Trends

1. Come on its Halloween – enter into the fun

   Published on Wednesday, October 26th, 2011
   In the United States Halloween is now acknowledged as the second most important celebration after Christmas Day. And wait for it, depending on your reference source, spending – mainly on costumes and lollies (NZ translation of candy) – will hit as much as US$7 billion.

   That’s a staggering sum – about US$22 for every man, woman and child in the States.

   First reaction around the office to this piece of trivia bordered on resigned disbelief as to the ‘folly’ of our American cousins. But wait a minute! What about the economic impact of spending $7 billion in the space of a week on the manufacturing, wholesale, distribution and retail sectors of the economy. Surely there has to be benefit in that!

   Not moved by economic arguments?! Well what about the outpouring of enjoyment and fun for the ‘small and big kids’ among us who aren’t too self-conscious to enter into the spirit of the occasion. Coming off the back of our Rugby World Cup success, we know only too well the uplift that comes when the community celebrates collectively.

   From modest beginnings in New Zealand, Halloween is progressively becoming a major on our special events calendar. Personally I’m in favour of it becoming more popular, even if it is starting to challenge – but hopefully not overtake – the place of one of my favourites – Guy Fawkes Day.

   So come October 31, our household will be armed with a hoard of lollies to dispense to the swarm of children who come ‘trick or treating’ dressed as witches, fairies, pirates and wizards. I’ve even been known to don my wizard hat myself in answer to the doorbell – that is if I can beat my wife (in full costume) to the door.

2. Not dead, but often in need of resuscitation

   Published on Tuesday, September 13th, 2011
   When Google acquired the restaurant survey guide Zagat last week one media columnist boldly declared that the “press release”, the traditional format for announcing such initiatives, was now “officially dead”.

   You see the Zagat owners used the style of one of their restaurant surveys to communicate with stakeholders, and Google, unsurprisingly, tweeted the news.

   In our view, the way the acquisition news was conveyed said more about creativity of the parties involved than the demise of any particular form of official communication.

   Their creativity is to be applauded.  It was simply their recognition that social and online media are empowering us to be more creative with our tactics for news generation. And with the ‘medium is the message’ in-mind, now more than ever we need to be proactive about crafting to-the-point, snappy messaging.

   Press releases are not sacred and they are not dead.  They will continue to be the “record” of certain events.  However, in many cases they need some creative resuscitation, and they need to be leveraged to ensure they touch all the necessary audiences.

   With the treatment of the announcement of their deal, Google and Zagat are challenging us to work harder at finding audience-specific forms of communication to achieve our goals.  The traditional press release will almost certainly be part of the mix.

   A press release tells our story – plain and simple.  The communicators then needs to tell that story to different people in the best way possible.

3. Maintaining the art of real communication

   Published on Thursday, June 23rd, 2011
   There have been recent protests in Dunedin and Grey Lynn about the closure of local NZ Post Shops. As locals mobilise with their placards, NZ Post points to the new era that will see electronic kiosks replace or supplement face-to-face services.

   Now, if you’ve ever queued outside the door of a busy Post Shop waiting to execute a simple transaction, kiosks can’t come soon enough. But if you’re of a certain age and used to a weekly trip to check out your Kiwibank account and have enjoyed this social interaction, the world as you know it will seem to be coming to an end.

   The protesters’ placard shout “SAVE OUR POST SHOP”; and NZ Post rejoins, “that’s exactly what we are trying to do”.

   After a slew of closures a couple of decades ago, NZ Post is following the trend to migrate online and electronically. As with all such initiatives, it comes at a cost: an ever-reducing amount of face-to-face contact and social interaction.

   This adjustment is hard for many, and ultimately we may question how ideal it is for humankind. The economic rationale is beyond challenge. But surely the cost of this relentless journey toward the virtual and online, the impersonal channels of communication, is still debatable.

   As communicators we are being challenged to achieve the right balance between the two – personal and impersonal – least the art of human communication is lost. The evidence of demise of real communication is everywhere: we used to write letters, now we email; we used to phone people, now we text.

   It is more pronounced among young people where there are signs that real forms of communication have given way to online. Young people will express their most intimate thoughts online, but not in the spoken word. Sometimes with tragic outcomes.

   How, then, do we resuscitate the personal at the expense of online? Or is it too late?

