Business Connectivity Marketing - Update - October 2019 - Chorus Service Providers

Business Connectivity Marketing
                  Update – October 2019

21 October 2019

SME personas

To start with, we developed personas to
understand what SMEs care about when we’re
talking about business connectivity.

Discover Fran, Sam, Fiona and Stuart…

Persona segmentation is available online on the
service provider website.

Awareness stage

Content journey
We also developed a content journey strategy for each
of our personas with the objective to:
                                                         Consideration stage
1. Get our personas attention by promoting content in
   a way that resonates with each of them
2. Present key messages for each persona in different
   formats via different channels
3. Ensure we are consistent with our business grade
   fibre educational messages throughout our content,
   but not be afraid to ‘mix it up’ and deliver these
   messages in multiple ways over time to ensure we
   continue to produce and distribute content widely     Decision stage
4. Encourage our personas towards making the decision
   to get a business grade fibre plan by offering them
   valuable content that they can choose to consume
   that helps them get closer to making that decision.

Launching a new campaign targeting SMEs
We are developing a new creative platform that will be used to promote business grade fibre plans to New Zealand’s businesses. The
platform will be live from Monday 21 October with a first campaign running until March 2020.

We are targeting Small to Medium Enterprises (SMEs), these are businesses with fewer than 20 employees and make up 97% of all
enterprises in NZ. The SME segment is incredibly diverse, spanning multiple industries and business size. So, the advertisements are
designed to appeal to three different mind-sets 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.

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-class traffic) into benefits that will resonate with SME.

Creative concept “use the right tool for the job”

You wouldn’t use a patching trowel to tighten a screw. Or Excel to write a
script. So why use a personal fibre connection for your business?
This direction is about making it super clear that Business-Grade Fibre is the
right tool for your business, and using anything else makes as much sense
as icing a cake with a grinder.

Media

Chorus.co.nz

Refreshed business fibre page and new business
hub where we are housing the information related
to business connectivity and the stories of
business broadband geniuses.

Here you can read about business grade fibre
features, hear stories from people who have ‘the
right tools’ and check if business grade fibre is
available in your area (link to the broadband
checker business).

All media drives to Chorus.co.nz/business

CTA is now “Ask your broadband provider”.

Broadband Checker Business

We improved the content of the broadband
checker business based on focus group insights.

Instead of showing Chorus products in the results,
we are now talking about benefits and features
SMEs should be considering based on their needs
and broadband usage.

CTA is now “Ask your broadband provider”.

Outdoor – airport
billboards
Running across Wellington,
Auckland and Queenstown airports.
Helping to raise business-grade
fibre awareness and create
preference for business-grade fibre
as ‘the best for businesses’.

Targeted outdoor for high
     potential areas
     We’ve selected 13 fringe businesses areas based on data
     research and business grade fibre uptake potential:

     •   Central Auckland
     •   Dunedin
     •   Gisbourne
     •   Greymouth
     •   Hastings
     •   Invercargill
     •   North Shore Auckland
     •   Palmerston North
     •   Rotorua
     •   South Auckland
     •   Timaru
     •   Wellington Central
     •   West Auckland

10   21 October 2019

Digital

     Our digital activities aims to create a pool of demand for business grade fibre and drive
     engagement with the broadband checker. We’re targeting TradeME business owners whilst
     extending into other data providers.

11   21 October 2019

Other media
     Radio
     Radio is a key component of this campaign and we’ll use the Newstalk ZB adlibs and phone outs.
     The adlib will explore the benefits for small to medium businesses in moving away from their residential
     broadband package to business grade fibre that is specifically suited for their business.

     Mobile
     Key component of existing activity that allows us to target a known SME audience based on the device usage. We
     are targeting users with apps related to small businesses such as Xero and MYOB.

     Social
     We’ll continue utilise social channels using that allow us to most accurately target SMEs (LinkedIn, Facebook).

     Spinoff
     We’re leveraging editorial credentials through a trusted and reputable content provider to provide in depth
     coverage of the benefits of business grade fibre to both SME’s and communities using real life examples.

12   21 October 2019

SME campaign – launch 21 October 2019
NEW SME CAMPAIGN                                                           OCT   NOV   DEC   JAN   FEB   MAR
Channel                                         Detail
Radio                               Newstalk ZB and Radio Sport
Radio                           Various Stationsp phone outs / adlibs
Channel                                         Detail
OOH                                           Ref to list
                                           Small Panels in
Airports
                                 Wellington/Auckland/Queenstown

Programmatic display          Audience Targeting - IOTA, Bluekai, Google
                               Audience Targeting - Trade Me business
Programmatic display
                                              owners
Spinoff                                  Editorial Content
Mobile                                Business App Targeting
Social LinkedIn                              Page post
Social Facebook/Instagram                   Image Post
                                SME audience targeting / Contextual /
Always On                            Trade Me Business owners
                                     Optimising to engagement

      13    21 October 2019