What Is Provenance Marketing?
Provenance Marketing is your origin story. It’s what you tell people about where your product is made and why you make it.
To help manufacturers tell their New Zealand Made story, I have launched a new show to feature the provenance of New Zealand products to show what is being made in New Zealand.
Who is the Provenance Marketing Show for?
The show is for…
New Zealand marketing managers and business owners who want to see what people are making in New Zealand and learn from their peers.
New Zealanders who want to learn about what new products are being released on the market.
What Are The Constraints
The show works within a number of ‘beautiful constraints’. (For more on beautiful constraints, read this book)
1. Filmed In Vertical For An Audience Of One
We hold our phone vertically 99% of the time, and it turns out that we are more likely to watch content on our smartphone when it is filmed in vertical too.
While TV is designed so that everyone can watch together, the smartphone is a 1:1 watching experience. That makes the experience more personal for the viewer to establish a relationship with the show host.
I would add that shooting in vertical video has been a significant decision to make. Filming is less natural so we’re learning about what’s possible as we go.
2. Watch In Less Than 10 Minutes
The 10 minute limit was chosen so we could take advantage of IGTV as the video length limit is 10 minutes there. With every episode less than 10 minutes and following the same format, it also helps keep post production time in check. It also helps NZ Made qualify for ‘Facebook Ad Breaks’ which will apply if (when!) the show reaches 30,000 1 minute views on videos that are 3 minutes or longer.
3. Make It Easy To Skip Ahead
Chapter headers are ‘burnt in’ visually to the video to signal to the viewer what’s coming next so that viewers can fast forward to the product of interest without having to watch the whole episode.
4. Cover Three To Five Topics
Every episode covers a maximum of five topics, so there’s a budget of 2–3 minutes on each topic. That ensures that the provenance marketing story of each product is irrisitably concise. So far we’re running at around three products are episode. This triples the chances of each show being shared by the brand mentioned.
5. Include Cutaways To Keep It Visually Interesting
Footage of conferences I’ve attended or businesses I’ve visited are included to keep it interesting for viewers and shows the work the New Zealand Made team get up to outside the office. It also serves as a way to curate things that I believe a business owner might be interested in such as government procurement changes, exporting through Brexit and Google’s new options for manufacturers in New Zealand.
6. Feature The Podcast In Each Episode
Business owners are time poor so video is less likely to watch than listen. Our 2019 survey revealed a good proportion of businesses listen to podcast over other forms of media for that reason. This makes sense because it’s easy to drive and listen, work-out and listen making it time efficient. Because we all listen using different apps, the show is available on Spotify, Stitcher and Apple Podcasts.
7. Maintain A Weekly Show Time
Creating good habits means committing to publishing the show at the same time every week. It also helps create viewer habit with the show being released at the same time every week.
Provenance Marketing Show Video: Tuesday 7pm every week.
Subscribe On YouTube http://bit.ly/makingitNZ
Provenance Marketing Show Podcast: Thursday 7pm every week.
Subscribe On iTunes http://bit.ly/provenancemarketingshow
8. Make It Free To Be Featured
Any New Zealand Made business that wants their product feature just needs to send it in to us and we’ll do the rest. We’ve had a lot of cool products sent in already and the ones that include a story about the product and the company make it even easier to share on the show.
9. Own The Phrase ‘Provenance Marketing’
Unbelievably, the website www.provenance.marketing was still available and is now helping the show be found by anyone worldwide who simply searches for ‘provenance marketing’.
Provenance Marketing is an ‘unbranded search term’ which over time will help those interested in this marketing skill to discover the Kiwi trademark, New Zealand Made products and businesses.
How Will We Know If It Worked
There are three questions we can ask to judge the success of the show.
- What prominence did a business gain for their products or services after appearing in an episode?
- What sales did a business make after being featured?
- What consumer audience was developed across the shows platforms?
How Many Episodes Will Be Released
There is no exact number of episodes we’re aiming to release (although there was a previous project that aimed and reached 100).
Being consistent about releasing new episodes weekly is more important than the number of episodes released.
Watch The Provenance Marketing Show
Listen To The Provenance Marketing Show
Listen to the show on Spotify, Stitcher and Apple Podcasts.
Get Your NZ Made Products Featured
Apply to become an Official NZ Made Licence Holder and if approved, you will be eligible for your products to appear on the show.
