Numero

Category: Working With Numero

  • Introducing Max Sartal Sterling, numero’s New Head of SEO

    Introducing Max Sartal Sterling, numero’s New Head of SEO

    We’re thrilled to welcome Max Sartal Sterling to the numero® team as our new Head of SEO. Max joined us on 13th October 2025, bringing over 12 years of expertise in SEO and conversion rate optimisation, with a particular focus on the future of AI-powered search.

    The Future of Search Starts Here

    If you’ve been paying attention to the marketing world lately, you’ll know that search is changing fast. The rise of AI search engines, LLM-powered answers, and increasingly sophisticated AI panels means the old playbook isn’t quite cutting it anymore. Enter Max – a strategist who doesn’t just understand how search works today, he’s already thinking three steps ahead about how it’s going to work tomorrow.

    Who Is Max Sartal Sterling?

    Max has spent over a decade mastering the fundamentals of SEO and CRO, but what sets him apart is his commitment to adapting alongside the tools and technologies that shape search. 

    What Max Brings to Numero®

    Experience and Expertise in SEO & CRO

    Acquire & Convert – The bedrock of solid SEO: crawlability optimisation, structured content strategy, and building genuine authority signals that search engines recognise and reward.

    Leading with AI and Structured Data Innovation

    Adaptation to AI Search – The future frontier is based around structured-data engineering for AI agents, sentiment and entity optimisation for AI “best-answer” slots, LLM performance management, and AI crawler optimisation. In other words, Max is helping brands prepare for a search landscape where AI isn’t just processing results – it’s generating them.

    Most recently, Max worked with New Zealand Trade and Enterprise (NZTE), where he gained deep insight into the unique challenges facing NZ businesses trying to compete in increasingly global markets. That combination of practical SEO know-how and strategic thinking is exactly what we need at numero®.

    Max speaking at an AI Conference in Argentina, 2025.

    What Does This Mean for You (and Our Clients)?

    At numero®, we’re all about results. We obsess over ROI, we guarantee what we promise, and we’re constantly pushing to stay ahead of industry changes. Max shares that same philosophy – and then some.

    With Max leading our SEO efforts, our clients can expect:

    Forward-thinking strategy – SEO approaches that account for AI search evolution, not just today’s Google algorithm.

    Measurable outcomes – Max’s work is grounded in data. He’s not interested in vanity metrics; he cares about acquisition, conversion, and the bottom line. This aligns with the numero® approach to performance marketing.

    Innovation without losing fundamentals – While Max is excited about emerging technologies, he knows that solid SEO foundations matter. You can’t optimise for AI if your crawlability is a mess. Solid website design and build with both humans and machine viewers underlies our client work. 

    Tailored solutions – Whether you’re a traditional business getting started with SEO or a sophisticated digital operation ready to navigate the AI search frontier, Max brings the expertise to meet you where you are.

    Why Max Fits Numero®’s Culture

    numero’s values are about transparency, positive impact, and doing small things well every single day, without compromise. Max embodies those values. He’s a straight-talker who’s interested in real partnerships, not flashy promises. He cares about helping businesses grow, supporting the NZ economy, and building solutions that actually work.

    When we talked to Max about joining numero®, he said something that really resonated: “numero®’s results-driven approach and commitment to transparent partnerships resonated with me immediately.” That’s the kind of alignment that leads to great things.

    How to get the best out of your SEO Agency – workshop Auckland 2022

    Looking Ahead – The Future of SEO at Numero®

    The search landscape is shifting beneath our feet, and Max is exactly the right person to help our clients navigate it. Whether it’s optimising for AI panels, managing LLM rankings, or building the technical infrastructure that AI agents need to parse and cite your content – Max has got the expertise to guide the way.

    We’re excited about the innovations he’ll drive, the strategies he’ll develop, and the results he’ll help our clients achieve.

    Welcome to the team, Max. Let’s make some numbers matter.

    Max Sartal Sterling’s LinkedIn Profile

    Max Sartal Sterling

    Want to stay ahead of search trends and marketing innovation? Check out our blog regularly for insights from Max and the rest of the numero® team. Or get in touch if you’d like to discuss how AI-focused SEO can drive growth for your business.

