FROM NZCB —
How is the NZCB advertising levy spent? The results from the New Zealand Certified Builders (NZCB) membership survey in October 2021 showed us you would like to see more local advertising. So far, most of the budget is spent on digital advertising on Facebook, Instagram, and Google. Taking your feedback on board, we’ve investigated local newspaper options in our main 22 regions. Our findings concluded that if we transferred the current 12-month advertising spend from digital to print, we would only get three months of advertising reach to homeowners. Newspaper advertising is now far too expensive and not a viable option for the advertising levy spend. Therefore, we will continue with our digital strategy, which has tracking that shows us how many homeowners view our advertisements and where the leads are coming from. Google tells us a lot about our homeowners and Facebook tells us even more!
A breakdown of the advertising plan for the year ahead Digital advertising In June 2021, we launched our new ‘Special’ campaign digitally and in glossy print (see opposite advert for the creative). So far, our new digital advert has been a huge success in driving traffic to our NZCB website and increasing brand awareness among our homeowner audience. We will continue placing your organic content on social media (Facebook and Instagram), Google Adwords, Programmatic Display, and Video On-Demand to raise awareness and drive traffic to the NZCB website. Your monthly contributions (organic content) are a key component for our digital campaign, so please keep sending us photos of your completed projects. We always need more photos because we place fresh content online every 4-5 days. We also use all contributions from NZCB’s Revere Magazine. Each Revere project gets one month of exposure on Facebook and Instagram, so it is definitely worth your while getting your special projects featured in here.
Print media – external NZCB advertises in two leading homeowner targeted magazines – homestyle and NZ House & Garden, as well as supporting industry BRANZ publication, BUILD Magazine, to target the building industry. The latest market research from homestyle magazine indicates that magazines online and in print continue to dominate homeowner inspiration for new builds, additions, and alterations. Print media is predominately a female audience (67%, stats 2021). NZCB has a special relationship with homestyle, having supported this publication for many years. Our own publication Revere Magazine is inserted with homestyle and sent to all subscribers on the release of each issue (over 3,000 copies sent nationally). NZ House & Garden is the authority publication on interiors, homes, and gardens in New Zealand. Owned by Stuff.co.nz, this publication has an impressive readership of 393,000 with a core demographic of affluent homeowners aged 35+. NZCB receives additional free exposure for the brand through Stuff’s printed and online titles nationally. The NZCB monthly online articles (blogs) get re-circulated by Stuff at no additional cost.
10
