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Should your business be on social?

It never ceases to amaze us here at The Clarity Business that people are still kicking the tyres with social media as a marketing and communications tool. Believe it or not we’re still getting companies coming to us with inquiries like: would it be advisable for us to be using social media? Is it justified, despite all the trouble? Is it true that anyone is truly taking a look at our page? Furthermore, the enormous one: is social media appropriate for our business? The answer to all these ques...

July 21, 2017

How the Lions fans taught us to communicate

So you thought that the Lions tour was just about rugby? Not so, according to Lions supporter George Hulbert, who says that all the banter, media and social media shenanigans during the tour offer lessons for anyone looking to engage through communication:...

July 13, 2017

What Netflix can do for your organisation

What is Netflix? We all know the answer. It’s become part of our everyday vernacular to the point where ‘Neflix and chill’ has become a euphemism. So what’s the connection to your organisation and what can Netflix possibly do for your organisation’s communications? This week, I read a great article on TechCrunch which argued that with ‘4.6 billion pieces of content produced daily’, it’s got to the point where we are ‘drowning in content’. At present, when we want to acquire u...

July 7, 2017

Drinking games post America's Cup celebrations – reputation damaging or not?

What will be your lasting memory of Emirates Team New Zealand's America’s Cup win: a well-earned victory or drinking games with team members seemingly vomiting up lamingtons? Luke Henshall explores the fine line between personality versus professionalism in the public eye.. “Bermuda, Bahamas, come on pretty mumma. Key Largo, Montego, baby why don't we go…” Is it just me or have other people been quietly singing this classic tune from the 80s “hit” film Cocktail over the last few...

June 30, 2017

How to shoot yourself in the foot on the political stage #LabourCamp

A Labour Party scheme to recruit 85 overseas interns his week to campaign for the upcoming election has become a public point of discussion, generating much scrutiny of the party as a whole. What sort of message does this send out?...

June 23, 2017

The best social media platform and ROI for your brand

Which social media platform(s) should your organisation be active on? Which one best aligns with your brand and will reach your target audience? With a number of options to choose from, we take a look at how you can make choices that will yield the best return on investment. The first question any organisation should ask itself is: What is our objective? Whether it's brand awareness, lead generation, driving traffic to your website or sales purchases, you need focus solely on what you hope ...

June 16, 2017

The $3 billion secret to winning work through tenders

At a time when evaluation increasingly favours non-price attributes in procurement processes - and we've had news that our clients have now won more than $3 billion in work through tenders - what is the secret for any organisation looking to win work through tenders?...

June 9, 2017

Thank you Corenet!

Thank you Corenet for letting us MC for your #humanityvmachine symposium. The lessons learnt were super insightful and fun. Thanks again for such a fantastic opportunity and thinking to invite us, we look forward to your next gathering! ...

June 7, 2017

Storm in a covfefe cup - what is the point of Twitter?

The Twitter-sphere has erupted this week over a Trump tweet that has created an avalanche of responses, memes and jokes. With Twitter's ability to put people and organisations in the headline news, this week's blog looks at what the medium can actually help you to achieve. If you haven't heard, what happened is the 45th President of the United States, yes that one, sent a Tweet just after midnight on Wednesday (US time) that said: "Despite the constant negative press covfefe." Clearly this was...

June 2, 2017

4 ways to keep pace with technology in the workplace

The team at Clarity recently attended the annual CoreNet Symposium for the New Zealand chapter of the CoreNet Global property networking organisation. This year the theme was 'Humanity and the Machine'. Here's what we learned:...

May 26, 2017

Genius Heineken advert teaches Pepsi a lesson in social awareness…

Heineken's new Worlds Apart advert is grabbing headlines around the world today and rubbing salt in Pepsi's wounds after the soft drink manufacturer's disastrous Kendall Jenner protest advert. Heineken's ingenious advert, which is currently trending at number two on YouTube, has capitalised perfectly on the feeling of division that pervades the world at the moment. A host of recent political events like; Donald Trump's election victory and controversial reign as president, Brexit, the rise of...

