Marketing tools for any business

A standard marketing strategy you can begin with.

It’s time to convince your customers that your products are necessities. Keep it very simple, don’t make it hard for yourself. But what ever you do, make sure your customers understand what you have to offer.

Use a common theme and base your words and images at your target customer, make sure there is consistency, for example in all printed material connected to your business should be clear and readable, the main bits of communication are right there ready for the customer. This way your customers will not be confused when they receive something from your company.

The simple collateral for a business needs are suggested as:

  • Website  – for business promotion and online product or service offering;
  • Office stationery – letterheads, compliments slips, follow-on sheets;
  • Email and inhouse software templates   – to identify you when digital communication tools are used;
  • Address labels – to be put on envelopes and files in the office;
  • Presentation folders – with general information and contact details about your company;
  • Business cards – to hand out to potential and current customers;
  • Business and or vehicle signage/graphics – brand your self anywhere.

Create an awareness to your customers in different ways, all of us are customers to someone, and we need to know what we are after well before purchasing happens – this could be done in several different ways.

Direct mail/Newsletters as web and print

It is a simple tool, dont make it to big, who wants to read a novel when a simple one page can give your customer all they need. Make sure you tell them where to get further information ie. direct them to your website. Inform your customer of potential updates. Some articles for the newsletter would be updates about your company, resources and information on what you are offering today.

Have information and updates about the application of skills and services of team members e.g. about developments and links to websites containing information about current events and information about these skills services to back up your information.

Emailed or snail mailed to your customer database, the newsletter is a very good way of updating people connected to your company one way or the other.

Information packages

To get in touch with people who have had no prior contact to your business it is very important that a promotional package is put together to create – among many things, the future direction of your company.

These packages should contain information about the following:

  • Company Fact Sheet;
  • Product or Service Fact Sheet/s;
  • Team brief with a picture of each team member;
  • Previous work/projects;
  • A copy of the latest newsletter;
  • Feasibilities;
  • Strategic planning.

This package should be available as print and on your business website. Just make sure it is searchable copy. So words on a web page not graphic images of words for the search engine bots (ranking bots) ie google. This allows maximum exposure to new, potential clients and gives them complete information about your business, who you are and what you do.


In addition to the above it would be recommended that articles about your business be placed in different relevant magazines that your clients are reading.
This could be national newspapers, magazines or blogs. Besides this, advertisements could also be placed in the same magazines and newspapers in order to create attention towards your business.

Articles and advertisements should be placed three to four times a year.

Social Networking and Promotional activities

As part of your business marketing, a social networking strategy should be used. Even a simple process of monthly information to customers can be social, it will keep you in front of customers and will help create that important word of mouth marketing need. Also, printed material is still very important. Your business should do some promotional activities and use all communications available to inform your customers.

This could for example be:

  • A seminar targeting a key point of your industry.
  • A function could be done in connection to one specific project, and could also be put together with other companies relevant to this job.
  • Sponsorship of key events that would develop brand recognition.

We recommend they are done at least once a quarter.

Often we are asked – What is above or below the line advertising?

Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques.
In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. This link to Wiki further expands on this topic – CLICK HERE TO REVIEW

What next?

We have created an outline document of this information to better give you reference of these key points to think about and a checklist for you to compile required branded marketing tools – download

Marketing Communications Planner


Marketing Ideas.

Some marketing ideas you could try.

Regular advertising.

  • Metro newspapers,
  • Business and Finance Sector – weekly newspapers,
  • Investment magazines,
  • Third party real estate magazines (glossy long shelf life mags),
  • High quality lifestyle magazines e.g. Cuisine,
  • Off shore advertising to overseas investors e.g. USA/Australia/UK,
  • Sponsorship as a marketing method.

Public Relations.

  • Regular media releases to build wine story and personalities,
  • Communicate achievements/key highlights,
  • Update on sales/planning issues,
  • Counteract any perceived negative impact from Project Aqua,
  • To include media releases to newspaper/radio,
  • Local radio interviews to keep local community informed.


  • Regular updates on sales,
  • Repeat paid advertising information and PR material to reinforce,
  • Include video footage on website.

Sales Material.

  • Upgrade brochure content, look and feel to a more high quality product to accurately reflect the prestige associated with investment, tell ‘the wine story’.


  • Emotive Billboards.

Direct Mail.

  • Direct mail previous enquiries with updated information packs.

Promotional Video for overseas investors.