   Will we be left to sing, with apologies to Joan Baez: Where have all the communications gone? Long time passing…

4. Is stubborn pride and political correctness stunting New Zealand’s Growth?

   Published on Monday, December 6th, 2010
   One of the first rules of communication is to ensure you don’t insult or criticise your audience.  When it comes to things related to Gods Own we are brilliant at making sure this rarely, if ever, happens.

   Remember John Cleese and his comments about how forgettable Palmerston North was?  It made national headlines and most likely put the fear of god into future visitors who might think to offer some constructive insights.

   The second question most visitors are asked by media is invariably: “and what do you think of New Zealand?” This is invariably in anticipation of a glowing response.

   But surely we need some constructive criticism in order to rattle the cages of the decision makers so shortcomings can be addressed and, where possible, we get ahead of the curve in core areas.  For example, our ride on the knowledge wave has slowed markedly, and we seem to be settling for a lot less and are content with simply being ‘a good place to live’, compared with other countries. 

   In reality though, we are now officially behind in some key areas which has been reinforced by leaders in internet, mobile marketing, food, the retail sector and communications, who’ve all shared this view at different forums in the past month. 

   In the food space, at a recent food industry conference, a keynote speaker referenced research that shows our retail offering in food is viewed as lacking in excitement and interest. How can this be possible when we produce some of the best food in the world?  Yet it seems people are bored and treat shopping for food as a chore, unlike our European counterparts who enjoy the rich experience of food shopping.

   Move on to consumer engagement with mobile technology. At a recent Marketing Association event, Derek Handley, co-founder of mobile marketing company The Hyperfactory*, told the audience of senior marketers that we need to go out into the world and see what is going on.  Being laggards in the internet and mobile phone space has serious ramifications for us locally and abroad.  When computers, cell phones and Eftpos came to market we proudly talked about how we were early adopters. Guess what? Our broadband charges, speed and accessibility means we are now way behind.
    
   One major step forward will be the move from “trickle” band to broad band and making it super cheap.  Derek Handley, who stated the next 24 months will see a total internet overhaul globally, went so far as to suggest that the companies offer free broad band for a brief period so that people can experience its potential. This would speed up our adoption of technology, and means that in 24 months time, we have a fighting chance of being in these critical conversations, rather than left out forever.

   I firmly believe that there are two key factors at play here.  First, we don’t like to be criticised and see it as either unfair or malicious. Second we rely on virtual connections to experience the rest of the world – partly understandable given the cost of travel. 
   But travel is an investment people need to make in business if they want to move forward, so they truly experience other markets and can apply those experiences back here.

   Another option could be for Air New Zealand to help more kiwis get out into the world to experience it for themselves, and I don’t mean the Pacific Islands or Australia.  Finally we communicators need to build a culture of more direct and honest communication within companies and organisations. Of course, one can go too far as Paul Henry discovered.

   * The Hyperfactory is a client of NetworkPR

5. Does this year’s hottest ‘toy’ require parental guidelines?

   Published on Thursday, October 21st, 2010
   With the iPhone being hailed as one of the best baby-sitters ever and a firm favourite with many young kids,  is there a need for the developers and marketers of such products to be issuing advice on appropriate use for younger audiences? 

   In the case of online time, child development experts tell us that too much time playing with technology devices prevents growing minds from other valuable life experiences and such time should be limited.   And with more high tech products and devices coming to market, naturally, more time is going to be spent on them.

   Certainly in many other categories there is an implicit moral responsibility to support safe and appropriate use of products.  So what of the case of the iPhone, which many children love every stolen second of.  My own children like nothing more than commandeering my phone, and, as a mum, it was one of the main benefits I extolled to others almost immediately after getting one.

   Not since the invention of the television has there been a device so easy to distract children with.  But, for example, during a car trip perhaps I should be using the journey as an educational opportunity, rather than simply being happy that they are happy.  On the other hand, the learning opportunities provided by a device like the iPhone are also rich.  So parents face yet another challenge and plenty of potential criticism.

   To date, there appears to be little credible research done in this area and one assumes the lead needs to be taken by those who are developing such products.  For now I am more than happy to occasionally allow my iPhone to be commandeered, but rest assured, we will continue to play I Spy and 21 Questions as well.

6. Why do the words poo, boobs and underage drinking all have similar effect on young people?

   Published on Thursday, May 6th, 2010
   Communicating effectively with young people is considered a special skill, even a gift. They can be the harshest critics and their responses unpredictable.

