Waikato Business News May/June 2018

40 WAIKATO BUSINESS NEWS May/June 2018
This stops people forgetting your business
Here’s a harsh truth: Potential customers
who visit your website will most likely have
forgotten about your business just 20
minutes later!
They might be searching
for your products or
services and end up on
your website, or they might
be browsing social media and
see something that you post.
But within 20 minutes, if they
didn’t contact your business,
they’re likely to have forgotten
all about you.
Or, alternatively, they
remember your business
vaguely – not quite remembering
your business name, but
thinking that what you offered
looked quite good. Or was it
the other company they saw
that looked good? They can’t
quite remember.
As much as your company
is number one in your mind for
your niche, the sad reality is
that potential customers easily
forget your business and what
you stand for.
So how do we stop customers
forgetting us? How do we
build brand recognition when
we don’t have Coke-sized
marketing budgets?
One of the powerful
answers that digital marketing
offers is remarketing.
If you don’t know what
remarketing is, you will certainly
have experienced it. It
works like this:
You’re searching for something
online, or click on a
Facebook advert, and view
a website. You read through
the page, and then click the
back button. An hour later
you’re on Facebook, and there
is an advert for the website
you visited earlier. The next
day you’re watching a video
on YouTube and see another
advert for that same company.
A week later you’re reading
an article on an international
news site and once again there
is an advert for that company.
Over the coming weeks and
months you continue to see
that company’s online ads and
you start to think: “These guys
are advertising everywhere!”
Nope. They’re not. They’re
just advertising to YOU.
That’s remarketing.
It enables advertisers to
show ads specifically to people
who have visited their website
or interacted with their page
on Facebook.
This is a powerful method
to stop people forgetting your
business.
Instead of forgetting about
you within 20 minutes, you
can keep reminding your
previous visitors about your
business, for months to come.
Instead of seeing your brand
just once when they visited
your site, they’ll see your
brand and messaging multiple
times, building brand memorability.
(However, you don’t want
to pester previous visitors.
Good remarketing campaigns
should have restrictions on the
frequency that previous visitors
see your ads. That way
you’ll build brand recognition
without annoying them.)
If you sell an expensive
product or service, remarketing
can be especially useful for
helping move potential clients
along the journey.
If you’re selling products
online for hundreds or thousands
of dollars, people are
unlikely to decide to purchase
on their very first visit. So,
you can create ads that get
the attention of cold traffic,
and then run remarketing ads
to the people who visited, to
move them through the customer
journey from awareness
to purchase. Good remarketing
ads can include testimonials,
additional messaging,
and more in-depth information
to build the user’s desire to
purchase.
If your product or service
has a very long buying cycle,
remarketing can help keep
your offering and brand in
your prospect’s mind during
the customer journey. Use it
to build their knowledge and
desire for your solution, making
it easier for your sales
THE DIGITAL WORLD
> BY JOSH MOORE
Josh Moore is the managing director at digital marketing agency,
Duoplus. josh@duoplus.nz www.duoplus.nz
team to close them on the deal.
In summary, there is no reason
to let your prospects forget
you after 20 minutes. Implementing
remarketing campaigns
can help you to easily
build your brand awareness
and memorability.
Tranda Construction
- expertise and passion
Expert work on an historic
former convent in
Ngaruawahia is a perfect
example of the skill and
passion Tranda Construction
brings to its work.
Tranda Construction offers
one of the most professional
construction services in
Waikato. From general roundthe-house
jobs to specific individualised
pieces to suit unique
tastes, Tranda Construction
record of customer satisfaction
shows how serious it is about
getting the job done right.
A perfect example is the
former Paeroa convent of the
Sisters of St Joseph of the
Sacred Heart, a 116-year-old
heritage building was relocated
to Ngaruawahia in 1977.
Tranda Construction has been
associated with this home for
a number of years and is currently
undertaking additions
and alterations that included
the construction of the two
storied return verandahs that
were omitted as a cost saving
measure when the home was
constructed in 1902.
Tranda Construction has
worked alongside Auckland
boutique architectural practice
McKinney + Windeatt
Architects which creates site
specific, individually tailored
buildings. The restoration
required an application of
high level carpentry skills that
referred to the century old
detailing with contemporary
timber construction standards
that replaced the entire external
verandah space to achieve
190 square metres of new covered
outdoor space. The resultant
exterior features extensive
use of crafted timberwork with
a composition of rimu, totara,
garapa and kauri. Integral with
the materiality and detailing of
the project was the role colour
played.
The use of DULUX
Colours of New Zealand for
a colour palate that referred
to the heritage of the home,
its architectural features and
its rural location that reflected
their own personality .
It was this palate of colour
and timberwork that caught
the judges’ imagination and
saw the project selected as a
finalist in two categories of
Waikato retailer picks up Jaguar
Land Rover Dealer Award
Duncan & Ebbett beat
off national competition
recently to take
home the Jaguar Land Rover
Supreme Retailer of the Year
award.
Duncan & Ebbett Hamilton
picked up the national
award for excellence in vehicle
retailing along with the
Jaguar Land Rover New Zealand
Parts Team Award. The
prestige car dealer was also
runner-up in the Jaguar New
Car Sales Team, Service Team
Award and Business Manager
Awards.
Duncan & Ebbett dealer
principal, Craig Duncan, said
he and the team were thrilled
to receive the accolades.
“Our team has worked
incredibly hard over the past
year towards this achievement
and we couldn’t be more
proud to receive this recognition”.
Jaguar Land Rover’s general
manager, Steve Kenchington,
said the awards were
thoroughly deserved.
“The Duncan & Ebbett
team is a credit to the Waikato
region - its commitment to the
continuous development of
the customer experience in the
retail outlet has set a benchmark
for the rest of the country
to follow,” he said.
Other winners were also
announced the Jaguar Land
Rover Retailer Excellence
Awards:
- Jaguar New Zealand
Retailer of the Year - Bayswater
European
- Land Rover New Zealand
Retailer of the Year - Armstrong
Prestige Dunedin
- Jaguar Land Rover New
Zealand New Car Sales
Team Award - Archibald &
Shorter North Shore
- Jaguar Land Rover New
Zealand Service Team
Award - Bayswater European
- Jaguar Land Rover New
Zealand Parts Team Award
- Duncan & Ebbett Hamilton
- Jaguar Land Rover New
the DULUX Colour Awards
2018 (Residential Exterior and
International).Tranda Construction’s
staff has vast expertise
and works as a tightly
knit team to get the job done
quickly and at the best possible
price.
Zealand Business Manager
- Archibalds Christchurch
- Jaguar Land Rover New
Zealand Marketing Award
- Bayswater European