Get some answers – call Dayne to ask further questions. Phone 021 323 244.
Or, email Dayne from our contact page using our simple contact form.

SEO Search Engine Optimisation techniques.

To get your website content search engine friendly SEO, or ‘found’.

There is no secrets or magical voodoo to this process. All you need to do is think how you would research and write reports or construct projects.

You would use a library!

And, then following a simple set of referenced way points or keys you would find everything you need.

These way points are:

  1. Index of known titles;
  2. Index of content;
  3. Title of a content item;
  4. Referenced sub title of item;
  5. First paragraph with what you would expect to find in the content;
  6. Captions to visuals and diagrams explaining the content;
  7. Italicised words quoting further content;
  8. Bolded words to highlight key content.

These are what Google use to list allow helpful finding of millions and millions of paged content. We have not gone and made anything new. We have built on known ways of filing content so we can find it reasonably fast.

So, good SEO practice starts when you add content to your website. It cant really be added afterwards as it is key to finding your content in the beginning.

All businesses offering SEO services are doing just this, applying way finding points or keys to allow a web user to type into a Google or any other search engine ‘search field’ a word or sentence about what they are trying to find on the web.

SEO is just a job, and has to be done. If you do it as you go then one job less to worry about!

Follow these points to SEO your content as you go.

  1. Choose a key word/phrase for the content on the page.
  2. You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing).
  3. Make sure the key word/phrase appears in the page title, the url, the page main title, the sub title and in the first paragraph and in the last sentence of the page.
  4. Name and caption at least the first graphic used with the key word/phrase.
  5. Use all three Heading styles/tags in your posts. Heading 1 (or Main title), Heading 2 (or Sub Title), Heading 3 (or Sub Title level 3)
  6. You should have relevant usage of Bold and italics of your keyword.
  7. There should be at least one internal link to an alternate page on your website.

All to hard. Flying Lizard have the skills to help you and get this work done.

Call us.

Phone: 0064 21 323 244


Social Media.

Marketing with Social Media – Tools, usage and strategies.

To be Social.

Our very need to innovate which receives attention has lend to more ways to be social, to network and to get communications to our customers that they understand which gives a customer the choice to make an informed decision to purchase.

Social networking tools are another step in the marketing of your business – how you choose to use these social media tools as a strategy should be part of your marketing plan.

Simplicity is the key, if you are a business that needs to be talked about, talked to or social in every way. Use more social media tools, and put in place a monthly/ weekly or sometimes daily social process. If you just need regular communications going out – tone it back a bit, maybe bimonthly or every 6 months. Plan it, allow for it, and let a social network deliver your service or product message to more customers.


One way to deal with ‘the need to be social’ is by activating a simple strategy, set in place a process and integrate business communications into social tools that will help your business. Flying Lizard offers a service where together we set in place your social media strategy. Sort out networking tools, or update what you have – maybe remove tools that are not helping. Document a strategy for staff to follow thru to results that should be looked for. Include new trends and integrate current marketing messages into social networking.

Product Packaging designs.

To show case our creative ideas for packaging…

Here are some packaging designs for products, providing you an opportunity to get an insight on professional designs that work with your marketing budget. In addition to the exceptional quality, you can be assured that the design work done on your product packaging is by a qualified graphic designer in the Flying Lizard team – Fast turn around. Different concept ideas. Quality artwork. Co-ordination with your printers.

Click on a project for a description and/or a testimonial, or to see more of our packaging solutions by clicking on a product.

sublime-wine-bottle stewarts_coffee_package springfresh_750ml_sports_dew pcl-feeds-up-bags packaging rainbow_confectionery_big_fish mainland-poultry-petites innovex-rainbow-value innovex-rainbow-easter innovex-rainbow-christmas blitz_juice_bottles blis-technologies-throat-guard-packaging

Branded Office Stationery Needs.

Every business will require a set of branded office stationery.

Your business needs will depend on administrative processes you can use to communicate with customers. Make sure what your customers see is the complete you.

Flying Lizard has been designing office stationery for over 20 years, and have the knowledge and skill to create and supply just what you will need. Traditional printed letterheads and business cards to digital templates for your software systems, ie. Microsoft Office etc. we can build and deliver.

Here is a suggested set of Office Stationery a typical Business requires:

  • Letterhead;
  • Follow on sheet;
  • Business card;
  • With compliment slip or pad;
  • DL envelope with or without window;
  • C4 envelope with or without window;
  • Email signature;
  • Address labels in different sizes, ie. A5 and A6;
  • Fax page template.

