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Go Do New Zealand Marketing Case Study

A small company located near Christchurch airport, Go Do New Zealand is New Zealand's leading hunting trophy expediting company.  It's market leadership has been built on customer service, superior systems and world wide contacts.

Most of Go Do New Zealand's customers are referred to them by hunting guides or outfitters so it is vital the company stays in touch with these referral sources. This can be difficult as these people are often out guiding so Go Do New Zealand decided to put a simple marketing system in place to make communication easier.

Hunting guides and outfitters enjoy reading about hunting so Go Do New Zealand decided the best solution was to publish a modest twice yearly newsletter. This was a challenge because although directors Geoff and Dale Olsen are excellent communicators, writing is not their forte. 

Uppermost in their minds was the need to strike the right tone because although the company is successful, they did not want to sound like they were bragging. They were also unclear about exactly what format their newsletter should take, what information to publish and how to structure the newsletter.

Geoff contacted Robin Major Marketing about planning and writing the newsletter. I met with Geoff and Dale to learn about the business, the competitors, and mostly importantly about the customers including their awareness of the need for expediting services and how they found out about Go Do New Zealand.

This allowed me to provide marketing advice and produce a newsletter editorial plan including the objectives and brief story descriptions.  To build credibility each issue needed to include facts and figures about the companys track record, relationships with other organisations and testimonials from satisfied customers and logistics agents.

Once the plan was agreed, I requested the required background information from Go Do New Zealand and quickly drafted the newsletter stories by the required deadline. Very few changes were requested by the client so the newsletter was soon ready for design by Go Do New Zealand's preferred graphic designer. 

"The newsletter has been a good medium for Go Do NZ to reach suppliers who we don't regularly have the contact with as they are out hunting and guiding. Christmas was a great time to send our first one out as it is a seasonal business and our clients were home from the hills and reflecting on the season--a great time to read about how Go Do NZ has been such an important part in the process of getting their clients' hunting trophies home to them.

"Robin listened and quickly understood our business, which is why a great result was achieved fast, and in time for Christmas. Robin's style and her approach to the industry made us feel comfortable and enabled her to achieve the right tone. She gave us good direction on what to include in the newsletter so it set us apart from the competition. The feedback has been positive."
 
Geoff Olsen, Director

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Contact Robin Major today to receive obligation-free advice about what to write in your next newsletter.


 
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