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Carolyn Kerr

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    Hi, oh I love this idea!!!! I might just have to sign up with my girlfriends! The key elements you need to achieve mainstream media coverage that you’re aiming for, which appeals to the audience you’re wanting to attract are:
    1. Have a compelling product, service or solution that is topical and unique, and ultimately how it will benefit others
    2. Know and understand your audience and who is likely to be interested
    3. Marry those in two to the media channel(s) that will reach them best. Having existing media relationships helps, but isn’t absolutely essential if you have a good story to tell
    4. A news hook that isn’t a sales pitch, but a new, interesting, timely angle
    5. Consider any other third parties that could endorse the story to provide more relevance i.e. in your case a quote from a psychologist talking about the importance of social connection on mental health (again not essential in your case but another option to think about). Or a customer who has booked your first local trip talking about why they wanted to do it.

    It seems you have points 1 – 3 pretty well sorted. So refining your news hook is the key. I would suggest validating the human need and benefit would be interesting i.e. a quick piece of research to ask women what are the things they’ve missed the most about isolation and what social things are high on their list – providing multichoice answers. This can done through quick omnibus research and you just pay for each Qs asked. This will provide you with a new stat to lead with i.e. New research by Kiwi travel company Venus Adventures shows [80 per cent] of women surveyed say hanging out with their girlfriends is the top thing they have missed the most about isolation. Nearly all women surveyed say reconnecting with their friends will be the best way to improve their mental well being. Then you’d go on to say that Venus Adventures is adapting its global travel business for Kiwi women to offer adventures locally and much needed opportunity them to reconnect with their friends, as well as stimulate the local tourism economy.

    That’s just one idea, but you could also use anecdotal feedback that there’s a real need for women to reconnect i.e. by canvassing your social followers and run a snap poll through social. It’s the combo of the fact you’re a Kiwi businesses that is being innovative and adapting your business in a way that benefits your business, team, the local domestic tourism market and your customers by providing an essential human need to connect that’s compelling.

    If you’d like to discuss this more in detail please get in touch at carolyn@anthem.co.nz. I would be happy to put a team member on to writing the release for you and connecting you to journalist who might be interested.

    Good luck!

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    Beyond what the experts above have offered, I would reinforce the point made regarding diversifying your market to appeal to more than the education sector, i.e. the home market and targeting a higher demographic. Also play up your craftsmanship and NZ made point of difference. The buy NZ made movement is surging ahead and you need to leverage that. Then think about channels to reach this wider audience – the NZ Made Products Facebook group has a very large following how, over 400k and could be a good place to start. I know a small business who sold out of their product after posting on this page. Social media marketing, using beautiful images of your products being enjoyed by children in a relatable environments for your audience (i.e in home) is the other critical area for you. Putting a small amount of money behind Facebook posts will help you target your content to the right audience too). All the best, they are beautiful products, clearly made with a lot of love.

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    Hi there, I’m so sorry you’re in this position. I agree with the advice above, and accessing the 1000 free websites offer through Manaaki as a great first step. Next get clarity about audience to better understand who will benefit from your service or product offering. This is critical first step, you don’t have a business without customers. Think about what value you are providing or problem you’re solving with your product or service. Now more than ever, businesses need to think about the pain points they’re addressing. Then target your messages and content to the most relevant audience. The other challenge you’ve is to drive your audience to your site quickly at nominal cost to you: you can do this through social content and “boosted” posts (i.e. paid targeted content /posts through say Facebook Manager). The benefit is targeting your content to your target audience.This will ensure you reach the right people, with the right message relevant to them. Wishing you all the best and thanks for reaching out.

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    I love this and am so keen to give it a try with out team! There will be a pent up need for teams to reconnect again after lockdown so I applaud you for this move, and your timing is spot on. I agree with all of the advice above. Additional thoughts to consider are ensuring you are:
    1. On the radar of Auckland’s tourism marketing leaders i.e. ATEED, a Council entity focused on economic development, tourism and destination marketing – they may look to promote this new experience for the city via their channels
    2. Target audience – beyond HR leaders etc, think about medium size businesses, and business owners. All team leaders and business owners worth their salt are acutely aware of the pressure our teams have been under, so expand your audience base. Segment your audience – this doesn’t just appeal to the business community, so ensure you market it to a range of consumer segments.
    3. Tourism and business media – launch this innovative service to tourism and business media including NZ Herald, Stuff, NBR, Business NZ, travel media and urban media such as Concrete Playground.
    All the best, I’ll watch with interest!

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    Hi there
    I love your focus on providing value to other businesses, while bolstering your own. I agree with the comments above. My advice would be to think about:
    1. Defining your unique offering and brand value: identify your gap in the market by looking at what others are doing in in your space. What can you offer that’s unique and aligned to your personal values (i.e. you seem to value collaboration and helping others to succeed. How do you leverage that ethos and way of working through offers to collaborate with others)
    2. Create easy to access products and services. Can you package up and brand different service offerings? Talk with your existing customers and find out what they value about your offering and seek input into ways to improve it or make it more relevant for today’s climate. SMEs in particular are looking at cost effective ways of improving their digital presence, so your website services, will still be needed.
    3. Be where your audience is: one of the most cost effective and quickest ways to grow your reach is through targeted social media posts i.e. Facebook, which allows you to direct your content to the right demographic with nominal spend (sign up to Facebook Manager for this) and look at improving your Google search prominence; also be part of relevant active communities. A couple of examples to look at is the New Zealand Made Products public Facebook page (which now has nearly 430k members – could you post a selection of your photography if it has consumer appeal?), or draw up a list of business networking groups to become part of, such as Co.OfWomen (a business community for female entrepreneurs – check out their Linked In – they are gifting free memberships until 1 June). Good luck!