Whilst New Zealand has been entranced with the Rugby World Cup and the 2011 general election, ICON has been busily beavering away in the background producing creative marketing material for Office Angels, a Tauranga based bookkeeping, accountancy, accounting software support and business mentoring company. Our intro-line on most of the material is ‘Halo, we’re Office Angels’. Of course, this is a brand that can only go one way – up.
Christmas cards, business cards, and A4 brochure (which was delivered to hundreds of potential clients and already bringing in many first-time enquiries).
Looking at a rebrand? Or starting a new venture and thinking about logo options? There is nothing stronger than a simple, elegant logo, professionally executed and consistently applied across all your marketing material.
The reason is…well…simple. The lives of your customers are cluttered with so much information and detail. Drive down any main street in any New Zealand city and prepare for an onslaught of colour, catchy phrases, and powerful imagery. Thousands of radio and press advertisements compete for your attention, each one dripping with detail and information – some more so than others.
So it is refreshing to see something uncluttered in the marketplace. A great example I’ve seen recently is the Steinlager campaign billboard. A shot of the classic white can with the words ‘We believed’. Nice.
So when it came time to sign-write our vehicles we decided to take our own advice and use a high-contrast, simple and elegant design. They say less is more. We couldn’t agree more.
Our freshly sign-written VW. Simple and elegant design, high contrast. Easy to see from a mile away. Literally. Many thanks to Shane and the crew at ComputaStyle signs in Tauranga for an amazing job.
Demographics are an important part of understanding your customers and therefore, tuning your marketing plan to reach them. There are numerous demographic models in use by marketers in New Zealand. This is one I use often. It was originally developed for the UK market 50 years ago and referred to as ‘Super Profiles’. I have adjusted the descriptions for the New Zealand market.
A. Affluent Achievers
High-income families with a lifestyle to match. Likely to be multiple house owners, the Affluent Achiever owns two or more cars, which are top of the range, recent purchases.
Affluent Achievers have sophisticated tastes and aspirations. They eat out regularly, go to the theatre and opera and take an active interest in sports (cricket, rugby union and golf). They are able to afford expensive holidays every year.
Financially aware, this group is happy to use credit and charge cards and are likely to have private health insurance.
B. Thriving Greys
Older than Affluent Achievers, possibly taking early retirement, the Thriving Greys still retain a prosperous way of life. Their detached or semi-detached homes have now been purchased and most of the children have left home. This leaves money to spend or invest in the luxuries of life, such as a superior car. The Thriving Greys eat out regularly, take one or two holidays a year and enjoy playing golf and going to the theatre.
They are financially aware and money set aside.
C. Settled Suburbans
The ‘Settled Suburbans’ are employed in white-collar and middle management positions. The presence of many part-time working wives ensures a fairly affluent lifestyle. For example, this group can afford to take one or two packaged holidays every year and purchase newer cars.
They are happy to use credit cards for their purchases.
D. Nest Builders
Thirty-somethings’ who have recently started a family, the Nest Builders are middle management, white- collar workers. Although there are often two salaries, the mortgage on their home accounts for a large slice of their income.
Having young children and a relatively small amount of money for luxury purchases means that the Nest Builders rely on home-based entertainment. Rather than going out they socialize at home and may watch sport on television, often on satellite television. Many also shop from home via internet.
They may have more than one car, which are often cheaper, older models.
E. Urban Venturers
This cosmopolitan, multi-racial group resides in areas of major cities.
These young adults live in apartments or flats and have high levels of disposable income, which is spent on eating out, expensive holidays, keeping fit, going to pubs, clubs, concerts and the cinema.
Close to where the action is, this group can tend to rely on public transport.
F. Country Life
Rural in nature, this group lives, works and plays in the countryside. Many live on farms or lifestyle blocks.
Car ownership is high, given the distance to local facilities, and direct mail is widely utilized, reflecting the absence of retail outlets. As might be expected, they like to relax outdoors and preferred leisure pursuits can include rugby, fishing and horse racing.
