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  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

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This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
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AlwaysOn

Always on database

August 27, 2018
-
Shopper Behaviour, Shopper Experiences, Shopper Technology, Shopper Vol 7

Another day starts and I see my in-box has its usual flood of 20-odd eDMs and texts desperately craving my attention. I’m barely awake and already I need to be on my game because apparently… 

“Why am I waiting? I could be the winner of $10 million.”

“How likely am I to recommend us to a friend or colleague?”

I’ve been given “All these exclusive Akl travel offers”, even though I live in Auckland. There’s more stuff to spoil my dog with.

And I’ve “only got 5 days” to buy a bunch of shirts.

Does this sound familiar?

No doubt I had some dealing with each of these organisations at some point. I might have bought something. I might have visited their website. Or I might just look like someone who has.

The reality is that they have me on their database and assume that I want their messages. Maybe I opted-in at some point, but I don’t specifically recall doing so. 

They probably assume that I like things to be personalized. And they assume that they have the right to send things to me as often as they like. And for quite a few that seems to mean every day.

Personalised for you?

They assume that I am “always-on” and ready to receive.

But I’m not. I sit in a kind of stasis; not wanting to engage, too indifferent to unsubscribe. And I’m not alone.

In a talk given at the Synergy Digital Forum in Moscow this year, Sam Scott outlined a series of ‘big lies’ that the Martech and Adtech communities perpetuate. His #1 lie was that people don’t actually want personalized ads. That only marketers and their agencies that sell these kinds of solutions want them, believing that personalization means relevance, which means a greater likelihood of conversion.

Sam Scott

However, the evidence contradicts this. An eDM campaign with a 3% conversion rate would be regarded as a great success. What does that say about the other 97 percent. What is the likely reaction from them? Are they grateful for their decline? Are they ambivalent? Are they annoyed?

“In a 2009 University of Pennsylvania study, 66% of all Americans said they didn’t want direct marketing tailored to their interests.”

This rose to 86% when informed about how their data was collected.

According to Globalwebindex 36% of all internet users, and 40% of all millennials, had some form of ad-blocking on their computer and 33% on their mobile device (up from 27% in 2015).

The European Union’s GDPR means that companies can no longer collect and use personal data without their explicit, opt-in consent.

And as I write I see that Facebook’s market cap has plummeted by US$150 billion in 2 hours amid worries about a political and social backlash against privacy and the use of personal data.

I think the point of all this ladders back to customer experience. The unintended consequence of constantly pitching direct offers is that they create a negative irritation and loss of brand appeal when they are frequent, blunt and one-dimensional. 

Personalizing the address is one thing, but only delivering an endless torrent of offers misses the point of a customer relationship. It should be about cultivating a shared interest, not just a transaction. There needs to be more imagination and effort to engage me with the subject we apparently share: about the pleasure of travel, or dressing for work, or ways to look after my pet. 

Now, I have some shirts to buy.

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Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

 #heartofaklcity #matariki #hangi @heartofaklcity
  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

It was an action packed day filled with lots of hard work, followed by an amazing gin-making session with @thebotanicaldistillery and a divine meal at @mudbrick_nz in the evening.

2020 Here we come!👊🏼 #GoodEnergi #AwayDay2020 #WaihekeIsland
  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

Very exciting times ahead!

#GoodEnergi #ArugaNZ #Headlight #Partnership
  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

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Always on database | Energi Advertising