   It was therefore a brave set of comedians who took to the stage in Auckland at the weekend at the Stand Up for Kids show as part of the international comedy festival programme.  Most began their sets with a reference to having thought specifically about what kids would find funny – given they usually entertain adults.

   And funny it was, to all of the audience no matter what their age with simple, old-fashioned humour that entertained without patronising.   One of the comedians began by reading out a list of words he had told himself to avoid, given their age.  You guessed it: bum, farts, boobs and the like were amongst them, and of course, the kids loved it.     

   It put into sharp relief what has been making me feel uneasy about the way we are communicating with older ‘kids’ around drinking alcohol.  It is an area that I think needs a serious rethink if we are to make any useful changes to teenage drinking habits.

   The way the ‘grown-ups’ are talking about how the ‘kids’ are, or rather are not, handling their alcohol intake will surely only add to the naughty factor and therefore its appeal.  Where is the communication that aims to teach our kids how to develop a healthier attitude towards a product that they can enjoy in moderation? 

   The debate in the media and around office water coolers is probably small fry compared to the debate that is likely being stirred amongst many young wannabe drinkers themselves, none of whom are likely to be supporting an increase.  Maybe we need some good comedians to get onto the job of helping build understanding amongst younger people that alcohol can be both good and bad depending on how you use it.   

   By the way, there are two more shows this weekend.  I highly recommend it for kids of all ages.

7. Plenty for the Commerce Commission in the holiday homes market

   Published on Tuesday, February 16th, 2010
   Last week the Commerce Commission issued a “warning” to the bookshop chain, Borders, over a misleading voucher scheme which the retailer promoted before Christmas.

   This promotion offered $20 in vouchers for every $75 spent at Borders until Christmas.  In the small print, however, it was specified that the customer could redeem one $10 voucher in January and the second $10 voucher in February. The Commission received complaints from consumers saying they felt mislead, and the Commission agreed.

   After another Christmas holiday experience, perhaps the Commission could turn its attention to the rental market for holiday homes.

   Do you expect a road in front of your Northland cottage, when the promotional site declares “absolute beach front”, and it is clear that all the photos studiously avoid showing the road?  Do you expect the advertised “Sky TV” in your Napier pad to be restricted to the sports channels only? 

   And then, there is the $460-a-night Waikehe property… Do you expect access to this non drive-on property, which you’ve been told is a “short 25 metre walk” to the beach, to in fact be 151 metres from the very closest carpark on the street?!  And do you expect this same premier rental to require cleaning, and for the charcoal barbecue to have only one fixed wheel and no charcoal?  If you are interested in this property, we suggest you contact Waiheke Unlimited which promotes itself as the only personalised specialists in self-catered holiday accommodation on Waiheke.

   Yes, there is plenty that could occupy the Commerce Commission in this sector, which is crying out for an independent evaluation and assessment vehicle in order to protect our reputation as a tourism destination. When it comes to holiday home rentals, there is too frequently a gap between the blurb and the reality. And of course, prices of these homes well exceed the value of the Borders voucher.

8. New Media gets a dose of ethics from the FTC

   Published on Monday, October 12th, 2009
   It’s fair to say that traditional media has envied the huge freedoms Internet publishers enjoy. On the Internet, any man and his dog can be publishers, editors, ad sales people – at the same time, without the “Chinese Walls” traditional media like newspapers and television are required to have, to avoid accusations of bias and advertorialising.

   Without mentioning anyone in particular, there are influential bloggers and webmasters who have felt that the rules of ethics that bind traditional media do not apply to them. With their enormous reach and clout, they have tremendous power to influence if they decide to endorse products or services, and have at time run foul of the law courts too.

   The trouble is, without transparency, such endorsements could potentially mislead readers.

   There have been some moves to voluntarily introduce for instance a Blogger’s Code of Conduct, but the US Federal Trade Commission (FTC) has had enough and sharpened its tone against the New Endorsers. New roles have been issued and they state quite clearly that if you have material connections with anyone whose products or services you endorse, it must be disclosed.

   Bloggers paid in any form, and this includes receiving free products or services in exchange for reviews, are said to be endorsers by the FTC. From now on, they must disclose their relationships with vendors right up front. Likewise, a firm that pays bloggers or seeks to influence editorial content by supplying material or services for free must say so up front or face legal liability.

