All Told Latest http://www.alltold.co.nz/Default.aspx?TabId=236&rssid=2&categoryid=16 The latest news from the All Told team. en-NZ SunBlogNuke v2.6.2.0 Reborn from the debris Christchurch Export manufacturing http://www.alltold.co.nz/latest/entryid/17/-reborn-from-the-debris <p>Last week I worked with two Christchurch companies that are repositioning themselves after the February earthquake.<!--StartFragment--></p> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">Both had been trading for over 20 years and both had been serving a Christchurch customer base. Those customers are now no longer buying.<o:p></o:p></span></p> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">Both companies had realised they needed to reposition themselves for a broader New Zealand market and to begin exporting to Australia. One was already carrying out market research in Australia and preparing to manufacture a new product line. <o:p></o:p></span></p> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">I referred both to New Zealand Trade and Enterprise’s perceptions research&#160;so they could see how Kiwi exporters are perceived in Australia and tailor their approach accordingly. They also wanted a new story that could be used on websites and brochures.<o:p></o:p></span></p> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">Like a number of other New Zealand business people, I had registered some free services on the&#160;Recover Canterbury website for companies that, due to the earthquake, could not afford to pay for them. I wrote them each a new promotional story. <o:p></o:p></span></p> <!--StartFragment--> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">I brought an outside perspective and an understanding of trade. With my questions, I was able to dig for and identify what would be interesting to other people and what sets the company apart. I was also able bring out the business owners’ characters and motivation, making emotional connections with potential customers.&#160;<o:p></o:p></span></p> <!--EndFragment--> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">I could see that both companies’ stories were strong. One was a quest for excellence, the other a rebirth. The people were determined to rise above the trauma they had been through. </span></p> <p class="MsoNormal">&#160;</p> <p class="MsoNormal">&#160;</p> <p class="MsoNormal"><span lang="EN-US" style="font-family:Verdana">&#160;<o:p></o:p></span></p> <!--EndFragment--> Chris Wilson http://www.alltold.co.nz/latest/entryid/17/-reborn-from-the-debris#Comments http://www.alltold.co.nz/latest/entryid/17/-reborn-from-the-debris Mon, 11 Apr 2011 00:22:00 GMT 0 http://www.alltold.co.nz/DesktopModules/SunBlog/Trackback.aspx?id=17