Home' New Zealand Printer Magazine : April 2013 Contents 45
“ The difference between a brand and
a product is this; a product is made in
a factor y but there is only one brand.
Phil Knight who started Nike said, ‘We
don’t sell shoes, we sell sport. Shoes are
boring.’ A lot of this stuff is emotional,
it’s soft. People buy things for emotional
reasons not rational reasons. It’s about
creating an emotional connection. For
example, the CEO of Harley Davidson
motorcycles must be stoked. People
tattoo the HD logo on their arms.
“Fortunately, younger generations
are ver y happy about being emotional.
They are more willing to like brands
and follow brands and this is reflected
in the adver tising.”
So, how do we sell our brand on
social media? He continued, “It is like
a cocktail party. How does that work?
When you are at a cocktail party,
you ask people about their life. Don’t
talk about yourself. Talk about what
your audience is interested in. Word
of mouth marketing has always been
important. The recommendation of a
friend will help you make a decision
on buying and today that is more
important than ever because of the
internet. With LinkedIn and Facebook,
the tools are there. Ten years ago, the
seller was in control; today, the buyer is
in control. The consumer is in control
and they are doing their research first
on line. Social media is the best way to
reach your most influential customers
and the only way to reach your most
Godenho pointed out a four step
process to keep clients. He said, “First,
you need to generate interest and make
sure it is good interest- stop pumping
your television ad volume. Two, you
need to generate sales; make it easy
for customers to buy from you. They
should be able to shop on line easily.
Three, keep them coming back. Four,
you want them to generate referrals.
Your customers are your best brand
advocates. A brand advocate is any
customer who loves ever ything about
you. Find them, find what motivates
them, and then give them valuable
information for sharing.”
He concluded, “People do business
with people. If you have a product, have
great serv ice and back-up.”
Learning how to make sustainability a necessity
SHARON HUMPHREYS, environment manager, Packaging Council
of New Zealand, explained the use of mass balance to help
the industry. She said, “We have been collecting mass balance
numbers since 1994. So we have a lot of data about consumption
and recovery rates. We make this data available to all our
membership. The data breaks the data down into material types.
Mass balance is still used by everyone. It came out of the accords
as a KPI and PACNZ has kept it going.
“It’s amazing how widely this data is quoted. We anticipate
that with the stewardship scheme, we are collating what is
going to landfill and what is being diverted. This information will
give a good comparison with what is happening with member
companies and the rest of the market place.
“ What we are hearing is that there is a lack of data, real data.
We have anecdotal but not real data. The more data we have,
the more we can understand what the issues are and how best
to deal with them. We have looked at global organisations
collecting data and the methodology used. We want to ensure
our data aligns, in terms of methodology, what happens on a
global scale. We need to be able to say we can compare with
global figures because we have the same methodology. The
collated data and the graphs are on www.pacnz.org.nz.”
HILARY SOUTER, chief executive officer at the Advertising
Standards Authority, had some sage words of advice for the
audience about what they could place in the advertisements.
She said, “If it’s in an advertisement, it does have to be true.
There is a truck load of legislation. The Fair Trading Act is the big
“ Thank you for engaging in self-regulation. The ASA is an
industry based organisation: no government funding. It is all
funded by private companies, so if an ad is a problem under our
code, you need to stop the ad.
“ Transparency is important. Everything you tell us can be
given to the media, so we need you to respond with a straight
bat. Leave out any insulting behaviour. We don’t allow forum
shopping either. If you don’t succeed in one space, it doesn’t pay
to shop around for someone to give your ad the okay.”
She emphasised that context, media, audience and product
all mattered when it came to advertising. She said, “For example,
a DJ swearing on the rock radio station is okay but not in another
form of media. Our system is you can say what you like but you
must be able to prove it. The bigger the claim the more robust
your substantiation must be. Advertising self-regulation is all
about public confidence in advertising.”
using the emotional part of their brain not the
logical part of their brain. We know that because
people who have had injuries to the emotional part
of their brain are incapable of making decisions. We
make emotional decisions then we try to throw some
logic over the top of it. Emotions rule. If you don’t
achieve emotional engagement, you won’t achieve
any engagement at all. “
“Also, your brain can understand an image
60,000 times faster than it can understand words.
Images are easier to access than words and they
create a link to the words. Another point is that
people can’t not like change. Evolution is change.
Human beings are fundamentally excited by change
but people detest change that happens to them but
they love change that they are a part of.”
“Programmes fail because of this. You put in a
recycling scheme and tell everyone, ‘This is how
things work.’ The actively engaged people will
change because it’s the right thing to do. No one
else will change.”
“Humans are either a herd or a pack, part of a
social species. There is huge value in putting an
idea or concept forward as if it is already socially
acceptable. People justify their behaviour by saying
it is socially normal. So, think about how you word a
programme. Pull statistics from overseas. It doesn’t
have to be true but people have to believe it is
“ You must tailor your message to your audience.
What will work for one group will absolutely not
work for another group, it will actively disengage
them. It takes a lot of time but you must do it. Craft
the messages, re-jig the message for different group.
For example your production team as opposed to
your sales team. And use images, don’t use words.”
Creating the right culture
It must be true
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