I te roanga o ngā rā me te poto ake o te tau, kua whakaaro mātou ki tā mātou tukanga hoahoa me te uara o ngā mahi e mahia ana e mātou. He aha te painga o te waitohu? He mahi moni? Ki te toa i ngā tohu? Hei whakapai ake i te oranga? He mea kē atu rānei?
I muri i te nui o te hokinga atu, te pātai, me te whakatakoto take, ka kitea e mātau to mātau pono. Ko ngā toa tino pai rawa e whakanui ana i te oranga o ā rātou kiritaki me ngā tīma e hanga ana i a rātou.
Titiro ki Patagonia – ka huihui a rātau kaihautū pono i muri i to rātau ngākau tūturu ki te aorangi. Titiro ki a Apple – mā tā rātou hangarau ā-hoahoa e āhei ai ā rātou kiritaki ki te whakaaro rerekē mō te ao. Titiro ki Spotify – ko tō rātou hiahia ki ngā rārangipāpāho e tūhono ana i ngā kaiwhakarongo ki ngā kaiwaiata hou me ngā makau tawhito. Ka rangatira ēnei toa mā te āwhina i ā rātou kiritaki kia tupu.
Heoi, me pēhea e pai ake ai te oranga o te tangata?
Ka tīmata ki te aroha. Hei kaihanga parani, me kaha tātau ki te mahi kia mārama ki ngā whakahau e akiaki ana i tā mātou hunga whakarongo. He whāinga rautaki ki te arotahi ki te kiritaki. Ko tēnei hiahia e ahu ana ki ngā mōhiotanga, e ahu ana ki te hanganga o tētahi hapori hinengaro ōrite. He huihuinga tāngata e tiritiri ana i ngā uara ōrite me te rapu i ngā wheako ōrite. Titiro ki ngā toa tino pai o te ao. E whakakaha ana a Red Bull i ngā kaiwhaiwhai whakaongaonga. E whakaawe ana a Airbnb i ngā wairua kopikopiko. Ā, ka utua e Google ngā hinengaro pākiki. E tīari ana rātou katoa hei āwhina i tō rātou hunga whakarongo ki te tūhono ki tētahi whakaaro hōhonu.
Kia pēnei ai te āhua o ngā pūkenga, me kōrero pūrākau pai ake. Ko te momo pākiki e whakapuaki ana i te tūponotanga. Te momo tākaro e whakakī ana i a tātau i te hari. Ko te momo tautohetohe e kaha ana ki a tātau ki te mahi. Ko te momo hiahia e homai ana i te tūmanako āpōpō. Te momo pūrākau e here tahi ana i a tātau. Ko ngā pūrākau pēnei e punga ana i tētahi parani, e hoatu ana i tētahi whāinga e whakaawe ana i te pono mura.
We followed this process when we worked with ACC and Waka Kotahi to completely redesign how young New Zealanders learn to drive. Mā te whakauru atu ki te taiohi, ka kitea e rātou he tino nui te whiwhi i tō rātou raihana. So we created Drive, a brand that made the experience fun – gamifying learning and facilitating positive conversations between young drivers and their coaches or whānau. Mā te hanga i tētahi parani e whakanoho ana i ngā hiahia o tō rātou hunga whakarongo ki te tuatahi, ka kite a Drive i te tipu o ia tau, neke atu i te 300,000 ngā waitohu mai i tōna tīmatanga. Kua whakaaturia e te rangahau mai i ACC, ko ngā atekōkiri rangatahi i ako me te Puku, e 40% iti iho te whara i te tūtukitanga.
He pēhea te painga o te tohu ki tētahi pakihi?