  • How to fire your marketing agency

    How to fire your marketing agency

    Should I fire my agency and hire numero?

    Don’t do anything rash without thinking carefully about the consequences.

    Yes, we’d love to work with you. You need a good reason to change agency because you and they have invested a lot of time and energy working together – breaking up is hard to do. 

    The #1 reason clients switch to working with numero® for performance marketing is because you aren’t getting good ROAS from your current agency.

    Three reasons to consider switching agency

    1. Your business has changed and your future strategic needs aren’t aligned with the agency’s skills and track record.
    2. Ethics – if their business practices do not align with your ethical standards.
    3. Cultural misalignment such as the agency being slow or lethargic when you want to press ahead at speed.

    We make shifting to a new marketing agency easy. Just ask us and we’ll share our onboarding process. We’ll also take a look at your GA analytics and Google ads to see where your ROAS can be improved.

    Words of caution

    The investment in track record together is hard to replicate. Years of doing marketing together build insight, best practices and insider knowledge about what works.

    You have spent hours working together learning best ways of getting marketing results.  Don’t underestimate the investment in time it will take to rebuild that “institutional knowledge” with a new agency.

    New agency ≠ bright future

    We’d love to say that it will be love at first blush. But it isn’t. 

    When swapping teams there’s an upfront learning period – not just team to team but also within your PPC advertising account.

    If you stop one ad set there’s a learning / adaptation period which happens in all ad accounts before they perform really well. This is a mix of optimisation by us and by the advertising platform AI tools. Either way, Google takes 7 – 14 days and Facebook (Meta) takes 3-7 days. Both represent a likely dip in performance when your click and lead volumes may decline. 

    You have to build this into your decision to swap agency.

    numero®’s values

    Reasons to swap

    We’re not going to scream malpractice or fraud, but if you are thinking of working with us, understand that the reasons below are non-negotiables. A respectful business relationship means both sides understand each other and can interrogate the ad account to see what’s going on.

    If any of the below apply to you – think hard about switching agency. You might be getting ripped off.

    • If your agency is not transparent about their monthly fee
    • If your advertising spend plus monthly fee is just one number and you don’t know how much is for ads and how much is the agency fee
    • If you do not have access to see the adverts inside the account (the agency just sends you reports)

    And lastly, check out our values – that’ll give you clues about cultural fit if you’re thinking of coming over to numero®. 

  • I want Tourism NZ as a client

    I want Tourism NZ as a client

    You’ve probably seen the viral post about the UK which American tourist Scott Waters wrote

    I’ve updated it for New Zealand as seen through the eyes of an American Tourist. These insights help showcase the fun differences visitors notice about Godzone.

    And if the Tourism NZ team are reading this…. there are loads more ideas where this one came from.

    100 Observations About New Zealand

    By a Visiting American (AI). 

    Note: These observations come from genuine affection for New Zealand and its people. Any Kiwi reading this probably has 100 observations about Americans that would be equally amusing and accurate. Sweet as, bro.

