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LETS GET DOWN TO BUSINESS.

Question :
Hi team, we are a pretty cool business called NZ TUNDRA – our target market are people looking for a reliable 4×4 great for towing, the full size pick up Tundra is like the Hilux’s big brother. We think getting the message out via TV might be effective, and would love some guidance on how to do that and with who – also any other thoughts on how we can get the message out – our website is tundra.nz Regards Malcom Tundra Ltd

Question submitted 08/04/20 @ 05:57pm
Industry: Brand & Marketing
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    Hi there,
    I checked out the website which looks great.
    Car advertising is a slow burn and crosses over brand and retail communications.
    Brand ads raise visibility and normalise the products – it just needs to get people thinking ‘that’s a great looking truck’ and that’s it.
    The retail side is normally done in other channels because you need to get more information across, and re-target leads.
    Sometimes there’s a branded-retail (Bretail) approach when there’s a deal attached to a brand ad – Subaru and Nissan use this approach.
    TV is a great medium for building awareness and showcasing the product. Not so great at bringing in leads and talking about details product benefits and so you’d need to support TV with other channels to do this. Digital display and social are good for this but it depends on what you’re trying to achieve.
    At present, media buying is cheap because demand is low, and audience numbers are high. So it would be a good time to investigate this further.
    Now is a great time to invest in building visibility for your brand.
    Do you have an existing TVC/ creative work ready to go from the North American market or are you looking to create your own? Either way, agencies are geared up to adapt existing creative or create new work.
    I have a couple of recommendations depending on your budget.
    1. Angus Hennah at ampersandcollective.co.nz is a creative director who spent years working on the Holden brand and set up his own shop last year so would be cost-effective
    2. Nathan Cooper – a creative director who founded corpstudio who specialise in creating content in multiple formats
    An alternative would be to go for a bigger budget ad agency like Special Group or Saatchis.
    If you just need help with media buying there’s a lot to choose from.
    Hope that helps but happy to let you pick my brain further if you’d like to. I’ve worked as a strategist on Holden so have a bit of knowledge in this area.
    Best of luck

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    Hi Malcom,

    An all-out linear TV campaign will be expensive and require commitment. Perhaps this could be considered further down the track. You can still buy and reach TV audience via Programmatic and reach Connected TV audiences. These are people who are viewing with a smart TV or gaming device – Xbox etc. The benefit of this type of audience buying is that you can place ads in real time, apply data to really hone to an audience and not be committed to spending a large budget. You can stop, start, pause and optimise when you want.

    I would also suggest video content placed in Social – Facebook, Instagram etc as well as Native ads. Native ads can take a person to a Tile that had additional Video content before they click to the site. Video can also be used in large format website display ads called Billboards. They are 970×250 and considered premium content. As with Connected TV, these placements are all made through the same platform so can be optimised to best results. Commitments are not set in stone so can be stopped, started and paused when require.

    On your website think about a way to capture database, and when timely on push to test drive.
    You need tags/tracking put onto your site to measure results.
    I have a good person to talk to if you need on all above

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    Great advice from Clare and Anna. And, agree, great website. Suspect capital purchases will take time to come back, so might be time to build brand awareness and an emotive connection on what people can do with a Tundra truck. Help people envisage what life could be like, in a Tundra truck, when the new norm returns. TV is certainly economic right now and quite a bold move, but you need to make sure it is money well spent given the mood and economic realities. You’ll need to be really clear on what is your message and the call to action. Social media and smaller placements might be a better way to go in the short term. Build your database now while people have time to dream, and then when the economy is back and people are buying, you will have a really good direct marketing list to re-engage. Go well, looks like a great product.

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    The Tundra is a great truck, I used to see them a lot on my trips to the U.S and wonder why they hadn’t made it to NZ yet. In many regards I think you have an incredible opportunity that the Ford Ranger has set up for you by becoming NZ’s top selling car. Especially so since there are a lot of aspects of a well spec’d Tundra that trump the Ranger in my personal opinion, not least of which is the trucks aesthetic.

    I say all of this because in my opinion TV is the last thing you need to be doing right now. It definitely has its time and place in your marketing mix but trying to compete with the Ranger for 3% of the market (probably less now) that are ready to buy, on a platform like TV is the quickest way to loose your shirt, and will do very little for sales and brand awareness in the current climate. You’re in an episode of survivor now and to be the last Ute standing you’re going to need to play it super smart and leverage digital to its fullest capability to win. My recommendation is to play the long game and employ a strategy to gain market leadership of the category online over the next 24mths by doing the following.

    1. Hire an SEO expert on a platform like Upwork to conduct an SEO audit of the top websites for Utes in NZ and develop a strategy that you can employ over the next 24mths to beat them. If successful you’ll get the Tundra on, or near the top of every google search in your category. It takes time but in a small market like NZ it’s achievable and the long term benefit to your business will be huge.

