Channels to Market

Helping People Build Dreams, Not Nightmares

Introduction

Aim High has a range of publications and websites targeting both consumers and trade/architects/specifiers.

Our objective has been to provide marketers with a menu of channels hitting different SUPManpoints of a building project stretching from the moment a consumer decides to start building, through the design process and then on to construction and wrap up.

We primarily target consumers who are actually building – both new and renovations and by providing them with unique, relevant useful information around building, we draw them in.

Our secondary target is building professionals – builders, architects/designers and LBPs.

We don’t do demographics – we do psychographics and ‘common interests’: consumers who build houses come from all levels of income and age groups but they all have things in common – an almost complete lack of knowledge of the complexities and processes and product choices around residential construction.

As a result, we’re less interested in how many readers we have, but in who is reading. Our philosophy is ‘only pay to reach people in the market’ – why should you pay to reach people sitting at home reading recipes and having coffee who aren’t actually doing anything?

We aim to hit them while they are in a position of deciding on the products they will be using for their build, so we provide an ideal and distinctive series of channels to put your marketing messages in front of people actually buying stuff. While there is crossover in readerships, the various publications have clear audiences based on content.

And we can show great numbers, too. 

The Modern Buying Process

New research from McKinsey & Co shows people start from a position of exposure to a brand before they even are aware of needing to buy and that’s backed up with this recent article from the Director of Strategic Planning at FCB advertising, David Thomason: http://stoppress.co.nz/features/resurrection-mass-media

  1. Brand platform

If you’re on this reasonably small list of brands, you’re already in the consideration platform and this fundamental point goes to the importance of maintaining brand advertising (and this is where the importance of magazine and television impacts).

  1. Evaluation of Alternatives:

Increasingly, however, the next step is “Active Evaluation” where research is done to discover additional brands as potentially better options out there. This is where our Building Guide and Design Guide websites and magazines hit the consumers – right when they’re deciding on products for their home.

Consumers then have the option of buying that brand with no research (highlighting the importance of maintaining your brand out there) or researching alternatives – and where do you go for that? Either the internet or reputable sources – in the case of building products: your designer, your builder… or the Building Guide and the Design Guide.

  1. Decisions at Point of Purchase:

Finally, at the Stage of Purchase, many people have not finally decided on the brand they’re about to buy until they’re in store (figuratively in the case of many building products). Again, this is where the power of brand equity shines through. The ‘loyalty loop’ even though it has evolved into two loops, ensures a greater likelihood of buying a particular brand at that time due to a pre-exposure to that brand!

 

Summary

We believe we offer an excellent and well targeted range of publications that have unique characteristics:

  1. Longevity
  2. Context
  3. Authority
  4. Directed distribution

Aim High magazines and websites provide almost a 100% market penetration, especially to those consumers who are active participants in their build and who are seeking hard information and advice for their project.

No one else does what we do.

And we don’t do recipes.

 

Consumers

Building Guide website

The Building Guide website is now getting around 23,000 kiwi visitors per month (and growing), with 5500 return visits per month. We’ve seen growth in visitor numbers to the site of 30% this year alone.

This Return Visitor number roughly equates to the total new build and renovation consents issued each month,  so we have a very high market penetration. The only reason anyone comes back to the site is because they are building – there are no recipes on the Building Guide site. 4500 people visit the product directory each month.

Snapshot:

  • 29,000 unique visitors per month (as at September 2016)
  • 17,000+ Kiwi unique visitors with 3500 returning (up from 15,000/2500 in June 2016)
  • Content restricted to building advice (no recipes)
  • 1,000+ visitors searching for builders per month
  • 1,300+ visitors searching for products each month (800+ direct entrances for Exterior Cladding (#1 on Google) per month)
  • ‘Brand Page’ of information $2,000 per annum for national presence and $500 for specific region
  • #1 on Google for “Cost of Building in NZ’ – 8500 unique visitors per month
  • Over 3500 outbound links to suppliers, builders and other sources of information
  • 2017 numbers are running more than 50% above the same time 2016.

 

Our visitors are people actively pursuing information and products for their building project.

 

The Design Guide website

Showcasing curated case studies of great architecture with accompanying text from the architects themselves. Stories from past issues of the magazine go up, together with articles that didn’t fit with the publishing schedule. Still small site traffic – just 1900 per month but we’re set to grow this through better optimisation and the addition of a guide to designer stores.

Snapshot:

  • 1,100 unique visitors per month (as at May 2018)
  • Architect penned articles giving insight into design solutions
  • Free listing for appropriate products

 

Building Guide magazine

Waikato_2018_cvr_floatSpecifically targeted to consumers who are building new and renovating, the Building Guide is the only media channel distributed via Building Control Authorities (councils) to consumers who are undertaking building projects. It is also distributed via the Home Ideas Centres, Certified/Master and Licensed builders, architects/designers, via retail outlets and from our website.

There are approximately 45,000 copies distributed across seven regions, nine times per year (Auckland and Canterbury have two issues per year). There are currently around 18,000 detached dwellings consented per annum and around the same number of renovation consents so we effectively cover the market and we are receiving requests from councils for more copies this year in many regions as demand picks up.