    woman in yellow bikini snorkelling with fish in New Zealand
    Glass Bottom Boat, Whitianga Source: Tourism NZ Visual Library Credit Miles Holden
    1. Everyone calls it “Kiwi” everything – KiwiBank, Kiwi fruit, Kiwi people. The actual bird is surprisingly grumpy.
    2. They put beetroot on burgers and act like this is completely normal.
    3. “Yeah, nah” means no. “Nah, yeah” means yes. “Yeah, nah, yeah” means maybe.
    4. Their money is colorful, waterproof, and impossible to tear. Ours looks like Monopoly money by comparison.
    5. Jacinda Ardern was more popular in America than most of our own politicians.
    6. They call flip-flops “jandals” and everyone owns at least three pairs.
    7. The country has more sheep than people, but somehow the sheep don’t run things (unlike some places).
    8. Their coffee is so good it makes Starbucks taste like dishwater.
    9. Everyone knows someone who was an extra in Lord of the Rings.
    10. They call cotton candy “fairy floss” which is infinitely more magical.
    11. Their healthcare actually works AND they don’t complain about it as much.
    12. “Sweet as” doesn’t involve sugar – it just means “cool” or “great.”
    13. They have a town called “Hell” and another called “French Pass” – the French one is scarier.
    14. Their bacon is just ham pretending to be bacon.
    15. They say “How’s it going?” but don’t actually wait for an answer.
    16. The All Blacks do a war dance before rugby games and somehow this isn’t considered unsporting.
    17. They have seasons backwards, which means Christmas barbecues actually make sense.
    18. Their national bird can’t fly, their national tree isn’t native, and their most famous residents are hobbits.
    19. Everyone has a “bach” (pronounced “batch”) which is basically a shed by the beach they call a vacation home.
    20. They call swimsuits “togs” and coolers “chilly bins.”
    21. Their accent makes everything sound like a question even when it isn’t?
    22. They have earthquakes regularly and just shrug them off like we do traffic jams.
    23. Their idea of spicy food is adding tomato sauce to everything.
    24. They call gas stations “petrol stations” and act shocked when you don’t know what petrol is.
    25. Everyone drives like they’re late for something, but there’s never actually any traffic.
    26. They have a dessert called “hokey pokey” that has nothing to do with the dance.
    27. Their version of the American dream involves owning property anywhere within 100km of Auckland.
    28. They say “keen” instead of “interested” – “Keen for a coffee?” means “Want coffee?”
    29. They have volcanoes in their backyards and complain about the house prices instead.
    30. Their groceries cost more than a mortgage payment, but the wine is cheaper than water.
    31. Everyone has an opinion about Australian accents but gets offended if you confuse theirs.
    32. They call shopping carts “trolleys” and act like we’re the weird ones.
    33. Their postal service delivers mail with addresses like “Blue house, third farm past the big rock.”
    34. They have a chocolate bar called “Pineapple Lumps” that contains no pineapple.
    35. Their national dessert is meringue with fruit on top and they will fight you over who invented it.
    36. They drive on the left side of the road but their steering wheels are on the right side of the car.
    37. Everyone has a story about nearly hitting a sheep/cow/random farm animal on the highway.
    38. They call trucks “utes” and half of them are held together with number 8 wire and good intentions.
    39. Their idea of Mexican food would make a Taco Bell executive weep.
    40. They have more craft breweries per capita than sense, and we’re here for it.
    41. Everyone knows how to pronounce Māori place names or at least pretends to.
    42. They have a city called “Rotorua” that smells like sulfur but has amazing hot springs.
    43. Their weather changes every five minutes, but they never carry umbrellas.
    44. They call bell peppers “capsicums” and refuse to acknowledge this is wrong.
    45. Everyone has an uncle who lives “up north” or a cousin who moved to Australia.
    46. Their rugby players are treated like gods, their cricket players like mortals.
    47. They have drive-through bottle shops because, priorities.
    48. They call popsicles “ice blocks” and somehow this makes more sense.
    49. Their national airline safety videos are more entertaining than most movies.
    50. Everyone owns a barbecue but calls it a “barbie” without irony.
    51. They have a burger joint called “Fergburger” with queues longer than Disney World.
    52. Their milk comes in glass bottles like it’s 1950, and it tastes better.
    53. They say “chur bro” instead of “thanks dude” and it works.
    54. Their speed limits are suggestions that everyone ignores equally.
    55. They have a mountain called “Mount Maunganui” that’s actually a hill.
    56. Everyone has a wetsuit but only half know how to surf.
    57. Their idea of fine dining includes at least one item with “kumara” (sweet potato) in it.
    58. They call lunch “smoko” even when nobody smokes anymore.
    59. Their politicians actually resign when they mess up (what a concept).
    60. They have a bird that attacks people during nesting season and everyone just accepts this.
    61. Their rental cars come with unlimited mileage because the country is basically one long road trip.
    62. They call McDonald’s “Maccas” with genuine affection.
    63. Everyone has an opinion about the America’s Cup despite never going sailing.
    64. Their rugby team’s silver fern logo is more recognizable worldwide than their actual national flag.
    65. They have a phrase “world famous in New Zealand” which perfectly captures their adorable relationship with global recognition.
    66. They have a town with a 85-letter name that no tourist can pronounce.
    67. Everyone owns gumboots (rain boots) in at least two colors.
    68. Their ATMs apologize when you’re out of money.
    69. They call tornados “dust devils” and act like they’re lawn sprinklers.
    70. Their pharmacies are called “chemists” like they’re mixing potions.
    71. Everyone knows the haka but only performs it at weddings and rugby games.
    72. They have a cookie called “Afghan” that’s not from Afghanistan.
    73. Their elevators are called “lifts” which is more accurate but sounds pretentious.
    74. Everyone has a friend named “Bazza” or “Gazza” or some other nickname ending in “zza.”
    75. They put pineapple on pizza without the controversy we have about it.
    76. Their electricity plugs look like shocked faces.
    77. Everyone owns a puffy jacket in black, and they wear them year-round.
    78. They call ketchup “tomato sauce” and put it on everything, including eggs.
    79. Their idea of Mexican food is putting corn kernels on things.
    80. Everyone has a bach, wants a bach, or knows someone with a bach.
    81. They say “cheers” instead of goodbye, thank you, hello, or basically any social interaction.
    82. Their grocery stores sell single bananas and nobody questions this.
    83. Everyone drives a Toyota and acts like they discovered cars.
    84. They have a drink called “L&P” (Lemon & Paeroa) that tastes like carbonated lemonade.
    85. Their idea of spicy is adding pepper to the salt.
    86. Everyone owns hiking boots but half have never seen a mountain up close.
    87. They call vacuum cleaners “hoovers” regardless of brand loyalty.
    88. Their Christmas songs mention pohutukawa trees instead of pine trees.
    89. Everyone has an opinion about which beach is best despite them all looking identical to outsiders.
    90. They say “no worries” so much it should be the national motto.
    91. Their ice cream flavors include “boysenberry” and “hokey pokey” and somehow this works.
    92. Everyone owns a beanie (they call them “beanies” too) in team colors.
    93. They put butter on sandwiches even when there’s already mayo.
    94. Their radio plays more American music than New Zealand music, but they’re proud of their local bands.
    95. Everyone has a story about meeting someone famous at a pub or café.
    96. They call candy “lollies” and it sounds like they’re talking to children.
    97. Their idea of fine wine involves at least one sauvignon blanc from Marlborough.
    98. Everyone owns a kayak or knows someone who does.
    99. They say “she’ll be right” about everything from broken cars to national disasters.
    100. Their customer service people actually seem happy to help you.
    101. After visiting, you understand why people say it’s “God’s Own Country” – and you’re slightly offended your own country isn’t as nice to live in.
    Logo for Tourism New Zealand
  • Ecommerce use ChatGPT search

