It is going to be hugely important that we understand changes in the behaviour of Kiwi consumers as a result of COVID-19. Domestically we already have – and will continue to see – a huge shift in consumer demand and behaviour, and we anticipate this will continue in the short to medium term.
We will ensure that through our access to all available audience research, we will closely monitor these trends, and apply them to our strategic thinking and recommendations.
Whilst in some form of lock-down, there have also been huge increases in the consumption of traditional media channels such as TV. This means getting your messages out to consumers at this time is more cost-effective and impactful than it has been in the past.
It is also important for all businesses to have a clear stakeholder engagement strategy to begin dialogues with their partners and suppliers – from landlords, to service providers, to banks – to help navigate their way through these uncharted waters.
The State of the Media Industry
It is clear that every sector in the New Zealand economy has been, and will continue to be impacted by COVID-19 in some way, shape or form. The media industry is no exception, and is currently in a fragile state. Evidenced by the recent departure of Bauer Media from New Zealand; NZME laying off 200 staff; MediaWorks implementing a company-wide 15% pay cut – the list goes on.
No-one – including the NZ Government – wants to see local media providers no longer being sustainable due to massive drops in advertising revenue. So it will be important going forward, to support our local media provider partners wherever possible, to ensure they remain viable and can provide us with the news and entertainment we thrive on.
The Importance of Buying Local
We have all been affected in some way by the global COVID-19 pandemic. As the now well-worn Māori saying goes – “He waka eke noa” – we are all in this together.
Being a 100% New Zealand owned agency, we are one of the SME’s that are the lifeblood of the New Zealand economy. We have a long history and track record in the industry, working for both Government and private sector clients. So we now have our sights set firmly on doing whatever it takes for our business to stay strong. Support for each other during these challenging times needs to be our focus.
There has never been a more appropriate or relevant time to “buy local” – and that applies to all products and services, including advertising. So if you want to talk to a 100% Kiwi-owned agency about working together – we are ready to take your call, and we are here to help.