Launching business during lockdown
Twizel-based sales and marketing expert Amy Menard spent months planning to launch her freelance marketing company but when everything was in place, Covid-19 hit.
Understanding the need for marketing as the economy and tourism industry rebuild, Menard continued, launching Skylark Creative from the safety of her kitchen in alert level 3.
‘‘We’re in a totally different environment, and we’ve got businesses rebuilding and marketing is still crucial,’’ Menard said.
‘‘It’s important to remember that what we have to offer here is valuable and unique and so many Kiwis will want to support businesses in the Mackenzie and it’s really important to have a robust sales and marketing plan.’’
She said despite the importance of international tourism to the Mackenzie, nearly 60 per cent of visitors are domestic and now is the time for businesses to ‘‘reimagine’’ their approach for the domestic market.
‘‘If we go to level 2 soon and domestic travel is allowed, you need to have that plan of who you’re targeting, and at what time, and how,’’ she said.
‘‘For some businesses that might seem like a huge task to do and that’s where I want to come in and help people because I’ve got the skills, the ability, the flexibility to help.’’
There is also talk about opening up to trans-Tasman tourists and although it is unclear when or what that might look like, businesses should be prepared for that ‘‘important market’’, she said.
Menard said as a freelance business operating online there were no real practical challenges to launching during lockdown restrictions but acknowledged that some people may be nervous about spending the money on a marketing service.
‘‘Marketing is crucial because you’ve got to put your business out there to get those customers [and] if you have the skills to do your own marketing, then that’s great,’’ she said.
‘‘But if you’re unsure or you’re really struggling, we can work together on a case-by-case basis for whatever you need — from an annual sales and marketing plan, to setting up your Facebook account to rewriting your website.’’
Menard is offering free consultations and said depending on the project, it doesn’t have to take a huge amount of time or money.
‘‘It’s always good to reevaluate, you don’t want to do the same thing year after year, especially now that the environment had changed so much.’’
Originally from the West Coast, Menard has lived near Twizel for 10 years and spent six years working in the New Zealand tourism industry.
‘‘I was in a sales and marketing role, quite a full on one, climbing up that corporate ladder but I’ve got three children aged six, seven and 10. I own an accommodation business and own a piece of land near Twizel and I really needed a better work-life balance,’’ she said.
‘‘I also saw there are so many amazing businesses here but I understood that not all of them would have a budget for a full-time sales and marketing role, but they still need help.’’
With 20 years writing experience, she wanted to help businesses to ‘‘craft their story’’ to engage their audience because ‘‘everyone has a really interesting story to tell’’.
The businesses name — Skylark Creative — was born very close to home, at Menard’s kitchen table.
‘‘I was brainstorming names and I happened to look outside and see the skylark pair that live on our land and bob around outside looking for crumbs,’’ she said.
‘‘When I was thinking more about the bird, it’s the kind of bird that flies really high in the sky, so that represents my blue sky creative thinking, but it spends a lot of time on the ground, and that’s a big part of who I am as well — I’m a very practical, grounded person — so for me it was the perfect combination.’’
Her logo was designed by her fatherin-law, Twizel-based designer and cartoonist Rick Menard — an example of how local businesses can support each other.
‘‘It’s about pulling together and helping each other as much as we can, and taking as much help as we can get. You should never be afraid of reaching out for help.’’
Find more information on the Skylark NZ facebook page, or email amy@skylarkcreative.co.nz.