    Ecommerce use ChatGPT search

    Got 3 minutes? New customers await

    When something happens which might be useful for your business we want to tell you about it straight away.

    Back in April ChatGPT (the AI tool) announced that it will shortly be incorporating ecommerce products into ChatGPT answers. So the numero® team have checked it out – and it’s legit.

    ChatGPT is a search engine now.

    This is gold for shop owners like you.

    And best of all it’s a 3 minute job and it’s free of charge!

    Here’s how to enable ChatGPT product discovery

    Click this link to go to the ChatGPT explainer page for product discovery. At the bottom is a form where you share your shop website, your contact details. Seriously, it’s a three minute job and if it might lead to new customers, what’s not to like?

    Quick Win

    Our client Manuka South took action in June 2025 – by September this was the AI search result for their product range. That was quick (and easy).

    AI Mode Google Search results for Manuka South honey
    Manuka South ChatGPT search results showing honey products

    Try it for yourself – open ChatGPT and search “Manuka South Honey for sale” – see what comes up.

    Additional resources

  • Beyond the Race to Zero: 5 Black Friday Campaigns That Create Long-Term Value

    Beyond the Race to Zero: 5 Black Friday Campaigns That Create Long-Term Value

    Your David vs. Goliath Guide to Black Friday for Owner-Managed Ecommerce Businesses

    Breaking the Discount Death Spiral

    Every November, the same script plays out across retail: brands slash prices, margins evaporate, and customer expectations reset to expect everything cheaper. It’s a destructive cycle that turns Black Friday from a profit opportunity into a margin-killing necessity. As a small business retailer you sigh with despair because you just cannot match the discounts or the marketing advertising spend of the big guys.

