GET­TING IN THE GAME

What would you do if you were faced with the chal­lenge of dou­bling a tired brand's cus­tomers, with a his­tory of slug­gish growth, deeply en­trenched neg­a­tive per­cep­tions, and ar­chaic tech­nol­ogy and in­fra­struc­ture at its core?

New Zealand Marketing - - Skykiwi -

Ac­cord­ing to the team at the New Zealand Rac­ing Board (TAB), “You’d run for the hills or you’d call Si­mon Jarvis.” In De­cem­ber 2016, Jarvis took the call to join the New Zealand Rac­ing Board (TAB) team and he’s hit the ground run­ning with re­shap­ing the team and run­ning a cre­ative agency pitch to ap­point Y&R. Hav­ing spent a decade in the ad­ver­tis­ing in­dus­try, work­ing on agency-side in­clud­ing Lowe Lon­don, Draft FCB, plus BMF and BCM in Syd­ney, Jarvis gained ex­pe­ri­ence above and be­low the line to of­fer an in­te­grated per­spec­tive to most com­mu­ni­ca­tion prob­lems. One piece of work while at BMF was re­launch­ing the Dare Iced Cof­fee for Dairy Farm­ers (later Na­tional Foods), in a cam­paign that gen­er­ated a 40 per­cent up­lift in na­tional sales and went on to col­lect two Lions at the Cannes In­ter­na­tional Fes­ti­val of Cre­ativ­ity in 2009. Now that skill is be­ing put to the test with the New Zealand Rac­ing Board and the TAB brand. He took the chal­lenge of re­fresh­ing the brand in his stride and in the last 18 months he’s been broad­en­ing its main­stream ap­peal and at­tracted a new gen­er­a­tion of cus­tomers, in­clud­ing more women. “It’s now a mod­ern con­tem­po­rary brand that’s rep­re­sen­ta­tive of mod­ern New Zealand,” he says, and you only need to look at a TVC to see that’s true. Re­cently for the Fifa World Cup, the TAB re­leased a cam­paign with Y&R and MBM fea­tur­ing both men and women cel­e­brat­ing their overnight wins. And the trans­for­ma­tion isn’t just skin deep. The TAB brand has eclipsed ev­ery es­tab­lished busi­ness record for cus­tomer ac­qui­si­tion and gen­er­ated a 21 per­cent up­lift in cus­tomer growth year-on-year, driv­ing dra­matic in­creases in cus­tomer ex­pen­di­ture and rev­enue. With these re­sults, Jarvis has al­ready seen the TAB win big at the NZDM Awards, where it took home two gold, four sil­ver and one bronze. While Jarvis is proud of all re­sults the brand has achieved in the last 18 months, a high­light has been repo­si­tion­ing the TAB brand to co­in­cide with the Lions Tour. Un­der­stand­ing the brand needed a re­fresh, the TAB launched the ‘Now you’re in the game’ plat­form at the same time as the Lions Tour in 2017. With cre­ative show­ing how the TAB app can fling users into the heart of the ac­tion at a sport­ing event, the plat­form was rolled out in a mul­ti­chan­nel cam­paign across TV, dig­i­tal, video, search, dis­play, out­door and ra­dio. “It be­came the most suc­cess­ful mar­ket­ing ini­tia­tive the TAB has ever run,” says Jarvis, “so that is a mas­sive high­light”.

The cus­tomer growth tar­get for the cam­paign was ex­ceeded by 12 per­cent, along­side an ex­ceeded tar­get for turnover (cus­tomer spend).

From agen­cies to or­gan­i­sa­tions

When asked if his agency back­ground has aided his role as a mar­keter, Jarvis calls it a head start, par­tic­u­larly when find­ing cre­ative so­lu­tions to busi­ness prob­lems. “Not only cre­ativ­ity in the way we ap­proach prob­lems, also the cre­ativ­ity in the way we find so­lu­tions to over­come chal­lenges you face in ev­ery­day busi­ness. Whether it's that we need more cus­tomers or we need to drive ex­tra rev­enue. “Cre­ativ­ity for me is the ul­ti­mate dif­fer­en­tia­tor.” And be­ing from an agency space, Jarvis be­lieves he can work bet­ter with its agency part­ners to un­lock their full value. Be­yond work­ing with the TAB’S agency part­ners, Jarvis leads a team of 15 mar­ket­ing pro­fes­sion­als, in­clud­ing a mar­ket­ing com­mu­ni­ca­tions team, a CRM team, dig­i­tal mar­ket­ing, and pro­duc­tion and de­sign pro­fes­sion­als. De­scrib­ing how he ap­proaches the role, he says he fol­lows three philoso­phies: 1. Every­thing has to be driven by cus­tomer in­sight: “You need to be cus­tomer in­sight led. If you are not cus­tomer-cen­tric you are not in the game at all.” 2. Data and an­a­lyt­ics need to drive de­ci­sion mak­ing. 3. Cre­ativ­ity is the ul­ti­mate dif­fer­en­tia­tor to un­lock­ing value: “I think every­one can pay to over­haul their CRM sys­tems or cus­tomer data plat­forms but un­less you are cre­ative in your ap­proach to reach­ing your cus­tomers, you be­come wall­pa­per, you be­come ubiq­ui­tous like every­one else, so you need to re­ally stand out.” Those philoso­phies come from his decade in the in­dus­try, and re­flect­ing on the trends he sees right now, it’s the ex­cite­ment about mi­cro-seg­men­ta­tion he points out. While brands are us­ing dif­fer­ent cus­tomer seg­ments, he be­lieves they need to move be­yond seg­men­ta­tion and into true per­son­al­i­sa­tion. In the same way Book De­pos­i­tory gives you a list of rec­om­men­da­tions based on a book you buy, Jarvis is see­ing other busi­nesses move to­wards that and says it will be a big fo­cus for his own team in the com­ing years. “I think one of the ma­jor mar­ket­ing trends will be whole­sale per­son­al­i­sa­tion where, for in­stance, two dif­fer­ent cus­tomers that come to the TAB will ex­pe­ri­ence a dif­fer­ent cus­tomer ex­pe­ri­ence when they land there based on pre­vi­ous be­hav­iours, and their pref­er­ences.” Im­por­tant for per­son­al­i­sa­tion will be the use of data, some­thing Jarvis says is ab­so­lutely cen­tral to all the de­ci­sions made within the busi­ness. “We are 100 per­cent about per­for­mance and driv­ing re­sults,” he says and with num­bers in­clud­ing a 21 per­cent up­lift in cus­tomer growth year-on-year, eyes will be on TAB to see where it reaches next.

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