Each business may need other items but the above list is a good basic requirement. Click on a image for a description and/or a testimonial, or you can see more of our stationery solutions by clicking on a product below. Then please order your businesses stationery items by adding them to your shopping cart.


worms-r-us-stationery tinderz-stationery sublime-holdings-stationery bio-energy-equipment-stationery 4guys-stationeryheadfirst-business-cards

  • Worms r Us Stationery;
  • Tinderz Office Stationery;
  • Sublime Office Stationery;
  • Bio-Energy Equipment Stationery;
  • 4 Guys Auto Barn Stationery;
  • Headfirst Stationery.

Order our graphic design service here.

Strategic plan – the big picture.

9 Strategic Plan Questions about your business to ask yourself:

  1. Understand the customer?

  2. Develop a strong relationship with the customer?

  3. What is the customer able to do, or want to do?

  4. Customer competitors, who, what are they?

  5. Brand awareness of your product?

  6. Perception of the market, of the customer?

  7. Is there a need for some business help. General comment on business?

  8. What are the competitors promoting and how are they doing it?

  9. Create some bench marking systems to weigh up against?

To be social.

Social networking, tools, skills and reasons for your business.

Our very need to innovate which receives attention has lend to more ways to be social, to network and to get communications to our customers that they understand which gives a customer the choice to make an informed decision to purchase.

Social networking tools are another step in the marketing of your business – how you choose to use these social media tools as a strategy should be part of your marketing plan.

Simplicity is the key, if you are a business that needs to be talked about, talked to or social in every way then use more social media tools, and put in place a monthly/weekly or sometimes daily social process. Or, if you are a business that traditionally talks little but produces heaps – why do some desperate necessity just because a seminar tells you to!

Plan it, allow for it, and let a social network deliver your service or product message to more customers. Easy.

One way to deal with ‘the need to be social’ is by activating a simple strategy, set in place a process and integrate business communications into social tools that will help your business. Flying Lizard offers a service where together we set in place your social media strategy. Sort out networking tools, or update what you have – maybe remove tools that are not helping. Document a strategy for staff to follow thru to results that should be looked for. Include new trends and integrate current marketing messages into social networking.

All about Facebook – Should my Business have a Facebook page?

Should we be on Facebook? As a business person, that’s the question you’re asking. More than likely, though, you don’t really even know what it means to be “on Facebook.” You’ve just heard that there are nearly a billion people on Facebook and, of course, a great portion of them must be potential customers. You’ve also heard many stories, some from people you know, about businesses finding customers on Facebook. So, what’s the answer? Should you be on Facebook? Well, yes, we believe you should. But that’s the wrong question. The right question is “Why should you be on Facebook and how does Facebook fit into your overall marketing strategy?” Let’s dig a little deeper…

Facebook should be used as a source for traffic, not a destination. You don’t want customers to find you ON Facebook. You want them to find you FROM Facebook. The reason that you don’t want to build your community on Facebook is that you don’t own the platform. Facebook can change anything at anytime, alienating you from your customers. This fact is something you must realize right here and now: you don’t own your Facebook fans; Facebook owns them. And, whatever Facebook decides, you have to deal with the fallout.

So, If not Facebook, then what?

First, again, let’s be clear about something. We believe that most businesses should have a Facebook page. People still use Facebook and you need to have a presence there to meet them. However, your purpose should not be to build a community on Facebook. It should be to draw people away from Facebook to your website. If you can create a community of people on your website, you will have control over the medium, the message, and the reach. What you need is interactive company information on your website, ie. a blog as example. Feel free to talk to Flying Lizard about what your business needs – we can help you.

Your qualified Flying Lizard team will suggest the products that are needed, or if you only need 1 or 2 things sorted out below are the products you will need to order. Simply click on a product for a description of what you can expect to receive.

You might be tempted to take your foot off the marketing pedal.

Don’t. If you do, you risk un-doing all the hard marketing work you’ve recently put into your business.

If you want to stay on course for success, you have to keep the momentum going – even if your business is booming and you think you deserve a rest.

Maintain good business practices

If you’ve put new systems in place lately (perhaps you’ve asked staff to amend address details when they contact customers or maybe you’ve stepped up a gear on giving great customer service), it’s now up to you to ensure that these continue to run smoothly. You made changes for a reason, so don’t let it all go to waste.

