Understanding the client's concept
5 days in Queenstown
At Indago Digital, we are lucky to work with Kirsty Phillips and Martyn Whitley at Ngāi Tahu Tourism, who not only understand the importance of this concept, they demand it. For that very reason part of our team has spent the past five days in Queenstown enjoying a number of their tourist experiences. We had a blast, but what was the client benefit and was the joint investment worthwhile?
Deeper understanding of clients’ core values
It pays off
Values
On our first night, their CEO, Quinton Hall, explained their company values in depth, with great passion and in Te Reo Māori; family, looking after our people, expertise, stewardship, appropriate action and leadership. He explained them in such depth because they are the lifeblood of the organisation and are understood at all levels of the business. Shaun, our guide on NZ Snowshoe exuded this more than most with his Māori welcome of Kia ora, his patience, his keenness to assist at any point, his detailed explanation of the land and his passion for the company.
Not only are we brand advocates, we are better placed to weave the Ngāi Tahu beliefs into their marketing campaigns as it is woven throughout the fabric of the Ngai Tahu people, employees and brands.
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How did campaigns benefit?
Creatives
Through research, we previously understood the product sets, but we now know them. The beauty that surrounds the deep valley and moraine of the Dart River that glaciers once carved and the transparent blue of the water that the glaciers now feed. The sheer power of the custom-made boats that skirt the sides of the Shotover Canyon and the fact that they can operate in water too shallow for a kayaker to navigate over.
Our ability to produce more engaging creatives has increased, and we almost look at what we’ve produced to date with a sense of embarrassment.
Targeting
From speaking to the tourists on the streets of Queenstown and the customers who joined us, there is a better understanding that we need to associate more value with people researching their holidays and focus less on people buying online. Often, the consumer is researching the experiences and attractions they wish to book, but only book them when they are actually in Queenstown. This also means we need more focus on local or radius marketing, targeting the potential customers when they are in situ.
Different experiences are also more suited to different ages and life stages and we now have a better understanding of that.
Invigorated
We now love the brands and the experiences we’ve been on. We’ve always wanted to do our best, but now a certain je ne sais quoi will drive us harder and ensure that we are always engaged. These brands are now dear to our hearts and will take a certain priority when we’re working through our task lists.
Conclusion
Obviously, it is not always possible to experience a client’s product or service – maybe it’s a medicine or service you have no need for. If that is the case, isn’t there more you can do to understand the product or service better? Should this not always be a focus when onboarding that client?
Speak to the sales or customer service team, sign up and run through any client material or have feedback sessions with both happy and unhappy clients. Knowledge is power, and we, as marketers, often lose sight of that fact.
Now let’s go back to my original question – Would you be better placed to market that business product service if you had experienced or purchased it directly?
If the answer is yes then I suggest you do something about it.
Written by
Gary Nissim