    2. Set up a YouTube channel and become prolific in the production of content about the Tundra. Employ the three C’s approach of Create, Collaborate and Curate to populate your channel. Create in-depth high value content that goes into the detail of the truck and why it’s better than then Ranger, make believe you’re in your own episode of Top Gear and do adventure videos in the Tundra. Then collaborate with other channels or influencers in your target market to co-create and share each other’s content. Then finally find all the coolest videos in the world on the Tundra and post them to your channel. Now here’s the important part – as you get into the cadence of producing good content take snippets of the best content you have and run trueview campaigns with them based on people that have searched for key terms in your category on Google, this will have the effect of maxing your YouTube SEO and is a good way to insert your truck into the consciousness of buyers that have been thinking and searching for a content on the Ranger but all of a sudden end up seeing your Tundra videos where ever they go 😜. Also make sure that you employ best practice in terms of titles, descriptions, tagging and thumbnails and again within 24 mths you should be highly ranked in all YouTube searches. So why on earth do you do all of this? Because YouTube is the 2nd largest search engine in the world and also pretty easy to own in a market like NZ.

    3. Part of your SEO strategy from step one will involve building a rich content hub and series of pages for your range of trucks, these pages will be the holy grail of content for anyone searching for content on the Tundra. What’s important here is that these pages have your Facebook pixel and other relevant tracking codes installed so that once people leave your site you can continue to pull them back into your funnel with more rich content. What’s also super important is that you have a lead magnet to capture an email address. This is typically achieved through a high value piece of content like a white paper on “10 Ways the Tundra beats the Ranger in performance and value for money”. Once you capture an email then you own that relationship and you can begin to build personalised customer journeys based on content that leads the customer to the point of conversion and gives your sales team the context to have powerful sales conversations throughout that process.

    That’s it, employ that strategy for the next 2 years and I’d say at worst you’ll be number 2 in the category online in 2 years and quite likely no.1. And better still you can achieve it for the cost of a well produced TVC and media plan that would have delivered you a fraction of the value.

    If you’re Someone from Ford and you’re reading this sorry but NZ Tundra is coming for you 😂. @nz-tundra you can thank me in two years by dropping off a fully spec’d TRD Tundra to my place in two years time 🤣- L8trs Pat sorry about typos did this on ph and I have fat thumbs.

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    Malcolm
    Knowing your business a little I would not recommend TV at this stage.
    Look at completely upping your social game to start with including YouTube, Facebook and Instagram (even LinkedIn believe it or not)

    Video will be key and you can create a cross section of content from hero videos like TVC’s through to more informational ones breaking down the conversion process in NZ as well as your servicing model etc.

    Join US based Tundra vehicle owners facebook community groups and connect with others there getting permission to share their images and possibly their own experiences wit their Tundra
    Showcase NZ conversions you have already completed and interviews with those owners

    Story sells – become a Tundra/lifestyle story teller that will build affinity in the market.

    Vehicle sales are a slow burn when you are at the premium end and new to the market so you need to build that audience and affinity with the brand showcasing why it is special.

    Identify three “Voice Pillars” you want to resonate through all your content (at Konnector our voice pillars are Trust, Education and Aspiration – Every piece of content we produce needs to go through that filter. Is is either going to build trust, educate or showcase work that others will aspire to emulate or be encouraged by).

    Then each month build a list of 3 Subjects (Categories) per Voice Pillar you can concentrate on and 3 individual and very specific topics per subject.
    EG This month under Trust for Konnector it is quite simple One “Subject/Category” is Live streaming Advice & we are conducting live interviews every weekday with business leaders to share their knowledge with small business owners. Another Subject under trust is “Our Journey” and we are talking about how we are coping over the Lockdown period and things we are implementing ourselves

    If you follow the 3 x 3 x 3 rule here you end up with a min of 27 Posts/content pieces per month that can be syndicated across multiple platforms giving you hundreds/thousands of exposures to your audience organically.

    When you then see what resonates with your audience you can start putting some $$ behind those posts to increase reach and constantly testing results.

    Using video you can actually run Thru View Ads on facebook which you don’t have to pay for unless people watch more than 15 seconds of your Ad (How cool is that). You can then get really clever in targeting and only show more ads to people that have watched more than 15 seconds of previous Ads – in effect creating an advertising funnel that gets more and more targeted so by the time you actually ask for them to take a specific action like download a Tundra Brochure they are already hot prospects and ready to take action.

    Typical sales ads like TVCs don’t work as well on social as we are selling in a social environment and we need to build the resonance with our brand before the ASK.

    Hope this helps mate

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