The best social media platform and ROI for your brand
Which social media platform(s) should your organisation be active on? Which one best aligns with your brand and will reach your target audience? With a number of options to choose from, we take a look at how you can make choices that will yield the best return on investment. The first question any organisation should ask itself is: What is our objective? Whether it's brand awareness, lead generation, driving traffic to your website or sales purchases, you need focus solely on what you hope ...
June 16, 2017The $3 billion secret to winning work through tenders
At a time when evaluation increasingly favours non-price attributes in procurement processes - and we've had news that our clients have now won more than $3 billion in work through tenders - what is the secret for any organisation looking to win work through tenders?...
June 9, 2017Thank you Corenet!
Thank you Corenet for letting us MC for your #humanityvmachine symposium. The lessons learnt were super insightful and fun. Thanks again for such a fantastic opportunity and thinking to invite us, we look forward to your next gathering! ...
June 7, 2017Storm in a covfefe cup - what is the point of Twitter?
The Twitter-sphere has erupted this week over a Trump tweet that has created an avalanche of responses, memes and jokes. With Twitter's ability to put people and organisations in the headline news, this week's blog looks at what the medium can actually help you to achieve. If you haven't heard, what happened is the 45th President of the United States, yes that one, sent a Tweet just after midnight on Wednesday (US time) that said: "Despite the constant negative press covfefe." Clearly this was...
June 2, 20174 ways to keep pace with technology in the workplace
The team at Clarity recently attended the annual CoreNet Symposium for the New Zealand chapter of the CoreNet Global property networking organisation. This year the theme was 'Humanity and the Machine'. Here's what we learned:...
May 26, 2017Genius Heineken advert teaches Pepsi a lesson in social awareness…
Heineken's new Worlds Apart advert is grabbing headlines around the world today and rubbing salt in Pepsi's wounds after the soft drink manufacturer's disastrous Kendall Jenner protest advert. Heineken's ingenious advert, which is currently trending at number two on YouTube, has capitalised perfectly on the feeling of division that pervades the world at the moment. A host of recent political events like; Donald Trump's election victory and controversial reign as president, Brexit, the rise of...
April 28, 2017Virtual Reality may be great, but it doesn’t half make you look stupid
Immersive storytelling – it's here and it's powerful. And there can be no doubt that virtual reality and augmented reality, when plugged into the massive turbo of artificial intelligence, are completely transforming the ways in which we receive information and communicate. At the Clarity Mixer last week, we welcomed two companies, Rush Digital and IBM, who spoke to our audience with passion, knowledge and depth about the ways in which technology - in particular AI - is changing the world. ...
April 24, 2017Visualising the possibilities: what VR and AR can do for your communications
Imagine a world where you didn't need to imagine. Test driving a car from your desk or cooking a meal in your new kitchen, from a showroom – all not just possible, but easily done....
April 6, 20175 lessons Adele taught us
Adele has now gone from our lives in Auckland. Our social media feeds have resumed normal service - free of the barrage of 'I'm at Adele' posts we were subjected to last weekend. It was touted as the biggest concert New Zealand's ever had and by all accounts it certainly lived up to the hype for the 130,000 odd fans who saw her at Mount Smart. I don't recall an artist ever getting as much publicity on tour in Auckland as Adele did last week. The wave of positive publicity Adele enjoyed cer...
March 31, 2017Treating media interview as a date with Harvey Specter
A friend the other day was telling me about the value of mediation in settling disputes versus going through the courts system. They went to great lengths to point out that some people see the court as the place where they can put forward their argument over a particular matter. Sadly though, the case couldn't be further from the truth (excuse the pun) and time and again he sees people coming him for mediation after the courts system has failed them. His point being that the court is a contri...
March 24, 2017The worst marketing video ever?
"Hey guys, I'm just heading downstairs for my paleo pear and banana bread. Would you like to join me?" It was all downhill from there. Australia's Department of Finance reportedly spent $43,000 (A$40,000) on this recruitment video....
March 17, 2017Why The Odd Couple are hurting your brand:
Have The Odd Couple got hold of your brand? Are you communicating in one way all year and then giving different messages when pitching for work? This article explains how to bring your regular communications and formal pitch messages together to make the most of both: ...
