NewsCase StudiesEvents

Marketing a Business in New Zealand

New Zealand

Marketing a Business in New Zealand

New Zealand related forum posts

 

  1. Indian citizen willing to set up a food business in NZ..

    Hi thereI am an Indian citizen who wishes to set up food business in NZ (Auckland or Wellington) Can someone advise how do we go about??Quick Questions:- Is it possible for Indian citizens to set up business in NZ?- If yes, how do we go about?Suggestions/Advise if highly appreciatedCheersG

    Total Posts: 1 Last post by ongautam

  2. Ski Club is a Ready-Made Idea for your Own Turnkey Business

    Hello, we offer an excellent idea for your new successful businessThe global practice shows that the trend for establishment of ski clubs on the ski training equipment basis is gaining momentum increasingly. Due to the fact that a ski club is not only a sports activity, but also an active kind of leisure and fun, suitable for recreation regardless of the age, ski clubs are usually established

    Total Posts: 1 Last post by Marta0605

Marketing a Business in New Zealand

Expanding a business in New Zealand is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it New Zealand is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.

Advertising and Sales promotions in New Zealand

New are slow to abandon an established brand, and a campaign designed to promote a new and competing brand could be long and costly. Exporters usually share the cost of advertising with distributors. Advertisements relating to products such as drugs, cosmetics, alcohol, cigarettes have law restrictions. Advertising agents can arrange all types of advertising campaigns and are widely used by local and overseas manufacturers and importers. British exporters are advised to consult their advertising agents before embarking on an advertising campaign.

When advertising in NZs newspapers mind that there is no national daily press as in the UK, but four metropolitan and 25 provincial newspapers. The most influential newspapers are the main metropolitan dailies. There are two Sunday newspapers.

Radio broadcasting services are provided by a mix of state-owned and private enterprises in a deregulated environment. There are over 100 radio stations, most of them commercial. Radio New Zealand, a State Owned Enterprise (SOE) runs two non-commercial networks. Radio advertising is a very popular means of reaching consumers.

On television there are five nationwide channels, plus Prime TV (owned by Sky TV) and regional channels operating in various parts of the country. Free-to-air digital television was introduced in New Zealand with the launch of Freeview in May 2007.

Billboards are used widely throughout the country for advertising along roadsides and motorways.

There are a number of companies who offer direct mail services, posting advertising material to targeted firms likely to be interested. Most of them are listed in the NZ Yellow Pages under Direct Marketing Services.

Other advertising channels include ads in the inside and outside of buses, bus stops, telephone booths and illuminated signs. Give-away newspapers are delivered to most urban and suburban homes, and many chain stores (particularly food and DIY) publish flyers on a regular basis.

The approach is very similar to that undertaken in the UK. Many of the bigger advertising agencies have representation or at least an understanding with an agency in New Zealand. All promotional material should be in English.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.

As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.

Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.

Who is marketing in New Zealand should bear in mind that there can be marked differences between Maori and NZ European (Pakeha) societies, culture and protocols.

Both are strongly concerned for the environment and have a strong desire to preserve their country's beauty. They believe that all things have a 'mauri' - a life force. Damage to this life force, or human attempts to dominate it, result in the mauri losing its energy and vitality, which affects the lives of people as well as the resilience of ecosystems. Border controls are very tight and there are huge fines for importing food or other natural products such as wood, cane etc. Some characteristic (and differences) of Kiwi and Maori follow:

  • New Zealanders - New Zealanders are friendly, outgoing, somewhat reserved initially yet polite, and enjoy extending hospitality. They are quite easy to get to know as they say hello to strangers and will offer assistance without being asked. Because they do not stand on ceremony and are egalitarian, they move to a first name basis quickly and shun the use of titles. Kiwis dress casually, but neatly.

  • Maori - Maori are generally friendly and reserved and place great value on hospitality. They will generally offer (often to the point of going without) assistance to their guests and will attempt to hide the inconvenience as much as possible. Maori will spontaneously launch into speech and song. Even though they may not have met each other, they will know many songs they can sing together and often use these to close or enhance speeches. They will often call for visitors to do the same and it would be wise to have 2-3 practiced songs from your own country to reply with.

Click here to Ask an Expert about Marketing a Business in New Zealand

Organisations that can assist with Marketing a Business

  • > FiverrŪ

    FiverrŪ is the world's largest marketplace for services starting at $5.

    More Details Visit Website

You are not logged in!

Please login or register to ask our experts a question.

Login now or register.