Waikato Business News November/December 2020

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62 WAIKATO BUSINESS NEWS November/December 2020 How to break a marketing manager’s heart Generating enquiries from potential customers is what drives marketing managers. But do you really know what the enquiry experience is like? A marketing manager’s job is to generate marketing that drives leads and sales for the business. We sweat over the wording in ads, images used, ad placements, brand messaging, websites, search engine rankings, where best to spend the marketing budget, and more. All of it designed to generate enquiries for the products or services we offer. But what is the enquiry experience for new customers actually like? Before starting Duoplus, I was the national marketing manager at a large tertiary education company. We had one course in Christchurch that needed a boost in enrolment numbers, so I engaged a digital marketing company to run a campaign specifically for that course. As part of their service they provided recording of the inbound phone calls so that we could assess the calls and the quality of the enquiries. One week into the campaign they sent me a call recording that broke my heart. A person had seen the ad online and phoned about the full-time one-year course. Our campus receptionist answered, and would normally have put the enquiry through to the enrolment manager, but unfortunately he was out for lunch. So, she instead put the caller through to the course tutor. When the tutor answered the phone he thought the person was enquiring about a six-week night class and told them, “All the information is on the website. Just read that and fill in the form if you want to come” – and then hung up! No details collected. No explanation about how good the course was. No information pack sent. No enquiry added to the CRM. With all the effort and expense that we had put in to marketing the course, it was heart-breaking to listen to the call recording. I’ve found over the years that I was not alone. When companies are small, the owner is often hands-on involved in the enquiry and selling process. They know intimately that selling well, and treating potential customers like gold, pays the bills. But as companies get bigger, the owner or marketing manager gets more removed from the coalface of customer enquiries, and there can be a big disconnect between their expectations and the actual experience potential customers receive. Recording inbound phone calls and reviewing the calls is an excellent way for managers to assess the actual experience potential customers are receiving. But it can also be a quick way to break a marketing manager’s heart. We offer our Duoplus customers call recording for phone calls that come from Google Ads or Facebook ads. Two of our customers who turned on call recording in recent months had a similar heart-breaking experience. One is a medium-sized company with a receptionist answering the calls and directing enquiries to the right department; the other is a large company with a call THE DIGITAL WORLD > BY JOSH MOORE Josh Moore runs Duoplus, a Hamilton-based digital marketing agency that helps businesses get better results through highly measurable online marketing. www.duoplus.nz centre answering the calls. For both of them, the call recordings revealed some terrible experiences for the enquiries we had fought so hard to get. While many of the calls were heart-breaking to listen to, the good news was it gave the managers clear action points of what needed to be changed to grow sales. So, if you’re a marketing manager, general manager or owner who is removed from the sales process, ask yourself, do you really know what the enquiry experience is like with your company? If you don’t currently have a system in place to spot check enquiry phone calls, try turning on recording for inbound calls and check some random calls. This can be especially useful for calls coming from Google Ads or Facebook ads, since they’re more likely to be new enquiries. It will bring you much closer to the customer experience. You might find some absolute sales stars in your business. You might also find some areas where improvements can be made that will help turn your enquiries into sales in greater numbers. Pacific community hub receives $8m The Provincial Growth Fund is investing $8 million into K’aute Pasifika Trust’s Pan Pacific community hub in Hamilton city. The funding, announced in November, is a $6 million grant and $2 million loan and will help to redevelop the vacant Hamilton Stadium Bowling Club at Hinemoa Park. The hub will include an integrated health centre, a stand-alone early learning facility and an open fale-style community space. Leaupepe Rachel Karalus, chief executive, is excited to see the significant Government investment. “We are extremely honoured and excited about the investment in the wellbeing of our communities in the Waikato. “This has been a 20 year journey that began in 1998, when the Pacific community held a fono to understand why Pacific peoples were not accessing mainstream health services, and suffering unnecessarily poor health outcomes,” said Karalus. Hamilton East MP Jamie Strange says the Pan Pacific Community hub is one of many exciting projects happening in Hamilton’s CBD. “I call it the high-five in the CBD: Waikato Regional Theatre, ACC building, Union Square, the Waikato Regional Council and the Pan Pacific Community Hub.” The hub will also provide a meeting and activity space for the community. The Pacific population in the Waikato region is growing rapidly and the demand for Pacific business support and social and health services is increasing as a result. The funding will provide cultural, social and economic wellbeing support for all of the Waikato community. “The hub is about inclusion, ensuring the needs of the community are understood and met. This is more than a collection of buildings. We know the hub will bring people together regardless of their ethnicity, religion, gender, age and sexuality,” Karalus says. The Pan Pacific Community Hub is the outcome of a collective of people and organisations that value and believe in improving the health, social, education and economic outcomes for people. “We’re extremely grateful for the support from our community, local and central The proposed Pan Pacific community hub comes after a 20 year journey. government, our strategic partners, funders, private sector organisations and not-for profits. All who have walked alongside us in this journey.” QUALITY STRUCTURE PERFORMANCE CONSTRUCT RESIDENTIAL
HR, MANAGEMENT AND RECRUITMENT To recruit or not to recruit, that is the question For many employers, the more pressing question is, should they be recruiting given the relatively uncertain climate many are finding themselves in. WAIKATO BUSINESS NEWS November/December 2020 Your recruitment asset in Waikato. 63 And if so, should they be recruiting permanent staff or erring on the side of caution and building up a team of contract and temporary staff? Unfortunately, there is no crystal ball. We can only look at past trends and future predictions to make informed decisions. When it comes to recruitment trends this year we saw a drastic reduction in recruitment, followed by a surge of employers seeking staff, with equal interest in both temporary and permanent roles. There’s has been a sense of hesitancy among talent who are favouring job security. But, we’ve also seen a greater understanding, from both job seekers and clients alike, of the value of transferable skills. For the most part, when we look at the global picture we have fared relatively fortunate in comparison to the world beyond our international border. New Zealand is a very attractive place to be right now. If the past few months are anything to go by, numbers of highly skilled New Zealanders returning home look set to continue, which is good news for employers. Kiwis around the globe are renowned for their skills, work ethic and can-do attitude. That so-called brain drain has, at times, impacted industries here. In fact, New Zealand has more of its skilled population living offshore than any other country in the OECD, but that could all be about to change. A survey conducted by expat network, Kea, founded by Stephen Tindall, predicts up to half a million New Zealanders could return home in the next few years. That gives New Zealand businesses, including Waikato employers, a greater talent pool to select from. Carmel Strange Although a crystal ball would be very handy, one thing that is certain is that having the right staff in place, whether permanently or temporarily, is vital in navigating what has been, and will continue to be, changing circumstances. Finding the right fit continues to remain at the forefront of recruitment and is certainly our approach here at Asset Recruitment. So, whether you’re recruiting permanent staff, seeking executive roles, or looking for temporary workers, make sure you position excellence with the help of our team here at Asset Recruitment. Carmel Strange is Asset Recruitment’s Manager and Temporary Recruitment Specialist. Asset Recruitment is Waikato’s leading recruitment company for temporary, permanent, executive and industrial recruitment. For more than 30 years, we’ve been aligning great candidates with great opportunities, and ‘positioning excellence’ throughout Waikato. We strive for excellence and quality in all we do. As part of our commitment to excellence, we’re focussed on finding the right fit for both job-seeker and employer. So, if you’re currently looking to hire or would like to discuss your career opportunities, get in touch with our team. 07 839 3685 | www.assetrec.co.nz Temporary recruitment Permanent recruitment Executive recruitment Industrial recruitment
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Waikato Business News November/December 2020

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