Snapshot:

  • 45,000 copies printed regional by region
  • Annual guide (bi-annual Auckland and Canterbury)
  • Targets consumers actually building and renovating
  • Unique distribution via BCAs (councils), Home Ideas Centres, builders, designers and retail
  • Full page casual rate $1500 per insertion

 

The Design Guide magazine

 

DG10 CoverLR

The Design Guide is published annually (bi-annual for 2015/2016) and is positioned between HOME magazine and Architecture NZ. Where one is full of beautiful houses with a large readership, most of whom are not actually doing anything, the other is a trade magazine for architects.

The Design Guide targets consumers who are using an architect to design their home, and the architects themselves.

Architects and architectural designers represent around 6-8% of homes built in New Zealand, or about 1500 homes per year. We print 4000 copies each issue and architects are a secondary readership. A key difference with The Design Guide is that the articles are written by architects which means they carry an authority and particular insight into architectural design. It also means it resonates with architects themselves as it is their peer group writing. (draft 2018-2 covers shown)

Snapshot:

  • 5,500 copies annually
  • National coverage
  • Targets consumers using an architect/designer; Secondary readership is architects
  • Retail distribution and marketed direct to architects
  • Full page casual rate $2975 per insertion

 

Yiju – the NZ Property Investment & Building Guide (Mandarin) magazine

Yiju has been published twice per year and is moving to three times per year for 2017.

Using a combination of material from Building Guide, The Design Guide and commissioned works around property investment, Yiju is the only publication in New Zealand specifically targeting the Chinese market.

Snapshot:

  • 10,000 copies printed 2x per year
  • National coverage (Auckland focus)
  • Targets Chinese consumers
  • Unique distribution via BNZ (sponsor), Home Ideas Centres, NZ Chinese Building Industry Association, Immigration Consultants, NZ Embassy and Consulate Offices in China, cultural and business groups
  • Full page casual rate $2975 per insertion

 

Trade

BoB magazine 

Distributed directly annually to our database of 5000 Certified and Master Builders (both organisations supply us with updated lists of their full databases for each issue) and made available to a further 8000 Licensed Building Practitioners who attend the Building Hub seminar roadshow and rvia equested mailouts. Our association with the Building Hub (we are their ‘Official Publication’) means we also have an online presence to their 11,000 members and additional 15,000 visitors per month.

BoB’s editorial stance is one of independence and boldness and often irreverence – we are the Builders’ Guide.

B0B2_2017_cvr

Our objective is to ‘help good builders be better’ and we do that through providing advice around the day to day business activities builders undertake – project management, costing jobs, staff management, product selection, health and safety and other legislative impacts.

We include a ‘Builders’ Forum’ in each issue, with builders on the tools discussing the issues of their lives and sharing ideas and tips which also provides an opportunity for trialing product and getting immediate feedback, too.

Snapshot:

  • 15,000 copies distributed twice annually
  • Online on Building Hub website – 11,000 members using for Skills Maintenance points
  • National coverage (though regional loose-leaf inserts/onserts possible)
  • Targets builders and LBPs/Secondary readership is architects
  • Direct free distribution to Master and Certified Builder databases
  • Full page casual rate $1500 per insertion

 

BoB eDM

Aim High also has an email database of 20,000+ LBPs. We have been emailing this list for five years and have found it an extremely effective channel when a strong call to action has been implemented.

We have used it to sell a product manufacturing business, market aluminium window and door frames, recruit staff and franchises and sell builder tools.

The list is regularly emailed to and our telemarketers call the list at least once per year, so it is regularly updated. The last email had a 2% (hard) bounce rate.

It works extremely well in conjunction with editorial in the BoB magazine.

There is a charge of 0.50c delivered email and data charges thereafter (for programmatic/remarketing programmes).

Snapshot:

  • 20,500 emails on our LBP database
  • National coverage with regional breakouts available
  • Targets builders and or architects/designers
  • $0.50c per eDM to the full database, with discounts for follow up emails

 

Social Media

 Facebook

https://www.facebook.com/designguidenz/ and https://www.facebook.com/buildingguide/

Our Design Guide page now has almost 4000 followers and is growing daily. We have taken an organic growth approach and not given away product to increase our followers.

As a result, we have an audience genuinely interested in architecture and architectural products. We showcase stunning architecture from our DG websites, magazines and from other websites we source and curate.

The Building Guide page is now over 1400 followers and has a more technical, prosaic content strategy. We’re about helpful content, not pretty pictures.

We’ve done low-cost boosted posts pointing back to our websites and FB pages and have tested product promotions (unpaid) with limited results – some interest, no firm response. We expect this to develop.

 

Pinterest

https://www.pinterest.com/design4402/

Our Design Guide page is approaching 350 followers. We have taken an organic growth approach and not given away product to increase our followers. As a result we have an audience genuinely engaged. We’re about to review our Pinterest activity with a view to expanding it dramatically.

 

Instagram

https://www.instagram.com/thedesignguidenz/

We’re expecting great things from our Instagram account. This is tailor-made for The Design Guide and already we have over 16,500 followers and building.