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In the world of marketing, customer engagement is one of the most important steps. A campaign can fall flat on its face if it isn’t able to connect with the masses. There are no fixed formulas for success in this world and the campaign has to be shaped around the business and its target audience. What works in one part of the world might find few takes in another. Thus marketers have to carry out detailed research on the target audience before creating a campaign. In New Zealand businesses are increasingly making use of Maori creative in their print and digital engagement with their target audience. This is being driven, by what has come to be known as, Maori engagement strategy. Waha (http://www.waha.co.nz) has been one of the biggest exponents of Maori communication and branding exercise. They have always looked to find new solutions which are culturally appropriate for their target audience. With required expertise on this culture and overwhelming passion they have redefined the print and digital marketing mix. Over the years they have managed successful marketing campaigns for many businesses using this strategy and achieved desired results. They enhance the brand equity of their clients and offer them the edge in a competitive business environment. What Is Maori Engagement Strategy? This engagement strategy draws its inspiration from the ancient culture of the island nation. The rich culture, language and its symbolism offers numerous creative options to agencies and their clients engaged in marketing. The people of the country are rooted to Maori culture and hence a marketing campaign riding on this easily engages with the target audience. A professional agency that has deep understanding of Maori communications can strategize campaigns that can grab eyeballs for the audience. There are many things that need to be accentuated upon during the engagement stage. These include - Market Research A major part of this strategy involves detailed market research which is termed as Motoi Tangata. Here the target audience, their tastes and aspiration from a product and service needs to be evaluated. It needs to be ascertained the knowledge or perception that people have about the brand that is to be marketed. Detailed knowledge of the audience and their aspirations allows one to create campaigns that achieve success. Breaking Barriers This marketing strategy has helped break the barriers of age and gender. Putting up a campaign that appeal to one and all is a major challenge for any campaign manager. Since most of the inspiration in such campaigns is being drawn from the ancient culture they immediately find relevance with the masses. Content is the King In Maori language content would be termed as Rangatira. It is very important for a marketing campaign to make the correct usage of content and symbolism. The content should be culturally appropriate to strike chord with the audience. At the same time it should also be in sync with the other market forces. This strategy has helped Waha add value to their client’s marketing campaign and ensure them maximum reach and visibility. About Author: Albie Apiata is a graphic designer director at WAHA and an expert on Maori creative. He has been regularly writing on Maori branding and how it is effectively being used in for effective marketing strategies.
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Maori engagement strategy, Maori creative, Maori communications,
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