Waikato Business News July/August 2019

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What’s with the why? What do you want out of your marketing and communications? Because if you don’t really know, it won’t really be effective. Doesn’t sound like rocket science, does it? As the world celebrates the 50th anniversary of the first moon landing, I keep thinking about the story of the NASA janitor. You may have heard it, but here it is just in case. The story goes that, before the Apollo 11 mission, President John F Kennedy was touring the NASA facility. As he was walking around talking to staff, he came across a janitor. When the President asked him what he did for NASA, he got an unexpected reply. The janitor could have given a short-term response. “I’m sweeping this corridor.” But he chose to not be blinkered by his immediate goals and environment. His answer could have been driven by his personal KPIs and the needs of the other NASA staff, his stakeholders, by saying “I’m keeping this place clean for the everyone who works here”. But he didn’t. He took the ultimate big picture view. He was a living example of what the organisation was there to do. He had the understanding to see beyond his own world – literally. “I’m helping put a man on the moon.” This is what the current buzzword lexicon calls the ‘why’. It might also be referred to as the purpose, the key proposition, the reason for being or core objective. Ironically, some might call it the mission. (See what we did there.) But whatever you call it, and wherever it fits into other parts of your planning, if you can’t explain what you want to achieve, you’re probably going to be floating aimlessly in space. Fifty years on, we could say that putting a man on the moon was really one objective on the way to a broader ‘why’ in terms of what mankind would achieve as a result of this incredible feat. But the example does serve as a reminder for us to think big and step away from the detail and the now. I was at a networking event where we had to introduce ourselves and say what our business was all about. A standout answer for me was from the owner of a restaurant and bar. He could have said he sold food and drink. He could have said he gives customers great dining experiences in a place for people to socialise. But no, he said he “creates memories through food and friends”. I have lost track of how many times over the years I’ve had to ask clients or potential clients that ultimate question, rather than it be one of the first things they tell me. We’d regularly have clients come to us asking for a brochure, for example, only to work through the process to discover that a brochure wasn’t what they needed at all. Their problem could be solved by a smart bit of PR, or their message could hit home harder through a well-targeted advertising campaign. Yes, a brochure might have been right for some circumstances, but it shouldn’t necessarily have been the first tactic, leapt to purely because it was what other companies did or because it was a format they could relate to themselves. It wasn’t our job to shake them out of their comfort zone or say they were wrong in their thinking. It was our job to find out what outcome they wanted and help them get there. That’s not a criticism. In business, we all naturally find times when we get focused TELLING YOUR STORY > BY VICKI JONES Vicki Jones is director of Dugmore Jones, Hamilton-based brand management consultancy. Email vicki@dugmorejones.co.nz on immediate needs, market demands or reactive responses to whatever our competitors are doing. Or we jump on the bandwagon of a new technological idea or marketing trend, or build an approach around themes that are in vogue. Yes, all those influences, and more, should be part of our marketing and communications planning, as we have to understand the people we’re targeting and the environment in which they make their decisions. But we also have to relate this to what our brand is there to do and how our marketing will achieve that. Where does this campaign or piece of collateral fit in to the wider story we want to tell? What problem are we trying to solve, what are we trying to change, what need are we trying to fulfil? Does it sit comfortably with how we want to be perceived? I’m not suggesting every piece of marketing demands a soulful weekend retreat of navel gazing, getting in touch with your business’s inner feelings. But take time to put yourselves in the shoes of NASA’s janitor, and think beyond the immediate tangible outcomes of your marketing to the bigger story your brand needs to tell. Commercial Property Management & Valuation At Bayleys, we believe relationships are what businesses are built on and how they succeed. We understand that to maximise the return on your property you need: Professional property management Expert valuation advice A business partner that understands your views and goals Mike Gascoigne Branch Manager P 07 834 6690 M 027 430 8311 mike.gascoigne@bayleys.co.nz Curtis Bones Senior Commercial Property Manager P 07 834 3826 M 027 231 3401 curtis.bones@bayleys.co.nz James Harvey Commercial Facilities Manager P 07 839 0700 M 027 425 4231 james.harvey@bayleys.co.nz Matt Straka Registered Valuer P 07 834 3232 M 021 112 4778 matt.straka@bayleys.co.nz SUCCESS REALTY LTD, BAYLEYS, LICENSED UNDER THE REA ACT 2008 ALTOGETHER BETTER Residential / Commercial / Rural / Property Services
TŪ TONU NEW BUILD New rehabilitation centre combines best of both worlds Tū Tonuis a physical rehabilitation centre with a Māori twist. It is the first of its kind in the <strong>Waikato</strong>, possibly even New Zealand, and provides a community of practice where clinicians and traditional healers work collaboratively. From physiotherapists to traditional Māori healing, massage therapy, counselling, yoga, personal training and acupuncture. Their vision is “to be a leading rehabilitation centre that exists to improve health and well-being by delivering high quality care and preventative services.” Tū Tonu combines clinically-proven rehabilitation and preventative methods with indigenous processes to improve your health. Through this unique blended model of delivery along with their education programmes, It aims to address rampant long-term health conditions that have a disproportionate impact on Māori - such as diabetes, lung disease and chronic pain. The facility officially opened on Wednesday 17 <strong>July</strong> in Hamilton. There is a beautiful feeling when you step through the doors of Tū Tonu. There is no judgement and a real sense of purpose and connectivity. You are greeted warmly at reception and then taken through to the number of services provided. There’s consult rooms for massage therapy, cupping and podiatry, an indoor basketball court, large space for group classes, a gym with all the equipment for strength and rehabilitation, a kitchen to help with nutrition and an artificial running track. Tu¯ Tonu founder and managing director Timi Tapara. The layout of the facility moves in a circle as you make your way around, starting from being immobilised and can’t move well, to playing sport and completely functioning and managing your own programme, balancing in the other services to maximise your well-being. Tū Tonu Founder and Managing Director Timi Tapara said it is a place for everyone. No matter your age, fitness level, ethnicity, sexuality, you are all welcome. “It doesn’t matter who you are, this is not just a Māori organisation that only serves Māori. We’ve worked really hard to break that stigma. It is a service that can help uplift and provide for all that wish to utilise it.” The name “Tū Tonu” can be interpreted in a variety of ways - the word Tū refers to standing up and overcoming adversity, Continued on page 20 TŪ TONU REHABILITATION CENTRE NOW OPEN Tū Tonu is a New Zealand based health company dedicated to establishing new rehabilitation standards that will contribute to improved health and well-being for all. OUR VISION To be a leading rehabilitation centre that exists to improve health and well-being by delivering high quality care and preventative services. EXPERIENCE TŪ TONU JOURNEY Step into our world and experience “hauora” a holistic state of well-being. Come and experience it for yourself. ACC Accredited primary treatment provider – No Referrals needed. Phone 07 595 0611 20 Karewa Place Pūkete, Hamilton 3200 GET SOCIAL WITH US www.tutonu.com
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Waikato Business News July/August 2019

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