FROM NZCB —
Advertising spend Year ending 31st December 2020
The Advertising Levy is invoiced annually to all Business Members and is separated from the New Zealand Certified Builders (NZCB) annual membership fee. This is due to the fact it is solely used for advertising. One of the primary objectives of the levy is to target potential leads/sales enquiries for our members. We call this homeowner facing advertising and communication.
3% Website 3% Exhibitions and Shows 9% Print Media – Consumer Total Spend $762,000
15% Print Media – Trade 59% Electronic Media (Web, TV, Radio) 11% Public Relations
The levy promotes NZCB and its members nationwide, effectively branding NZCB, targeting the primary audience of ‘homeowners in New Zealand’, and a secondary audience of increasing brand awareness to the trade. The messaging is educating our primary target group on the fundamental advantages of hiring a member of NZCB versus other builders.
on Stuff.co.nz. The intent is to drive those people to our public facing website and in particular to the ‘Find A Builder’ page on nzcb.nz. Find A Builder searches are now consolidating at over 7700+ per quarter and visits to our websites were over 170,000+. Both of these measures are metrics that we monitor closely.
There is a collection of methods and a range of places that this advertising and promotion has been undertaken. Over the past 12 months, due to the COVID-19 lockdown, we invested more into the digital media strategy, with digital taking up an extra 23% of the advertising mix from the previous year. The main reason for this, New Zealander’s were in lockdown so internet usage would naturally go up. Our key driver of the strategy is to target the 800,000+/people who are in the market for, and showing some interest in, building (in its widest sense) at any one time. This is primarily being executed via Facebook, Instagram, Programmatic, Google Ads and On Demand channels. This year we also paid for content to be placed
17
Other advertising is in print magazines, exhibitions and expos, as well as banner advertising on popular and industry related websites. The levy also goes towards helping with the cost of our Public Relations activities. During the year, we planned and targeted our Public Relations activities around the NZCB Annual Conference, Apprentice Challenge (regional eliminations and finals) and some thought leadership media releases. All Business Members are invoiced annually in June/July for the year ahead, and a pro rata amount if joining the Association during the year. The amount invoiced is based on the membership category of the Business Member.
