Marketing your products and services
Market entry
Educational resources are normally marketed either through agents or by direct marketing.
As in Australia, there are no state government education bodies or individual institutions making their own purchasing decisions. The education community is well travelled and aware of international trends and developments. State funded education is very much price driven. Schools want to secure the best price and keep within the budget.
Often a resource can gain market interest by placement with advisers to teachers. A valuable method of evaluating a product’s potential is to make use of the product in a class environment.
Educational trade exhibitions and conferences, attended by teachers, are an effective marketing environment to generate product and brand awareness.
Careers Expo is a proven means of introducing a company to the New Zealand education industry. The show attracts 120 exhibitors (mainly from the tertiary education sector), and about 40,000 visitors. It also targets senior secondary school students.
Partnering with a local provider is a useful strategy when Australian organisations are introducing niche training and/or new training methods to the New Zealand market, especially where there are recognised synergies.
Online exports are dependent on the type and form of your product or service. Ways and means exist, but they must be an integral part of your overall market entry strategy.
If the appropriate structures are in place, delivering services from an Australian-base is possible. Currently, an Australian training company successfully markets and manages New Zealand training from Sydney, flying trainers to New Zealand regularly to hold two and three day courses in hotel conference rooms.
Distribution channels
The usual distribution channels in New Zealand for education products and services include:
- direct local representation
- distribution/channel partners
- agents
These channels provide the means to deliver a level of product and service support expected by the New Zealand market.
An online catalogue can operate as both a marketing medium and a distribution mechanism, depending on the ordering/purchasing capability.
Alternative distribution channels include:
- teachers’ resource centres
- private educational resource suppliers
- school catalogues
Colleges of education can be good endorsers and can be involved in distributing product.
Transport
New Zealand’s internal transport networks are extensive and efficient. Distribution is relatively easy due to short travel distances. Distribution costs can be higher than Australia due to the broad geographic spread of a relatively small population.
The major ports of entry are Auckland, Wellington, Christchurch, Tauranga, Napier and Nelson.
International airports are located in Auckland, Hamilton, Wellington and Christchurch.
More information
For more information on Career Expo contact:
Longridge Enterprises Ltd
PO Box 128226
Remuera, Auckland
Tel: (64 9) 523 2910
Fax: (64 9) 523 2913
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