New Zealand Trade and Enterprise

Background

MarketNewZealand.com is a critical part of New Zealand Trade and Enterprise’s push to improve communications with exporters and introduce international buyers to New Zealand industry.

Executed by Nebula and Touchpoint, New Zealand Trade and Enterprise launched a multi-channel enrolment campaign designed to strengthen the relationship between exporters and the rest of the world while driving the adoption of online trading practices.

Objectives

• Promote the existence of MarketNewZealand.com to New Zealand exporters
• Encourage 1,300 exporters to profile their companies on the site
• Start building a permission database for promotional campaigns, attracting all exporters and especially those interested in e-business
• Start building a community sense among exporters by publishing an ‘Exporter E-News’ newsletter by email

Target Audience

New Zealand Exporters.

Channels

Touchpoint implemented/managed the following components of the campaign:

• Email
• Web
• Direct Mail

Other components:

• Advertising
• Public Relations
• Telemarketing
• Brochures

Approach

It was New Zealand Trade and Enterprise’s aim to expand their exporter database by merging their existing lists with purchased lists. They also wanted to continuously segment the database into specific categories as responses were received:

• ’Live’ – Exporters already live with an online profile on MarketNewZealand.com, who gave permission to be kept informed
• ’Non-live’ – Exporters who had applied and been accepted, but had not yet completed their profile
• ’Contacted’ – Exporters who had already been contacted, but had not yet responded
• ’TNZ-no-contact’ – Exporters already in a New Zealand Trade and Enterprise database, but not yet contacted
• ’Other-no-contact’ – Companies from other data sources, not yet contacted

After segmentation, the following initiatives were carried out:

• Email and direct mail were sent to ‘live’ exporters where the data allowed such communication
• ’Non-live’ exporters were emailed with a reminder to complete the process
• Non-responders from existing New Zealand Trade and Enterprise customer databases were telemarketed to encourage response
• Follow-ups were sent to all registered and interested exporters to remind them of the information they could receive, including email newsletters, surveys and category specific communications

How Touchpoint Technology Helped

Touchpoint was used to manage the direct mail, email and database components of the campaign.

• Centrally managed campaign and data across direct mail and email
• Managed initial merge/dedupe of databases for campaign
• Tracking of responses back to channel
• Tracking of emails and survey responses
• Providing overseas offices with remote access to databases and messaging
• Integration with Trade NZ CRM and website registration databases
• Ability for customers to opt-in/out and update their details online

Results

• The results of the NZEO registration drive exceeded its targets by 38% and today more than 2000 exporters are featured with an online profile
• The direct marketing/email campaign resulted in a 22% response rate
• The number of resulting applications through each medium is almost the same: direct mail 47% vs email 53%
• Telemarketing also proved effective in converting prospects who still did not respond to direct mail/email – 39% conversion
• The cost of the direct and email marketing campaign was very favourable compared to advertising – only 6% of the advertising cost per application for an online profile (11% when one-off set-up costs are included)