Marketing for New Growth

“We specialise in marketing solutions which complement what you do now and enable you to extend your reach through a network of more than 700 carriers in 200 countries.”
As you’d expect from an experienced niche-marketer and the author of a seminal paper at Massey University on texting, Brink has the statistics at his finger-tips; enough to almost overwhelm you.
“Text marketing has consistently been shown to produce redemption (direct response) rates of up to ten-times those of traditional advertising media.
“Do you realise individuals aged 18 to 25 receive about 40 to 60 texts a day? The average redemption rate is around 35 to 45 percent. But the most surprising stat is that the rate moves to 75 percent for individuals over 60. Is it any wonder the New York Times called it: The most powerful medium ever invented!
“Ninety four percent of those messages are read. And most people respond to a text inside an hour, probably because 80 percent keep their mobiles with them all day.
“So let me ask you: isn’t it time you considered text as something more than a means of communication with your children and friends?”
Brink believes because the delivery and receipt of text messages can be tracked, campaigns can be monitored in real time. You can also measure your return on investment – something very necessary in the current market.
“The cost to send text messages is much lower when compared to print, radio and TV – up to 60 percent. Amazingly, 39 percent prefer text messages to radio or TV advertising. The other big plus is that texting encourages viral marketing, with built-in tools for forwarding messages to all the existing social networks.” Brink says a quarter of text coupons are forwarded to friends.
Doing it, with email
Modest by nature and demeanour yet dynamic and impressive in achieving the holy grail of ‘cut-through’ is Craig McColl, MD of Supply Limited – “we focus on high-end creative, which engages potential customers in conversation and, thereby, gets brands noticed” – along with creative director, Piri Tukere. A sack-load of design awards and a delight in innovation caused them to zoom-in on the next boom niche: impactful designed and monitored emails.
“If you haven’t had one yet: watch your screen,” says McColl, who believes the cross-generational acceptance of emails means they are ready to go to the next level – grabbing your attention; causing you to take action; forward them in a viral-spiral; and staying hooked.
“Demand is our smart email marketing system, with real-time results. We focus on producing great, branded templates for our clients, or if clients are tech savvy, they can choose from some of the set templates and customise those. It’s has been a very cost-effective tool for our clients to use. 
“In addition, we like to push boundaries and do things that people take notice of, thereby creating the ‘talk factor’.
“You Tube, ‘Pick-a-Path’, 3D environments and doing things which people take notice of, and creating our goal: the ‘talk factor’, are other features of our work gaining attention abroad now,” says McColl.
Supply recently blended its video, website and ‘impact-creativity’ with a group of actors to engage and educate viewers on “being safe on the Internet” – a difficult and perennial challenge. The acclaimed segment persuaded viewers to photograph themselves, and once hooked were shown the multiple usage and abusage possible.
“The dramatic effect of a fake website simulating what could happen to your own image was most successful and well recognised for breaking the constraints this subject was formerly trapped in,” McColl adds.