Marketing is critical for every business because if the customer doesn't purchase your goods or services, nothing else matters! Marketing is not just advertising, it’s not just selling and it’s not persuading people to buy things they don’t need.

Marketing is the whole process of taking your goods and services to market and getting them into the hands of your ideal customers. That means marketing is about winning the hearts and minds of your customers and ideal clients. Reaching the right people with the right message in the right place at the right time!

It all sounds pretty simple but business owners often complain that their marketing fails to deliver the results they want.

For marketing to be successful so your business thrives, it must have the right why, who, what, how and do. A brief explanation of each component follows:

Last month we learnt that the secret to marketing plans that work is the science of what makes your customers buy.

Successful marketing meets your customer at every step of the buying process so that you retain as many prospects as possible, capture your customers and generate sales. The best marketing plans create strategies to make sure customers notice you, like you, trust you, try you, buy you and then love you.

The first essential step to creating a marketing plan that works is to get customers to notice you and become familiar with your brand.

When it comes down to it, if the customer doesn’t purchase your product or service, nothing else matters. You may have a great idea or offering, but if you can’t get customers to notice you and purchase, then you’re in trouble.

It’s important to remember that marketing is not just advertising, or selling, or persuading. It's about having the right combination of smart strategy, a thorough understanding of who is actually buying your product or service and a brand story that opens all the right doors. 

We know that:

• Adhoc and reactive marketing is a waste of your time and money
• 90% of plans fail due to poor execution

The secret to marketing plans that work is the science of what makes your customers buy and an actionable plan to reach your ideal customers with the right message, at the right place and at the right time. 

It’s Christmas!

We all want to celebrate the end of the year with flair. But in the run-up to Christmas, all those deadlines and extra tasks put everyone under pressure but that end of year party is the reward for the collective effort of getting the job done.

We have all experienced the tedium of a poorly planned party and when it is a work function gone wrong, you risk deflating your staff. So here are a few tips to ensure your work Christmas party is a cracker!

1. Plan, plan, plan!

Take a little time to sit down and think about creating a memorable event and while you’re doing it, encourage some team building and relationship enrichment. 

Location, time of day or night, music and entertainment, food and beverage choices, all need consideration. Inclusivity is a key here. Cater for a range of age groups, find a good mix of music or entertainment.  Some of the most memorable parties have amazing themes – think how you can incorporate this into your plan.

2. Create atmosphere

Theme, dress code, menu and entertainment all add to the atmosphere of your chosen location.

Dress-up themes are fun but make sure you brainstorm relevant costuming with other staff members before you confirm. You want a theme that's easy for everyone to participate. It could be as simple as asking people to wear their favourite wacky sweater or you can add to the hilarity by giving people funny items of clothing to wear. Reward full scale costume efforts with prizes. Get buy-in by letting people know there will be prizes before-hand!

There’s no denying that John Harrington, founder of Harrington’s Brewery knows a lot about craft beer. So when John and Derek McCullough, both long-time Mt Pleasant residents, got together to think of ways to raise money for the rebuild of the Mt Pleasant Community Centre, the conversation soon turned to beer.

From there, the idea of producing a Mt Pleasant series of beers was born, using the best and most popular of Harrington’s award winning craft beers.

Muritai Marketing, as local residents ourselves, decided to get behind this community initiative. On the 25th November 2015 to much fan fair, we launched four beers - Broad Reach, Ziraffe, Muddy Duck and Road Cone Red - under the by-line of ‘Good beer doing good.’

Combined with Mike McGurk’s stunning beer label designs, the beers are set to become a popular way to raise much needed funds to complete the centre.

Believed to be the first social enterprise initiative of its kind in New Zealand, every beer purchased equals a gold coin donation to the Mt Pleasant Community Centre rebuild. Timed to coincide with the summer time BBQ season these beers are a ‘hopping good’ Christmas gift for business clients and craft beer lovers alike.