G. Senior Citizens
An elderly group living in small, possible sheltered accommodation. Many have moved into retirement areas and there is a high proportion of ‘little old ladies’—lone single female pensioners. The Senior Citizens will live within their means, however limited these may be, with their key recreation activities being passive, such as television. They also prefer to shop at convenient stores in their own neighbourhood.
This group have always been financially aware and saving for a rainy day has been a way of life. Of all the lifestyle groups the Senior Citizens are the least likely to read newspapers and the popular magazines.
H. Blue-collar Producers
These more affluent blue collar workers. Many are middle aged or older and their children have left home. The Producers work in traditional occupations and manufacturing industries.
Most are well settled in their homes, which are either purchased or still rented. In their spare time they like to go to bars. On television, rugby and rugby league are their preferred sports.
They do not spend money on cars and there is little planning for the future by way of financial investments.
I. Hard Pressed Families
Living in rental accommodation, unemployment is a key issue for these families. Most work is found in unskilled manufacturing jobs, if available, or failing that, on Government Schemes. The parochial nature of this group is emphasized by an unwillingness or inability to either move home or go on holiday.
The most popular leisure activities are going to bars and clubs, betting and television viewing, where sports such as rugby and rugby league are watched.
J. Have-Nots
Single parent families living in cramped, overcrowded apartments or with extended families is the everyday reality for this group, which is composed of young adults with high numbers of young children. These are the underprivileged that move frequently in search of a break.
Most are on Income Support and those that can find work are in low-paid, unskilled jobs. There are very few cars, and little chance of getting away on holidays. Recreation comes mainly from the television
We’re rolling out our summer campaign for Canterbury of New Zealand. Shot in March 2011 in Waihi Beach, this point-of-sale rollout was inspired by the notion of ‘Memories of a summer road trip with friends’.
Our crew consisted of 7 models, 2 photographers, and 7 support crew. A two day schedule allowed us to tick off the planned shots. Here’s a selection of what will be hitting the shop windows over the next few months (plus a few behind-the-scenes shots).
Canterbury of New Zealand summer campaign posters. Bottom right: The whole gang together and Creative Director and Make-up artist hard at work
For anyone who doubts the effectiveness of advertising, let me take you on a ride down New North Road for a few minutes.
Picture this. It was opening night of the Rugby World Cup and I found myself having to drive from my Kingsland Apartment (adjacent to Eden Park) and find my way to Newmarket. The time was 4pm and I had just made a last minute change of plans due to the reported full house at Queens Wharf. Instead of travelling by train to Britomart as intended, I would now drive to Newmarket. This is a hassle in normal peak hour traffic let alone at a significant international event that would see me fighting through the traffic of 60,000 rugby fans.
Yet as I pulled out of my apartment it was apparent that the roads were empty. I had not seen Auckland roads this clear and open before. I found myself in Newmarket inside of ten minutes and enjoyed easy driving on uncongested roads for the rest of the evening.
Not so the trains and buses. An effective advertising campaign had been run by Auckland Council to promote the merits of public transport to sports fans. This campaign was so successful it caused untold headaches for Auckland’s overburdened transport system and at the same time emptied the roads nicely for my wee jaunt.
Some fans, persuaded by the pro-public transport message, found it took up to two hours to get to the game, missing the fantastic opening ceremony in the process.
Now I don’t want to get drawn into the merits of Auckland’s public transport but as an advertiser what stands out for me is the fact that 95% of sports fans were convinced to use public transport in favour of using their own car – a tall order in New Zealand.
I have always believed that your audience will engage with your message if it connects with them and if there is an element of self interest at stake. The best toaster advertisement in the world is not going to convince you to buy a toaster if you’re not in the market. But if you are looking, an opportunity exists to present an option and to promote it above the other options on offer.
People were interested in the announcements around public transport. They listened. They headed. This is a classic case of advertising working too well – and causing headaches as a result.
Shaun Johnson on the run against the StormWe’ve been working closely with the Warriors since 2006 and as a fanatical fan of both teams (the NYC and NRL) we’d like to wish the boys the best for the upcoming Grand Final on October 2nd at ANZ Stadium.
