I DO?

UNDERSTAND

THE

CONSUMER

TELLING

YOUR

STORY

ADJUST TO THE

CONDITIONS

MEASURE

WHAT MATTERSTHINK

DIFFERENTLY

5/5/2020

7

Reduce risk anddeliver value to consumers

Manage the short term Plan for for long term

MANAGE THE SHORT, PLAN FOR THE LONG…

SO WHAT CAN I DO?

UNDERSTAND

THE

CONSUMER

TELLING

YOUR

STORY

ADJUST TO THE

CONDITIONS

MEASURE

WHAT MATTERSTHINK

DIFFERENTLY

5/5/2020

8

REACH ACT CONVERT ENGAGE

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P A I D M E D I A

OW N E D M E D IA

EA R N ED M ED IA

E X P ER IEN C E

THERE IS A MULTI-CHANNEL ROLE THROUGHOUT THE PATH TO PURCHASE

A CONSUMERS PURCHASE CYCLE IS NOT LINEAR

Brand positioning communications thatshift

quality perceptions (CAMPAIGNS)

Supporting stories thatdrive specific reasons to believe: NPI, USPs, functionality, etc

Content that drives a clearCTA: Sign-ups, website traffic, event

attendance

Motivated to join foron-going brand comms that addvalue

A W A R E N E S S

C O N S I D E R A T I O N

C O N V E R S I O N

R E T E N T I O N

A SUCCESSFUL CONTENT STRATEGY IS BASED ON IDENTIFYING KEY PRINCIPLES AGAINST YOUR CONSUMER :

DELIVERING AUTHENTICITY IN STORYTELLING, MATCHED WITH A CLEAR AUDIENCE DEFINITION, THAT RECOGNISES

EACH STAGE OF CUSTOMER RELATIONSHIP TO PROVIDE THE MOST RELEVANT CONTENT EXPERIENCE POSSIBLE

SO YOUR CONTENT NEEDS TO ADJUST

CO

NT

EN

T

PIL

LA

RS

5/5/2020

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Set Your ObjectiveWhether it’s awareness, traffic, or acquisition, setting a clear objective can be the make or breakfor a successful displaycampaign.

Choose Your EnvironmentWhere is your creative being served?Understand these environments and customize your assets accordingly.

Know Your AudienceRight message, right time, right audience.Stay relevant creatively and through targeting to make sure you’re providing the optimalexperience.

Keep It SimpleLess is more in design. Make sure whatyou’re putting on your ad counts, and there’s no unnecessary elements, colours or text.

Test and OptimizeWhen possible, build two creative versionsto test them against each other. Being abletooptimize in real-time can guaranteea campaign’s success.

Consider The Full JourneyMap out the user journey toalign objectives to

experience. Where is the user going afterthey click? Where did they come from beforethat?

GREAT CONTENT: KEY TAKEAWAYS

GUIDELINES TO ENSURE SUCCESS WITH MADE FOR FORMAT EXPERIENCES

SO WHAT CAN I DO?

UNDERSTAND

THE

CONSUMER

TELLING

YOUR

STORY

ADJUST TO THE

CONDITIONS

MEASURE

WHAT MATTERSTHINK

DIFFERENTLY

5/5/2020

10

AN ECOSYSTEM APPROACH MUST BE YOUR AMBITION

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

THE SWEET SPOTLeverage owned, earned

and paid media for a comprehensive digital

marketing strategy.

DIGITAL DISPLAY

VIDEO ONDEMAND

SEARCH/ SEO

RE-MARKETING

WEBSITE

SOCIAL CHANNELS

E-MAIL PROGRAMME

CUSTOMER DATABASE

USER

GENERATED

CONTENT

INFLUENCER OUTREACH

PARTNER-SHIPS

PR

Build more first party data

through driving to owned

Leverage community

to drive earned media

Propel sharing & engagement

with paid amplification

WHAT NUMBERS ARE IMPORTANT AND WHAT DOES SUCCESS LOOK LIKE?

BRAND

MENTIONS

A W A R E N E S S

E N G A G E M E N T

C O N V E R S I O N

REACH &

FREQUENCYCLICKS VIEW THROUGH

RATE

REACTIONS/

ENGAGEMENTS ACTIONS OPEN RATE SESSIONS BOUNCE RATE NEW USERSPAGES PER

SESSIONREVENUEIMPRESSIONS

SHIFTING TO PERFORMANCE LED CONTENT

• Given the decline in organic reach in recent years, it has forced a step change for brands in their approach to measuring the success of content across owned and social channels

• As paid has become a key factor particularly across the facebook network, defining measurable actions is important to ensure there is a goal each asset is working toward

• This is not about shifting to a reliance on paid to win, but recognising the landscape continues to shift and paid amplification provides a magnitude of opportunity through the ability for deeper analysis of performance

• Creating relevant, useful and meaningful but also brand consistent digital experiences will still be at the very core for every piece of communications right through the lifecycle

5/5/2020

11

SO WHAT CAN I DO?

UNDERSTAND

THE

CONSUMER

TELLING

YOUR

STORY

ADJUST TO THE

CONDITIONS

MEASURE

WHAT MATTERSTHINK

DIFFERENTLY

https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=12325002

NZers are appreciating action initiatives from OrganizationsMOVE WITH THE CONSUMER > DISRUPT WITH THE CREATIVE

5/5/2020

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WE ARE HERE IF YOU NEED US

SENIOR EXPERIENCED PEOPLE .

VAST EXPERIENCE IN

STRATEGIC PLANNING

ACROSS ALL MEDIA AND

RUNNING MULTI- MEDIA

ACCOUNTS.

DIGITAL & SOCIAL MEDIA

EXPERTS USING THE

LATEST PLATFORMS AND

TECHNIQUES

A GREAT COLLABORATION

PARTNER IN A

FRAGMENTED MEDIA

WORLD.

FOCUSED ON ACHIEVING

AND MEASURING RESULTS .

RESPONSIVE AND

PASSIONATE ABOUT

DELIVERING GREAT

SERVICE, INNOVATION AND

EFFECTIVE WORK.

CROSS CHANNEL MEDIA

STRATEGY & PLANNING

NEGOTIATIONS & MEDIA

BUYING

DIGITAL & DATA

STRATEGY

PAID SEARCH & SEO

DIGITAL CAMPAIGN

MANAGEMENT

MARKETING AUTOMATION

& RETENTION STRATEGY

MEASUREMENT &

ANALYTICS

CONTENT STRATEGY &

PRODUCTION

SOCIAL MEDIA STRATEGY

& MANAGEMENT

WE ARE HERE IF YOU NEED US

5/5/2020

13

MCCREADY BALE MEDIALIMITED

mbm.net.nz

AUCKLAND

Tenancy 1.1

317-319 New North Road

Kingsland, Auckland

Tel: +64 9 309 1933

WELLINGTON

Level 1 Huddart Parker Building

1 Post Office Square

Wellington

Tel: +64 4 212 6332

THANK YOU