Like many town centres in New Zealand, downtown Tauranga faces challenges as shopping behaviours evolve with new technologies. We’ve also seen for some time the impact of large malls drawing foot traffic away from our main streets. Downtown retailers have felt the impact of change and are having to work hard to attract customers to their stores. In Tauranga there’s …
We tend to believe our perceptions are a true representation of the world, right? But it may well be that the world we are perceiving might not be quite the accurate representation we think it is. Our perception may be coloured by our innate biases. It is selective and malleable. Scott Harwood | Creative DirectorScott starts his projects with a …
We’re often told that digital media is the brave new world, get on board or get left behind. Print is not dynamic, old school and past it’s use-by-date. Is, that right? Is print no longer relevant? Is it heading for a not-so-slow death? Over the last several years we’ve seen a headlong rush by communicators and marketers to new digital …
I recently attended a workshop in Tauranga. It was held in a large hanger. The presenter was an interesting person with some good stuff to say. However, there was a problem. No microphone. Being a hanger, the ambiance was one of a large bucket. We all strained to hear what was being said. A bit later we were asked to …
The old-school marketing approach of defining your niche and then trumpeting your uniquely tailored features and satisfying benefits has been a bread and butter strategy since Clark Stanley first registered Snake Oil Liniment. Over time, advertising agencies have become impressively sophisticated in highlighting those features and benefits. We’ve learnt to fight the 15 signs of ageing (with Photoshop) and we …