    But here’s what the big retailers don’t want you to know: owner-managed ecommerce businesses have a secret weapon. While corporate giants are trapped in boardroom-approved discount strategies, you have the agility, authenticity, and customer relationships to flip the script and win the Black Friday Race.

    This isn’t about competing on price, it’s about competing on value, creativity, and genuine customer connection. Some of the most successful Black Friday campaigns in history have done exactly the opposite of what everyone expects.

    The rest of this article explores

    • Part 1 – Three tried and tested frameworks
    • Part 2 – Five new frameworks that build brand value
    • Part 3 – The owner manager advantage – how you can win in 2025
    • Part 4 – Five campaign concepts you can use
    • Part 5 – Metrics and success over the long term

    Part 1: Tried & Tested Frameworks (And Why They’re Failing)

    Before we break the Black Friday marketing rules, let’s understand them. Here are the 3 frameworks that built Black Friday and why they’re becoming less effective year by year.

    1. The Classic Discount Stack

    What it looks like:

    • Sitewide percentages (15-50% off)
    • Tiered discounts (“Spend $100, save $20”)
    • BOGO offers (Buy One Get One Free)
    • Bundle pricing (Buy these two things together)

    Why it works: Simple to execute, easy for customers to understand, creates immediate urgency.

    Why it’s failing: Every brand does this now. Your 30% off looks identical to your competitor’s 30% off. The worst part of this is that it trains customers to only buy when things are cheap, and you’re in a race to zero with your margins. This is a particular problem in New Zealand where “everyone loves a special”.

    Best for: High-volume, low-margin products where you can afford the hit and need to move inventory.

    2. The Urgency Trinity

    What it looks like:

    • Limited time (“24-hour flash sale”)
    • Limited quantity (“Only 50 left in stock”)
    • Limited access (“VIP early access for subscribers”)

    Why it works: Leverages FOMO (Fear of Missing Out) psychology and scarcity principles that drive immediate action.

    Why it’s failing: Customers have become immune to fake scarcity. They know your “limited time” offer will probably be back next week, and your “only 50 left” might not be true.

    Best for: Genuinely limited or seasonal products where scarcity is real.

    3. The Bundle Strategy

    What it looks like:

    • Gift sets and curated collections
    • “Complete the look” packages
    • Cross-category bundles

    Why it works: Increases average order value without deep individual product discounts.

    Why it’s declining: Customers are more informed and prefer to choose their own combinations. Generic bundling feels lazy.

    Best for: Products that naturally complement each other or themed collections. Works well if you know the customer has already purchased one of the products.

    Part 2: The New Rules: 5 Frameworks That Actually Build Value

    Framework 1: The Anti-Black Friday Revolution

    Patagonia 2011 Black Friday advert

    The Strategy: Instead of discounting, take a stand against consumerism and Black Friday culture itself.

    Real Example: In 2011, Patagonia published an audacious full-page ad in The New York Times on Black Friday telling viewers not to buy their jacket. With this ad, the company aspired to raise consumer awareness regarding the consequences of over-consumption, especially in the textile industry.

    The Result: Instead of hurting sales, the campaign generated massive media coverage, strengthened brand loyalty, and attracted environmentally conscious customers who became lifelong advocates.

    Another Iconic Example: Cards Against Humanity made headlines in 2013 for increasing its prices by $5 as part of a Black Friday “anti-sale”. Despite its higher price, the game maintained its best-selling status on Amazon and experienced a minor spike in sales during that period. In other campaigns they’ve also sold “Nothing for $5” (literally nothing) and made $70K, and even sold boxes of actual bull sh*t.

    Cards Against Humanity anti-Black Friday price increase

    How to execute for your business:

    • For sustainable/ethical brands: “We don’t discount quality” campaign with focus on fair wages, sustainable materials, craftsmanship
    • For luxury/artisan brands: “Black Friday is for mass production, not masterpieces” – emphasise your craftsmanship story
    • For service-based: “We’re closed on Black Friday” why not give your team the day off and make your brand messaging for this day about values? You value your staff.