   The FTC rules tighten up what can be said in advertising and promotions featuring consumers relating experiences, stating these have to be typical of what results consumers can generally expect.

   Likewise, research cited has to disclose any sponsorship and celebrities endorsing products and services outside traditional ads (in social media campaigns for instance) have to disclose relationships with advertisers and marketers.

   While New Zealand is yet to introduce similar, stringent rules, it should be noted that the Commerce Commission works close with the FTC. New Zealand bloggers for instance who have US audiences could face investigation by the FTC if they do not follow the new rules.

   For public relations practitioners, it’s important to note that FTC could haul not just “endorsers” but also advertisers – for example, agencies initiating social media campaigns – in front of the courts for false or unsubstantiated claims, or for simply not disclosing the connections between the parties.

   Also, saying “results may vary” is no longer a safe harbour qualification for testimonials that endorse products and services. Celebrities or personalities who take part in campaigns must disclose their relationships with advertisers.

   The rules are new and untested, but ethics behind them are clear and simple and will make life easier for all involved. Full disclosure and increased transparency strengthen relationships and trust with audiences with that in mind the FTC’s new rules are most welcome. 

9. Corporate communications fact number one – perception is reality

   Published on Friday, August 28th, 2009
   You can’t change reality with facts even if your facts are more pertinent than the other persons.  To their own detriment too many people have ignored public opinion on the basis that it’s just plain wrong thinking, and all that’s required is to state the facts. I am not talking about the smacking law – that ship has sailed and can be visited in another blog another day.  
    
   I am talking about consumers relationships and experiences with products and brands, and how changes imposed on the consumer by companies need to be thought through carefully.  Now you’re with me – Cadbury of course took a wee while to realise this, but they did eventually acknowledge the error of their ways and reverted to their original recipe.  But only when they recognised the power of public opinion. 

   Never mind the results of any blind taste testing or solid reasons of corporate social responsibility, people genuinely believed the new palm oil-containing product tasted inferior to the original recipe.

   But now that the heat is off, I wonder if people are complaining about the taste of the very same chocolate still available in supermarkets at a discount as we wait for the new original stock to arrive. And now the campaign is over I dare anyone to swap the packaging at home and see if anyone notices the difference.

   Recently I have been eating a whole lot more chocolate than usual.  Our household’s normal adult intake of zero has rapidly increased because my children’s school (which I won’t name for fear of the critics coming down on us) has been selling Cadbury product by the box-load in one of its annual fundraising drives. 

   Not one person I have spoken to has rejected the product on the basis that it contains palm oil.  In fact, we are all complaining that the neighbourhood is overrun with chocolate and there are competing stalls on the road in the weekend as enterprising kids try to convince me that their chocolate is nicer than the box my son brought home.

   Of course, ours is nicer because it is his chocolate – and are there no calories in school fundraising chocolate either? Okay I am joking, except in this respect: we can all find ways to justify our actions, and those perceptions are real.  At their own peril communicators will forget that perception is reality.

    

10. Don’t put all your eggs in one basket

    Published on Monday, August 10th, 2009
    Social networking sites Twitter and Facebook have been hacked, and much to the consternation of millions of users it’s not the first time the online giants have had their security tested and found wanting.

    Facebook now has over 250 million users and Twitter is snapping at its heels in terms of numbers of registered users. Both social media platforms have become pivotal channels for many organisations to reach out to staff or customers for work, play and the sharing of information.

    Twitter is shrugging off this most recent official hacking, but the breach occurred in the most basic of ways. A hacker guessed an employees password to a personal email account and then simply stole confidential company information and crashed the service.

    According to the Weekend Herald motives for denial-of-service attacks range from political to rabble-rousing to extortion, with criminal groups increasingly threatening to hobble popular websites that do not pay demanded fees, security experts told Reuters.

    These attacks raise some salient points for companies, marketers and communicators.

    First off, never neglect basic web hygiene by maintaining strong passwords that use a combination of letters and numbers, and keep security up-to-date.

    Second, as cloud computing (the fast growing trend of storing data online ) becomes the norm and social networking sites are entrenched as an integral part of business to business communication, then a back-up to these occasionally unstable and vulnerable platforms needs to be part of the plan.

    And last, aside from ensuring that contacts are saved and stored, don’t abandon real time, personal relationships and keep your brand alive and visible in the real world. 

    The lesson from this recent hacking incident is don’t put all your eggs in one basket.