As the official design agency of the Vodafone Warriors, Icon Advertising regularly host clients at each Warriors home game. So far this year we’ve had a ball. Great action, great food and great company. If you are keen to join us simply ‘like’ our Facebook page.
When Icon Advertising was tasked with bettering our popular ‘Scales’ campaign for our agricultural client Fiber Fresh Feeds’ 2011 campaign it was no small challenge.
Icon had to convey the proposition that rearing new-born calves this season using the Fiber Fresh ‘Freshstart’ programme, would deliver stronger, healthier heifers for introduction to the dairy herd in the future. Whilst there is a mountain of scientific evidence to call on, we wanted to use a simpler, more engaging message.
Customers mill around the Fiber Fresh Pavilion site.
Being a big year for rugby we came up with ‘The Replacements’ concept – a bench of healthy and strong heifers waiting and ready for the call-up to the main game. We illustrated the animals on a bench straining under the weight. For double page spreads we also illustrated an opposition bench – with inferior replacements of course.
The campaign has been a huge hit with Fiber Fresh staff and customers. Fiber Fresh enjoyed a strong Fieldays presence with two sites and a never-ending stream of customers and prospects calling into enquire about the Freshstart programme and Fiber Fresh products.
Fiber Fresh's magazine advertising
It will be a challenge to better this one next year but we’ve got some ideas brewing already.
When over 38,000 fans packed into Eden Park, Auckland to watch the Vodafone Warriors play the Parramatta Eels for the first game of the Warriors 2011 season, they also witnessed the debut of our on-field promo for Canterbury’s Baselayer brand. Enjoy.
It’s always a good idea to let potential customers know you exist. When times are a bit tight it’s even more important to invest in advertising and promotion!
But hold your horses. It’s vital you get your house in order before you roll out the welcome mat. Advertising is vital to success but in-store service must come first.
Imagine walking into a retail store, cash in hand, ready to buy and no-one serves you or even acknowledges your presence. It happened to me last week. As I stepped back out of the shop, cash still firmly in pocket, I wondered about the amount of money that the offending business had spent on advertising and marketing. Whatever it was, it was getting flushed down the loo at the last hurdle.
I’m one of these shoppers that believe the people I deal with are as important as the product or service I am buying. With so much competition in the marketplace, there’s always a friendlier option down the street where I’d rather spend my hard-earned cash. After all, buying is a feel-good experience and there’s nothing ‘feel-good’ about being ignored or suffering poor service.
So here’s the crux of the issue – regardless of how much you spend on advertising, or how good your advertising is, your business still needs to offer a quality customer experience. Think of it this way – one disappointed customer walking out of your shop is word-of-mouth advertising working against you. You lose the original sale, and another ten or so on top. Disgruntled customers are more likely to spread the bad word than happy ones too.
So the answer is simple. Switch that old horse around so he’s in front of the cart. Ensure the experience customers receive lives up to the advertising promise.
For example, if you operate in a retail environment, ensure staff are briefed to engage every customer within one to two minutes of them stepping into the store. Some staff are naturally more affable so you may have to work harder with some people than others.
I also suggest you run a customer survey. Anonymous feedback from customers is invaluable and helps you to understand the view from the other side – often a difficult thing if you’re too close to it. An alternative to this is a mystery shopper scenario – this could be a relative or a neighbour who has been briefed to visit your business, and perhaps a few competitors as well, and report back objectively to you.
Remember that at the end of the day you (and your staff) are the best advertisement you have for your business.
Once you have your house in order, you can confidently swing the doors open and promote yourself to one and all.
Russell Dye runs Icon Advertising Limited, a full service advertising agency with offices in both Auckland and Tauranga.
We’re all over the world. Google ‘Russell Dye’ and you’ll find we’re at epidemic proportions on a global scale. There’s even two of us in little old Aotearoa. And yes, one day we shall come out of hiding, unite and RULE!
I had a little plastic yellow lunchbox that served me throughout school. Even now I keep my acrylic paints in it.
I’m a brown belt in Kyokushin Karate.
