When New Zealand Technology Group founder and CFO, Dwayne Smith, walked into the offices of Beans & Rice, he knew he had found the communications partner he had been searching for.
After a number of unsuccessful attempts at getting a website created for the Group, a frustrated Dwayne found himself talking with the owners of Beans & Rice, Chris Alder and Steve Goldie.
Drawing circles in his book to help explain the complex structure of New Zealand Technology Group was the beginning of a successful relationship between the country’s foremost ICT investment group and the boutique brand agency.
“Beans & Rice were the first people to actually get us and translate back to us who we are, having taken the time to understand us and help us communicate our values,” says Dwayne.
“Being good at communicating comes from being good at listening,” says Beans & Rice co-owner and Creative Director, Steve Goldie. “Every business is different, and it’s about discovering what it is about that business, its values, its personality, that is going to resonate with its customers. There is so much choice available to us, and it’s not about who talks the loudest, but who is credible and trustworthy and has a brand that customers relate to and want to engage with.”
Beans & Rice have been working with New Zealand Technology Group since 2014, helping them get a perspective on the complexities of their own business, and clarify their message to their audiences.
There is an understandable risk of brand confusion as New Zealand Technology Group expands its portfolio of IT and telco businesses, and Beans & Rice have been working closely with the Group to help manage and refine communications around these partnerships.
“When we start talking to customers, we’re becoming this one stop shop,” says the Group’s General Manager of Regions, Wayne Baird. “What Beans & Rice do is becoming a really important part of our offering to businesses. From web to print to being able to write our stories, what Beans & Rice offer is so much more valuable than just design.”
“It’s typical of tech companies to deliver a good product but have no real understanding of how that product should be delivered,” says co-owner and Director of Beans & Rice, Chris Alder. “When it comes to business and engaging with your customers, it’s all about perception. Yes, you’re delivering a great product, but are you being perceived as being as professional as you could?”
New Zealand Technology Group recognise this, and acknowledge that they have found a creative partner that cares enough to turn around and deliver this level of professionalism.
“Part of our whole sales and marketing strategy is to create more sticky customers and look to do things differently to keep our competitors at bay,” says Wayne.
It’s a gradual and ongoing process as Beans & Rice works with New Zealand Technology Group’s portfolio of companies to develop and refine their communications and improve the overall brand experience for their customers.
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