NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Business / Small Business

Building a brand crucial for exports

NZ Herald
26 Jun, 2016 10:20 PM3 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Exporters need to target a niche for their products, a marketing expert says. Photo / iStock

Exporters need to target a niche for their products, a marketing expert says. Photo / iStock

Kiwi firms are getting better at building their unique New Zealand brands overseas, but need to prioritise their marketing with getting deals done.

That's the advice from marketing experts who say that building a New Zealand brand helps firms to secure deals in offshore markets.

The New Zealand Story helps Kiwi businesses draw on their New Zealandness to better succeed internationally, by explaining New Zealand's unique story, and enabling exporters and influencers to make it their own.

Its director Rebecca Smith said exporters face stiff competition in offshore markets where consumers have a lot of choice.

"New Zealand businesses need to differentiate themselves from the pack by sharing a compelling story that expresses our unique New Zealand perspective.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

"This provides a customer with a deeper reason to believe and chose your brand," said Smith, who before heading NZ Story held executive marketing roles at Fonterra and BNZ.

Her top tip for firms is to consider why a customer would choose their business, and then develop and test the story until it works.

"Kiwi businesses are often so busy hunting the deal that they spend very little time thinking about the consumer, the user, and how their business meets their need," she said.

Advertisement
Advertise with NZME.

"It's important to seek insights into target markets. How do consumers or buyers view New Zealand in that region? Then think about what they need that you provide, and why they would choose you over a local provider," said Smith.

Singapore-based strategic marketing expert, Anne Lochoff, provides mentoring and feedback to Kiwi firms exporting in the Southeast Asia region through New Zealand Trade and Enterprises (NZTE) Beachheads programme.

Lochoff chairs the Southeast Asia Beachheads network of 21 private sector advisors, and said Kiwi firms often think of marketing as a one-off project, but it needs to be part of a company's ongoing strategy.

She recommends tapping into blogger networks in offshore markets and building up online communities to use as research and development tools.

Discover more

Business

NZIBA honour roll a who's who of NZ business

29 May 05:30 PM
Business

Firms urged to enter NZIBA awards

29 May 05:30 PM
Business

Gallagher's export DNA

06 Jun 06:40 PM
Business

Brazil beckons NZIBA innovation winner

12 Jun 06:00 PM

"This is a real investment in marketing where the asset is yours, and it's not a one-off approach to marketing where you do a campaign and exit out. A network or community will service you while you're in market and out of the market," said Lochoff.

Rebecca Smith.
Rebecca Smith.

She said exporters need to target a niche for their products in each city and country of Southeast Asia, and have a robust marketing strategy for each market.

NZ International Business Awards

Businesses keen to test their story and tell it to a wide audience can enter the New Zealand International Business Awards (NZIBA).

This marks the 50th year of the prestigious awards, run by NZTE, which celebrate the success of New Zealand businesses on the world stage and recognise excellence and innovation.

Firms entering the NZIBA choose one of three main categories depending on their size, and can also enter any of the six special categories.

The special category Excellence in Marketing recognises success in developing and commercialising innovation in international markets, and is supported by sponsor the Ministry of Foreign Affairs and Trade. Powershop won this category last year.

Advertisement
Advertise with NZME.

Entries for the NZIBA are open, and close July 8. To find out more about the awards click here.

NZTE supplied content.
Save

    Share this article

Latest from Small Business

Premium
Business|small business

'Change their footprint': Kiwi start-up's plan to shave $1200 a year off household power bills

30 Jun 05:00 PM
Premium
Small Business

Small Business: Kiwi pickle brand processes 100 tonnes as business booms

29 Jun 05:00 PM
Premium
Small Business

On The Up: A royal new venture with King Bees Honey

22 Jun 05:00 PM

There’s more to Hawai‘i than beaches and buffets – here’s how to see it differently

sponsored
Advertisement
Advertise with NZME.

Latest from Small Business

Premium
'Change their footprint': Kiwi start-up's plan to shave $1200 a year off household power bills

'Change their footprint': Kiwi start-up's plan to shave $1200 a year off household power bills

30 Jun 05:00 PM

Basis plans to install over 50,000 smart panels globally in the next 24 months.

Premium
Small Business: Kiwi pickle brand processes 100 tonnes as business booms

Small Business: Kiwi pickle brand processes 100 tonnes as business booms

29 Jun 05:00 PM
Premium
On The Up: A royal new venture with King Bees Honey

On The Up: A royal new venture with King Bees Honey

22 Jun 05:00 PM
Premium
Controversial Kiwi start-up, once worth $38m, folds in New York

Controversial Kiwi start-up, once worth $38m, folds in New York

19 Jun 02:37 AM
From early mornings to easy living
sponsored

From early mornings to easy living

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP