Marketing Genius – one example

by | 1 Sep 2015 | Business Setup Tips, Marketing Managment, Marketing Tips

An example of Marketing Genius Lying in bed over the weekend listening to the rain beating down on the roof and hearing the local stream turning into a raging torrent, my mind turned to things marketing, as it does, and I thought about the marketing genius behind the successful introduction of something that is not actually needed (particularly here in New Zealand) but is a product that has increased its marketing share every year since its inception – bottled water. Now I can see the point of bottled water if I am trekking through the Australian desert or am looking for something refreshing to drink in a country with little rainfall and no council supplied water system but am not so sure it is needed in New Zealand where the quality of water supply is the third highest in the world. Despite this the public of New Zealand spent around $65,000,000 on bottled water last year. Consider why? The average cost of a litre of water to your house supply is between 0.2 and 0.3 cents. So you can get the equivalent of a 750ml water bottle for about 1,000th of the cost. We complain about spending $2.00 on a litre of petrol (something that has been refined from crude oil and in a lot of cases shipped from the other side of the world) but happily part with $3.00 to purchase less than a litre of the stuff that comes out of the tap at the side of the petrol pump. So why is this possible, Marketing is the answer. We have been told that bottled water is...

Mobile Marketing

by | 6 Aug 2015 | Marketing Managment, Marketing Tips, New business Tips

Mobile Marketing & Dinner Parties At a dinner party for an overseas visitor during the week it was interesting to see that 6 out of the 8 people present referred to their mobile device throughout the dinner, despite the fact the guest of honour from the UK had spent 36 hours travelling the 18500 kilometres to meet up with other people present. Ignoring the etiquette issues that using a phone during a dinner party raises, it did get me thinking about mobile marketing. At the risk of stating the obvious, mobile marketing is marketing to people using their mobile device, there are a wide variety of mobile devices interestingly (or not) Facebook report that their system is accessed by 7000 different types of mobile device each day. In New Zealand there are around 2,500,000 adults using their smartphone each day (at least 6 of them during dinner parties) and this expected to keep growing over the next year. Smartphone usage, as might be expected, is is highest amongst the 18 to 24 age group and lowest amongst the over 65’s where ownership is around 45%. It is reported that 100% of people with incomes over $150,000 per year have a smart phone (although there is bound to be an exception somewhere) Many Smartphone owners will also have some other form of mobile device as well such as an I pad or a tablet. The number of people who use their smartphones or other mobile device to access the internet also continues to rise. Mobile digital engagement from Mobile devices is now 51% whilst the traditional desktop engagement is down to 42%...