23 July 2021
After a rocky 2020, the latest lockdowns in Australia have dealt businesses yet another blow. We’ve seen this impact first hand, with campaigns put on pause and clients experiencing hits to their revenue. That’s why McKenzie Partners is working with all our clients to ensure that their needs are met and exploring opportunities to pivot wherever possible. Across a variety of industries, we are seeing shifts, redirections and new ways of thinking.
We all need silver linings right now and thankfully there are some out there in the marketing space. With media consumption changing, some McKenzie Partners clients are being rewarded by increasing digital campaign metrics and even stronger results across their BVOD and broadcast TV bookings than originally anticipated. Yes, unsurprisingly, people are spending a lot of time in front of the TV.
We also have clients in industries that naturally thrive during lockdowns. For example, we’ve seen one of our food delivery clients grow, reporting their second straight week in record sales. They are using the time to reach new customers, re-engage previous customers and acquire more sales than ever before.
However, simply being in the right industry at the right time isn’t enough. We’ve supported this particular food delivery client with a carefully curated digital strategy, timely social media executions and an excessive level of detail and personalisation being integrated into direct customer communications. Leading their overall marketing strategy, McKenzie Partners are working with this client on a minute-by-minute basis to ensure they remain ahead of their competition and anticipate their consumers’ next desire.
Some of our clients are using this unique window of time to enhance their offerings. One client, a specialist cruise company, is planning to renovate their boats when construction works are permitted again. That way, the team will ensure that they can safely support trades and help other industries survive. It’s a rare opportunity as the works won’t impact bookings and take away from their own potential earnings. Plus, McKenzie Partners are right there with them, documenting progress on on their social channels and ensuring we are across the details, so we’ll be ready to broadcast the new and improved vessels when they are once again ready to cruise.
We are also working with clients that are currently closed to plan for their future success. That could mean designing a new menu, finessing a show-stopping events brochure or even crafting their next big piece of content. From drafting scripts, editing footage and recording voiceovers – there’s so much that can be done virtually. Our creative team can access all their resources with ease – McKenzie Partners has long been a cloud-centric agency ready to pivot with the times.
At McKenzie Partners, our teams in every state are meeting daily to talk through priorities, collaborate on ideas and, of course, support one another through shifting deadlines and the harsh realities of being an incredibly agile support service to our clients at this time.
So, what has this latest lockdown taught McKenzie Partners? We truly are a versatile team who has one another’s support. Our clients might have a dedicated Account Director, but those Account Directors of ours are backed by a unified and collaborative bunch that are ready and willing to jump in and assist any of our clients. At this time, we’ve learned that small businesses across Australia, just like ours, need to work together and work harder than ever to ensure that the loudest story that comes out of 2021 is not the latest COVID wave, but rather a story of business survival and success.
Posted by Michelle Rowling
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McKenzie Partners is supporting clients as they navigate lockdown. Michelle Rowling, Group Account Director, shares the latest insights. After a rocky 2020, the latest lockdowns in Australia have dealt businesses yet another blow. We’ve seen this impact first hand, with campaigns put on pause and clients experiencing hits to their revenue. That’s why McKenzie Partners […]
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