I suck at golf but I keep on going back for more punishment.
I play the saxophone.
I have three awesome kids, Shannon, Ethan and Emma.
I’m the world’s best Medal of Honor player (well I think so anyway).
I eat Subway five times a week. I’ve saved up points and soon I’ll trade my Subcard in on a Porsche.
Joel Moon poses for camera while Russell looks on.
When Canterbury of New Zealand wanted to produce an iconic campaign poster to promote the Vodafone Warriors first appearance at Eden Park, they naturally turned to Icon Advertising.
The exciting concept of a line of players in the shape of a fern with the corresponding shadows creating the bottom half of the fern was developed and discussed. Trouble is it would have been impossible to produce such an image in a single shot. Not only would shadows have to fall in unnatural directions around the fern’s tip, the perspective and angles would not have been possible to replicate.
Our solution was to shoot each player individually, clearcut them, and position them on a field (incidentally shot on an entirely different day in a different place). Icon designers would then add the shadows, logos and effects to produce a final piece.
For the photography on the day we turned to Craig Brown, a Hamilton based photographer who had done extensive work with the Chiefs over many seasons. A room was booked at North Harbour Stadium and the shoot was done, player by player over two hours. Each player was photographed a minimum of nine times, arms folded, arms by sides, in different stances and on different angles to the lens.
Back in our studio, each shot was carefully clear-cut, boots were re-coloured, grass was created to sit over the boots, and shadows were generated. All in all, 40 hours of post-production. Final headlines were created, loved, hated, changed, and re-changed. After much blood, sweat and tears, the final version was approved for production.
End result. A fantastic concept – loved by Canterbury of New Zealand, and a great piece of artwork to kick the year off with.
If you’re starting a new business you’ll need a logo and a brand. If your business has been around a while and your branding needs an overhaul you’ll be in the same predicament.
So do you now toddle off to an agency and spend two or three thousand on a paint blob or do you head on around to your nearest backyard desktop publisher for a whiz bang logo for $100? At first glance it might look like a no-brainer – after all it’s only a logo right?
The perception for many business owners is that the logo is a simple element which can be updated easily at any stage.
The problem is that your logo and brand are viral. Whatever you start with is going to go through a process of duplication and before you know it, your brand will represent a huge investment: stationery, vehicle and building signage, packaging, website, brochure material and much more. If you realise down the track that your brand is off-key it will cost you thousands of dollars to update everything. Do it gradually and you’ll have inconsistent branding in the marketplace leading to confusion.
As an agency it is our advice to get the foundations right. Invest in a brand that will see you through for the long term. Otherwise, pay peanuts – get monkeys.
So why do logos cost so much for such a simple item? For starters, there is substantial cost in the process of simplification. It takes time and expertise to take intended meaning and symbolism and re-work it into a simple, succinct device that answers the brief and the desires of the client.
A second issue is that logos can be very subjective. Producing a professional looking logo doesn’t always guarantee it’s going to get past stage one with a client who ‘just’ doesn’t like it but can’t articulate why. Sometimes the tightest brief can get thrown out the window once the first draft is tabled and it is literally back to the drawing board. As an agency we understand that changing the brief or evolving the design is the client’s prerogative and a natural event in the design process – so relax – you’re allowed to change your mind at this stage.
The third reason a logo can take time (and therefore money) is that a competent designer will need to test your logo in situ, being letterheads, business cards, website and signage. How does it look on a small business card? Does it work in black and white? Does it conflict or compare poorly with competitors’ brands? There are a lot of checks and comparisons that need to be made to ensure your investment is a good one.
Of course logo design does depend on the client. In some unlikely cases a four-hour job may produce a logo that ticks all the right boxes for a small business. In the main though, we suggest you invest decent time in this, the cornerstone of your brand and therefore your business. That way you won’t need to revisit it with a costly makeover down the track.
In the immortal words of Dr Frankenstein: ‘It lives’!
Of course we are permitted the melodrama – we are creatives after all. Seriously though we look forward to your thoughts, critiques, and praises (we like those especially).