Assess every aspect of your business

It’s easy to focus on the parts of your business that cry out for your attention but try not to overtook all the other areas. Check you’re happy with how every part of your business is operating. Your business can only be successful if all the cogs are turning together

Marketing budgets as suggested by NZ Trade & Enterprise

Marketing budgets are like shopping in a duty free store at the airport: there can never be enough money to cover all that you want. The biggest problem is over capitalising. In other words, spending $5,000 on marketing might bring in the same amount of business as spending $20,000.

Most businesses spend from 0 to 6% on marketing. Zero percent may apply if you are clever enough and word of mouth has built to such an extent that you have the luxury of not needing to promote (the ideal situation). Six percent is likely to apply if you have just started your business and need some awareness, or you are in a very competitive industry. Flying Lizard suggest 3 to 5% is a good range in the current market, but some businesses could and should spend more to target their customers and drive sales.

How should the marketing budget be split among the different methods of promoting your business? Here’s our marketing budget split % guideline for a business in a good location:

  • Personal selling 5%
    Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.
  • Direct mail/e-commerce 20%
    Direct marketing is concerned with establishing an individual relationship between the business offering a product or service and the final customer. Electronic commerce, commonly known as e-commerce, is the buying and selling of product or service over electronic systems such as the Internet and other mobile devices.
  • Publicity 5%
    At its core, publicity is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story.
  • Public relations 5%
    The practice of maintaining a healthy relationship between organization and its public/employees/stakeholders/investors/partners.
  • Word of mouth 10%
    Word-of-mouth advertising is important for every business, as each happy customer can steer dozens of new ones your way. And it’s one of the most credible forms of advertising.
  • Sales promotions/merchandising 40%
    Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as a short-term tactic to boost sales – it is not really designed to build long-term customer loyalty. Merchandising ensures sales – go to great lengths to make sure that your products are visible in stores and are presented in an appealing, ‘sellable’ way. This is called merchandising, which includes product packaging, placement, promotions and pricing to appeal to the target market.
  • Advertising 5%
    Advertising is a form of communication for marketing and used to encourage or persuade a customer.
  • Contingency 10%
    Always have some contingency funds available as there will be times when even the best planning will not foresee events that you can take advantage of (a competitor going bust, or some event like your local sports team winning the competition).
  • TOTAL 100%

Review your business strategy

Revisit your business plan and update it if necessary. It’s likely that today’s business environment is different from when you launched your company – it’s different from even six months ago! And if you started without a business plan, it’s never too late to write one, you’ll find it invaluable.

Refresh your marketing

Make sure you’re promoting your company to the right people. Take a look at how using various direct marketing processes can help you communicate more effectively with your customers. Don’t forget your website – is it working? And what about your sales literature – in need of an overhaul? Review all your marketing activity, refresh, polish and buff as you go.

Stay in tune with your customers’ wants and needs

What your customers want today may not be what they want tomorrow keep up with changing attitudes and new trends. Stay in touch with your customers and ask them what they want. Did you know that many New Zealanders are now inclined to be more careful with their money? Find out more, see some statistics.

Smarten up

You may have pulled your business practices into line but how do you look? Ask yourself what first impressions your company radiates when customers walk in, ring or visit your website. Perhaps it’s time to tidy up your offices, answer the telephone with a smile and improve your website.

Bring your staff together

You need your staff and your staff needs you. Look after your team, talk to them and listen to them. Encourage feedback and work together to make your business successful. Give your team a motivational boost, take them out, do something as a group and be sure to reward outstanding achievements and individual success.

Network like never before

Get some stimulation from others – network. Join a business forum and go to all the relevant seminars and events you can. Talk to people and hand out those business cards. For more on networking.

Make time for your business

If you think you’re too busy to give your business the on-going TLC it needs, set time aside. If you are heading into a quiet period, use this time wisely. Otherwise, draw up a task list and work through it whenever you get the chance.

Achieving and maintaining success isn’t all plain sailing but if you keep on top of the work that needs to be done you can steer your company through.

  • Maintain the good business practices you’ve already put into place.
  • Update your business plan and refresh your marketing.
  • Talk to your staff and your customers regularly.
  • Smarten up, first impressions count.
  • Network, talk to as many people as possible.
  • Set time aside to give your business the TLC it needs.

Flying lizard hopes this helps, we are a business just like yours and use these check points to achieve success!