April 28, 2017

Virtual Reality may be great, but it doesn’t half make you look stupid

Immersive storytelling – it's here and it's powerful. And there can be no doubt that virtual reality and augmented reality, when plugged into the massive turbo of artificial intelligence, are completely transforming the ways in which we receive information and communicate. At the Clarity Mixer last week, we welcomed two companies, Rush Digital and IBM, who spoke to our audience with passion, knowledge and depth about the ways in which technology - in particular AI - is changing the world. ...

April 24, 2017

Visualising the possibilities: what VR and AR can do for your communications

Imagine a world where you didn't need to imagine. Test driving a car from your desk or cooking a meal in your new kitchen, from a showroom – all not just possible, but easily done....

April 6, 2017

5 lessons Adele taught us

Adele has now gone from our lives in Auckland. Our social media feeds have resumed normal service - free of the barrage of 'I'm at Adele' posts we were subjected to last weekend. It was touted as the biggest concert New Zealand's ever had and by all accounts it certainly lived up to the hype for the 130,000 odd fans who saw her at Mount Smart. I don't recall an artist ever getting as much publicity on tour in Auckland as Adele did last week. The wave of positive publicity Adele enjoyed cer...

March 31, 2017

Treating media interview as a date with Harvey Specter

A friend the other day was telling me about the value of mediation in settling disputes versus going through the courts system. They went to great lengths to point out that some people see the court as the place where they can put forward their argument over a particular matter. Sadly though, the case couldn't be further from the truth (excuse the pun) and time and again he sees people coming him for mediation after the courts system has failed them. His point being that the court is a contri...

March 24, 2017

The worst marketing video ever?

"Hey guys, I'm just heading downstairs for my paleo pear and banana bread. Would you like to join me?" It was all downhill from there. Australia's Department of Finance reportedly spent $43,000 (A$40,000) on this recruitment video....

March 17, 2017

Why The Odd Couple are hurting your brand:

Have The Odd Couple got hold of your brand? Are you communicating in one way all year and then giving different messages when pitching for work? This article explains how to bring your regular communications and formal pitch messages together to make the most of both: ...

March 9, 2017

Fox: “Oscar blunder or marketing genius?”

Was this week's gaffe at the Oscars actually one of the most cunning 'shock-awe marketing stunts ever'? This was the question Fox Business posed in an article the day after the 89th Academy Awards. With the Oscars' TV ratings on the slide in recent years, the PR guy inside me desperately wanted to believe the Academy had orchestrated it all in a bid to boost ratings. Did they deploy Emma Stone as a ruse to distract PricewaterhouseCoopers' Brian Cullinan from his duty of handing out the award w...

March 3, 2017

Bang, crunch, dig, engage!

A video of a truck laying a road is hardly scintillating stuff but a video of just that in Western Australia has sent the local council's social media metrics into the stratosphere. The footage shows a 4.9 kilometre section of road being laid on Airstrip Road – which leads to the town's airfield. Shot by drone, the footage has since been viewed 14 million times and shared 361,000 times....

February 24, 2017

Why you need HEROES to engage your audiences

Do you want to connect better with your audiences amid the blizzard of content that's out there? Use HEROES to help you to do that:...

February 16, 2017

Super Bowl LI takes newsjacking to new heights

As President Trump continues to dominate the media landscape in the US and around the world, a raft of organisations have taken a very public moral stance against his policies. Is it bravery or a cynical ploy to capitalise financially from the growing discontent Trump's creating? The NFL Super Bowl earlier this week won't only be remembered for Lady Gaga's unbelievable halftime show, it will also be remembered for the famed commercials that saw several companies fire shots at Trump. Most not...

February 10, 2017

Engage your customers more deeply through storytelling

IMAGE: Cheryl Hunter ...

January 20, 2017

How social storytelling ran Red Peak up the pole

This is a re-print of a blog we published in September 2015, at the height of the flag debate in New Zealand:...

January 18, 2017

5 tips to maximise PR opportunities over the holiday period…

By Luke Henshall 1. Have an opinion We all know the feeling. You get back from holiday feeling relaxed and refreshed (yeah right!) and the cogs of the work machine move a bit slower. This is the perfect time to express that opinion you've been wanting to advocate or lobby for in relation to your business operations. There is less noise to compete with and creating conversation starters is a good way for media outlets, especially radio, to stimulate engagement with their audience at a time...

January 12, 2017

6 top tips for tendering

Every tenderer should consider these six top tips if they want to make a positive impression and win more work through tenders....

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