March 9, 2017Fox: “Oscar blunder or marketing genius?”
Was this week's gaffe at the Oscars actually one of the most cunning 'shock-awe marketing stunts ever'? This was the question Fox Business posed in an article the day after the 89th Academy Awards. With the Oscars' TV ratings on the slide in recent years, the PR guy inside me desperately wanted to believe the Academy had orchestrated it all in a bid to boost ratings. Did they deploy Emma Stone as a ruse to distract PricewaterhouseCoopers' Brian Cullinan from his duty of handing out the award w...
March 3, 2017Bang, crunch, dig, engage!
A video of a truck laying a road is hardly scintillating stuff but a video of just that in Western Australia has sent the local council's social media metrics into the stratosphere. The footage shows a 4.9 kilometre section of road being laid on Airstrip Road – which leads to the town's airfield. Shot by drone, the footage has since been viewed 14 million times and shared 361,000 times....
February 24, 2017Why you need HEROES to engage your audiences
Do you want to connect better with your audiences amid the blizzard of content that's out there? Use HEROES to help you to do that:...
February 16, 2017Super Bowl LI takes newsjacking to new heights
As President Trump continues to dominate the media landscape in the US and around the world, a raft of organisations have taken a very public moral stance against his policies. Is it bravery or a cynical ploy to capitalise financially from the growing discontent Trump's creating? The NFL Super Bowl earlier this week won't only be remembered for Lady Gaga's unbelievable halftime show, it will also be remembered for the famed commercials that saw several companies fire shots at Trump. Most not...
February 10, 2017Engage your customers more deeply through storytelling
IMAGE: Cheryl Hunter ...
January 20, 2017How social storytelling ran Red Peak up the pole
This is a re-print of a blog we published in September 2015, at the height of the flag debate in New Zealand:...
January 18, 20175 tips to maximise PR opportunities over the holiday period…
By Luke Henshall 1. Have an opinion We all know the feeling. You get back from holiday feeling relaxed and refreshed (yeah right!) and the cogs of the work machine move a bit slower. This is the perfect time to express that opinion you've been wanting to advocate or lobby for in relation to your business operations. There is less noise to compete with and creating conversation starters is a good way for media outlets, especially radio, to stimulate engagement with their audience at a time...
January 12, 20176 top tips for tendering
Every tenderer should consider these six top tips if they want to make a positive impression and win more work through tenders....
December 15, 2016Building connections through visual storytelling
If you needed more proof that visuals are sit at the same table as the story, take a look at the 2017 Visual Trend Report recently released by our friends at Getty Images. We are more visually inclined than ever before and it's become more than a case of 'pictures telling 1000 words'. In fact it has snowballed to the point where visuals have unsurprisingly become the "language of the 21st century." With buzzwords like 'click-bait' doing the rounds, brands are vying for the attention of the...
December 9, 201610 things to think about before writing an advertorial
So, you've just shelled out some cash to pay for some space on the pages of an illustrious publication to show that your latest service/bit of kit/recruit/project is worth tuning into. Great! Now, what are you going to do with the opportunity?...
November 30, 2016Why Trump won it
As the world reattaches its eyebrows from the back of its head and tries to readjust to the reality that Donald Trump did in fact win the US presidency, it seems to us at The Clarity Business – people who are more into the power of message than politics - that there are a number of very sound reasons why he came through to win it: Luke Henshall: Know your audience Fundamental to the success, in my mind, is that they knew their audience and there's a lot to learn from that. Face to face co...
November 18, 2016Housing growth in BOP ahead of Akld
Another sign that construction activity is going gangbusters in the Bay of Plenty in the just released building consent data this morning. While Auckland saw 1,239 increase in new dwelling consents issued in the year to 30 September 2016 (14% increase), Bay of Plenty had a 50% increase with 829 consents. Coming into earthworks season now too, provided there's enough resource and materials one can expect a busy summer for builders in Tauranga and surrounds. It's the opposite story in the So...
October 31, 2016Issue management: when to react
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