Building brand for long-term success

CHRISTCHURCH, Today: The latest Harvey Cameron newsletter reports all’s well at the South Island-based (HQ is in Merivale) full-service agency.

MD Gareth O’Connor wrote: “One area I’m thrilled to see much progress in, for a number of clients, is brand.

“At HC, marketing plays two key roles for our clients’ businesses – creating future demand and fulfilling current demand.

“In any category, 75%-95% of your buyers are not looking to buy this month (possibly longer depending on your category), and that’s where brand communications come into play. Brand talks to future buyers, priming them to come to you once they’re ready and helping to drive big profits.

“I’m excited that this quarter we’ve been working on brand campaigns for Norwood, Wools of New Zealand, Barenbrug and Spa World. A brand campaign for Totalspan is also on the way. These campaigns will be delivered over various platforms.

“The HC Digital team has been hard at work bringing fresh, slick, smart and fast websites to life for GoMedia NZ, Matthews Eyecare and WeCare, with plenty more on the way.”

“Carefully balancing brand with retail activity is the perfect blend for greater long-term success.

“With economic headwinds looking likely to push many countries towards recession over the next 6-12 months, a focus on the long-term through greater brand-building activity, with just the right amount of short-term sales activation to keep the cogs turning, is recommended by most industry leaders.

“Remember, if your competition goes quiet, it’s much easier to create a disproportionate share of voice if you keep spending on brand.”

Here’s to thriving.

“The HC Digital team has been hard at work bringing fresh, slick, smart and fast websites to life for GoMedia NZ, Matthews Eyecare and WeCare, with plenty more on the way.”

• www.harveycameron.nz