Turning the daily commute into prime time promotions
Client
Pacific Invoice Finance
Services
Marketing & Advertising
Industry
Professional Services
Pacific Invoice Finance isn't your average "suits in a boardroom" operation. Since 1999, they've been fuelling growth for New Zealand SMEs, turning the frustrating wait for payment into immediate cash flow. As one of the country's largest non-bank providers of invoice finance, they provide the crucial funding bridge businesses need until they're large enough to engage with the big banks.
- Leads ↑ Using radio to generate more leads
- 100% Owning the attention of a captive audience
- 15 Years of consistent marketing performance
Leads. Leads. More leads.
When the current owners took over the business in 2004, the goal was simple: get the phone ringing with high-quality leads. At the time, they were advertising in traditional business print titles like the National Business Review and Mercantile Gazette, but the ads were being overlooked by time-starved execs. They needed to get through to business owners and show them how invoice finance could solve their working capital headaches.
Drive impact with old-school media
We realised the best way to catch business owners' attention is when they're a "captive audience" – specifically, while they're stuck in traffic. We replaced the uninspiring print ads with a high-reach radio campaign, placing ads on popular stations like Newstalk ZB. The strategy relied on surgical timing. We scheduled ads for the end of each month, exactly when the pressure of tight liquidity hits its peak and a business owner's radar switches on. To keep it authentic, the owner voiced the ads himself, delivering a straightforward, problem-solution narrative that conveyed a more compelling story than a billboard, print ad or digital banner ever could.
Today, Pacific Invoice Finance remains a dominant force in the NZ market. This has been achieved by sticking to a refreshingly honest approach in terms of what they do and how they talk about it – whether online or over the airwaves. It's a success story that proves traditional media channels, used smartly, still have the power to cut through.
15
Years of consistent marketing performance
The impact was immediate. The phone rang on the very first day the ads went live, prompting the owner to joke that his only problem was not starting years earlier.
Today, while the marketing mix includes a range of digital channels, radio remains the star performer. The use of the owner's voice has also helped provide profile when negotiating with the wholesale funders of the business, an invaluable side-effect of the long-standing campaign.
Without giving away specific figures, it's safe to say the business has successfully scaled into a New Zealand powerhouse, with multiple offices and a steady stream of ambitious clients.
"We've worked with Neil and the team for more than 15 years and over that time they've helped us with everything from creative and media placement through to website and digital marketing. What we value most is that they genuinely care about getting results for our business, not just running ads. Neil is always coming up with new ideas and ways to improve our brand presence and attract the right kind of leads. It's been a great long-term partnership and we've always appreciated their support and practical approach."
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