    Perfect for: Brands with strong values, premium positioning, or customers who align with counter-culture movements.

    Framework 2: The Value-First Revolution

    The Strategy: Instead of reducing prices, add value through exclusive services, bonuses, or experiences.

    Real Examples:

    • Warby Parker: Free home try-on service becomes “Black Friday: Try 10 spectacles frames at home instead of 5”
    • Casper Mattresses: Same mattress price but includes premium bedding set, white-glove setup, and extended trial period
    • Local jewellery shop: “Black Friday Concierge” – personal shopping appointments with complimentary wine and snacks

    How to execute:

    • Premium shipping/service: Express shipping, white-glove delivery, or setup services
    • Exclusive access: Behind-the-scenes content, founder calls, early access to new products
    • Educational value: Free courses, consultations, or masterclasses with purchase
    • Experience add-ons: Virtual styling sessions, personalised consultations, shopping assistance

    Perfect for: Service-oriented businesses, premium brands, or companies with expertise to share.

    Framework 3: The Community Commerce Model

    The Strategy: Make customers active participants in your Black Friday campaign, not just recipients.

    Elle Magazine article profiling Glossier’s BF sale

    Real Examples:

    • Glossier: User-generated content campaigns where customers become models
    • Airbnb: Referral multipliers where both parties benefit
    • Small coffee roaster: “Tag a friend who needs good coffee” – both get 20% off

    How to execute:

    • Referral multipliers: Friend saves 20%, you save 20%
    • UGC contests: Best product photos/videos win prizes, all participants get discount codes
    • Community challenges: “Help us reach 1000 orders and everyone gets a bonus gift”
    • Social proof campaigns: Feature real customers, their stories, and offer them ambassador perks

    Perfect for: Brands with engaged communities, lifestyle products, or businesses with strong social media presence.

    Framework 4: The Experience Economy Approach

    The Strategy: Sell experiences and stories, not just products.

    Allbirds news article about BF climate charity donation

    Real Examples:

    • Allbirds: Virtual factory tours showing sustainable manufacturing
    • Ben & Jerry’s: Live ice cream making sessions with founders
    • Local bakery: “Black Friday Baking Class” – learn to make signature items

    How to execute:

    • Live shopping events: Host live product demos with Q&A
    • Virtual experiences: Behind-the-scenes tours, meet-the-maker sessions
    • Limited collaborations: Partner with local artists, influencers, or complementary brands
    • Customisation experiences: Live personalisation, custom packaging, or made-to-order items

    Perfect for: Artisan brands, food/beverage companies, or businesses with interesting production processes.

    Framework 5: The Micro-Moment Marketing

    The Strategy: Hyper-personalised, multi-channel campaigns that meet customers exactly where they are.

    The Science: Studies show that using a mix of channels creates more impactful campaigns than relying on single-channel approaches.

    Real Examples

    • Spotify: “Your Black Friday Wrapped” – personalised playlists with product recommendations
    • Nike: App-based campaigns with Augmented Reality try-ons and personalised workout plans
    • Local bookstore: Personalised book recommendations via SMS based on previous purchases

    How to execute:

    • Behaviour-triggered campaigns: Different offers based on browsing history, purchase patterns, or engagement level
    • Channel orchestration: Email announcement → SMS reminder → social media FOMO → retargeting ads
    • Real-time personalisation: Dynamic website content, personalised product recommendations
    • Micro-segmentation: Different campaigns for new customers, VIPs, repeat buyers, at-risk customers

    Perfect for: Businesses with good customer data, multiple touchpoints, or diverse customer segments.

    Cards Against Humanity charity donation on Black Friday

    Part 3: The Owner-Manager Advantage

    Here’s why these strategies work better for owner-managed businesses than corporate giants:

    1. Authentic Storytelling

    Corporate brands have marketing committees and brand guidelines. You have a real story, real personality, and real relationships with customers. Use them. Customers recognise your authentic voice.

    2. Rapid Execution

    While big retailers need months of planning and committee approvals, you can pivot in days. Saw a competitor do something boring? Counter with something memorable by next week tomorrow.

    3. Personal Connection

    You can personally respond to customers, share your own story, and build genuine relationships. Your customers aren’t buying from a faceless corporation, they’re buying from YOU.