Ko te tohu e whakarato ana i te aronga. Ko te mahi o te whakatū i tētahi tūnga ahurei i te mākete me te hoahoa i tētahi huinga rawa motuhake hei whakawhitiwhiti i taua karere. Ko ēnei tūāpapa te raki pono o tētahi parani – e tuku ana i te māramatanga me te tohutohu ki te wāhi e haere ana tētahi parani, me pēhea hoki e tae atu ai ki reira. Mā te āta hoatu i tēnei rautaki puta noa i ia wāhi pā, ka taea e tētahi parani te ārahi i ngā kiritaki i tētahi haerenga mai i te tautohetohe ki te mōhiotanga, te whakaaro ki te mahi, me te hoko ki te tautoko.
Our work promoting Te Anau as a tourist destination shows how brand differentiation drives engagement. Te Anau has one thing no one else in Aotearoa has. Te wā. In fact, during summer, they have an extra hour of daylight compared to Auckland. So, with daylight saving coming up, we announced that Te Anau wouldn't be turning their clocks back, effectively creating a new New Zealand time zone.
Te Anau Time went viral. With a modest budget it earned $400K in news coverage and reached 1.2million Kiwi's (which is over 40% of NZ's adult population) – ensuring operators enjoyed their busiest summer in years. Ahakoa te mate uruta me te aukati katoa i nga manuhiri o te ao. I runga i tērā, i toa i a ia ngā tohu mahi maha tae atu ki te D&AD Wooden Pencil, Best in Category at the NZ Marketing Awards, Silver at the Effies, and two Best Awards.
Ka hokona te waitohu. E whakaatu ana ngā raraunga katoa ko te whai kaha i te angitu arumoni o tētahi hinonga. E whakaatu ana te pūrongo BrandZ a Kantar he nui ake te kaha i te hokinga mai o ngā toa ngoikore mā te 82%.¹ Ā, e whakaatu ana te rangahau mai i Millward Brown e whakahau ana ngā toa kaha i te utu 13%, ā, ka 31% anō te hua mahi.²Mō ēnei take, ka whakaahuatia e te tohunga pānuitanga me te kaipānui mō te Wiki Mākete Tom Roach, tētahi pūkenga kaha hei "rawa arumoni tino nui rawa o te umanga. Ka whakanuia ngā tūponotanga o ngā kiritaki ki te kōwhiri i tō hua, ratonga rānei i runga i tō tauwhāinga, e kawe ana i ētahi atu kiritaki, i te utu iti iho mō ia hoko, e hari ana ki te utu iti ake, ā, ka hoko auau ake. Mā te parani kaha e nui ake te moni hua, te hua me te tipu, kia pai ake, i ia tau, ā, ka nui ake te uara kaipupuri." ³
I kite mātau i te mana hokohoko o te tohu e purei ana i muri i ta mātau hoahoa anō o Kathmandu. Kua pōauau, kua tawhito, kua kore e whakaata i te kounga o ana hua. Nā reira, i tāmata mātou i ia wāhi pā, i waihanga i tētahi wheako whakahoahoa e whakaoho ana i te wairua mātātoa mai i te pōkai, ki ngā wheako i roto i te pātaka, ki te hua ki te pānuitanga. He hua panoni pono i whakaū i te hāngaitanga me te whai hua haere tonu o Kathmandu.
Hei poto, ka mahi te tohu. Ka panoni i te aroha ki tō hunga whakarongo me te mōhiotanga mō ō rātou whakahau ki ngā hua me ngā wheako e whakapai ake ana i te oranga. Ka tautuhia e te tohu te rautaki mō te take me te pēhea e whakawhitiwhiti kōrero ai tētahi parani – me te whakarite i tētahi aroaro whai tikanga, motuhake i te mākete. Ko te parani kaha te kaha i muri i te aroaro o te mākete umanga me te whai hua.
E hiahia ana koe ki te ringa ki tō parani? Ka taea e mātou te āwhina.
Ngā torokī:
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https://www.kantar.com/campaigns/brandz
https://www.ashokcharan.com/Marketing-Analytics/documents/MeaningfullyDifferentFramework.pdf
https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/