August 2021 - Bay of Plenty Business News

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22 BAY OF PLENTY BUSINESS NEWS August 2021 The power of 600 words Adrift in the vast sea of information available online, you might think a single web page would have little hope of being noticed. It’s but a drop in the ocean, up against a torrent of competing content all vying for readers’ eyes. Estimates suggest there are now more than 1.87 billion websites on the internet, but the good news is that not all of them are created equal. Thanks to the wonders of modern search algorithms, truly helpful content can still rise to the top of potential customers’ search results. I was reminded of this fact recently while working on a project for a sports gear company in Wellington. This business has created a new product that can save money and make life easier for people organising sports and recreation leagues and events. There’s nothing else like it What has really blown me away is that with nothing more than a 600-word product overview page, this business has been able to generate leads and sales all over the world.” on the market and the problem it overcomes has been a longstanding pain point for people running sports events indoors. Strong starting point Admittedly, developing a globally unique product that solves a longstanding problem is a strong starting point. However, what has really blown me away is that with nothing more than a 600-word product overview page, this business has been able to generate leads and sales all over the world. In the two months since the product page went live, there have already been dozens of enquiries from universities in Australia and leisure centres in Europe. Sales have been made to an up-market school in California and a sports gear distributor in Florida. There’s even been a purchase of the product by a community leisure facility in Porirua – just down the road from my Wellington client’s head office. This is all happening before the product has been officially launched. Sales will rise rapidly once marketing activities begin, but this story clearly demonstrates that 600 words – well written THE LAST WORD > BY JAMES HEFFIELD Director of Bay of Plenty marketing and PR consultancy Last Word. To find out more visit lastwordmedia.co.nz or email james@lastwordmedia.co.nz. and pitched – can still have a truly global reach. I’ve been giving this case some thought and I believe the recipe for success is threefold. First, the product itself is unique and solves a longstanding problem that – for whatever reason – has not been solved before. Second, the 600 words on the web page clearly articulate the need for the product and how it is going to save time and money for organisers of sports competitions. And thirdly, the content includes the key words being used by prospective customers when they are searching on Google, ensuring the page is easy for them to find. Mix those ingredients together with an online store that makes enquiring, purchasing and organising shipping easy and it adds up to a winning dish. It’s worth keeping in mind when cooking up content for your own website; clearly describe the problem your product solves and how it will solve it, present it all in a believable and relatable way, and make sure to harness the power of storytelling in all your way. TV is not what it used to be Musings on luxury and leisure, post annus horribilis Our collective consciousness was once focused daily by the six o’clock news, which was … well … ‘news’.” In the beginning there was one channel, and it went to sleep before midnight. We all watched the same programmes [sic], because we didn’t have any choice. Monday morning watercooler conversations (actually then they were more “tap water” conversations) were self-adjudicating – we were all watching the same coverage of the same event on the same TV channel the night before – though even then we could still disagree on the referee’s impartiality, or lack thereof. Then it was colour and our lives were truly enriched. TV persisted later into the evening – though still no ads on Sunday – oh well. Then there were three channels. We were living the life. When TV watching began to unravel And we get to today, and that’s where it started to unravel for me. I accept that when my TV takes too long to warm up now, I probably need to toss it into the inorganic collection pile and not call the Tisco man to come and replace some valves. But nothing else about TV seems easy anymore. A simple question, “What channel is it on?”, no longer has a simple answer. The answer I recently received to that very question still has me scratching my head: “If you subscribe to the platform, you can stream it on any device, though you can get a weekend pass which may be cheaper – it’s not a pay-perview but there are no ads in the premium subscription model which is way better than the free-to-air coverage.” W-H-A-T-? I just wanted to know what channel it was on. This lexicon of media jargon may explain why there is a whole bunch of new buttons on the remote that don’t get used. Does anyone know what they’re all for? It’s a good thing that my TV is now internet-enabled and globally connected – the internet of things is truly a wonder to behold. But do I feel more LUXURY & LIFESTYLE > BY ALAN NEBEN Alan Neben is a Mount Maunganui local and experienced New Zealand publisher. He has never openly aspired to be a TV newsreader. alan@bopbusinessnews.co.nz connected, or more disconnected? The jury is still out. Our collective consciousness was once focused daily by the six o’clock news, which was … well … ‘news’. Now my daily stream of minute-by-minute notifications and alerts have relegated the 6 o’clock news to an assortment of “old news” lifestyle magazine sections – first the news headlines (which I’ve already seen), then the quirky personality piece (which I don’t need), then the weather (which confirms my notifications), then the sport (ditto), then the warm fuzzy feelgood ending (OK, I like that bit). Although YouTube is not my “TV” channel of choice, my demographic is a shrinking one. TikTok, whilst dangerously addictive, will never be my “6 o’clock” news-of-old. If TV really is the opiate of the people, it appears the people have now moved on to harder drugs.
August 2021 BAY OF PLENTY BUSINESS NEWS 23 NEW ZEALAND’S LARGEST (TEAM) WINE TASTING COMPETITION IS COMING TO TAURANGA AND ROTORUA Get your team ready and get ready to compete! Comedy Cellar, New Zealand’s largest wine tasting competition (and a huge night of entertainment), is coming to Tauranga on Friday 3rd December and Rotorua on Saturday 4th December. The fantastic combination of wine, comedy, food and entertainment makes for a great Christmas function, says Strike Events Director, the owners of Comedy Cellar, Scott Palmer. “Participants get the opportunity to compete as a team alongside friends, colleagues and clients for the title of Comedy Cellar Champions, Tauranga (or Rotorua!). “By the end of the evening, we will have a local champion team worthy of wearing the title of Comedy Cellar Champions! “But there is a twist; we take the average score from all of the teams who compete on the night, and on our website, you can see how your town or region compares to other parts of New Zealand. So we end up with an (unofficial) New Zealand wine-tasting champion region which is arguable the countries most knowledgeable and best wine drinkers!” The Comedy Cellar competition is based on the ‘wine options’ format. Four wines are served blind on the night and each wine has around 7 or 8 questions asked about it. Teams (a table of 8-12 people) need to taste, discuss and agree on a single correct answer for each question which is then submitted to Comedy Cellars knowing all judge and wine expert Bob Campbell for review and score allocation. Michele A’Court and Bob Campbell will be co-hosting this years Comedy Cellar. Some questions are weighted, and time is limited. The evening is co-hosted by New Zealand’s highly regarded wine expert, Bob Campbell, and leading stand up talent and host Michele A’Court. “Our co-hosts are the best in their fields and combine to provide a great night of wine, competition and entertainment,” says Palmer. Tables are now on sale and can be purchased through their website, but hurry, there is one show only per region. This year, Comedy Cellar is holding events in Tauranga, Rotorua, Hamilton, New Plymouth, Masterton and Palmerston North, with another several taking place in mid- 2022 in other parts of New Zealand. Regional and team scores are updated after every event so people can follow the progress and overall position of their team and town as more events unfold.
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August 2021 - Bay of Plenty Business News

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