    4. Creative Freedom

    No corporate legal team is going to approve Cards Against Humanity’s bull sh*t campaign. But as an owner-manager, you can take calculated creative risks that generate massive buzz.

    5. Values-Driven Marketing

    Customers increasingly buy from brands whose values align with theirs. As an owner, your personal values can become powerful differentiators.

    Part 4: Implementation Guide – Choose Your Fight

    Get in touch with the numero® team and let us go to fight on your behalf next Black Friday.

    Niche down your offer to align with your audience.

    For Premium/Luxury Brands: The Anti-Black Friday Revolution

    • Campaign name: “Craftsmanship Doesn’t Go on Sale”
    • Key message: Quality over quantity, values over discounts
    • Execution: Behind-the-scenes content showing craftsmanship, the founder story about why you don’t discount
    • Channels: Email to VIP customers, social media storytelling, PR outreach

    For Service-Based Businesses: The Value-First Revolution

    • Campaign name: “Black Friday Upgrades”
    • Key message: Same investment, premium experience
    • Execution: Add consultations, premium support, exclusive access, or extended guarantees
    • Channels: Email campaigns, LinkedIn for B2B, Google Ads highlighting value-adds

    For Community-Driven Brands: The Community Commerce Model

    • Campaign name: “Friends & Family Friday”
    • Key message: Better together, shared benefits
    • Execution: Referral programs, UGC contests, community challenges
    • Channels: Social media, email to advocates, influencer partnerships

    For Artisan/Maker Brands: The Experience Economy Approach

    • Campaign name: “Behind the Magic”
    • Key message: Process over product, story over sale
    • Execution: Live demonstrations, virtual workshops, maker stories
    • Channels: Instagram Live, YouTube, email storytelling

    For Data-Rich Businesses: The Micro-Moment Marketing

    • Campaign name: “Your Personal Black Friday”
    • Key message: Tailored just for you
    • Execution: Personalised recommendations, behaviour-triggered campaigns, dynamic content
    • Channels: Email automation, SMS, retargeting ads, app notifications

    Part 5: Measuring Success Beyond Revenue

    Traditional Black Friday metrics focus on immediate sales, but value-building campaigns require different KPIs:

    Photo by Artem Beliaikin on Unsplash

    Immediate Metrics:

    • Engagement rates (email opens, social media interactions)
    • Brand mention sentiment (positive vs. negative coverage)
    • New customer acquisition cost
    • Email/social subscriber growth (follower count)

    Long-term Metrics:

    • Customer lifetime value (do these customers stick around?)
    • Brand perception studies (pre/post campaign surveys)
    • Organic reach and mentions (earned media value)
    • Customer retention rates (90-day, 6-month cohorts)

    The Ultimate Metric: Customer Love

    • Unsolicited testimonials
    • User-generated content
    • Word-of-mouth referrals
    • Repeat purchase behaviour

    Conclusion: Your Black Friday Revolution Starts Here

    The brands that will thrive in the next decade aren’t the ones with the deepest discounts. They’re the ones that build the strongest relationships. Black Friday gives you a moment when everyone’s paying attention. The question is: what do you want your customers to remember?

    While your competitors are trapped in the discount death spiral, you have the opportunity to stand out, build value, and create customers who choose you for reasons that go far beyond price.

    The revolution starts with a simple decision: Will you race to zero, or will you build something that lasts?

    Your customers are tired of being sold to. They’re ready to be inspired, included, and valued.

    The choice is yours.

    Ready to plan your value-building Black Friday campaign? Start by identifying which framework aligns best with your brand values and customer base. Remember: the goal isn’t to win Black Friday, it’s to build a business that doesn’t need Black Friday to succeed. Ask numero® to add their expertise to your team.

    Contact us for a chat.

  • Reduced Ad Spend. Stronger Leads. Better ROI.

    Reduced Ad Spend. Stronger Leads. Better ROI.

    Our team recently halved the Google Advertising spend for a professional services client. The result?
    Their lead volume was unchanged.

    If that surprises you – read on to find out why this worked, the context and whether it might work for you.

