I te roanga o ngā rā, i 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? Kia whiwhi tohu? Kia whakapai ake i ngā oranga? He mea kē atu rānei?
I muri i te nui o te pūrua, te pātai, me te whakatakoto piro, 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 ā rātou kaihautū pono i muri i tō rātou 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.
Nā reira, me pēhea e pai ake ai te oranga o te tangata?
Ka tīmata ki te aroha. Hei kaihanga parani me mahi ngāwari tātau kia mārama ki ngā whakahau e akiaki ana i tā mātou hunga whakarongo. He whāinga rautaki ki te arotahi ki te kiritaki. Mā tēnei hiahia e ahu atu ki ngā mōhiotanga, e ahu atu ana ki te hanganga o tētahi hapori hinengaro ōrite. He huihuinga tāngata e ōrite ana ngā uara me te rapu i ngā wheako ōrite. Titiro ki ngā toa tino pai o te ao. Ka whakapakari a Red Bull i ngā kaiwhaiwhai whakaongaonga. Ka whakaawe a Airbnb i ngā wairua kopikopiko. Ā, ka utua e Google ngā hinengaro pākiki. Kei te tīari katoa rātou hei āwhina i tō rātou hunga whakarongo ki te tūhono ki tētahi whakaaro hōhonu.
Kia pēnei ai te āhua o ngā pūkenga, me kōrero pai ake ngā pūrākau. Te momo pākiki e whakaoho ana i te tūponotanga. Te momo tākaro e whakakī ana i a tātau i te hari. Te momo tautohetohe e kaha ana ki a tātau ki te mahi. Te momo 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 te 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. By engaging with youth, we found they found getting their license overwhelming. So we created Drive, a brand that made the experience fun – gamifying learning and facilitating positive conversations between young drivers and their coaches, whānau rānei. By building a brand that puts the needs of their audience first, Drive saw year-on-year growth with more than 300,000 sign-ups since its inception. Research from ACC has shown young drivers who study with Drive were 40% less likely to be injured in a crash.
He pēhea te painga o te tohu ki tētahi pakihi?
Mā te tohu e whakarato i te aronga. Ko te mahi o te whakatū i tētahi tūnga ahurei i te mākete me te hoahoa i tētahi huinga rawa motuhake mō te 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 runga 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.
I haere viral a Te Anau Time. 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. And that's despite the pandemic and total ban on international visitors. On top of that, it won numerous industry awards including the enviable D&AD Wooden Pencil, Best in Category at the NZ Marketing Awards, Silver at the Effies, and two Best Awards.
Ka hokona e te tohu. Ko ngā raraunga katoa e whakaatu ana ko te whai parani kaha e whakanui ana i te angitu arumoni o tētahi hinonga. E whakaatu ana te pūrongo BrandZ a Kantar he nui ake te kaha o te parani kaha i te whakahoki kaipupuri o ngā toa ngoikore mā te 82%.¹ Ā, ko te rangahau mai i Millward Brown e whakaatu ana ko ngā toa kaha e tono ana i te utu utu 13%, ā, ka puta mai he 31% anō te hua mahi. Ka whakanuia e ia te wā ka kōwhiri ngā kiritaki 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 nui ake, ā, ka hokona auau. 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 mātou i te mana hokohoko o te tohu i muri i tā mātou hoahoa anō o Kathmandu. Kua pōauau, kua tawhito, kua kore e kitea te kounga o ōna 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 tino panoni i whakaū i te hāngaitanga me te whai hua 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 hoki i te mākete. Ko te parani kaha te kaha i muri i te aroaro o te mākete me te whai hua o tētahi pakihi.
Kei te hiahia ringa koe ki tō parani? Ka taea e mātou te āwhina.
Ngā Torokī:
- 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/