In March 2019 we launched our first marketing campaign targeting small businesses in New Zealand. Following the launch of Small Business Fibre on 1 July 2019, we have developed a new creative platform that will be used to promote business grade fibre plans to New Zealand’s businesses.

A fast, stable internet connection is a critical piece of infrastructure that every business should have in place to keep functioning. The “Get the right tool for the job” campaign is designed to get SMEs to consider upgrading to a business grade fibre plan for a better experience. The campaign starts today and will run until March 2020.

Business objectives

1. Increase the number of SMEs on business grade fibre plans
2. Encourage small businesses using consumer grade fibre plans to make the switch to a business grade fibre plan
3. Create a pool of demand for business grade fibre to retail service providers.

Campaign objectives

1. Create a consideration campaign that draws attention to business grade fibre
2. Translate the technical language (e.g. Business-Grade restoration / high priority bandwidth) into benefits that resonates with SME.

The campaign activity consists of out of home (OOH), radio advertisements and digital banner advertising, with a call to action driving people to ask their retail service providers for the broadband features their business requires.   

The SME segment is incredibly diverse, spanning multiple industries and business size. So, the advertisements are designed to appeal to three different mindsets that SMEs can identify with:

• Grafters – those putting in the hard yards to make their business a success
• Ambitious entrepreneurs – entrepreneurial types, start-ups and those hungry for growth
• Stable businesses – SMEs who tailor their business activities to support their lifestyle

Resources

You’ll find more details about the campaign here. In this document, you’ll also find more information about recent work we’ve undertaken about SME personas development, and content strategy based on buyer’s journey.

Next steps & contact

Get in touch with Helene Toury – Helene.toury@chorus.co.nz from the marketing team.