    Spend less get more

    The shift came from:

    • Cutting out low-performing campaign types
    • Refining targeting to focus on actual buyer intent
    • Reinvesting only where the data backed it

    Most agencies wouldn’t suggest that. Why?

    Because many agencies still charge a percentage of media spend. If a client spends more, the agency earns more. Simple as that. Automatic bias to charge more.

    At numero®️ we work on flat, fixed-price retainers. That means our recommendations are tied to results, not to how much you’re spending. If the data supports reducing media spend, we’ll suggest it. If a channel isn’t delivering, we’ll say so.

    When agency incentives are aligned with performance, not platform spend, you get leaner campaigns, clearer insights and better ROI.

    If you haven’t reviewed your media spend recently, and you’re in a shifting market, it might be time to do a review.

    Join the discussion

    We love hearing different points of view. If you’re on LinkedIn please join the discussion that Harry started. Here’s what our founder, Richard Gilbert said.

    LinkedIn quote from Richard Gilbert
    Richard Gilbert response – click image to view

    Further resources

  • Help I’ve lost my website backup

    Help I’ve lost my website backup

    This was a real phone call we got this morning.

    The client had a rogue employee who stole the computers containing all the detailed logins needed to keep the company’s marketing running.

    Bad things happen in business and numero® will always try to do the right thing to help you out.

    How we helped

    The website had never gone live – it was hosted on our server and at the time was awaiting client approval to go live. The design was nearly complete; we were just waiting for edits and feedback on the design. In effect, 90% of the website design work was complete.

    We have a full backup of the website and all the associated data. It is in our archive and was retrieved within one business day. This is one of the “failsafes” we put into place to support our clients.

    Failsafes are what enable numero® to be this helpful. We set up our business to be able to jump in and retrieve what looks like a really bad situation so that we can help our clients smooth the path back to normal business.

    Quick Security Checks for Trades Businesses

    Be wise before the event – here’s a checklist of failsafes which will support your business if trouble comes looking.

    • secure storage – all tools are locked up when not in use
    • vehicles – overnight is your main security concern. Alarms and GPS trackers can help
    • insurance – cover the trade tools, vehicles and office equipment that covers loss, theft and damage
    • inventory – know what tools and equipment you own and which site they’re on
    • digital security – strong, unique passwords and MFA (multi-factor authentication) for logins. Back up office computers daily including client contact details and project information. Cloud servers are better than local storage on your computer. Make sure your business wifi uses a strong password and encryption
    • contracts – keep digital copies of signed contracts
    • emergency plan – know what you will do if your business suffers interruption like a power outage, a flood or an earthquake. We were all unprepared when Covid-19 hit and we couldn’t go to our offices

    Your Business Growth

    A website is essential for business growth. Few new clients hire you without first checking your website. numero® knows how NZ business works; marketing is the vehicle we use to drive your business growth.

    When clients partner with us, you get to use all our long experience in business. We know the ups and downs. So we use failsafes like website backups to keep your marketing projects on track and reduce your business risk.

    Do trades hate marketing?

    Tradies have a reputation of hating marketing. It’s because you are on the tools, you’re practical and you are a visual person. You need to see it to understand it.

    Obscure technical jargon does not interest you because it makes you feel lost and out of control.

    So no, tradies don’t hate marketing, they hate working with marketing people who don’t understand tradies.

    Why tradies work with numero®

    We get it – you’re on the tools, not behind a desk crunching marketing numbers. That’s exactly why most tradies have avoided marketing for years. It feels like speaking a foreign language with no guarantee it’ll actually bring in jobs.

    Here’s the thing: we make trades marketing work because when you work with us, you understand what’s happening with your marketing. No jargon, no mysterious ‘brand awareness’ just clear explanations of what you’re paying for and what jobs it’s bringing in.

    Think of working with numero® like your toolbox – you wouldn’t buy a tool without knowing exactly what job it does, right? We explain marketing the same way.

    When we run Google Ads, it’s like having a sign on every street corner where your ideal customers are driving past. When we optimise your website, it’s like having your best salesperson working 24/7.

    We’re your marketing partner, not your marketing mystery box. You’ll know exactly what’s working, what isn’t, and why.

    Further resources